Identity & Brand Management
Your brand is more than just a recognizable logo. We build brands that connect you to your audience, and cement their loyalty.

Assembly

Overview

Assembly, an Orlando based artists collective, came to us in need of branding. We were asked to create a logo that was uniquely creative, identifiable and strangely mysterious.

Solution

Our solution for the Assembly logo was to create an abstract vehicle for whatever meaning is attached to it. In this case it's the idea of ASSEMBLY, as represented by a kaleidoscope of inter-joining color segments. The Assembly icon (or "Pinwheel" as it came to be called) identifies many of Assembly's fliers, promotional items, and even it's members and supporters without the words Assembly being attached. Our next task was to create a logoform of Assembly. We decided to create a rounded stencil typeface that was suggestive of DIY projects, and the putting together of like parts to create a whole. Which is the core idea of an artist's collective and what Assembly stands for both to us as designers and artists, it's members, and it's supporters. Since then, the Assembly "Pinwheel" has become an infamously fashionable addition to many a lapel, messenger bag, hat, and whatever else people stick it to.

Gathering Place Games

Overview

Gathering Place Games, Orlando's largest dealer of Magic the Gathering playing cads and fantasy based role playing games, was in need of an updated logo that was visually in keeping with their current line of products and clientele. They expressed a desire for something powerful, darkly medieval and, well, just really cool.

Solution

For Gathering Place Games we set out to design a logo that really capered the emotional quality of the role playing game world and visually appealed to their target audience. With a completely hand-lettered type treatment the logoform was free to stand on it's own in any single color while still retaining the aesthetics of the fantasy gaming genre. Once we had a solid logoform, we then set out to create the full-color version of the logo. The full color logo was concepted to feel very battle-worn, darkly medieval, and really carry the type treatment in a very memorable way. By making the logoform look etched into a war-bitten rusty medieval shield we were able to impart a feeling realness and solidarity into the logo. The ax and hammer were added to represent weapons and fighting nature of the fantasy genre games. Every last detail was accounted for in this logo—rust, wood grain, battle scars, chips and chisels—creating a strong aesthetic while also increasing it's ability for reproduction for lager scale branding materials such as event banners and signage. The logo was made to be printed in full color on black business cards, black employee shirts, black plastic bags, and other collateral items that came into contact with their customers and audience regularly. Our goal was to increasing brand recognition, exposure, and memorability through constant customer contact.

TheShoppersMenu

Overview

We were asked to design a logo for the TheShoppersMenu, a collection of assorted advertisements combined in an exclusive mini-magizine showcasing products and services for the local community. The logo was to be simple, modern, clear and to the point.

Solution

For TheShoppersMenu, we wanted to make the logo as simple to recognize and clear to read as possible. We decided on a typographic logo with a straightforward sans-serif typeface, ensuring easy readability and immediate recognizability. The logo was designed to be reproduced in any color, and in any size. With 10-zones of 100,000 households each, TheShoppersMenu logo is seen constantly, and has become instantly recognizable by a large targeted demographic.

The Bros.

Overview

When you're in the industry, you make some interesting friends. One of the friends that our lead designer made was with independent film maker and director Jonathan Figg. He asked us to concept a logo for his upcoming feature film "the Bros." The concept for the logo was something "...so bling that it hurts." Being a fan of diamonds, gold and cash money we couldn't help but lend a hand with this incredibly fun project. Word.

Solution

In concepting this logo all we had to do was ask ourselves what would two incredibly confused white guys who wanna be gangster rappers do? Well, the answer was simple: go out and get a big, gaudy, gold plated, diamond encrusted emblem of their name. And that's exactly what we did. A parody in and of itself, the logo concept was created to poke fun at rap culture and the phenomenon of bling. The logo captured the feeling of the film and provided a solid basis for the rest of the artwork and packaging.

Robin Chapman News

Overview

An accomplished newswoman with over 30 years in journalism, Robin Chapman has worked with stations ranging from NBC-TV and ABC-TV in Arizona, Oregon, California, Florida, and Washington D.C. She is also an accomplished author, having written several books on Central Florida and has written many articles for many Florida based publications. We were asked to build her a website for her fictional and non fictional writing, literary and film reviews, biography and continuing journalistic adventures.

Solution

The website we created for Robin Chapman spans the beginnings of her career and continuing journalistic adventures. For this project, we took a tactile approach to the aesthetics of the site using old paper, notes, vintage photographs and combining them with graphical elements reminiscent of journalism and communication. There is also a two-part blog for the site, separating her fictional writing from her non-fiction. In addition, an adventure blog was also developed where Robin can post and write about her continuing adventures as she travels the world in search of new and interesting stories. Robin was thrilled to have a website that met all of her needs, was easy to use, and could be updated whenever she wanted. We were happy to help her dot that.

Etoile Boutique

Overview

Etoile is an Orlando boutique that promotes local, handmade and under-the radar designers and artists. We were asked to create a brand and logo for that was simple, refined, and had a homespun feel.

Solution

The approach we took towards creating a logo for Etoile Boutique required a thoughtful assessment of her products, store atmosphere, and clientèle. This way, we knew all of the exact ingredients for creating a strong, targeted, and memorable brand for Etoile. The store was decorated with a nature theme and color scheme, which we translated into the brand and all collateral promotional materials produced. We used birds as the mascots for the stores promotions because they tied into the nature theme and many of the items carried in the store already were from the owners label entitled "A Rare Bird." The logo was designed using a very down to earth, approachable serifed typeface. We developed a tagline "Handmade with Love" to accompany the logo of Etoile Boutique, telling customers what types of products could be expected while creating an indelible emotional message. Lettering the tagline in a hand-drawn cursive typeface, we were able to further communicate the home-spun aesthetic of the Boutiques unique brand. Our success in the project was our clients immediate growth, and the terrific customer responses to our print promotions and a strong brand message.

Club Firestone

Overview

Club Firestone contacted Easily Amused for a proposed re-branding. They needed a new way to present their fliers that was creative, cost effective, and ultimately hip. The new flier designs would also dictate the updated look and feel of their current website. In addition to this, they were also looking to move away from their older logo with towards something a bit more in the vein of an L.A. style club, complete with a total venue revamp.

Solution

The approach we took towards the Firestone branding was simple: use the photographs taken by their preexisting nightly photographer as backdrops for each of their fliers, depending on the event night and targeted demographic. This way, each night can be easily identified by the types of people and situations going on in the flyers. Through this approach, we eliminate the need for various graphic styles and constantly changing fliers designed by printers and miscellaneous freelancers, eliminating brand mis-interpretation and dilution. Additionally, all of the content on the fliers would be represented with clear, easy to read typefaces and content hierarchy—something club fliers are dangerously guilty of. An alternative design was proposed for their most popular dance night "Saturday Thursday" in which the text was hand-lettered on the front of the flier, and identified the event in the right hand corner. The proposed Firestone logo was designed to move away from their old branding which associated the club typographically with the tire company. We decided to use a clean, curvy single-width typeface (similar to Bauhaus) that incorporated a small fire graphic, playing off the word �fire� in Firestone and instilling memorability. The logo was versatile, refined and reminiscent of the L.A. club scene. It looked great on pink, too.

Waters Edge

Overview

Water's Edge at Lake Davenport is one of Orlando's premier luxury vacation home communities. They came to Easily Amused asking for a logo that reflected their brand's emotional values of luxury, quality, and class.

Solution

Our goal was to give the Waters Edge brand a face. Through our approach of thorough research and many thoughtful conversations with our client, we concepted a logo that was engaging, elegant, timeless and fit with the Waters Edge brand of providing the best luxury vacation homes in Orlando. We chose a strong serif typeface and by pairing it with two parallel modern styled brush strokes created a visual, emotional representation of water and relaxation. Our client was thrilled, and the logo was exactly what they wanted.

ipminer

Overview

An internal application created for Sprint's ipservices development team, ipminer served as a tool for pulling and reading log files from routers all over the world and compiled them so that the information could be reviewed in a sensible, easy to understand format. Our task was to create a set identity for ipminer from beta to lonch and provide user interface consultancy.

Solution

Sprint's internal development team, ipservices worked with one of our designers to create a logo for their newest application ipminer. The logo needed to be easily identifiable as part of Sprints internal development branding. The Sprint typeface was used to style the logo text, and an icon of a pick-ax was designed as a visual representation of the word Miner, while also providing an easy to recognize icon. We provided consultancy on the user interface aspect of this project, keeping ease of use an utmost priority. Through our approach of thorough research, developer feedback, testing, and constant communication with the client we were able to provide great assistance in creating an easy to use interface that improved productivity and developer performance.

GCA Branding

Overview

GCA Strategies, America’s top public affairs firm for winning political and community support for controversial land use and public affairs projects, came to Easily Amused looking to revive it's branding and web presence. Their goal was to update their branding to be more current and have stronger influence towards public appeal, while still maintaining it's 25 year strong brand message and corporate integrity.

Solution

We worked with GCA Strategies every step of the way, using the Easily Amused client questionnaire--which they had thoroughly completed--as our blueprint to understand their brand while giving them public appeal and forging a new corporate identity. To bring public appeal to GCA, we opted for a clean free look using lots of whitespace and nice tones of blue. I know, I know, sounds corporate, right? Well, it's not; entirely. We used fun imagery that was devoid of the typical clichés' of relaxing people on laptop computers, phones, people pointing to charts and the obligatory sassy corporate people group shot---and all of those other types of photos that make the alarms go off in anyones head. We made sure the images fitted with the tone of the site, and would also work hand-in-hand with their printed materials. The logo was created to not really point towards what they do, but instead, create a feeling of strength through simplistic design and be easily recognizable. We also developed an icon that could be used on printed materials, as an icon, or as a secondary logo for whatever collateral deemed appropriate. A big part of the GCA brand is conveyed through their website, which really demonstrates the clean and friendly approach of their updated brand. If you haven't had a chance, check it out by going to www.GCAStrategies.com.

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