[ meta newhouse design ]

Sometimes brands need a breath of fresh air. Companies and products evolve, and a brand refresh can help better communicate what they now offer.

MERCURYcsc is the advertising concern that has the largest billings in Montana. One of their clients is Montana's Travel and Tourism account. As they were looking to cater to ecotourism accounts specifically, I felt that their branding should take on a literally greener, and more humble approach (more lower case letters, smaller business card = less paper used). The color stripes suggest a broader spectrum of services.


The original MERCURYcsc website had a look and feel that suggested they were only a marketing agency, when in fact they had a wildly talented creative group which was a critical part of their success. I shifted their site from a gray, monochromatic look to a crisp white background with imagery centralized into an animated horizontal slider. I also removed the dated blue + underline style for the links. Usability studies, indicated that users were hesitant to click on any of the blue underlined items because they thought those were external links. (Many users struggled to find the site's portfolio section.) Done in collaboration with Seth Nielsen and Joe Bergantine at MERCURYcsc.


For ExOfficio, I addressed issues of legibility, printability, typographic integrity and content.
I widened the negative lines in the original globemark and I chose colors that had a greater difference in value. The original logotype used digitally-extended letterforms, which is evident in the thicker vertical strokes and thinner horizontal strokes. I redrew the logotype to be evenly stroked, and more geometrically balanced to communicate a greater sense of harmony. The revised logotype stands taller than the original. Lastly, I eliminated the tagline and laundry list of products from the original logo lockup, because the yard sale-like nature of the listing positioned ExOfficio as less confident than their competition.

Hangtags: My recommendation was to simplify the hangtags to one (instead of three) and I created a visual system that referenced luggage tags, with the the back side functioning as an actual luggage tag—which for a travel brand, made sense.