csa portfolio
Post on 22-Feb-2016
229 Views
Preview:
DESCRIPTION
TRANSCRIPT
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
AIGA 365 DESIGN EXHIBITION
EXHIBITION DISPLAY For the AIGA’s annual design exhibition, CSA embraced the challenges inherent
in the AIGA’s long, narrow space, and emphasized the long floor plate by creating
a series of freestanding pedestal displays, which grew taller and smaller as they
receded, creating an exaggerated perspective. A warm shade of red enveloped the
entire exhibition, resulting in a cohesive transformation of the physical space, and
a strong identity for the show. Organizationally, we departed from the previous
years’ categorical approach and mixed up mediums as an editorial comment
on the fact that lines between design disciplines are continually blurring. Upon
completion, the exhibition’s dynamic and eye-catching design drew visitors in and
invited them to discover the year’s very best in design.
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
ALLIED DOMENCQ
HOLIDAY PACKAGING Allied Domecq, which owns 12 of the top 100 international premium spirit
brands, including Beefeater and Canadian Club, decided on a holiday “makeover”
campaign to inspire consumers and drive sales. CSA positioned the two brands as
hip alternatives to more popular spirits. Using the cocktail craze as a springboard
for attracting a younger, more upscale crowd, a premium packaging look was
employed,invoking a party atmosphere for one brand and an elegantly festive
approach for the other.
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
ALVAR AALTO: LIVING DESIGN
The Embassy of Finland in Washington, DC, requested that a retrospective
celebrating the work of renowned ICF Group designer Alvar Aalto be mounted to
mark Aalto’s 100th birthday. Working directly with the Finnish government, CSA
curated the show and designed the exhibition, which included classic examples of
this European modernist’s furniture, lighting and textile designs.
EXHIBITION DISPLAY,
CURATION & PROMOTION
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
AMERICAN CRAFT MUSEUM
The American Craft Museum was faced with the need to draw and retain
members, patrons and donors, along with redefining the word “craft,” which
had evolved beyond handmade objects to encompass contemporary works of art.
CSA’s branding program positioned the museum as a major cultural institution,
introducing materials and color palettes that challenged conventional notions. An
innovative direct mail campaign, seeking funds for the purchase and redesign
of the museum’s main building, targeted top-tier patrons. An unfolding sponge
“brick” provided both an element of surprise and a call to action, resulting in not
only donations of cash, but gifts of major artworks as well.
BRAND IDENTITY &
CAPITAL CAMPAIGN
COLLATERAL
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
ASSURANT
In late 2003, Fortis decided to rename its North American operations “Assurant”
and take the company public. With a range of insurance and related businesses,
Assurant needed a system that would help its subsidiary businesses retain their
independence while increasing brand strength and awareness. The new logo
features a loosely woven design that captures Assurant's unique ability to integrate
a trio of strengths: risk management expertise, administrative systems, and
distribution relationships. CSA also created an advertising campaign to coincide
with the IPO.
BRAND IDENTITY &
ADVERTISING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
Since 1903, New York-based Bideawee has found loving homes for homeless,
abandoned, abused and neglected dogs and cats. In addition to its adoption
centers, Bide-A-Wee offers a continuum of care that includes veterinary and
animal behavior services, a retirement home, pet memorial parks, and education
and volunteer programs. CSA developed a new brand identity for Bideawee,
utilized across its communications materials, leveraging their historical name which
is Scottish for “stay a while”. Two symbols, linked visually by the same elements,
are distinctly Dog and Cat and bring a new edge to the mark with bold use of color
and modern illustration. The identity has since been implemented in a variety of
ways, including paperware, invitations, advertisements, website and pet bandanas.
BRAND IDENTITY &
COMMUNICATIONS
MATERIALS
BIDEAWEE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
BRAVELINE TECHNOLOGY
In 2002, CSA struck a deal with Brave New Consultants, a full service technology
company. In exchange for the design and development of a custom database,
CSA created a distinct identity to improve understanding of the firm's core
competencies and achieve a greater market presence. CSA developed a marketing
strategy that leverages the breadth of services and renamed BNC "BraveLine
Technology." The beta symbol, borrowed from the world of physics, served as the
design inspiration and, because warm, red-toned colors are rarely seen in the tech
sector, CSA chose a bold orange and strong gray to create visual impact. The new
identity gave BraveLine the communications tools and the confidence to grow their
clientele and their business.
BRAND IDENTITY &
SALES KIT
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
BRIDES.COM
Brides.com, the online home of Brides, Modern Bride and Elegant Bride, came
to CSA hoping to leverage its new website, which is the definitive source for the
most relevant information available to brides today. Seeking to launch the site in
an unexpected and fresh way, CSA proposed a type and color-focused strategy,
separating Brides.com from other major bridal advertisements, by avoiding multiple
images and messages as well as pastel color schemes. The result: three confident
and arresting advertisements that catch the eye and attention of even the most
harried bride-to-be.
ADVERTISING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
BROOKLYN BOTANIC GARDEN
Brooklyn Botanic Garden sought to improve awareness among its local audience,
which includes Manhattanites and diverse ethnic groups from surrounding
brownstone communities, while drawing more national and international visitors.
Together with a distinctive new logo, CSA introduced a communications platform
that uses photography to show plant life as objects of art, elevating the botanic
garden’s image as a cultural institution on par with museums. A new tagline,
“Where Plants Come to Life,” works both literally and metaphorically to convey the
Garden’s spirit and provides an editorial foundation for future marketing and public
relations promotions.
VISUAL IDENTITY &
COMMUNICATIONS
MATERIALS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CADWALADER
As one of America’s oldest law firms, Cadwalader’s visual identity reflected its
rich history but did not communicate the firm’s energetic spirit. CSA designed a
comprehensive program to define the firm’s position, educate attorneys and staff,
inform clients and recruits, and integrate offices and communications. “Color
Wrapped in Black & White” forms the basis of the design. Elegant black and white
exteriors envelop vibrant interiors—whether it’s the colors on the inside of the
folders or the ideas contained within the firm’s pitch books. The new “Cadwalader”
logotype is also notable. Although the firm’s legal name remains “Cadwalader,
Wickersham & Taft LLP,” the simplified logo is more modern.
BRANDING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CADWALADER
In 2005 Cadwalader was ready for a bold recruiting approach that would weed out
associates with an inflated sense of entitlement. CSA recommended appealing to
law students eager for a challenge rather than those who shirk it. The resulting
campaign was entitled “Real Deal” and highlighted the realities and opportunities
inherent in front-line work. Rather than the usual “careers” section of the
corporate website, CSA also developed and deployed a targeted “microsite” that
demystified the recruiting process and provided guidance to second year law
students, many of whom have never participated in a formal interview before.
RECRUITING CAMPAIGN
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CADWALADER
In designing Cadwalader’s website, our chief concern was to create an interface
that accommdates the typical, time - crunched user who comes to the site in search
of specific information. The look and feel corresponds with the firm’s new identity
by combining classic black and white images with unexpected punches of color.
We also addressed a unique regional issue: The firm’s London office has a distinct
personality and mission, so we created a “site within a site” that allows clients to
access the London pages through a direct URL without ever visiting the US site.
WEBSITE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CAPELLA
Launched by the West Paces Group in 2006, hotel industry icon Horst Schulze
wanted to create a number of high-end ultra luxury resorts that feel more like
exclusive, private homes. Located in destinations around the world, from Cabo
San Lucas, Mexico to Castelmartyr, Ireland, each Capella property is an intimate
getaway, witha no more than 100 rooms, no formal check-in, cuisine of choice on
demand, and personal butlers. CSA created a brand that encompasses Schulze’s
“new classic” idea of privacy and luxury. While solidifying one unified vision for
Capella, we devised a system that lets each individual property stand out while
still remaining true to the luxurious roots of the brand itself.
BRAND IDENTITY
P E D R E G A L D E C A B O S A N L U C A S
M E X I C O
RIGEL ESTREL L AD I R E C T O R O F S A L E S
r e s t r e l l a @ c a p e l l a p e d r e g a l . c o m
M 0 1 1 . 5 2 . 6 2 4 . 1 4 7 . 5 1 8 4
T 0 1 1 . 5 2 . 6 2 4 . 1 7 2 . 0 3 7 4
F 0 1 1 . 5 2 . 6 2 4 . 1 4 3 . 1 3 4 8
C A M I N O D E L M A R 1 P O B O X N o . 3 6
C A B O S A N L U C A S , B C S 2 3 9 3 0 , M E X I C O
H O T E L S A N D R E S O R T S
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CHADBOURNE & PARKE LLP
Although Chadbourne & Parke LLP had an impressive client list and growing roster
of international offices, the partners nevertheless felt that the firm was often
“under the radar” in terms of public perception – including that of prospective
clients. CSA’s strategy leveraged Chadbourne’s past while adding a universal
quality. The new identity is sleek, dignified and modern, giving the firm a unique
voice in today’s crowded legal profession, where old-fashioned engraved ivory
letterhead and standard typefaces predominate.
BRAND IDENTITY &
COLLATERAL
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CHICAGO SYMPHONY ORCHESTRA
Following the $110 million-dollar renovation and expansion of its Symphony
Center, the Chicago Symphony Orchestra needed a singular identity to help
promote its diverse activities to the public and to potential donors. To connect
the orchestra with its locale, the new identity reinforces the visual link between
the “C” in “Chicago” and the swirling form of a bass clef. The identity was
applied extensively to merchandise, banners and communications, while tying into
wayfinding and donor recognition sign programs that seamlessly guide and inform
audiences throughout the center.
BRAND IDENTITY,
SIGNAGE & WAYFINDING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CHRISTIE’S
A new global identity program for Christie’s, the world’s oldest and most
distinguished fine art auctioneer, was designed to attract a new generation of
buyers and sellers. Environmental branding included interior signage and display
systems for show windows running 150 feet in length. The prominence and scale
of these displays instantly established Christie’s New York headquarters as a pillar
of Rockefeller Center and the successful program was extended to showrooms in
Paris and Berlin. A comprehensive standards manual posted on the company’s
intranet brought brand coherence to all 117 offices worldwide.
BRAND IDENTITY,
INTERACTIVE MEDIA &
SIGNAGE SYSTEM
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CLIFFORD CHANCE
Saturated color blocks, a compartmentalized layout and a journalistic photography
style lend this fun recruiting brochure a magazine quality. Candid shots, taken
in graphically compelling locations give the piece an exciting, adventurous feel.
The editorial direction turns on the idea of “going places,” a concept designed to
emphasize the world of opportunity Clifford Chance offers
its associates, and the chance to follow whatever career path their hearts desire.
RECRUITING BROCHURE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CORBIS
For Corbis, determined to become the preeminent source of stock fine art and
photographic images, an emotional message triggers a strong response from
buyers while underscoring the breadth and depth of Corbis’s collection. In “Hot
Buttons,” an oversized direct mail piece, CSA paired images in unexpected and
sometimes controversial ways. Brochures, catalogs, advertising and digital media
reinforce this thought-provoking personality.
PROMOTIONAL
BROCHURES, CATALOGS
& INTERACTIVE MEDIA
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CRADLE TO CRADLE
Bill McDonough and Michael Braungart’s innovative thinking on industry and
ecology has led to the development of products made of materials that will
never end up in a landfill or a recycling plant. Instead, they return safely to the
soil or become new products as part of an eternally renewable lifecycle. To help
market the products, CSA developed a mark and tagline that would introduce
consumers to the Cradle to Cradle concept. The circle-shaped mark evokes a
sense of ecological continuity and scales easily to products of various sizes. The
accompanying text provides a brief explanation of the Cradle to Cradle process,
making sure the user knows how to complete the cycle.
LOGOTYPE & TAGLINE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
DECHERT
CSA set Dechert on a new identity path with a fresh approach to legal marketing
that distinguished the firm by highlighting its strengths and its culture. The
florescent orange cover grabbed attention while the interior pages used iconic
images and irreverent headlines to introduce the attorneys and pique interest in
case profiles. The website was a breakthrough site within the legal community,
garnering positive feedback and attracting new clients and new legal talent.
Dechert became a mainstay on CSA’s client roster, and recently engaged CSA to
reimagine the recruiting brochure. The result was a vibrant piece entitled “Dream
Big” designed to draw the next generation of associates to a Dechert career.
RECRUITING BROCHURE
& WEBSITE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
DELOITTE CONSULTING
When your product is service, and that service is complex even for the
knowledgeable customer, how do you motivate your sales force to tell your story
in a way that is accessible, comprehensive and compelling? For Deloitte & Touche
Consulting, the answer was to make the invisible visible and the intangible
tangible. Metaphorically, parts and pieces of the consulting process work in
concert to transform the corporate “machine” into a well-tooled whole. A flexible
system of more than 30 service line brochures, coupled with specific industry
sector information and a flagship brochure, allows D&T to customize its service
offerings for prospective clients.
SALES BROCHURES
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
DELOITTE TOUCHE TOHMATSU
Facing stiff competition in hiring high-caliber Juris Doctor and master of law
graduates, Deloitte Touche Tohmatsu’s Global Tax and Legal Services Group
harnessed the power of multimedia technology to create a campaign and
e-brochure that spoke to a new, tech-savvy generation. Permanently housed
on the firm’s website, the brochure features young partners describing the
Deloitte experience in their own words. The film was shot in a number of locations
worldwide and edited into QuickTime movies. The campaign message, “We Are
Ready,” reinforces the image Deloitte wanted to project–a youthful, surprising
and different organization that believes strongly in individuality and personal
satisfaction.
RECRUITMENT
CAMPAIGN &
E-BROCHURE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
DORIS DUKE CHARITABLE FOUNDATION
The $1.4 billion Doris Duke Charitable Foundation needed an identity that would
visually unify the organization’s various philanthropic efforts and communicate
three attributes—sophistication, elegance, and credibility. Two overlapping
uppercase Ds and a soft color palette became the cornerstone of an integrated
marketing and communications program. The mission of the foundation is to
protect children, preserve natural environments, seek cures for diseases and
nurture the arts. To represent these four main areas of giving, CSA created soft-
focus photography collage depicting a teddy bear, a leaf, an echocardiogram, and a
saxophone—providing a visual expression of Doris Duke’s generous spirit.
BRAND IDENTITY,
MARKETING
COMMUNICATIONS &
WEBSITE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
ENDURANCE INSURANCE
Endurance Specialty Insurance Ltd. is a global provider of property and casualty
insurance and reinsurance. Funded by industry heavyweights, including Aon
Corporation, Zurich Financial Services and GM Asset Management, Endurance
launched operations at the end of 2001. CSA developed a creative concept based
on “The Golden Mean,” a symbol of perfect proportions found in nature, art,
and architecture. We also created the tagline “where insight and analysis come
together” to reinforce the idea of unity and balance. The new corporate identity
and communications materials energized the company’s small staff and Endurance
was able to begin marketing itself with confidence.
BRAND IDENTITY,
ADVERTISING, SIGNAGE
& ANNUAL REPORT
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
FGIC
In order to give traditional New York City financial conservatism a stylish twist and
create harmony with FGIC’s new interior design, CSA developed a program inspired
by the office’s curving walls. Using common materials in innovative ways added
value by providing a flexible wayfinding system that would accommodate staff
and office changes at minimal cost. The signs project a customized image and
effectively guide both visitors and employees. The design also addressed the newly
ratified ADA laws and ultimately earned CSA an Honor Award from the Society of
Environmental Graphic Design.
ARCHITECTURAL
GRAPHICS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
FGIC PUBLIC FINANCE
Owned by GE Capital, Financial Guaranty Insurance Company (FGIC) is an
insurer of municipal bonds, both newly issued and those traded in the secondary
market. When FGIC’s Public Finance group developed a new business strategy
and broadened its underwriting criteria, CSA created an advertising campaign
to announce the shift. To further increase brand awareness and introduce the
industry to Public Finance’s new positioning at trade shows and conferences, CSA
designed collateral pieces, including folders and signage, to work in conjunction
with the advertising, for an attractive, seamless communications suite.
ADVERTISING CAMPAIGN
& MARKETING
MATERIALS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
GRAMMY® AWARDS HOST COMMITTEE
To celebrate the 45th Annual GRAMMY® Awards, the New York City Host
Committee created a road map of the city’s musical sites to introduce visitors to
both well-known historical music sites as well as off-beat venues where music is
made every day. “The Music Trail” featured places of interest in all five boroughs,
ranging from Lincoln Center in Manhattan to the Doo- Wop Corner in the Bronx
to the Steinway Piano Factory in Astoria. To promote the program, CSA designed
print materials and an advertising campaign that encouraged visitors to “follow
the music” using public transportation. At the center of the campaign are images
that evoke classic New York experiences, such as taking the subway, crossing the
Brooklyn Bridge or riding the Staten Island Ferry.
“THE MUSIC TRAIL”
CAMPAIGN
GREYSTONE
Greystone is a financial services and trading company that finances and develops
multifamily housing and health care properties. To set them apart, CSA developed
a brochure that reflects the unconventional spirit and personality of the company,
as well as its impressive track record. The unorthodox theme, “A Different Breed,”
sets a daring creative direction, in stark contrast to the mundane, conservative
materials found in the industry at large. This colorful, whimsical approach, using
canine mascots and provocative copy, serves as a beacon to attract Greystone’s
ideal clientele: risk-takers who are willing to match Greystone’s creativity, drive and
sense of adventure.
CAPABILITIES BROCHURE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
GREYSTONE
The Greystone & Co., Inc and its affiliated companies’ Brand Identity is based on
a visual theme of simple typography, strong geometry, dynamic color, and iconic
photography. The universal square shape for the Greystone logotype and business
group signatures provides great flexibility and becomes a distinguishing format
when used in marketing materials. Further distinction for each business group is
identified through each individual and separate color.
BRANDING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
HARTFORD STAGE
Founded in 1963 and a winner of the Tony Award for Outstanding Regional
Theatre, Hartford Stage was in a position to attract more audiences not only within
the Hartford area, but also from New York, Boston, and even across the nation. The
new logo, based on the concept “Cast of Characters”, communicates originality,
energy and intelligence, but it’s as accessible as it is sophisticated, because it was
important that the theatre not feel too elitist for the local community. Launched
in conjunction with the theatre’s 40th anniversary in Spring 2003, the new identity
signaled something new and exciting was happening at the theatre.
BRAND IDENTITY
& MARKETING
COMMUNICATIONS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
HERMAN MILLER
The legacy of the Herman Miller company was carefully interpreted in the
design of its New York showroom. CSA helped create a space that would function
simultaneously as corporate office, sales environment and creative meeting area.
A repetitive pattern using the corporate logo animates the entrance and leads to an
interactive display system of modular components that present product samples,
materials and finishes. The visitor is exposed to the company’s latest products as
well as its classics, while being immersed in Herman Miller’s design philosophy.
SHOWROOM GRAPHIC &
PRODUCT DISPLAY
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
HIGH MUSEUM OF ART
Stylistically uniting their complex of buildings, while enhancing visitor experience,
was the goal of the environmental graphics project at the High Museum of Art
in Atlanta, Georgia. Recognizing the value of a smart signage and wayfinding
system, the High contacted us after a successful project at their sister campus,
the Woodruff Arts Center. The High is renown institution with an outstanding
collection over 11,000 works of art includes African art, American art, decorative
arts, European art, folk art, modern and contemporary art, and photography. The
project scope was large: encompassing exterior, interior, donor wall, administrative,
and ADA/regulatory signage for the entire complex, Meier Building, and the three
additional Renzo Piano additions.
ENVIRONMENTAL
GRAPHICS, SIGNAGE &
WAYFINDING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
HMV
The fast-paced and impulsive nature of music retailing demands a viscerally
engaging experience for a diverse clientele. When this is needed on a worldwide
basis, what guarantees brand consistency? For UK-based HMV, multicultural
codes and cues, packaged in a colorful vocabulary for signage and displays, work
effectively in all of its 275 stores worldwide, from Tokyo to New York to London.
The exhaustive product offering is made accessible by bold, eye-catching graphics
so that purchasing becomes an easy, fast and fun experience.
RETAIL BRANDING &
SIGNAGE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
HOTEL RAFAEL
For Hotel Rafael, CSA was able to link 3D and 2D design to achieve a seamless
brand voice. Taking cues from the hotel’s historic architecture, we took a quiet
approach to signage–both the numbers and the formats of the signs were kept to a
minimum. The same principle applied to the logotype: a strong, central R works as
a mono- gram and adorns everything from the swizzle sticks in the bar to canopies
over the front and side doors. Merging service with style, Hotel Rafael quickly won
a reputation as one of Munich’s finest luxury properties.
HOTEL GROUP IDENTITY,
COMMUNICATIONS &
SIGNAGE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
HOTEL RAFAEL
For Hotel Rafael, CSA was able to link 3D and 2D design to achieve a seamless
brand voice. Taking cues from the hotel’s historic architecture, we took a quiet
approach to signage–both the numbers and the formats of the signs were kept to a
minimum. The same principle applied to the logotype: a strong, central R works as
a mono- gram and adorns everything from the swizzle sticks in the bar to canopies
over the front and side doors. Merging service with style, Hotel Rafael quickly won
a reputation as one of Munich’s finest luxury properties.
HOTEL GROUP IDENTITY,
HOTEL BRAND,
COMMUNICATIONS &
SIGNAGE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
HOUGHTON MIFFLIN
This design program revolutionized children's textbooks and helped our client
garner 40% of the marketplace upon its introduction. "The Literature Experience"
was a new reading series that re-invented the category and set new standards
in a less-than-dynamic industry. Through our research to better understand the
audience, we recognized an opportunity to entice students and teachers through
design that was more reminiscent of commercial books than of textbooks. We
invited well-known aillustrators to design the covers and hired designers all over
the country to give the books an eclectic feel.
IDENTITY, TEXTBOOK
COVER DESIGN &
MARKETING COLLATERAL
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
ICF GROUP
International Contract Furnishings sought to determine how the brand equity of
its collection of companies – ICF, Nienkamper, Unika Vaev and Helikon – was
perceived by architects and designers, and how best to position the business
for growth. Establishing ICF Group as the umbrella brand, with the others as
a coordinated system of subbrands, provided a consolidated selling system.
Marketing efforts, including advertising, online promotions aand, ultimately, retail
stores – were all designed by CSA for maximum brand coherence. The result was
product line expansion and, more importantly, bottom-line success.
BRAND IDENTITY, SALES
TOOLS, ADVERTISING &
ENVIRONMENTAL
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
THE IMAGINE GROUP
Financial services holding company The Imagine Group approached CSA at the
close of its first year of business, seeking an annual report that would mark its
entrance into the marketplace. As a start-up specialty company, the first annual
report needed to be both eye-catching and businesslike. The founders wanted
a bold calling card, but they also needed a straightforward report with which to
communicate their financial statements. CSA responded with the concept, “An
Alternate Perspective,” and chose dramatic black-and-white landscape photography
from fine art – not stock – portfolios to give the piece simple sophistication with
an unexpected visual “twist.”
ANNUAL REPORT
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
THE JEWISH MUSEUM
In 1993, CSA worked with the Jewish Museum to create a visual identity. The
logo has become a recognizable icon on Museum Mile, and the strength of the
identity is a testament to the Jewish Museum’s success in adhering to CSA’s
design standards. Approaching its centennial year, the museum sought to refresh
its image and reinforce its position as a “museum of art and culture for all
people.” CSA developed a colorful new look and feel that it is stronger and more
contemporary. The editorial concept, “Art, Culture & ____” is succinct, versatile,
and easy to integrate. The new program economizes production, differentiates the
museum from other cultural institutions dedicated to Jewish heritage, and fuses
the best of the past with a vision for the future.
BRAND IDENTITY &
COLLATERAL SYSTEM
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
KEN BURNS’S “BASEBALL”
How do you leverage a landmark television series for maximum exposure so that
it can be licensed to other companies for product tie-ins and promtions? Ken
Burns’s Baseball presented an opportunity to extend the sense of history and pride
captured in this 18-hour miniseries. Ken’s passion for Americana inspired the
branded line of merchandise, which comprised videos, soundtracks, books and
collectibles, unifying the wide number of licensees, who ranged from
Bertelsmann to Elektra Records to Knopf.
BRAND IDENTITY
& MERCHANDISING
PROGRAM
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
LATHAM & WATKINS LLP
"Integration" was the buzzword that Latham & Watkins hoped to embody to clients
and prospects when it embarked on its rebranding effort. With a apositioning
based on youthful entrepreneurialism and business savvy, and typography that
is modern and unencumbered, the new identity works well in an international
arena. Created and launched in only four months, the complete program was
implemented in 24 offices with over 2,500 attorneys, and applied to a prolific
paperware and communications system that includes everything from seminar and
pitch materials to advertisements to brochures.
CORPORATE IDENTITY
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
LOS ANGELES COUNTY MUSEUM OF ART
For LACMA, the largest museum in the western U.S., CSA designed an exterior
and interior sign program for the new four-level, 15,200 square foot The Robert
O. Andersen Building, which more than doubled the major exhibition space and
added nineteen galleries. CSA made a strong visual statement to complement
the striking and innovative architecture, while creating a program that could
accommodate future expansion plans. In keeping with the style of the building,
fabrication materials included metal channel letters, etched and sandblasted glass,
sandblasted granite, silkscreen and cut plexi-glass letters.
ENVIRONMENTAL
GRAPHICS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
LEONARDO DA VINCI EXHIBIT
To promote Morgan Stanley’s sponsorship of Leonardo da Vinci, Master Draftsman,
an exhibition of drawings held at The Metropolitan Museum of Art, CSA developed
an integrated marketing and PR campaign. The theme, “Drawn by Curiosity,”
tied Leonardo’s unending pursuit of knowledge and discovery to Morgan Stanley’s
innovation and intellectual leadership. The event materials and outdoor advertising
gave way to a cohesive sponsorship campaign. Morgan Stanley was able to
maximize exposure for its sponsorship, ultimately driving bigger crowds to discover
da Vinci at the Met.
EVENT IDENTITY,
MARKETING COLLATERAL
& ADVERTISING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MALLIOUHANA HOTEL
The “Love Affair” concept employs romantic, provacative lanuage to describe
a serious love affair – not with a person, but with hotel Malliouhana. The
Malliouhana experience contains the qualities that one looks for in a mate—
passion, intimacy, trust, poise, grace. But here it’s passion for fine French
cuisine. It’s devotion by the staff and the guests alike. It’s intimacy created by the
accommodations. It’s the grace of the sunset, the ocean, and the architecture.
BROCHURE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MACMILLAN MCGRAW-HILL
A dynamic visual solution for Macmillan/McGraw-Hill’s reading textbooks, in which
bold white backgrounds enhance vivid illustrations across 32 individual titles,
created a signature product brand. The program stood in marked contrast to the
competition, propelling it to number one in the children’s education market.
EDUCATIONAL WRITING
SERIES
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MUSEE DU LOUVRE
After winning a coveted international competition to design a signage system
for the Musée du Louvre, CSA awoke to the daunting task of moving millions
of international visitors through one of the world’s most complicated museums
while respecting the contrasting architectural styles of I.M. Pei’s pyramid and the
original 16th-century palace. Echoing Paris’s own arrondissement (neighborhood)
system, a numbered plan was created that, when keyed to a handheld paper guide,
accommodates the constant relocation of the museum’s collections and has made
the museum accessible to more than 60 million visitors since its design over a
decade ago.
ENVIRONMENTAL
GRAPHICS & WAYFINDING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MIHO MUSEUM
The Miho Museum is a dream realized by the Shumei family, which is driven by
the belief in the power of art and beauty to enrich one’s life and nurture the soul.
To celebrate I.M. Pei’s brilliant creation, CSA designed commemorative materials
for the Miho Museum’s opening ceremonies in Shigaraki, Japan. Our design work
began with the opening invitation, which was influenced by traditional Japanese
silkscreen ink painting, and extended to a commemorative book that introduced
the museum and a guide to help visitors find their way through the complex. In
addition, an elegant keepsake book was created as a gift for special guests at
the opening.
OPENING INVITATION,
MUSEUM GUIDE &
BROCHURE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MORGAN STANLEY
Carbone Smolan Agency’s long-standing relationship with Morgan Stanley has
resulted in many projects throughout the years, but none so far-reaching as their
identity. The Morgan Stanley identity system has two components: the refreshed
logotype and the vibrant brand pattern. The new logotype gives Morgan Stanley a
modern, refreshed look.
BRANDING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MORGAN STANLEY EVENTS
Following the launch of Morgan Stanley’s new brand image, the firm needed a
tailored, consistent communications program for its Institutional Services and
Corporate Events group to promote the over 350 global events Morgan Stanley
sponsors annually. CSA developed a three-tiered system and created a unique,
fresh look for each category. Within one year, the new hierarchy of communications
streamlined production, reduced costs and was enthusiastically adopted by 99% of
the internal business groups.
EVENTS SYSTEM
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MORGAN STANLEY MUTUAL FUNDS
Morgan Stanley Mutual Funds needed an engaging way to promote house funds
while educating its sales force. Playing to the young, eager brokers' innate sense
of competition, we devised a three-tiered memory game, devoting each level
to a unique aspect of the fund. Finding a match among the images yielded a
factoid about the fund, successfully combining fun with function. The interface
was designed to be compelling, educational and aligned with the Morgan Stanley
corporate brand.
GLOBAL DIVIDEND
GROWTH MUTUAL FUND
CHALLENGE GAME
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MORGAN STANLEY CLIENT ONE
To upgrade its high net worth communications program, Morgan Stanley wanted
to build on its "one client at a time" positioning by adding an element of
sophistication. After the name “ClientOne” was chosen, CSA incorporated the
new moniker into a clean, crisp design platform accented with colorful conceptual
illustrations. Central to the design is a sub-brand designed to evoke the circular
quality of Morgan Stanley's client-driven process, and the ongoing, reciprocal
nature of client relationships. The pieces work both as a system and individually,
and maintain the integrity of the existing Morgan Stanley brand guidelines.
The pilot program was so successful that Morgan Stanley recently decided to
implement ClientOne to a broader retail audience.
HIGH NET WORTH
COMMUNICATIONS
PROGRAM
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MORGAN STANLEY RECRUITING
When Morgan Stanley decided to focus on attracting new talent, CSA developed
a strategy whereby students could self-identify with a series of statements
emphasizing the attributes that Morgan Stanley values: leadership, excellence and
creativity. The culminating question was “Are you Morgan Stanley?” Oversized
handouts, which doubled as advertising inserts for college newspapers, featured
portraits of would-be recruits against a bustling city background. A section of the
corporate website tied into the campaign’s theme and instead of the usual pencils
or coffee mugs, Morgan Stanley invited recruits to “Tune In” by giving away iTunes
gift cards worth five free songs.
RECRUITING CAMPAIGN
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
PS 32/MORGAN STANLEY
In August 2005, Morgan Stanley and CSA joined forces to bring nature to an
urban elementary school in the Bronx. Morgan Stanley donated the materials
and sent its new recruits to paint, while CSA designed the mural and managed
the project. With over 70 people painting at once, CSA considered the technical
requirements early in the concept phase. Areas of solid color with clearly defined
outlines were essential to maintaining a singular vision for the mural. The result:
bright, modern forms that captured the imaginations of its young audience, many
of whom wrote notes to express their appreciation.
MURAL FOR PS 32
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
MUSEUM OF MODERN ART
In 1984, MoMA embarked on a major architectural expansion. CSA created an
exterior and interior sign program that reflected the museum's new architectural
personality. A row of poster kiosks provided a sculptural introduction to the
museum and donor signage greeted visitors at gallery entrances. Painted fiberglass
sign bands with brushed aluminum letters identified the major galleries, museum
shops and theaters. Even code and regulatory signs were elegantly designed
and integrated into the architecture. The signage system worked so well that it
remained in place until the next expansion, almost two decades.
ENVIRONMENTAL
GRAPHICS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
NEO
The Simpson Paper Company, a leading manufacturer of recycled papers, launched
NEO as the premier publication of its marketing program targeting the design
community. In CSA’s vision, the dialogue between alteration and preservation
is driven by a striking selection of spokespeople and landmarks. Working with
creative individuals such as performance artist Laurie Anderson, fashion designer
Gene Meyer and special effects wiz Robert Greenberg, CSA crafted a provocative
design that moves easily between past to present with energy and intelligence.
MAGAZINE DESIGN
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
Nizuc, located on Mexico’s Mayan Riviera, is an exclusive resort property and
private residences which incorporates world class architecture and design, respect
for and preservation of the natural landscape, while delivering a level of service,
hospitality and warmth that redefines luxury. What began as a vision born from
developer Alan Becker has been given life through the collaboration of hospitality
visionary, Adrian Zecha, hospitality management group GHM Hotels, celebrated
architect of Jean-Michel Gathy, and CSA.
CSA created a luxury brand identity that distinguishes Nizuc from other world-
class destinations that will appeal to elite investors, travelers and luxury -
residence buyers, while earning the support and respect of the local community.
Nizuc yields an aesthetic that is modern yet timeless, dynamic yet subtle
which CSA has captured through every touch point to ensure a seamless brand
experience.
BRANDING
NIZUC
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
NONESUCH RECORDS
An award-winning CD packaging system for the Nonesuch Records film soundtrack
series features legendary composers George Delerue, Alex North, Leonard
Rosenman and Toru Takemitsu. The covers evoke the essence of the cinema
through immediately recognizable film stills. The series complements other
packaging created by CSA for the Nonesuch product line, which ranges from
classical to pop.
PACKAGING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
NEW YORK BOTANICAL GARDEN
The Everett Children’s Adventure Garden at The New York Botanical Garden is the
largest facility of its kind, comprising a 12-acre indoor/outdoor science museum
and 40 discovery activities. In redesigning the Garden, CSA developed a plan that
turns visitors into “explorers” and helps them use their tools to seek out plant
science information. The new program, which combines brightly illustrated signs
with easy-to-understand text, educates through interaction, providing hands-on
activities that engage all five senses and allow children to discover the wonders of
the natural world independently.
INTERPRATIVE SIGNAGE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
OXO
OXO was founded in 1990 on the philosophy of Universal Design, which is
the concept of designing products that are easy to use for the largest possible
spectrum of users. When OXO decided to launch a mid-priced line of products
to be sold at discount retailers, the company approached CSA to design hang
tags and other packaging elements. The challenge was two-fold: The small but
significant tag had to reflect OXO’s core brand and signal a lower price point at
the same time.
PRODUCT PACKAGING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
To inspire and energize financial advisors to sell the Mitchell Hutchins Strategy
Fund, CSA offered the sales force an integrated sales package that works like a
flexible set of tools. Visually explosive graphics, including a sizzling color palette
and futuristic linear imagery, communicated the product’s breakthrough nature.
The subsequent sales effort achieved the largest gathering of assets for any open-
ended mutual fund – $2.1 billion in 30 days.
MARKETING MATERIALS,
ADVERTISING, DISPLAYS &
INVITATION
PAINE WEBBER
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
Peninsula Papagayo, located on the northwest coast of Costa Rica, embodies
the unique blend of luxury and hospitality surrounded by the native ecology of
the Guanacaste Region. Through a deep understanding of the developer’s vision
and mission, CSA created a Brand Spirit book. It includes the positioning of the
development, “A Collaboration with Nature,” while establishing the core graphic
tools for communications. This book clearly articulates the brand promise and
provides the standard that investors, guests, and the community at large expect
from this five-star destination.
BRAND SPIRIT BOOK
PENINSULA PAPAGAYO
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
When an acclaimed cultural institution undertakes an architectural expansion, the
problem of designing a sign program is clear: how to continue the tradition and yet
respond to the new environment. In designing an exterior and interior sign program
for the Pierpont Morgan Library in New York, our challenge was to integrate
the signs with the elegant and contemporary architectural renovation, while still
respecting the classical style of the intimate landmark building. Our program
of handcrafted signs, precisely located, directs visitors through the collection,
identifies specific exhibition and acknowledges benefactors. The total number of
signs is kept to a minimum, providing a delicate accent to the new addition and
existing architecture.
ENVIRONMENTAL
GRAPHICS
THE PIERPONT MORGAN LIBRARY
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
PUBLICIS
Publicis in the US, part of the Paris-based Publicis Groupe SA, the world’s third-
largest communications company, wanted to illustrate its entrepreneurial spirit
and creative passion for building clients’ brands and businesses. Rather than a
portfolio showcasing recognizable, high-profile client work, CSA suggested a visual
journey through Publicis’ creative process. The theme, “Putting Life on Mars,”
takes the viewer through a series of unexpected visual relationships and verbal
twists. The brochure boldly features Publicis’ signature color – red.
CAPABILITIES BROCHURE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
PUTNAM INVESTMENTS
CSA’s analysis of The Putnam Companies’ communications program revealed
the need for fundamental changes in how they sold their products and services,
including changing the name of the company. An optimistic, informative and
unintimidating selling system for Putnam Investments demystified the investment
process for consumers while building trust in financial advisers. As a result,
Putnam captured record sales and growth, moving its ranking from 16th to 4th
in the industry. The program set a new standard, taking Putnam from a relatively
small player to a major financial brand.
BRAND STRATEGY &
SALES MATERIALS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
QUICK & REILLY
When Quick & Reilly, the company that invented discount brokerage, was
acquired by Fleet Bank in 2000, it gained a substantial parent and a-mandate to
reevaluate and grow its already successful brand. Selected as agency of record for
communications, CSA developed a positioning that would establish Quick & Reilly
as the customer-centric provider of financial information. Packets sent to clients
are completely customized – binders collated with individual “units” of information
reflect each client’s specific needs and interests. The new brand personality,
enhanced by a rich color palette and conversational editorial voice, extends into
newly designed retail branches.
BRAND ARCHITECTURE &
COMMUNICATIONS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
SAN FRANCISCO INTERNATIONAL AIRPORT
In 1980 the San Francisco Airports Commission entered into collaboration with
the Fine Arts Museums of San Francisco to create a museum program at the San
Francisco International Airport. After a successful first year, the Airport Bureau of
Exhibitions and Cultural Education was created to curate exhibitions that would
capture the unique pluralistic culture of the San Francisco Bay Area and humanize
the airport environment. The program now produces over forty exhibitions each
year in eight gallery spaces within four airport terminals. To compliment the
exhibits, CSA designed a collection of “postcard” catalogs, highlighting certain
exhibits, which were dedicated to topics ranging from taxicab memorabilia to
African textiles.
EXHIBITION COLLATERAL
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
SESAME WORKSHOP
Research showed that Children’s Television Workshop (CTW) was often confused
with PBS. With a powerful global brand like Sesame Street in its portfolio,
CTW sought to enhance the public’s understanding of its brand while building
on its reputation as an organization synonymous with children, education and
fun. Renaming CTW Sesame Workshop combined all the best qualities of an
organization known for inventing a new paradigm in children’s entertainment. A
parent- and kid-friendly identity was created and a cohesive branding program
strengthened the power of the brand across its 200 licensees, and provided for
translation across all media: merchandising, interactive, trade shows, advertising,
communications and on-air programming.
BRAND IDENTITY &
INTERACTIVE MEDIA
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
SKADDEN ARPS
When Skadden Arps, the only law firm with revenues exceeding a billion dollars,
needed a novel recruiting effort that accurately portrayed the firm’s unique
assets—it’s legal talent—CSA responded with Meet Skadden Arps. Playing off the
names of celebrities and cultural icons, a new brochure “introduced” members
of the firm to potential recruits. The understated presentation enhanced this
whimsical twist, quite unexpected from one of the world’s toughest corporate law
firms. A ripple effect caused other major law firms to think about branding,
starting a revolution within the legal industry.
RECRUITING CAMPAIGN
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
SPA FINDER
Capitalizing on baby boomers’ focus on health, spirituality and fitness, an
entrepreneurial travel agency specializing in spa vacations wanted to turn its
annual directory into a newsstand-quality magazine. CSA’s elegant new wordmark
became more than just a masthead, extending the Spa Finder brand into new
venues such as a television show, website and credit card, as well as advertising
and direct marketing promotions. The design and personality of the magazine,
which set the tone for the brand, was an immediate success, selling out across
4,000 major bookstores and newsstands in the US.
EDITORIAL DESIGN,
ADVERTISING &
CREDIT CARD
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
SPENCER TRASK
Over a century ago, Mr. Spencer Trask sought out and financed the brightest ideas
of his day, including the very symbol of a good idea—Thomas Edison’s electric
light bulb. Today, Spencer Trask Ventures is a leading private equity investment
firm whose goal is to be the investment partner tof choice for both high-caliber
entrepreneurs and angel investors seeking to make innovations and proprietary
technologies a market reality. A powerful wordmark and a no-nonsense brand voice
across a wide range of media invite those not faint of heart to sign on.
IDENTITY, MARKETING
MATERIALS &
ENVIRONMENTAL
GRAPHICS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
SPRINGERS
A retailer’s identity has to capture the variety and strength of the company while
conveying a distinct image to its target audience. When John and Judy Springer
came to us for an identity for their three-year-old company, they needed a high
profile image to reflect their broad selection of classic, upscale fashions, without
signaling one designer or trend. And this singular image had to be designed
within a modest budget. Our solution was to create a comprehensive program
of signature graphics for Springer’s, including a logotype, advertising, signage,
and packaging, which gives the business a distinctive place in the market. The
Springers’ investment in design has been a valuable investment in the future of
their business.
BRAND IDENTITY,
PACKAGING &
ADVERTISING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
STEUBEN
For nearly 100 years, Steuben Glass had represented the epitome of American
crystal. The brand, however, had aged along with its clientele. In spite of a Fifth
Avenue flagship store and an elite clientele, their understated retail presence
didn’t play to a broader, younger audience. In conjunction with the development
of new product lines we modified the identity to provide a more modern signature
for the company and developed new packaging to signal a renaissance of the
brand. The new product line and refreshed packaging succeeded in attracting a
new clientele and raised brand awareness within the industry, giving Steuben the
rebirth that will propel the company well into its second century.
NAMING, LOGOTYPE &
PACKAGING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
ST. REGIS HOTEL
As the St. Regis Hotel prepared to reopen in 1991 following an extensive
renovation, they contacted CSA to produce a promotion that reflected the elegance
of the hotel itself. To remind the five-star traveler of the hotel’s history, a book was
designed featuring vintage photographs of the hotel in its original fashion, as well
as images of the restoration-in-progress. Through this commemorative book, the
St. Regis was able to preview its completion and provide a tangible promise to its
customers of the luxury yet to come. It was a key element in the renaissance of a
hotel that remains a New York exclusive.
PROMOTIONAL MATERIALS
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
TAHARI
When Tahari approached CSA with the challenge of refreshing its 23-year-old logo,
the company had already gone through several logo exercises and considered a
range of typefaces. The name Tahari has many positive attributes — it has an
exotic, global ring that could be Japanese, Italian, and Middle Eastern. Rather than
overhaul the existing identity, CSA recommended modernizing the original mark
to build on its strengths and capitalize on its equity in the marketplace. Subtle
design modifications made the letterforms more distinct, easier to read and more
scalable for increased usage.
LOGO DESIGN
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
THOUSAND WORDS
Thousand Words, a start-up independent production and finance company,
provides tomorrow’s talented filmmakers with an alternative to traditional
Hollywood moviemaking. Referencing the ancient art of image making, an invisible
hand makes a rubbing of a petroglyph and then blows away the dust to reveal a
figure in the center of a red spotlight, animating the company’s new logo on film.
Only two years after its launch, the company’s first film, Requiem for a Dream,
earned an Oscar nomination.
IDENTITY
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
TIFFANY & CO.
When Tiffany & Co. made its merchandise available to a broader audience through
select retailers around the world, the company wanted to ensure Tiffany quality in
presentation as well as product. By developing an elegant modular display system,
CSA strengthened and protected the Tiffany brand name internationally.
GLOBAL DISPLAY SYSTEM
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
V-TECH
CSA was commissioned to concept and implement print advertising for V-Tech’s
educational toys. The product focus was segmented into two groups, pre-school
and K-3. The audience was parents and the ads were placed in publications such
as Parents and Child. CSA identified and art directed the illustrator, David Kirk,
before he achieved fame with Miss Spider’s Tea Party, to bring the concept of
fantastic learning to life. The ads gave V-tech a strong voice and focused visual
position in the competitive, complex category of educational toys and a significant
head start in the “edutainment” market.
ADVERTISING CAMPAIGN
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
VINSON & ELKINS
For V&E, CSA identified three attributes that the firm could “own”: Expert,
Entrepreneurial, and Collegial. Because V&E is the world’s leading energy firm, the
idea of Energy as a unifying theme—not just a practice—took hold. We introduced
new usage logo guidelines that streamlined and strengthened the identity. To
further convey the sense of energy, the firm adopted a new color palette and
several unique graphic elements: a “glowing” treatment that imbues each piece
with depth, a framing device that helps focus or “harness” the firm’s energy,
and intersecting beams that add dimension. Finally, the firm’s editorial voice was
transformed to a clear, simple, down-to-earth tone, reflecting the collegial way that
the firm's attorneys actually talk to each other and their clients.
Brand Strategy & Visual
Identity
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
VINSON & ELKINS
A Spartan architecture and a bold color choice gave way to a striking yet simple
website for Vinson & Elkins LLP. While the homepage boasts saturated color,
most of the rest of the site uses generous white space to create an open, airy
feel. The content, which we edited mercilessly, stands unencumbered by graphics,
and we consolidated information and grouped user utilities, such as the search
function and navigation, into static “zones” for a consistent and streamlined user
experience.
WEBSITE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
WELCOME HOME
Welcome Home, a private residence vacation club, needed a graphic identity and
sales brochure to jump-start its marketing efforts. CSA facilitated dialogue that
revealed the new company’s brand attributes, forming the basis for the look and
feel. The simple identity suggests a quiet confidence and elegance that bespeak
the caliber of destinations available to members, while the bright color palette and
vibrant photography tell the story of warm homes ready for guests on vacation.
BRAND ARCHITECTURE,
SALES, CLIENT
COMMUNICATIONS &
WEBSITE
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
IDENTITY
WHITE HOUSE MILLENNIUM COUNCIL
The White House Millennium Council was created to encourage Americans
to celebrate achievements of notable Americans, initiate and highlight local
millennium projects, and to stimulate private fundraising efforts to preserve
America’s heritage. Selected by the Executive Office of the President from a
group of design firms across the country, CSA’s objective was to create an identity
that would link diverse projects over three years with the theme “Honor the Past,
Imagine the Future.” In the spirit of democracy, CSA’s entire studio participated in
the project.
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
W.L. GORE
W.L. Gore & Associates, Inc. has the technical superiority to make ingredient
products for a wide range of industries from medical, to military to leisure. To
help translate the science within the products into a visible and understandable
expression of the brand, Gore assembled a creative and visionary team of
designers, fabricators and architects. CSA led the design and development of
Gore’s new showroom to be known as the Gore Capabilities Center. The Center
successfully presents complex scientific information in a way that is compelling
and accessible to a wide audience.
EXHIBITION
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
ENVIRONMENTAL
GRAPHICS &
WAYFINDING
WOODRUFF ARTS CENTER
Realizing the need to shift the paradigm of the role of a cultural institution and
what it offers to its community, the Woodruff Arts Center fashioned itself as an
“urban village” campus and an anchor for the city of Atlanta. Our environmental
graphics and wayfinding system design occurred during an ongoing expansion
led by architect Renzo Piano, which included addition of 226,000+ square
feet of space and new facilities. It became vital that the new system unify the
campus in order to enhance the visitor experience. To that end, we developed
designs covering main identification, vehicular directionals, pedestrian orientation,
information kiosks, informational signage, donor signage and refurbishing of
existing dimensional letter signage. This also included detailed plans for all sign
types, determining scale, color, typography, materials, lighting, finishes, fabrication
and installation.
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
SIGNAGE SYSTEM
THE WORLD BANK
CSA was asked to create an effective signage and wayfinding system for the World
Bank’s 1,200,000 square foot main complex in Washington, D.C. The program
had to anticipate applications that were years from realization, and provide
enough flexibility to make the adjustments as the project progressed. CSA’s "zone"
plan was based on the pinwheel footprint at the center of the World Bank’s four
buildings, and complemented the building’s "super system" with diagrammatic
maps located at primary orientation points. Our solution maintains an artistic
sensibility to the architectural design and footprint, and is accessible to the public,
as well as over 5,000 multi-national employees.
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
TAUBMAN
BRANDING Taubman, one of the nation’s top retail mall developers with a growing international
presence, looked to Carbone Smolan Agency to update its 50-year-old logo and
identity. Appealing to Taubman’s fashion-forward clientele, CSA’s new designs
include a refined logotype, fresh color palette and bold approach to imagery.
The resulting materials, from stationery to brochures to website, debuted at the
International Council of Shopping Centers convention and convey Taubman’s
reputation for quality, productivity and execution.
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
AETHER
BRANDING Aether Apparel, a new line of adventure sportswear inspired by a life spent
outdoors, aims to appeal to the outdoor enthusiast who needs the function of
performance garments, but who desires a more sophisticated form. CSA designed
the brand’s logo to appeal to this demographic and to reference the word itself,
Aether, meaning “the heavens”. After creating the mark, which evokes infinity and
clouds circling a mountain peak, CSA designed interior and exterior garment tags
and a website featuring dramatic outdoor photography and a sleek, flash-based
user interface.
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
The W New York Downtown was looking to bring a new sense of cool to the
residential market of downtown New York. Inspired by the sleek angular style of
the unique interiors, CSA created a comprehensive package of sales collateral,
stationery, website, outdoor display signage, and advertising. This campaign let
the target audience of young professionals experience the project well before
it was built.
BRANDING
W NEW YORK DOWNTOWN
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
Hofstra Law School contracted CSA to increase their presence in the crowded
arena of New York area law schools. Built around the theme “Impact,” the brand
identity uses a strong color for all collateral materials, complimented by a broad
range of bold graphic elements. This graphic system makes Hofstra Law easily
distinguishable from the competition and instantly recognizable. Using this
program, Hofstra Law reinforces the message of the real impact that their faculty
has every day in the field of law.
BRANDING
HOFSTRA
BRANDING
ANGST
Angst, once the premier luxury hotel destination in Europe, will again capture
the imagination of elite travelers to the Italian Riviera. And, for the first time, this
discerning clientele will also have the opportunity to purchase one of this historic
property’s exclusive residences.
Angst Hotel and Residences will introduce world-class living, service, design,
and amenities in a uniquely modern setting, within a beautifully-restored 19th
century building.
BRANDING
ROMANTICWater Sand Stone
hidden treasures
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
CANON
CSA created a brand identity and marketing campaign for ZEST (an imaginary
bakery and café) to demonstrate the creative possibilities that can be achieved
on the new Canon imagePRESS C1+. CSA’s 36 page brand spirit book for ZEST,
full of everything lemon, demonstrates the outstanding color, wide range of paper
options, integrated bindery and even clear toner, that can now be combined to
create offset-quality effects in-house. All of this learning was repackaged by CSA
into a complete selling system for the C1+, to educate and energize the sales
force, ushering in a new era of in-house print technology.
BRANDING
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
cafe & bakery
22 WEST 19TH STREET, 10TH FL NEW YORK, NY 1001 1-4202
T 212.807.0011 F 212.807.0870 W W W.CARBONESMOLAN.COM
AMERICAN EXPRESS PUBLISHING
To stand out in a crowded marketplace, American Express Publishing needed
a new recipe for a great cookbook series. They came to CSA for a fresh approach
and asked us to take the cookbooks from concept generation through art-direction,
design, and production. “Great Desserts” and “Great Recipes for Weekends” are
more than cookbooks. In each, the recipes are placed in the context of a time and
place for enjoying the food. A happy marriage between design and editorial, the
produced books are now collector’s items.
BOOKS & PUBLICATIONS
top related