Designing a global visual identity system for Levi’s included on-product branding, communication and marketing materials. After defining the brand idea behind their pioneering spirit, my team at Turner Duckworth and I created a visual identity, then set out to teach everyone how to use it.
Levi’s Brand Standards Map
The updated brand elements redefined the spirit and purpose of the iconic brand. These visual identity standards were created as a road map for the refined iconography.
(Shortlisted for a Cleo, and received a nod from D&AD and OneShow)
Custom stamp box to supplement the brand guidelines
A box set of stamps comprised of the newly refined logo suite was given to department heads to inspire and mark the release of the new brand standards.
Redesigned patch artwork
A redraw of the iconic patch.
Levis Brand Icon Video
President Robert Hanson got behind the camera to announce the importance of the new identity work.
Interiors, identity, printed collateral & even a few hand-made custom builds for a bar in San Francisco's Russian Hill neighborhood.
Visual identity system
When Turner Duckworth was approached by the American Red Cross to redesign their visual identity system, we knew we needed to create an unmistakable identity that unites the brand’s many activations. We developed their logo suite, color palette, typography and photographic style.
Redesigning an iconic brand
Redesigned logo suite
To drive reconsideration and position the American Red Cross as a world class, 21st century brand, we needed a mark that would speak to the authentic, confident, visionary brand. The pin is a symbol of enthusiastic participation. It is a personal, grass roots, and unique expression for the American Red Cross.
Visual identity printed piece
Editorial design & photo art direction
Office partnered with Stanford Children's Hospital to create a 48-page editorial piece to coincide with the expansion of their network in the Bay Area. The perfect-bound publication is chalk full of stories, tips and resources to help families foster happier and healthy lives together. Tucked inside is also an activity book just for kidos.
Interior, decor & printed collateral for a restaurant in San Francisco's Cole Valley neighborhood. Logo by James van Kriedt.
Outdoor campaign & photo art direction
Our team at Office built a campaign around the idea that Stanford Children's Health understands what's most important to parents with "Extraordinary Care for Your Extraordinary Kid". In 2015 the campaign was refreshed. A happy little cast of Bay Area kids are caught in everyday moments portraying the positive health care outcomes of the emotional situations some extraordinary local families face.
Office Holiday Card
The 2014/15 Holiday card. Part of a long line of awesome Office limited run Office prints (though probably the last to be hand-stitched ;)