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Whether online or in the physical world, interacting with service brands, such as hotels, airlines, banks, or retailers, is radically different from only a few years ago. Consumers have more power and influence than ever in shaping the experiences available to them.
FEATURED CASE STUDY
Gordon Biersch is a regional beer maker with brewery restaurants, bottled beer distribution, and a Web presence. To position the brand, we focused on the master brewer, who applies an artisan's care and attention to his product—but with the same consistent results as a larger producer.
Embodying craftsmanship and care, the master brewer was made central to Gordon Biersch's portfolio of equities, lending his authority to a portfolio of equities in a single space or across diverse settings.
The silo, the shaft of wheat, the brimming glass, and the signature GB all evoke the skilled artisan who stands behind them.
The restaurant environment, where the product and packaging coexist, calls for multiple logos to express the brand. This multidimensional approach avoids oversaturating the space with a single logo, while enabling the brand to speak with a single, trusted voice wherever its emblems appear. |
Sephora, the leading retailer of premium cosmetics and fragrances in France, wanted to build its presence in the United States and on the Internet. We brought the sophisticated allure and sense of mystery that permeate Sephora stores to the launch of its website.
The site we designed, like Sephora's red, black, and white stores, encouraged users to explore colors and combinations in a sensual atmosphere.
Each contact with your customer must uphold the integrity and authenticity of the brand's image and essence. An integrated solution leverages the investment made in all other media, while a fragmented image undermines the overall brand communication.
Demonstrating that philosophy, our direct mail campaign for Sephora faithfully reflects our site design and the imagery of their U.S. launch campaign. The promotion of a specific product or sale is not within the values of the brand. Our campaign, therefore, promoted events. |
Olivia is the world's largest and best-known provider of cruise and resort travel services for lesbians and their families. After 30 years in business, the founder brought on a world-class CEO who engaged Addis Creson to revitalize the brand's identity and visual voice with plans for significant growth.
A key insight into the minds of Olivia's guests is the fact that, for many, an Olivia vacation is the only time guests can truly be themselves. The strategy we articulated centers around the essence of transformation.
Our tagline "Feel Free" captures the liberating spirit of the positioning and offers new guests a welcome promise. The identity is bold, fresh, bright, and engaging at an emotional level.
Internal and external audiences have embraced the comprehensive brand identity with record growth beyond all expectations. |
Ghirardelli Square is a national landmark that’s been part of the San Francisco landscape since 1856. Built as a group of factories—the most famous of which produced chocolate—it evolved into an eclectic group of shops. Despite this lively history, Ghirardelli Square was losing its popularity among San Francisco residents.
Locals saw the site as an extension of Fisherman’s Wharf, dominated by t-shirt shops and downscale novelty stores. We needed to revamp the site’s look and feel, as well as repositioning Ghirardelli Square in the minds of both locals and tourists.
While Ghirardelli Square needed to express its history, it could not appear old or dated. Its feel had to be both fresh and timeless. To elevate the square’s brand, we referred to the nostalgic essence of San Francisco as a whole and aimed for a neighborhood feel rather than a mall atmosphere. |
A well-chosen visual metaphor can speak volumes to position and differentiate a brand. While the temptation to focus on the functional benefits of these teeth-whitening centers was obvious, we chose instead to express the brand’s allure symbolically, capturing its essence in the luster of a cultured pearl.
Luxurious and intimate, this simple image reaches into the viewer’s experience to convey an intuitive truth more powerful than verbal persuasion. The simple, elegant metaphor is supported by an equally simple identity and minimalist structures for the product line.
The sleek, arched lines visible throughout (from packaging to retail interiors) echo the arc in the BriteSmile logo and are a key element of the identity.
Retail identity provides a dramatic expression of the brand. Our identity work for BriteSmile scales easily from product packaging to fully immersive retail environments, as seen in the company’s center on 57th Street in New York. |
For over 40 years, Caesars Palace has held a prominent position on the most famous strip in the world. Much has changed in those five decades but the
commitment to create a world-class destination has not.
Rather than simply creating another spa destination, we helped Caesars re-imagine the spa concept. Our team was tasked to create a distinct brand
platform and expression that promised a uniquely immersive experience reminiscent of the glorious baths of ancient Rome.
We developed the name Qua meaning ‘here’ in Italian and also evocative of ‘acqua,’ or water. The name captures the importance of all members of Roman society meeting at the baths.
Building upon the vision of the brand we created a meaningful identity that symbolically reinforced the three pools of the Roman Baths.
After opening its doors to the public, Qua exceeded all expectations - including hosting many celebrities and visitors to an extraordinary
experience they will never forget.
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OTHER SHARED EXPERIENCE CASE STUDIES
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PROJECT OVERVIEW
