Rare Organization Brand
Rare
Arlington, Virginia
2013 - present
Rare
Role: Creative director, web design, project manager (website translation and global launch)
LOGO DESIGN: Chermeyeff & Geismar & Haviv
As it grew in size and expanded it’s scope, in 2012 Rare found itself with a logo that no longer spoke to its evolving mission and global identity. Leadership gave the green light for the Communications team to revive the organization’s identity. The VP of Marketing, myself and the Director of Communication managed the year-long rebranding process which included: A new brand with logo designed by historic NYC brand firm Chermayeff, Geismar & Haviv, an updated mission statement, a new website, a style guide and new brand usage training, all translated into three other languages (Spanish, Portuguese, Bahasa Indonesian).
LAUNCH
The new brand was officially launched at the 2013 Rare all-staff retreat, where 150 global staff were treated to an extraodinary rock-star style unveiling by Comms VP Jason Anderson and CGH principal Sagi Haviv.
The Rare brand team with Tom Chermayeff and Sagi Haviv.
I co-wrote and designed the brand guide, a 54 page comprehensive book detailing all elements of the new brand and distributed to all staff and vendors. We also produced a shortened version of this guide to be translated and distributed to our regional partner organizations and vendors.
In addition to the environmental and social behavior changes we hoped to achieve, we also wanted to create a new marketing trend that would engage the superconnected society in China, which meant building a traceability app that would give consumers the ability to “see” the journey of how their 100% certified organic product arrived to them. This traceability would be central to the integrity and legitimacy of the brand.
The slide show above are pages from the Rare Brand style guide, click the left and right arrows on the side to advance pages.
The slide show below is an edited version of the “how to” use the brand in presentations. Click the left and right arrows on the side of the gallery to advance slides.
