the new freshark juice bar & grill brings everything a health-conscious consumer—and agency—could hope for: locally-sourced food that’s good and good for you; freshly-made, chef-designed meals; service with a smile; all wrapped up in a modern, beautiful space. the branding challenge: build a brand that represents their fresh take on quick serve dining, while ensuring consumer perception is that freshark is both juice bar and restaurant. the solution: a new logo distinguished by a lemon icon to symbolize both food, juice and freshness; a brand aesthetic that speaks to their all-natural, simple, yet quality offerings (without being overly earthy); modern design elements—including bright, active colors and a system of mod icons that define their products and health benefits; and a brand voice that’s accessible, youthful and witty. the brand was then extended and launched via packaging, uniforms, in-store signage and decor, and every other touch point. the freshark franchise concept is booming because of the quality of the food, juice and service—and, might we say, branding.
crush pizza is fast becoming a sensation in boston, from their authentic 900 degree wood fired brick oven (built and shipped from naples) to their high-end, fresh ingredients and old world passion. so when they approached us to re-brand them, we were inspired on a number of levels.
first up, a new logo design using an illustration of the coveted san marzano tomato, an important differentiator in the high-end pizza sector—and used exclusively by crush—we put the brand’s unrivaled quality front and center. using the colors of naples, we also used a distressed look to emphasize its natural, artisanal, wood-fired approach, juxtaposed with the modern font, to create bold, clean lines. the best of yesterday meets the best of tomorrow. crushed it! much more coming, so stay tuned!
let’s face it. grand central terminal is one of the most beautiful and architecturally relevant buildings in all the world. and with 68 shops and 35 dining options, it’s become a destination unto itself. and so when the time came to give their magazine, connections, a fresh face, the watsons were all aboard. we refreshed the design, cover to cover, including a new, elegant masthead and lots more editorial design. we invited social fans to the party by using their instagram pics on the cover. and we conducted a photo shoot creating gorgeous product spreads to show off their shops and eateries for their gift guide. in the end, connections was a true reflection of the grandest terminal of them all.
take celebrity chef, iron chef judge, restauranteur extraordinaire donatella arpaia. partner her with one of the hottest, farm-to-desk quick service restaurant brands in the city—and what do you have? a whole lot of happy watsons! donatella’s award-winning meatballs (named best in manhattan by new york magazine and two time winner of the nyc wine & food festival’s meatball madness) are now being served three ways at fresh&co: cup (amazeballs), sandwich (amazewich) and quinoa bowl (amazebowl). and the watsons have been busy developing the co-branding campaign: partnership logo and identity, product naming, out of home posters, counter cards, social and web assets, and employee shirts. so, come on over to fresh&co. and have yourself a meatball, or six.
boston children’s hospital has been rated the best pediatric hospital in the country. but with all of its accolades, you only have to walk its hallways to know it’s a special place. so how then, to show the world of prospective employees what makes boston children’s unlike any other healthcare environment? with a brand new career site that let’s the brand’s greatest asset do the talking: its people. the watsons developed the site with the concept of featuring employee ambassadors—who post across social media about their day’s work—giving job seekers the opportunity to follow them and gain unprecedented access to their daily experiences. you’ll see them at work, get to know their teams, their passions, their inspirations and who they are outside of the hospital. thanks to the contributions of some of their incredible talent, a visit to the career site is an insight into the people, culture and careers that make boston children’s a stand out.
since 1973, lambda legal has litigated nearly every seminal court case protecting LGBT civil rights. their work has opened doors, minds and hearts on behalf of the lgbt community and this june, as they argue for same sex marriage rights to the united states supreme court, their work will change the course of millions of lives—forever. the watsons are honored to help shine a light on this extraordinary effort by way of a new digital/social campaign launching tomorrow. one that’s anchored by a simple, but resonant mantra: LOVE RULES.
conceptually, #LoveRules reminds our audience that when you peel back the layers of political and religious rhetoric, this law is simply about affording gay and lesbian americans the same civil rights afforded to all who choose to marry. and that nothing’s more important than our capacity and freedom to love. when #LoveRules, hatred and violence don’t. and while #LoveRules doesn’t promise victory, it does ask all involved to fight for love to prevail.
from a social campaign on facebook, twitter and instragram—to digital ads on huffington post gay voices and lgbt blogs—all roads lead to a microsite that inspires people to action. we’ve also created a full line of LOVE RULES swag, so people can wear their conviction with pride. #LoveRules will run from its launch in late march through the decision in june, 2015.
when the esteemed montclair state university needed to raise awareness about its incredible range of academic opportunities, the watsons went to work. we created an integrated enrollment campaign—consisting of print, out of home, digital and social—for those seeking top-level undergrad and graduate educations. we also spoke to those interested in extra credit opportunities and students who wish to transfer to a higher quality academic experience. there are few things as special as connecting people with their dreams.
our wonderful client, bartlett tree experts, has been keeping trees and landscapes beautiful since 1907. and in those 107 years, they’ve grown to become the best at what they do on the planet—bar none. it was our honor to keep them looking as progressive as the science they create and deliver—with a newly-designed suite of consumer-facing collateral. keep your eyes peeled. there’s more where this came from.
new client, public health foundation enterprises (phfe), works to improve the health and well-being of communities across the country by providing support to public health officials, community-based organizations and principal investigators. to help them bring their good work closer to those who benefit from it, the watsons took the brand digital by creating a mobile site. not only does the site provide support to phfe’s own team via technical tools, it helps them engage new clients and provides users with a news feed with regular updates on their important work. good things happen when people work to make a difference.