News

Rakuten is back with the latest installment of the “Life to the Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the successful awareness-building achieved by the first round of work, these spots continue to bring to vivid life just how easy and rewarding using this no-brainer of a service is. Watch for the commercials all up and down your TV dial and across the digital universe.

And see the spots that started it all here.

The Japanese e-commerce giant dropped its first ever North American campaign during last night’s Grammy Awards. Directed by acclaimed Israeli duo Vania & Muggia (check out their vids for Coldplay and DJ Snake), the TV introduces Rakuten as a premium lifestyle brand for savvy online shoppers.

The work is just the first public piece of a months-long, ground-up brand overhaul that saw DC helping to determine how the brand expresses itself in every dimension, including strategy, style guidelines and even the product itself.

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Redhook-Brewlab-identity

How do you get the next generation of craft beer lovers to take notice, to see you in a new light? The answer for Redhook wasn’t an ad campaign. The answer was an experience. A brewpub that put Redhook’s pioneering, innovative techniques on display. Named and designed by yours truly.

Udemy-rebrand

Comprehensive rebrand, brand strategy and tagline development for leading online learning platform, Udemy, featuring custom art and lettering by the Bézier wizards at Underware.

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Craft beer is like indie music. If you get too popular, you’re no longer cool. Just ask Redhook. In the early ’80s, they took off like a rocket, Anheuser Busch came calling and the brand was labeled a sellout. “Budhook!” the beer nerds snickered. Never mind that Redhook basically invented the craft beer category they were tossed out of.

So how do you get the next generation of craft lovers to take notice, to see you in a new light? The answer wasn’t an ad campaign. The answer was an experience. A brewpub that put Redhook’s pioneering, innovative techniques on display.

“We knew we had to bring Redhook’s values to life rather than merely talk about them,” said DC’s CCO Michael Lemme. “In developing the Brewlab concept and identity, our job was to make sure everything from the name to the smallest detail in the customer experience communicated how Redhook Brewlab is purpose-built to experiment, innovate and test the results on Seattle humans of legal drinking age.”

More images after the jump.

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Udemy-rebrand

We’re proud to finally unveil a comprehensive rebrand for leading online learning platform, Udemy. The new brand identity system, featuring custom art and lettering by the Bézier wizards at Underware, is fluid and rhythmic, reflecting the lifelong, iterative nature of learning. The new tagline, “Be Able” evokes the potential of personal transformation through education. Better get to school.

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It’s a red-letter day around here as the agency proudly launches a new logo, look and website, along with some important new leadership. In addition to the four partners and longtime communications planning director, Leslie Diard, Jamie Katz will now lead the account management practice, Rachel Hermansader will be the agency’s first director of marketing and business development and Anne Elisco-Lemme will serve as the sole executive creative director. (Shout out to Timothy Archibald for the handsome photo.)

CCO Michael Lemme led the rebrand. “Our new mark is custom-made – hat tip to our co-conspirators in Helsinki / Amsterdam / Den Haag, Underware. In the context of increasingly algorithmic and measured marketing, we wanted our identity to be a symbol of the incalculable, unpredictable role of creativity and personal expression in every aspect of our work.”

And because the logo is so wonderfully peculiar, the agency doesn’t just expect, but welcomes, troll commentary. So much so, we’ve even created this helpful video to get the troll juices flowing. Let us have it. (Special thanks to The Cabinet and Feintly for letting us abuse their goodwill.)


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Congrats to our friends and clients Staffan Terje and Umberto Gibin on last night’s official opening in San Francisco of their latest culinary masterpiece Volta, where classic Gallic fare cozies up to classic Nordic. With a pedigree of Perbacco and Barbacco, and a name and identity by the chefs de branding at Duncan/Channon, this is guaranteed to be the hottest reservation of 2016. (Got room for two on Friday night?)

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