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Brands that define the future carry the biggest challenge of breaking new ground and rising above the status quo. We work with venture partners, private equity firms, technology companies of all sizes, and education institutions to frame innovation so that people understand its relevance to their everyday lives.
FEATURED CASE STUDY
| We set out to create the campaign idea for UC Berkeley’s upcoming $2 billion fundraising effort. Our process involved over more than interviews in an effort to capture the essence of an enigmatic and wildly diverse brand. We created the campaign idea: Thanks to Berkeley... This idea affords the university to build on the phrase by telling stories that can range from the very personal to its influence on art, culture, research, and even on world economies. |
When faced with naming a revolutionary new online ad network, we set out to capture its disruption rather than describe its tactics.
The simplicity of the idea, makes the name stand out in a sea of sameness. Our design visually activates the idea by elegantly flowing from one turn to the next. The impact of this work contributed to a very successful launch of this new company and has been recognized by numerous design awards including a Clio. |
Nano-Tex, a nanotechnology pioneer, had taken its product-focused brand strategy as far as it could go, so they asked Addis Creson to help.
After conducting extensive consumer research, we determined that the Nano-Tex brand should emphasize real-life benefits for consumers in lieu of its previous technology focus.
Addis Creson began by recasting the Nano-Tex brand architecture as a masterbrand. We then developed a robust set of brand assets that help the Nano-Tex brand communicate the idea of fabrics that help people go wherever the day takes them. This idea of seamless transition came to life in a new nomenclature system that describes product benefits.
The new identity system we developed focuses on humanity while still projecting the idea of a scientific breakthrough. |
OTHER FUTURE TENSE CASE STUDIES
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PROJECT OVERVIEW
