Optimum, a division of Cablevision, offers cable, Internet, and voice service throughout New York, New Jersey, and much of the West. We developed a comprehensive identity program, restructuring the way the brand operated through identity and interface design, retail experience and communications. Working with Mother, the new brand voice is simple and friendly, eliminating the typical tropes of over-promising and exaggeration found in the marketplace. Matt Luckhurst collaborated with A2 Type to create a proprietary version of their Regular typeface for the wordmark.
In the Netherlands, everyone knows insurer Nationale-Nederlanden and everybody recognises its logo: it has existed for over forty years and is straightforward and strong. It is a fantastic assignment to recreate the visual identity of this national brand. At the same time it comes with a large responsibility: what do you preserve and what do you change? To get through to the core Koemeiden Postma had several creative sessions with 35 employees; a cross section of Nationale-Nederlanden. Quickly we learned that the logo is strong and part of the Dutch collective memory, but that it should be adjusted to the spirit of time. The visual style should be less cold and less distant, and communicate more directly.
In cooperation with advertising agency Ubachs Wisbrun, the concept. The Netherlands of Nationale-Nederlanden came to life. The concept fits perfectly considering the history, position and name of the brand, and its chosen leading role. Due to close collaboration with the advertising agency, the visual identity and campaign strongly amplify each other. The pleasant and efficient collaboration with the client, made it possible to develop this new brand in less than four months time. Every Dutch person can doodle the logo of Nationale-Nederlanden out of the top of his head. This thought was the basis for the logo, presented in a short introductory visual. For the corporate identity we chose a clear style, using large letters, clear promises (no small letters) and no deviating from the message. In addition, Koemeiden Postma used personal Dutch photographs and different shades of orange. This way the new visual identity is an almost literally translation of: The Netherlands of Nationale-Nederlanden.
Saxa Arts and Books was formed with the aim of making available to collectors and the general public a wide range of original and editioned works from artists around the world.
Based on ideas of crystaline structures the identity system has been applied to a wide range of stationery, packaging and marketing materials as well as a fully responsive shopping cart website. Designed by Graphical House.
Sixty six million people stammer worldwide. Little is known about why, and despite there being no cure, The McGuire Programme is providing effective therapeutic coaching to help sufferers manage their difficulties. Founded in 1994, the organisation is run entirely by people who are conquering their own stutters and who work towards transforming lives. Their visual language however, lacked in the confidence and consistency the organisation needed to grow their brand and reputation.
As part of an internal initiative, Purpose approached The McGuire Programme with a view to creating an identity that truly reflected the strengths of the organisation, and equip them with the tools they would need to create a strong, recognisable brand. Purpose developed a core thought, ‘Beyond Stuttering’, which helped to inform the new confident visual and verbal language. Simple graphic speech bubbles are readily adapted as a communication device and campaigning banner, which helps lay the foundation for a growing image bank. The two-colour approach has created a level of consistency throughout all their marketing communications, whilst being a very cost-effective solution – a top priority for a non-profit organisation. The new identity is transforming The McGuire Programme into a stronger, more prominent brand, helping them really stand out from their competitors and ultimately get their voice heard.