In close collaboration with Chris Church, we developed and designed a comprehensive brand system for the launch of Visible, a Verizon-owned affordable phone service provider.
When they came to Madwell, Visible already had a kit of parts, but lacked a clear unifying system. Keeping the materials that worked, including a bare bones system of a logo and emoticons designed by Pentagram, I led the development of a comprehensive identity system that could scale as the company grew—from enriching the color palette, codifying usage of their emoticon system, to establishing photography and motion guidelines. Alongside the traditional guidelines in print, we also created an online guidelines portal, for partners to utilize. This allowed the brand to maintain a consistent, bold voice across all channels.
We also worked on a bold launch campaign, which included a rich out of home system that showcased the brand across the country for the first time, as well as a multitude of print, motion, and digital advertising. Likewise, other members of the Madwell team worked to create an app and website consistent with our brand look and voice. The Madwell team has continued to grow and flex the brand, which has grown to be the agency’s largest client.
Agency:
Madwell
Collaborators:
Chris Church, Senior Designer
Nate Kerbin, Copywriter