ADDISON WHITNEY
In need of a complete rebrand, Addison Whitney turned to the internal design team to spearhead the design. Our designers held numerous brainstorms, iterations, and critiques with the larger strategy and marketing teams to perfect the logo.
Ultimately, my design was chosen due to its simplicity and embodiment of the brand.
The old (and original) Addison Whitney logo was created circa 1991, and had numerous problems we were trying to solve. Overall, the goal was to bring the new visual identity into a modern era and break out of the stuffy, corporate look of the old rectangular arrangement. Ultimately, a clean sans-serif spoke volumes for the brand, giving it a more approachable personality that stood out from the competition. The mirrored i’s are an elegant and simplistic way to represent the agency’s ability to see things from alternate perspectives for clients.
The new brand system was designed to work in a variety of instances, from pitch presentations, PowerPoints, and digital banner ads, to print brochures and white papers. The distinct photography style evokes authenticity, focusing on individuals interacting with their surroundings and conveying a feeling of inspiration. Layering color within the photos speaks to the depth of the agency’s capabilities, while breaking out of the frame illustrates the ability to not be constrained creatively.
