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.
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.
Brand, Campaign, Packaging, Language, Environmental Way-finding, Objects
Our custom window manufacturer client sought to strengthen their brand as a trusted nationwide B2B contractor supplier. They aimed to highlight their legacy of made-to-order craftsmanship, offering precision, durability, and quality at competitive prices. Their goal was to position themselves as the top choice for versatile windows and doors that adapt to any U.S. climate or home style, reinforcing their reputation for excellence and reliability.
We developed a strategic branding solution to position our client as a competitive B2B contractor supplier nationwide. By emphasizing their legacy of made-to-order craftsmanship and showcasing their precision, durability, and quality, we highlighted their competitive advantage over larger manufacturers. Our approach reinforced their versatility in meeting the demands of any U.S. climate or home style, strengthening their reputation as the go-to choice for contractors and homeowners alike.
Brand, Foundation, Asset Creation, Language, Set Design, Organization
Collaborated with Creative Director, Account Manager, Client, and Print Manager.
Partnered with Writer throughout creative process.
Organized, and laid out collateral material.
Art Directed location, set, and tabletop shoots.
Consulted on press check.
Here’s a piece of advice for young copywriters: If you’re lucky, you’ll work with a designer who challenges your work and helps you trust your own judgment. David was that partner for me at Carmichael Lynch Thorburn. His fierce commitment and patience helped me refine my writing and think as a visual storyteller. Agency leaders aiming to build a top-tier creative department should seek out someone like David.
