BRAND IDENTITY AND ENVIRONMENTAL WAY-FINDING, 2020
American
Standard
CHALLENGE
What began as a minor update for a major DIY retailer quickly evolved into a comprehensive brand identity redesign for American Standard. The scope expanded to encompass their entire in-store product range, including faucets, toilets, tubs, showers, and customization options, each requiring in-depth visual clarity. Our challenge was to create a cohesive, compelling, and easily recognizable multi-lingual identity that unified these diverse categories. The solution needed to be versatile enough to adapt to both known and unforeseen applications, while remaining simple enough for production across three countries, all within strict color and material limitations.
SOLUTION
We developed a cohesive and adaptable brand identity system for American Standard that unified their diverse in-store product categories, including faucets, toilets, tubs, and showers. The solution featured a compelling, easy-to-identify design that accommodated multi-lingual requirements and ensured consistency across all touchpoints. Our approach emphasized flexibility, allowing the identity to adapt seamlessly to both current and future needs, while being straightforward enough for cost-effective printing in three countries. We carefully aligned the design with color and material limitations to ensure feasibility and maintain brand integrity across various retail environments.
CAPABILITIES
Brand, Campaign, Packaging, Language, Environmental Way-finding, Objects
ROLE
Collaborated with Creative Director, and Account Manager.
Designed, laid out, and sequenced all communication materials.
Provided final design for stadium roof.
Provided final design for key environmental locations.
Developed creative strategy.
Designed logotype.
Made font selection.
Made photographic selections.
Created Photo Composites.