Challenge
The agency needed an identity that respected its history and made the people shaping its future more visible. The opportunity was to connect the name, the work, and the culture in a way that felt like the agency itself.
The agency needed an identity that respected its history and made the people shaping its future more visible. The opportunity was to connect the name, the work, and the culture in a way that felt like the agency itself.
Role
My work included creative direction, brand development, identity design, and culture strategy for the agency.
My work included creative direction, brand development, identity design, and culture strategy for the agency.
Approach
The ampersand gave the identity a natural connection to people. Employee names became part of the brand expression and website addresses, while individual stories brought the team into view. The identity and culture book tied the visual system to the agency’s character. GOODNE55, created for the agency’s 55th anniversary, invited employees and community members to take part in a simple act of giving: keep five dollars and give five to someone else.
The ampersand gave the identity a natural connection to people. Employee names became part of the brand expression and website addresses, while individual stories brought the team into view. The identity and culture book tied the visual system to the agency’s character. GOODNE55, created for the agency’s 55th anniversary, invited employees and community members to take part in a simple act of giving: keep five dollars and give five to someone else.
Outcome
The work extended the agency’s identity into its website, employee stories, culture materials, and community activity. It gave the team practical ways to participate in the brand and put its personality into public view.
The work extended the agency’s identity into its website, employee stories, culture materials, and community activity. It gave the team practical ways to participate in the brand and put its personality into public view.
Brand Identity and Culture book. Download complete book.
Employee blogs allow visitors to learn more about each team member. Employee name becomes a part of the &Barr identity and URL.
It's all about the people.
Building a brand is hard work and needs constant attention, but for a brand to be relevant it should behave more like a culture. A culture that manifests a spirit of harmony and credibility. A true representation of an ethos gains the attention of those that are most important to thrive.
At &Barr, I was fortunate to work with a band of talent that not only understood the value of great work, but the crucial role that a strong culture plays at an agency.
The video below is a peek into the hearts and minds of Brandy Gill (Guitar), Mark Sunderland (Vocals and guitar) Mark Robertson (Drums) Giles Partington (Bass) and Charles Caldwell (Bear). Just a few of the folks that continue to shape the brand and culture of &Barr.
GOODNE55
Cards that point participants to the GOODNE55 Facebook page to share their story.
GOODNE55 was born from the hearts of an agency commemorating its 55th anniversary. Already a huge supporter of the community, Fry Hammond Barr (now &Barr) wanted to give back in a different way for the holiday season. Doing so, led to a twist on "the gift of giving." A simple approach that kicked off the project; Get 5, Give 5 for Goodness Sake. First, the agency deployed employees, in pairs, into the community. Then, employees handed out two 5 dollar bills to strangers explaining that the first bill was for them to keep and encouraging them to give the second bill to a friend, loved one or total stranger. Finally, recipients were also given a GOODNE55 card that pointed them to Facebook where they were encouraged to share their story and read the stories of others.
Two GOODNE55 tee shirt designs to be worn in pairs.
Let's reframe your story.
