With the launch of Skyrizi, we developed the brand campaign, rolled across digital, print and broadcast to reflect the possibilities that this new drug offers. Here, we see examples of the campaign adapted for social media.
Creative Director: Bryon Lomas
Art Director: Ben Lutz
Copywriter: Alexis Sawyer
CloudPay, a digital payroll service, was trying to refresh and modernize their website for a global audience. They wanted a fresh “FinTech” feel that felt both humanistic and also cutting edge. Standing out among their competitors, this design was rolled out into their current live site.
Art Director: Benjamin Lutz
Creative Director: Michael Licata
Content Director: Sara McMillan
Our team was tasked with rebranding and giving a new voice and feel to Continuum Health Alliance, a consultancy that provides high-level thinking and technology expertise to the healthcare industry. Starting with the logo, we then carried the brand feel to the website redesign, illustrating their signature message of transformation between healthcare and technology. We carried the branding throughout, including print and mailer ads, as well.
Art Director: Benjamin Lutz
Content Director: Sara McMillan
Creative Director: Mike Licata
A campaign concept we created for Jefferson University's mission to create an Institute for Digestive Health, we capitalized on Jefferson's mission of leading, building and moving forward. The main campaign slogan, "Leading Together" was broken out into a series of headlines including, "Healing Together", "Advancing Together", and "Thriving Together" with relevant visuals showing Jefferson's mission of collaboration and growth.
Art Director: Benjamin Lutz
Creative Director: Michael Licata
Content Director: Sara McMillan
For a new seafood-inspired restaurant concept, we crafted a cohesive coastal-themed visual identity that hearkens back to traditional seafood houses but brings them into the present day. With boldly detailed nautical themes and a sophisticated palette, Saltwater Social sets the stage for a cool, relaxed atmosphere that would whisk you away to sea.
Art Director: Benjamin Lutz
Creative Director: Michael Licata
Content Director: Sara McMillan
Our team was tasked to envision the visual identity for a new rooftop bar in London under a prominent umbrella of restaurants. Called One Rooftop Bar, we created the logo, uniform, menu design, and other accessories for a sleek, trendy and cool atmosphere.
Art Director/Copy: Benjamin Lutz
Massive Bio, a healthcare consultancy and startup, needed a brand look and feel developed for their online experience. Starting with only a provided logo and existing copy from their original website, I developed a responsive full scale site that outlined their mission and also plans available to their networks.
Art Director: Benjamin Lutz
Content Director: Sara McMillan
Creative Director: Mike Licata
J.G. Wentworth, a financial lending institution, had a variety of products and services that they wanted to promote on both their main website as well as in apps, microsites, and emails. Maintaing a brand consistency with a user-friendly, approachable aesthetic, below are sample pages from their various initiatives.
Art Director: Benjamin Lutz
Creative Director: Michael Licata
Content Director: Sara McMillan
Positioned as a casual but elegant wine bar, we created an identity for a sophisticated yet approachable wine bar in London under a prominent restaurant group. We created the logo, menu designs, signage concepts, uniforms and other restaurant accessories. Cheers!
Art Director: Benjamin Lutz
Content Director: Sara McMillan
Creative Director: Frank Pileggi
Aria Health, a regional hospital system, was merging with Jefferson University and need a campaign to announce the merger. We rebranded Aria Health's entire look, including their website, collateral and a campaign across the Philadelphia area, including billboards and transit signage.
Art Director: Benjamin Lutz
Content Director: Sara McMillan
Creative Director: Michael Licata
For Hard Rock Café, we were tasked with redesigning the entire menu system — from main dining, to beverages, to desserts, to tabletops, to kids menus. I took a look at what inspired Hard Rock from the start — authenticity and honest-to-goodness rock n' roll. Highlighting that in the menu covers, type compositions and a refreshed palette, we gave the new menus a fresher edge.
Art Director: Benjamin Lutz
Creative Director: Frank Pileggi
Copywriter: Jim Murphy
JMC, a site development consultancy, was in need of a rebrand, and the assets to go along with it. With a very highly skilled team of professionals in many skillsets, we want to created a brand experience that effectively captured the broad scope of what they do in site development. The extensive responsive website was carried out to show all their disciplines, work examples, and project types in a comprehensive way.
Art Director: Benjamin Lutz
Creative Director: Michael Licata
Tasked with rebranding an existing restaurant with a modern take on French-American cooking, we created a dynamic branding system that showed varied logo applications — from roosters, to asparagus, to pigs, to fish. This restaurant concept did not come to fruition, but it was an exciting exercise that carried through other branded elements to give a lighthearted, whimsical approach.
Art Director: Benjamin Lutz
Content Director: Sara McMillan
Creative Director: Mike Licata
Reel Fish, a new restaurant concept in the South, came to us with the need for a brand concept that was fun, popular and casual. Hearkening back to the fish camps of the past, our goal was to create a modern, rustic and unique place whose fresh personality reflected the freshness of their food.
Art Director: Benjamin Lutz
Creative Director: Jeff Dahlberg
Trying to highlight Wegmans' extensive wine selection, we thought to pair Wegmans' best wines with their best food counterpart. The wine and and the "protein" literally strike a balance on food scales, showing just how much of a match they are. Below we included detailed information on the featured recipe and the wine, just in case viewers' appetites weren't already motivated.
Art Director: Benjamin Lutz
Content Director: Sara McMillan
Creative Director: Michael Licata
While this concept was not final, the thinking for this branding exercise was extensive, envisioning a "fast-casual" type experience in the wonderful world of paella. With a logo that hearkens back to the tradition of cooking paella in a cast-iron pan, we were aiming to go back to the roots of paella in a friendly, approachable and casual way. The branding was carried through multiple elements — signage, aprons, wall graphics, even a food truck — for a truly delectable experience.
Art Director: Benjamin Lutz
Creative Director: Michael Licata
Content Director: Sara McMillan
Munroe Creative Partners was in need of a redesigned website. Together, we took a deep, hard look at Munroe's brand and voice, establishing a refreshed look. In addition to gathering and showcasing a large body of work, we also outlined Munroe's process and thinking, with a series of illustrations in a dynamic format. Lastly, to showcase the agency, I directed a photoshoot capturing the team in action, as well as high-quality head shots.
Art Director: Benjamin Lutz
Creative Director: Jeff Dahlberg
This was an informational site we designed for Bon Secours St. Francis Health System, based in South Carolina. By identifying key safety issues in the home, the outdoors, public spaces, and transportation, Bon Secours is raising awareness for everyday, common issues that will keep their patients safe and healthy. The user navigates through the spaces, answering a series of questions, which are then calculated to see one's total degree of safety knowledge. A dynamic infographic shows a visual expression of users' safety knowledge.
Art Director: Benjamin Lutz
Content Director: Sara McMillan
Creative Director: Mike Licata
Comcast came to us with various needs to promote their diversity among the company's media holdings and we developed a robust series of visuals that show Comcast's breadth of diversity across the board. Additionally, we helped in the launch of their concept store, Studio Xfinity.
Art Director: Benjamin Lutz
Creative Director: Michael Licata
Content Director: Sara McMillan
The Osprey, a new housing development in North Carolina, needed new branding and identity to position it against other desirable communities in the area. Situated on a lake with stunning sunsets, this identity reflects the tranquil, nature-filled surroundings for a relaxing escape to call home.
Art Director/Copy: Benjamin Lutz
Designed as a branded experience for Mercedes-Benz dealers through the Northeast, we created a campaign that highlighted the signature “Details” of the automobiles. A simplistic design evolved that really focused on the models and their eye-catching features. A simple online microsite accompanied the campaign where users could compare different models to each other.
Art Director: Benjamin Lutz
Creative Director: Jeff Dahlberg
We designed a dynamic logo for our Creative Team at Gannett. We started with a system of cubed letters and began configuring them in different ways; stacked, side by side, etc. We then expanded the branding to include the whole alphabet, creating a whole series of cubed letters. Perhaps one day we'll actually create physical blocks!
Art Director: Benjamin Lutz
Photographer: Joe Andris
Trying to capture the whimsy and playfulness of Graves products, I directed and stylized photoshoots for a range of designs at Michael Graves & Associates. Housewares, soft goods, kitchen gadgets, watches, jewelry, cleaning products, furniture, packaging, and signage among many others. Used for Target packaging, advertising, and promotional materials.
Art Director: Benjamin Lutz
Content Director: Sara McMillan
Creative Director: Michael Licata
We came up with the branding, collateral and online experience for 500 Walnut, a new luxury high-rise development overlooking Independence Hall in Philadelphia. Tasked with positioning this tower as exclusive, high-end and unlike anything else in Philadelphia, we developed a sophisticated, modern experience that would simply and succinctly show 500 Walnut is heads above the rest.
Art Director: Benjamin Lutz
Creative Director: Thomas Dooley
For L.L.Bean’s 100th anniversary, I came up with a campaign that would both highlight L.L.Bean’s timelessness over the past 100 years, but also would give their audience a little taste of Maine. As a quintessential Maine brand, their identification with their home state becomes synonymous with other key landmarks and icons within Maine. A series of stamps acts as a dynamic identity, enabling color variation, content and theme to coordinate with their commemorative products. Iconic photography was adapted to have a screenprinted look, customized with classic L.L.Bean colors relevant to 100 years ago but also today.
Art Director: Benjamin Lutz
Smuckers, a major food corporation, was in need of redesigning their mobile sites, particularly for JIF, Smucker's Natural Peanut Butter and other product sites where recipes, nutrition info, product information, where to buy, promotions and online purchasing capabilities. With a clear, on-brand look for each product, we developed sites for each product to reflect it's own unique identity while sticking to the overarching company branding.
Art Director: Benjamin Lutz
Creative Director: Mike Licata
Photographer: Scott Spitzer
For the Philadelphia Tourism Bureau, we conducted a multi-day citywide shoot throughout Greater Center City, capturing the energy, business and tourist opportunities. Visiting Chinatown, City Hall, 30th Street Station, the Riverfront, and multiple universities, we gathered a wide range of shots capturing Philly's magic.
