Brand Strategy | For a brand like Northern Brewer, the branding challenge isn’t where they are going. It’s getting a leader who’ll help them get to the next step as one of America’s largest brewing suppliers—and still stay true to who they are.
The answer is as easy as the brews their customers make. Earthy illustrations; sparse, rustic and innovative layout ideas with a little pop for the eye, perhaps something that makes them chuckle. Design that gets it: this is the brewery supply shop of you and your buds, talking shop, trading know-how over a swig of that latest batch.
UX | UI. Fashionistas from teens through their 30s are forever on celeb watch, because there’s no better place to spot the hottest trends. But getting that coveted demographic to go from an A-line dress to making a beeline for the checkout isn’t easy—ask any retailer.
But with this simple UX solution, it gets a whole lot easier for customers and merchants. fab.lab is the upload, search and shop tool of the future. With fab.lab, users send a photo from their device or PC, use retail search engines to find the closest match, then simply click to buy. Customers are clothed, retailers are happy.
Campaign. Insomniacs know the problem well. Night after night, head nodding downward, but then at the edge of slumber…Hurry! Act now! Operators are standing by! The infomercial can sometimes be a waking nightmare, and no less of one when trying to reposition MyPillow, a brand born from that very television hard sell.
To help this comfort brand shift away from the sharp late-night hustle, it’s all about promoting what makes the pillow itself great. Everything is soft—the pillow, of course, and jammies, the lighting and sheet scrunches, and not least of all, the smile. The direction and artistry helped customers buy in big time, and sales teams to sleep easy.
Photographer: Douglas Lockhard, Stylist: Jessica Figueroa
Art Direction. When a design demands truth, it’s essential to have a photographer who in a millisecond finds the precise framing, f-stop, aperture and who has the exact camera to pull it all together. But more than any of that, they need an eye for the moment.
The instant the stalks is proudly towering in green, feeling the sun warm her shoulder, knowing the earnestness on her face—and at its heart a moment of a simpler, simply beautiful time. It connects you to that earth at that very millisecond, forever.
Photographer: Mike Ridge
Brand Strategy. If your only reference for this company is those windproof, waterproof wonders, you’re not alone. What you might not know is that they make outdoor screening. Not that you should. Problem is, a lot of window manufacturers didn’t know either. How do you tell them?
You build on what they’re known for—strength, and make it simple for manufacturers to see to see why Gore should be their go-to from now on. Bob Seeger trusts Gore for his guitar strings. So you formulate a package that focuses on his iconic guitar—and sets off the gift CD inside with those very guitar strings. It’s as simple, and powerful, as the man himself.
UX | UI. Beauty customers literally have skin in the game when it comes to buying products. So many of them won’t hesitate to get their money back if a product’s not perfect. When one retailer found itself with an ever-increasing number of returns, there needed to be a simple way for customers to be more confident with what they bought.
From tips to tricks to specific skin recommendations, this product finder was good in premise. bBt what shouldn’t be underestimated was the design. Bright layouts, welcoming soft hues, and sassy popping pinks made this microsite a real draw—getting customers to the content they needed to make finders…well, keepers.
Brand Strategy. At an institution steeped in over 150 years of tradition, the Haub school has proven ready to welcome students to the business of tomorrow. But how do you bring the school’s star power forward while keeping the strength of the university brand behind it?
You invite prospective students in with a nod to the affluent sweep of their golden shield. A spotlight on the name that speaks to the success of the past…and an investment in their future.
Brand Strategy. They are a classic among candy connoisseurs. But how does a legend remain relevant with eight to twelve-year-olds—without straying too far from the look people have come to love?
Grandpa wouldn’t like the result—but that’s exactly the point. At a younger age, a little chaos is a lot of fun. So from sales sheets to stickers, boxes to shelf talkers, the idea was to shred, sharpen and shake off the legend just enough to get kids going for the chocolately treat for many more years to come.
Brand Strategy. Children grow up a lot from the ages of six to fourteen. So what happens when you’re challenged to engage them all? That was exactly the mission from PA Preferred, who needed these kids to convince mom and dad how beneficial buying local could be.
It requires avoiding too silly, or sophisticated; and a recognition that kids this age love to doodle. With this common denominator, you draw them in by doodling all around—capturing the imaginations of the puzzler and the playful gamer. Along the way, those little minds happily collect the facts they’ll proudly point out to parents at the dinner table, on the day trip and every point between.