Background
One of Americas largest and oldest financial institutions was in crisis. Faced with a loss of trust and a need to become relevant in the face of Fintech disruptors and aggressive competitors, Wells Fargo needed to evolve. The brand identity had grown complex and was more focused on its self than its customers. Its core elements were not suited to a digital-first mindset and application felt old and inflexible. The strongest and most recognizable element of the identity the Wells Fargo Stagecoach had become a picture of the past and a reminder that the bank was not on a road to change.
Approach and Results
Wells Fargo needed to retain the strength and recognition of its legacy, and project a dynamic new face and experience to drive re consideration by a younger, mobile and digitally savvy customer. Our work was guided by three principals: simplification, digitization and modernization. Key to the redesign was the refresh of color, logo, and Stagecoach: A modern more flexible logo system, a refreshed color palette, with distinct roles for its core colors and new stagecoach symbol. Anchored by a refreshed set of core assets and standards the new identity launched in early 2019 and immediately began making an impact, revitalizing the brand's experience and expression across a broad selection of touch-points, from a new advertising campaign to digital refreshes.
Background
Butterfli is an exciting and completely unique concept for women's make-up services. Existing at the intersection of beauty and accessibility this new service promises to give women the quality of a professional make up service with ease of buying a cup of coffee at Starbucks. The concept further expands on its innovative approach by adding membership with access to appointment booking services through an App that allows clients to pre-select their look.
Approach and Results
From the ease of use on its App to a high-quality experience at its studios. The design approach is clean and minimal but not boring and stark. The integration of technology is seamless and fun not difficult and convoluted, creating an identity that stands out and rewards the client at every step of an appointment.
Background
The Jacuzzi brand had become a commodity. This once dominant brand that invented the hot tub had now become the name used for any brand of spa. It's a situation that brands like Xerox and Kleenex were familiar with, and now Jacuzzi needed to regain its position as a leader and the only choice for a true hot tub. Our goal was to shift the perception of Jacuzzi from cheap and generic to a relaxing and sophisticated experience.
Approach and Results
We began with a new tag line that declared Jacuzzi’s return to the top. Rich and sensuous photography was created of people using the spas that looked completely different from anything else in the industry. We paired this with evocative lines that caught attention and piqued curiosity. Every touchpoint both online and invited to customers to personally experience the difference of a Jacuzzi
Background
Brand development for an exclusive portfolio of apartment homes. The Residences communities were conceived to be rich and inviting enclaves, with a wide variety of exclusive services and amenities.
Approach and Results
The rose icon signifies the rich array of services available to a resident. When the rose symbol is combined with the word mark, it creates a subtle key shape, unlocking the property for its residences. The project encompassed naming, identity development and creation of original imagery to support marketing and advertising.
Background
Buygood is a new type of investing service. Made for people that don’t just want to invest and make money, but also do good by investing in companies that give back to causes they believe in.
Approach and Results
The identity combines two key elements a fresh and distinctive green and the icon of a heart and rising stock line combined. Clean typography and an overall friendly and approachable tone to copy completed the launch materials for the new company.
Background
Cloth & Metal is a new type of retail establishment for men created to be the single destination for all provisions required to support the modern gent’s lifestyle — from clothing, footwear, bags, and accessories, to grooming products and audiophile electronics.
Approach and Results
The Cloth & Metal identity is a combination of bold typography and a strong color palette. The result is masculine and contemporary without being stuffy and old. The brand was rolled out across a wide range of touch-points from an online retail site to packaging and collateral. The initial rollout of the new brand was so successful that Cloth & Metal was able to open its own brick and mortar location in California in 2012.
Background
Makar Properties had made a radical shift in focus and development. No longer a local Orange County property developer, they had grown to become a nationally recognized company. The new company identity needed to communicate the company’s commitment to creating new and unique urban experiences that were anything but the standard strip mall or chain hotel experience.
Approach and Results
We created a simple and sophisticated identity, fitting for a luxury property development company. The identity centers around an aggressive and confident logo, a simple monochromatic color palette and bold architectural photography.
Background
Nest is a contemporary furniture maker and studio. The company offers classic designs from established modern designers as well as its own unique pieces.
Approach and Results
The logo was inspired by a carpenters wedge joint, that creates a subtle N. The simple, clean-lined identity reflects the “owners” philosophy and the pieces they make and sell. Key elements were developed including studio signage, website, and a POP system.
Background
Our task was to take a well-known but dated brand and make it relevant to a completely new target. Memorex had always been known for storage media: from old-fashioned magnetic tape to recordable DVD’s and CD’s. With online storage and streaming services rapidly replacing those products, Memorex was now moving into the broader field of consumer electronics.
Approach and Results
The solution was to create a fresh, friendly face for the brand. We dropped the previous masculine, tech-focused branding and opted for a clean, simple identity accented with bright approachable typography. The new Memorex signature features a circle icon or “o” as the focal point, representing connections between family and friends. Our most important deliverable was a comprehensive packaging system for the more than 140 consumer electronics products that Memorex sells.
Background
DGWB Advertising had a new direction and purpose. The agency’s philosophy was based on shared values, what brings us together, what connects us.
Approach and Results
We created an eclectic and flexible solution, that allowed for different expressions of connection. The core logo relates to the idea that where we come together is where we connect, not me and you but us. The twin circle symbol drew inspiration from the very charts used for our strategy and research work.
From an evocative mission statement to a mural by Serge Selditz commissioned to express connection we redesigned the agency space to express the new direction.
Bold vibrant color became the core of a range of items from Mugs and Tumblers to Flash Drives that integrated our symbol into its body. The symbol has now become a core element that we use from everything to talking to a client to creating T-Shirts for our bowling party.
Background
The Hass avocado is highly regarded as the world’s most delicious variety, and is grown in many countries around the world. The truth is, the Hass avocado was first discovered right here in the state of California, and it was our job to let the world know that nobody grows them better than California avocado growers.
Approach and Results
By focusing on several key points of difference to distinguish our brand; California avocados are only available for a limited time, only grow in a small area of California (less than one half of one percent of the state), and most importantly, they are grown by an exclusive group of family farmers meticulously planting, nurturing and harvesting each one by hand.
All of this has led to a strong premium positioning for the brand. In fact, 2013 delivered growers the second highest crop value in the history of the California Avocado Commission, and 85% of consumers prefer California avocados over imports.
Background
Since their founding, CHOC Children’s Hospital has been meeting the needs of children and families with first-class care and state-of-the-art facilities. The hospital was expanding by building one of the most advanced children’s hospitals in the world. One that would define the shape of things to come — for children’s care, for medical research, and for the community.
Approach and Results
The way we saw it, CHOC is not only the future of care, but they are also creating a future for children of Orange County and beyond. What we created was a campaign of colorful stories rooted in hope, excitement, and celebration of what’s to come for the children of our community.
Background
Sous Chef is a new concept that brings together a cooking school and a specialized market. Customers select their meal online and pick up the ingredients at the store. Sous Chef staff provide cooking tips and directions both in person and online through their app and website.
Approach and Results
This fresh clean identity is designed to feel more like a modern high-end kitchen and focuses on the cooking experience and ingredients.
