We spend the whole of our lives collecting experiences, perceptions, memories – stuff – important stuff, useless stuff, stuff that sticks, and stuff that refuses to get unstuck.
This catalog of stuff influences and defines who we are, and how we're perceived in the world. The same is true for brands.
Deciding how and what to extract from a client's brand catalog, why it's important, and when to apply it is part of our mission.
Much of the work shown is a multi-media amalgamation of strategy, positioning, concepts, design and executions, so an admixture of mash-ups seemed appropriate.
Objectives: Work with architects and partners to celebrate the architecture of the new Optum headquarters, and infuse the campus with the brand mission and messages.
During construction of the new campus, a circular motif began to emerge, revealing itself in architectural details, lighting and furniture.
The strategy was to turn motif into meaning, weave it into a narrative and a visual and verbal toolbox enabling Optum to tell a human story of data, analytics, convergence and connectivity.
Objectives: Evolve current and develop new brand content to amplify the Optum identity and story.
Endorsed print and electronic ads were once confined to a logo and a "proud sponsor" copy and paste. Requests were last minute and deadlines were sometimes same day. It was a process that dictated brand awareness by default.
I was able to re-design formats while pushing for the use of more relevant visuals and text. Sign-off on pithy and engaging words and pictures was challenging, but in time we were able to construct and socialize a more disciplined and compelling approach.
The evolution of optum.com was an opportunity to re-evaluate templates, the image and icon library, and brand guidelines chapters.
A partial list of accomplishments:
• A robust and beautiful library of proprietary images photographed by Sarah Rubinstein and produced by Sally Mars. I love them both.
• Redesigned infographics and iconography: My goal was to create a simple structure so designers could maintain consistency. This structure allowed icons to function in multiple applications, from software applications to PowerPoint presentations, signage and wall graphics – in black and white, and with translucent colors.
• Standards and brand stewardship to guide internal and external partners around infographics, motion graphics, animation, character design, and video.
• Creative and design direction for optum.com 1.0, 2.0, 3.0, the optum blog, and optum.com/labs.
Special thanks to the wonderful people in Optum Marketing for their patience, support and hard work, and to the talents of everyone at TILT Motion.
Appreciative shout-outs to external partners:
Art Partners, Art Force, BDD, BI Worldwide, Kruskopf & Company, Media Loft, Bolster, Sarah Rubenstein Photography, and JamminGrooves.
It's a privilege to work anywhere that allocates the time and talent to produce pro-bono one-offs and campaigns – to be entrusted to uphold the values of an organization and the brands they represent.
Producing engaging and effective work also requires like-minded co-conspirators – better still if they're willing to share some expenses and roll out their fancy picture-makin' contraptions!
Designers love to get their mitts on a logo but dread the thought of building, let alone writing the guidelines to ensure an identity's consistent use – more often then not, the designer as author is usually the first to figure out how to violate the sacred covenant of the brand bible.
Have I designed logos, identity systems and written strict brand guidelines? Yes. Have I been tempted to hire an attorney to write a disclaimer excluding me from any obligation to adhere to the aforementioned guidelines? Oh, yea. Having failed to obtain a single legal disclaimer, am I the first to find a way to stretch the brand guidelines? You bet.
In the end, sustaining a relevant and adaptable identity is a balancing act between elasticity, patience and compliance.
Apologies for the quality of video. I hope to have new files up and running as soon as possible.
The day I discovered I could actually make a call on my iPhone was a revelation. Genius!
The birthday of a Facebook friend is a self-promotional gold mine! I mean, it's a beautiful way to unselfishly celebrate and honor another trip around the sun.