American Metal Filter Company (AMFCo)— a manufacturer with more than 30 years experience making washable metal, air, and grease filters— was being challenged to remain competitive in an ever-changing global market. Tapping into AMFCo’s rich history and heritage as a veteran owned and operated business, AMFCo was rebranded under a new banner. By internal interviews and analyzing competitive research we helped AMFCo define its mission, vision, and values. The new identity system featured a illustrated bald eagle, representing and reinforcing the quality craftsmanship and high level of customer service provided. Re-organization of the product specifications and marketing materials were critical to delivering products to its retail customers, contractors and dealers.

The rebrand included a logo and identity system, color and typographical guidelines, product photography, copy writing, advertisement campaign, presentation material including a custom folder, product data and sales collateral, and a direct mail package that included a sample filter, T-shirt, and introduction to the company’s new position.

Marc Hedges (creative director, design, and project management)
Terry Parish (creative director and design)
Fabrizio Scippa (creative and design)
Jorge Naranjo (design and illustration)
Paul M. Bowers (product and location photography)

Well-Heeled, Inc., a premium salon and spa start-up, came to us to launch its exciting new concept; a premium salon and spa for the sophisticated male. In our collaborative process, our team developed two simple but powerful brand messages: ‘It’s all in the Details’ and ‘Be a Well-Heeled Man’. It was essential to have both a clear message and visual identity to guide the multitude of materials we would develop as the salon gained momentum to open its doors. Once a brand message and value statement were crafted, we created a timeless visual experience supporting the benefits of relaxation and taking care of yourself.

The first step was to create a logo and visual identity system. Next was the development of an integrated eCommerce website showcasing spa services, grooming tips, and consumer product sales and purchases. While the space was under construction we finalized the brochures, presentation package, gift certificate, thank you card, exterior signage, and assisted with interior space planning. Our final step was to launch an e-newsletter and advertising campaign to generate local buzz for the grand opening.

Marc Hedges (design and project management)
Fabrizio Scippa (creative director and design)
Jorge Naranjo (design and illustration)
Steve Stadwiser (website development)
Marc Aguilera (color and output management)