Having identified an opportunity in the market for a natural pet food at an economical price, PetSmart wanted to create a pet food brand that could capture the emotional connection between pet parents and their beloved pets. We all want the best nutrition for our pets, but we shouldn't have to spend more on them than we do ourselves.
The moment right before we feed our pets was the inspiration—when Fido is obedient, eager, and totally dependent on us. It is the sort of moment we look forward to each day and it can represent so much about our relationships with our pets.
PetSmart was even willing to go further and used this emotional platform to strengthen their commitment to charity by providing a meal to a pet in nearby shelter for every bag of Good Natured pet food that is purchased.
Going the extra mile and translating basic brand character into meaningful action will always resonate with customers.
Lead Design, Spicefire
If the average accelerator program is for start-ups to plant their ideas as seeds that will grow into businesses, then at Spry Labs the seed is an unsolved problem and the resulting plant is a product that not only solves the problem but is also ready for market. By bringing experts from a variety of fields that wouldn't normally interact together in one place and using a fast-paced iterative process inspired by start-ups, Spry Labs will be taking innovation to a different level.
The folks behind Spry Labs had a genius idea to generate innovation in a market desperately in need of disruption—health care—but needed a manifesto and a visual toolkit to rally behind.
Highlight the diverse talents that are coming together in this new agile environment and the delight of unexpected connections that happen when people with different backgrounds are united for a common purpose.
When you challenge those around you in new and exciting ways the favor is returned and along the way there will always be at least one happy accident.
Concept & Design, Spicefire
for Spry Labs & Cintrifuse
Refresh the USGreentech brand story to pave the way for new product offerings and strengthening current product recognition.
Because Envirofill, USGreentech's "alternative synthetic infill," has so much brand recognition in the world of landscape applications a separate look and website were established for Envirofill Landscape. On the sports side, the USGreentech look and feel was refined with a clear, strong architecture in place for expansion with more products.
Design Direction, Spicefire
for The Motz Corporation
What started as a desire to see more culture and lifestyle focused content in cycling magazines (and less race summaries and gadget reviews) has become a personal mission to stir passion in the hearts of cyclists and motor-sport enthusiasts around the world.
The initial concept of a culture magazine exploring the reasons and passions that drive the common enthusiast now includes posters celebrating the great races in pro cycling and Formula 1 racing with plans to begin offering apparel soon.
If you're a fan, pick something up from my shop, Hors Catégorie.
Ashworth suffered from a familiar problem—aging and relevance. The brand was once seen as a pinnacle of fashion on the golf course and wanted to re-tailor the fashionable gentlemen of yesterday for the hipper and fitter players of today.
The old golfman was headed the wrong direction, both literally and figuratively. He looked slow and old, like he just had a good walk spoiled.
Instead of straining under the weight of his clubs, he should be marching proudly and politely to his tap-in for victory in the member-guest tourney. The logotype too should look fit and effortless, with just the right touch of class to pay homage to the centuries of men before him who have won and failed by the swing of the club or the grace of a good bounce.
Design, Landor Associates
The Over-the-Rhine Museum needed a brand mark, a manifesto, and a visual toolkit that it could use to generate buzz, attract investors, and spark conversations throughout the community.
A modern take on looking back, with an emphasis on conversation. Modular elements provide a dynamic, flexible system that can work in a variety of applications and stand the test of time.
Concept & Design, Spicefire
Full brand re-design for Crest Pro-Health, which has become a multi-billion dollar line without benefiting from a coherent architecture or strategy as it has grown.
This concept heroes the caduceus, Crest's winged credential mark, so it can become as iconic as Nike's swoosh. Brand architecture is strengthened through the flexing of brand colors, forms, and finishes between the three proposed pillars.
When you're a category leader, pulling the trigger on big change can daunting. "Why risk it," some might say. But when you embrace your core brand assets and stay true to your foundation, then you can be bold with a purpose.
Concept & Design, Landor Associates
for Proctor & Gamble