︎ SHARP STARTUPS ︎ IDEAS WITH IMPACT ︎ STORIES THAT MOTIVATE ACTION
BRAND STRATEGY. BRAND STORYTELLING. BRAND ID. FROM SCRAPPY STARTUPS TO ESTABLISHED BRANDS LOOKING TO REIMAGINE.
CHALLENGE: Reposition and rebrand The Siesta Group, specialists in central nervous system clinical trials.
ANSWER: Through a process of research and diving deep into the the competitive landscape, we took TSG from “service provider” to the aspirational position of: “raising the bar in CNS trials”.
ANSWER: Through a process of research and diving deep into the the competitive landscape, we took TSG from “service provider” to the aspirational position of: “raising the bar in CNS trials”.
Interim Branding (pre-renaming project)
CLIENT: HealthRhythms
CHALLENGE: Realign an existing brand to signal a quantumn leap in mental health treatment. In early trials HealthRhythms detected mental health decompensation a week in advance—with close to 90% accuracy—using blind phone data. Next phase was to a B2C to B2B pivot. With research in hand we developed prototypes for a new brand platform, strategy, positioning, newname and Identity (in progress).
TEAM: John Malcolmson/Brenda Smith/Martyn Tipping
CLIENT: Robin Hood CHALLENGE: Branding and signage for an investors conference with swagger
ANSWER: Arena concert meets trading floor:
• Progressive and intelligent Rock (think Thom Yorke)
• Concert poster visual language
• Modern, clean, technological, connected to the real time, real world, vibrating, colorful, not drab
• Design-forward, future forward look and feel
• Visual reference to the target works for Robin Hood branding and the metaphor of being in the center of the financial universe
• Target can be interpreted through animation as a bullseye, a loudspeaker, a pulsing sonar, etc.
Creative Team: John Malcolmson/Bill Oberander/Lily McCullough
CLIENT: Metropolis Books
CHALLENGE: Develop a mark that telegraphically communicates a sense of place and a connection to the iconic Metropolis Magazine masthead
TEAM: John Malcolmson