Wrigley
Branding program



CHALLENGE
Wrigley is recognized and loved by consumers around the world for their many brands. Likewise, they also have a strong internal culture with committed employees who take tremendous pride in creating everyday enjoyment for consumers through the Wrigley portfolio of products. The Wrigley corporate brand however had not been considered for the role it plays in driving sales and building a positive culture.

In 2009, when Mars Inc. acquired the William Wrigley Jr. Company, a few of Mars’ product brands were adopted into the Wrigley portfolio to expand the offering beyond gum. To help see that the Wrigley identity and culture remained strong inside the larger Mars organization, Interbrand was engaged to help redefine the business strategy as a leading global manufacturer.

OPPORTUNITY
Taking cues from the well-known and much-loved product brands, we worked together to transform Wrigley’s corporate brand from inward facing to a consumer focused brand. Through reseach it was revealed that the Wrigley identity stands for so much more than gum. In a simple stick of gum or candy, the people of Wrigley are creating products that bring simple pleasures to the entire world.

To express these simple pleasures that come with every Wrigley product, graphic experiences that are universally understandable were created to symbolize sensations and flavors. Along with this, an updated wordmark expresses the shift to a consumer focus. The visual elements are all brought together in a simple, straightforward communication style that conveys the joy Wrigley products bring.

Credits: Interbrand New York

Towers Watson
Branding program



CHALLENGE
With the merger of Towers Perrin and Watson Wyatt, two similar companies were coming together to create one of the largest professional services organizations in the world. Even though this was a merger of equals, each organization had its own personality and way of operating. Balancing this dynamic could have been a struggle, but Interbrand partnered with a small client team comprised of representatives from both organizations to create a new brand and expression.

OPPORTUNITY
Through many interviews of key stakeholders, it was concluded that the asset of both organizations was the valued relationships the companies shared with their clients. Their expertise and appoachability is important to their business, and this was carried through the identity which reflects the personal connection you have with someone. The signature icon brings a human quality to the organization that was not reflected in the previous organizations’ identities. To balance the softness and human qualities, pragmatic and analytical elements were developed. These took shape in a structured grid and a type-bar system. The overall system creates a personality that is balanced between an approachable nature and analytical expertise.

Credits: Interbrand New York

2014 Olympics
Identity exploration



CHALLENGE
After over thirty years without hosting an olympic games, Russia was awarded the privilege to host the 2014 winter games. The site, Sochi, is not well known throughout the world, and because of this, the identity for these games not only needed to express modern day Russia to the world but introduce an unfamiliar location.

OPPORTUNITY
The Russian Olympic Committee chose to engage Interbrand because of the global perspective we were able to offer. Through the pitch process and identity development, seven designers from around the world collaborated and gathered in Moscow to assemble a rich exploration of the olympic identity.

Sochi is a place of contrast. It is situated in between the Black sea and the Cacassius Mountains, giving it access to both beautiful warm beaches and towering mountains covered in snow. This unique duality was at the heart of identity. Using aspects of both traditional and contemporary Russian culture, we expressed this duality in a way that gave insight into who Russia is today.

Credits: Interbrand Moscow

Interbrand Creative Summit
Event identity and materials



OVERVIEW
In 2006, Interbrand held a creative summit to discuss how the creative departments throughout their network would take advantage of the extensive global footprint by unifying the creative goals for the firm and establishing lines of communication that would allow for better collaboration between offices. The summit needed to be branded in a way that allowed it to still feel as if it was an internal program but also one that was creatively driven and considered. The mark produced for this program is a graphic representation of the basic foundation of the summit, “One Firm”.

The simple, clean strokes of the the letterforms that create “one” build on top of each other to create a stronger, singular graphic form. These graphic builds of the logo were enlarged and placed on top of photography from Montreal, the location of the summit, to create a very graphic and interesting language that was carried over the many materials produced.

Credits: Interbrand New York

ChildFund
Identity system



Credits: Interbrand New York