Atlantis Computing, a young storage virtualization company was looking to align its big vision of bringing storage freedom to a market controlled by large, expensive and slow moving hardware companies.
A new brand was created to convey the aggressive and ambitious culture of Atlantis Computing through the design of a modern anarchy monogram "A" and a bold color palette of black and red. The image of rebellious bikers was also used to further signal their position as a category challenger for the brand launch at a key tradeshow event.
The Annenberg Space for Photography is a cultural destination dedicated to exhibiting both digital and print photography in an intimate environment. The space features state-of-the-art, high-definition digital technology as well as traditional prints by some of the world's most renowned photographers and a selection of emerging photographic talents as well. The venue, an initiative of the Annenberg Foundation and its trustees, is the first solely photographic cultural destination in the Los Angeles area, and it creates a new paradigm in the world of photography.
The brand challenge was to create both a brand and national launch for the Space and it's inaugural exhibit titled L8S ANG3LES.
Brand Navigation created a comprehensive brand system surrounding a symbol representing the eye of the photography and how one sees the world through the lens of humanity. The integrated program included identity design and tagline creation, website design, print, radio, online, and street banner advertising, collateral, POP, stationery, and signage design. Additional services included design and marketing of subsequent exhibits and exhibit product and book design.
Descartes Systems Group is a global leader in providing on-demand, software-as-a-service solutions for logistics-intensive businesses. With fast paced growth through various acquisitions, Descartes needed to define their brand story and visual identity to simplify communications of their complex suite of offerings and clearly convey their position as a leading logistics software company.
Retaining the equity from the previous triangular shaped Descartes symbol, an evolutionary wordmark was created, integrating a modernized version of the old identity to suggest a new horizon of forward movement. A comprehensive brand system was also created using conceptual pairings of logistics photography and icons to further communicate their many software products and services. Brand services included brand positioning, identity design and tagline creation, brand messaging, website design, collateral and copywriting, tradeshow design, stationery, PowerPoint design and brand style guide.
Descartes stock price leaped 10% the week after the new brand and website design launched! That's essentially a $54.4 million increase in market cap! Coincidence? Maybe. Maybe not.
The stock price has since leveled off, indicating that the new branding has sustainably added 10% to the value of the company.
A start-up concept by a young couple turned to fully plant-based meals due to dietary challenges, but with a love for a great burger, dreamed of taking their vision of healthy burgers, fries and shakes to those also wanting a healthy alternative to fast-food. Brand Navigation was commissioned to define and create a comprehensive brand strategy, identity, messaging and marketing to help differentiate and tell their brand story.
In addition to creating a brand identity and visual style extended across packaging, retail environment, web and advertising, Brand Navigation developed educational yet fun messaging as a key component of telling and marketing their brand story. Due to the general market associating plant-based with tasteless, and fast-food burgers with junk food, a special focus was given to help a broad audience understand that they could now enjoy both a good burger that is good for you and tastes awesome.
Launched initially in Bend, Oregon, it was enthusiastically received and within a little over one year, Next Level Burger has served over 20,000 burgers and is currently extending to 2 new locations in the Portland, Oregon area with plans to extend further. With a lean start-up budget, the value of the company has increased over 1,000% in value. And yes, the food is awesome. The 100% organic, non-dairy shakes are to die for.
Mount Angel Abbey, located in Mt. Angel, Oregon wanted to create an authentic monastic brewery in the tradition of Trappists to help raise funds for the Abbey's operating expenses and ministry to the poor. Provided a budget to explore the idea, Brand Navigation was hired to help define the brand, it's story, identity and visual packaging.
Based on the Benedictine Monk's values of work and prayer, "Ora et Labora", Brand Navigation positioned Benedictine Brewery as a classic craft beer brewed for a higher purpose in the spirit of a centuries-old monastic tradition. The design uses an authentic icon of St. Benedictine painted by one of the Abbey's monks, in addition to old-world and classic typography, colors and design embellishments.
Managing Director of the brewery stated that the initial investment to Brand Navigation for the brand development “...was the best money spent, period. It helped move everything forward”.
The brand development and presentation by Brand Navigation to the Mt. Abbey Foundation board members resulted in a $500,000 investment grant from the board to launch the brewery.
The Blueberry Family Health Foundation was founded to unite the agriculture and diabetes community to design, fund, and implement programs that raise awareness, educate, and provide access to healthy foods with the mission to reduce Type 2 Diabetes in children. The initial brand challenge was to develop a parent brand identity for the Foundation and supporting marketing materials. Subsequently, the charge was to create a consumer engagement product brand using the endorsement of BB King to raise funds through the sales of blueberry products in the marketplace.
The foundation parent brand uses a dynamic and symbolic blueberry icon to convey unity, collaboration and impact, supported by optimistic photography and a fresh blue color palette to portray health and transformation. Following the initial brand launch, an awareness campaign was developed with parent-focused messaging to taking preventative action of their kids getting early Type 2 Diabetes. For the BB King consumer engagement product, stylized imagery of BB King playing his iconic Lucille guitar was used to create immediate recognition. Consumer packaging was also designed to extend the consumer engagement brand.
BendBroadband is the leading internet, cable and telephone provider in the greater Central Oregon region. As a growing destination for Silicone Valley technology transplant companies such as Facebook and others, the area attracts many start-ups and new residents. With increased outside national competitive providers moving in to take away marketshare, BendBroadband needed to clearly define their brand position as the leading and preferred local provider.
Before moving to creative develop, focus groups were conducted with local customers and non-customers. The findings provided the most significant drivers of customer satisfaction of: 1) Responsive to customer needs, 2)Ability to troubleshoot and quickly solve problems, 3) Able to talk to the (appropriate & English speaking) tech/customer service person when needed, 4) No disruption in service, and 5) Responsiveness, reliability, trust.
This was considered as the foundation for brand development in addition to the local demographic of Central Oregon made-up of significant outdoor enthusiast’s who snow ski, kayak, hike and mountain bike—including a large percentage of dog lovers and owners. We recommended a strong connection with the local community through a streamlined black lab identity representing responsiveness, trust and loyalty. The tagline “We’re the local dog, we better be good”, was also recommended to clearly stake their leadership position and commitment to the local community.
Within the first year of the new brand launch, BendBroadband experienced 300% in favorable brand awareness in the greater Central Oregon region.
90% of both current customers and non-customers listed BendBroadband first when asked about Internet, cable or satellite TV companies serving the Central Oregon region.
Founded in 1989 by Walter Annenberg, former owner of TV Guide, Seventeen Magazine and the Philadelphia Inquirer, the Annenberg Foundation is one of the World’s leading philanthropic contributors in areas of education, arts and culture, animal welfare, the environment and social justice.
The brand challenge was to create an identity to celebrate the legacy 25 years and cast of vision toward the future.
The recommended solution included a new design of the letter "A" from the past Annenberg Foundation identity used in a commemorative seal. This also enabled the "A" to be used for transitioning from the their past wordmark to a new, contemporary design.
In addition to identity design, services included a brand style guide, stationery, brand launch applications and exhibit timeline design.
Brand Navigation has over a decade of design experience in the publishing industry working with publishers such as Harper Collins, Hatchette, Zondervan, Thomas Nelson and many more. Our expertise in brand development enables us to provide the unique perspective of approaching book packaging design as an opportunity to establish and build a long-term brand, such as the work we have done over the years for the John Maxwell brand, establishing him as a multiple New York Times author and authority on leadership.
Formerly Systems in Motion, Nexient is an onshore applied innovation software development company who works closely customers to accelerate new solutions to market. The brand challenge was to transition form the previous name and identity and to build a brand story for Nexient that is true today but aspirational for future… giving “permission” to successfully expand and grow into new markets, new client industries and geographies.
A new identity was created using a symbolic "NX" to signal forward thinking, agility, speed-to-market and innovation. In conjunction with a brand tagline statement of "What's Next.", brand messaging and a brand visual system of connecting arrows was also developed to communicate looking to the future and differentiating them from an IT consulting industry characterized by large, lumbering giants or low-cost, low-efficiency offshore shops.
Over 25 Years of Brand Identity Design
Brand Navigation has specialized in brand identity (logo) design for over 25 years. From ground up to global, we design brands that become the symbol for organizations to convey what they stand for and differentiate them in the marketplace.
Over 2 Decades of Branding Food & Beverage Packaging
Brand Navigation has over 2 decades of helping small start-ups launch new products to established companies update and grow their brands.
We believe your branded packaging is one of the key influencers in moving consumers to engage and purchase your products.
As the largest affordable housing provider in Oregon, the Housing Authority of Portland's name was neither geographically accurate nor a reflection of it's mission of providing community members the essential of a home to move the lives forward. Senior management and the Board of Directors saw a strategic opportunity to clearly define their mission and better communicate their difference and vision to a broad range of public stakeholders.
The new brand created by Brand Navigation combines the name Home Forward and the "flourishing home" symbol to convey that providing a family with the basics of a roof over their heads is the foundation to move their lives forward. In addition to the name and identity, brand services included website design, collateral design, copywriting, brand style guide development, facilities signage and various internal and external marketing communications.
Results included overwhelming acceptance and support from the Board of Directors, staff, city officials and Home Forward residents. Shortly after the brand launch, Home Forward was granted an 18.5 million grant from the U.S. Department of Housing and Urban Development (HUD).
NEXTracker is a growing clean tech company led by industry veterans that are pioneers in the development of the solar industry.
While NEXTracker products, service and collective expertise is greater than the competition, they are a young company selling into a conservative (Utility and Power Company Customers) market that values longevity, proven performance and bankability. The brand challenge was to redefine the brand in a larger mission-based way and to help them communicate their story of unparalleled expertise, design innovation, financial performance, and rock solid support and reliability.
A bold visual brand was created with the core identity comprised of a brandmark and symbol that literally conveys advanced solar tracking technology, reinforced and supported by a visual brand system of dramatic photography and a striking color palette of yellow and black. This was combined with an equally aggressive verbal brand narrative with the theme "Power On. Advancing the power plant of the future".
Brand deliverables included:
- Brand positioning idea
- Brand tagline
- Brand identity
- Brand visual system
- Brand narrative and messaging platform for key audiences
- Print and digital advertising
- Website redesign and development
- PowerPoint overview
- Collateral System
- Exhibit design
- Corporate office interior design
- Brand photography
- Brand guidelines
Formerly named Faire Scones / Canterbury Cuisine, a maker of specialty and organic foods, lacked defined positioning and brand architecture to communicate a clear relationship of its parent brand to their various products. Their product packaging was dated and lacked the visual appeal to effectively compete in the specialty food category.
We create an identity and complete branding system for the parent brand, naming it Conifer, in addition to a comprehensive brand and packaging redesign of their flagship brand Canterbury Naturals.
Following a complete brand revitalization and product packaging redesign, Canterbury Cuisine generated $17 million in sales in 2009 with expectation to grow an additional $20 million. The Company also added 18 new distributors and 6,000 stores nationwide.
“We’re truly a success story in a down time. We’re the hottest growing brand and Canterbury Naturals is tracking to double-sales this year.”
– Mike Maher, CEO. As quoted in the Puget Sound Business Journal, September 2009
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