Andresen
Overview
At Andresen Digital, my role as a brand designer sparked a new refresh in their brand identity, merging my dual passions for cutting-edge technology and the captivating world of entertainment media.
Andresen Digital's brand story is steeped in a rich legacy spanning 75 years, tracing its roots to the pioneering era of hot metal typography. Founded by a visionary typographer, the studio emerged as a trailblazer in early advertising within California's vibrant landscape, leaving a mark on the iconic typography on records for Warner Bros and Motown. I meticulously crafted an engaging timeline, weaving together milestones and achievements, celebrating the studio's rock star history.
A bespoke Meet & Greet presentation became the cornerstone of our strategy to engage both agency and in-house entertainment clients. A shift in their brand activation tactics allowed Andresen to resonate with a new audience.
My goal was to streamline our services by refining our mission statement and reinforcing our brand values to align seamlessly with our evolving goals. I worked to unity our 3D and 2D production teams, employing visual systems to vividly depict our workflow. This collaborative effort not only enhanced internal cohesion but also presented a clear and unified front to our clients.
Leveraging the unique capabilities of the web, I crafted a captivating online space that seamlessly showcased the breadth of Andresen's portfolio while weaving an immersive story. I implemented a new collage system, unifying diverse media adaptations into visually striking galleries. This endeavor included skillfully curating their portfolio, diving deep into Andresen's rich archives to encapsulate their evolution and expertise across work for entertainment clients like Amazon Prime.
Drawing inspiration from the 24-hour shifts in the California sun as it falls upon metal tones, I curated a palette that paid homage to the studio's hot metal legacy. Each color in this vibrant spectrum infuses warmth and dynamism into the brand's visual identity. This palette imbued their creative assets with a sense of unmistakable Californian spirit.
With a leadership focus on providing clear direction, I articulated four distinct visual attributes — premium, innovative, efficient, and evolving — to guide the team's creative vision. Ensuring a unified approach, I established a framework that encapsulated these qualities, empowering the team to align their work seamlessly with the brand ethos.
New photography tools also served as a cornerstone for maintaining consistency across diverse sets of images, guaranteeing a cohesive visual language that resonated with the brand's identity and values.
