MASS INNOVATION LABS
This impressive incubator houses some of today's pharma "unicorns". Here I collaborated with several in-house teams and freelance partners to create the company's branding guidelines (above, left):
- Brainstorming sessions with the executive team to develop strategy.
- Brought in photographers and directed photoshoots (examples: above, top right) capturing the lifestyle and amenities of this dynamic research environment.
- Partnered with in-house development team to establish an online presence (website: above, bottom center).
- Joined forces with JLL's marketing team to further brainstorm and solidify strategy for marketing collateral (brochure: above, bottom right).
- Joined Racepoint Global as they captured client testimonials to create the company's video library.
JEWISH BIG BROTHERS & BIG SISTERS
Creating a brand identity does not necessarily follow a linear path. I enjoy problem solving for every project, and in the case of JBBBS, we worked our way to establish their look and feel in a non-traditional, yet easy way.
I was brought in to create an infographic (above, left) for a process and concept that was too involved for my predecessors to translate into visual language effectively. A marketing colleague reached out for me to meet with about a dozen frustrated executives and department heads who had "..rejected all concepts that included physical paths. And that's why I need you to work some magic!!".
They each had a lot to express. I enjoyed turning this discovery meeting into an active mind-dumping exercise for them and food for thought for me (above, whiteboard background).
As it turns out, the resulting visual way of conveying the large amount of data and text successfully expressed their collective intentions. I was subsequently asked to build upon this solution to define their branding language (above, right).
I find that most logos I've created fall under one of these three categories:
- A branch of an established outfit with well-defined rules that cannot be deviated from.
- A subsidiary of an umbrella company that want their own identity yet fit within their parent's branding language.
- The driver of a branding package for a new identity.
Here are examples of each:
HBS HEALTHCARE ALUMNI ASSOCIATION
This Harvard club wanted their own logo. I received the font and logo from the HBS marketing and communications department and followed their brand guidelines to a tee.
This CJP subsidiary wanted to have their own logo to go along with designed collateral aimed at both Israeli and American families who would like to get involved in their exchange student program. Being an Israeli and having an extensive Hebrew font library came in handy for this client. I enjoyed staying within CJP's range, but provided Mifgashim with their unique expression.
In her speech therapy practice, Lynn Volpini has formed connections based on trust with the children she works with. Since her last name means "fox" in Italian, we thought it would be fitting to express this relationship in her logo. Once we established the typography, color palette and illustration we had fun proliferating it. My favorite was the creation of stickers she rewards her kids with that include an outline of the foxes for them to color in themselves.