Integrated brand development for BlackBerry Priv, a slider smartphone developed by BlackBerry; the first BlackBerry-branded smartphone that runs Android OS.
Developed branding guidelines based upon the updated logo.
Defined design principles; create executions for the global launch campaign.
Invented on-brand creative concepts and deliverables across a wide variety of projects and platforms including websites, video, social and environmental.
Reviewed internal teamwork to ensure brand cohesion, compliance, and creative direction.
United Nations Initiative - Design Strategy & Visual Identity :
Challenge: The United Nations had been running the program Responsibility to Protect for 10 years. This program is based on protecting citizens of the world against war crimes, genocide, and crimes against humanity. Any work that the program undertook was not represented visually, they lacked awareness and had no obvious link back to the United Nations.
Process: As the United Nations is one of the most recognizable organizations in the world it was obvious that the main equities needed to stay and be reimagined for this program. The color blue, the wreath and the circular shape were what the United Nations was known for. These elements were repurposed to fit the themes of community and protection of which the program is built on. The small dots come together to form a community and a protective barrier. The visual identity fits cohesively into the brand architecture for the United Nations while allowing this program to have its own identity and gain awareness.
Outcome: This visual identity was chosen a finalist by the United Nations.
S&P Global, the leading provider of transparent and independent ratings, benchmarks, analytics and data, needed to unite its cross-division functionality and content under one master brand to better enable users to make their financial decisions with conviction.
Our goal was to show the power of S&P Global’s capabilities and brand by creating a unified brand experience that would represent the company’s many complex offerings under the singular focus of providing essential intelligence to companies, governments, and individuals.
S&P Global’s existing content ecosystem was fragmented. My initial role was to perform a comprehensive audit of all publications within the existing brand ecosystem, evaluating thousands of pieces of content from various sources against brand/quality guidelines. Once devised a new publications hierarchy, I created a Marketing Literature Suite where the brand could share the vast amount of intellectual capital that its world-renowned experts produce every day. Using the brand’s new voice and positioning, I worked to establish S&P Global as a thought leader across financial markets.
From there, we defined a minimal and considered visual system that works across all of S&P Global’s divisions. Our goal was to make sure each division felt like one part of a cohesive whole that worked together to deliver the intelligence people need every day.
Launch of Rilastil USA, the new brand image for the #1 Italian skincare company. Establish the conceptual and stylistic vision for the brand in the US market.
Role: CD/ Design.
We took upon a brand challenge of a big player in the pharmaceutical industry, the acquisition of Schering-Plough by Merck.
Could Merck leverage this challenge to emerge with a renewed brand character? How will a brand consultant establish synergy with the company’s leadership to pull this off?
We profiled the company, its history, leadership, competitors, and audiences, articulated Merck's brand positioning, and vision and unveiled the brand's compelling truth.
The Public Broadcasting Service (PBS) is America’s largest public media station with strong branded programs such as Sesame Street, Downton Abbey, Antiques Roadshow and Masterpiece. However, it has faced several challenges including a lack of relevance to a millennial audience, as well as its current audience failing to associate its content with the brand of PBS. The brand caters to both ends of the age spectrum in terms of its offerings, but has suffered a lack of relevance amongst a millennial audience, often referred to as "the lost generation."
The brand's offerings seem cluttered and disorganized, having struggled thus far to thrive in the digital space. Furthermore, the proliferation of new media platforms such Netflix and Hulu, and other international public broadcasting competitors, such as the BBC, threaten to steal PBS’ target audience.
In summary, PBS faces many challenges as it struggles to keep pace with contemporary culture and the new digital age.
Phase 1 | Brand Immersion, Design Brief, Competitive Audit, Market Research and Insights Gathering.
Phase 2 | Defining the Strategy
Phase 3 | Marketing Tactics and Brand Identity Refresh
Keeping the positioning of curating lifelong learning in mind, the overarching theme of executional ideas was to bring further focus and clarity to everything, from a logo refresh to an advertising campaign, to a curated online streaming service, and much more. The common thread linking these ideas are all to position PBS as a trusted curator of meaningful content.
Proposed new logo, inspired by the strategy of 'focus' and bringing 'clarity' to the identity, while capitalizing on the current recognize PBS brandmark.
Team: Olivia Barry, Ryan Beickert, Salka Fernandez, Sarah Fudin
The case was developed at the SVA Masters Program in Branding.
Images used for concept purposes only.
Brand development and Identity of Snack Labs, Inc. The Potato Chip Project, a Brooklyn based fine snack company.
The Potato Chip Project are premium kettle cooked potato chips with exotic flavors from around the world designed to par with certain dishes.
Fortune 500 company Kimberly-Clark wanted to develop a new brand commercial program that emphasizes the emotional benefits of using both Cottonelle® Comfort Care and Fresh Care in concert.
The major goal was to make customers understand and value the opportunity for driving both Dry and Moist, and understand Cottonelle's ability to deliver on this and begin shifting behavior from Dry only events to promoting/driving both Cottonelle Dry and Moist at the same time.
Consumer insights research, Communications strategy, Promotional graphics
Marla Stough, Monica Diaz, Hansel Perez, Pablo Ulpiano
Case developed at the SVA Masters Program in Branding, directed by Christine Mau, Brand Design Director at Kimberly-Clark.
Images used for concept purposes only
Icon design for AVIS new services.
Agencie: LoganTV NY
Brand identity for New York based production company.