Reintroducing a beloved icon to the new creative class

Herman Miller

Ad Campaign Creative Communications Planning Social advertising Strategic Partner Engagement
Syndicate

Our challenge was to Help Herman Miller capture a wide audience for their 25th-anniversary edition of the Aeron chair.

We recognized the need to tell the story of how behind-the-scenes innovation had improved a classic design in order to revitalize audiences that were nostalgic for the original product and engage a new class of creatives considering an Aeron for the first time.

The juxtaposition of the chair’s timeless design and cutting-edge ergonomics drove the B2B and B2C market strategy, visual, and tonal inspiration for the Masterpiece Remastered campaign.

Syndicate

Next-Gen Engagement

Generating a 3x increase in new site visits attributed to the campaign.

Building a New Base

Driving 77% more new customers into sales funnel.

B2B Toolkit

Engaging key sales partners by providing B2B-specific tools and assets to drive customers through the sales funnel.

Syndicate

Harnessing a powerful legacy to chart a new path for future growth

Pantone

Ad Campaign Creative Art Direction Brand Identity & System Positioning & Purpose Social advertising
Syndicate

To position Pantone as a leader in color expertise and intelligence, we needed to transition the brand from a B2B focus to a consumer-minded brand.

Our global research strategy lay the foundation from which we revitalized Pantone’s Color of the Year campaign as a year-round tool of expression, charting the future of color direction and studying how color influences human thought processes, emotions and physical reactions. 

We also created a new logomark, “Make it Brilliant” tagline, and internal and external marketing campaigns that celebrate the brand’s past and future.

 

Syndicate

Robust social engagement

Rising on Instagram to become the fifth most-popular and engaged-with account.

Campaing-driven growth

Triggering an exponential rise in the brand’s social following across Facebook, Instagram, Twitter, and Pinterest.

Powerful media impact

Generating the largest media impact in the brand’s history with 2016’s Colors of the Year.

Syndicate

Introducing the future of driving and mobility to the world

Lucid

Brand Identity & System Communications Planning Digital Product Design Organizational Consulting
Syndicate

Lucid challenged us to capture the company’s “spirit of California” identity in their Silicon Valley showroom and HQ.  

To fully immerse customers in the brand’s spirit and establish them as leaders in space, energy, and time, we took visitors on a journey, beginning at Lucid’s origins and inspirations through to tech demos, vehicle prototypes, and customization options. Branded assets, graphics, and messaging enhance the visitor showroom experience.

The showroom design’s scalability and flexibility enables Lucid to apply this prototype to sales centers as they expand into new locations and markets.

 

Syndicate
Flexible Design

Setting design standards and prototypes for consistent brand and showroom expansion.

Memorable Experiences

Growing consumer interest through interactive and experiential features.

Lasting Impact

Connecting with customers to drive brand awareness and community.

Syndicate

Unifying an organization around a new vision for future impact

Carlyle

Digital Product Design Experience Design Positioning & Purpose Strategic Partner Engagement

Our challenge was to provide communication guidance for The Carlyle Group’s Global Investor Conference. We identified the need to inform and inspire LPs on Carlyle’s leadership, vision, and investment excellence, emphasizing togetherness and cooperation. 

We crafted messaging themes driving the conference’s communication strategy, content, and thought leadership, culminating in video content, experience design, and conference materials.

We also developed a strategy and narrative highlighting Carlyle’s ESG impact, and developed an interactive impact report and microsite that allows Carlyle to stay consistent and transparent in their leadership efforts.

 

Syndicate

Redefining Leadership

Crafting a narrative that represents a new focus in diversity, inclusion and strength in numbers.

Brand Transparency

Building trust through highlighting the firm’s sustainability and diversity efforts through interactive digital touchpoints.

Thoughtful Connections

Establishing relationships with key business partners through creative and social content consistent with the brand’s tone and voice.

“From due diligence through exit, our impact approach at Carlyle is rooted in building better businesses from the bottom up and top down. The Carlyle 2020 Impact Review speaks to our expanded focus on this long-term strategy and demonstrates how our holistic approach is driving change forward even in challenging times”

Kewsong Lee & Glenn Youngkin, Carlyle CO-CEO’s

Using the power of haptics to disrupt a shoe category

Nike

Communications Planning Digital Product Design Experience Design
Syndicate

Our challenge was to position Nike as a leader in apparel and innovation through the launch of Hyperfeel, their breakthrough running technology.

We designed and activated The Art + Science of Feeling, a neuro-sensorial experience where guests embarked on a barefoot journey across varied textured surfaces, enhanced through motion-triggered audiovisual elements, that elevated the sensorial experiences of running. Interactive installations communicated additional product benefits and campaign messaging throughout. 

An interactive data visualization display alongside the product grew as attendees participated, providing personal biometric takeaways and aggregated content for Nike’s channels.

 

Syndicate

Meaningful engagement

Inspiring social engagement from over 30% of visitors.

Target exposure

Creating supplementary programming to expand the ‘drop’ audience from sneakerheads to design students and NYC running crews.

Artistic alignement

Facilitating meaningful partnerships to tell a deeper product story and drive media buzz.

Syndicate

Highlighting a lifestyle brand’s character and community to refresh their flagship experience

Goop

Digital Product Design Experience Design Positioning & Purpose Spatial Design
Syndicate

After a logistically challenging debut, our task was to help Goop develop, design and produce their second annual In goop Health wellness summit in NYC. 

Our focus on providing a frictionless experience made us rethink every stage of the guest experience, from pre-event registration through day-of participation. We developed a strategic spatial plan that transformed the cavernous event space into one inviting self-care and community. 

We designed a custom registration platform for guests to register in real-time for treatments, classes, and activities; stand in virtual lines; and process payments.

 

Syndicate

Seamless execution

Delivering digital solutions and a concierge-style service strategy that continues to be used at In goop Health events.

Experiential design

Transforming 44,000 feet of raw space into a venue for multiple simultaneous activations.

Building the community

Earning recognition and praise from multiple wellness and lifestyle platforms.

Syndicate

Redefining a district as a community, innovation, and culture hub

24+ Half

Experience Design Graphic design Positioning & Purpose Social advertising
Syndicate

Blue Onyx tasked us with the challenge of highlighting the narrative of 24 + Half, a new innovation district, as an urban rebirth of Paterson, NJ. 

Our opportunity lay in developing a branding and placemaking system that celebrates the district’s entrepreneurial spirit while fostering a vibrant and equitable future.

We branded and launched a Covid-19-safe beach party around the message “Paterson rising” to boost community engagement, and designed a new visual identity, environmental graphics, and creative content for the redevelopment site. Custom typography makes the logo adaptable for collaborations and initiatives.

 

Syndicate

Robust Identity

Forging lasting relationships and collaborations with business partners and community members.

Engaged Community

Building community through events and initiatives in line with the brand’s core mission.

Custom Creative Assets

Encouraging members to celebrate and represent their new neighborhood.

“We’re excited about creating a catalyst for renewal within this historic neighborhood in a way that celebrates Paterson’s entrepreneurial past while looking forward to a sustainable future.”

Levi Kelman, Blue Onyx CEO

Empowering Americans to unite and fight for democracy

ACLU

Ad Campaign Creative Digital Product Design Influencer Management Positioning & Purpose Social advertising

Our challenge was to help the ACLU increase voter participation in the 2020 presidential election. Through research and tracking user journeys, we realized that we needed to create a sense of urgency by amplifying what was really at stake in order to generate action. 

Using these insights, we concepted and developed the campaign strategy and digital experience for #OurVoteOurFight. Two campaign videos, an interactive web experience, and over a thousand shareable social media assets ensured campaign scalability, strong engagement, and emphasized the impact each voter has on the nation’s future.

 

Syndicate

Empowered Audiences

Uniting the American population with a single mission and call to action.

Digital Asset Toolkit

Inviting active participation and driving content distribution across multiple social platforms.

Strong Impact

Expanding organizational reach through for an ongoing platform, voice and following.

Syndicate

Identifying what listeners want in a new sound experience

BelloSound

Art Direction Digital Product Design Graphic design Positioning & Purpose Social advertising
Syndicate

Our task was to position Bellosound as the go-to music source for event talent, custom playlists, and streaming. Our research and exploration revealed that we needed to communicate both the brand’s sense of sophistication to corporate clients and coolness to casual listeners. 

We developed an external brand strategy to serve diverse environments and users, and established internal brand guidelines to strengthen brand identity from within. We designed creative content that governed all promotional material and collateral for live events, social media, and streaming platforms.

 

Syndicate

Diverse Assets

Connecting brand offerings and services to key business partners.

Elevated Standars

Building community both internally and externally through a new brand identity.

Social Presence

Establishing brand awareness with creative content across multiple platforms and channels.

“Even if you can’t stay in one of the French Polynesian hotel’s new overwater bungalow suites with infinity-edge plunge pools, try to imagine it while listening to Bora Bora Dreamin’. Curated with DJ/music styling company Bellosound, the songs play at some of the Four Seasons’ restaurants and bars and are as light and frothy as the hotel’s tropical Puura Nui cocktail.”

Forbes Travel Guide

Celebrating an icon’s legacy to chart his second chapter

Tiger Woods | TGR

Brand Identity & System Communications Planning Digital Product Design Innovation Strategy Organizational Consulting
Syndicate

Tiger Woods tasked us with visualizing a future for his diverse portfolio and developing a new parent brand for his organization. 

To unify his businesses and teams, we created TGR, a family of brands and designed six connected enterprise websites. 

The pillars of our strategy – mindset, method, and mastery – guided a new identity design, public launch plan, and internal culture building initiatives. Coupled with a revived social media and communications strategy, this digital ecosystem helped catapult Tiger’s return to golf and elevate his vision for his next chapter.

Syndicate

Cohesive Brand Family

Creating lasting strategies to unify messaging, creative, and culture across a diverse portfolio.

Empowered Team

Facilitating new streams of cross-portfolio collaboration.

Digital Community

Creating a user-centered and growth-oriented digital home base that serves as a hub for fans, partners, and collaborators.

Syndicate

Acknowledging the importance of the patient experience to create a better mammogram

General Electric

Consumer Research Experience Design Innovation Strategy Service Design
Syndicate

GE Healthcare challenged us to reimagine the mammography process to chart a course for the business’s future.

Our accessible learning lab, with interviews, panels, workshops, and events helped us better understand the perspectives of those involved in the mammography process. Empathy-driven, patient-focused research revealed pain points with the mammography experience and guided our product and service strategy design to improve patient experience, testing efficacy and women’s screening rates.

We developed a service layer to GE’s product business – supporting additional, direct monetization of our research findings with GE’s core hospital customers.

 

Syndicate

360 immersion

Gathering insights from over 1,200 doctors, technicians and patients across the imaging ecosystem.

Product Innovation

Developing features like patient-assisted compression and material adjustments to for a more streamlined experience.

Changing Business Model

Inspiring a business-wide empathic approach to developing new products and services.

“Tasked with completely revamping patient perception of mammography, GE Healthcare […] found a way to put women in control of their own exam [and] made patient comfort a priority. [GE’s] Senographe Pristina has the best of our technology, but it was also inspired by empathy with women.”

Aurelie Boudier, Global Creative Director, GE Healthcare

Honoring the ambitious millennial’s mindset to design an educational roadshow

SoFi

Brand Identity & System Communications Planning Experience Design Innovation Strategy
Syndicate

Our goal was to help fintech leader SoFi deepen members’ engagement with their career advisory offering and help them better understand their membership’s full value.

SoFi Accelerate – the first-ever “career incubator” event series – invited young professionals to a day of reflection, inspiration and hands-on coaching.We designed programming to serve diverse working styles and career goals, so that attendees developed a vision statement, actionable 30-day plan, gained peer connections and SoFi resources to help them succeed.

Digital networking touchpoints before, during, and after the event deepened and facilitated connections.

 

Syndicate

Front and Center

Elevating career coaching from an under-used offering to SoFi’s marquee member benefit

Community Content

Creating supplementary ‘best-practices’ content to reach 30,000+ additional SoFi community members across the U.S.

Roadshow Execution

Engaging over 600 SoFi members and prospects in three major markets

“I’m thinking about how I can be a mom and craft a career that also allows me to be ambitious […] SoFi Accelerate helped me realize that achieving this vision doesn’t require me to leave my job – my work could be an asset building my vision.”

Attendee, 32, Management Consultant

Understanding a brand’s bold character to build a physical legacy

Bulleit

Art Direction Brand Identity & System Communications Planning Experience Design
Syndicate

Our task was to conceptualize and design Bulleit’s first visitor experience in a way that felt true to the brand’s bold and innovative character.

Our experience concept, Barrel to Bar, upended the usual process-focused distillery tour to tell Bulleit’s story through three key points: the ingredients that shape its flavor, the natural environments that shape those ingredients, and the industry team that helped build Bulleit from behind the bar.

Physical and digital elements developed included a bespoke label studio, hyper-local ‘garnish garden,’ multi-sensory tasting experience and interactive exhibits.

 

Syndicate

Partnership Amplification

Forging three new long-term community, innovation, and environmental partnerships for Diageo.

Evergreen Programming

Developing a long-term creative direction strategy to develop and refresh visitor center programming on an ongoing basis.

360-degree UX

Creating an entire tour experience, from graphics and exhibit curation to tour guide scripts and bespoke app development.

“The tasting experience was unique and really accentuated the senses when tasting. Our tour leader was also very knowledgeable and really taught us how to appreciate what we were tasting. Best tasting experience we had on the Trail!

Visitor, Summer 2019

Transforming a startup storyteller's digital DNA into an IRL presence

CNN | Great Big Story

Brand Identity & System Communications Planning Digital Product Design Experience Design Positioning & Purpose
Syndicate

CNN challenged us to develop a unique format for media buyers to meet Great Big Story, their mobile and social-first video network.

We recognized the need to craft a unique experience to cut through the density of the NewFronts conference and engage critical advertiser audiences. We created a multimedia digital ‘campfire’ experience that captured an adventurer’s aesthetic, communal exchange, and honored GBS’s dedication to the art of storytelling.

The tech-forward urban campsite featured four unique storytelling circles, each showcasing GBS content while gathering user-generated data and insights.

 

Syndicate

New Brand Language

Creating experiential guidelines for the brand to show up consistently in offline contexts.

Data Capture

Using digital capabilities to introduce content to key audiences as well as gather data on engagement, sentiment, and dwell.

Establishing Brand Family

Introducing GBS’s major role within the CNN ecosystem.

Syndicate

Recognizing the hearts and minds of young creatives to inform an inspirational social strategy

Adobe Students

Ad Campaign Creative Influencer Management Positioning & Purpose Social advertising
Syndicate

Adobe tasked us with creating more emotive, peer-to-peer relationships with Gen Z and millennial users.

In-depth research and interviews revealed that Adobe needed a more relatable brand personality upon which students could turn to for inspiration. Our social strategy aligned the company’s messaging and channels with the mindsets and behaviors of young creatives through user generated content.

We developed a 5-month channel and content calendar – inclusive of always-on and topical content – and designed supporting assets. A plug-and-play outreach process deepened audience engagement by highlighting student and influencer work.

 

Syndicate

Flexible Content Calendar

Developing a proactive, real-time framework for responding to pop culture as it happens.

Empowered Audiences

Showcasing the diversity of creativity and talent by partnering with students and opening a dialogue.

Strong Engagement

Generating a 75% stories completion rate, 6% over average.

Syndicate

Repositioning a legacy brand to facilitate conversations about the future of mobility

Ford

Brand Identity & System Consumer Research Experience Design Positioning & Purpose
Syndicate

Ford challenged us to bring their position as urban-mobility thought-leaders to life.

We ideated and hosted the City of Tomorrow Symposium, uniting government officials, startup founders, cultural tastemakers, and Ford leadership through keynotes and interactive breakout programming. The event also served as a platform to introduce Jim Hackett, Ford’s new CEO, and his perspective on the future of mobility. 

Multiple integrated program elements broadened the bounds of the mobility conversation, including collaborations with food truck entrepreneur Roy Choi, urban meditation team The Big Quiet, and production designer Alex McDowell.

Syndicate

Problem-Solving Platform

Designing an interactive space dedicated to diagnosing, analyzing and proposing solutions.

Facilitating Discussion

Convening experts and enthusiasts in numerous fields to discuss the key issues our cities need to address.

Brand Positioning

Showcasing the company’s forward-thinking trajectory and industry leadership.

“I had such an amazing time at #CityOfTomorrow with so many amazing and cool people, thank you all for coming and sharing your time w/ me. Thank you @Ford for inviting me to come and speak about a future made for all of us! ”

Event Attendee

Harnessing powerful voices to generate meaningful conversations

Harvard GSD

Digital Product Design Graphic design Positioning & Purpose

Following the events of 2020, Harvard GSD’s Alumni Council recognized the need to leverage their voice and facilitate discussion around pressing global challenges.

Realizing that candid, open conversations about how design can help solve today’s issues could inspire significant action, we developed Design Impact, a global content platform and virtual speaker series, working with key members to align its agenda with the school’s mission and to attract an international audience. 

Curated themes, speakers, and content ensures the initiative’s continued relevance while showcasing the impact of Harvard’s designers on global challenges.

 

Purposeful Content

Inspiring constructive conversations and impactful discussions.

International Reach

Uniting global design pioneers and thinkers in a shared mission and purpose.

Meaningful Partnerships

Collaborating with multiple organizations and institutions to build awareness and support.

Syndicate

Turning an upscale brand’s virtual presence into material form

Tamara Mellon

Art Direction Graphic design Social advertising Spatial Design
Syndicate

Our challenge was to expand Tamara Mellon’s brand identity into her first brick-and-mortar store in SoHo, NYC – the epicenter of luxury and global shopping hub.

We developed a spatial framework featuring a unique modular shelving system that highlights her shoes. Carefully selected materials and lighting ensures optimal visual merchandising and creates a tailored space for high-end customer experiences.

We designed environmental branding content including signage, graphics, and wallpapers to further shape the store space, and a pop-up mobile shoe truck to increase brand awareness and boost engagement on social media.

 

Syndicate

Thoughtful Design

Crafting a bespoke customer experience journey through form, materials, textures and color.

Brand Expansion

Expanding the brand’s established online presence into new areas of influence and growth.

Powerful Media Impact

Generating community engagement through hashtags and re-posts on social media.

“our retail store is mimicked after my closest. We display all of the shoes that we have available by size, which allows our customers to easily try on pairs at their leisure without having to wait for a sales associate to go in the back and fetch more sizes.”

Tamara Mellon for Forbes

Identifying the perspectives and priorities of financial advisors to build better value-add tools

NYLI

Digital Product Design Innovation Strategy Organizational Consulting Service Design
Syndicate

Our aim was to help New York Life Investment’s sales team open doors, stay relevant with financial advisors and better support customers. Extensive research and co-creation revealed that female investors desperately needed knowledgeable partners to better serve them.

More Than Investing – an easily scalable and manageable platform – combines proprietary research on emerging financial segments with “how-to” tools for advisors, including pre-packaged masterclasses, webinars, and snackable content. 

The program went live on IWD in 2019 and has allowed NYLI sales reps to continuously utilize new research and implement guidance.

 

Syndicate

Opening Doors

Enabling sales team access to key advisor offices weeks after launch

Going Against Goliath

Replacing a larger competitor’s offering in at least one major branch

Advisor Reciprocity

Driving increased interest in NYLI product line in participating offices

“I met with one of my advisors recently and shared some of the research. From there we [scheduled] a women-focused event and immediately discussed support and business levels.
This valuable information has helped strengthen the relationship and he is looking at a few of our funds in addition to [bond products] he was already using.

NYLI Sales Team Member

Generating meaningful connections centered around a core mission

Delta

Communications Planning Consumer Research CSR Digital Product Design Experience Design Positioning & Purpose
Syndicate

Our objective was to help Delta prove it is not just an airline, but a mission-led connections company.

We discovered that sharing individual perspectives and experiences could create deeper connections, so developed the To & From podcast with StoryCorps featuring interviews with guests from worldwide who share stories of leaving home and finding new ones. A podcast launch event united diverse travelers in meaningful conversation. Conversation buttons, a digital portrait gallery, and interactive globe fostered new relationships.

Strategy and design guidelines were codified for Delta in a To & From Playbook.

Syndicate

Strengthened Messaging

Proving the company’s mission and purpose with a narrative focused on diversity and inclusion.

Go Bold

Partnering with a notable organization to deliver a wide-reaching and significant engagement.

Actionable Creative

Bringing the strategy to life through consumer-facing narratives.

Syndicate

Recognizing what urbanites value to reposition a leading property developer

AP Thailand

Communications Planning Consumer Research Positioning & Purpose Service Design
Syndicate

We were challenged to orient AP Thailand towards being more empathic to better serve urbanites. Our immersive research process – including co-creation sessions and interactive workshops – revealed that consumers wanted developers’ offerings to enable them to enjoy the things that matter most.

We crafted a brand strategy and communications enabling AP Thailand to form meaningful relationships with customers and inspire innovative new offerings across their products, services and experiences. An internal strategy and ‘train the trainer’ curriculum encouraged senior leaders to employ the new empowerment-centered brand within their teams.

 

Syndicate

A Powerful Purpose

Rallying an entire organization around a core reason for being.

Deepening the Portfolio

Inspiring new offerings driven by meaningful consumer relationships.

Evolved Ways of Working

Codifying new ways of thinking, acting and being to promote a more healthy and productive culture – for employees as well as consumers.

“You’ve shown us how dedicated your team is to help AP lift the company’s purpose to the next level.”

Brand Team Lead