ABOVE:The new identity retains Thelen's legacy yet sets it apart with a classic and customized logotype that can grow with the agency, and an icon so versatile it can become anything yet says one thing: Thelen is approachable. That message of approachability plays out through the collateral and stationery.
Role — Art direction and design.
BELOW:A playful approach to the logotype still retains a classic look.
BELOW:A new website further illustrates Thelen's approach by taking a seemingly different one — void of cliché design elements like homepage carousels but full of whimsical touches.
Role — Business strategy, creative strategy, art direction, design, front-end web development.
BELOW:Custom cookies reiterate Thelen's approachability as part of the new-business sales process.
discovery
After a thorough research stage soaking up the wisdom of Thelen's longtime employees, competitive insight, and digging through the archives of Thelen's 40-year history, several themes emerged:
- Thelen is dedicated to "appropriate" design and marketing. Trends/flashiness/etc. are appropriate only when they are so — i.e., it makes sense strategically and benefits clients' marketing and communication pain points.
- Standout client service. Thelen treats its clients' money as if it were its own.
- Resounding reputation as an approachable group of people.
These insights became the foundation for how we communicated Thelen. Bright colors communicate our belief in design but also our rich culture.
agency leadership
As Art Director, I've been instrumental in cultivating improved processes, developing the team's creativity and level of strategy, and pushing for improved approaches to client work and client interaction.
/ interjection / scandinavian
1 You’ve just taken in a lot! Some would call it “the end.” I, however, call it “the beginning” — perhaps of something beautiful. Let’s find out together.
© Copyright 2023, Samantha Bohn.
