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Leadership Excellence Consulting launched its initial (and only) online presence years ago. The client-facing persona no longer accurately reflected or captured the brand. A central brand positioning was required to reveal their proprietary style and deliverable. This would then manifest in a powerful, visual corporate identity (logo, website design) and verbal expression (e.g., brand origin story, tone of voice, and tag line).
Through discussions with clients and the founders themselves, we found a relentless effort to seek an “epiphany” which would unlock leaders’ powers. The Brand Essence “Eureka Seekers” allowed the brand to embrace a bold new identity (visual and expressive) and a themeline “A Power Source for Leaders.”
leadershipexcellenceconsulting.com
Brand Strategy, Brand Essence, Logo Design, Website Design,and Corporate Identity
Leadership Excellence Consulting launched its initial (and only) online presence years ago. The client-facing persona no longer accurately reflected or captured the brand. A central brand positioning was required to reveal their proprietary style and deliverable. This would then manifest in a powerful, visual corporate identity (logo, website design) and verbal expression (e.g., brand origin story, tone of voice, and tag line).
Through discussions with clients and the founders themselves, we found a relentless effort to seek an “epiphany” which would unlock leaders’ powers. The Brand Essence “Eureka Seekers” allowed the brand to embrace a bold new identity (visual and expressive) and a themeline “A Power Source for Leaders.”
leadershipexcellenceconsulting.com
Brand Strategy, Brand Essence, Logo Design, Website Design,and Corporate Identity
A line of pet care products – named initially as a supplement company “Pet-Labs” – had aspirations to be at the forefront of brands responding to a new pet parent mindset. 98pt6 was asked to help create this brand, from strategy to packaging to product innovation, from the ground up.
The new pet parent doesn’t so much “own” their pets as live side by side with them. Living with a pet is a life choice. “Pet Life” was the strategy and animating manifesto. Happily, it also made sense of the name!
Target Insight, Brand Strategy, Brand Essence, Tagline, Logo Design, Packaging Design and Creative Direction
A line of pet care products – named initially as a supplement company “Pet-Labs” – had aspirations to be at the forefront of brands responding to a new pet parent mindset. 98pt6 was asked to help create this brand, from strategy to packaging to product innovation, from the ground up.
The new pet parent doesn’t so much “own” their pets as live side by side with them. Living with a pet is a life choice. “Pet Life” was the strategy and animating manifesto. Happily, it also made sense of the name!
Target Insight, Brand Strategy, Brand Essence, Tagline, Logo Design, Packaging Design and Creative Direction
In advance of their 15th anniversary and the retirement of a founding partner, Sawaya Segalas decided that their current name, website, voice and corporate identity should be refreshed. They needed it to more accurately align with and reflect the brand as it exists today.
Extensive discussions internally and with the clients who knew them best, we uncovered a valuable, differentiating brand asset beyond what they delivered but how they worked with their clients. Their personal commitment and passion led to our tag line, “Invested Banking” and we delivered an identity online and off that truly reflected their soul.
sawayapartners.com
Brand Strategy, Brand Essence, Tagline, Logo Design, Website Design, Corporate Identity, Collateral, Signage, and Office Merch
In advance of their 15th anniversary and the retirement of a founding partner, Sawaya Segalas decided that their current name, website, voice and corporate identity should be refreshed. They needed it to more accurately align with and reflect the brand as it exists today.
Extensive discussions internally and with the clients who knew them best, we uncovered a valuable, differentiating brand asset beyond what they delivered but how they worked with their clients. Their personal commitment and passion led to our tag line, “Invested Banking” and we delivered an identity online and off that truly reflected their soul.
sawayapartners.com
Brand Strategy, Brand Essence, Tagline, Logo Design, Website Design, Corporate Identity, Collateral, Signage, and Office Merch
Panda has been crafting natural, gourmet Finnish licorice for over 90 years. Prized by true licorice lovers, Panda licorice awareness in the US is low among non-users and even among licorice lovers, loyalty to the Panda brand is eclipsed by loyalty to the product itself. Because of this lackluster brand awareness, the Finnish team decided to pair a new distribution strategy with a new pack design. From the brand's perspective, this was an opportunity to turn licorice lovers into Panda lovers!
We found that passion for the product is vivid and deeply felt. Consumers’ self-proclaimed preference for black licorice is similar to whiskey connoisseurs who prefer a single malt over a blend. The qualities that make licorice as an ideal so appealing to them (authenticity, naturalness, uncomplicated nature, its aspirational allure) became the inspiration for the brand both in pack design and messaging. We chose to keep Panda's color combination of yellow and black and used renowned London-based, food photographer, Patrice de Villiers to shoot the delicious piles of licorice.
Target Insight, Brand Strategy, Brand Essence, Tagline, Logo Design, Packaging Design and Creative Direction
Panda has been crafting natural, gourmet Finnish licorice for over 90 years. Prized by true licorice lovers, Panda licorice awareness in the US is low among non-users and even among licorice lovers, loyalty to the Panda brand is eclipsed by loyalty to the product itself. Because of this lackluster brand awareness, the Finnish team decided to pair a new distribution strategy with a new pack design. From the brand's perspective, this was an opportunity to turn licorice lovers into Panda lovers!
We found that passion for the product is vivid and deeply felt. Consumers’ self-proclaimed preference for black licorice is similar to whiskey connoisseurs who prefer a single malt over a blend. The qualities that make licorice as an ideal so appealing to them (authenticity, naturalness, uncomplicated nature, its aspirational allure) became the inspiration for the brand both in pack design and messaging. We chose to keep Panda's color combination of yellow and black and used renowned London-based, food photographer, Patrice de Villiers to shoot the delicious piles of licorice.
Target Insight, Brand Strategy, Brand Essence, Tagline, Logo Design, Packaging Design and Creative Direction
Archive
A popular Discovery’s channel, Animal Planet had recently lost its focus and discovered through research that many viewers believed the channel was just about animals and for animal lovers. In fact, the programming was broader than that perception but had an unfocused internal mission and therefore a less than clear programming mandate.
In an era defined increasingly by virtuality, tech-driven connections, artificial environments, and foods, our “air-conditioned” life leaves us feeling numb and detached. 98pt6 interpreted the target’s need state as “Primal Yearning” citing many cultural data points indicating a need, among a growing number of people, to be more in touch with their more primal (animal) self. The desire to connect with animals is less about interest in animals than a more profound interest in what connects us all.
“Surprisingly Human” became the core of their mission to present viewers with exciting dramas that are revealed when HUMANS and ANIMALS connect. The brand’s most inspiring content is born at the connection between these two worlds.
Brand Strategy, Brand Essence, Brand Book, Mouse-Pad and Posters
A popular Discovery’s channel, Animal Planet had recently lost its focus and discovered through research that many viewers believed the channel was just about animals and for animal lovers. In fact, the programming was broader than that perception but had an unfocused internal mission and therefore a less than clear programming mandate.
In an era defined increasingly by virtuality, tech-driven connections, artificial environments, and foods, our “air-conditioned” life leaves us feeling numb and detached. 98pt6 interpreted the target’s need state as “Primal Yearning” citing many cultural data points indicating a need, among a growing number of people, to be more in touch with their more primal (animal) self. The desire to connect with animals is less about interest in animals than a more profound interest in what connects us all.
“Surprisingly Human” became the core of their mission to present viewers with exciting dramas that are revealed when HUMANS and ANIMALS connect. The brand’s most inspiring content is born at the connection between these two worlds.
Brand Strategy, Brand Essence, Brand Book, Mouse-Pad and Posters
This now beloved national brand, acquired by SC Johnson in 2016, was in its infancy when it came to us. Kevin and Keith, the founders, approached us for help with their small but mighty line of terrific, organic cleaning products safe enough to use around babies. They had the formula. They had the name. They needed a strong market position, theme line, creative and design idea, logo, pack design, product names, web site... and they needed it in 6 months.
By looking for consumer and competitive insight (Vs. data) we found the heart of the brand based on the founder story and the focus on babies (vs. the planet). We also found that efficacy was critical for home products especially in the natural category. And though the brand has since grown vastly in scope and has been redesigned to meet the needs of the broader offering, the original pillars of the strategy and much of the design foundation remain.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
This now beloved national brand, acquired by SC Johnson in 2016, was in its infancy when it came to us. Kevin and Keith, the founders, approached us for help with their small but mighty line of terrific, organic cleaning products safe enough to use around babies. They had the formula. They had the name. They needed a strong market position, theme line, creative and design idea, logo, pack design, product names, web site... and they needed it in 6 months.
By looking for consumer and competitive insight (Vs. data) we found the heart of the brand based on the founder story and the focus on babies (vs. the planet). We also found that efficacy was critical for home products especially in the natural category. And though the brand has since grown vastly in scope and has been redesigned to meet the needs of the broader offering, the original pillars of the strategy and much of the design foundation remain.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
Balducci’s, a produce stand in NYC started by “Pop” Balducci nearly 100 years ago, became a West Village store priding itself in selecting the best, hand-selected meats, fish, produce, and local and imported cheeses as well as a team of chefs to create fabulous meals all cooked in the Old World tradition. As a quickly expanding brand, Balducci’s needed to establish a look and feel for its own private-label goods.
Resisting the desire (by client) for a modern, “contemporary” aesthetic and brand feel we chose a voice and look that reflects the hand-crafted quality for which it was renowned. Using classic Italian design and a crafted voice we created a “store” brand that rivaled the imports on shelf.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
Balducci’s, a produce stand in NYC started by “Pop” Balducci nearly 100 years ago, became a West Village store priding itself in selecting the best, hand-selected meats, fish, produce, and local and imported cheeses as well as a team of chefs to create fabulous meals all cooked in the Old World tradition. As a quickly expanding brand, Balducci’s needed to establish a look and feel for its own private-label goods.
Resisting the desire (by client) for a modern, “contemporary” aesthetic and brand feel we chose a voice and look that reflects the hand-crafted quality for which it was renowned. Using classic Italian design and a crafted voice we created a “store” brand that rivaled the imports on shelf.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
Discovery Inc. is a mass media company known for it’s non-scripted and factual television channels. Preparing for a future beyond cable bundling, Discovery needed each of its discrete channels to clearly define their mission, vision, target definition, programming boundaries, and visual identity as a free-standing brand. 98pt6 was not only hired to do work with each brand to do this but also to clearly define the mother-brand (Discovery Inc.)’s mission as well.
John Hendricks, the founder of Discovery, defined the network’s mission as “enabling people to explore their world and satisfy their curiosity.” This founding vision focused the brand on a narrow target of already curious viewers who were looking for exploration. By expanding the target definition beyond the actively curious to the “ innate curiosity in every human,” allowed the brand to move from “enabling” to “inspiring” and from “satisfying” to “igniting.”
Words such as “inspiring” and “igniting” moved the brand from a more cerebral, passive stance to an active, exciting one. The promise: “The Thrill of Discovery” became the rallying cry for efforts internal and external and particularly for programming for all channels.
Brand Strategy, Brand Essence
Discovery Inc. is a mass media company known for it’s non-scripted and factual television channels. Preparing for a future beyond cable bundling, Discovery needed each of its discrete channels to clearly define their mission, vision, target definition, programming boundaries, and visual identity as a free-standing brand. 98pt6 was not only hired to do work with each brand to do this but also to clearly define the mother-brand (Discovery Inc.)’s mission as well.
John Hendricks, the founder of Discovery, defined the network’s mission as “enabling people to explore their world and satisfy their curiosity.” This founding vision focused the brand on a narrow target of already curious viewers who were looking for exploration. By expanding the target definition beyond the actively curious to the “ innate curiosity in every human,” allowed the brand to move from “enabling” to “inspiring” and from “satisfying” to “igniting.”
Words such as “inspiring” and “igniting” moved the brand from a more cerebral, passive stance to an active, exciting one. The promise: “The Thrill of Discovery” became the rallying cry for efforts internal and external and particularly for programming for all channels.
Brand Strategy, Brand Essence
9/12/2001. Not a good time to be thought of as a “military museum.” The thing was, the folks who ran the ship knew their heart was not in the hardware story. How could we redefine the brand (from strategy to voice to design) to respond to what visitors wanted in this post 9/11 world?
98pt6 helped Intrepid discover their softer-ware. By talking to parents (the bulk of the visitors every year) of small children, we found that what they yearned for was a leader to look up to. While other institutions failed in this regard, brands had the opportunity to step in and fill the leadership void. And what better brand than an actual SHIP. We redefined the brand and a whole new generation (younger by a generation or two!) of brand loyalists.
The Leader-ship
Consumer Insights, Brand Strategy, Brand Essence, Tagline, Logo Design, Advertising, Corporate Identity, Signage, Collateral, Creative Direction and Marketing Materials
9/12/2001. Not a good time to be thought of as a “military museum.” The thing was, the folks who ran the ship knew their heart was not in the hardware story. How could we redefine the brand (from strategy to voice to design) to respond to what visitors wanted in this post 9/11 world?
98pt6 helped Intrepid discover their softer-ware. By talking to parents (the bulk of the visitors every year) of small children, we found that what they yearned for was a leader to look up to. While other institutions failed in this regard, brands had the opportunity to step in and fill the leadership void. And what better brand than an actual SHIP. We redefined the brand and a whole new generation (younger by a generation or two!) of brand loyalists.
The Leader-ship
Consumer Insights, Brand Strategy, Brand Essence, Tagline, Logo Design, Advertising, Corporate Identity, Signage, Collateral, Creative Direction and Marketing Materials
A classic case of a product in search of a brand identity—a body in search of a heart. Our clients had purchased the rights to market this South African spring water, but beyond its place of origin, the water had never told a ‘story.’ The intention was to market the brand in high-end restaurants and the water itself is quite unique (from a pure, untouched spring in the glorious Franschoek Valley). A unique and memorable brand identity would be an additional critical asset.
After some research, we found our brand’s beating heart in the story of the elephants who roamed the valley when the vines were first planted. We not only created a design and story around the theme but created a robust give-back program that would donate a percentage of the brand’s proceeds to save these endangered animals. The brand now wears its heart on the sleeve of every bottle.
Brand Strategy, Brand Essence, Logo Design, and Packaging Design
A classic case of a product in search of a brand identity—a body in search of a heart. Our clients had purchased the rights to market this South African spring water, but beyond its place of origin, the water had never told a ‘story.’ The intention was to market the brand in high-end restaurants and the water itself is quite unique (from a pure, untouched spring in the glorious Franschoek Valley). A unique and memorable brand identity would be an additional critical asset.
After some research, we found our brand’s beating heart in the story of the elephants who roamed the valley when the vines were first planted. We not only created a design and story around the theme but created a robust give-back program that would donate a percentage of the brand’s proceeds to save these endangered animals. The brand now wears its heart on the sleeve of every bottle.
Brand Strategy, Brand Essence, Logo Design, and Packaging Design
It’s hard to remember when smoothies and juices were all about health, not taste. But that’s when the Naked guys came to us with this California product and aspirations to become a national brand.
By looking deep into the heart of the new beverage consumer, we found the heart of the brand. It wasn’t about health as much as it was about life. And this was going to be their LIFE FUEL. By giving each pack a conversational swagger through the copy (yeah, this was before Vitamin Water!) and a simple, fresh design that went from bottle to truck to free-standing coolers, Naked spoke right from its soul and redefined the category.
Brand Strategy, Brand Essence, Logo Design, Packaging Design, Copy-writing, and Livery Design
Naked Juices and Smoothies, a small, niche west-coast brand had aspirations to go national. Doing so required a reassessment of the target and competitive landscape (at the time, Odwalla and Samantha) and consequently its brand persona. Naked had the opportunity to move away from the niche definition of the category (west-coast hippy) and catch the wave of the new consumption paradigm of sports drinks and energy bars. Naked’s new look is jam-packed with fruit, color and energy. It even invents itself a new category, Food-Juice.
By looking deep into the heart of the new beverage consumer, we found the heart of the brand. It wasn’t about health as much as it was about life. And this was going to be their LIFE FUEL. By giving each pack a conversational swagger through the copy (yeah, this was before Vitamin Water!) and a simple, fresh design that went from bottle to truck to free-standing coolers, Naked spoke right from its soul and redefined the category.
Brand Strategy, Brand Essence, Logo Design, Packaging Design, Copy-writing, and Livery Design
A largely a ‘middle-of-the-store’ brand Ocean Spray had lost its connection to nature and the values of the new beverage consumer. They turned to 98ot6 to help them strategically and with innovation projects.
Our central recommendation was to more closely connect the brand with THE CRANBERRY ITSELF. (This eventually inspired the cranberry growers in the national ads as well as the cranberry bog PR around the holidays.) We then designed a fresh, refrigerated line that would make consumers say, “Good. This is Ocean Spray.” and “Wait, this is Ocean Spray?” We named it, gave it a voice, designed and wrote the pack - almost everything except pick and squeeze the fruit.
Brand Strategy, Brand Essence, Logo Design and Packaging Design
A largely a ‘middle-of-the-store’ brand Ocean Spray had lost its connection to nature and the values of the new beverage consumer. They turned to 98ot6 to help them strategically and with innovation projects.
Our central recommendation was to more closely connect the brand with THE CRANBERRY ITSELF. (This eventually inspired the cranberry growers in the national ads as well as the cranberry bog PR around the holidays.) We then designed a fresh, refrigerated line that would make consumers say, “Good. This is Ocean Spray.” and “Wait, this is Ocean Spray?” We named it, gave it a voice, designed and wrote the pack - almost everything except pick and squeeze the fruit.
Brand Strategy, Brand Essence
Upon retirement from her wildly successful talk show, Oprah launched her own channel, OWN. While Oprah was a master of knowing the boundaries and parameters of her own brand when it involved herself on camera, it turns out that the definition of the brand was less clear as it expanded into programming that did not feature her directly. Oprah and her brand team asked 98pt6 to help them more clearly define their audience and brand beyond her persona, or what we called “Oprah=ness”.
During our research into the core audience who followed Oprah from her show, a psychographic profile began to emerge which could become the key to the channel’s voice, persona and programming. We defined them as the “light minded” as they were unfailingly optimistic and looked to Oprah as an inspiration to find hope and change. We helped the brand clearly define its audience beyond the demographics which had been limiting them. We then defined and fleshed out the possibilities of what we called “Illuminating Entertainment”. Finally, we helped them craft the brand’s mission which now had permission to extend well beyond a singular focus on Oprah herself. Oprah’s journey crossed-arms skepticism at the beginning of the project to enthusiastic applause and embrace of the vision during the final presentation was all the proof we needed that the answer was both meaningful and would be sufficiently internalized to make a material difference.
Brand Strategy, Brand Essence
Upon retirement from her wildly successful talk show, Oprah launched her own channel, OWN. While Oprah was a master of knowing the boundaries and parameters of her own brand when it involved herself on camera, it turns out that the definition of the brand was less clear as it expanded into programming that did not feature her directly. Oprah and her brand team asked 98pt6 to help them more clearly define their audience and brand beyond her persona, or what we called “Oprah=ness”.
During our research into the core audience who followed Oprah from her show, a psychographic profile began to emerge which could become the key to the channel’s voice, persona and programming. We defined them as the “light minded” as they were unfailingly optimistic and looked to Oprah as an inspiration to find hope and change. We helped the brand clearly define its audience beyond the demographics which had been limiting them. We then defined and fleshed out the possibilities of what we called “Illuminating Entertainment”. Finally, we helped them craft the brand’s mission which now had permission to extend well beyond a singular focus on Oprah herself. Oprah’s journey crossed-arms skepticism at the beginning of the project to enthusiastic applause and embrace of the vision during the final presentation was all the proof we needed that the answer was both meaningful and would be sufficiently internalized to make a material difference.
Brand Strategy, Brand Essence
As one of the Discovery Communication channels, Science Channel neatly fit into the mission of satisfying curiosity. The brand team was convinced that the audience to whom the channel could appeal was broader than currently defined (science geeks) and if they could do so it would allow them to broaden their programming mandate and elasticity.
Upon examining Science Channel audience research 98pt6 uncovered a critical breadcrumb: there was an unusually high viewership crossover between Science Channel and Comedy Central. This suggested to us an enticing psychographic profile that could extend well beyond “science lovers”. We eventually defined their audience “IQ’s” (Insatiable Questioners) who were looking for rebellious, exciting and unexpected and provocative entertainment. The brand essence “Mind Blowing” inspired the brand team and programming well beyond its more obvious offering and to territories that helped vastly expand the channel’s reach.
Brand Strategy, Brand Essence
As one of the Discovery Communication channels, Science Channel neatly fit into the mission of satisfying curiosity. The brand team was convinced that the audience to whom the channel could appeal was broader than currently defined (science geeks) and if they could do so it would allow them to broaden their programming mandate and elasticity.
Upon examining Science Channel audience research 98pt6 uncovered a critical breadcrumb: there was an unusually high viewership crossover between Science Channel and Comedy Central. This suggested to us an enticing psychographic profile that could extend well beyond “science lovers”. We eventually defined their audience “IQ’s” (Insatiable Questioners) who were looking for rebellious, exciting and unexpected and provocative entertainment. The brand essence “Mind Blowing” inspired the brand team and programming well beyond its more obvious offering and to territories that helped vastly expand the channel’s reach.
Brand Strategy, Brand Essence
Tribune Media knew that one of its most powerful and profitable assets were their many local news stations. With intentions of creating truly differentiated positions for each of its local stations in numerous saturated markets, management decided to focus on one of its “jewels in the crown” WPIX in NYC. To accomplish a goal of creating a greater emotional connection between the brand and its viewers it needed to answer a central question: “What IS local news in general (and WPIX in particular) to these viewers? What does it represent and why, in the age of online connectivity, does it still exist?”
Through extensive research with viewers of local news and WPIX, we found that local news helps expand in an era of “bubble living”, helps better connect to others in an era of disconnection and isolation and to expose us to others nearby who are different but not necessarily as “other” as believed. By mining the core attributes of WPIX (authenticity, quirkiness, original NYC, ’the real deal’), we recommended a brand focus less on the “head” (what, where, when) and more on the “heart” (who, why, how) of stories. The brand moved from IQ to EQ-driven.
"❤️ First." With this as the brand's rallying cry, we helped them develop an internal manifesto and external messaging as well as creative briefs to all partners who touched the brand.
Brand Strategy, Brand Essence
Tribune Media knew that one of its most powerful and profitable assets were their many local news stations. With intentions of creating truly differentiated positions for each of its local stations in numerous saturated markets, management decided to focus on one of its “jewels in the crown” WPIX in NYC. To accomplish a goal of creating a greater emotional connection between the brand and its viewers it needed to answer a central question: “What IS local news in general (and WPIX in particular) to these viewers? What does it represent and why, in the age of online connectivity, does it still exist?”
Through extensive research with viewers of local news and WPIX, we found that local news helps expand in an era of “bubble living”, helps better connect to others in an era of disconnection and isolation and to expose us to others nearby who are different but not necessarily as “other” as believed. By mining the core attributes of WPIX (authenticity, quirkiness, original NYC, ’the real deal’), we recommended a brand focus less on the “head” (what, where, when) and more on the “heart” (who, why, how) of stories. The brand moved from IQ to EQ-driven.
"❤️ First." With this as the brand's rallying cry, we helped them develop an internal manifesto and external messaging as well as creative briefs to all partners who touched the brand.
Brand Strategy, Brand Essence
As a venerable, old shaving brand in the UK entered the US market they needed a brand positioning, corporate identity and an entire line of packaging and concepts for their brick and mortar retail outlets.
Working with mens’ grooming experts and young males entering the shaving zone, we uncovered a ripe opportunity: the clueless (about shaving), but silently suffering, American male. The brand became the perfect British butler/mentor and the packaging and language gave the brand both class and wit. Much like the British male at his finest.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
As a venerable, old shaving brand in the UK entered the US market they needed a brand positioning, corporate identity and an entire line of packaging and concepts for their brick and mortar retail outlets.
Working with mens’ grooming experts and young males entering the shaving zone, we uncovered a ripe opportunity: the clueless (about shaving), but silently suffering, American male. The brand became the perfect British butler/mentor and the packaging and language gave the brand both class and wit. Much like the British male at his finest.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
Leadership Excellence Consulting launched its initial (and only) online presence years ago. The client-facing persona no longer accurately reflected or captured the brand. A central brand positioning was required to reveal their proprietary style and deliverable. This would then manifest in a powerful, visual corporate identity (logo, website design) and verbal expression (e.g., brand origin story, tone of voice, and tag line).
Through discussions with clients and the founders themselves, we found a relentless effort to seek an “epiphany” which would unlock leaders’ powers. The Brand Essence “Eureka Seekers” allowed the brand to embrace a bold new identity (visual and expressive) and a themeline “A Power Source for Leaders.”
leadershipexcellenceconsulting.com
Brand Strategy, Brand Essence, Logo Design, Website Design,and Corporate Identity
Leadership Excellence Consulting launched its initial (and only) online presence years ago. The client-facing persona no longer accurately reflected or captured the brand. A central brand positioning was required to reveal their proprietary style and deliverable. This would then manifest in a powerful, visual corporate identity (logo, website design) and verbal expression (e.g., brand origin story, tone of voice, and tag line).
Through discussions with clients and the founders themselves, we found a relentless effort to seek an “epiphany” which would unlock leaders’ powers. The Brand Essence “Eureka Seekers” allowed the brand to embrace a bold new identity (visual and expressive) and a themeline “A Power Source for Leaders.”
leadershipexcellenceconsulting.com
Brand Strategy, Brand Essence, Logo Design, Website Design,and Corporate Identity
A line of pet care products – named initially as a supplement company “Pet-Labs” – had aspirations to be at the forefront of brands responding to a new pet parent mindset. 98pt6 was asked to help create this brand, from strategy to packaging to product innovation, from the ground up.
The new pet parent doesn’t so much “own” their pets as live side by side with them. Living with a pet is a life choice. “Pet Life” was the strategy and animating manifesto. Happily, it also made sense of the name!
Target Insight, Brand Strategy, Brand Essence, Tagline, Logo Design, Packaging Design and Creative Direction
A line of pet care products – named initially as a supplement company “Pet-Labs” – had aspirations to be at the forefront of brands responding to a new pet parent mindset. 98pt6 was asked to help create this brand, from strategy to packaging to product innovation, from the ground up.
The new pet parent doesn’t so much “own” their pets as live side by side with them. Living with a pet is a life choice. “Pet Life” was the strategy and animating manifesto. Happily, it also made sense of the name!
Target Insight, Brand Strategy, Brand Essence, Tagline, Logo Design, Packaging Design and Creative Direction
In advance of their 15th anniversary and the retirement of a founding partner, Sawaya Segalas decided that their current name, website, voice and corporate identity should be refreshed. They needed it to more accurately align with and reflect the brand as it exists today.
Extensive discussions internally and with the clients who knew them best, we uncovered a valuable, differentiating brand asset beyond what they delivered but how they worked with their clients. Their personal commitment and passion led to our tag line, “Invested Banking” and we delivered an identity online and off that truly reflected their soul.
sawayapartners.com
Brand Strategy, Brand Essence, Tagline, Logo Design, Website Design, Corporate Identity, Collateral, Signage, and Office Merch
In advance of their 15th anniversary and the retirement of a founding partner, Sawaya Segalas decided that their current name, website, voice and corporate identity should be refreshed. They needed it to more accurately align with and reflect the brand as it exists today.
Extensive discussions internally and with the clients who knew them best, we uncovered a valuable, differentiating brand asset beyond what they delivered but how they worked with their clients. Their personal commitment and passion led to our tag line, “Invested Banking” and we delivered an identity online and off that truly reflected their soul.
sawayapartners.com
Brand Strategy, Brand Essence, Tagline, Logo Design, Website Design, Corporate Identity, Collateral, Signage, and Office Merch
Panda has been crafting natural, gourmet Finnish licorice for over 90 years. Prized by true licorice lovers, Panda licorice awareness in the US is low among non-users and even among licorice lovers, loyalty to the Panda brand is eclipsed by loyalty to the product itself. Because of this lackluster brand awareness, the Finnish team decided to pair a new distribution strategy with a new pack design. From the brand's perspective, this was an opportunity to turn licorice lovers into Panda lovers!
We found that passion for the product is vivid and deeply felt. Consumers’ self-proclaimed preference for black licorice is similar to whiskey connoisseurs who prefer a single malt over a blend. The qualities that make licorice as an ideal so appealing to them (authenticity, naturalness, uncomplicated nature, its aspirational allure) became the inspiration for the brand both in pack design and messaging. We chose to keep Panda's color combination of yellow and black and used renowned London-based, food photographer, Patrice de Villiers to shoot the delicious piles of licorice.
Target Insight, Brand Strategy, Brand Essence, Tagline, Logo Design, Packaging Design and Creative Direction
Panda has been crafting natural, gourmet Finnish licorice for over 90 years. Prized by true licorice lovers, Panda licorice awareness in the US is low among non-users and even among licorice lovers, loyalty to the Panda brand is eclipsed by loyalty to the product itself. Because of this lackluster brand awareness, the Finnish team decided to pair a new distribution strategy with a new pack design. From the brand's perspective, this was an opportunity to turn licorice lovers into Panda lovers!
We found that passion for the product is vivid and deeply felt. Consumers’ self-proclaimed preference for black licorice is similar to whiskey connoisseurs who prefer a single malt over a blend. The qualities that make licorice as an ideal so appealing to them (authenticity, naturalness, uncomplicated nature, its aspirational allure) became the inspiration for the brand both in pack design and messaging. We chose to keep Panda's color combination of yellow and black and used renowned London-based, food photographer, Patrice de Villiers to shoot the delicious piles of licorice.
Target Insight, Brand Strategy, Brand Essence, Tagline, Logo Design, Packaging Design and Creative Direction
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A popular Discovery’s channel, Animal Planet had recently lost its focus and discovered through research that many viewers believed the channel was just about animals and for animal lovers. In fact, the programming was broader than that perception but had an unfocused internal mission and therefore a less than clear programming mandate.
In an era defined increasingly by virtuality, tech-driven connections, artificial environments, and foods, our “air-conditioned” life leaves us feeling numb and detached. 98pt6 interpreted the target’s need state as “Primal Yearning” citing many cultural data points indicating a need, among a growing number of people, to be more in touch with their more primal (animal) self. The desire to connect with animals is less about interest in animals than a more profound interest in what connects us all.
“Surprisingly Human” became the core of their mission to present viewers with exciting dramas that are revealed when HUMANS and ANIMALS connect. The brand’s most inspiring content is born at the connection between these two worlds.
Brand Strategy, Brand Essence, Brand Book, Mouse-Pad and Posters
A popular Discovery’s channel, Animal Planet had recently lost its focus and discovered through research that many viewers believed the channel was just about animals and for animal lovers. In fact, the programming was broader than that perception but had an unfocused internal mission and therefore a less than clear programming mandate.
In an era defined increasingly by virtuality, tech-driven connections, artificial environments, and foods, our “air-conditioned” life leaves us feeling numb and detached. 98pt6 interpreted the target’s need state as “Primal Yearning” citing many cultural data points indicating a need, among a growing number of people, to be more in touch with their more primal (animal) self. The desire to connect with animals is less about interest in animals than a more profound interest in what connects us all.
“Surprisingly Human” became the core of their mission to present viewers with exciting dramas that are revealed when HUMANS and ANIMALS connect. The brand’s most inspiring content is born at the connection between these two worlds.
Brand Strategy, Brand Essence, Brand Book, Mouse-Pad and Posters
This now beloved national brand, acquired by SC Johnson in 2016, was in its infancy when it came to us. Kevin and Keith, the founders, approached us for help with their small but mighty line of terrific, organic cleaning products safe enough to use around babies. They had the formula. They had the name. They needed a strong market position, theme line, creative and design idea, logo, pack design, product names, web site... and they needed it in 6 months.
By looking for consumer and competitive insight (Vs. data) we found the heart of the brand based on the founder story and the focus on babies (vs. the planet). We also found that efficacy was critical for home products especially in the natural category. And though the brand has since grown vastly in scope and has been redesigned to meet the needs of the broader offering, the original pillars of the strategy and much of the design foundation remain.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
This now beloved national brand, acquired by SC Johnson in 2016, was in its infancy when it came to us. Kevin and Keith, the founders, approached us for help with their small but mighty line of terrific, organic cleaning products safe enough to use around babies. They had the formula. They had the name. They needed a strong market position, theme line, creative and design idea, logo, pack design, product names, web site... and they needed it in 6 months.
By looking for consumer and competitive insight (Vs. data) we found the heart of the brand based on the founder story and the focus on babies (vs. the planet). We also found that efficacy was critical for home products especially in the natural category. And though the brand has since grown vastly in scope and has been redesigned to meet the needs of the broader offering, the original pillars of the strategy and much of the design foundation remain.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
Balducci’s, a produce stand in NYC started by “Pop” Balducci nearly 100 years ago, became a West Village store priding itself in selecting the best, hand-selected meats, fish, produce, and local and imported cheeses as well as a team of chefs to create fabulous meals all cooked in the Old World tradition. As a quickly expanding brand, Balducci’s needed to establish a look and feel for its own private-label goods.
Resisting the desire (by client) for a modern, “contemporary” aesthetic and brand feel we chose a voice and look that reflects the hand-crafted quality for which it was renowned. Using classic Italian design and a crafted voice we created a “store” brand that rivaled the imports on shelf.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
Balducci’s, a produce stand in NYC started by “Pop” Balducci nearly 100 years ago, became a West Village store priding itself in selecting the best, hand-selected meats, fish, produce, and local and imported cheeses as well as a team of chefs to create fabulous meals all cooked in the Old World tradition. As a quickly expanding brand, Balducci’s needed to establish a look and feel for its own private-label goods.
Resisting the desire (by client) for a modern, “contemporary” aesthetic and brand feel we chose a voice and look that reflects the hand-crafted quality for which it was renowned. Using classic Italian design and a crafted voice we created a “store” brand that rivaled the imports on shelf.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
Discovery Inc. is a mass media company known for it’s non-scripted and factual television channels. Preparing for a future beyond cable bundling, Discovery needed each of its discrete channels to clearly define their mission, vision, target definition, programming boundaries, and visual identity as a free-standing brand. 98pt6 was not only hired to do work with each brand to do this but also to clearly define the mother-brand (Discovery Inc.)’s mission as well.
John Hendricks, the founder of Discovery, defined the network’s mission as “enabling people to explore their world and satisfy their curiosity.” This founding vision focused the brand on a narrow target of already curious viewers who were looking for exploration. By expanding the target definition beyond the actively curious to the “ innate curiosity in every human,” allowed the brand to move from “enabling” to “inspiring” and from “satisfying” to “igniting.”
Words such as “inspiring” and “igniting” moved the brand from a more cerebral, passive stance to an active, exciting one. The promise: “The Thrill of Discovery” became the rallying cry for efforts internal and external and particularly for programming for all channels.
Brand Strategy, Brand Essence
Discovery Inc. is a mass media company known for it’s non-scripted and factual television channels. Preparing for a future beyond cable bundling, Discovery needed each of its discrete channels to clearly define their mission, vision, target definition, programming boundaries, and visual identity as a free-standing brand. 98pt6 was not only hired to do work with each brand to do this but also to clearly define the mother-brand (Discovery Inc.)’s mission as well.
John Hendricks, the founder of Discovery, defined the network’s mission as “enabling people to explore their world and satisfy their curiosity.” This founding vision focused the brand on a narrow target of already curious viewers who were looking for exploration. By expanding the target definition beyond the actively curious to the “ innate curiosity in every human,” allowed the brand to move from “enabling” to “inspiring” and from “satisfying” to “igniting.”
Words such as “inspiring” and “igniting” moved the brand from a more cerebral, passive stance to an active, exciting one. The promise: “The Thrill of Discovery” became the rallying cry for efforts internal and external and particularly for programming for all channels.
Brand Strategy, Brand Essence
9/12/2001. Not a good time to be thought of as a “military museum.” The thing was, the folks who ran the ship knew their heart was not in the hardware story. How could we redefine the brand (from strategy to voice to design) to respond to what visitors wanted in this post 9/11 world?
98pt6 helped Intrepid discover their softer-ware. By talking to parents (the bulk of the visitors every year) of small children, we found that what they yearned for was a leader to look up to. While other institutions failed in this regard, brands had the opportunity to step in and fill the leadership void. And what better brand than an actual SHIP. We redefined the brand and a whole new generation (younger by a generation or two!) of brand loyalists.
The Leader-ship
Consumer Insights, Brand Strategy, Brand Essence, Tagline, Logo Design, Advertising, Corporate Identity, Signage, Collateral, Creative Direction and Marketing Materials
9/12/2001. Not a good time to be thought of as a “military museum.” The thing was, the folks who ran the ship knew their heart was not in the hardware story. How could we redefine the brand (from strategy to voice to design) to respond to what visitors wanted in this post 9/11 world?
98pt6 helped Intrepid discover their softer-ware. By talking to parents (the bulk of the visitors every year) of small children, we found that what they yearned for was a leader to look up to. While other institutions failed in this regard, brands had the opportunity to step in and fill the leadership void. And what better brand than an actual SHIP. We redefined the brand and a whole new generation (younger by a generation or two!) of brand loyalists.
The Leader-ship
Consumer Insights, Brand Strategy, Brand Essence, Tagline, Logo Design, Advertising, Corporate Identity, Signage, Collateral, Creative Direction and Marketing Materials
A classic case of a product in search of a brand identity—a body in search of a heart. Our clients had purchased the rights to market this South African spring water, but beyond its place of origin, the water had never told a ‘story.’ The intention was to market the brand in high-end restaurants and the water itself is quite unique (from a pure, untouched spring in the glorious Franschoek Valley). A unique and memorable brand identity would be an additional critical asset.
After some research, we found our brand’s beating heart in the story of the elephants who roamed the valley when the vines were first planted. We not only created a design and story around the theme but created a robust give-back program that would donate a percentage of the brand’s proceeds to save these endangered animals. The brand now wears its heart on the sleeve of every bottle.
Brand Strategy, Brand Essence, Logo Design, and Packaging Design
A classic case of a product in search of a brand identity—a body in search of a heart. Our clients had purchased the rights to market this South African spring water, but beyond its place of origin, the water had never told a ‘story.’ The intention was to market the brand in high-end restaurants and the water itself is quite unique (from a pure, untouched spring in the glorious Franschoek Valley). A unique and memorable brand identity would be an additional critical asset.
After some research, we found our brand’s beating heart in the story of the elephants who roamed the valley when the vines were first planted. We not only created a design and story around the theme but created a robust give-back program that would donate a percentage of the brand’s proceeds to save these endangered animals. The brand now wears its heart on the sleeve of every bottle.
Brand Strategy, Brand Essence, Logo Design, and Packaging Design
It’s hard to remember when smoothies and juices were all about health, not taste. But that’s when the Naked guys came to us with this California product and aspirations to become a national brand.
By looking deep into the heart of the new beverage consumer, we found the heart of the brand. It wasn’t about health as much as it was about life. And this was going to be their LIFE FUEL. By giving each pack a conversational swagger through the copy (yeah, this was before Vitamin Water!) and a simple, fresh design that went from bottle to truck to free-standing coolers, Naked spoke right from its soul and redefined the category.
Brand Strategy, Brand Essence, Logo Design, Packaging Design, Copy-writing, and Livery Design
Naked Juices and Smoothies, a small, niche west-coast brand had aspirations to go national. Doing so required a reassessment of the target and competitive landscape (at the time, Odwalla and Samantha) and consequently its brand persona. Naked had the opportunity to move away from the niche definition of the category (west-coast hippy) and catch the wave of the new consumption paradigm of sports drinks and energy bars. Naked’s new look is jam-packed with fruit, color and energy. It even invents itself a new category, Food-Juice.
By looking deep into the heart of the new beverage consumer, we found the heart of the brand. It wasn’t about health as much as it was about life. And this was going to be their LIFE FUEL. By giving each pack a conversational swagger through the copy (yeah, this was before Vitamin Water!) and a simple, fresh design that went from bottle to truck to free-standing coolers, Naked spoke right from its soul and redefined the category.
Brand Strategy, Brand Essence, Logo Design, Packaging Design, Copy-writing, and Livery Design
A largely a ‘middle-of-the-store’ brand Ocean Spray had lost its connection to nature and the values of the new beverage consumer. They turned to 98ot6 to help them strategically and with innovation projects.
Our central recommendation was to more closely connect the brand with THE CRANBERRY ITSELF. (This eventually inspired the cranberry growers in the national ads as well as the cranberry bog PR around the holidays.) We then designed a fresh, refrigerated line that would make consumers say, “Good. This is Ocean Spray.” and “Wait, this is Ocean Spray?” We named it, gave it a voice, designed and wrote the pack - almost everything except pick and squeeze the fruit.
Brand Strategy, Brand Essence, Logo Design and Packaging Design
A largely a ‘middle-of-the-store’ brand Ocean Spray had lost its connection to nature and the values of the new beverage consumer. They turned to 98ot6 to help them strategically and with innovation projects.
Our central recommendation was to more closely connect the brand with THE CRANBERRY ITSELF. (This eventually inspired the cranberry growers in the national ads as well as the cranberry bog PR around the holidays.) We then designed a fresh, refrigerated line that would make consumers say, “Good. This is Ocean Spray.” and “Wait, this is Ocean Spray?” We named it, gave it a voice, designed and wrote the pack - almost everything except pick and squeeze the fruit.
Brand Strategy, Brand Essence
Upon retirement from her wildly successful talk show, Oprah launched her own channel, OWN. While Oprah was a master of knowing the boundaries and parameters of her own brand when it involved herself on camera, it turns out that the definition of the brand was less clear as it expanded into programming that did not feature her directly. Oprah and her brand team asked 98pt6 to help them more clearly define their audience and brand beyond her persona, or what we called “Oprah=ness”.
During our research into the core audience who followed Oprah from her show, a psychographic profile began to emerge which could become the key to the channel’s voice, persona and programming. We defined them as the “light minded” as they were unfailingly optimistic and looked to Oprah as an inspiration to find hope and change. We helped the brand clearly define its audience beyond the demographics which had been limiting them. We then defined and fleshed out the possibilities of what we called “Illuminating Entertainment”. Finally, we helped them craft the brand’s mission which now had permission to extend well beyond a singular focus on Oprah herself. Oprah’s journey crossed-arms skepticism at the beginning of the project to enthusiastic applause and embrace of the vision during the final presentation was all the proof we needed that the answer was both meaningful and would be sufficiently internalized to make a material difference.
Brand Strategy, Brand Essence
Upon retirement from her wildly successful talk show, Oprah launched her own channel, OWN. While Oprah was a master of knowing the boundaries and parameters of her own brand when it involved herself on camera, it turns out that the definition of the brand was less clear as it expanded into programming that did not feature her directly. Oprah and her brand team asked 98pt6 to help them more clearly define their audience and brand beyond her persona, or what we called “Oprah=ness”.
During our research into the core audience who followed Oprah from her show, a psychographic profile began to emerge which could become the key to the channel’s voice, persona and programming. We defined them as the “light minded” as they were unfailingly optimistic and looked to Oprah as an inspiration to find hope and change. We helped the brand clearly define its audience beyond the demographics which had been limiting them. We then defined and fleshed out the possibilities of what we called “Illuminating Entertainment”. Finally, we helped them craft the brand’s mission which now had permission to extend well beyond a singular focus on Oprah herself. Oprah’s journey crossed-arms skepticism at the beginning of the project to enthusiastic applause and embrace of the vision during the final presentation was all the proof we needed that the answer was both meaningful and would be sufficiently internalized to make a material difference.
Brand Strategy, Brand Essence
As one of the Discovery Communication channels, Science Channel neatly fit into the mission of satisfying curiosity. The brand team was convinced that the audience to whom the channel could appeal was broader than currently defined (science geeks) and if they could do so it would allow them to broaden their programming mandate and elasticity.
Upon examining Science Channel audience research 98pt6 uncovered a critical breadcrumb: there was an unusually high viewership crossover between Science Channel and Comedy Central. This suggested to us an enticing psychographic profile that could extend well beyond “science lovers”. We eventually defined their audience “IQ’s” (Insatiable Questioners) who were looking for rebellious, exciting and unexpected and provocative entertainment. The brand essence “Mind Blowing” inspired the brand team and programming well beyond its more obvious offering and to territories that helped vastly expand the channel’s reach.
Brand Strategy, Brand Essence
As one of the Discovery Communication channels, Science Channel neatly fit into the mission of satisfying curiosity. The brand team was convinced that the audience to whom the channel could appeal was broader than currently defined (science geeks) and if they could do so it would allow them to broaden their programming mandate and elasticity.
Upon examining Science Channel audience research 98pt6 uncovered a critical breadcrumb: there was an unusually high viewership crossover between Science Channel and Comedy Central. This suggested to us an enticing psychographic profile that could extend well beyond “science lovers”. We eventually defined their audience “IQ’s” (Insatiable Questioners) who were looking for rebellious, exciting and unexpected and provocative entertainment. The brand essence “Mind Blowing” inspired the brand team and programming well beyond its more obvious offering and to territories that helped vastly expand the channel’s reach.
Brand Strategy, Brand Essence
Tribune Media knew that one of its most powerful and profitable assets were their many local news stations. With intentions of creating truly differentiated positions for each of its local stations in numerous saturated markets, management decided to focus on one of its “jewels in the crown” WPIX in NYC. To accomplish a goal of creating a greater emotional connection between the brand and its viewers it needed to answer a central question: “What IS local news in general (and WPIX in particular) to these viewers? What does it represent and why, in the age of online connectivity, does it still exist?”
Through extensive research with viewers of local news and WPIX, we found that local news helps expand in an era of “bubble living”, helps better connect to others in an era of disconnection and isolation and to expose us to others nearby who are different but not necessarily as “other” as believed. By mining the core attributes of WPIX (authenticity, quirkiness, original NYC, ’the real deal’), we recommended a brand focus less on the “head” (what, where, when) and more on the “heart” (who, why, how) of stories. The brand moved from IQ to EQ-driven.
"❤️ First." With this as the brand's rallying cry, we helped them develop an internal manifesto and external messaging as well as creative briefs to all partners who touched the brand.
Brand Strategy, Brand Essence
Tribune Media knew that one of its most powerful and profitable assets were their many local news stations. With intentions of creating truly differentiated positions for each of its local stations in numerous saturated markets, management decided to focus on one of its “jewels in the crown” WPIX in NYC. To accomplish a goal of creating a greater emotional connection between the brand and its viewers it needed to answer a central question: “What IS local news in general (and WPIX in particular) to these viewers? What does it represent and why, in the age of online connectivity, does it still exist?”
Through extensive research with viewers of local news and WPIX, we found that local news helps expand in an era of “bubble living”, helps better connect to others in an era of disconnection and isolation and to expose us to others nearby who are different but not necessarily as “other” as believed. By mining the core attributes of WPIX (authenticity, quirkiness, original NYC, ’the real deal’), we recommended a brand focus less on the “head” (what, where, when) and more on the “heart” (who, why, how) of stories. The brand moved from IQ to EQ-driven.
"❤️ First." With this as the brand's rallying cry, we helped them develop an internal manifesto and external messaging as well as creative briefs to all partners who touched the brand.
Brand Strategy, Brand Essence
As a venerable, old shaving brand in the UK entered the US market they needed a brand positioning, corporate identity and an entire line of packaging and concepts for their brick and mortar retail outlets.
Working with mens’ grooming experts and young males entering the shaving zone, we uncovered a ripe opportunity: the clueless (about shaving), but silently suffering, American male. The brand became the perfect British butler/mentor and the packaging and language gave the brand both class and wit. Much like the British male at his finest.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
As a venerable, old shaving brand in the UK entered the US market they needed a brand positioning, corporate identity and an entire line of packaging and concepts for their brick and mortar retail outlets.
Working with mens’ grooming experts and young males entering the shaving zone, we uncovered a ripe opportunity: the clueless (about shaving), but silently suffering, American male. The brand became the perfect British butler/mentor and the packaging and language gave the brand both class and wit. Much like the British male at his finest.
Brand Strategy, Brand Essence, Logo, Packaging Design and Retail Design
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