This was an opportunity to reinvigorate the brand with its innate rebellious spirit—which unlocked MHW’s unique point of view on the outdoors.
Truth:
“We’re old enough to know better,
but young enough to do it anyway.”
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Purpose:
Seek Wilder Paths
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Design Idea:
Wildly Engineered
of Design
The brand challenge was to create unity across the school without imposing uniformity. This required an intentional process, designed to ensure deep, continuous engagement with the entire RISD community, including students, faculty, administration and partners.
Guiding Idea:
Question to Create,
Create to Question
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Design Concept:
Complete/Incomplete
of Art
As a Philly institution, it wanted to embrace the city’s independent spirit and put Philadelphia front and center. To bring art more into the everyday, and invite everyone in to contribute to the dialog at the museum.
The new brand honors the museum’s past and intends to forge new paths and new exchanges through which we experience the impact of art.
Purpose:
Explore how art can shape our world.
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Design Idea:
Outside & Inside
The new brand positioning needed to capture its optimism for a new kind of business intelligence: data that’s easy, fast and actionable.
The tone and behavior of the new identity system embody how Mode works and what it enables customers to do: changing perspectives, adapting to new information, in short, shifting modes.
Core Idea:
Let’s shift our thinking.
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Design Concept:
Shifting Modes
Reality is Rich
Strategy feels meaningful when it’s rooted in what’s true and alive—to internal teams and audiences, in the category and in culture. I start by listening for the whys and hows, then distill what matters most into ideas that shape the brand.