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D/C tops REBRAND 100 for Hard Rock branding, design

To signify dorkishness, the 2001 movie Ghost World, set among contemporary twenty-somethings, clothed a character in a Hard Rock t-shirt. One measure (you surely have your own) of how far this 30-year-old brand had fallen. So D/C’s work, in close collaboration with Hard Rock’s new management team, started by clarifying and then communicating a new brand strategy to a confused rank-and-file. It continued on through revising the menus (graphically and otherwise), reviving merchandise sales and, through advertising, promotions and events, re-connecting the brand to contemporary culture and contemporary customers. Along the way, the agency completed a comprehensive, top-to-bottom design overhaul, which has now been awarded top honors from the prestigious REBRAND 100 competition, a worldwide contest that recognizes excellence involving both design and strategy.

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Work + News

A half gallon of Horizon Organic whole milk sits on a living room coffee table next to a half-full glass of milk and a few children’s alphabet blocks. The campaign line, “this milk means business” is the headline, below the Horizon Organic logo. Behind the type we see a child’s feet; she’s standing on the table.

Horizon Organic did not come to play.

In DC’s new campaign the organic dairy trailblazer takes nutrition as seriously as kids navigating a floor covered in make believe lava. That is to say: very, very seriously.

Director of brand strategy, Kelleen Peckham, holds the silver award for the Jay Chiat award presentation.

DC’s strategy team brings home an esteemed Jay Chiat Award

Duncan Channon’s "Nicotine Equals" campaign strategy, intended to awaken parents to the teen vaping epidemic, got the judges attention at this year’s 4A’s Jay Chiat Awards.

“We’ve changed!” says Big Tobacco

Guess what, all? The industry that’s responsible for more death and disease than any other and continues to peddle six trillion cigarettes a year is now your friend. Go figure.

A new spin on IPA packaging

Most IPA cans today look like they were designed by the dude that did the Iron Maiden albums. All skulls and green lightning, giving full testosterone and acne vibes. So when tasked with driving a new look for Golden Road’s Ride On series, we banged a uey.

Cover photo for a story about the Viator’s brand redesign. Included in the image are a barefoot 20-something female-presenting person in a pink tunic and mauve hijab. She’s walking in an empty hall with Middle Eastern architectural details. Also included is an image of a person in a red sari, ornate golden necklace and stack of wrist bangles. The image includes the brand’s new tagline “Hello, adventure

A wanderlust-worthy rebrand

Inspired by the shapes and colors of dream destinations, DC rebrands Viator for a new wave of planning-adverse adventurers.

R.J. Shaugnessy brought his signature style to capture the aloha energy in a photography shoot featuring all local talent and locations spanning the island. How cute are these people? Don’t you want to hang out with them in Hawaii and drink Kona Big Waves? 

Kona Big Wave goes even bigger

After a decade of leading creative for Kona Big Wave, DC’s “Bring the Aloha” campaign relaunches the brand for a broader audience, moving beyond its craft roots to a priority position in AB InBev’s premium beer portfolio.

a small plate of orange chicken sit in the lower half of the frame, next to a box of InnovAsian brand Orange Chicken. Above it, there is a square wooden plate with an adorable, smiling food-art dog made out of orange slides and black olives.

InnovAsian finds balance, and big results.

A blend of content creators and traditional photoshoots was the perfect recipe to increase InnovAsian’s engagement on social – without breaking the budget.

DC appoints first Managing Director, Kumi Croom

A game changer since her arrival six years ago, Kumi will lead account and project management and continue to shape DC’s culture and client relationships.

screenshot of article from Ad Age. Headline reads "California names Duncan Channon lead agency on $40 million opioid education campaign."

Empathy over stigma

DC is honored to have been selected by the state of CA to tackle one of the most challenging issues of our generation. And to be covered in AdAge.

Two men sitting side by side viewed at an angle. The man in the back is clean shaven, wears a yellow t-shirt and a black bucket hat and is leaning back with his eyes closed. Man in the forefront is leaning back looking at the camera with a slight smile and wears a patterned t-shirt, amber colored 70’s style sunglasses with a short afro and goatee. A large text overlay in bright yellow reads, “you golden?” and partially covers the rear man’s face.

This Golden Road work isn’t good

People always ask: You good? But that indicates a pretty baseline, “just okay” type of good. DC’s new campaign for Golden Road asks a question that aims a little higher from a city that does the same.

El Secreto esta en el balance

Nuestro nuevo comercial para la cerveza Mango Cart de Golden Road establece una conexión alegre entre la tradición Mexicana de bailar mientras se equilibra una cerveza abierta en la cabeza con el sabor de la deliciosa cerveza con infusión de mango de Golden Road.

Drink to the future

Organic wine industry pioneer, Bonterra Organic Estates, bolsters brand leader status with a future forward, fashionably chic campaign from DC.

Contact Us

New business

NOËL JOHNSON
Dir of marketing and client engagement
njohnson@duncanchannon.com
415 306 9237

 

Press

ADRIENNE SCORDATO
Director of media relations
press@duncanchannon.com

 

Jobs, creative

TINA MONTEMAYOR
Dir of creative talent acquisition + equity
tmontemayor@duncanchannon.com
415 306 9282

 

Jobs, general

ALLISON BART
Director of people
abart@duncanchannon.com
415 306 9203