This was the re-branding of the first agency that I worked for. For their 10th anniversary they decided that a new look and feel was the appropriate thing moving forward, based on their own growth and the kind of customers they wanted to attract.
https://www.format-d.com/en (this site has been modified)
Finding the Brand: I
As a team we worked very closely together to find a name and a vibe for the agency. I was tasked with creating the whole brand experience from a design perspective. I've always been a big on learning from the masters in your field and that surround you. Being very green at the time I pulled together different master designers from different sections of the field to gain knowledge on how to find the logo, present to a broad team and so much much more!
Creating numerous mood-boards for key decision makers was vital in finding the brand, so that we could continuously fine tune the key elements.
Finding the Brand: II
As we narrowed the down of search for what we wanted the agency to could be, there was one thing outside of work that stuck with me. I saw an interview with Karl Lagerfeld for the Chanel mid-season collection, where he discussed the timelessness of the brand. All of the fundamental elements of the brand like the use of pearls, certain fabrics, logo-mark, logo-type, etc. could be adapted to any vision he had.
With this idea in mind, I was on a mission to create a brand that can adapt through the different trends in the industry and still be cutting edge.
German lessons: there is a saying in Germany that translates something like "being of format" which basically means a minimalist lifestyle. This is where the name Format D comes from, living a life of minimalist, clean design.
Going back to basics was an intuitive step forward with Karl and new agency name on my side. I knew the logo had to be simple with a beautiful strong typeface that could stand on it's own. You can see both (full name or simply the FD) variations of the logo throughout the experience. Visually it was important to keep to design basics as well so the color scheme was based upon the CYMK color pallet and all iconography was meant to use the basic shapes of design, like: line, circle, square, rectangle, and triangle. From these basic elements we continuously expanded the brand to make it a full-bodied experience.
This survey was created to help understand which risk factors where overall most important within each scenario to our clients.
The Risk Modeler was originally a very long and intriguing survey, which had an excessive drop off rate. Our idea was to create an engaging game experience while still capturing all of the data necessary to make business decisions.
Conducting interviews with clients and company employees early on allowed the Risk Modeler to prosper and be refined throughout the development of this project. As learnings progressed it was important to separate certain content, give more information during pivotal moments, and constantly refine the information architecture.
The final design was inspired by Jarvis a futuristic computer program from IronMan. This was fitting since our target users where all business people in their 30+. Based on the research conducted, the switch from a regular survey to this app based game keep
This was a super fun branding project for one of our freelance copywriters that we worked with at the agency. The inspiration derived from newspaper design, since this is the most well known medium where words are the most powerful and immediate . The only question was, how do we up up the stakes?
It was very important to me to get a true understand where our client was coming from and to get a good understanding of his headspace. Meetings and talks that included many mood-boarding sessions helped zero in on creating a brand that expressed how passionate the written word was to him.
Having an understanding of where this brand should go I realized that the simplest answer was to base the brand on old-school news paper design, with a little kick to it.
How does that translate into actual design?
Keeping traditional newspaper grids while going completely of grid and creating a new way of organizing text when calling out important detail. A little visual kick that we included was our tomato red, which was used by early color newspapers to call out important elements throughout the paper.
Print Collateral: How did we keep the idea of "Old-school, but with a little kick" alive with the print experience?
Well there's a tiny bit of a history lesson involved: Traditional papers were created by the letterpress which gave letters a tiny bit of a raised impression (this should not be confused with embossing, it was plainly the ink that was raised) which allowed the reader to feel the letters. I turned that idea on its head, collaborated with a printer and we found this beautiful paper that had a woven/plastic feel to it and let the text be simply printed with no raised effect. This method still allowed the recipient to feel and connect with the printed collateral.
An app with a light weight feel that allows for easy business management for hospitals across the country.
The Hospital Management app needed to support Hospital Administrators as they assessed and managed the hospital. This included multi-dimensional charts that allowed the assessment of departments, teams, and individuals.
Close communication with our initial client allowed for very specific design that supported the hospital management environment. Weekly interviews gave insights that changed data visualized to be clean, simple, and actionable for our users. Another big task was that users to were meant intercommunicate within the app.
This app was inspired by Google’s material design which allowed for a very light and clean design. Data visualizations were dynamic, actionable, and communication between hospital senior staff supported quick changes within the hospital teams.
Visible is the future of phone service. Stores, hidden fees and annual contracts are out. Unlimited everything on Verizon’s 4G LTE Network for just $40/mo is in.
I have been fortunate enough to be able to become a bit of a jack of all trades with this amazing startup. Beginning with leading user research initiatives by taking an in-depth look at what users really want from a prepaid phone service carrier. I am having the best time collaborating with POs and fellow product designer on creating simple, imaginative, and intelligent user flows. One of the greatest and most exciting things I have been privy to, is seeing the company grow in size, but also into an amazing team of people.