Verizon
Global brand identity refresh for Verizon that was launched in June 2024. Concepted and designed in collaboration with Turner Duckworth and Verizon’s marketing team.
The glowing “sun” V reflects back on Verizon’s name—a portmanteau of veritas and horizon.
The identity featured an updated photography style and color palette that was combined with bold typography.
The refresh was also applied across all of Verizon’s B2B segment as well.
“Verizon is a strong, trusted brand that plays a critical role in people’s lives, but most of what we do is often invisible and behind the scenes. We want to make the invisible, visible.”
—Verizon CMO, Leslie Berland
The ‘V’ also becomes a portal into the world of Verizon by highlighting all of the things Verizon has to offer.
A new TV spot created by Ogilvy features Verizon’s long running “Can You Hear Me Now” tagline and highlights the fact that Verizon offers everything consumers need in the moment.
Agency:
Turner Duckworth SF
Client:
Verizon
Sector:
Tech
Type:
Brand Identity
Role:
Senior Designer
Press:
Ad Age
Adweek
Fast Company
Creative Bloq
USA Today
The Verge
Turner Duckworth SF
Client:
Verizon
Sector:
Tech
Type:
Brand Identity
Role:
Senior Designer
Press:
Ad Age
Adweek
Fast Company
Creative Bloq
USA Today
The Verge
Challenge:
Reposition Verizon in a way that modernizes the brand while also preserving its heritage and showcasing all of its current product offerings. As a data, content and network provider, how can we make the invisible, visible?
Insight:
During consumer testing, there was 99% brand recognition but only 30% of people were able to recognize the existing checkmark icon that was designed by Pentagram as belonging to Verizon.
Solution:
The existing wordmark and check icon was replaced with an updated glowing ‘V’ lettermark and updated wordmark that better captured the energy and spirit of the brand. New graphic patterns, a refreshed color palette and photography style supplemented the new visual brand language while remaining grounded in Swiss Modernism. The new branding pulls inspiration from the company’s heritage while infusing the energy, vibrancy, and experience of life powered by everything Verizon offers.
Result:
The new mark and identity injects new life, energy and flexibility into a brand that had become outdated, unrecognizable and constrained.
Reposition Verizon in a way that modernizes the brand while also preserving its heritage and showcasing all of its current product offerings. As a data, content and network provider, how can we make the invisible, visible?
Insight:
During consumer testing, there was 99% brand recognition but only 30% of people were able to recognize the existing checkmark icon that was designed by Pentagram as belonging to Verizon.
Solution:
The existing wordmark and check icon was replaced with an updated glowing ‘V’ lettermark and updated wordmark that better captured the energy and spirit of the brand. New graphic patterns, a refreshed color palette and photography style supplemented the new visual brand language while remaining grounded in Swiss Modernism. The new branding pulls inspiration from the company’s heritage while infusing the energy, vibrancy, and experience of life powered by everything Verizon offers.
Result:
The new mark and identity injects new life, energy and flexibility into a brand that had become outdated, unrecognizable and constrained.
Be A Boss
Inspired by my passion for guitar and music, I created a self-initiated campaign for BOSS—the industry leader in guitar pedals and effects whose products have been used by some of most famous artists and musicians of all time.
The Campaign
Featuring iconic musicians known for using BOSS pedals,
“BE A BOSS” highlights the way each guitarist shapes
and controls their own signature sound through the
different combination of pedals they choose.
“BE A BOSS” highlights the way each guitarist shapes
and controls their own signature sound through the
different combination of pedals they choose.
The secondary tagline “More________.” promoted the
idea that you can never have enough effects.
idea that you can never have enough effects.
Custom type treatments were combined with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.
Color & Typography
The color-coded system assigned each individual pedal to a separate hue. Highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.
Neue Haas Grotesk by Christian Schwartz was chosen for its precise clarity and to reflect the utilitarian functionality of the pedals themselves.
Neue Haas Grotesk by Christian Schwartz was chosen for its precise clarity and to reflect the utilitarian functionality of the pedals themselves.
The campaign utilized a flexible grid system.
Motion
The motion system brought the typography to life,
simulating a kinetic, visual representation of each
pedal effect.
simulating a kinetic, visual representation of each
pedal effect.
OOH
Social
Print
TV End Card
Agency:
Brian Biles Design
(Personal Work)
Client:
BOSS
Sector:
Music
Type:
Campaign
Role:
Art Director
Designer
Copywriter
Motion
Brian Biles Design
(Personal Work)
Client:
BOSS
Sector:
Music
Type:
Campaign
Role:
Art Director
Designer
Copywriter
Motion
This was a self-initiated personal project inspired by my passion for guitar and music.
Challenge:
Guitar sales are down and guitar-based music is being challenged by the popularity of new music genres. BOSS pedals needed to create a campaign that generated excitement and re-captured the iconic and innovative spirit of the brand as well as their diverse lineup of products.
Insight:
Guitar players are addicted to collecting pedals and can never have “enough.”
Solution:
“BE A BOSS” is a campaign that highlights the way each guitarist shapes and controls their own signature sound through the different combination of pedals they choose. Informed by the insight that guitarists love to collect pedals, a secondary tagline “More________.” promoted the idea that you can never have enough effects.
Visually striking, animated posters combined custom type treatments with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.
Neue Haas Grotesk typeface by Christian Schwartz was chosen to reflect the utilitarian functionality of the pedals themselves while highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.
Finally, the campaign also uses photos of real musical bosses—iconic artists and musicians known for using BOSS pedals.
Result:
The campaign is both a celebration of the past and a look towards the future—empowering customers to take control of their creative and musical destinies.
Challenge:
Guitar sales are down and guitar-based music is being challenged by the popularity of new music genres. BOSS pedals needed to create a campaign that generated excitement and re-captured the iconic and innovative spirit of the brand as well as their diverse lineup of products.
Insight:
Guitar players are addicted to collecting pedals and can never have “enough.”
Solution:
“BE A BOSS” is a campaign that highlights the way each guitarist shapes and controls their own signature sound through the different combination of pedals they choose. Informed by the insight that guitarists love to collect pedals, a secondary tagline “More________.” promoted the idea that you can never have enough effects.
Visually striking, animated posters combined custom type treatments with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.
Neue Haas Grotesk typeface by Christian Schwartz was chosen to reflect the utilitarian functionality of the pedals themselves while highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.
Finally, the campaign also uses photos of real musical bosses—iconic artists and musicians known for using BOSS pedals.
Result:
The campaign is both a celebration of the past and a look towards the future—empowering customers to take control of their creative and musical destinies.
Überliss
Brand identity refresh and package design for Überliss—a vegan and cruelty-free haircare company specializing in creating products that deliver amazing shine, softness, and silkiness all while showcasing exotic and natural ingredients with the help of cutting edge research. Designed in collaboration with FormNation.
Previous Branding
Inspiration
Explorations
Logo
To preserve brand equity and recognizability, we opted to retain and slightly modify the existing custom wordmark.
To ensure visual contast, the wordmark was placed inside a frame by using lowercase and opening up the tracking. Adjustments were also made to the diacritical marks for visual uniformity. The new emblem allows for more flexibility while retaining the character of the original logo.
To ensure visual contast, the wordmark was placed inside a frame by using lowercase and opening up the tracking. Adjustments were also made to the diacritical marks for visual uniformity. The new emblem allows for more flexibility while retaining the character of the original logo.
Website
The responsive website prioritized usability and functionality through clean, grid-based design and typography.
Typography & Color
LL Brown is a contemporary, geometric, sans serif by Lineto and was chosen for its legibility and elegant sophistication.
A black and white color palette introduced an elevated high fashion aesthetic and a timeless stylishness.
A black and white color palette introduced an elevated high fashion aesthetic and a timeless stylishness.
The Patterns
Using paint, I created a series of handmade patterns. The patterns have a playful rebelliousness and the viscous nature of the paint also reflected the nature of the products themselves.
Using paint, I created a series of handmade patterns. The patterns have a playful rebelliousness and the viscous nature of the paint also reflected the nature of the products themselves.
The System
Keeping all the typography within a left justified fixed frame, the interchangeable patterns were used to define each separate product line. This flexible system was designed to be customizable for future releases, allowing the brand to grow and expand.
The Maintenance Collection
The Keratin Collection
The Bond Collection
Social
Print & Collateral
Tradeshow
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Advertising & OOH
For the campaign, stylish and minimal art directed photography placed emphasis on the products and patterns.
Agency:
FormNation
Client:
Überliss
Sector:
Health & Beauty
Type:
Brand Identity
Role:
Lead Designer
Team:
Jan Habraken, CD
Lotte Van Velzen, AD
Alissia Melka-Teichroew, Styling
Lisa Klappe, Photography
Press:
Computer Arts Magazine
Brand Magazine
The Dieline
Wallpaper
Graphic Design USA
iDN
FormNation
Client:
Überliss
Sector:
Health & Beauty
Type:
Brand Identity
Role:
Lead Designer
Team:
Jan Habraken, CD
Lotte Van Velzen, AD
Alissia Melka-Teichroew, Styling
Lisa Klappe, Photography
Press:
Computer Arts Magazine
Brand Magazine
The Dieline
Wallpaper
Graphic Design USA
iDN
Challenge:
Überliss approached us to develop a complete brand refresh that would better reflect how their products make their customers feel confident, bold and stylish while also reflecting core brand values of honesty, rebelliousness, youthfulness and vibrancy.
Additionally, the different product lines in the brand all needed to be unique with the ability to easily expand and grow in the future.
Insight:
The company has its origins in the Brazilian haircare industry, where smooth and straight hair is a beauty ideal. The word Überliss means “Super Smooth.”
Solution:
Retaining the original wordmark to preserve existing brand equity and recognition, the logo was slightly modified and placed inside of a frame.
The new identity and package designs are centered around a flexible graphic system that is primarily driven by a mix of bold, hand-painted patterns designed for maximum visual impact and “pop” on the shelf.
Inspired by what each product does for the hair, they cover both the brand’s salon-only and white-bottled consumer line of products. The patterns were designed as a flexible system that could grow and change as the brand added new product lines in the future.
LL Brown is a contemporary, geometric sans by Lineto and was chosen for its legibility and elegant sophistication. The black and white color palette communicated an elevated high fashion aesthetic and timeless stylishness.
Stylish and minimal art directed photography placed emphasis on the products and patterns.
Results:
The new visual identity embodies the core ideals of the brand and customer while also differentiating itself from the competition. The new identity was implemented across the entire product line and doubled e-commerce sales over one year.
Überliss approached us to develop a complete brand refresh that would better reflect how their products make their customers feel confident, bold and stylish while also reflecting core brand values of honesty, rebelliousness, youthfulness and vibrancy.
Additionally, the different product lines in the brand all needed to be unique with the ability to easily expand and grow in the future.
Insight:
The company has its origins in the Brazilian haircare industry, where smooth and straight hair is a beauty ideal. The word Überliss means “Super Smooth.”
Solution:
Retaining the original wordmark to preserve existing brand equity and recognition, the logo was slightly modified and placed inside of a frame.
The new identity and package designs are centered around a flexible graphic system that is primarily driven by a mix of bold, hand-painted patterns designed for maximum visual impact and “pop” on the shelf.
Inspired by what each product does for the hair, they cover both the brand’s salon-only and white-bottled consumer line of products. The patterns were designed as a flexible system that could grow and change as the brand added new product lines in the future.
LL Brown is a contemporary, geometric sans by Lineto and was chosen for its legibility and elegant sophistication. The black and white color palette communicated an elevated high fashion aesthetic and timeless stylishness.
Stylish and minimal art directed photography placed emphasis on the products and patterns.
Results:
The new visual identity embodies the core ideals of the brand and customer while also differentiating itself from the competition. The new identity was implemented across the entire product line and doubled e-commerce sales over one year.
Mind Mischief
A self-initiated visual identity and campaign for psychedelic-pop band Tame Impala inspired by my passion for music and lettering.
Logo
Informed by the music, the custom wordmark was designed to be semi-transparent and also psychedelic in nature.
An animated, abstract, neon gradient was a visual representation of the song name.
An animated, abstract, neon gradient was a visual representation of the song name.
Microsite
The brand identity also utilized Microgramma—
Tame Impala’s official brand typeface.
Tame Impala’s official brand typeface.
Social
The campaign was extended across digital and printed touchpoints.
Collateral
OOH
Live Show
Agency:
Brian Biles Design
(Personal Work)
Client:
Tame Impala
Sector:
Music & Entertainment
Type:
Visual Identity
Campaign
Role:
Art Director
Designer
Lettering
Motion
Brian Biles Design
(Personal Work)
Client:
Tame Impala
Sector:
Music & Entertainment
Type:
Visual Identity
Campaign
Role:
Art Director
Designer
Lettering
Motion
This was a self-initiated personal project initially inspired by my passion for lettering.
Challenge:
Tame Impala needed a campaign and visual identity to promote the release of their new single “Mind Mischief.”
Insight:
The name Tame Impala was inspired by the animals indigenous to South Africa.
Solution:
Informed by the psychedelic nature of the music, a custom lockup was created and a highly saturated, animated, abstract, gradient color field was used to symbolize a restless mind. Stacked and repeating typography typeset in the brands official typeface Microgramma was used to reflect the heavily processed and looping effects within the song. The full campaign extended across both physical and digital touchpoints.
Results:
The new identity connects the music to the band in an authentic and unique way.
Challenge:
Tame Impala needed a campaign and visual identity to promote the release of their new single “Mind Mischief.”
Insight:
The name Tame Impala was inspired by the animals indigenous to South Africa.
Solution:
Informed by the psychedelic nature of the music, a custom lockup was created and a highly saturated, animated, abstract, gradient color field was used to symbolize a restless mind. Stacked and repeating typography typeset in the brands official typeface Microgramma was used to reflect the heavily processed and looping effects within the song. The full campaign extended across both physical and digital touchpoints.
Results:
The new identity connects the music to the band in an authentic and unique way.
Coast Brewing Co.
A self-initated project inspired by my passion for surfing. Introducing Coast Brewing Co.—a new Southern California-based craft beer company inspired by the rich history and lifestyle of surf culture.
Logo
Like waves slowly rolling in, the extended letterforms give the logo a relaxed, calming and “laid back” feel.
Brand Mark
Acting as a visual mnemonic, a breaking ocean wave is reflected in the negative space of the letterform mark.
Website
Package
The cans feature unique artwork based on different seasonal lines released throughout the year.
Color & Typography
Avoiding the interlocking letterforms used in classic surf posters, ABC Ginto Nord is a playful, geometric-humanist, sans serif typeface by Dinamo that mimics the soft curves of ocean waves.
The vibrant and natural color palette was inspired by cool and warm tones commonly found in the coastal environment.
Grid System
The grid system was based on a flexible, modular layout.
Photography
High-key, colorful, lifestyle photography of people and places was used to communicate the essence of the brand.
Lockups
Illustration
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Collaborations
Limited edition brand collaborations feature iconic surf artists and photographers.
Collateral
Social & OOH
Agency:
Brian Biles Design
(Personal Work)
Client:
Coast Brewing Co.
Sector:
Food & Beverage
Type:
Brand Identity
Role:
Art Director
Copywriter
Designer
Illustrator
Photographer
Brian Biles Design
(Personal Work)
Client:
Coast Brewing Co.
Sector:
Food & Beverage
Type:
Brand Identity
Role:
Art Director
Copywriter
Designer
Illustrator
Photographer
This was a self-initated personal project inspired by my passion for surfing.
Challenge:
The brief was to create a unique, craft beer brand identity that celebrated Southern California’s rich surfing culture and history and also captured the timeless freedom, playfulness and youthful spirit of surfing. The brand also needed the flexibility to be able to grow and expand in the future.
Insights:
Southern California is famous for its rich surf culture and history.
Surfing is seen as a quintessential summertime activity.
Surfing is primarily a fun, youthful, recreational activity.
Solution:
While there are hundreds of craft beer brands, many are generic and lack character and originality. Coast Brewing Co. draws on the rich history, longstanding traditions and lifestyle of surfing in Southern California that has become a cultural phenonmenon, sport and popular lifestyle specific to the region.
Embracing the youthful spirit, vitality and lifestyle of surf culture, the visual language of the brand is driven by fun, playful illustrations and a vibrant, coastal-inspired color palette.
ABC Ginto Nord was used for the wordmark—a contemporary, geometric-humanist typeface by Dinamo Type Foundry, that mimics the soft, rounded curves of ocean waves. The high x-height in the extended weight of the letterforms gives the logo a “laid back” and relaxed quality. Reflecting a breaking ocean wave in the negative space, the letterform A acts as a visual mnemonic and was naturally employed as the letterform brand mark.
A suite of lockups further extended the brand language and the rich, down-to-earth color palette features a combination of warm and cool tones commonly found in the coastal environment.
Drawing on the influence of Mid-century modern graphic designers Paul Rand and Saul Bass, hand-drawn, custom illustrations were created using flat colors and shapes. Stylistic variations allowed for maximum flexiblity across different seasonal product lines.
Art directed lifestyle photography sought to communicate summer, youth and fun by using warm color tones and dreamy, overexposed images.
Results:
The new identity captures the spirit and history of surf culture in an authentic way.
Challenge:
The brief was to create a unique, craft beer brand identity that celebrated Southern California’s rich surfing culture and history and also captured the timeless freedom, playfulness and youthful spirit of surfing. The brand also needed the flexibility to be able to grow and expand in the future.
Insights:
Southern California is famous for its rich surf culture and history.
Surfing is seen as a quintessential summertime activity.
Surfing is primarily a fun, youthful, recreational activity.
Solution:
While there are hundreds of craft beer brands, many are generic and lack character and originality. Coast Brewing Co. draws on the rich history, longstanding traditions and lifestyle of surfing in Southern California that has become a cultural phenonmenon, sport and popular lifestyle specific to the region.
Embracing the youthful spirit, vitality and lifestyle of surf culture, the visual language of the brand is driven by fun, playful illustrations and a vibrant, coastal-inspired color palette.
ABC Ginto Nord was used for the wordmark—a contemporary, geometric-humanist typeface by Dinamo Type Foundry, that mimics the soft, rounded curves of ocean waves. The high x-height in the extended weight of the letterforms gives the logo a “laid back” and relaxed quality. Reflecting a breaking ocean wave in the negative space, the letterform A acts as a visual mnemonic and was naturally employed as the letterform brand mark.
A suite of lockups further extended the brand language and the rich, down-to-earth color palette features a combination of warm and cool tones commonly found in the coastal environment.
Drawing on the influence of Mid-century modern graphic designers Paul Rand and Saul Bass, hand-drawn, custom illustrations were created using flat colors and shapes. Stylistic variations allowed for maximum flexiblity across different seasonal product lines.
Art directed lifestyle photography sought to communicate summer, youth and fun by using warm color tones and dreamy, overexposed images.
Results:
The new identity captures the spirit and history of surf culture in an authentic way.