https://gutstruck.com gut. Fri, 11 Mar 2022 21:36:21 +0000 https://gutstruck.com en https://gutstruck.com/aka-Brands Sat, 12 Feb 2022 08:53:16 +0000 gut. https://gutstruck.com/aka-Brands a.k.a. Brands A. Brand Strategy B. Brand Name C. Brand Identity Design D. Brand Collateral E. Brand Launch F. Site Design G. IPO Launch The Future of Fashion Good Growing Pains When the team at a.k.a. Brands first approached us, they had grown out of their placeholder name. They lacked a coherent, compelling, and consistent articulation of their brand. Years in the making, their platform was ready, their team growing, and their dynamic, eclectic, promising portfolio of brands expanding. They needed to solidify a brand in all ways, and… they needed it quick. They needed help in the direction they set, their promises, their name, and how they presented themselves to the world. More Them, Less UsTogether, we established the core of the brand. Who it's for, why it exists, and what it's all about— to future founders, investors, and employees. Once complete, the challenge was to create a name and visual identity that conveyed the value, magnitude, and boldness of the brand's platform while honoring its role as a background player. The Brands You Love The company exists for, and because of, the brands in its portfolio. They are… their brands. They are known to the world as the brands their end customer loves. They are also known as this and that brand. Work Your Love, Love Your Work Over a year, we worked with the leadership team to establish a.k.a. 's name, visual identity, brand collateral, site, and social presence. We put finishing touches on their investment materials and created assets they showcased in Times Square, out front on Wall street, and around the NYSE floors. We watched with pride, as brand partners, as they proudly, giddily, and so deservingly rang the closing bell that brought their innovative and growing company public. It was an incredible milestone for them on their journey to become the global leader in direct-to-consumer fashion, and we are incredibly grateful for our part along the way. <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/4643ba307845b07b2ee064f451a28c5991cab74a07a06f048394de2e22aa0c06/Case-Studies_aka_Lead.png" data-mid="134070840" border="0" src="https://freight.cargo.site/w/1000/i/4643ba307845b07b2ee064f451a28c5991cab74a07a06f048394de2e22aa0c06/Case-Studies_aka_Lead.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/ad74935059e900dd63eb90623c4cfed39e18afa4f0d686c3b3c62fcc903040b0/Case-Studies_aka_Brandmark.png" data-mid="134070839" border="0" src="https://freight.cargo.site/w/1000/i/ad74935059e900dd63eb90623c4cfed39e18afa4f0d686c3b3c62fcc903040b0/Case-Studies_aka_Brandmark.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/251f1684f66ce9bc8479ed74504fea66813e97990d605651a8725ad94a63e102/Case-Studies_aka_Brand-Guide_01.png" data-mid="137831608" border="0" src="https://freight.cargo.site/w/1000/i/251f1684f66ce9bc8479ed74504fea66813e97990d605651a8725ad94a63e102/Case-Studies_aka_Brand-Guide_01.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/45ffb6dad37a1e0e46c05e6b539a75d43141db27354eb4cd657f9603a98f131c/Case-Studies_aka_Brand-Guide_02.png" data-mid="134070838" border="0" src="https://freight.cargo.site/w/1000/i/45ffb6dad37a1e0e46c05e6b539a75d43141db27354eb4cd657f9603a98f131c/Case-Studies_aka_Brand-Guide_02.png" /> <img width="1500" height="844" width_o="1500" height_o="844" data-src="https://freight.cargo.site/t/original/i/4d839f03f310324b712552e3b1c304fe122fa3278ccd0a52e6984c2c4f168fd4/Case-Studies_aka_Website.jpg" data-mid="134070861" border="0" src="https://freight.cargo.site/w/1000/i/4d839f03f310324b712552e3b1c304fe122fa3278ccd0a52e6984c2c4f168fd4/Case-Studies_aka_Website.jpg" /> <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/864c1a2ee3db99f7d65fc280f2ad42d37aa93698c4df4fa90ea56cd4a537ce9c/Case-Studies_aka_Biz-Cards.png" data-mid="134070836" border="0" src="https://freight.cargo.site/w/1000/i/864c1a2ee3db99f7d65fc280f2ad42d37aa93698c4df4fa90ea56cd4a537ce9c/Case-Studies_aka_Biz-Cards.png" /> <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/9f43935dbb9d74c7ff1d097be5f9f458250fcce4fcc5a71b4e9641e16862f5f5/Case-Studies_aka_Swag.png" data-mid="134070841" border="0" src="https://freight.cargo.site/w/1000/i/9f43935dbb9d74c7ff1d097be5f9f458250fcce4fcc5a71b4e9641e16862f5f5/Case-Studies_aka_Swag.png" /> <img width="4000" height="2667" width_o="4000" height_o="2667" data-src="https://freight.cargo.site/t/original/i/5986eb298f7a0f304968508b5c3398a7d8777917119942b63280c2b37f75330c/aka_Going-Public_01.png" data-mid="137832282" border="0" src="https://freight.cargo.site/w/1000/i/5986eb298f7a0f304968508b5c3398a7d8777917119942b63280c2b37f75330c/aka_Going-Public_01.png" /> <img width="4000" height="2666" width_o="4000" height_o="2666" data-src="https://freight.cargo.site/t/original/i/4c432e05c1dc8958377fe308243a93c803894e5516658b4b728061c79f9ff980/aka_Going-Public_03.png" data-mid="137832283" border="0" src="https://freight.cargo.site/w/1000/i/4c432e05c1dc8958377fe308243a93c803894e5516658b4b728061c79f9ff980/aka_Going-Public_03.png" /> https://gutstruck.com/Bad-Habit Sun, 20 Feb 2022 03:33:02 +0000 gut. https://gutstruck.com/Bad-Habit Bad Habit A. Digital Strategy B. Site Design No Judgement, Just Clean Skincare Skincare For All The Yous Having recognized that their customers' lives don't always reflect that which is portrayed by most skincare brands on the market today, FORMA set out to create an alternative option. One that celebrates and encourages its customers to live life the way they want. Turning on the Brand Having established Bad Habit's strategy, identity, packaging, and approach-- FORMA needed assistance translating the direction into the digital space. Including the experience of a stand-alone site and the brand's presence on Morphe.com. The launch strategy included working with an influencer who was to be revealed after some initial buzz was generated. The influencer would later become the face of the brand. Two-Part Challenge The goal was to preserve the brand's bold personality while working within established templates of the underlying commerce platform defined by the internal technology team. And to do it within phases. The site needed to nod to the influencer and make it easy for them to drop in without disclosing who it was too early. We designed the site architecture and look/feel by using salient elements of the strategy, visual identity, product categorization, and tone of the influencer. We provided FORMA's tech team with the designs and supporting assets for each of the three phases and worked collaboratively with them as they built out the site on their framework. There is nothing bad about stepping in to fill the one missing piece for a long-standing client.<img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/a5bf9a2679963a245bd6462fb62403c6f0618989785e71016381913bd65b7c25/Case-Studies_Bad-Habit_Website.png" data-mid="134072599" border="0" src="https://freight.cargo.site/w/1000/i/a5bf9a2679963a245bd6462fb62403c6f0618989785e71016381913bd65b7c25/Case-Studies_Bad-Habit_Website.png" /> <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/59c3494aed4db4d60b4cb3533485be4a6fbd36b48fb61fd911e7ab4f7ee5e567/Case-Studies_Bad-Habit_Lead.png" data-mid="134072598" border="0" src="https://freight.cargo.site/w/1000/i/59c3494aed4db4d60b4cb3533485be4a6fbd36b48fb61fd911e7ab4f7ee5e567/Case-Studies_Bad-Habit_Lead.png" /> <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/89da60bfa56969635e9423395e16e9435624d138c3dc2dd4192af15369d5867f/Case-Studies_Bad-Habit_Brandmark.png" data-mid="134072597" border="0" src="https://freight.cargo.site/w/1000/i/89da60bfa56969635e9423395e16e9435624d138c3dc2dd4192af15369d5867f/Case-Studies_Bad-Habit_Brandmark.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/a5bf9a2679963a245bd6462fb62403c6f0618989785e71016381913bd65b7c25/Case-Studies_Bad-Habit_Website.png" data-mid="134072599" border="0" src="https://freight.cargo.site/w/1000/i/a5bf9a2679963a245bd6462fb62403c6f0618989785e71016381913bd65b7c25/Case-Studies_Bad-Habit_Website.png" /> https://gutstruck.com/Truly Sat, 12 Feb 2022 08:53:16 +0000 gut. https://gutstruck.com/Truly Truly, A. Brand Strategy B. Brand Name C. Brand Identity Design D. Product Design E. Packaging Design F. Marketing Strategy H. CRM Strategy I. Fundraising Pitch The Best Gift To Give, and To Get From Product— To Brand This is a heartfelt story inspiring a heartfelt product with great potential. When our client shared the backstory and impetus behind her product idea, we didn't hesitate to jump in with two feet, racing minds, and full hearts. That's a win/win in our book. The challenge was that we needed to elevate the product idea into a brand and build a solid business case to attract investors and collaborators alike.&nbsp; From The Core We created a point of difference that provided the best market advantage and most substantial protection from direct and adjacent competitors, which led to us unlocking the brand's essence. With the brand's core established, the name, identity, promise, product, packaging, pricing, product roadmap, marketing, and business model almost shaped itself. When you know who you are at the core, it's clear how you'll do things as a brand. From The HeartWhat started as a single product evolved into a new way to celebrate, thank, acknowledge, encourage, advise, reminisce, honor, and shower others with love and appreciation. A new way to make a gift from the heart is: Easy, Fun, Unique, Meaningful, and Affordable. Truly,. <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/36eb8f3289e44f6a474fee068860a2e2833d876cdc7039609b06c88c349f311b/Truly_Cover.png" data-mid="137997512" border="0" src="https://freight.cargo.site/w/1000/i/36eb8f3289e44f6a474fee068860a2e2833d876cdc7039609b06c88c349f311b/Truly_Cover.png" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/0b3f41f5c85b4c97c8288fe2caedcd85db575952b087ee693c353b709357f2ea/Truly_Brandmark.png" data-mid="136040437" border="0" src="https://freight.cargo.site/w/1000/i/0b3f41f5c85b4c97c8288fe2caedcd85db575952b087ee693c353b709357f2ea/Truly_Brandmark.png" /> <img width="5000" height="2813" width_o="5000" height_o="2813" data-src="https://freight.cargo.site/t/original/i/f89bdfafee1764f84f62701c361af0d05332f37bc9ec06e2d70e80bf1002d714/Case-Studies_Truly_Brand-Guide_01.png" data-mid="137996613" border="0" src="https://freight.cargo.site/w/1000/i/f89bdfafee1764f84f62701c361af0d05332f37bc9ec06e2d70e80bf1002d714/Case-Studies_Truly_Brand-Guide_01.png" /> <img width="5000" height="2813" width_o="5000" height_o="2813" data-src="https://freight.cargo.site/t/original/i/b9b7812914a4eb17e13049b2fe7bf8b33fcaf9ca810c65b55aebd88b8de1c08d/Case-Studies_Truly_Brand-Guide_02.png" data-mid="137997430" border="0" src="https://freight.cargo.site/w/1000/i/b9b7812914a4eb17e13049b2fe7bf8b33fcaf9ca810c65b55aebd88b8de1c08d/Case-Studies_Truly_Brand-Guide_02.png" /> <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/4109f2763950334683de10f215660188060e609925f8dd7bbac3a73d1d54c261/Case-Studies_Truly_Website_02.png" data-mid="137996820" border="0" src="https://freight.cargo.site/w/1000/i/4109f2763950334683de10f215660188060e609925f8dd7bbac3a73d1d54c261/Case-Studies_Truly_Website_02.png" /> https://gutstruck.com/Such-Good Sat, 12 Feb 2022 08:53:17 +0000 gut. https://gutstruck.com/Such-Good Such Good A. Brand Strategy B. Brand Name C. Brand Identity Design D. Brand Launch E. Product Strategy F. Product Design G. Product Copy H. Packaging Design I. Product Launch J. Site Design This Is Wellness Made Easy A Hard Pill To Swallow Over the past few years, the wellness space has exploded with new products, formats, and brands. Evidenced by the choices available in the aisles of grocery stores, pharmacies, and big-box retailers. With all this choice comes a sense of overwhelming stress— the antithesis of what these products strive to provide. Add to that the fact that Millennials and GenZers associate pills with being sick and old.&nbsp; Good To Go&nbsp; When the opportunity presented itself to FORMA Brands, they jumped on entering the wellness space with an easy, affordable, straightforward, and fun alternative. We worked closely with the FORMA team to take an existing product and rebrand it to appeal to its intended audience. We reworked the name, messaging, packaging, and product portfolio from sterile and medicinal to playful and fun. Since FORMA was fortunate enough to acquire existing inventory from a company exiting the space, the new brand was ready for shelves as soon as the ink dried on the bottles. Easy Does It While good is subjective, Such Good Everything is not. Every detail is intentionally and strategically designed to reinforce the straightforward nature of the brand. Information is kept light. Colors are vibrant and energetic in muted shades that read serious and trustworthy. Product formats are limited to those that "go down easy." <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/460c63c4fb5f2fd7560002cd71b09f8511252c720b82aac2508054701364d68b/Case-Studies_Such-Good_Lead.png" data-mid="134071475" border="0" src="https://freight.cargo.site/w/1000/i/460c63c4fb5f2fd7560002cd71b09f8511252c720b82aac2508054701364d68b/Case-Studies_Such-Good_Lead.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/1dbe9ed4de5926ba6f8bbe455afe7549955d113ef71b2150f646d32f2d0b638c/Case-Studies_Such-Good_Brandmark.png" data-mid="134071474" border="0" src="https://freight.cargo.site/w/1000/i/1dbe9ed4de5926ba6f8bbe455afe7549955d113ef71b2150f646d32f2d0b638c/Case-Studies_Such-Good_Brandmark.png" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/ace38808af873d757fe2ba8fabd7f6eed12351050d327cac08c0e1af9c5b1180/Case-Studies_Such-Good_Brand-Guide_01.jpg" data-mid="134071586" border="0" src="https://freight.cargo.site/w/1000/i/ace38808af873d757fe2ba8fabd7f6eed12351050d327cac08c0e1af9c5b1180/Case-Studies_Such-Good_Brand-Guide_01.jpg" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/d609ad14a64b98515c90c9bae5887279f902dbde4cacf5f043a0a1c73c40d149/Case-Studies_Such-Good_Brand-Guide_02.jpg" data-mid="134071587" border="0" src="https://freight.cargo.site/w/1000/i/d609ad14a64b98515c90c9bae5887279f902dbde4cacf5f043a0a1c73c40d149/Case-Studies_Such-Good_Brand-Guide_02.jpg" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/50f32e10f31cca2f9a51fde27d680c186e63268142833edcdb958fa167c87bc1/Case-Studies_Such-Good_Packaging_Sleep.png" data-mid="134071476" border="0" src="https://freight.cargo.site/w/1000/i/50f32e10f31cca2f9a51fde27d680c186e63268142833edcdb958fa167c87bc1/Case-Studies_Such-Good_Packaging_Sleep.png" /> <img width="6750" height="4500" width_o="6750" height_o="4500" data-src="https://freight.cargo.site/t/original/i/f0ab9e9719084735fadceffd0a5b68eca48997933aab79429bc9f72db6c5d983/Case-Studies_Such-Good_Packaging.png" data-mid="134071477" border="0" src="https://freight.cargo.site/w/1000/i/f0ab9e9719084735fadceffd0a5b68eca48997933aab79429bc9f72db6c5d983/Case-Studies_Such-Good_Packaging.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/76b87780c174408826d5e85ed051af13148ec1fc0e1001c4486f5164dc9c6645/Case-Studies_Such-Good_Website.png" data-mid="134071478" border="0" src="https://freight.cargo.site/w/1000/i/76b87780c174408826d5e85ed051af13148ec1fc0e1001c4486f5164dc9c6645/Case-Studies_Such-Good_Website.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/0dc7b6c68b8d44d28d60947aa87b40a410a108469ccb6a138c8b21cdab6fe126/Case-Studies_Such-Good_Wild-Postings.png" data-mid="134071479" border="0" src="https://freight.cargo.site/w/1000/i/0dc7b6c68b8d44d28d60947aa87b40a410a108469ccb6a138c8b21cdab6fe126/Case-Studies_Such-Good_Wild-Postings.png" /> https://gutstruck.com/Forma Sat, 12 Feb 2022 08:53:16 +0000 gut. https://gutstruck.com/Forma FORMA Brands A. Brand Strategy B. Brand Name C. Brand Design D. Integrated Elements What’s Next In Beauty More Than Morphe&nbsp; What started as an expansion of Morphe Brushes turned into a company incubating, accelerating, and curating what's next in Beauty. With that came the need for a name, identity, purpose, and promise. A brand to wrap this unique offering in and a way to message it to the world of beauty influencers, creators, innovators, and customers. A brand that reflected appreciation and genuine love of all things beauty in all forms— music, art, dance, and products. Beauty Defined&nbsp; Sometimes the obvious answer is the right answer. With a focus on all things Beauty, the only fitting name is— Beauty itself, with a little Latin spin. FORMA stands for all things Beauty. While the company operates in the background, its role in putting its brands, products, and influencers in the forefront is facilitated by a simple black and white palette, a font that doesn't overshadow others with just enough personality of its own, and a palette borrowed from the content its showcasing. The simple flip of the mark from a forward F to a backward one means what it says— a reflection of Beauty. It's a mark that the team places on content with pride. A stamp of sorts that underscores their belief in, support of, and investment in said product, content, influencer, innovator, brand. A Beautiful Relationship Loving their mission and the individuals behind it, we worked alongside the team to create the company positioning, name, visual identity, website, and brand collateral. Long-standing clients turned friends, we are so proud to be considered part of their extended team. And so honored they trust us with such significant decisions as architecting their brand of brands. <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/293a1151957d9ce8fa9fddaf4600b44bc5384504c8cf82d635ace4a90b9c343b/Case-Studies_Forma_Lead.jpeg" data-mid="137833775" border="0" src="https://freight.cargo.site/w/1000/i/293a1151957d9ce8fa9fddaf4600b44bc5384504c8cf82d635ace4a90b9c343b/Case-Studies_Forma_Lead.jpeg" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/92495d445c996020937b0f4e44fbe9a76b7332959db7dbfaf0ea4d2319ca5fcd/Case-Studies_Forma_Brandmark.png" data-mid="134071372" border="0" src="https://freight.cargo.site/w/1000/i/92495d445c996020937b0f4e44fbe9a76b7332959db7dbfaf0ea4d2319ca5fcd/Case-Studies_Forma_Brandmark.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/349bbd2f6a6a46fd36b806af64933e0c86ab97d4efe80de741ad4082672ba852/Case-Studies_Forma_Brand-Guide_01.png" data-mid="134071370" border="0" src="https://freight.cargo.site/w/1000/i/349bbd2f6a6a46fd36b806af64933e0c86ab97d4efe80de741ad4082672ba852/Case-Studies_Forma_Brand-Guide_01.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/bc8a50dc00cb1e366f6b8ea4abb17a6458532a0823eef0e3b0780706e46ec86d/Case-Studies_Forma_Brand-Guide_02.png" data-mid="137835611" border="0" src="https://freight.cargo.site/w/1000/i/bc8a50dc00cb1e366f6b8ea4abb17a6458532a0823eef0e3b0780706e46ec86d/Case-Studies_Forma_Brand-Guide_02.png" /> <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/1ee2835806a99359d7606fa0445a5a993d026d84fa676cad6e63b5db6c5348e7/Case-Studies_Forma_Lead-2.jpeg" data-mid="137833774" border="0" src="https://freight.cargo.site/w/1000/i/1ee2835806a99359d7606fa0445a5a993d026d84fa676cad6e63b5db6c5348e7/Case-Studies_Forma_Lead-2.jpeg" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/40e63762f7f5345f7eb8a82beca0f6073dc255ae276c26c73f9972d51d4e940e/Case-Studies_Forma_Website.png" data-mid="134071375" border="0" src="https://freight.cargo.site/w/1000/i/40e63762f7f5345f7eb8a82beca0f6073dc255ae276c26c73f9972d51d4e940e/Case-Studies_Forma_Website.png" /> <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/d52d1851a966a0944cf113bc367ad9c2a5930c0d9a20c99a836752763d6fcb42/Case-Studies_Forma_Biz-Cards.png" data-mid="137835700" border="0" src="https://freight.cargo.site/w/1000/i/d52d1851a966a0944cf113bc367ad9c2a5930c0d9a20c99a836752763d6fcb42/Case-Studies_Forma_Biz-Cards.png" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/4b01dd9ddd650b0ded89b93abbb3d5db7f5eb459e36d765307754b73f760b212/Case-Studies_Forma_Swag.png" data-mid="134071374" border="0" src="https://freight.cargo.site/w/1000/i/4b01dd9ddd650b0ded89b93abbb3d5db7f5eb459e36d765307754b73f760b212/Case-Studies_Forma_Swag.png" /> https://gutstruck.com/WHIM-1 Fri, 11 Mar 2022 19:27:42 +0000 gut. https://gutstruck.com/WHIM-1 WHIM A. Brand Strategy B. Brand Name C. Brand Identity Design D. Brand Collateral E. Product Strategy F. Product Design G. Product Copy H. Packaging Design I. Marketing Strategy J. CRM Strategy K. Omni Brand Experience&nbsp; L. Digital Strategy M. Site Design N. Environment Design O. Ambient Installation P. Fundraising Pitch See and Be Seen Change Is Inevitable Both the desire and ability to change what's "hanging" on our walls at home are... inevitable. We do it in all other facets of our lives. It's become an expectation we have of all things visual. We update and add to our visual library on the regular. But our digital life is trapped in tablets, computers, and phones, locked to small screens, making sharing a painful process. We want to enjoy our "stuff" in bigger formats, bigger ways, with bigger audiences. &nbsp; See and Be Seen...On A WHIM WHIM is a platform that lets people showcase who and what they are in the moment. And who they"ll be in a few minutes, hours, days, weeks, months, and years. It's a marketplace for creators of digital stuff to share and sell their work. It's an affordable and innovative combination of hardware, software, and content. It's a way to change what you see, on a whim. All Things WHIM From discovering to purchasing to unboxing to enjoying stuff, we designed the cradle-to-grave experience of WHIM. We established the brand, name, visual identity,&nbsp;product, packaging, pricing model, go-to-market strategy, ongoing sales, marketing and distribution strategy, and 3-year product roadmap. We identified and pitched strategic partnerships for launch and beyond. We created and presented fundraising materials to investors. We delivered an interactive end-to-end product showcase at CES. And we increased the valuation of the company by over $300M in a little over 2 years. <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/309ee14a6a94c7edf00b7f5470580b46a3ad1efc7b4620741a7792ebe87b2226/Case-Studies_WHIM_Lead.jpeg" data-mid="137828534" border="0" src="https://freight.cargo.site/w/1000/i/309ee14a6a94c7edf00b7f5470580b46a3ad1efc7b4620741a7792ebe87b2226/Case-Studies_WHIM_Lead.jpeg" /><img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/d3b6dfc89c949f090b05189d72e73283746d6f55e58fc84d63e1d9a2342d6e8e/Case-Studies_WHIM_Brandmark.png" data-mid="136027085" border="0" src="https://freight.cargo.site/w/1000/i/d3b6dfc89c949f090b05189d72e73283746d6f55e58fc84d63e1d9a2342d6e8e/Case-Studies_WHIM_Brandmark.png" /><img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/8bd871875668e9043f9b38b113948a679c3a9c9a1d7d436adbe3e22f7b0899fc/Case-Studies_WHIM_Brand-Guide_01.png" data-mid="136027094" border="0" src="https://freight.cargo.site/w/1000/i/8bd871875668e9043f9b38b113948a679c3a9c9a1d7d436adbe3e22f7b0899fc/Case-Studies_WHIM_Brand-Guide_01.png" /><img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/9155b8e5415e9d82fd72bfe7a3a60991a357e2774b822866ceb8c7db689ba549/Case-Studies_WHIM_Brand-Guide_02.png" data-mid="136027095" border="0" src="https://freight.cargo.site/w/1000/i/9155b8e5415e9d82fd72bfe7a3a60991a357e2774b822866ceb8c7db689ba549/Case-Studies_WHIM_Brand-Guide_02.png" /><img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/5ee81fe6ec9b588f59868a349b3afdf1d46f342ae978195a0e173397e2bb4622/Case-Studies_WHIM_App-Intro.png" data-mid="136027086" border="0" src="https://freight.cargo.site/w/1000/i/5ee81fe6ec9b588f59868a349b3afdf1d46f342ae978195a0e173397e2bb4622/Case-Studies_WHIM_App-Intro.png" /><img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/9d47921cc33adc52f5b8198052cb0e226f0edb634de4d1497384f83772c52d4b/Case-Studies_WHIM_App.png" data-mid="136027088" border="0" src="https://freight.cargo.site/w/1000/i/9d47921cc33adc52f5b8198052cb0e226f0edb634de4d1497384f83772c52d4b/Case-Studies_WHIM_App.png" /><img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/87830f9259c98fcfe752e91c9e36b8c8090b6e04f3d0b2353084b3d3dcac2e3c/Case-Studies_WHIM_Biz-Cards.png" data-mid="136027089" border="0" src="https://freight.cargo.site/w/1000/i/87830f9259c98fcfe752e91c9e36b8c8090b6e04f3d0b2353084b3d3dcac2e3c/Case-Studies_WHIM_Biz-Cards.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fd8f5b8fdb236289262ff480b5bc061277b709d12c436f87d8e1262a9dee420a/WHIM_Elements.png" data-mid="136027084" border="0" src="https://freight.cargo.site/w/1000/i/fd8f5b8fdb236289262ff480b5bc061277b709d12c436f87d8e1262a9dee420a/WHIM_Elements.png" /><img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/27c90e01dabe50fb391a7f0952260c550a4f629ec35187c6d736cf8b332e037c/Case-Studies_WHIM_Packaging.png" data-mid="136027081" border="0" src="https://freight.cargo.site/w/1000/i/27c90e01dabe50fb391a7f0952260c550a4f629ec35187c6d736cf8b332e037c/Case-Studies_WHIM_Packaging.png" /><img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/334fc7622851807ede85033097b3d716b483c86fb3175f1a4f20e2f886f1e10d/Case-Studies_WHIM_Outdoor.png" data-mid="136027092" border="0" src="https://freight.cargo.site/w/1000/i/334fc7622851807ede85033097b3d716b483c86fb3175f1a4f20e2f886f1e10d/Case-Studies_WHIM_Outdoor.png" /> https://gutstruck.com/Robbins-Brothers Fri, 11 Mar 2022 21:34:38 +0000 gut. https://gutstruck.com/Robbins-Brothers Robbins Brothers A. Brand Identity Design B. Brand Collateral C. Omni Brand Experience&nbsp; D. Digital Strategy E. Site Design Every Couple Matters 100 Years of Yes After nearly 100 years, Robbins Brothers still gets excited about proposals, "I-do's", and promises made. They've remained committed and consistent in helping customers find the perfect stone in the perfect setting at the perfect price. But while the jewelry space, the definition of commitment, and the concept of a couple have evolved, Robbins Brothers has not. Today's customer finds the experience, store design, and overall brand look/feel dated and... irrelevant. As such, Robbins embarked on a complete overhaul of its brand, putting their customer, in all forms, at the center. Them and Us With their customer profiles, point of difference, and brand voice in hand, we set out to create a visual identity that matched. One that appealed to a younger audience with various preferences in the product, marketing, shopping experience, and buying decisions. We created a design system that said: ANY COUPLE. ANYWHERE. ANYTIME. ANY OBJECTIVE. ANY BUDGET. ANY COMMITMENT. ANY LOVE. One that was undoubtedly and recognizably Robbins Brothers. So... that's a yes... We established a new brand palette, mark, design details, photography style, and iconography and put it all in action online, in-store, OOH, on the packaging, and on social. At the heart of the system is joy. Pure, unfiltered, authentic joy. Colors, words, pictures, and compositions leave you feeling nothing but joy. <img width="4000" height="2250" width_o="4000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/7b207e1254dafdaaf0ebe0cdb2e483ac3b5d036a5f091815dc4e81bcfd7cde41/RB_Brand-Elements_Brandmark.png" data-mid="137879166" border="0" src="https://freight.cargo.site/w/1000/i/7b207e1254dafdaaf0ebe0cdb2e483ac3b5d036a5f091815dc4e81bcfd7cde41/RB_Brand-Elements_Brandmark.png" /><img width="3868" height="2176" width_o="3868" height_o="2176" data-src="https://freight.cargo.site/t/original/i/26e34bceadd0b03b5fde78a1895504b55151610109716bf1b5ad30c9ec338550/RB_Brand-Elements_Brandmarks.png" data-mid="137842237" border="0" src="https://freight.cargo.site/w/1000/i/26e34bceadd0b03b5fde78a1895504b55151610109716bf1b5ad30c9ec338550/RB_Brand-Elements_Brandmarks.png" /><img width="3868" height="2176" width_o="3868" height_o="2176" data-src="https://freight.cargo.site/t/original/i/4cc459a2d0ef0129459b4763a2b052df81e4923b5e9e3c855fb6a05b3e3dfc20/RB_Brand-Elements_Outdoor-05.png" data-mid="137843105" border="0" src="https://freight.cargo.site/w/1000/i/4cc459a2d0ef0129459b4763a2b052df81e4923b5e9e3c855fb6a05b3e3dfc20/RB_Brand-Elements_Outdoor-05.png" /><img width="3868" height="2176" width_o="3868" height_o="2176" data-src="https://freight.cargo.site/t/original/i/2c8c347dfaea7bcfe97f1db820e7fcbe9446f11f71373643df6d07d3f3b6b2c3/RB_Brand-Elements_Outdoor-04.png" data-mid="137843100" border="0" src="https://freight.cargo.site/w/1000/i/2c8c347dfaea7bcfe97f1db820e7fcbe9446f11f71373643df6d07d3f3b6b2c3/RB_Brand-Elements_Outdoor-04.png" /><img width="3868" height="2176" width_o="3868" height_o="2176" data-src="https://freight.cargo.site/t/original/i/3ca18b341d687776d3ad68b7fa152ec170979028eed1c80e5ddd956ff69dfd8f/RB_Brand-Elements_Outdoor-06.png" data-mid="137843109" border="0" src="https://freight.cargo.site/w/1000/i/3ca18b341d687776d3ad68b7fa152ec170979028eed1c80e5ddd956ff69dfd8f/RB_Brand-Elements_Outdoor-06.png" /><img width="3868" height="2579" width_o="3868" height_o="2579" data-src="https://freight.cargo.site/t/original/i/a7616f7a70f152c6387d08bf5e56139f44e5d52d1a48c0ae58a3b3cbc9da9cd1/RB_Brand-Elements_Outdoor-02.png" data-mid="136043330" border="0" src="https://freight.cargo.site/w/1000/i/a7616f7a70f152c6387d08bf5e56139f44e5d52d1a48c0ae58a3b3cbc9da9cd1/RB_Brand-Elements_Outdoor-02.png" /><img width="3868" height="2579" width_o="3868" height_o="2579" data-src="https://freight.cargo.site/t/original/i/79f7116fc14e68ebf2d69767c2be421a42207d417729fa6cf1ec95532b34cb9b/RB_Brand-Elements_Outdoor-03.png" data-mid="136043331" border="0" src="https://freight.cargo.site/w/1000/i/79f7116fc14e68ebf2d69767c2be421a42207d417729fa6cf1ec95532b34cb9b/RB_Brand-Elements_Outdoor-03.png" /><img width="3868" height="2176" width_o="3868" height_o="2176" data-src="https://freight.cargo.site/t/original/i/9d1d6a842f0ddd1f4ba90deac7ec6f87b0b3666d17345137674500c5ec997200/Robbins_Retail.png" data-mid="137844043" border="0" src="https://freight.cargo.site/w/1000/i/9d1d6a842f0ddd1f4ba90deac7ec6f87b0b3666d17345137674500c5ec997200/Robbins_Retail.png" /> https://gutstruck.com/MGM-Resorts-Intl Sat, 12 Feb 2022 08:53:17 +0000 gut. https://gutstruck.com/MGM-Resorts-Intl MGM Resorts Int’l A. Brand Strategy B. CRM Strategy C. Omni Brand Experience&nbsp; D. Digital Strategy E. Site Design F. Org Design The Vegas of Vegas Look The Other Way If you've been to Vegas, you likely stayed where your friends/party booked, where you have points to redeem, or where you read is the happening spot for whatever you went to Vegas for. Something drew you into the hotel you chose and the entertainment you partook in. As much as each property in Vegas has its very definitive personality, it's hard to establish loyalty and repeat visits. And, the city itself hasn't had the same pressures to up their anty on digital experiences. We, as visitors, excuse the lack of digital conveniences and comforts we expect elsewhere because... it's Vegas. Look Our Way&nbsp; MGM Resorts International wanted to change that. They set out to provide a differentiated and compelling guest experience attracting visitors to any one of their 19 properties on the strip. They engaged us to establish the cross-property experience and identify where, how, and when digital could do some lifting.&nbsp; From Vision To Reality We interviewed property managers, guests, and potential visitors to best understand what was working, what wasn't, and where the opportunity was. From there, we laid out a vision, presented it to an audience of 500 Marketing team members from across their properties, helped oversee the concept, design, and development of their most prominent property's website (MGM Grand), and crafted and helped staff the role of a Chief Experience Officer to oversee the on-going execution and management of the vision. We helped MGM Resorts International become The Vegas of Vegas. <img width="5334" height="3001" width_o="5334" height_o="3001" data-src="https://freight.cargo.site/t/original/i/80959f7baaa53ae860ded9b9c885a19a341813b4be4a6dedaca3ed5e33018257/MGM-Resorts_App.png" data-mid="134072315" border="0" src="https://freight.cargo.site/w/1000/i/80959f7baaa53ae860ded9b9c885a19a341813b4be4a6dedaca3ed5e33018257/MGM-Resorts_App.png" /> <img width="5334" height="3001" width_o="5334" height_o="3001" data-src="https://freight.cargo.site/t/original/i/8dc0daf3771e1ccb4c87c67bd992a555e43d0ea8b009ff8c9b843bf7aa27c5d4/MGM-Resorts_Site.png" data-mid="134072316" border="0" src="https://freight.cargo.site/w/1000/i/8dc0daf3771e1ccb4c87c67bd992a555e43d0ea8b009ff8c9b843bf7aa27c5d4/MGM-Resorts_Site.png" /> https://gutstruck.com/Space Fri, 11 Mar 2022 21:35:11 +0000 gut. https://gutstruck.com/Space Sp{ &nbsp;}ce A. Brand Strategy B. Brand Name C. Brand Identity Design D. Product Strategy E. Marketing Strategy F. Environment Design G. Fundraising Pitch Designed For Getting Out Human Needs, developed by Manfred Max-Neef and others, are few, finite, and classifiable. They are also constant throughout all human cultures and across historical periods. Identity – which manifests as a sense of belonging and connectedness, is one such need. Another is Understanding– which includes curiosity about surroundings as well as others. Getting out allows us to be among others while working independently. Satiating our need to feel connected while simultaneously providing the opportunity to observe. Not unlike the white noise from a TV, the ambient noise found in coffee houses breaks the sense of isolation by giving enough of a sensation of connectedness without requiring active participation. A Place To Go To Get Out Hence SP{ &nbsp;}CE was born. A place to go, around the clock, to satisfy any reasons one has to get out. To find inspiration, feel connected, be around other like-minds, sketch, write, learn &amp; create, converse &amp; collaborate, and take a break. An environment, first and foremost, with products available for purchase curated to the audience in the space at any given time. A Time And Place For That SP{ &nbsp;}CE is a work in progress. An idea with great interest from local developers and various community committees. <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/9823f593851bc6e62f9ea6d094562b80df6a48814d7788bec7aa24e8b48d1584/SPACE_Lead.png" data-mid="136042336" border="0" src="https://freight.cargo.site/w/1000/i/9823f593851bc6e62f9ea6d094562b80df6a48814d7788bec7aa24e8b48d1584/SPACE_Lead.png" /> <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/43e8f96a88f4dce4eb771ab2a9124ff5e914a83f9d6559f0df6ac185d59dc8a7/Space_Interior.png" data-mid="136042390" border="0" src="https://freight.cargo.site/w/1000/i/43e8f96a88f4dce4eb771ab2a9124ff5e914a83f9d6559f0df6ac185d59dc8a7/Space_Interior.png" /> <img width="4800" height="2700" width_o="4800" height_o="2700" data-src="https://freight.cargo.site/t/original/i/0183e72f9a2268b0fc46f4e00b6275531ee92ff02f33836d192f2d90b2745c99/Space_Inside.png" data-mid="136042389" border="0" src="https://freight.cargo.site/w/1000/i/0183e72f9a2268b0fc46f4e00b6275531ee92ff02f33836d192f2d90b2745c99/Space_Inside.png" /> https://gutstruck.com/Smlye Fri, 11 Mar 2022 21:36:21 +0000 gut. https://gutstruck.com/Smlye SMLye Soap Co. A. Brand Name B. Brand Identity Design C. Product Copy D. Packaging Design E. Packaging Sourcing F. Packaging Production Keep’n Clean, Outside and In.&nbsp; Not So Clean Why does something we use every day to get clean leave us so dirty? Unbeknownst to the masses, most popular hand soaps are full of ingredients that damage our skin and our health. Those ingredients you don't know how to pronounce are usually the culprits. These dirty ingredients lead to drying out and irritation of our skin, even possible poisoning under it. In some cases, they include chemicals that have been linked to forms of cancer and severe reproductive problems. If your soap is colored, chances are the dye consists of petroleum that seals your pores closed, preventing your body from naturally getting rid of the bad stuff it doesn't want. Clean and Simple Glenn Donnolly has been making lye soap at Dollywood for decades. A craftsman and artist, he joined forces with his long-time partner Kathyrn to bring this all-natural, biodegradable, "clean" soap to larger audiences outside of those visiting the park. Lye soap is made from three simple ingredients: lye, lard, and water. And their SMLye soap is made, cut, and wrapped by their own hands in the Smoky Mountains. A Brand All Their Own Selling their soap outside the park meant they needed a brand all their own. We partnered with the duo to create the name, mark, visual identity, and package design. We wrote their story, created their pricing model, and sourced and managed a partner for their new packaging. We worked with them to identify process efficiencies considering their size and scale. The team partners with a local organization and provides volunteers the opportunity to get hands-on work experience by assisting with their packaging. We continue exploring distribution opportunities to get the soap into as many hands as possible. Because SM = Smoky Mountain + Lye Soap = a whole lot of smiling. <img width="5334" height="3001" width_o="5334" height_o="3001" data-src="https://freight.cargo.site/t/original/i/bc5ccf887ffc61746dc8ab438c3bae7c1aa286492574b880a04d2d2ac678081c/SMLye_Brand.png" data-mid="136040997" border="0" src="https://freight.cargo.site/w/1000/i/bc5ccf887ffc61746dc8ab438c3bae7c1aa286492574b880a04d2d2ac678081c/SMLye_Brand.png" /> <img width="3000" height="1688" width_o="3000" height_o="1688" data-src="https://freight.cargo.site/t/original/i/deb62e0b897ce520b531eb3daff32abdc8e880b4e30c1fbcd145acf702e637d1/SMYLE_Brandmark.png" data-mid="137838766" border="0" src="https://freight.cargo.site/w/1000/i/deb62e0b897ce520b531eb3daff32abdc8e880b4e30c1fbcd145acf702e637d1/SMYLE_Brandmark.png" />