GENUINE
IDENTITY | WEBSITE | MERCH
What they say is true — designing for yourself is the hardest thing you’ll do as a creative. This wasn’t any less true for Genuine, the digital agency in the South End of Boston I was with for over eight and a half years.
After years of kicking off the venture of an agency rebrand multiple times, we established a successful and truly collaborative process across the entire company to explore creative directions. In traditional agency fashion, the directions per each creative were edited down until just three remained. Rigorous iterations and explorations of how these identities would come to life were then pitched to the senior leadership team and ultimately my brand design was selected to replace the original from Genuine’s founding in 2005.
In tandam with client work, I led creative for a team dedicated to launching a new company site, collateral, signage, merch, pitch materials, photography, video, and social assets with the new brand look and feel.
