Portfolio selection: New Leash on Life Rebrand
New Leash On Life USA is one of the country’s most unique prison-dog training programs. They save the lives of at-risk shelter dogs by training prison inmates to care for and socialize them, enhancing the dog’s ability to be adopted. In turn, prison inmates gain valuable personal and professional skills. The program (which has multiple benefits) has had a notable impact on the re-incarceration rate of its participants.
New Leash on Life requested a new brand that would soften their visual tone while introducing a stand-alone brand mark in line with their brand position.
They wanted to avoid being perceived as a typical non-profit.
Portfolio selection: New Leash on Life Rebrand
Portfolio selection: New Leash on Life Rebrand
Portfolio selection: Little Smiles Brand Evolution
Little Smiles’ mission is to help heal hearts and create little smiles by providing gifts and fun activities to children impacted by serious illness, homelessness, or tragedy. With the guidance of local professionals such as doctors, nurses, child life specialists and social workers, Little Smiles strives to help kids escape their unfortunate circumstances, even if only for a short period of time.
Little Smiles requested a refresh of their current brand. While they were attached to the existing concept, they felt the implementation of their vision was amateur and required a reworking.
Additionally, the client requested a full set of brand guidelines to help ensure consistent use of the organization’s visual identity moving forward.
Portfolio selection: Little Smiles Brand Evolution
Portfolio selection: Little Smiles Brand Evolution
Portfolio selection: M&T Bank / Wilmington Trust
M&T Bank acquired Wilmington Trust in 2011. For several years following, Wilmington Trust dealt with negative press surrounding the illegal actions of former members of the bank’s leadership. This resulted in M&T Bank being unwilling to co-brand or associate its brand directly with the new acquisition.
Eventually, as their agency, we argued it was time to present both brands in a unified manner and paved the way for the bank to begin thinking about Wilmington Trust in a more integrated way, initially through the development of a co-branded sales deck.
“Until Jesse and his team designed our first co-branded sales deck, no one in the bank had attempted to present the two brands together. Their willingness to pursue it while working to win internal buy-in, and the positive reception it received, opened whole new opportunities within the bank. It’s really why we have our internal marketing team today.”
Joy Falconer
Vice President, Commercial Banking
M&T Bank
Portfolio selection: M&T Bank / Wilmington Trust