PROJECT DESCRIPTION

For 55 years, LRXD was a purpose-driven agency focused on clients that specialize in health and happiness. But this amalgamation of letters and graphic identity didn’t telegraph its DNA. So, it rebranded as Common Good to better communicate its ability to unite people around brands that believe in the betterment of people, their communities and the planet.

Common Good specializes in design, advertising, experience and business transformation, so designing a visual brand identity that signals clues about its beliefs also motivated employees and clients to be part of its evolution.

The new design is bright, accessible, democratic and playful. It centers on bold sans serif type with a welcoming feel, and simple keystroke icons that represent health (+ sign) and happiness (sideways parenthesis smile). The name common good (in lowercase) can be paired with these icons as a logo; so can the initials, which are stacked to incorporate the c into the g shape, and tag with the smile below.

The look has been applied to the name, logo, color palette, typography and iconography, the website, a brand film and an internal culture book. Clients approve: Common Good has won 10 accounts in 10 months.

PROJECT INFORMATION

Entry Type: Series / Campaign Entry

Channel: Cross-Media

Primary Role of the Designer: Unknown (NA) / Other (if other, please explain)

Client Relationship: An in-house on-going relationship

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Development Budget: Decline to state

Production/Execution Budget: Decline to state

Source of Funding: Other (if other, please explain) This was an internal agency project

Typefaces:

Paper:

Materials:

CREDIT INFORMATION

Creative Director: Jamie Reedy, Andy Dutlinger, Kelsey Steffes, Ashley Rutstein

Art Director: Drew Bentley

Designers: Garrett Deheer - Print Designer; Quentin Lueninghoener - Print Designer

Researchers:

Developers: Graham Swanson - Website Development, Sitecraft - Website Development

Copywriter: Jenna Capobianco

Illustrator:

Photographer:

Printer:

Producer: Stephen Hausrath - Print Producer

Other Credits: Kelly Reedy - Chief Executive Officer; Jenna Capobianco - Executive Creative Director; Garrett Deheer - Digital & Design Director; Sean Herman - Website Designer; Kristin Goulet - Production Designer; Sandy Hazzard - Project Manager; Jonas Mayabb - Director of New Media Productions; John Gilbert - Chief Innovation Officer; Matt Coddaire – Editor

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