NIKE EVENTS
The ask was straightforward, yet encompassed layers of considerations and complexities — all in an aggressive three-month time frame. A leading specialty materials makers, purchased another industry leader and needed a name, logo, and identity for the brand-new entity.
MSNBC ESSENCE FEST
But this was more than just a coat of new brand paint and a catchy name: It was bringing together two companies with long histories, proud workforces and strong identities that, when combined, would transform into a globe-spanning giant with over 70 manufacturing facilities and 9,000 employees worldwide.
MICHAEL KORS
When combined, would transform into a globe-spanning giant with over 70 manufacturing facilities and 9,000 employees worldwide. A “New Co” positioned for global leadership, complete with the culture, vision and values worthy of its ambitions.
Alkegen
The brand and archetype exploration described New Co as smart, disruptive, innovative, knowledgeable and, above all, transformational. We began circling two concepts — “alchemy,” the study and practice of changing and creating new materials.
AXE HAIR CARE
The study and practice of changing and creating new materials (transformation); and “new era” or “new generation” for the future to come — that, when combined as “Alke-Gen,” yielded something unique and future-forward, just like the two companies that came together to create it.