Schmidt’s
Located in the heart of German Village, Schmidt’s is Central Ohio’s best known restaurant. We conducted quantitative research, translated to strategy and creative execution of “It’s Schmidt’s”. This alliteration theme ran across print, digital, radio and TV to boost sales by 10%.
Qualitative Research
Brand Strategy
Campaign Strategy
Visual Language
Icon System
Magazine
Radio
TV (15 + 30 spots)
Fox & ABC affiliates —
“Good Morning Columbus” Promo
Wendy’s
Based on a strategic brief drafted by Dan Dahlen while a young executive at Wendy’s, they took a stab at its competitors’ burgers by creating a commercial located in an unknown fast food restaurant with three old ladies. Two were admiring the big bun on the burger, but the third asks an important question that soon became a pop culture sensation—“Where’s the Beef?”. Within a year, Wendy’s revenues increased by 31%.
The campaign received many accolades including the coveted international Clio Award.
Brand Strategy
Positioning
Campaign Strategy
Creative Direction
Communication Planning
Media Planning
Promotions
Lexus
Lexus is a brand that has always been known for its superior quality vehicles. Their reputation as a luxury car manufacturer is unquestionable. However as times change, so must their brand. We worked with Lexus to redefine their global brand. We express the spirit and DNA of the Lexus brand by conveying their three pillars — progressive automotive luxury, joy and leading-edge.
Creative Direction
Video Direction
Animation
Audio Engineering
Editing
Original Score
Brand Identification
Often serving as the keystone element to any brand, the identifier is a distillation of verbal attributes and visual semantics. The examples shown are just the tip of the iceberg as identity systems are formed by many visual language elements—color, typography, pattern, photography and their syntax (manner in which they are composed). Identity systems culminate with a brand guidelines to serve as a playbook for consistent application and communications. Most identity programs take a comprehensive approach involving the activities listed.
Competitive Audit
Brand Strategy
Positioning
Attribute/Criteria Development
Visual Translation/Form Giving
Visual Language
Brand Guidelines
Wexner Center for the Arts
Identity, book, poster and exhibit design for Jose Oubrerie, a protégé of famous modernist architect Le Corbusier.
Le Corbusier embarked upon the church in the French town of Firminy with the help of his then-young associate José Oubrerie, now a professor at The Ohio State University’s Knowlton School of Architecture. The cornerstone was not laid for the church, called Eglise Saint-Pierre, until 1970, by which time Corbusier had died. Due to interruptions in the flow of money, materials, and labor, the project ground to a halt—until Oubrerie revived interest in (and support for) completion of the church nearly four decades later.
Visual Brand Strategy
Identity Design
Visual Language
