Brand: Identity, Analog and Digital Expression, Website Creative Guidance, Guidelines

Project: Ergomotion stood on the brink of making a profound impact on the lives of millions. As the world's leading producer of adjustable beds, they were unveiling a groundbreaking product that seamlessly integrated healthcare metrics with innovative aging and wellness features, all while prioritizing ergonomics. The challenge lay in connecting with the aging population and their offspring in a manner that resonates with seniors' genuine concerns and illustrates benefits extending beyond the conventional understanding of a bed's purpose.

Solution: Unlike most brands in this domain that predominantly emphasize sleep and safety, approaching aging as if it were an ailment rather than a dignified life stage, Ergomotion took a different path. Seniors, in reality, yearn to engage with their passions, embrace life to the fullest, maintain independence, and relish the present. The name "Dawn House" encapsulates this essence, conjuring up emotions of vibrancy and optimism. Our motivational tagline, "Rise. Shine. Thrive.," served as the guiding force for the messaging and visual identity. This included a spirited logo, the use of dynamic lifestyle photography, and a color palette inspired by a sunrise, conveying a mood of tranquil sleep and the warmth of a waking day.

Result: Dawn House proudly earned recognition as an honoree at the esteemed CES 2023 Innovation Awards in the Digital Health category, garnering enthusiastic reviews from satisfied customers. The brand secured prominent features in House Beautiful, Sleep Doctor, Furniture World, Medium, and other noteworthy publications, underscoring how our efforts effectively set them apart across all relevant categories. At the 2023 Transform Awards, Dawn House clinched the Gold and Bronze awards for the best visual identity in the lifestyle and well-being sector and the best strategic or creative development of a new brand, respectively.

Creative Direction @Northbound

Our promise: We Get You. Alaska Airlines understands that when you fly, you want to be treated like the unique individual you are—not a nameless passenger blending into the crowd. Whether you travel for business, leisure, or both, we strive to understand your individual needs to create a pleasurable experience that brightens your day—wherever life takes you.

In everything we do and are in service of, we aim to positively affect how people think about us, what they say about us, and the way they feel about our airline. When we successfully deliver on this, we make a lasting emotional impact on our current and future flyers.

Who are we?  An 80+-year-old, locally-owned airline determined to deliver high performance through a caring mindset.

Who are we for?  For people whose time is important to them. Seekers of value and hassle-free experiences. Where comfort is found in special amenities and personable hospitality. We strive to intuitively understand your individual needs to create an experience that brightens your day and makes it delightful.

Results: Tasked by the CMO, we had just 30 days to strategically and conceptually prove out the new brand to the C-suite executives for approval. Thanks to the trust of our client partners and our talented, dedicated team, we were successful!

Designair.net did an exclusive, behind the scenes feature story on our process to develop the brand.

Creative Direction @ Hornall Anderson

Brand: Identity, Analog and Digital Expression, Website Creative Guidance , Guidelines

Project: This groundbreaking venture-backed startup embarked on a revolutionary mission. Unlike other enterprise security companies fueled by fear, their approach aimed to break free from the constraints of traditional solutions that impede progress in the dynamic marketplace. In today's fast-paced business environment, the ability to swiftly adapt and pursue innovative ideas is crucial. They were steadfast in constructing their beta product to not only enhance protection but also to ignite innovation. The challenge was to communicate this pioneering approach in a way that resonated distinctly.

Solution: Striving for uniqueness and resonance across audiences, a parallel analogy arose to drive the idea: Why do cars have brakes? The answer: To go faster. Similarly, companies invest in security not to be constrained but to achieve freedom.

This realization became the catalyst for a distinctive strategy rooted in the concept of freedom. Oleria, named after a genus of butterflies symbolizing freedom from security constraints, encapsulated this notion. The tagline "Security that sets your business free" encapsulated this philosophy and was consistently woven into other positioning components and messaging.

The visual identity and brand expression drew inspiration from the natural world. Incorporating organic elements, transparency, and a vibrant kaleidoscope of colors inspired by the atmosphere, the brand conveyed boundless typography and non-contained brand elements, reinforcing the idea that security breaks down barriers.

Result: Launched in March 2023, Oleria made a powerful entrance with a brand that felt liberating, organic, and confident. This resonant identity not only built credibility and trust but also yielded significant outcomes. The clarity of purpose embodied by the Oleria brand translated into faster decision-making, aligned product roadmaps, more customer-centric support, strategic hiring choices, and impactful sales conversations. Creative accolades were also given at the 2023 Transform Awards, where Oleria clinched the Gold for the best naming strategy. In 2024, it took home a prestigious Hermes - Platinum for best brand in Strategic Campaigns.

Creative Direction @Northbound

Brand: Identity, Digital-Traditional Expression, Guidelines

Project: Flyhomes faced a distinctive challenge: high demand but limited supply. They embarked on the creation of a Partner Sales Channel, intended to become Flyhomes' next billion-dollar venture, starting from the ground up. The objective was to eliminate the obstacles inherent in the conventional process, enabling agents to efficiently cater to more clients in less time, facilitating quicker home purchases for their clients. While the market clearly indicated demand, there was a necessity to establish a distinct brand, independent of their existing brokerage, to cater to these specific audiences. Moreover, this needed to be achieved within a tight timeframe of only 8 weeks.

Solution: Working with brand strategy and positioning focused on simplicity, the product was named Sailbridge and the tagline, ‘Close With Confidence’ was created to support the simplicity positioning and telegraph trust and reliable.

The brand identity expresses the idea of cool simplicity echoing the experience of working with the Sailbridge product. The modular system allowed Sailbridge’s team to create assets simply and get the brand to get off the ground quickly.

Result: Despite a timeline deemed implausible by many, this brand was conceived and introduced to the market. This effort enabled the Sailbridge team to swiftly enter the market, and the impactful message resonated well, resulting in an immediate and positive customer response.

Creative Direction @Northbound

Brand: Identity, Analog and Digital Expression, Tone of Voice, Manifesto, Product Merchandising Strategy and Design, Website Creative Guidance, Guidelines

Project: SOL Yoga is a cherished haven for yoga enthusiasts, a sanctuary nestled in the heart of Leschi, Seattle. It is devoted to the art of Power Vinyasa Yoga. At the core of SOL lies an enchanting experience: Warmth. Flow. Oneness. The very essence that sets SOL apart. However, the studio recognized the need for an identity upgrade – an evolution that retained the beloved name but aimed to amplify impact and elevate brand recognition.

Enter the Solution: Picture the sun, the celestial maestro orchestrating the dance of our solar system. It's the lifeblood of our planet, gifting us with light, warmth, and boundless energy. Without the sun, life as we know it wouldn't exist. Now, contemplate this radiance within us, our inner light, warmth, and core energy. It's the bedrock of our physical, mental, and emotional well-being. When this core energy harmonizes, we feel resilient, centered, and grounded.

Our brand identity mirrors this profound connection to the sun's energy. We are intertwined, a cosmic dance of shared vitality. Warm, tonal colors, mirroring the hues of human skin, form the organic link from light to life. Every aspect of our brand was thoughtfully crafted, intentionally designed to be iconic, creating a visual masterpiece. A merchandising strategy was meticulously devised, not only as an artistic expression but as a financial boon, augmenting the studio's revenue bottom line.

The Glorious Result: The fall of 2023 marked the triumphant rebirth of SOL Yoga. The revamped brand catapulted the studio to new heights, both literally and metaphorically. A fresh studio space emerged, christened "Sol Up," perched in an upper loft, while the original space, "Sol Down," remained a cherished hub for yoga enthusiasts. The success of this revitalization resonated not only in the physical expansion but also in the vibrant spirit that continues to draw patrons into the radiant embrace of SOL Yoga.

Brand: Strategy, Voice, Identity, Digital-Traditional Expression, Guidelines, Product Packaging

Project: Armed with a groundbreaking new product set to revolutionize an established market, and facing the challenges inherent in a direct-to-consumer launch approach, the Carewave corporation sought a distinctive presence in the expansive realm of solutions for back pain. Equipped with a fully functional prototype and ambitious expansion aspirations, Carewave sought assistance in refining the product's name and crafting a brand identity that effectively conveyed the advantages of pulsed heat to customers.

Solution: A comprehensive brand strategy was formulated, emphasizing a unique aspect often overlooked but of utmost importance: comfort. Rather than fixating on the 'what' of "pulsed heat," our foundational brand strategy for Soovu centered around the 'why,' resonating with the profound need for comfort within the target audience. The chosen name, Soovu, was carefully selected to convey the product's quick relief and soothing qualities, complemented by a friendly brand identity designed to set Soovu apart in a competitive market.

Our visual solution for the Soovu brand emerged from in-depth interviews with back pain sufferers, including those dealing with chronic pain. Despite their challenges, they remained hopeful for relief. Symbolically reflecting this hope, the brand identity incorporates the rhythmic wave of pulsed heat transforming into a comforting smile. The color palette consists of warm waves, providing a versatile canvas, while a soft and friendly font enhances the brand's name and design kit. This cohesive visual language extends seamlessly across product, packaging, digital, and communications, maintaining a signature sense of warm soothing calmness.

n terms of tone of voice, the same hopeful idea served as the foundation, guiding our messaging to echo the optimism of those seeking relief.

Result: GeekWire Awards - Finalist - UX Design of the Year

Creative Direction @Northbound

Campaign: Creative Development, Character Personas, Creative Production, Illustration, Radio, Print, Digital, Outdoor

Project: Let's Turn Rain into Fun!
Hey there! Did you know that raingardens and cisterns are like superheroes for Puget Sound? They swoop in to save the day by diverting dirty rainwater away from our precious streams and pipes. But guess what? The flow of installed raingardens in King County was slowing down to a mere trickle, and that just wouldn't do!

Enter Stewardship Partners, the guardians of our Sound's native habitat. Determined to kickstart some serious participation in this awesome program, they got creative!

Solution: We put on our PNW “thinking cap” Beanies and realized that while the original grant program was a hit with eco-warrior homeowners, we needed to cast a wider net. So, after some brainstorming sessions fueled by creativity and enthusiasm, we uncovered two super cool reasons for anyone to jump on board: raingardens could save your basement from becoming Atlantis, and they could save you some serious moolah!

But wait, there's more! We teamed up with some amazing local talent, including the legendary Stone Gossard from Pearl Jam, because who better to rock this campaign than a eco-conscious, local hero?

Radio, digital media, and print - Oh my!
Introducing our brainchild: "Rainchangers"! This campaign was all about spreading the word in the most fun and funky way possible. Picture this: your next-door neighbors are actually Puget Sound natives - an orca, an octopus, and a salmon. They're here to remind you that installing a raingarden or cistern isn't just about saving the planet (although that's pretty awesome), it's about saving you money, saving you from a soggy basement, and, of course, saving the Sound!

Result: Fun, engaging characters that catch you offgurd and smile with their witty, quirky personalities, colorful and fun outdoor billboards and print ads that'll make you look twice, and beautifully illustrated digital content that put the brakes on your thumb scroll, we let our aquatic "neighbors" tell the story to all of King County. And guess what? Our catchy campaign drew in more homeowners than ever before, turning them into proud members of the raingarden family!

Creative Direction @Northbound

Brand: Strategy, Visual Identity, Digital-Traditional Expression, Guidelines

Creative Direction @Northbound

Brand: Visual identity, Digital-Traditional Expression, Guidelines Media Content and Campaigns, Launch Video

Project: Rebrand Microsoft Consulting Services into a new era – introducing Microsoft Industry Solutions.

Solution: Welcome to the realm of Microsoft Industry Solutions – the dynamic force propelling Microsoft partners beyond the realm of possibilities into the practical, where unparalleled outcomes await. Embarking on a journey of transformation, we skillfully rebranded the Industry Solutions portfolio, building on a cohesive brand strategy. Picture a vibrant tapestry of powerful visual identity, compelling messaging, captivating storytelling, and dynamic video production – a symphony of elements meticulously orchestrated to breathe life into this refresh. Not just a rebrand; it's a thrilling metamorphosis that ignites excitement, sparking a new era where innovation meets impact.

Creative Direction @Northbound

Brand: Strategy, Voice, Storybook

Creative Direction @Northbound

Brand: Strategy, Narrative, identity, Product Packaging, Guidelines.

Project: Taylor Shellfish Farms boasts a rich history of oyster farming in the Pacific Northwest, spanning five generations. Our family-named products have become a regional staple, celebrated for the delectable freshness of our farm-raised oysters. When we took over Ekone – a cherished local oyster and seafood cannery – our aim was to extend our influence even further, delivering that same delightful freshness now packed into a tin.

Solution: Recognizing the profound impact that process and farming practices have on the quality of our products, we yearned to infuse that passion into the brand narrative – a pivotal cornerstone of our brand identity. Our narrative delves into all the crucial aspects important to the Taylor Shellfish Farms family – the meticulous process, the artistry of our craft, and the enduring legacy we carry. All of this is presented within the context of the person about to crack open a tin of our seafood because it's in that moment of tasting that you truly immerse yourself in the goodness of our brand.

Our identity mirrors the rhythmic flow of the tide, drawing inspiration from the color schemes synonymous with the Pacific Northwest and the ocean waters. This is seamlessly combined with bold, elegant letterforms that visually anchor our brand in its category. The logo and letterforms are not just easy to read; they're also unexpectedly unique, seamlessly blending symbols, lowercase, and uppercase forms. This ensures that our brand is not only effortlessly readable but also irresistibly eye-catching on the shelves.

Creative Direction @Northbound

Our promise:  Savor Connections. La Brea Bakery understands that the act of breaking bread brings people together. The traditions of baking and sharing bread are fundamental rituals upon which our modern society was founded. Our "why"? We believe that togetherness is the essential ingredient that all people crave. Breaking bread with others provides a simple way to connect, much like genuine love. Bread—shared as love—can become a bond that sustains traditions and builds strong communities.

Who are we?  We are obsessive artisans who pride ourselves on making the most delicious, readily available, simple, high-quality baked goods using the finest ingredients.

Who are we for?  Our customers are people compelled to show that they care, demonstrating that others matter to them. We aim to let these individuals know that they are special and important in our lives.

Results: La Brea Bakery's "Share It Forward" national bread truck tour created a 7% increase in brand awareness on social media channels. An educational redemption program educated consumers about the brand as an affordable, premium, freshly baked, on-site offering.

Creative Direction @ Hornall Anderson

Promise: Rebuilding A Bond With Honest Food. Emmer & co's dedication to making yesterday's goodness possible today and tomorrow – will prove that a trusting, respectful relationship between people and their food is essential and fulfilling.

Our why?  We believe this is what food was and what it should be again: simple, healthy, humane and sustainable.

Who are we?  We are the purveyors of honest origin and unique taste – we pause to savor and appreciate where food comes from and for all it does for us.

Who are we for?  Our customers want to be uncommon. They seek to have good taste and to share it with people they care about.

Results: In three years, the brand exceeded its growth distribution plan 29%, penetrating both southern California and Oregon. Consumers desire for honest food continues to climb, preserving Franks precious lineage of heritage birds, hopefully for generations to come.

Creative Direction @ Hornall Anderson

Our promise:  Mythical Forest of Enchantment. Welcome to a world of mountain peaks, where eternity is visible and lush valleys and infused light changes everything. You are free to roam the mysteries of this place to discover illuminations of your own. Wherever you go, Cirrus the benevolent bear – Shiva guardian of this ancient forest is there to be your spiritual guide. You are never lost.

Our why? We believe in raising the THC edibles high bar. Where confectionary quality or taste in this budding industry is either or unconsidered by those who only consider potency or profit. We will never compromise on our high quality, organic ingredients or our customers highest expectations.

Who are we?  Emerald Sky is a San Francisco, bay area edibles manufacturer comprised of a team of dedicated and passionate professionals, working together to bring world-class, organically made confections that are infused with famed northern California cannabis, sourced from growers from within the Emerald Triangle. Their candy manufacturing team has over a century of experience making sweets, with origins dating back to 1902.

Who are we for?  We’re not for everyone, that’s for sure. We are a picky pack that is easy going but experimentally adventurous. Those who seek gem-like moments of bliss in their daily life of experiences. They have high expectations in what they seek, especially in THC edibles. Diversity and the uncommon nature in premium offerings is the hunt, and they’re willing to pay to get it.

Results: Launching statewide in California - fall 2018.

© David Bates

Our promise: Producing Positivity. Goodnature believes in chasing dreams, trusting in everything you do is right to bring dreams to fruition, that brings out the best in nature and people.

Our why?  We are a family that believes in the philosophy of living life holistically fulfilled. A tinkerer’s passion for making the world a better place and drive to make people healthier and happier through the benefits of juicing.

Who are we?  Dale Wettlaufer stepped away from a career in aerospace to follow his heart, engineering a better juice press in his upstate New York barn. That singular moment bloomed into becoming a proud, family-owned and operated manufacturer of juice presses and pasteurizers for companies worldwide for 40 years.

Who are we for? Shared valued business partnerships like Whole Foods, Suja, Clean Juice, Blue Print, and Evolution Fresh

Creative Direction @ Hornall Anderson

Our promise:  Following Nature’s Lead. Evolution Fresh is inspired by the simplicity of nature. They crack and peel fresh-picked fruits and vegetables and press them into something clean and natural: just juice, the way nature intended.

Our why?  Live Radient - To provide accessible, delicious nourishment without compromise, so people can feel their best and live a radiant life.

Who are we?  Starbucks’ new acquisition into the better-for-you juice, CPG category. Evolution Fresh utilizes cold-press technology to purify and preserve the healthy and nutritious nature of fresh juices.

Who are we for?  Active wellness and food conscious seekers of better for you offerings.

Results: 50% increase in sales in the first six months. 30% growth of share in-store premium grocery. Nationwide expansion in SBUX, big box, club outlets.

Creative Direction @ Hornall Anderson

Our promise: From Tide To Table. Taylor Shellfish Farms believes that serving and eating shellfish creates a bond between two treasured legacies – yours and ours.

Why?  Because we care about:

The Family. The love of farming shellfish creates an unbreakable bond with the past and future generations. Farming is in our blood.

A Sustained Legacy. Success goes beyond the bottom line; success is demonstrating a social/environmental responsibility and advancing the family business.

The Environment. We are dedicated green leaders in the shellfish industry. A better shellfish experience is a better Earth.

Who are we? A family-run, farmer and exporter of shellfish from the Puget Sound.

Who are we for? People Who Want The Best – Our shellfish is the best. Our customers span the world seeking out the finest shellfish, and they buy ours.

Who Want Prestige – Seek the most prestigious shellfish product. A shellfish offering that who’s story is built on generations of family farming traditions and experience.

Who Are Proud. Our shellfish reflect on our consumers in a personal way. They buy the finest because they take as much pride in their restaurants as we do farming shellfish. They are proud to sell our shellfish.

The Honoring Those Who Serve 737-900ER airplane is dedicated to the brave men and women of the US military, as well as veterans of the armed forces and their families. Its unique exterior paint scheme, conceived by a small group of Alaska maintenance technicians, was designed to symbolize remembrance, pride, and appreciation. The special livery was created in partnership with Boeing and the design concept was designed and directed by me.

The design includes a red stripe and blue aircraft body to incorporate elements of the American flag; the phrase "Honoring Those Who Serve," displayed on the fuselage; a symbolic crest representing the Alaska Airlines Fallen Soldier Program to the right of the cargo door; and an "Alaska Airlines Salutes" medallion on the right of the boarding door near the nose of the aircraft, with five stars representing the five branches of the U.S. Armed Forces: Air Force, Army, Navy, Marine Corps and Coast Guard.

A President Calvin Coolidge quote to the left of the rear cargo door reads, "No person was ever honored for what they received. Honor has been the reward for what they gave."

Alaska Airlines' "More to Love" livery for the PMDG Boeing 737-900ER was unveiled on December 14, 2016. N493AS commemorates the merger of Alaska Airlines and Virgin America. The slogan "More to Love" spans the length of the fuselage, connecting the two distinct airline colors from nose to tail. The gradient serves as an emotive symbol of the strength of the merger, with the two colors creating a harmonious blend of warmth in their transition.

Brand Promise: Come as you are. Do as you love.

Mammoth Mountain has forever stood as the ultimate winter haven for the effortlessly cool Californian crowd. Now, with the seamless integration of regular, direct commercial airline services, the resort is poised to beckon a global, elite audience to experience the unparalleled allure of its hometown—a place exuding a warm, laid-back charm. Our team meticulously crafted an inviting and exhilarating brand identity, signage, and launch promotion system to serve as the iconic standard that extends an open-armed invitation to all, encouraging them to revel in the pure joy of being themselves and indulging in what they love. Come, be a part of the extraordinary experience that awaits at Mammoth Mountain!

Creative Direction @ Hornall Anderson

Brand promise: Belgium’s best, crafted in the Pacific Northwest.

Pyramid Breweries, the iconic Seattle-based brewing institution, proudly unveiled its inaugural Belgian Biere sub-line brand in the early 2000s. This groundbreaking creation, exclusively available through PNW QFC and Kroger grocery channels, marked a triumphant leap into the extraordinary realm of craft brewing. The seamless fusion of Belgian craftsmanship and Pyramid's unwavering dedication has given birth to a libation that transcends the ordinary— it is nothing short of a liquid masterpiece.

With heritage as our guiding muse, we meticulously crafted the brand identity, packaging, and promotional materials, drawing inspiration from the captivating world of old-world ephemera. Enter MONX, a name we coined and created to pay homage to the Trappist Monks who laid the foundation for Belgian bier styles. We also meticulously named the bier offerings and designed custom fonts and expression, illustration elements for each Biere style, ensuring that every aspect of MONX reflects the rich tradition and innovation synonymous with Pyramid Breweries.

The design embraces the legacy, the craftsmanship, and celebrates the exquisite artistry of MONX— where every sip is an homage to the past and a testament of Pyramid's unwavering commitment to brewing excellence. Cheers to a liquid masterpiece that still stands as a fresh example on how to create a timeless, enduring brand.

© David Bates