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The new mark and identity injects new life, energy and flexibility into a brand that had become outdated, unrecognizable and constrained.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.
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.
Verloop Knits
Brand identity refresh for Verloop Knits—an innovative, contemporary, D2C, knitwear brand that creates unique accessories by infusing traditional knits with unexpected details, materials and industrial techniques. Designed in collaboration with FormNation.
Inspiration
Visual Explorations
Logo
The redesigned, rounded, monoline, custom wordmark communicated a soft, playful, friendliness and contemporary innovation without being pretentious.
Like the products themselves, the “infinity loop” reflects the continuous nature of a knitted piece of fabric.
The Pattern
A tactile brand pattern was created to mimic the texture of knitted fabric.
Color & Typography
The bold and cheerful color palette was informed by the colorful yarn used in the products.
Konigsberg is a rounded, monoline typeface that communicated a sense of softness and visual uniformity when used as a pattern.
Konigsberg is a rounded, monoline typeface that communicated a sense of softness and visual uniformity when used as a pattern.
Website
The website featured a modular grid based design that focused on clear navigation, functionality and ease of use.
Print
The branding system was unified across print and digital touchpoints including social, packaging and OOH ads.
Social
Package
Advertising & OOH
Letting the products speak for themselves, the campaign used pattern, color and photography to tell the brand story.
Agency:
FormNation
Client:
Verloop Knits
Sector:
Fashion/Retail
Type:
Brand Identity
Role:
Lead Designer
Motion
Team:
Jan Habraken, CD
Lotte Van Velzen, AD
Alissia Melka-Teichroew, Styling
Lisa Klappe, Photography
FormNation
Client:
Verloop Knits
Sector:
Fashion/Retail
Type:
Brand Identity
Role:
Lead Designer
Motion
Team:
Jan Habraken, CD
Lotte Van Velzen, AD
Alissia Melka-Teichroew, Styling
Lisa Klappe, Photography
Challenge:
Verloop Knits approached us because the brand was disconnected and they needed a brand identity refresh to unify their brand language across all touchpoints and better reflect the spirit and nature of their products.
Insight:
Verloop means “process” in Dutch.
Solution:
Informed by their products, a new rounded, monoline wordmark was created that communicated softness and friendliness. Woven into the logo, the two O letterforms were also joined to represent a circular, “infinity loop” brand mark that is symbolic of a continuous piece of thread.
The brand typeface is Konigsberg—a soft, monoline typeface that was chosen for its visual uniformity when used as a pattern and as a counterpart to the wordmark.
A typographic brand pattern was created to represent the weave and tactile nature of the products while the cheerful and bold color palette was informed by the innovative and colorful spirit of the brand and products.
Results:
The new visual identity aligns the brand more closely to their brand values.
Verloop Knits approached us because the brand was disconnected and they needed a brand identity refresh to unify their brand language across all touchpoints and better reflect the spirit and nature of their products.
Insight:
Verloop means “process” in Dutch.
Solution:
Informed by their products, a new rounded, monoline wordmark was created that communicated softness and friendliness. Woven into the logo, the two O letterforms were also joined to represent a circular, “infinity loop” brand mark that is symbolic of a continuous piece of thread.
The brand typeface is Konigsberg—a soft, monoline typeface that was chosen for its visual uniformity when used as a pattern and as a counterpart to the wordmark.
A typographic brand pattern was created to represent the weave and tactile nature of the products while the cheerful and bold color palette was informed by the innovative and colorful spirit of the brand and products.
Results:
The new visual identity aligns the brand more closely to their brand values.
Scratch Away
Designed in collaboration with Dentsu Creative, Scratch Away is an evergreen campaign for the Illinois Lottery’s “Instants” scratcher tickets that captures the fun and excitement of playing the Lottery.
Lockup
Previous Campaign
The campaign and updated color palette was an inspired evolution of the brand’s original 12-Ray sunburst and the previous “Get It” brand campaign.
Design System
The design system allowed for easily customizable and flexible layouts without sacrificing brand recognition.
Animation
OOH
The idea of Scratch Away is that all the fun and excitement is hiding just below the surface and all you have to do is just scratch away.
Social
The campaign and visual language was extended across both digital and physical touchpoints.
OLV End Card
Social—Holiday
The design system can be customized for special events and holidays by changing the color palette and 3D graphics while still maintaining the overall visual integrity.
Agency:
Dentsu Creative
Client:
Illinois Lottery
Sector:
Gambling
Type:
Campaign
Role:
Designer
Team:
Michael Straznickas, ECD
Zulema Orozco, GCD
Daniela Montanez, CD
Luz Gonzalez, CD
Tori Dubray, CW
Ryan Mason, Strategy
Tracey Wong, Sr. Designer
Dentsu Creative
Client:
Illinois Lottery
Sector:
Gambling
Type:
Campaign
Role:
Designer
Team:
Michael Straznickas, ECD
Zulema Orozco, GCD
Daniela Montanez, CD
Luz Gonzalez, CD
Tori Dubray, CW
Ryan Mason, Strategy
Tracey Wong, Sr. Designer
Challenge:
Illinois Lottery approached us to create a new 360° evergreen campaign for their Instants “scratcher” tickets segment. Sales were down and they wanted a bold, visual approach similar to their previous campaigns to attract attention and re-excite people about Instants tickets.
Insights:
• Players love the act of scratching, it’s tactile, real and immediate.
• Players are positive people who believe in karma.
• Playing Instants opens up conversations about peoples hopes, dreams and futures...if they win.
• They’re spontaneous people who love the experience and excitement of scratching.
Solution:
Based on our strategic insights and working in collaboration with the client, account managers, strategy and the design team, I created a loud, colorful 3D lockup exploding from the ticket to capture the fun and excitement that people have playing the scratchers. Informed by the insight that people love the physical act of scratching, a large graphic “reveal” became the foundation of the lockup.
The lockup was typeset in Publica Play—a bold, rounded sans serif that gave depth to the 3D letters. The bright color palette was inspired from their existing brand “rays” and previous “Get It” campaign. The colors also represent the emotions behind the game—energy, excitement and anticipation.
The campaign was motion driven with an animated “scratch away” revealing the lockup complete with spinning coins and shooting stars.
Results:
My concept was selected for final presentation to the client.
Scratch Away speaks to the consumer in an authentic way by capturing the feeling of gambling.
Illinois Lottery approached us to create a new 360° evergreen campaign for their Instants “scratcher” tickets segment. Sales were down and they wanted a bold, visual approach similar to their previous campaigns to attract attention and re-excite people about Instants tickets.
Insights:
• Players love the act of scratching, it’s tactile, real and immediate.
• Players are positive people who believe in karma.
• Playing Instants opens up conversations about peoples hopes, dreams and futures...if they win.
• They’re spontaneous people who love the experience and excitement of scratching.
Solution:
Based on our strategic insights and working in collaboration with the client, account managers, strategy and the design team, I created a loud, colorful 3D lockup exploding from the ticket to capture the fun and excitement that people have playing the scratchers. Informed by the insight that people love the physical act of scratching, a large graphic “reveal” became the foundation of the lockup.
The lockup was typeset in Publica Play—a bold, rounded sans serif that gave depth to the 3D letters. The bright color palette was inspired from their existing brand “rays” and previous “Get It” campaign. The colors also represent the emotions behind the game—energy, excitement and anticipation.
The campaign was motion driven with an animated “scratch away” revealing the lockup complete with spinning coins and shooting stars.
Results:
My concept was selected for final presentation to the client.
Scratch Away speaks to the consumer in an authentic way by capturing the feeling of gambling.
A.MANO Brooklyn
Brand identity refresh for A.MANO Brooklyn—a unique, home décor retail shop featuring ceramics by local artists, vintage art and up-cycled fine furniture. Designed in collaboration with Sergio Mannino Studio.
Previous Branding
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Inspiration
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Fusing Italian postmodernism and American minimalism, the brand language of the new identity combines various design aesthetics from funky to minimalist to industrial, and draws inspiration from iconic artists such as Donald Judd, Nathalie Du Pasquier and Ettore Sottsass with a unique, modern flair.
Explorations
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Logo
The logo signature was flexible and designed to be used in four possible configurations.
Drawing from many influences, the custom wordmark echoes the modernist lines, handmade pottery and floor tile motifs inside the store.
The brand mark features two different configurations for maximum flexibility.
Drawing from many influences, the custom wordmark echoes the modernist lines, handmade pottery and floor tile motifs inside the store.
The brand mark features two different configurations for maximum flexibility.
Website
The responsive website featured a modular, grid-based design that was visually unified with the store design and rebranding.
The Store
In competition with the online market, the shop seeks to redefine the idea of a contemporary retail space and serves as a physical hub for artists, residents and retailers to collaborate and connect.
Typeset in Radim Pesko’s quirky, contemporary typeface Lÿno, the playful loop of the capital A is echoed in the loop of the floor tiles by Mutina.
Reflecting a diverse mix of influences, the raw, stained, plywood shelves were inspired by American minimalist artist Donald Judd.
The coffee area features a ceramic “rug” of Mattonelle Margherita tiles by Mutina, designed by iconic Memphis artist Nathalie Du Pasquier.
The coffee area features a ceramic “rug” of Mattonelle Margherita tiles by Mutina, designed by iconic Memphis artist Nathalie Du Pasquier.
Color & Typography
The brand color palette featured muted earth tones informed by the materials used inside the store and reflects warmth, comfort and nature.
Avenir Typeface by Adrian Fruitger was selected for its crisp, clean functionality and flexibility across plaforms.
Avenir Typeface by Adrian Fruitger was selected for its crisp, clean functionality and flexibility across plaforms.
Brand Pattern
Inspired by radical, postmodern, Memphis Milano founder and artist Ettore Sottsass, a digital, brand terrazzo pattern was created to complement the black and white porcelain Florim Italian floor tiles that were used for the floor.
Social
Print
The identity extended across both print and digital collateral, and
brand guidelines and a tool kit were developed for the internal
design team.
brand guidelines and a tool kit were developed for the internal
design team.
OOH
Brand Guidelines
Agency:
Sergio Mannino Studio
Client:
A.MANO Brooklyn
Sector:
Arts & Culture/Retail
Type:
Brand Identity
Role:
Lead Designer
Team:
Sergio Mannino, CD
Jan Habraken, CD
Martina Guandalini, AD
Awards/Press:
FRAME Awards 2022 Honorable Mention
2023 ICFF Interiors Awards Finalist
Platform Magazine #36
dLv STORE BOOK 2023
Interior Design Magazine’s
Best of the Year Awards Finalist
Sergio Mannino Studio
Client:
A.MANO Brooklyn
Sector:
Arts & Culture/Retail
Type:
Brand Identity
Role:
Lead Designer
Team:
Sergio Mannino, CD
Jan Habraken, CD
Martina Guandalini, AD
Awards/Press:
FRAME Awards 2022 Honorable Mention
2023 ICFF Interiors Awards Finalist
Platform Magazine #36
dLv STORE BOOK 2023
Interior Design Magazine’s
Best of the Year Awards Finalist
Challenge:
A Mano = “By Hand” (Italian)
A.MANO Brooklyn approached us to develop a brand identity refresh that included a complete redesign and buildout of their store interior in Brooklyn.
I worked with Sergio Mannino Studio to develop the new brand identity from concept to execution. The interior of the store was being redesigned and both the identity and interior needed to be visually and thematically unified while reflecting the eclectic nature of the brand and repositioning them as an attractive physical destination in a digital world.
Insight:
People still enjoy the social experience of shopping in person.
Solution:
Fusing Italian postmodernism and American minimalism, the brand language of the new identity combines various design aesthetics from funky to minimalist to industrial, and draws inspiration from iconic artists such as Donald Judd, Nathalie Du Pasquier and Ettore Sottsass with a unique, modern flair.
Drawing visual inspiration from the materials used inside the store, a new, flexible wordmark and brand terrazzo pattern was created. The custom wordmark specifically referenced the Mutina floor tiles by Memphis artist Nathalie Du Pasquier, echoing the rounded curves of the flower in the tops of all the letterforms while the A letterform was borrowed from Radim Pesko’s quirky, contemporary typeface Lÿno. The influence of Donald Judd can be seen in the geometric precision of the M and N letterforms. The organic curves of the wordmark also hinted at the stores deep connection to the pottery community. For maximum flexibility, the logo signature was designed to used in four different configurations.
Reflecting Sergio Mannino’s Italian heritage and based off the white porcelain Florim Italian floor tiles inspired by Ettore Sottsass, a digital brand terrazzo pattern was created and optimized for use at large and small sizes. The brand color palette also reflected the materials used inside the store through a rich palette of warm and cool muted earth tones with an additional accent of green. Avenir by Adrian Fruiter was chosen for its clean, geometric influence and flexibility across multiple platforms to maintain brand integrity.
The identity extended across print and digital touchpoints and a toolkit and brand guidelines were developed for the internal design team.
Result:
The new identity successfully repositioned the brand as a unique, attractive and desirable space to socialize, shop and connect.
A Mano = “By Hand” (Italian)
A.MANO Brooklyn approached us to develop a brand identity refresh that included a complete redesign and buildout of their store interior in Brooklyn.
I worked with Sergio Mannino Studio to develop the new brand identity from concept to execution. The interior of the store was being redesigned and both the identity and interior needed to be visually and thematically unified while reflecting the eclectic nature of the brand and repositioning them as an attractive physical destination in a digital world.
Insight:
People still enjoy the social experience of shopping in person.
Solution:
Fusing Italian postmodernism and American minimalism, the brand language of the new identity combines various design aesthetics from funky to minimalist to industrial, and draws inspiration from iconic artists such as Donald Judd, Nathalie Du Pasquier and Ettore Sottsass with a unique, modern flair.
Drawing visual inspiration from the materials used inside the store, a new, flexible wordmark and brand terrazzo pattern was created. The custom wordmark specifically referenced the Mutina floor tiles by Memphis artist Nathalie Du Pasquier, echoing the rounded curves of the flower in the tops of all the letterforms while the A letterform was borrowed from Radim Pesko’s quirky, contemporary typeface Lÿno. The influence of Donald Judd can be seen in the geometric precision of the M and N letterforms. The organic curves of the wordmark also hinted at the stores deep connection to the pottery community. For maximum flexibility, the logo signature was designed to used in four different configurations.
Reflecting Sergio Mannino’s Italian heritage and based off the white porcelain Florim Italian floor tiles inspired by Ettore Sottsass, a digital brand terrazzo pattern was created and optimized for use at large and small sizes. The brand color palette also reflected the materials used inside the store through a rich palette of warm and cool muted earth tones with an additional accent of green. Avenir by Adrian Fruiter was chosen for its clean, geometric influence and flexibility across multiple platforms to maintain brand integrity.
The identity extended across print and digital touchpoints and a toolkit and brand guidelines were developed for the internal design team.
Result:
The new identity successfully repositioned the brand as a unique, attractive and desirable space to socialize, shop and connect.