The client realized there was an insatiable appetite for dark spirits amongst U.S. African American Millennial and GenZ consumers. They wanted to fill this gap, so they created a brandy using grapes from the soils of Africa. They asked us to design their logo.

We said we can do better that and suggested we start from the ground up and create their brand identity. We created a dark spirits brand that lets you flex and virtue signal at the same time. We came up with their creative strategy, created the voice & tone, visual identity, the logo as well as design the primary and secondary packaging.

Team: Kristian, Rob and Nolan
Shop: Contender
Client: Halisi

The client ask was to create a masking campaign for commuters of the Chicago area transit system as the Covid restrictions began to ease. To get eyes on this campaign and butts in seats, we created these fun and eye-catching illustrations!

Team: Bernie and Nolan
Shop: Res Publica
Illustrator: Nolan
Client: RTA

Ever since it was first uttered from Guy’s mouth, Flavortown has been a mythical land everyone has wanted to visit. A place that holds the comfort of the diners Guy visits and the fascination of his unique personality.

Rooted in adventure we embrace nostalgia with mid-century shapes and prepare ourselves for the wonder of the unexpected that Downtown Flavortown offers.

Team: Chris, Kat and Nolan
Shop: Instagators
illustrator: Nolan

The client ask was to create a kit to help get Powerade into retailers leading up/during the FIFA tournament and make it ownable. Our solution was to own the moment before “the moment”. Introducing “The Pause”, that moment before that major act of doing something huge.

This was also huge for me as I risked my life taking in-store pictures for the project. I’m pretty sure I could have challenged Usain Bolt in the 100 meter running out of the stores.

Team: Kari, Dana, Matt and Nolan
Shop: Arc Worldwide
Client: Coca Cola

The 20-year old, purpose-built education and training company LCW (formerly Language and Culture Worldwide) requested a brand refresh built to represent their contemporary global presence in cultural competence, diversity, equity and inclusion – balancing heritage and professionalism with an approachable, energetic future that flexes to the environment with bright optimism.

Team: Brendan and Nolan
Client: LCW

Recognizing a shift in the male grooming marketplace, Gillette wanted to launch a brand-new line of better-for-you, ingredient driven personal care products. Following the successful brand identity refresh for Clear Gel & Invisible Spray, P&G again reached out to Love & The Machine to help concept and create this new product category for Gillette. It was important to strike a balance between incorporating and building on key brand equity, while simultaneously announcing a new, innovative, ingredient driven line.

Meet Hydra Gel

Team: Lauren, Dave, Amy, Dan & Nolan
Shop: Love & The Machine
illustrator: Nolan
Client: P&G

Background: A group of MillerCoors veterans brewed a special military beer named “Blue Moon Salutes All,” (a pale ale made with liberty and warrior hops) to not only drive on-premise traffic, but to forge a stronger and genuine connection with the local community–specifically with active and veteran military. The client asked us to really convey the inspiration behind the beer, which is “beer brewed by veterans, for veterans.”

Result: Created a message that brings out the pride from serving and acknowledging their bravery, while incorporating familiar military elements that celebrate all five branches, visually.

Team: Justin, Cristin and Nolan
Shop: Arc Worldwide
Client: MolsonCoors

background:

“it’s all in our name. the word “sovereignty” refers to the power that people have to govern themselves. to us, “sovereignty” speaks to the power our products give you to take command of your own mind and body. by helping you regain and maintain a better balanced life, sovereignty daily supplements put you in control of your individual health and wellness so you can achieve your highest sense of self.” the original brand identity did not reflect this position.

idea:

create a brand that is authentic, natural, balanced and in control. the name/wordmark becomes a statement that supports wellness and freedom, as well as messages that are conversational. the logo instils simplicity and balance.

team: lynn, brendan, michelle and nolan
client: sovereignty

OPPORTUNITY / PROBLEM:
After an initial soft product launch achieved very little traction, a client that’s a leader in the phytonutrition field approached us to help fix the problem, improve their branding and re-launch their first B To C product.

KEY DISCOVERY / STRATEGY:
Having always been a B to B company, our client didn’t know how to reach and build a relationship with consumers. Knowing athletes listen/reco to other athletes, we would take a grassroots approach. Digging deeper and finding out the client intended to launch other products in this category, we suggested they take a step back and approach this launch from a master brand versus a product approach.

RESPONSE / RESULTS:
The new packaging and product campaign launched in July 2017 and on Day 1 had the largest singular day of sales in company history. We took a grassroots approach at connecting with our athlete - at races and on the road. We created an entire master brand for them as well as the visual identity for the first product. We helped simplify the packaging and composed clear messaging, balancing the purpose of the design while still nodding to the master brand. Additionally, a 90 second online commercial we created has over 40k unpromoted views.

Team: Dave, Dan and Nolan
Shop: Love & The Machine
Client: Sur Phytonutrients

Client ask was to create an awareness campaign for CountyCare Medicaid Health Plan.

We created a look and feel that broke through a sea of sameness in the streets. Something refreshing and new, with copy that was more conversational and playful.

Team: Bernie and Nolan
Shop: Res Publica
Client: CountyCare

How do you get across that a new premium pet food has benefit on top of benefit as its new benefit? By one-uping your pet’s best self and visually queuing that benefit coming out of the bowl in a tv spot.

Team: Brendan, Rob, Karl and Nolan
Shop: Command N

The client ask was to create an engagement strategy for the Essence Festival of Culture, an AA event held in New Orleans. This is the after party called "Coca Cola After Dark" set in the French Quarter. This is only one of many venues throughout event. Our approach was to celebrate our woman and treat her as the queen that she is by creating visual cues that made her feel like royalty. By doing this we ensured that our communication and visual elements resonated with “Her” – the African American woman. Additionally, our experiential strategy immersed her in a culturally significant, impactful, and memorable experiences.

Team: Yirayah, Stanley, Emilio and Nolan
Shop: UWG
Client: Coca Cola