cj (at) seej.net      Plan | Design | Build

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Design - Identity Brand creation and evolution requires careful, experienced direction that consistently inspires and evolves My experience in marketing, coupled with my ability to form effective strategies around business goals, is clearly visible in these branding initiatives. From generating product families, to fine tuning household names, each example stresses a different brand of strategy.

	Examples MultiLogic Morgan Stanley McKinsey Marketing College Xtra

MultiLogic This product identity system for MultiLogic, developers of AI software, is a repurposeable glyph-based identity revolving around the MultiLogic logo. Each of the different core aspects of the MultiLogic products are represented in icon form. These different elements are then combined to form the identity for the individual products, appropriately emphasizing the different product strengths, while maintaining their child relationship with the parent MultiLogic logo.

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Morgan Stanley With the introduction of Morgan Stanley's new delta-logo and branding guidelines, it became necessary to propagate this to many instances within the organization. The challenge was in technically adapting these instances with the new brand, while minimizing the overhead associated with reworking these. The solution we developed leverages these new guidelines, while maintaining the uniqueness of the different sites. You can see the before/after view of one of these instances in the screen shots above.

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McKinsey Marketing When new branding guidelines were released last year for McKinsey, the Marketing Practice site was the first to comply. Our challenge was to push these guidelines to meet the expectations of this unique subset within McKinsey's audience, while retaining the close association with the parent brand. Through this process, we became involved in effectively detailing the new guidelines through our technical expertise, looping back our visual and technical knowledge into the guidelines themselves.

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www.nyvj.org For this projection art based site, I developed an evolving identity system to resonate with the interactive hands-on component of the client. When the user interacts with the logo, it changes, rotating out different instances of the letters. The brand becomes a dynamic, digital instance of a traditionally static communication.

College Xtra For these three college portals, it was necessary to create an identity system that would fit with the goals of the parent company as well as show the uniqueness of each school. The solution revolves around a common identity created from: a geographic identifier, the school's colors, and each school's stylistic subtext. These elements were then recombined for each of these institutions.