IDENTITY & BRAND BOOK
LOGO STILL & LOGO MOTION
BRAND BOOK
PROMO REEL
NAMING ARCHITECTURE + IDENTITY SYSTEM
CREATIVEDRIVE: ARCHITECTING A LIVING BRAND SYSTEMCHALLENGE:
CREATIVEDRIVE NEEDED A COHESIVE YET FLEXIBLE NAMING SYSTEM THAT COULD:
Unite a global network of creative studios
Maintain corporate clarity while fostering boutique agency feel
Scale effectively with company growth
Create distinctive identities for locations, practices, and products
SOLUTION:
Developed an integrated naming architecture anchored by the brand's signature 'd' icon that worked across multiple touchpoints:
LOCATION NAMING
CREATED A DUAL NAMING SYSTEM COMBINING PRECISION WITH PERSONALITY:
Functional: Street number + icon (d55, d3209)
Memorable: Location-inspired names (d55 the water, d3209 the lion) This allowed each studio to operate as a boutique creative agency while maintaining clear corporate connection.
CREATIVEDRIVE NEEDED A COHESIVE YET FLEXIBLE NAMING SYSTEM THAT COULD:
Unite a global network of creative studios
Maintain corporate clarity while fostering boutique agency feel
Scale effectively with company growth
Create distinctive identities for locations, practices, and products
SOLUTION:
Developed an integrated naming architecture anchored by the brand's signature 'd' icon that worked across multiple touchpoints:
LOCATION NAMING
CREATED A DUAL NAMING SYSTEM COMBINING PRECISION WITH PERSONALITY:
Functional: Street number + icon (d55, d3209)
Memorable: Location-inspired names (d55 the water, d3209 the lion) This allowed each studio to operate as a boutique creative agency while maintaining clear corporate connection.
PRACTICE NAMING
UNIFIED EIGHT GLOBAL PRACTICES UNDER THE 'D' SYSTEM:
plan’d (Strategy), create’d (Creative), d’igital (Interactive), etra’d’e (ecomm), d’lux (luxury/fashion), soun’d, culture’d (events+culture), d’iscovery (research/innovation)
PRODUCT NAMING
EXTENDED THE SYSTEM TO SAAS OFFERINGS:
Cora‘d’CGI, Tune’d, View’d
RESULTS
- Created an intuitive, scalable naming system
- Transformed corporate locations into distinctive creative spaces
- Built employee pride through insider identity (merchandise, branded spaces)
- Established memorable client touchpoints
- Developed a living brand system that grew with the organization
UNIFIED EIGHT GLOBAL PRACTICES UNDER THE 'D' SYSTEM:
plan’d (Strategy), create’d (Creative), d’igital (Interactive), etra’d’e (ecomm), d’lux (luxury/fashion), soun’d, culture’d (events+culture), d’iscovery (research/innovation)
PRODUCT NAMING
EXTENDED THE SYSTEM TO SAAS OFFERINGS:
Cora‘d’CGI, Tune’d, View’d
RESULTS
- Created an intuitive, scalable naming system
- Transformed corporate locations into distinctive creative spaces
- Built employee pride through insider identity (merchandise, branded spaces)
- Established memorable client touchpoints
- Developed a living brand system that grew with the organization
The naming conventions also lend themselves to very cool swag.
In essence, I created an insider effect - psychology at work. The t-shirt with "d3209" (with that stylized d) worked on multiple levels:
- Created curiosity - it looks like a code or secret message
- Gave employees a sense of belonging - they're "in the know"
- Sparked conversations - people want to ask about it
- Functioned as subtle but intriguing branding
- Made employees feel special - they're part of something exclusive