Blog : Print Design

An Advertising Campaign Designed to Differentiate

An Advertising Campaign Designed to Differentiate

BE MODERN CAMPAIGN – MOTIVATING CONSUMERS THROUGH MARKETING

BACKGROUND
HOLD IT is a local furniture retailer with a focus on providing offing best in class quality and service. In order to control the entire user experience, HOLD IT remains a brick and mortar retailer, showcasing top quality brands and white-glove delivery service.

KEY STRATEGIC CONCEPT
Retooling the messaging for the brand was a key concept to this campaigns success. The “Be Modern” call to action reinforces the contemporary product offering, while supporting a fun and sophisticated brand positioning. The words also challenge the reader to be (modern) implying that if they are not shopping at HOLD IT they are somehow not. The tagline also supports the service benefit message and indicates the price point of the furnishings without giving specific price details.

SOLUTION
Combining the messaging challenge of “Be Modern” with imagery of models making eye contact with the reader is a tactical approach to engage the reader. By using a variety of room settings and colors we are able to represent a variety of brands and various lifestyles.

A Meetings Destination Rebrand

A Meetings Destination Rebrand

BACKGROUND
On the heels of the brand development for Discover Coronado, the Explorer campaign was created to intrigue meeting planners and attract group business to Coronado Island.

KEY STRATEGIC CONCEPT
Our concept was to create a challenge with both our messaging and visual perspective. In an industry that has seen and heard most everything related to meetings, our mission was to capitalize on the uniqueness of Coronado being an island and played on the element of exploration – also taking the meeting scenario out of a conference room.

SOLUTION
We shot all of the custom photography to put the reader in the viewpoint perspective. Readers are in a moment of discovery while looking out on the horizon as if they were themselves kayaking, boating, biking, etc. on Coronado. The campaign successfully goes beyond an imagine yourself here message and puts the reader in charge of navigating their experience.

Restoring Branding Balance in KOI

Restoring Branding Balance in KOI

BACKGROUND
Recently, we worked with KOI on expanding their brand assets. To stay true to the heath and wellness branding to date, we infused existing brand element into new designs.

KEY STRATEGIC CONCEPT
An abstract lotus flower was part of initial branding assets we inherited, and we have worked to bring parts of that element into a lot of projects for KOI, and were influenced by its color palette. We’ve expanded the graphics with KOI and introduced more color into our palette.

SOLUTION
We have successfully created a series of branding elements that range from very organic, to modern text applications and infused color into the advertising and retail spaces within the brick and mortar location.

Retail Association Rebrand

Retail Association Rebrand

BACKGROUND
La Jolla Village was in need of an update to the overall brand/perception and a refreshed approach to the logo and website.

KEY STRATEGIC CONCEPT
A key strategic concept was to hire a local La Jolla resident. On a more serious note, a key was to the campaign was to revise the branding to reflect the business and residents of the community. Relax the vibe a bit while still reflecting the premium brand positioning of the merchants and the coveted location. Our goal was to also tell a visual brand story that illustrates all that the community of La Jolla has to offer to tourists and locals alike.

SOLUTION
Our first step was to revise the La Jolla logo with a new approach to the script font and introduce a fresh color to the brand that represents the vibrancy of the merchants and people of La Jolla. Our second effort was to tackle the website and design a solution that takes visitors on an authentic journey through La Jolla and represent the arts, retailers, activities and dining within the community. By concepting and shooting a custom video, we were able to make the website more effective. The new site also guides visitors to a myriad of options to help customize their experience and better represent the merchants of La Jolla.

Branding an Urban Market

Branding an Urban Market

BACKGROUND
While the public was waiting for Roma Market to open its doors, we were working behind the scenes on all of the collateral needed to launch a grocery store. We walked through the market as a cold shell and revisited weekly during construction to be mindful of everything that needed to be done to help Roma launch.

KEY STRATEGIC CONCEPT
Being an urban market, we wanted to create all assets to reflect an urban environment. Our design work also needed to appeal to the small community of Little Italy and represent the artfulness of the neighborhood. By letting urban concepts lead our design process we created a brand that represents an entire lifestyle.

SOLUTION
Knowing the we were going to have a lot of applications for the logo, we designed all our logo concepts to would work in a variety of formats and appear in 1-color just as effectively. We also intentionally wanted to stay away from the traditional red and green palette – but keep in a color scheme that would make sense for the Roma name. Following we designed a newspaper inspired newsletter to introduce the brand to the neighborhood, department by department. All signage, menus, fun Instagram videos and print collateral reflect the Roma branding.

Building a Better Brand Brochure

Building a Better Brand Brochure

BACKGROUND
One of San Diego’s premier commercial builders approached us to refine the company brand and illustrate the different way Bingham Construction approaches their industry.

KEY STRATEGIC CONCEPT
After a positioning workshop, we were able to hone in on key message points that were a combination of revising existing copy and creating new. Most importantly, we discovered achieving Bingham Mania as a key driver to the company’s overall goals and something to really support with efforts conceptually and tactically.

SOLUTION
Although this creative took some noodling, we were able to infuse the messaging with engaging graphics, real case studies and the incorporation of Bingham Mania.

Gates SOBE – Expanding the Branding

Gates SOBE – Expanding the Branding

BACKGROUND
The Gates Hotel brand has proven that it can expand to different markets by making slight tweaks to the universal look, for local customization. As The Gates Hotel South Beach, Miami launches, the designs we created take on modifications inspired by the Miami art scene.

KEY STRATEGIC CONCEPT
From a recent visit to The Wynwood Walls in Miami, our inspiration for brand expansion was obvious. With such a vibrant art scene in the streets unifying entire neighborhoods, we wanted to expand the existing Gates Hotel Brand to reflect its place in the Miami landscape and feel relevant to the neighborhood it serves.

SOLUTION
Drawing inspiration from the streets around us we found the spray paint effect to be relevant, reflects the artistic and street art scene of Miami, and keeps the essential brand DNA intact. Plus, as the initial artists who created The Gates Hotel brand, it was fun to “tag” our own art! The incorporation of the bright pink, enlivens The Gates look and keeps the brand elements on target with an approach that is very street-meets-beach and reflects the authentic Miami culture.

Designing a new brand, right next door

Designing a new brand, right next door

BACKGROUND
As Highgate Hotels continues to launch boutique hotels, our agency continues to partner in stride to create unique hospitality brands. Recently, the hotel next door to The Gates became part of the signature Keys Collection, and needed our expertise to create a standalone brand for the hotel.

KEY STRATEGIC CONCEPT
The concept of location both next door to The Gates and proximity to neighboring Cuba, was at the core of our location-based concept. Development of the name 24 North directly reflects the latitude of Key West’s nautical location and created an opportunity to illustrate the close connection that Key West has shared with Cuba. Through research at the local Key West library we found boxes of archived print collateral from the 1930’s through the late 50’s that provided a glamorous look at travel to Cuba. It was the cruise lines, fancy cars, promise of mojito’s and the jet-set life that helped shape our creative approach to creating the 24 North brand.

SOLUTION
We crafted the 24 North brand to reflect a vintage travel effect reminiscent of a bygone era. We designed maps and travel inspired documents based on found maps and authentic official seals, and created materials that infused the glamor of once was with a modern execution.

Creating a Boutique Hospitality Brand

Creating a Boutique Hospitality Brand

BACKGROUND
We recently partnered with a hospitality group to create Key West’s first boutique hotel retrofit of a budget hotel located among a cluster of economy chain hotels on the North end of Key West.

KEY STRATEGIC CONCEPT
Our concept was to design a brand that married the elevated standards for a boutique hotel with a local vibe that that felt like the right fit for Key West. We concepted the brand designs to promote the hotel’s unique positioning by partnering with local artists, rum purveyors and specialty vendors to create a one of a kind experience.

SOLUTION
We designed the entire brand to feel authentic to Key West and provide guests elements of discovery. By becoming experts on the island culture, prohibition, and the artistic nature of locals and partners, we were able to created synergy between the  hotel specific branding and equally represent the partner brands and vendors on-property so the entire experience is unified and cohesive.

Brand Design & Food Truck Graphics

Brand Design & Food Truck Graphics

BACKGROUND
The Blind Pig is a permanent food truck onsite at the Gates Hotel – featuring a small plates concept that encourages guests to order several items to share. As part of The Gates Hotel project, we needed to create a brand for the F&B component of the hotel.

KEY STRATEGIC CONCEPT
The Blind Pig name and branding was created from our research into prohibition. Using the attitude of the 1920’s and the gang mentality we shaped the brand into a slightly irreverent personality.

SOLUTION
We concepted the brand story and created the visuals to closely tie to prohibition by infusing the cheeky attitude of the era. The political slogans and menu items are adaptations of 1920’s slang making the brand unique, informative and clever. The brand personality matches the fearless attitude and innovation of Chef Dave and the creativity behind the Blind Pig.