Euco health management app logo
Spectracom Logo
Lavashield protective purge guard logo
Innovations logo
Kroner, Gamble + Company branding system
Drapery Industries Logo
Blueshade
Five Star Bank branding system
Euco health management app logoCOLLABORATIVE WORKSHOP | NAMING | CREATIVE DIRECTIONThe naming and design process started with collaborative sessions in which key stakeholders could share their insights regarding the product, the market, target customer and competitors. we explored a wide range of naming directions rangingfrom the evocative to the descriptive to value oriented names. The winning name “Euco” is a derivation of “Eucommia,” a Chinese tree known for its medical benefits.The design exploration focused on conveying positive progress with an appropriate blend of technical savy and a user friendly experience.
Spectracom LogoCONCEPT | DESIGN | CREATIVE DIRECTIONThis is the third-generation brand identity. Spectracom is a technology company with a 40+ year history whose product and service offering has always been built around their GPS expertise. In 1998, the first generation of this identity was designed.The logo mark conveys the idea of an object in orbit. In the 90’s, Spectracom’s claim to fame was technology that provided GPS-based time reference for both business and public safety applications. Even then, there was a strong strategy to leverage their GPS expertise to win emerging, diverse, GPS-dependent markets which now include defense, financial/stock trading, Mobile communications to name a few.
Lavashield protective purge guard logoNAMING | CREATIVE DIRECTIONLavaShield is a first-of-its-kind product designed by Shuman Plastics, Inc. In the plastics molding industry, “purging” is a key process that cleans the molding machines and prepares them for the next run. It involves feeding molten cleaning agents through the equipment to eliminate contaminants. Its a process, that if handled incorrectly, can be dangerous for the operator and the environment.Shuman identified their target market as the machine operators and their foreman. The demographic description identified them as being rugged, straight talking, hard workers. They have outside interests such as motorcycles, trucks, hunting, fishing, etc. – they’re tough.With the target in mind, we delved into a naming and brand identity process that would produce an evocative name which would appeal to the target’s values while describing the products function.
Innovations logoCREATIVE DIRECTION | DESIGN | TAGLINE
Kroner, Gamble + Company branding systemCREATIVE DIRECTION | DESIGNkroner, gamble and company, a visionary accounting firm prides itself in providing its professional capability within an engaging client experience.Their aspiration was for a branding system that represented their deep skill balanced against their energetic, positive way of doing business. They wanted to bring some of the advertising agency attitude to the accounting industry.The branding system is powered by four vibrant colors. To encourage creative energy, each staff member has their personalized stationery and business cards printed in four different color combinations. Staff is encouraged to mix and match all the colors when corresponding.
Drapery Industries LogoDESIGNDrapery Industries, a regional powerhouse in the commercial window treatment market, is unique in that it is vertically integrated providing design, manufacturing, installation and service. This vertical integration is a strong differentiator for their target market which includes Architects, Interior Designers and Facilities Managers.The sophisticated, aesthetically pleasing logo type is an effective representation of the company and its offering.
BlueshadeCREATIVE DIRECTIONDrapery Industries. Inc., (above) commissioned the visual branding of their environmentally-focused line of window treatments. Blueshade® products are made from environmentally-friendly materials that provide significant energy efficiency benefits.
Five Star Bank branding systemSTRATEGY DEVELOPMENT | CREATIVE DIRECTIONOriginally designed for Five Star Bank’s holding company and its five distinct community banks, the star logo is designed to represent three specific value propositions that the banking system offers. 1. Vision/navigation... looking ahead, as in the star often depicted on a compass or map rose graphic. 2. Community: the star as seen in traditional motifs such as quilts and other symbols of home and community 3. Prosperity: The star as seen gracing the sides of the barns of thriving farms.More recently, the five banks were consolidated into today's Five Star Bank. With its ongoing growth and acquisition, the visual branding system has successfully grown with the company for nearly fifteen years. It allows new acquisitions to maintain their own valued identity while becoming part of a more capability-rich system.
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