Ardia
It took quite a few meetings to get into the heads of the world’s elite scientists. The end result was a modern identity system with unique iconography stemming from the master logo. The name Ardia was chosen after looking at over 500 name combinations, due to rigorous legal and multi-language requirements. Together with The Distillery, a US- and UK-based strategy company, we positioned the scientist as the hero, as the one looking to find the truth every day.
artikaas
The name Artikaas is a combination of ‘Art’ and ‘Kaas,’ Dutch for cheese. Artikaas is a House of Brands and gives us continued opportunity to name imported cheese variations directly from The Netherlands. That’s nothing but fun, since we not only look at the vast competition, but also at the taste, the ingredients and Dutch history. The result is often a Dutch word that’s pronounceable in English, or a name that refers to the kind of cheese we’re featuring.
green dot bank
We inherited the name. So no choice here. When your name is Greendot, you may as well have fun with it and make the logo literal. There are other dots out there, but this dot lets you own it because of the name. We made sure that the style guide we developed, was corporate enough to convey experience and expertise while leaving a door open to play and be friendly.
gigaroo
Naming is especially important when an app is involved. Research taught us about the post-Covid mindset of the app's future user. They're a ‘gig-seeking’ person who demands jobs to be just right. ‘Gigaroo’ arose from the combination of jobs (gigs) with the frequency of changing work (‘hopping’ like a kangaroo). The app demanded carefully written language that satisfied not just the employees but also the employers. Social media was designed to be a collaboration of real employees posting and celebrating their new employment.
trevipay
Where does inspiration come from? Trevi, (Fontana di Trevi), is one of the world’s most famous fountains located in Rome. It made us think of drops of water. Even if you walk by without stopping, a fountain often shares a few drops with you.
distillery
Distillery is a UK/US-based strategic research company. Obviously, they chose the name to symbolize their precise processes for developing unique brand strategies. Our typographic logo design is hand-drawn and inspired by actual distilleries. If it reminds you of alcohol, that’s fine with us. A good drink is what everyone deserves after distilling a fine strategic positioning.
people embracing people
When we met with the caregivers behind the program that cares for adults with developmental disabilities, it became instantly clear to us that these adults ‘embraced’ the other adults naturally. People Embracing People wasn’t a stretch as name, and the initials PEP sounded just right. Both the caregivers and the ADD groups have enormous amounts of energy – (PEP) so to speak. The name was approved in under one hour.
nl club
The Netherland Club of New York is 121 years old. The name itself feels that way as well. When we were asked to think of their brand identity, our thoughts went to the initials ’NL’ (for Nederland), which have become a symbol for modern design, architecture, art, and fashion – all the cultural facets the club promotes. It took one short meeting to get everyone on their board to vote for the new design.
vivo health
Not always pronounced right, VIVO needed an identity that would lead the reader to the right pronunciation. Breaking the word up helped, and led to creating a downward pointing arrow that symbolizes two things: Bringing drug pricing down, as well as reducing the illness of patients.
Amex open
The idea of OPEN was staring us in the face; The American Express Corporate Card offered businesses a long list of benefits no customer realized or used. Why not then use that as the product to be unlocked by having the Card? Make the benefits the product, and the product a key. The name OPEN was a tribute to the independent business owners – our customers - who are always ‘OPEN.’ The identity stayed close to the millions of open signs hanging proudly on store doors.
