All brands need a platform to build upon which is made up of the vision, mission, values, personality and tone of voice. Whether fully developed for your brand or not, our process will refine or develop these key attributes to your brands success. This is a highly collaborative process with your involvement key to success.
Once the brand platform is solidified, we combine those foundational elements with our extensive, in-depth study of your market and competitors to begin the development of the visual expression of your brand, which includes the name, logo, colors and typography. Visual development by our team always begins with a pencil and sketchbook not software.
When your brand identity is well established but the strategy to connect with the existing or new target audience needs an overhaul, we have the tools and experience to bring your target back into focus. This strategy should inform all aspects of brand operations and communications across an organization.
A natural output from our identity development and brand strategy projects is creative copy development for slogans, taglines and mottos for both the primary brand or individual products and services. Raw copy provided by you can also be shaped into high impact copy developed for print and digital channels by our team.
The digital channels your brand utilizes to interact with its target audience must offer a seamless experience that is an effective extension of your brand identity and brand strategy. Our in-house team provides custom design and development for websites, ecommerce, social media elements and digital display ads that aligns with your brand strategy.
Customizing your existing type or creating lettering from scratch that is unique to your brand is a powerful way we can set your brand identity above the rest. Custom lettering vs. “off-the-shelf” gives your brand identity it’s own visual voice. Your brand can avoid being associated or confused with another brand.
Nike is one of the world's most innovative brands influencing trends and design in athletic equipment, innovation and fashion. They are constantly pushing the boundaries to deliver the highest performing products that also attract attention for their design and technological advancement.
Late summer 2013 our strategic partner Conscious-Minds, a Los Angeles based digital ad agency, brought a big challenge to The Hive. Nike wanted to promote their "flash pack" line of products that utilized a new, highly reflective material integrated into shoes and clothing. The idea was keep running outside during the fall and winter months by taking advantage of shorter days and longer nights with this new material. The campaign would launch in over 600 Finish Line stores coinciding with the end of Daylight Saving Time. Our challenge was to create a marketing campaign concept featuring custom identity development and custom lettering that would be featured in digital environments, large & small format print pieces. In addition, our concept would be competing against another concept to be developed by a New York City based creative agency.
Our marketing campaign concept was built around the idea that there was a "Call of the Night" that would encourage runners to not only embrace but also light up the night by wearing Nike Flash Pack gear. In the end, we are proud that our concept was the winning option but upper management at Nike shut down the project for cost reasons. It was thrilling to have had our work not only in front of the team at Nike but also to have presented the winning marketing concept.
- identity development
- brand strategy
- custom lettering
- marketing concept development
- creative copywriting