our work
“You don’t have to see the whole staircase. Just take the first step.”
Martin Luther King, Jr.
Recent Projects
BRANDING + APPLICATION
Second Half Advisers
After spending 10 years as the co-founder and CEO of a successful social impact marketing agency, Second Half Advisers’ (2HA) founder decided it was time to help other aspiring entrepreneurs launch their own companies. As a collegiate athlete himself, and assistant coach for an NCAA D1 Women’s Softball team, he wanted to create a brand that brought his passion for sports, and his entrepreneurial expertise, together in a way that would resonate with business-minded coaches and early-stage founders alike.
During our first three-week sprint, we held several virtual workshops together to dig-into the ethos behind the name, explore different paths for the brand’s visual tone, and begin crafting the narrative. We ultimately presented three potential directions, each with its own unique personality — yet all still laddering back to the founder’s vision, as well as his deep understanding of his audience.
Once we decided on a tonal direction, we moved into the second three-week sprint, where we developed a complete visual identity system, brand narrative, and comprehensive brand guidelines document. We also created wireframes and a notional copy deck for 2HA’s website, giving the founder a tactical application for the brand work, as well as a head-start on building the website once he was ready.
BRANDING + STORYTELLING
Way of Being
Being Creatives ourselves, we’re no stranger to all of the wonderful opportunities and experiences this industry can offer. But what most people don’t see from the outside are the incredible challenges — stress, anxiety, fatigue, diminished motivation and self-worth — that often go hand-in-hand with working in a field where your output is constantly being commoditized, capitalized, and judged.
So when we had the chance to develop the brand for Way of Being (WOB), a new mental health community and mutual aid society built specifically for Creatives, it felt like the universe was giving us a nudge.
The founder had already built a solid business plan, but needed support in crafting the right story to engage individuals, and companies, across a variety of audiences (creatives, agencies, and funders). She also needed to create a visual identity that would stand apart from the oversaturated “soft and soothing” territory of so many mainstream wellbeing brands, and appeal more directly to Creatives’ spunky and non-conformist identities.
Together, we spent several weeks exploring visual directions that ranged from organic and minimal to bold and color-blocked, and ultimately, landed on an identity with a mixed-media feel that captures the hands-on, unfiltered, and slightly rebellious spirit she was after.
Once the core brand elements were defined, we designed a homepage wireframe and layout, redesigned the business plan deck, and refined the pitch messaging to get Way of Being closer to becoming reality.
BRANDING + DESIGN + STORYTELLING
DesignShifts
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