Case Study:  Van Cleef & Arpels          See More       Assignment:  Event Marketing Campaign      Creative Challenge:   Creating an Immersive Brand Experience   After collaborating on two enthusiastically received premium invitation projects, Van Cleef & Arpels approached us to develop the creative vision for their sponsored event, the 2012 Tribeca Ball benefiting the New York Academy of Art. Understanding the necessary difference between advertising and sponsorship, we set out to create a fully immersive brand experience that simultaneously celebrated the New York Academy of Art and communicated the essence of Van Cleef & Arpels through every event interaction.     Strategy:  Start the Party Early   Drawing inspiration from Van Cleef & Arpels high jewelry collection, Bals de Légende, we developed the theme: “Unmasking the Modern Ball.” Recognizing the competitive landscape of spring gala season, early emphasis was given to generating excitement for the Tribeca Ball and to engaging the audience’s interest in the event narrative.     The first opportunity to reveal the “story” to the audience was through the event invitation. Conceived as an interactive piece that embodied the elegant, dynamic formal qualities of the Van Cleef & Arpels brand, introduced the narrative theme of the Tribeca Ball, and functioned as a beautiful keepsake object, the boxed invitation signified the start of the party. Opening the dimensional, interactive piece was an “event” that built anticipation for the primary event. The silhouetted mask motifs and bold colors of the invitation, became the symbolic identity for “Unmasking the Modern Ball.”     The event staging at the New York Academy of Art building was similarly conceived as a sequence of connected immersive moments for the evening’s guests to engage in. We began our gestures at the street, exploiting the building’s existing storefront windows as stages for live, choreographed models, welcoming guests through familiar mask shaped openings and bathed in colored light. Adorned in twinkling Van Cleef & Arpels jewelry, the masked models in simple monochrome bodysuits acted as silent hosts throughout the event procession: appearing at landing points, mingling in crowds, and greeting dinner guests in the ballroom. A consistent language of colored lighting, reflective silver, and the bold mask motif was used in dynamic arrangements and spatial configurations throughout the building to lead guests through the various events of the evening that for many culminated in the dinner and dancing in the ballroom. As the final event of the evening kicked-off, seated guests cheered at the “welcome” lighting of the giant custom neon sign of layered masks.      Biggest Bang for the Buck: A Chapter in a Larger Story   We look at every audience interaction we design as one part of a larger brand experience. Working with Van Cleef & Arpels on multiple events allowed us to communicate with their audience using connected touch points to thread a larger story from event to event and to measure success through audience response.   
 Case Study:  Appraisers Association of America      Assignment:  Brand Identity + Implementation      Creative Challenge:   Appealing to a New Primary Audience   As the Appraisers Association shifted from an inward focused membership-centric network to an outward looking institution that could help elevate the professional profile, they required an identity that reflected that change and would appeal to the general public.     Strategy:  A System that Communicates Value   For the Appraisers Association, the communication of “value” is a central theme: to the public they want to represent that appraisers are the “standard bearers of value”; to their loyal membership they want to represent that as an institution, the Appraisers Association maintains a “dedication to their core values.”     We identified an early representation of value in the Appraisers Association’s own history. The institution’s first identity utilized a rendering of an owl. This icon of wisdom and knowledge was used as a central component of a new identity, modernized and represented in a seal—the concrete representation of approval used by appraisers. The seal was expanded as a circular motif that can be used as a metaphorical loupe or lens. As a repetitive element, the diverse content of the memberships’ specialties can be represented in a clean and compelling design.     The versatility of the motif has been tested through multiple implementations and it has proven to be highly customizable while capable of building brand value for the institution through each iteration.      Biggest Bang for the Buck: A Two-fold Payoff   • Investing in a well developed system allows the Appraisers Association to implement their new identity materials in-house.  • The new brand has reinvigorated the membership who are helping boost the status of the institution by promoting their association.
Larta_Industry_BEH.jpg
 Case Study:  Van Cleef & Arpels          See More       Assignment:  Event Marketing Campaign      Creative Challenge:   Creating an Immersive Brand Experience   After collaborating on two enthusiastically received premium invitation projects, Van Cleef & Arpels approached us to develop the creative vision for their sponsored event, the 2012 Tribeca Ball benefiting the New York Academy of Art. Understanding the necessary difference between advertising and sponsorship, we set out to create a fully immersive brand experience that simultaneously celebrated the New York Academy of Art and communicated the essence of Van Cleef & Arpels through every event interaction.     Strategy:  Start the Party Early   Drawing inspiration from Van Cleef & Arpels high jewelry collection, Bals de Légende, we developed the theme: “Unmasking the Modern Ball.” Recognizing the competitive landscape of spring gala season, early emphasis was given to generating excitement for the Tribeca Ball and to engaging the audience’s interest in the event narrative.     The first opportunity to reveal the “story” to the audience was through the event invitation. Conceived as an interactive piece that embodied the elegant, dynamic formal qualities of the Van Cleef & Arpels brand, introduced the narrative theme of the Tribeca Ball, and functioned as a beautiful keepsake object, the boxed invitation signified the start of the party. Opening the dimensional, interactive piece was an “event” that built anticipation for the primary event. The silhouetted mask motifs and bold colors of the invitation, became the symbolic identity for “Unmasking the Modern Ball.”     The event staging at the New York Academy of Art building was similarly conceived as a sequence of connected immersive moments for the evening’s guests to engage in. We began our gestures at the street, exploiting the building’s existing storefront windows as stages for live, choreographed models, welcoming guests through familiar mask shaped openings and bathed in colored light. Adorned in twinkling Van Cleef & Arpels jewelry, the masked models in simple monochrome bodysuits acted as silent hosts throughout the event procession: appearing at landing points, mingling in crowds, and greeting dinner guests in the ballroom. A consistent language of colored lighting, reflective silver, and the bold mask motif was used in dynamic arrangements and spatial configurations throughout the building to lead guests through the various events of the evening that for many culminated in the dinner and dancing in the ballroom. As the final event of the evening kicked-off, seated guests cheered at the “welcome” lighting of the giant custom neon sign of layered masks.      Biggest Bang for the Buck: A Chapter in a Larger Story   We look at every audience interaction we design as one part of a larger brand experience. Working with Van Cleef & Arpels on multiple events allowed us to communicate with their audience using connected touch points to thread a larger story from event to event and to measure success through audience response.   

Creating An Immersive Brand Experience


Case Study: Van Cleef & Arpels
Assignment: Event Marketing Campaign
Creative Challenge: Creating an Immersive Brand Experience
Strategy: Start the Party Early
Biggest Bang for the Buck: A Chapter in a Larger Story

 

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Creating An Immersive Brand Experience


Case Study: Van Cleef & Arpels
Assignment: Event Marketing Campaign
Creative Challenge: Creating an Immersive Brand Experience
Strategy: Start the Party Early
Biggest Bang for the Buck: A Chapter in a Larger Story

 

 Case Study:  Appraisers Association of America      Assignment:  Brand Identity + Implementation      Creative Challenge:   Appealing to a New Primary Audience   As the Appraisers Association shifted from an inward focused membership-centric network to an outward looking institution that could help elevate the professional profile, they required an identity that reflected that change and would appeal to the general public.     Strategy:  A System that Communicates Value   For the Appraisers Association, the communication of “value” is a central theme: to the public they want to represent that appraisers are the “standard bearers of value”; to their loyal membership they want to represent that as an institution, the Appraisers Association maintains a “dedication to their core values.”     We identified an early representation of value in the Appraisers Association’s own history. The institution’s first identity utilized a rendering of an owl. This icon of wisdom and knowledge was used as a central component of a new identity, modernized and represented in a seal—the concrete representation of approval used by appraisers. The seal was expanded as a circular motif that can be used as a metaphorical loupe or lens. As a repetitive element, the diverse content of the memberships’ specialties can be represented in a clean and compelling design.     The versatility of the motif has been tested through multiple implementations and it has proven to be highly customizable while capable of building brand value for the institution through each iteration.      Biggest Bang for the Buck: A Two-fold Payoff   • Investing in a well developed system allows the Appraisers Association to implement their new identity materials in-house.  • The new brand has reinvigorated the membership who are helping boost the status of the institution by promoting their association.

Appraisers Association of America


Case Study: Appraisers Association of America
Assignment: Brand Identity + Implementation
Creative Challenge: Appealing to a New Primary Audience
Strategy: A System that Communicates Value
Biggest Bang for the Buck: A Two-fold Payoff

Appraisers Association of America


Case Study: Appraisers Association of America
Assignment: Brand Identity + Implementation
Creative Challenge: Appealing to a New Primary Audience
Strategy: A System that Communicates Value
Biggest Bang for the Buck: A Two-fold Payoff

Larta_Industry_BEH.jpg

Larta Institute


Case Study: Larta Institute
Assignment: Brand Identity + Strategy
Creative Challenge: Communicating a Unique Approach
Strategy: “Your Name Here”
Epilogue: Expanding the Brand In-house

 

Larta Institute


Case Study: Larta Institute
Assignment: Brand Identity + Strategy
Creative Challenge: Communicating a Unique Approach
Strategy: “Your Name Here”
Epilogue: Expanding the Brand In-house