February 9, 2011 | No Comments

Designed by BAKER | Country: United States

“With creativity being identified as the heart of our brand we wanted to give our culture of creative individuals the opportunity to express themselves within the BAKER identity – and not just the designers. At BAKER, since everyone is part of the creativity that goes on here, we needed to make the identity accessible to, well, everyone. To achieve this we literally gave everyone the tools they needed to showcase their creative selves – a launch kit explaining the parameters and idea behind the ID, a dry erase board to brainstorm on, and a dry erase marker to bring their ideas to life.

The response we got was amazing. Within days we had easily over a hundred variations of marks for the icons portion of our identity. From that point we moved on to the business card portion of our ID. The idea – everyone gets duplexed letterpress cards with their individual custom icon in 4 varying colors on one side and consistent metallic BAKER branding on the back. Thanks to Studio on Fire and their dedication to perfection, the final product was executed flawlessly.

Finally, in executing the rest of our brands various touchpoints we began asking ourselves questions like “how can we make the rest of the BAKER collateral creatively engaging?” One answer we came up with was to demonstrate the things that BAKER tries to “B” everyday in the hope that it would inspire others to B-great in their own way.”


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