KAYABI: DODGEBALL EVOLVED
CHALLENGE: In 2014 NY Kayak Company looked to name and develop a soup-to-nuts brand for a new sport combining kayaking and dodgeball. The Catch? They were a month and a half away from the start of the kayaking season.
SOLUTION: Turning our biggest challenge into our greatest strength, we decided to leverage the power of the collective and made branding into a team sport. And the crowd-sourced brand was born.
PROJECT EXECUTION: Brand Strategy, Brand Development, Brand Identity, Web Design & Development
HOW WE DID IT
1. First we alpha tested the sport (as much as we could)
2. Then we designed an event to crowd-source the name and brand personality from carefully selected participants.
Knowing damn well that this could backfire we leveraged our experience in:
• design-thinking facilitation
• innovation hacking
• caffeine drinking
In doing so we were able to capture the true spirit of the game, name and develop a full brand identity, website, + handbook and swag in time for the upcoming season.
OFFICIAL KAYABI HANDBOOK
CHALLENGE: Creo, the new kid on the block was looking to solidify their place in the market by launching a new line of beautiful cookware using a new technology which bonds ceramic + glass.
SOLUTION: First we established a solid brand foundation and crystalized the brand's voice. We named the technology Smartglass for its ability to go from oven to freezer.
Then we joined in the prototyping phase:
providing color trend analysis and pantones
wrapping it all up with some tasty package design.
PROJECT EXECUTION: Product Development, Brand Strategy, Photography, Package Design
DESIGN & COLOR:
We designed two lines of Smartglass bakeware and nesting bowls for Creo:
1. GREY MATTERS line hit urban dwellers demo like a double-shot of Stumptown Espresso. Matte grey spectrum with signature white pop interior.
2. POP line aimed to appeal to modern foodies that make the kitchen the centerpiece of their home by creating accent pieces they'd proudly display in the kitchen and on the table.
To draw attention to their high-tech materials and quality production we created a signature white interior and designed an ownable manufacturer's mark that harkens back to the original Pyrex.
A COMMUNITY OF 1500+ HIGH CALIBER
INDIVIDUALS IMPROVING THE WORLD.
In 2013 Bryan D'Alessandro co-founded UP with national security expert Dan Dolgin, and former CGI executive Marilia Bezerra.
If you ever watched a TED Talk and felt inspired to take action but weren't sure how, UP was the answer.
Our events range from intimate dinners and private screenings to salon discussions and field trips.
We design unforgettable experiences bringing together the top minds, performers, and organic chefs in the most inspiring spaces around NYC.
PROJECT EXECUTION: Business Development, Brand Development, Strategy, Event Design, Video Production
UP INTRO VIDEO
THE HERO'S BALL
WE'VE HOSTED 50+ EVENTS INCLUDING:
• The Power Of Mass-Scale-Movements at Foursquare Offices
• Film Screening "The Overview Effect" at Redbull Studios NY
with a panel of the Director, two Astronauts, a Futurist, and a Zen Buhddist Priest
• A Subversive Tour of The Met w/ Museum Hack + Victorian Picnic in Central Park
• Global Family Reunion exploring genealogy w/ Author A.J. Jacobs (Editor at Large for Esquire)
• GEveryone @LRN, crowd-sourced ideas were fed directly to the G8 Summit
MEMBERS WEBSITE + FORUM
Samaya's meditation pillows use luxurious fabrics filled with calming lavender flowers- standing far and away from the crunchy status quo. A beautiful product that puts a spin on an ancient practice. With a fast growing 8% of Americans (18m) using meditation as a practice meditation is not just for monks anymore.
But product is one piece of the puzzle. These are interesting times for new brands-who can break out of the tired wholesale model and maximize margin on their own-but, its a lot more than slapping up a site and a few social posts. That's where The Humans come in.
Strategy is king at any stage, but for brands starting out it can be the lifeblood. From pricing to positioning, competition to connections, merchandising to marketing- we helped the founders of Samaya to crystalize their vision.
Samaya had a dream retailer in NYC. Leveraging our industry connects-which are far and wide-we connected Samaya to that retailer. Within two months Samaya's NYC debut was on those very shelves. This was just the first step for us supporting Samaya. As they grow we will continue to share in-market connections, expertise, and input evolving the brand in alignment with their guiding principles.
PROJECT EXECUTION: Brand Strategy, Business
CHALLENGE: Full Circle was struggling to stand out on cluttered in-store shelves. With a product line of 50+ items they needed help in delivering a cohesive collection with consistent format and communication across the board.
They came asking for a pack redesign, we built them a brand.
SOLUTION: We started from the Brand Foundation connecting the founders back with their passion. We began to uncover the brand personality developing an informed, conscious, and playful voice. This clarity was built into their information architecture- ensuring clear and cohesive communication across the brand's vast product line . We designed clean and simple packaging that allowed for higher visibility on crowded store shelves.
PROJECT EXECUTION: Brand Identity + Voice, Strategy, Package Design, Icon Design
PACKAGING ICON SYSTEM
Challenge: Design a simple set of icons to cut through on-shelf clutter, to inform and educate customers about Full Circle's sustainable materials.
BACK OF PACK ICONS:
MARRIOTT SPRINGHILL SUITES
CHALLENGE: The Millennials are here to stay. The frequent guests of Springhill Suites are rapdily changing and so are their needs.
SOLUTION: With a younger customer base looking for the ultimate experience, everything had to change. From a cooler style, a more relatable voice, to social offerings, and a sleek, intuitive booking experience- we rebuilt the brand from the ground up.
PROJECT EXECUTION: Brand Development, Brand Identity, Digital
WABI SABI SOUND
CHALLENGE: Wabi Sabi is a boutique sound design company with a background in cinematic blockbusters and high-end gaming. To say they are unique is a gross understatement. To capture the sound of a monster's guttural snarls they filled a kiddie pool with jello and sloshed through it.
SOLUTION: The talent and passion were there, we helped develop their brand strategy and crafted a brand voice + identity that let their freak flag fly.
PROJECT EXECUTION: Brand Strategy, Brand Development, Brand Identity, Digital, Typography
LOGO, COLOR PALETTE, CUSTOM TYPOGRAPHY
The concept was to take visitors on a journey,
through the discovery of sound styled by Hieronymus Bosch & Monty Python.
Check out these gif animations we layered in. (scrollover)
Here's WS founder Andy servin' up some tunes.
Because Black Bears can't breathe under water... obviously.
Ahhh, the circle of life at work. Ear sharks attack.
Flying fish are just plain rude.
CHALLENGE: As an online magazine exposing the nitty gritty on the unspoken topics of the contemporary fashion industry, AI needed to cut through the clutter and reach a clientele of busy fashion execs.
We added filter functionality that allowed content to adapt to the needs of busy execs.
SOLUTION: We established a clean, editorial design for the brand and site, and created advanced filter functionality, allowing for ease of use.
PROJECT EXECUTION: Brand Development, Brand Strategy, Digital