stephanie behie

Paradysz + PM Digital were looking to rebrand to one, integrated marketing company. I led the rebranding initiative through exploration of company names, designs, typography, color, and photography. By developing a cohesive brand story and vision through design and development, we successfully rebranded the 25-year-old company to a global integrated marketing agency, PMX Agency.

• PMX Agency Website

• Art Direct Our Rebrand Launch Video

The goal of this assignment was to find a way to make our most hated typeface work, in my case it is Algerian. By separating each letter, cropping, or stacking them, I was able to reveal its internal structure and rhythm to allow the letters to work together.

I selected typefaces that would work best in newspaper hierarchy then I set up the baseline grid and used the hyphenation and justification settings to get the text and images to work together.

I designed a restaurant logo based on the farm-to-table concept and trend. Showcasing fresh green leaves in its logo paired with hand-crafted script, I communicated the organic culture that embodied the restaurants’ vision, mission, and values.

The Bacon Place uses playful, relevant illustrations, with pops of soft colors in its logo to communicate to its customers the authentic nature of the restaurant.

By identifying the information hierarchy I selected typefaces, color, photography, and ad copy to communicate a strong visual message to the reader.

I deconstructed text to identify the various layers of information and understand the hierarchy built-in to each passage. Then I chose a typeface that would work best in visualizing the hierarchy and designed magazine ads to help emphasize these elements.

This project was about scale and understanding the structure of a typeface. We had to draw a lowercase "g" by hand on a 5 foot piece of paper and color it in and document our process, experience, approach, discoveries, surprises, and frustrations. 

Extra points was to identity what typeface it was: Garamond Premier Pro

While luxury brands represent a significant business sector (over $282 billion in 2014), they also provide insight into what it means to create a captivating and resilient brand experience. The progress and success of some of these efforts potentially offers lessons to all marketers, regardless of size, price point or demographics.