BRIGADE

Esselon, an iconic local café and coffee roastery, came to us for a brand refresh and new packaging design. We drew on the Western Massachusetts landscape to craft a clean and refined look and feel that features the beautiful Seven Sisters mountain range. As a much-loved coffee roastery, Esselon is respected for their Fair Trade practices and commitment to quality. Through this brand refresh, we celebrated Esselon’s local roots and elevated their verbal and visual identity to speak to a national audience.

In 2018 we gave SVEDKA some teeth with a Halloween creative platform that helped the brand differentiate itself and stand out from the crowd at retail. The program won awards and helped propel SVEDKA to one of its most successful Halloween sales windows ever. For 2019, the client wanted to build on the success of the previous year by updating the artwork and aligning the visuals to their new brand campaign — ‘Bring Your Own Spirit’. In 2018 we added teeth. And in 2019 we helped give SVEDKA even more bite — with edge, fearlessness, and of course, NEON.

Days Inn by Wyndham, an iconic brand with great recognition, came to us for a brand identity that would reflect their joyful, optimistic positioning and differentiate them from other economy brands. To help Days Inn create a master brand that was uniquely their own, connected to their existing campaign, “Seize the Days,” and clearly part of the Wyndham Hotels & Resorts parent brand, we developed a bold and upbeat visual identity, updated tone of voice, and unifying brand guidelines to direct communications across channels.

Keiter came to us looking for a holistic brand update that would give them an edge in a competitive market and highlight their incredible work ethic and portfolio. One goal of this rebrand was to bring all of the company’s divisions (each with their own, unique target market) under the Keiter umbrella. The formerly disparate divisions, each with their own websites, would come to live under one URL — keiter.com. Our approach to this multi-faceted project was to start with a refresh of foundational messaging, for both the umbrella brand and each division. Next, we began working on look and feel, starting with a refreshed logo that conveys experience and professionalism, along with cohesive marks for each division. Running alongside the logo build, we designed a new website with refreshed copy to align with the new key messages. The final step was a full launch campaign for the new brand.

Meiomi came to us to develop key imagery and point-of-sale assets for Flow (the creative you see all year long), PGA (Meiomi is the ‘Official wine of the PGA’), and Holiday. To ensure the Meiomi team (and other agencies they work with) had the finalized assets and everything needed to use them across teams and channels, we developed toolkits for each program. While the three programs had different goals and timeframes in store, we ensured connectivity with a few overarching creative objectives: 1) Convey Meiomi’s sophistication; 2) Clearly communicated the unrivaled taste of the wine; and 3) Connect visually to their ‘Flavor Forward’ campaign/television spot aesthetic in store. In the end, we provided strategic thinking, collaboration, and smart design for our client and their partners, and created key visuals that tied each program back to Meiomi’s core DNA, making them feel unified in store and to consumers.

Ocean Breeze Cultivators came to us for help launching their cannabis business. Based in Gloucester, Massachusetts, the heritage of this iconic port town became the foundation of the brand. After we developed positioning, messaging, and look and feel for the brand, we moved onto packaging — where we brought the brand’s story to life through an homage to the Gloucester fisherman, whose likeness became a graphic icon for Ocean Breeze. The goal for this assignment was to set the brand up for success in a saturated market. To do this, we developed packaging with the fisherman as the focal point, using his likeness to represent the work ethic of the town’s people. Storybook-inspired copy ties the icon to the story of Ocean Breeze and provides experience cues for their products, while color changes indicate flower categories. In the end, the packaging not only stands out from others in the cannabis space, but also embodies the Ocean Breeze brand, acting as a vessel for a quality product.

Choose Friendship came to us for a strategic refresh of their brand that would help them stand out in an increasingly crowded space. As a product centered on social connection, they were looking to tell a story that offered depth and excitement, while preserving the heritage of the brand. Choose Friendship’s pioneering product, the My Friendship Bracelet Maker®, was developed by a former automation engineer who discovered the need for the product while babysitting his granddaughters. Since then, the product has grown into a household name, but due to outdated branding was getting lost on the (virtual) shelf. We refreshed the brand through the lens of key messaging, packaging, and a new logo — leaning into patterning while being mindful of reaching a more sophisticated pre-teen. Finally, we captured the updated visual elements of the brand in a comprehensive brand toolkit — setting the Choose Friendship team up for consistency across all consumer touchpoints and long-term recognition.

Bat Conservation International (BCI) came to us for a brand refresh that would inspire and mobilize current donors, establish new donor support, and raise awareness of their mission to end bat extinctions worldwide. To help BCI, we developed a new brand positioning — Rebel On a Mission — which we followed up with a creative campaign focused on BCI’s  smart, rebellious spirit. Included in this work was a key messaging platform, a new visual identity, and brand guidelines to help unify all communications. We also revitalized BCI website to match their new look and feel in order to help them educate and attract new donors.

As part of our ongoing partnership with the University of Massachusetts Amherst, we collaborated with the UMass Advancement team on the 2020 issues (Spring and Winter) of the alumni magazine. The editions that came out in 2020 were not only created in a new way (from home, on screens, over video chat), they were also filled with stories that spoke to the ways the University was meeting the moment of COVID-19—keeping the spirit of campus alive in virtual classrooms, amplifying the voices of students, and providing some perspective and wisdom during moments full of uncertainty, fear, hope, and change. In both issues, together with the UMass team, we created custom artwork and unique layouts that brought the magazine’s stories to life. Additionally, the BRIGADE team created web assets for the online version of this magazine, including two features with custom artwork: ‘The Language of the Unheard’ and The Wrong Answer Project.”

Black Birch Vineyard is a celebrated winery located in Hatfield, Massachusetts. As partners of Black Birch for many years, we began our work together with a brand refresh, and have continued to provide design and production support for their family of wines. In 2020, Black Birch bottled their first ever sherry, named Fino. For the limited-run, the team at Black Birch came to us for a label that would stand out from their regular line-up of varietals, while maintaining brand consistency overall. For Fino, the label design was inspired by a golden sunset at the end of the day (the perfect drinking occasion for this modern take on sherry). We used warm earthy tones and gold accents to give the label a rich and refined feel—unlike any other sherry on the shelf. To connect Fino to the other limited-edition varietal, Bloom, we utilized the same typeface and production techniques, including metallic foils and matte finishes. In the end, these labels are a beautiful reflection of the wine inside — delicious, celebratory, and classic.

Our long-term partner, Wyndham Hotels & Resorts, came to us for a campaign that would help them promote their COVID-19 health and safety protocols in their U.S. and Canada hotels. Because the pandemic swept quickly throughout the world, and Wyndham competitors were also launching branded health and safety programs, the timeline for the campaign was short, and the deliverables were an integral part of reassuring guests and hotel owners that Wyndham was committed to their safety and had developed comprehensive COVID-19 protocols.

The overarching goal of the ‘Count on Us’ program was to highlight Wyndham’s enhanced health, safety, and cleanliness protocols so that guests would feel comfortable staying at a hotel by Wyndham. We moved quickly to develop a video that showed the comprehensive nature of the program, and illustrated how Wyndham was addressing health and safety concerns. Used in social channels to promote the program and also displayed by some hotel owners on lobby monitors to educate guests, the broad objectives were to build trust and confidence by showing how Wyndham was meeting the moment of COVID-19 in its hotels. Simultaneously, we created a lockup for ‘Count on Us’, along with on-premise materials for use inside the hotels — including front desk signage, social distancing floor stickers, elevator signage, and key cards. Brigade and Wyndham internal teams also adapted campaign assets for use on their website, in social channels, and on sales materials.

NextFlex®, America’s Flexible Hybrid Electronics Manufacturing Institute, came to us to help them develop messaging and powerful collateral for FlexFactor® — their immersive high school program that utilizes partnerships with local colleges and universities to introduce students to the world of advanced manufacturing technology and aims to get young people excited about STEM-based education and career pathways. Our first step in this collaboration with NextFlex was to reorganize the content flow to enhance clarity of the material. Moving into design, to help the various users (students, teachers, industry partners) navigate the content and understand how it correlates to all other program materials, we used color, coding, icons, and other visual solutions. The finished product is a cohesive, intuitive, and user-friendly program kit that celebrates FlexFactor’s collaborative approach to education, entrepreneurship, and technology.

We worked with women-owned business 21 SEEDS to help them launch their fresh fruit infused craft tequila in three delicious flavors: cucumber jalapeño, grapefruit hibiscus, and valencia orange. Our in-house artists hand illustrated patterns and flavor profiles that complement the clean lines of the glass bottle, while textured paper for the label enhances the tactile experience. We also designed a website with a lookbook feel that supports the packaging and showcases 21 SEEDS as a growing lifestyle brand. The overall creative platform helps the product stand out: on shelf, on social, and in the minds of tastemakers and influencers on the west coast and beyond.

Black Birch Vineyard BLOOM packaging

We worked with the UMass Advancement team on the Fall 2019 edition of the UMass Magazine. Together, we created custom artwork and unique layouts that allow feature stories to stand out, while aligning with the overarching UMass brand identity. The result: a masterpiece of artistic storytelling that connects readers to the flagship campus and celebrates the wide-ranging achievements of UMass Amherst and their alumni.

Dean’s Beans came to us for a refresh of their retail coffee bags. Aesthetically, we honored the brand’s reputation as a specialty coffee roaster that is a vehicle for progressive change, and we did it in a way that honored the 60’s spirit of love and unity — with colorful, hand-illustrated patterns inspired by art from around the world. Using concentric patterns, we focus the consumer’s eye on a hand offering up a coffee cup, as a nod to the partnership required to move the coffee beans from seedlings to brew.

Cooper’s Hawk is a modern casual restaurant and winery chain with a mission to democratize the good life through wine. Their wine club boasts over 240,000 members who provide a sizable lift in revenue from repeat visits to the company’s 35 restaurant locations. In addition to exclusive monthly wines, this Wine Club offers a wide array of benefits including dining rewards, member pricing, exclusive trips, and tasting events. The Cooper’s Hawk loyalty marketing team came to us to help them increase member participation with a more engaging welcome email series that would educate and excite new members about these differentiators. BRIGADE began with content strategy and hierarchy, integrating a scalable “discovery” framework that can be used for other channels. We leveraged existing assets to maintain brand consistency and elevated the series with a custom icon system that will help Wine Club members navigate benefits at every touchpoint. Each email walks the new member through a specific benefit category with bite-sized, conversational summaries and graphics that don’t overwhelm. The finished series is elegant, inviting, and has laid the foundation for revitalization of on-premise Wine Club acquisition communications.

The BARR Center, an educational nonprofit focused on improving outcomes in schools, came to us for a new creative platform that would serve as the foundation for new sales collateral and marketing materials. The overarching goals of the BARR team were to highlight the program’s success by focusing on the overwhelmingly positive and unparalleled data, and to break through the noise and clutter of the numerous other educational programs on the market. 

Our initial creative exploration uncovered the data point that we used as the focal point of the campaign — The BARR Model, implemented in schools of all types across the country, had never failed to improve outcomes for students. “We’ve Never Failed” became the rallying cry, and leading the way with this bold statement opened the door to large, colorful design elements — including the visualization of the data, headline treatments, and patterns.  After establishing the campaign design through marketing materials, we utilized the refreshed aesthetic to update the BARR website, providing a consistent and impactful experience across the board.

As Tandem Bagel Company prepared to open their third shop in western Massachusetts, they came to BRIGADE for a refresh that would strengthen their brand and clarify their message — establishing them as the go-to café and bakery for a wider audience. To help Tandem stand out, we updated their logo, created a hand-drawn pattern to use on collateral, and solidified their brand story with key messages and voice and tone guidelines. To ensure everyone was fully connected to the new look and feel and consistent in their communications, we created a brand toolkit for use by the owners, staff, and company partners.

Hiball is 100% sparkling energy water made with all natural ingredients. The brand came to BRIGADE to concept and create a nationwide campaign that would launch in Los Angeles, Austin, and Portland, Oregon. The campaign was brought to life in digital and print billboards and wild postings; and was supported with a digital media buy, a robust social feed, and a refreshed eCommerce look and feel. At every touchpoint, the creative inspires people to embrace Hiball as a natural source of energy for their always-on lives.

Adventure, friendliness, and reliability — three key attributes the Travelodge team wanted their brand to express. To do this, we focused the refreshed Travelodge brand on the adventurous, can-do mindset of its guests rather than its rooms and amenities, leveraging the common proximity of their hotels to destinations like National Parks. With a powerful new brand mantra and tagline “Travelodge + GO.” we developed collateral and materials that brought the brand to life.

BIC came to us for help refreshing their “Good Vibes” line of lighters, with the goal of increasing sales among their millennial male demographic. The desired look and feel for the lighters in this series was fun, irreverent, and edgy (without being offensive). In combination with internet research, social media support, and lots of memes, we delivered creative approaches that would engage millennials without alienating other BIC consumers in search of a lighter.

We partnered with New Teacher Center for a complete brand identity refresh, including a new logo. Looking deeply into their holistic approach to supporting individual teachers, we created a hand-painted logo that shows one teacher making a powerful impact on the community. (Aren’t teachers the best?) We concentrated on reinforcing New Teacher Center’s professionalism and authority while bringing forward the humanity behind their extraordinary success.

As the #1 Imported Vodka in the US, SVEDKA Imported Vodka is a staple in the liquor aisle. Its iconic band and simplistic style is a hallmark in the world of vodka. As the brand contemplated an entry in the hot, ready-to-drink category, they wanted to understand audience, competitive landscape, and packaging background to design a spiked seltzer SVEDKA-style. The brand tapped Brigade to visually strategize and design SVEDKA’s very first aluminum cans and paper shippers.

Burgerville is a restaurant chain in the Pacific Northwest that produces quality food from sustainable ingredients. We worked with Burgerville over a three-year period to refresh their brand at every touchpoint. The new identity clarifies the brand’s sustainable food philosophies with a new tagline: “Fresh. Local. Sustainable.” Made from completely recyclable and compostable materials, the packaging conveys sustainability though warm colors and approachable iconography of wildlife native to the region. The refresh clarifies the brand’s innovative business practices, garnering positive press and strengthening consumer trust.

We partnered with startup INSA to build their brand from the ground up as they lead the Massachusetts recreational cannabis revolution. Our work included a naming rationale, brand positioning, visual identity, and experience profiles for each of the brand’s flower offerings. We also built a complete packaging system for over 100 unique SKUs that considered consumer navigation and that created an emotional, tactile experience specific to each product. Distinctive canvases painted by our in-house artists showcase nature-inspired patterns that when applied to the packaging, pop in retail and provide a sensory shopping experience.

The Isenberg School of Management came to us for a strategic redesign of their icon, aiming to better align their mark with their current ranking and forward momentum, and position themselves as a leading school of management in the competitive market. As a professional school at UMass Amherst, the icon also had to live with UMass Amherst branding, meeting the stakeholder standards of multiple teams on campus. Our work spanned from audit, landscape review, stakeholder input, data analysis, and strategic positioning, to the creation of an icon that was both responsive (to audiences, communication, and devices) and that would help Isenberg gain notice organically — through a timeless mark that’s both nostalgic and powerful. To ensure the icon would be used correctly and consistently across the campus, we created a 100+ page brand book for the Isenberg team.

Used in over 500 facilities across the country, Eversound is an assistive-listening headphone system that helps senior living communities deliver extraordinary personalized care. Eversound empowers residents to connect with their communities in deep and transformative ways by enhancing their ability to hear and participate in conversations and activities. Our work for them included a new positioning, key messaging platform, visual identity, and website redesign. Clear messaging and friendly, contemporary visuals bring an uplifting and approachable mood to the Eversound brand.

AmericInn by Wyndham came to us for a brand refresh, with a focus on developing a consistent look and feel that would support their America’s Welcoming Neighbor positioning, differentiate them from competitors, and help them transition from a regional brand to one with national presence as part of the Wyndham family. To move AmericInn toward these goals, we developed a new creative campaign — “In Pursuit of” — with an updated visual identity, tone of voice, and brand guidelines. We then executed the campaign in on-premise collateral, provided templates for out of home (OOH), print and digital ads, and shot nine video spots for social advertising.

We partnered with 1Berkshire (the official economic development organization of Berkshire County) to develop an identity for the Berkshire Flyer, a new weekend train service between New York City and the Berkshires. Our creative brands the Berkshire Flyer as a catalyst of influence and culture. It leverages a responsive logo mark built to adapt to seasonal promotions and other occasions, speaking to the momentum of the region and the train itself. The broader campaign rallies behind the Berkshires as more than a destination — a focal point for an audience that values new, impactful experiences.

As part of our multi-year partnership with Wyndham Hotels & Resorts, we developed a distinctive identity for Trademark Collection, a soft-branded portfolio of independent upper-midscale hotels. Our goal was to create a system that unified all locations under the Trademark Collection brand, while allowing franchisees to express the unique personality of their properties. In addition to a logo and property lockups, we created on-premise collateral, advertisements, and digital and social materials. Elegant lifestyle photography, map textures, and instant photo-frame elements emphasize special moments: in time, place, and memory. A brand “seal” evokes the stamp on a passport, and connects to the spirit and individuality of travel in general, and the Trademark Collection in particular.

We worked closely with SVEDKA to design and launch their first vodka brand extension: SVEDKA Rosé. In addition to concepting, designing, and producing the packaging for the product, we worked with the marketing team to alleviate potential communication challenges inherent to launching an innovative product that consumers are not familiar with. From headlines to visual hierarchy, we created a strategic and disruptive creative platform that harnessed the momentum of rosé and engaged an LDA millennial+ audience off-premise.

Black Birch Vineyard is a celebrated winery located in Hatfield, Massachusetts. With 19,000 vines across 12 acres of rich Connecticut River Valley soil, the Black Birch team produces exemplary, award-winning wine. To emphasize their commitment to artistry, we designed a die-cut label for their bottles that reveals the silhouette of a black birch tree with negative space to reflect the wine’s hand-craftsmanship. We also brought the local winemakers’ stories to life through a website redesign, photography, and a dynamic social media presence. 

We worked closely with SVEDKA on Blue Raspberry — from inception to execution and launch. We helped create an electric and disruptive color profile, produced the bottle design, designed shippers, created key advertising visuals, built out point-of-sale, and supported the launch with PR materials, collateral, launch party artwork, and magazine ads. The goal for Blue Raspberry was to shake up the crowded flavored vodka category that SVEDKA helped create in the first place. And shake things up it did — of the 14 flavors in SVEDKA’s portfolio, Blue Raspberry is their most successful to-date. Cheers!

Baymont Inn & Suites came to us for a brand refresh that would highlight their “hometown hospitality” story. We started by developing a unified brand voice, tone, and visual identity that would speak directly to guests and provide franchisees with a clear point of differentiation for their properties. “Come on in—so glad you’re here,” became the tagline and cornerstone of the creative development for this hotel next door. 

Warm, inviting textures; bright, primary colors; and reference to the welcome flag from the Baymont logo evoke the brand promise of genuine, down-to-earth-service. We brought this story to life through on-premise collateral that aims to foresee the needs of guests, and hotel brand ads that reinforce the sentiment of welcoming people in. We also wrote, shot, and oversaw production for a series of digital and radio ads that helped to solidify the new brand direction.

Studio School, formerly known as Relativity School, came to BRIGADE for a complete brand refresh to launch their new name. Studio School’s location at Los Angeles Center Studios gives emerging entertainment artists and entrepreneurs the opportunity to pursue fully-accredited degrees with working professionals on an active studio lot. To reflect Studio School’s commitment to the craft of storytelling and spirit of entrepreneurship, we used lingo from the entertainment industry to bring their identity to life in a bold and playful way. The resulting text-based design sparks interest in the potential student’s mind, inviting them to look closer.

Our partnership with Wyndham began with a project to create 15 brand books to reinvigorate the hotel’s distinct visual and verbal identity while keeping consistent across channels. We continue to work frequently with the Wyndham family of brands on a variety of strategy and collateral —including advertising campaigns, radio ads, and digital banners.

As the official rewards program of Broadway and the arts, Audience Rewards gives members presale and VIP access to shows and events, and the opportunity to earn ShowPoints that can be redeemed for free tickets and more. As part of a complete brand refresh and website update, we created targeted email and digital campaigns, including promotional presale and advanced access; the VIP membership program; the 10-year anniversary gala; the Official Tony Awards Challenge; and short-run seasonal programs, member onboarding, and targeted industry-insider emails. Through every touchpoint, the Audience Rewards story unfolds, positioning the brand as the premier portal for exciting performing arts experiences.

We created two limited-edition retail sleeves for Black Box Wine’s varietal lineup. Using white ink and spot UV wraps, we made the sleeve a canvas for these fun seasonal stories, weaving in CTAs that fulfilled the strategic goal of putting the boxes on party tables. For the Game Day edition, we cheered for football with custom photography, enticing fans to pair a glass with the featured halftime snack recipe. Then things got spooky in the Halloween edition with a hand-illustrated haunted house scene—hitting the balance between sophistication and fun that’s right on-brand for Black Box Wines.

We have an ongoing relationship with the Amherst Tritons, a local swim team. To reflect their recent upgrade to USA Swimming Level Two status, we developed a new logo and overall brand identity. We created a new mascot that features a determined fish wielding a triton, and a bold serif logo mark completes the overall team logo. Carried out in apparel and print and digital materials, this contemporary brand identity acknowledges the team’s past while leading the way to a bright future.

The culmination of a dream shared by two brothers, Frontier Snacks upped the ante in the energy/granola bar market by not using a single artificial ingredient in their products. We repositioned the brand to speak to people who want to know exactly what they are putting into their bodies. We designed new packaging and crafted language and strategic CTAs for the single-serves, bags, and display boxes.

NextFlex is a growing consortium of innovators, manufacturers, and educators who are turning the exciting field of flexible hybrid electronics into a reality. We partnered with the NextFlex team on a brand refresh to establish them as a desirable partner to potential collaborators. To share the human side of this bold, forward-thinking organization, we brought NextFlex’s pioneering team members’ stories to life through a complete brand refresh and website redesign. We continue to partner with NextFlex regularly on a variety of collateral.

Our decade-long partnership with SVEDKA includes brainstorming new categories and packaging technology. We concept, design, and produce all SVEDKA shippers and limited edition gift boxes. While we did not design the bottle, we are responsible for producing all bottle artwork including limited edition bottle wraps and managing the portfolio for 15 flavors spread over 65 SKUs.

Little Red Dot joined forces with us to design a line of packaging that made their BakKwa product feel approachable and fun. The packaging needed to live in the beef jerky aisle but also needed to stand out as a different type of snack, since its target market includes health-conscious mothers and families. We added a playful animal-shaped product window to give the consumer a peek at the food and a nod to the fact that it’s a meat product. A friendly and familiar color palette with a matte finish entices consumers to take the product off the shelf.

Serpent’s Bite Whisky brought their name and initial bottle concept—from there we invented their brand identity and launched it at every touch point, from bottle artwork to POS materials. We ignited the brand visually rather than highlighting the whisky-making craft. The result was striking—and yes, it does bite.

We partnered with the #1 New Zealand wine in the U.S. to help define their social media presence on Facebook and Instagram. We used playful compositions, bright pops of color, and aspirational photography for this charismatic and on-trend brand. Cheers—clink!

Hawthorn Suites came to us for a brand repositioning to highlight innovations that distinguish them from competitors. We reimagined the brand by bringing guests’ needs to the forefront: “I want to stay true to myself when I’m staying away from home.” Eye-catching patterns, bright stripes, and bold colors visually express the flexible amenities of this friendly, down-to-earth brand in a fun and playful way.

Flex Pharma came to us with their groundbreaking product HOTSHOT, designed by Michael Bierut at Pentagram. We brought HOTSHOT to market at every touch point including a website, web banners, print ads, merchandise and sales materials. We’re thrilled to continue our partnership with this extraordinary brand that helps athletes take their performance to the next level.

We were excited to collaborate with Weleda on several major packaging campaigns. For the holiday season, we created a line of limited-edition hand cream packaging. We developed a whimsical, romantic look and feel to reflect the organic nature of the product and add some ornament to Weleda’s classically spare aesthetic. The brand also engaged us to celebrate the 90th anniversary of their best selling product, Skin Food, with limited edition packaging. In addition, we refreshed Weleda’s Baby Starter Kit with a clean look-and-feel that uses more white space and lighter colors than past iterations. The designs connect to a modern audience while celebrating the brand’s history and expertise in the personal care sector.

Feronia Forests’ Vertical Water is delicious, sustainably tapped maple water that helps preserve U.S. forests. We partnered with this visionary company for a full rebrand. From logo to packaging, we dug deep into their passion for forests and helped them find a way to the front of the emerging tree water category.