Avanade Global Brand Refresh
Change is hard. Refreshing a brand for the first time is even harder. After 15 years, and relatively unknown as a brand in the technology consulting market, Avanade was at a crossroads. Their understanding of the importance of brand was often overshadowed by their parentage (Microsoft and Accenture) and with that a cultural resistance, at all levels of the company, to changing their identity. The board and executive council was on the fence about this as a business issue. Brand makeovers are expensive, but moreover there is a perception of risk.
After a few months of pushing, this initiative came to the fore and we embarked on a few weeks of advocacy (lobbying is more like it!) to board members, executives in leadership and influencers in the company. This was the first phase. The second was the visual identity itself, accomplished in several weeks in it's basic form, the ideology of the company came forth through a new logo mark and updated typography. The third phase was to launch, implement and measure impact internally and externally. Here we saw major shifts in adoption, application and recall.
Since the inception of this new direction there have been marked improvements in internal and external metrics. Namely in recruiting which has benefitted the most due to the modernization of the identity.
For reference: The refresh of visual design and logotype for a global company. The only mandates were that the primary color (orange) was to be maintained. All other options were on the table.
(above) Brand 'biology' of logo identity in relation to a new business vision.
Example of office environments. 17 locations were refreshed for brand launch in 2017. Full rollout will be completed in late 2018.
Other materials and information are available upon request.
Baccarat
Content and Web Development
Content and Web Development
For almost 300 years Baccarat has produced crystalware in many forms, from functional to high art, Baccarat has been unique in its category and always a leader in the luxury market. The following are a series of depictions that demonstrate merging product, usability and structure whilst maintaining the brand ethos of Baccarat.
Kenneth Cole
eCommerce Website & Content Strategy
eCommerce Website & Content Strategy
In conjunction with the design of their web presence the team at Kenneth Cole wanted to support a series of content initiatives that integrated their products more favorably with the social dimension of their current and potential new buyers.
The website geo-targeted buyers who downloaded their mobile app and offered them push incentives for affiliated partners including store openings, theatre and music events.
GNC
Content Strategy & Market Expansion
Content Strategy & Market Expansion
GNC nutrition centers is widely known in the bodybuilding market and is widely recognized in various retail outlets around the world. Financially GNC was struggling with how to invest in gaining more affinity card subscribers and was plateauing in their media conversions.
In a series of strategic meetings the clearest path to finding this type of growth was in consumer demographics outside the perceptions of their brand. After a few weeks of foundational development we embarked on a journey to discover new market segments and to quickly define and determine where in the value chain they would be placed.
This effort was reported back in 6 weeks and launched several weeks later to 3 specific health segments. After an 8 week run the GMC W.A.Y. campaign garnered 8X over actual planned sales and 66% of those who were new to GNC were new users to the brand both online and in their retail locations.
5 PILLARS BUSINESS STRATEGY ICONOGRAPHY
