On Monday, April 15th 2013 a group of terrorist detonated 2 bombs at the Boston Marathon. Moments after explosion, heroes emerged from the smoke and human suffering, helping the fallen and taking care of the wounded.
Early on Tuesday, April 16th I was called into the office of Hill Holliday CEO Mike Sheehan. He tasked me with creating a brand logo that Boston Mayor Thomas Menino and Governor Deval Patrick could use to represent a fund for the Boston Marathon victims.
Mike said, “I need a logo... you have 15 minutes” little did I know it would prove to be the most important logo I’ve created in my 20+ year career.
Immediately I ran back to my office to generate a plan for the logo searching for fonts and colors. I anticipated that it would need to work across all forms of media and I knew I wanted it to be poetic and beautiful.
After the logo was completed it was quickly moved to media outlets all over Boston and the world, uniting people to one cause with a simple visual that said everything – onefundboston.org.
This a testiment to the power of brand; to unify, gain trust and inspire.