Digital Archives

Rebranding for a harder working identity

New identity for Coller Capital, an independent global investment firm specializing in secondary private markets. A new more human, approachable visual identity was developed to help the investment firm communicate with both financial advisers and end clients. The new identity along with a new brand tagline ‘First in Secondaries’ was created to project Coller Capital’s pioneering legacy, capture its future ambition and communicate ownership with the secondaries market.

A new tone of voice, messaging, logo, typefaces, colour palette, photography, icons and a suite of templates, as well a comprehensive set of brand guidelines, office signage, social media avatars, banners and posts, annual, biannual and quarterly publications, endslate animations for presentations and talks, event invitations and marketing, town hall backgrounds, stationery, and merch. The reimagined color palette, art direction, and graphic assets featuring architectural images that reflect the geometry of the identity, as well as people-centric photography that highlights the Coller Capital community.

All in all, a solid new financial services identity. All work by renowned Pentagram London.

The Coterie delivers founders in the tech industry a transformative platform to unlock the full potential of their financial resources. Departing from conventional banking norms, The Coterie stands as a pioneering force, enabling investors to diversify risks, access capital through loans, strategize estate planning, and engineer tax-efficient exits with unprecedented ease. With a laser focus on a niche market primarily comprising millennials boasting assets ranging from $1–10 million, The Coterie taps into the aspirations of individuals often entangled in privately held companies. The Coterie steps in to cater to the self-directed financial planning needs of a generation that demands bespoke solutions.

Brand identity firm, Pentagram undertook a thorough analysis to craft a brand identity that resonates deeply with the target audience. At the heart of this identity lies the iconic “C,” exuding an aura of trust and approachability. Symbolizing exclusivity yet inviting participation, the circular motif with a single gap serves as a visual metaphor for The Coterie’s commitment to fostering an inclusive community of forward-thinkers. Elevating the visual experience to new heights, The Coterie showcases captivating member portraits, meticulously crafted with cutting-edge technology. Each portrait seamlessly transitions from a myriad of chrome spheres to the iconic emblem of The Coterie, encapsulating the essence of our esteemed community.

A brand identity for company (graduate of Alphabet’s moonshot project incubator X) that seeks to democratize industrial robotics. A simple wordmark was developed along a series of animated icons that attempt to simplify and organize primary capabilities and site content. Renowned Pentagram (London office) developed the new identity program with Hudson-Powell responsible for building the brand’s platfrom and web-native app.

Strategy, name change, brand identity, brand positioning and messaging platforom for metal recycling company (founded in 1906 in Portland, Oregon). Operates facilities located in 25 states, Puerto Rico, and Western Canada. The company also includes 50 stores which sell serviceable used auto parts from salvaged vehicles and receive over 4.1 million annual retail visits. Steel operations produce finished steel products, including rebar, wire rod and other specialty products. A new positioning strategy led to the creation of a new name (Radius Recycling). The name puts the emphasis on the company’s core value proposition as recycling leader. In addition, the “us” in “Radius” brings focus to the company’s committed workforce. We love the vibrant orange arrow which also forms the letter R, evoking transformation, recycling, and renewal in a modern, accessible way. The steel blue and safety orange accents work to help clarify business and the company’s role in the new economy.

Kellyco@work | RAIsonance (brand identity, digital design, graphic design). Created new brand identity, website, mobile application and diverse marketing initiatives for new group of companies dedicated to providing artificial intelligence/machine learning (AI/ML)-based solutions for the safety, biometrics, digital health, medical diagnostics and big data markets. Developed new design and messaging platform, enabling more effective communication for both product and business development. New identity to represent innovation and company’s strengths in leveraging new technologies to deliver groundbreaking, high-impact and scalable solutions to today’s significant safety, health and wellness challenges. More on this project >

New brand identity for international content and distributor. Simple brand mark and distinctive color palette lays the groundwork for a clean, bold presentation of the company’s strengths and capabilities. Quality storytelling fro this brand all about storymaking. Designed by Moving Brands. Bravo!

Good morning everybody

Brilliant online campaign (YouTube) for New Zealand Tourism. Everyday for 366 days, everyday Kiwis became global tourism ambassadors for New Zealand with a simple “Good Morning World”. Created by Special Group, the content was always shot in the morning and often was topical with what was happening in the world. It had to at times be sensitive to events of day like the heartbreaking events surrounding the White Island Volcano eruption. Every execution of the online campaign had 8 different formats, was subtitled in over 6 different languages resulting in over 2,700 versions. We love this simple, but relatively ambitious effort. A perfect example of using video to deliver a simple, impactful message over time. (source: Create with Google) ❤️ ❤️ ❤️

Perfect together

What is romance these days? The recently released commercial for Match.com from Ryan Reynolds’ Maximum Effort production company, with Satan himself meeting his perfect match in a petit, athleisure-clad woman, the hellish year, 2020 offers a humorous take on finding one‘s true love (or at least a date). Set to Taylor Swift’s 2008 smash-hit “Love Story,” Together, they romp around reveling in the decline of modern society, stealing toilet paper from public restrooms, catching a movie in an empty theater, and enjoying an empty football stadium in pandemic-ravaged America. Certainly captures today’s vibe. All set to Taylor Swift. Good for a few chuckles. May God help us…

All about workspace + integration

It might sound familiar already, that’s probably because Google Workspace was previously called G Suite. The search giant introduces the new brand identity along with enhanced integration between included individual apps. On the brand identity side, the most noticeable change other than the name change is the new Gmail logo, which is now a colorful “M”, replacing the envelope icon. The logo shift is meant to represent the tweaks made to the service earlier this year, with the incorporation of video conversations and real-time chat. Google obviously sees the need to make its move on potential competition including Slack, Zoom, Facebook and Microsoft Teams. Hence, Meet’s video conferencing being built into Docs, Sheets and Slides, in order to the user fewer reasons to want to switch platforms. With Covid and many more of us working at home, the improved integration makes total sense. While we do find the numerous icons in the brand’s company roster of apps and features a bit confusing visually, they are “more Google” or on brand. We are big believers in giving new identities some time to be used and accepted. Fair enough?

Today, Google has replaced their homepage logo with a signature brand “doogle” that informs people exactly how to vote. The new modified logo depicts a variety of traditional pin buttons encouraging you to “Go Vote” in Tuesday’s election. Clicking the artwork brings you to a “#election2020” tool providing all of the important dates and deadlines for your state, along with guidelines on voter eligibility. All of the information in Google’s tool comes courtesy of the website HowTo.vote, maintained by Democracy Works, “a nonpartisan, nonprofit organization dedicated to changing the status quo.” Although we have never been big fans of the aesthetic of these Google adapted logos, the company should be applauded for its nonpartisan effort here. Hopefully, given the search giant’s massive reach, the impact will be noteworthy. We hope everyone either has voted already or will vote in the next few days. And please, encourage love ones and others in your circle to do the same.

Category: Digital

Rebranding for a harder working identity

Investment services for tech millennials

New identity for industrial robotics platform

Rebranding for North American metal recycling company

Innovation for safety, health & wellness

Packaging storytelling

Good morning everybody

Perfect together

All about workspace + integration

Encouraging behavior for the greater good