A large collection of brand identity work done for clients, various brand development agencies and individuals.
San Francisco AIDS Foundation:
Since its inception in 1982, the San Francisco AIDS Foundation has been a beacon of hope in the global stand against HIV/AIDS. But while the landscape of the pandemic had changed, the Foundation’s identity hadn’t.
Correspondingly, the Foundation’s relevance and energy had faltered.
We hit the streets of San Francisco to engage donors, staff, clients, community leaders and AIDS event participants. We searched for the truth of the organization: how it was viewed, its value in the community, perceptions – and misperceptions. What emerged was clear: SFAF had almost lost its humanity.
So we created a new identity for the organization that focused—single minded—on humanity. Literally. The new identity system—logo, business cards, email signatures, outdoor signage— contain San Francisco AIDS Foundation’s past, present and future integrated and inseparable from the community of San Francisco. We also streamlined their complicated program architecture and delivered a new, more compelling way to talk about the Foundation and the fight against HIV/AIDS.
The impact of the Foundation is monumental. Crockett was honored to have participated in creating an identity worthy of the Foundation’s name.
But we didn’t stop there. The Foundation has fostered a strong community of athletes and volunteers with its offerings of endurance events to benefit the HIV/ AIDS cause—the AIDS/LifeCycle, AIDS Marathon, Seismic Challenge, and more.
We unified these events by naming and creating an umbrella brand: >1 (Greater Than One) that has enabled the Foundation to engage even more individuals in more events throughout the year.
Westport: Natural Gas Vehicles Are Here And Now.
Westport used to describe themselves as a "Canadian IP" company. Which makes some sense for an organization born out of the University of British Colombia's engineering program. But a tour of their factory revealed they were much, much more. In fact what we learned was that Westport was an engine company, through and through. And these were no ordinary engines. These were natural gas powerhouses that were more efficient than diesel (read: cheaper), better for the planet, and powered by domestic fuel
Our research also revealed an important market perception. In 2013, Westport's natural gas engines were already being used in long haul trucks. Yet most of the world was still talking about industrial natural gas vehicles as "the next big thing." Why? Well, when your friend starts wearing mesh shirts to work, that's an obvious change. When trucks start running on new engines? Much harder to see.
Guided by these insights, we crafted a positioning that celebrated the powerful advantages of Westport engines and declared natural gas a thing of the present. The tagline, “Here and Now,” said it all. Add a custom photo shoot, and a stunning brand book and print campaign were born.
Elevating a Brand.
The white balloons are a quiet nod to clean fuel. They represent purity, clarity, and the wonder of discovery. They represent possibilities and potential. And they signify how Westport is changing transportation in cities and industries everywhere, helping make the world a cleaner place.
There is never a dull moment at Mortar. And that is what is reflected in this scrappy brand. Dave was chartered to be the brand’s visual expressionist - so the little time there was between projects would be spent pushing the brand forward in fun and unique ways. Each week there was at least 15 minutes of fun that would be focused on trying something new with the brand. Those extra efforts could range from overhauling the new business sales deck, rethinking the business cards (again), a new computer background screen for a new hire that would meld their personality with the Mortar brand, to designing the smallest copyright protection seal, to exploring just how much fun you can have with accounts payable documents. From faux fancy to smokin' retro – the Mortar brand exploration shows just how elastic a brand can be and still hold on to it's core of being utterly cool.