Select examples of brand identity work include the redesign The Manufacturers (NAM) logo and blog Shopfloor, Econo Lodge Hotels and Poppers Frozen Snacks.
AFTER New brand identity for National Association of Manufacturers (NAM). February 22, 2010.
I led the creation of a new brand identity, slogan, mission statement and website for the National Association of Manufacturers (NAM). The new brand identity highlights "manufacturers" as it is the word the NAM owns in the mind of its audiences. The logo clearly shows the “M” for Manufacturers. The period is authoritative as the NAM owns the word "manufacturers". It also represents the global market in which U.S. manufacturing competes. Also shown is the historical N A and M. Prior to the re-branding, the NAM was described phonetically as NAM (as in Vietnam), post re-branding it is described as "the manufacturers".
Another objective was to have only one color associated with the brand. In Washington all organizations are the “All American” red, white and blue which means no one organization really owns “All American” in the minds of their audiences. Owning a color is as important as owning a word.
The new motto, “Leading Innovation. Creating Opportunity. Pursuing Progress.” underscores manufacturing’s pivotal role in America’s past and future. The new branding was launched February 22, 2010 and supported by print and digital advertising. The design won an award from Graphic Design USA for Best In-house Design.
BEFORE: Brand identity for NAM.org 1990-2009. Learn more at nam.org/history
NAM brand identity re-design was awarded "Best In-house Design" by Graphic Design USA.
New mission and motto for National Association of Manufacturers (NAM). February, 2010
NEW brand identity for the NAM's blog, Shopfloor.org. The concept was that the as the blog, Shopfloor was the informal voice of Manufacturing and thus the NAM. September, 2010.
OLD brand identity for the NAM's blog Shopfloor.org - from 2005 to 2009
Choice Hotels Econo Lodge old logo (left) and new logo (right).
Catalyst Energy brand strategy and package design
NEW: Poppers Frozen Jalapenos Snacks - new design based on my creative direction. Launched in 2002
OLD: Poppers Frozen Jalapenos Snacks - OLD design prior to 2001 acquisition by H.J. Heinz