Transforming Brands
BABYCENTER
The number 1 website for expectant and new mothers, BabyCenter, was in need of brand strategy work, a new identity, and a new site design. Our positioning of “We believe in the journey of mommyhood” was based on the insight that having a baby is a remarkable journey of ups and downs, and who better to guide you than BabyCenter’s extensive expert and peer networks? The brand manifesto rallied the company, and the identity and website redesign brought them up to date and greatly improved usability.
BOLTBUS
Brand invention from scratch. The name, the design of the bus, bus amenities guidance, brand identity, visual language, website, digital ads, street teams and OOH for launch, drivers’ uniforms, strategy, and guidelines for hiring operators.
Named as one of America’s Hottest Brands by Ad Age.
The brand broke even 2 months after launch and has grown from initial service in 4 cities to 22 cities in 2016.
Accused of being the culprit responsible for reduced Amtrak ridership in the Northeast.
GREYHOUND
Brand identity redesign, bus design, visual language and brand guidelines development, iconography system, website, digital and social. The redesign, inspired by Greyhound’s rich design history of the 40s and 50s, helped this venerable brand transition from a downtrodden public image to that of a viable modern transit choice for students and other people looking for lower-cost travel.
See the 100-year history site at greyhoundhistory.com.
RITZ-CARLTON
Ritz-Carlton’s whole ownership and fractional interest luxury properties in San Francisco, Lake Tahoe, Tucson, and Aspen.
Work included brand manifesto, visual language, brand voice and tone, collateral, print ads, and direct mail.
Drove sales by leveraging unique luxury cues in a personal way, showcasing extraordinary features and amenities.
TAKE CARE CLINIC
Take Care Clinics are in 350 Walgreens stores nationally. The brand relaunch included a new brand identity, clinic reception area redesign, retail graphics, and way-finding, website re-skin, recruitment ads, and website for nurse practitioners, and a B2B relaunch that included design systems for educational materials, collateral, and materials for new clinic openings.
Clinic use more than tripled within the first 12 months.
Take Care Clinic's brand delivered strong positive associations with key healthcare attributes, which also increased consumer favorability toward the parent Walgreens brand.
Blackstone
Based on the fact that Blackstone is every person’s wine, albeit a very drinkable one, we pushed on the snobbery of wine culture in print ads by making fun of the sometimes ridiculous adjectives used to describe wine. A mobile wine truck that brings the wine to the consumers where they congregate reinforces the casual approach.
Kendall Jackson
A unique brand position driven by a tongue-in-cheek headline lightens the message, and when paired with on-premise tasting cards that gamify the whole idea of wine tasting, it makes for a unique brand experience.
Kendall Jackson
The current makers' trend is widespread. Prompting purchases by offering consumers the ability to create their own wine bottle wrap with supplied materials at point-of-sale is a way to leverage the trend and prompt gift-giving for the holiday period.
Dead Bolt
A brand targeting millennials with a unique name and our brand idea of “not being afraid to do things your way” inspired a bold style and quirky messaging like, “Unlock hints of nuanced flavor, if you’re into that sort of thing.”