Bridge Partners Brand Refresh
Bridge Partners, an executive search firm with unique expertise in attracting and retaining senior, diverse management, was approaching its ten year anniversary, and the partners felt it was time to update their web site. Having just seen the new brand and site for the Benwood Foundation, partner Tory Clarke asked Widgets & Stone and Tubatomic to help.
Bridge Partners was not interested in changing their logo, but they did want a fresh approach to typography and colors in their new site design. Widgets & Stone saw an opportunity to update the logo without losing its essence, and spent some time reimagining the mark while exploring type, color and potential photo treatments as well.
The brief design exercise was extremely well received, resulting in the refreshed design concept being selected as the new logo. Tubatomic will implement the core brand elements into a new site design to launch at the end of April 2014.
Creative Direction: Paul Rustand; Design: D.J. Trischler.
Binder System for Mannington Commercial
In 2013 Mandy Meredith and Amy Trumbull led a redesign of the Mannington Commercial sample binder system — a way of displaying the company’s wide range of flooring option for interior designers, architects and the like.
The comprehensive redesign minimized clutter and streamlined information, making the binders easier to read and use. The Widgets & Stone team also created a system that allowed for multiple flooring materials and different brand lines to still be visibly related and maintain brand continuity.
Design Direction: Mandy Lamb Meredith; Design: Mandy Lamb Meredith and Amy Trumbull.
Tasty Print Design
For the second consecutive year the Widgets & Stone team has been asked to design the local food guide — a publication highlighting the Chattanooga region’s best farmers, restaurants, artisans and suppliers. Working with the wonderful team of content creators from Crabtree Farms, another practical guide has been produced to benefit the Scenic City’s food culture.
Here’s to good eating!
Creative Direction: Mandy Meredith; Design: Ben Dicks, Amy Trumbull, Bryony Macintyre, Kerry O’Connor; Photography: Dotson Commercial & various photographers.
Benwood Foundation Rebrand
The Benwood Foundation has long been a “silent giant,” bringing a wealth of insight, knowledge, and generosity to the community it serves. With a new President and strategic plan in place, its Trustees decided that the time had come for the foundation to step out front, in a leadership role. Asking brave questions, funding Betas, and sharing risks.
Widgets & Stone, along with collaborators 26 Tools and Tubatomic, were asked to help position this shift, through messaging and a strategic web rollout of their new identity. Building upon a presentation of education research that we developed in 2013, we helped redesign the foundation as a convener of challenges, and the table around which people gather to move forward.
The new identity design was based on a straightforward, honest and plainspoken personality. Clean and simple typography based on a basic grid system, with hints of color applied sparingly to accentuate photo-journalistic black and white photography by Dotson Commercial.
When it came to the web site we thought: why not a new kind of homepage? Rather than just presenting projects and priorities, benwood.org is a living dialogue between 15 community members who represent all corners of the city – and are working in key areas. Engaged to point to real community needs as well as encouraging progress, these writers are sparking conversations about what is, and what’s possible. With new articles posted every 2-3 days, the home page is quickly becoming a hub not just of hope, but of connection and actionable insights.
See more images on Behance.
Creative Direction: Paul Rustand, Mandy Meredith, Caleb Ludwick, George Bairaktaris. Design Direction: Mandy Meredith, Paul Rustand; Design: Ben Dicks, Amy Trumbull, Nick Turner; Photography: Grant Dotson; Web Design: Alex Ogle, Brian Wleklinski.
Daniel Ryan is a consultant and speaker; Co-captain of the Open Chattanooga Brigade; and Resident Technologist at Waypaver. Previously Daniel was the Director of Front-end Development for President Obama’s 2012 election campaign.
Upon leaving his role with the President’s staff, Daniel began consulting and speaking. He looked to Widgets & Stone to develop an identity to represent his new endeavor. The new look reflects Daniel’s tech expertise while also adding an eye-catching flair that helps him stand out in the market place.
Creative Direction: Mandy Meredith; Art Direction: Paul Rustand; Design: Amy Trumbull.
Amtico Ad Campaign
Since 1964, Amtico has grown to dominate the premium resilient flooring market, by creating a remarkable product portfolio of luxury vinyl tile — synonymous with luxury, unmistakable style, custom capabilities, exceptional service, and quality products. In 2012, Amtico became part of the Mannington Commercial family. Because of the heritage of the name, Mannington created the Amtico Collection, encompassing all Amtico products, as the premium line of LVT in its broad portfolio.
Widgets & Stone and 26 Tools worked under direction from Mannington Commercial to propose brand communications tactics and then create various brand communications tools for Amtico — including an ad campaign to communicate the following key values and personality:
"Beautiful craftsmanship in both form and function. The Amtico Collection appeals to people with a passion for design, who appreciate luxury and sophistication. Embodies sophistication and elegance with a European/British sensibility – smart and timeless style that, at times, even brings a modern edge. A true quality product, known for high performing materials and durability. An honest, genuine partner who will work collaboratively, with international savvy yet a commitment to bringing great customer service to every relationship."
Creative Direction: Mandy Meredith; Design: Mandy Meredtih; Writing: Caleb Ludwick; Photography: Grant Dotson.
As part of Widgets & Stone’s ongoing work to refresh the identity of St John’s Restaurant, the team collaborated with Range Projects to design an elegant new sign that would not harm the historical building.
Creative Direction: Mandy Meredith; Design: Amy Trumbull, Jason Meyer, Ray Padron.
Mannington Commercial Showroom
Widgets & Stone directed the full scale redesign of the Mannington Commercial Showroom in the Merchandise Mart in Chicago. The designs showcase new products in a visually exciting and memorable way, both on the floor and in wall displays.
This year’s showroom design drew heavily on inspiration of Mannington’s manufacturing heritage and on the new Redefined Collection. The Redefined Collection features fashion classics reimagined as modular carpet. Made up of six products inspired by houndstooth, tweed, hexagons, and other classic patterns, Redefined is texturally rich and visually stunning.
The showroom displays featured many elements from the manufacturing facilities: giant spools for yarn, hanging racks for color standards and a wall display featuring an assembly of parts from the tufting machines. Other visually striking elements were the hexagonal LVT floor patterns and the honeycomb wall display.
Creative Direction: Mandy Meredith; Design: Mandy Meredith, Paul Rustand, Matt Greenwell, Amy Trumbull; Display Fabrication: Jason Meyer & Ray Padron.
Telling a Startup Story in Style
Startups are well aware of how valuable design and communication tools are in building a brand and telling its story. But startups often overlook the value of design and writing when the brand may not even exist yet.
That is, telling a clear and compelling story with a pitch deck could be the key to getting your startup started.
Goodhew/Sockwell Web Redesign
The US manufacturers of Goodhew lifestyle socks and Sockwell graduated compression socks have been steadily growing. While their products are well designed and exceptional, their brand communications weren’t reflecting that quality.
They turned to Widgets & Stone and 26 Tools for help with brand communications needs, and specifically for a redesign of their two product web sites. As 26 Tools worked to develop delightful and informative brand messaging, Widgets & Stone worked to develop a library of lifestyle photography and new design styles.
Previous versions of the web sites tended to be heavy on information and light on product imagery.
Widgets & Stone worked with Dotson Studios to create new photography that captured the lifestyle spirit of the brand and showed the product in use.
Then the team developed a clean web design that shows off the wonderful socks and the great lifestyle photography. Web site information was consolidated and the navigation was simplified.
See more images on our Flickr Photo Set.
Creative Direction: Paul Rustand; Design Direction: Mandy Meredith; Brand Messaging Strategy & Writing: Caleb Ludwick, 26 Tools; Design: Ben Dicks, Amy Trumbull; Photography: Dotson Studios.
For Variable and NODE
Variable creates platforms that make the real digital, and make the digital real. Variable is also a leading developer of wireless sensing technology, NODE.
NODE is a Kickstarter success story, turned hardware development company. They are a listening company, a learning company. Experts and innovators. PhDs and MBAs. Users and rethinkers of technology.
NODE’s target market is shifting and expanding, and it is more important than ever that they have a unified and consistent message about who they are, what they do, and why it matters.
Variable’s new CBO Jonathan Bragdon approached the creative partnership of Widgets & Stone, 26 Tools and Tubatomic to help craft a brand and communications strategy for the next phase of the company’s growth.
The team built on the solid identity (created by D+J Brand Consulting) to expand the kit of design and communications tools — with new writing, new photography, a new brand hierarchy and new web tools. Utilizing both broad and narrow strategies: appealing to gadgeteers who can help expand how NODE is used, or to very specific markets in color matching.
“At Variable, we make sensory platforms that connect apps and smart devices to the real world, in new ways.
NODE is a hardware platform, that transforms how apps let us make sense of the world.”
Creative Direction: Paul Rustand, Mandy Meredith; Design: Mandy Meredith, Paul Rustand, Brad Dicharry; Communication Strategy/Writing: Caleb Ludwick; Photography: Grant Dotson; Web Design: Tubatomic.