The Work
A portfolio of not just what things look like, but why they look the way they do:
because how design produces results for your business is what it’s really all about
A BRAND NEW EMOCEAN
The world’s largest scuba retailer needed to brand its new diving adventures division. The objective was to develop a strong, trusted brand identity through good design that connotes action, adventure, energy and excitement — and of course, water! AND it had to speak to its audience.
With the target consumer being young, fun, upscale, and active, the logo needed to capture that same dynamism. It also had to be simple, unique, and impactful — and work in all sizes, contexts, and media.
This encompassed everything from retail spaces to scuba lesson kiosks to promotions for prepackaged adventures. The logo and branding would be applied to apparel, boats, flags, signage, websites, and a host of other advertising and communications materials.
Other challenges included ensuring that the name “Emocean” would read quickly and seamlessly — a bit tricky when there are different ways one may read the name. The symbol and type needed to work together as well as separately. Sub-branding also needed to be thought out for the many other offerings falling under the Emocean umbrella.
HIGH-END ARCHITECTURE REQUIRES
HIGH-END DESIGN AND BRANDING
The style and exuberance of high-end architecture informed the sophisticated, high-end design of these promotional mailers. The designs themselves were architectural in nature — with dynamic angles, dimensional folds, and interesting die-cuts.
Through good design and a cohesive brand look and feel that matched the quality of the product, Architectural Record’s marketing achieved a new level of impact. Yes, direct mail can be elegant! From metallic inks to vellum envelopes to interesting folds that slowly revealed new surprises at every turn, exquisite production values were also employed to ensure the overall effect was lasting and memorable — and sure to garner attention and get the desired response from Architectural Record’s advertisers! Special design influences special outcomes.
CREATIVE SPARK FOR
ARTS ORGANIZATION
With an admirable 55 year history, the Huntington Arts Council’s brand identity had grown stale, lacking the good design and style an arts organization should have. For a group that had been around so long, few people knew who they were and what they did — their communications lacked consistency and served to confuse rather than provide clarity. This happens to a lot of organizations, but seems especially prevalent in the nonprofit sector where they try to fire on all
cylinders with limited resources over decades of ever-changing staff, volunteers, board members, and government officials where support comes and goes.
The council not only needed a reinvigorated visual presence, but a design and communications strategy that would bring clarity to their organization. Through good design and a cohesive visual program that would permeate their online presence, from web to social media and print to signage — a dynamic new visual strategy was put in place to excite and inform. But their new, contemporary identity
