New Brand Creation

Here is a dissection of one of my favorite brand creation projects. Though the work was enthusiastically embraced, the higher-ups ultimately decided that even with a fun and offbeat brand, trying to compete on any level with Coca-Cola, Sprite, Dr. Pepper, Mountain Dew and Crush was probably not the best strategy in the first place. Still, it was some of the most fun I’ve had creatively, exploring names, developing the overall platform and working lock-step with a crazy-talented art director/designer/illustrator. Video password: doGoodwork

CLIENT: Confidential
WORK: Naming | Brand Concept Development | Brand Essence & Story