Every day, on every flight, Alaska Airlines doesn't just deliver the best service in the industry. At the heart of it all, Alaska creates unexpectedly special moments that turn an ordinary flight into a bright spot. They constantly seek out opportunities to make the travel experience kinder, more connected, and more human.
The problem was that their long-dated brand identity wasn't matching up to the warm, caring experience the airline is famous for. Our task: make the invisible visible.
Going deep into the company's history, culture and operations, we unearthed the best qualities of the brand and brought them alive with a brightened identity from top to bottom. We evolved Alaska’s already-iconic wordmark and smiling face by honoring its incredible history, while firmly positioning the airline’s spirit in the modern age. From freshly painted planes, customer airport experience, employee uniforms and inflight menus, to bag tags, napkins and even bathroom signage — we made sure every touchpoint mattered, because for Alaska, every human matters.
Two Silicon Valley entrepreneurs searching for the next big thing happened to meet a poultry farmer named Frank. Instead of another newfangled app, or whatever, their smart brains buzzed with the possibility of returning to something old-fashioned and pure—chickens that were actually cared for as the animals they are, and meat that was actually flavorful and nutritious. A totally subversive, and delicious, idea.
We collaborated with their passion and intelligence to create Emmer & Co., a brand dedicated to raising honest poultry and awareness of honest poultry. From wordmark, iconography, tone of voice, website and packaging, we were deeply committed to creative that was worthy of their earnest vision. The result is a proud brand of a completely different feather.
The Fred Hutchinson Cancer Research Center isn't just a cancer trailblazer. They're a cancer obliterator. From pioneering bone-marrow transplants to revolutions in immunotherapy, Fred Hutch is a big, big deal. And they do big, big things. But without a strong brand presence, one of the leading cancer institutions in the world wasn't getting the attention (and the resulting funding) they so rightfully deserve.
Working in close partnership, we created a strategy, brand identity, tone of voice and ad campaign that telegraphed their joy of discovery, their research prowess, their sparkling intelligence, and their vision of better outcomes. The future looks brighter. And it all starts here.
Check out the latest brilliance going on at Fred Hutch.
PRESS + AWARDS
Progresso's been around a long time. Those blue cans filling the aisle have become synonymous with soup. But what was lost over the years in their brand expression was the craft and care they've put into their food since... the 1800s. What inspired Giuseppe Uddo then, and the horse who took his homemade Italian dishes door to door, was a simple fact: good food made from the heart can speak love better than anything else.
The go-to choice for many professional chefs, Progresso's beef, chicken and vegetable stocks have long been a pantry staple that's decidedly different from the competition. They're richer and more flavorful, simmered from real roasted bones and with fresh chopped herbs. We created a sub-brand strategy, tone of voice, and updated packaging that finally celebrated Progresso Stocks' superior quality, while also paying tribute to the brand's storied legacy.
Explore Progresso stocks here.
PRESS + AWARDS
It’s an honest question — would you hire the Donald to come work at your company? (Imagine what you'd be putting Betty in HR through.) So when it comes to the most important position of all — leader of the free world — we thought it was important to closely examine the dude’s (ahem) qualifications.
To assess then-candidate Donald Trump's fitness for the role of POTUS, we helped him fill out his job application, then let the American people make the call. The site was quickly picked up by Fast Company, Boing Boing, and Elite Daily, viewed in over 160 countries, and retweeted by Hillary's spokeswoman, Pentagram, Vice, and TedX.
It was. in the end, a horrifically effective hiring tactic. Dude got the job.
Laugh, cry, and be terrified at hirethedonald.com.
To savor centuries of tradition (shu). To shake things up, and break the rules (ha). And through the process, reach new inner heights and a more exuberant spirit (ri).
Masters of green tea for generations in Japan, Maeda-En has a vision for sharing its subtle flavors and calm energy stateside. Shuhari offers modern interpretations, including green-tea lattes, ice cream, and other delights, along with classic preparations like perfectly-whisked matcha.
Our brand identity joined the quiet beauty of the ancient tea ceremony with a fresh sensibility and bright spirit, from a name infused with cultural meaning to a wordmark that nods wittily to Japanese characters. Now open on hip-as-all-get-out Abbott Kinney, Shuhari aims to strike a striking balance between tradition and invention.
For way, way too long, women who weren't size 2s or some conception of an "ideal" body type have been ignored by the fashion industry. And it didn't make a lot of sense—the average size of an American woman today is 12-14.
With the recent runaway success of the athleisure market, Lane Bryant spotted another golden opportunity as the trailblazer for stylish plus-size women everywhere. Coming off the PR-buzzy excitement of their New York Fashion Week debut and the #plusisequal movement, they were ready for the next challenge. So were we.
Livi Active is the brand these vibrant women have been looking for. The name Livi is inspired by a life lived to the fullest, and its logo inspired by a brand that empowers ladies to spread their wings and be who they truly are—vibrant, bad-ass women shining with bright energy.
View Livi Active's current collection here.
For over 40 years, Pratt Fine Arts Center has offered unrestricted access and passionate support for personal creative discovery, in honor of a man devoted to creating opportunity—Seattle civil-rights activist Edwin T. Pratt.
Their story is remarkable, but their existing brand wasn't telling it. Beginning with the strategic insight that Pratt is a place where anyone can realize their full, inner artistic potential, we developed an identity to open new doors for the Center.
Explore Pratt's current course schedule online.
Unstoppable. Unbelievable. Utterly mind-exploding. It's hard to come up with the right words to describe the phenomenon that is the Golden State Warriors.
The announcement that the Warriors would move from Oakland to San Francisco in 2019 was big. Chase Center isn't just a court, though—it anchors 11 acres of public plazas, retail, office, and a waterfront park, and be home to world-class entertainment year-round. The move seemed inevitable: the Bay Area, like the Warriors, is an incubator of talent, ideas, and ambition that glimmer beneath the surface—just waiting for their golden opportunity to burst into being, to alter the world as we know it.
They came to us for a strategy, mantra and sales center experience that would capture the infectious energy of the team, set the tone for what's turning out to be an endlessly incredible future for the City, and drive membership for the new venue. Arguably, though, the most effective sales tool they have only requires two words: Steph. Curry.
Each of us has a vision. And those independent visions called us here together, to the Bay, to this place unlike any other. Here, we don’t wait for those visions to be realized. We invent them. We reinvent ourselves. We picture the shape of things, and then we audaciously mold them into reality, with our minds, and our fierceness, and our friends. We create magic from nothing. We fight for what we dream.
If there is no gold, we will unearth it. If there are no rights, we will march. If there is no love, we will bring it. If there is no elegant solution, we will design it. If there are three championships, we will earn many. Wherever there is opportunity, we will make it ours. With blood. With sweat. With heart. With everything we’ve got.
We’ve arrived now at this moment, one unlike any in our history. There is a finite before, and there will be a boundless after. We’re ready, and we’re restless.
This is where we build our story. This is where we write our next chapter. Here, there will be no limit to our limitlessness, to how we live and play and transform and rise.
Here, we will do great things.
Because we all have greatness in common.
With a belief that a home is a deeply personal collage of every influence and experience of a person’s life, Brian Paquette is a renowned Seattle-based interiors visionary with a celebrity client list, exquisite taste, and an intuition for objects of quality, craftsmanship, and distinctive origin.
For his first-ever retail outpost, Brian needed a brand and identity that felt like a natural extension of his current master brand, while also elevating it to drive forward his ambitious, long-term vision.
Heather Christo is a sunshine-y, gorgeously spirited presence. She's also a talented, professionally trained chef who was utterly confounded by the persistent health problems of her young daughter, Pia. Putting her skills and palate to work, Heather began eliminating common allergens from her family's diet and inventing entirely new, insanely yummy dishes.
Heather puts her heart and soul into everything she makes, and we wanted her brand's name, tone of voice, anthem and identity to help send what makes Heather Heather off into the world. Now retailing at Costco, her high-quality, no-compromise baked goods live up to Heathermade's mission: to live a playful, vibrant, generous life.
Food allergies are serious. But life, and food, shouldn't be. We believe in a beautiful, balanced, and sustainable way of living and eating that is equal parts nourishing and pleasurable. It's a table piled high, with vibrant dishes your loved ones can healthfully and happily gather. Lush, easy and generous meals that, very simply, make us smile—from our tastebuds to our bodies to our souls.
In our kitchen, we don't think about what we can't have. Here, we're so incredibly inspired by everything that we can. And when we make it all into lovely food that loves us back, we're truly free to savor the wonderfulness of life.
— Love, Heather
When the Seattle Public Library came to us in search of a new brand partner, we, as proud, heartfelt nerds, were understandably excited at the opportunity. But how would we show them our heart? Our nerdlery?
It started with a simple question, in an all-agency email. What does the library mean to you?
The responses came in a pixelated flood, immediate and impassioned. Joy poured unobstructed from every word, whether they were few or many. What else in our modern existence could evoke this kind of overwhelming, universal, wondrous feeling, across all ages and lives and experience? It can only be the library. Its magic cannot be diminished. As the world wrings its hands in worry about the future of knowledge, we believe the library will not simply persevere. It will thrive. Its implicit freedom, it acceptance of all people and ideas, its tangibility and solidness in an ephemeral digital age, will endure. But the library will also move and shift along with the shift of the greater world. It will charge forward, in its unending quest for the expansion of ideas. Because, in the end, the library represents something bigger than ourselves, something more powerful than can ever be truly expressed.
But we decided to give it a try.
(P.S. The Library loved the book so much,
it’s now a permanent part of their collection.)