De’Longhi asked 160over90 to develop their holiday campaign for 2010. The goal was to let the customer know that De’Longhi products aren’t just home appliances, they’re great gifts for the design-minded person on your list. For the ad campaign we created a website that complimented this message by showcasing the products in an updated version of the De’Longhi branded photographic style that included festive propping for the products. The website also contained recipes, tips, and guides on how to utilize De’Longhi products to make your holiday even more luxurious.

Visit the site.

Created at 160over90, the team included:

Executive Creative Director: Jim Walls; Creative Director: Stephen Penning; Art Director: Adam Flanagan; Web Developer: Mark Llobrera; Copywriter: Kyle Arango; Account Manager: Jon Fruman; Photography: Tom Ammon.

While at 160over90, I was approached to help re-brand the University of Dayton School of Law. The goal was to convey UD’s Catholic Marianist principles, along with the prestige, forward-thinking, and innovative curriculum of the school. In the brand I wanted to recall the time when law was thought of as a noble profession, this allowed me to also speak to the prestige of the school through classic design motifs. For that I used a bold serif typeface along with black and white photography and illustrative seals. In contrast, to represent the forward-thinking and innovative curriculum I used a contemporary sans-serif typeface along with more modern looking icons bedded inside the seal illustrations. The book opens with a bold question embossed on the cover, “Does the world really need more lawyers?” The rest of the book sets out to argue the point for more lawyers that are backed with the experience of a UD School of Law education. This is proven by testimonials from students and faculty.

Created at 160over90, the team included:

Executive Creative Director: Jim Walls; Creative Director: Tammo Walter; Art Director: Adam Flanagan; Copywriter: Brad Failor; Account Manager: Lindsay Hendler; Photography: Anna Wolf.

The Woodmere Art Museum is dedicated to showcasing American Art that originated in Philadelphia. They came to 160over90 with the objective of creating a brand that would improve their reputation and increase their recognition among Philadelphians and tourists visiting the city. After helping the museum craft their key message and brand we were asked to create a dynamic identity for the institution.

The above logotype was one of the concepts I created. Our initial research had shown that people thought of the museum as a local gallery, not a museum housing some of Philadelphia’s most famous pieces of art. This logotype design presented a physical space, with the words “Woodmere” and “Museum” acting as the walls that housed Art. The diagonal stripe going through the logotype created a through line connecting Art to Woodmere and Museum. Alternate versions of the logo were created showing how a variety of textures could fill the type to explain that the museum houses American Art spanning many mediums and genres. Ultimately, the above logo concept was not chosen as the museums final identity.

The Woodmere Art Museum chose to go with an alternate concept we worked on, which was designed by Adam Garcia. The Woodmere’s final logo is presented below. It’s a very modern logo mark, that plays off the idea of perception and the perspective of the visitor viewing art, as well as creating a WM monogram. To expand upon the identity we created a secondary color theory of the logo for usage in tonal designs. We also created a series of patterns using the logo for end sheets in Woodmere Art Museum publications.

Created at 160over90, the team included:

Executive Creative Director: Jim Walls; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan; Designers: Adam Garcia & Adam Flanagan; Account Manager: Tereze Kunkel.

With the growth and revitalization of the Downtown Crossing neighborhood in Boston, Massachusetts there existed a lot of major construction projects. The city approached 160over90 to create signage that would wrap around the facade of the construction, and also express the neighborhoods key message, “Downtown Crossing is Boston’s meeting place.” Rather than signage alone we chose to create a public art installation, using everyone in the neighborhood as our subject matter. We wanted to remind people to slow down and meet someone new in Downtown Crossing.

We staged a week long photo shoot, where we photographed close to 1,000 portraits of people passing through the neighborhood. These photos were then assembled into large prints that covered all the major construction projects in Downtown Crossing. The colorful circles with the word “MEET” were placed between each portrait, suggesting to passersby to stop and meet someone new in the neighborhood.

While it’s tough to choose favorites out of nearly a thousand photos, I managed to choose a few and posted them below the images of the actual art installation.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Jim Walls; Art Director: Adam Flanagan; Copywriter: Brendan Quinn; Account Manager: Dan Giroux; Photographer: Matt Kalinowski

After our work on the brand positioning for Downtown Crossing, the city of Boston, Massachusetts asked 160over90 to develop an extensive identity system for the neighborhood. We created a logo system, as well as a variety of graphic elements to be used in all the branding materials. The identity system was accompanied by a brand guidelines document explaining the entire Downtown Crossing brand.

Logo
For the logo we created a clean modern typographic mark that combined the text of DOWN and TOWN into one clean form. Using the + as a substitution for the T reinforced the geography of the neighborhood, where the two most used transit lines cross in the neighborhood. It also conveyed the key message of Downtown Crossing being Boston’s meeting place. The logotype was created in a variety of colors to show diversity of the neighborhood.

Graphics
In addition to the logotype we created a collection of graphic tools to assist in the design of brand collateral. Those included a group of colored circles with the word MEET in it. The MEET graphic was used with copy to reinforce the idea of two differing entities coming together in Downtown Crossing. A suite of graphic patterns were also created to be used as backdrops within designs. The patterns were inspired by things found in the neighborhood.

The identity system was carried out across all sorts of mediums around the neighborhood. These included t-shirts and buttons for staff and visitors. The logo and MEET phrases were also displayed across the neighborhood on store signage and construction facades.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Jim Walls; Art Director: Adam Flanagan; Designers: Greg Ash & Adam Flanagan; Copywriter: Brendan Quinn; Account Manager: Dan Giroux

I got the honor of working on several projects at 160over90 that were integral pieces in the agency’s brand, and new business strategy. One of those projects was the creation of the agency’s book, “Our Beliefs & Our Process.” The book was one of many touch-points a potential client could experience the 160over90 brand. Others included the 160over90 website, portfolios, proposals, face-to-face presentations, and tours of the office. Since this book was one of the earliest pieces sent out to potential clients, it was important that the book laid out a few fundamentals: 1) What we believed made good branding. 2) The process we used to create good branding. 3) The overall personality of 160over90, without focusing solely on individuals. 4) Our branding work.

In order to showcase these fundamentals the book was split into three parts. The first part of the book laid out our beliefs like they were commandments. For each belief a unique visual was created to represent it, but it was important that the styles and mediums varied throughout. This part also focused on showing the space in which we work, as well as a variety of topics you could overhear being discussed in that vicinity. This copy allowed us to express a variety of people’s personalities, without focusing on singular people.

The second part of the book focused on our process and methodology for creating great brands. At 160over90 we’re very process oriented and we realize that helps us and our clients get the most creative, effective, and efficient work. Not only did the second part of the book explain the importance of this through copy, but it also used thumbnails and annotations from the actual creation of the book to show the 160over90 process. Throughout the pages the thumbnails step through the creation of the book, from creative brief, to research, outlines, mechs, and the final printing of the of the book.

The third part of the book is a stationery system that is individually bound to the back of the book with a variety of custom made case studies that are relevant to the person receiving the book.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan; Designers: Matthew Bednarik; Stephen Penning; Copywriter: Brendan Quinn; Photography: Matthew Bednarik.

The 160over90 website was created to accompany the new brand aesthetic and philosophy. The goal was to align the website with the 160ver90 book “Our Beliefs & Our Process,” as an important touch-point within the 160over90 new business strategy. The website also needed to be extremely clean and simple, while expressing the quality of services provided by 160over90 and showcasing the branding work created there.

Similar to the book, we chose to split the website into 2 very simple sections, Our Work & Our Agency. Our Work showcased the branding work for 160over90′s clients in a very clean and easy to navigate manner. All of the necessary information for learning about 160over90 resided within the Our Agency section of the site. It was also a place to display more of the personality of 160over90, with a Profile section inspired from the annotations in the environment photos from the book. As well as a link to the 160over90 blog, a resource for more of an individual flavor of the agency.

We also added a subtle photographic layer to the overall website to suggest the different industries our clients occupy. We shot a series of white tonal photographs that implied the state of a product before the 160over90 branding expertise is applied to it.

Visit the website.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Jim Walls; Art Director: Adam Flanagan; Copywriter: Brendan Quinn; Web Developer: Brian Tennyson; Photography: Matthew Bednarik and Tom Ammon.

De’Longhi approached 160over90 to help them develop a special campaign to follow up their previous brand campaign. The goal was to bring more focus to the brand pillar of design, and increase the overall brand recognition for De’Longhi. We chose to focus the campaign around the holidays, and use the launch of a new product, the De’Longhi Perfecta Super-Automatic Espresso Machine as our key product. To increase brand recognition we wanted to make a major media relations push to get the Perfecta in magazines and on blogs.

With the objectives set we began to create the Artista Series, a limited edition of Perfecta machines custom etched with artists’ work. One of De’Longhi’s core beliefs is that home appliances should be beautiful, and thoughtfully designed. We took that one step further and showed that a coffee machine could also be a piece of art. We worked with artists from Italy, and the U.S. to create an edition of 5 machines each. The machines traveled around to major cities in the U.S. to promote the Artista Series, culminating in an online auction with the proceeds going to the Oxfam America Charity.

Visit the Artista Series website.

Artista Series by Mario Hugo

Artista Series by Damien Correll

Artista Series by Mike Perry

Artista Series by Nicole Miller

Artista Series by Maria Vittoria Benatti

Artista Series by Jonathan Calugi

Artista Series by Michele Toffalori

Artista Series by Kristina Collantes

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Stephen Penning; Art Director: Adam Flanagan; Account Manager: Dan Giroux; Photography: Tom Ammon.

De’Longhi approached 160over90 to redesign their website and align the user experience with the new brand campaign we created for them. De’Longhi has a wide range of products, to simplify the navigation we chose to categorize the products into Caffé, Kitchen, and Home. To allow even greater browsing within those categories we gave the user the ability to sort products by function. This gave the user the chance to discover new products they might not know exist, but also the opportunity to drill down to products that suit their specific needs.

We needed the website to not only be a functional shopping destination, but also an area where customers can experience and learn about the brand, more specifically the 5 pillars that were leading the branding initiatives. To achieve this we added 3 brand story sections to the site. These pages are accessible through the Heritage page where customers can learn about the Philosophy, History, and the inspiration for the product design through Disegnato In Italia. These pages included interactive components that offered the viewer an engaging way to experience De’Longhi’s brand pillars.

Visit the website.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Stephen Penning; Art Director: Adam Flanagan; Web Developer: Brian Tennyson; Copywriter: Cory McCall; Account Manager: Dan Giroux; Photography: Tom Ammon, Chris Sembrot.

De’Longhi is a home appliance company headquartered in Treviso, Italy for over 100 years. They came to 160over90 for a complete re-branding. Through our research we helped De’Longhi establish the five pillars of their brand: quality, expert manufacturing, innovative features, Italian heritage, and stylish design. We developed a visual and tonal palette for De’Longhi to express these brand pillars to their customers.

Our first initiative was to launch a brand awareness ad campaign. The campaign included online advertising, print advertising, consumer look books, and an out-of-home campaign that reached three major U.S. markets including, Miami, New York City, and Seattle.

The visual palette included an iconic style of brand photography that showcased the simplicity and elegance of De’Longhi’s product design. We even brought the designers of these products to the forefront of the brand by showcasing the real designers in the marketing campaign. Graphically and typographically we developed a toolkit that showcased De’Longhi’s Italian heritage, this included font styles, color, and a crest of the Italian flag. The innovative features, quality, and expert manufacturing pillars were conveyed through clever headlines mixing simplicity of use and technology that helped solve your needs.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Stephen Penning; Art Director: Adam Flanagan; Designers: Jennifer Miller, Kelly Dorsey; Copywriter: Cory McCall; Account Manager: Dan Giroux; Photography: Tom Ammon, Chris Sembrot.

The University of Dayton is a Catholic Marianist university in Dayton, Ohio. It’s also the home to the University of Dayton Research Institute, which is ranked #2 in the nation for federal and industry-funded materials research. When 160over90 was approached to design University of Dayton’s School of Engineering viewbook, it was very important that it stand out, but also be smart in the way it conveyed information.

We wanted to make the engineering and construction of the book actually mean something and become useful in presenting the different types of information. We used multiple paper sizes and paper stocks coil-bound together to separate the information for each major. The pages consisted of a major summary, a key success story, and examples of career opportunities. We also developed a graphic language of patterns and iconography to separate the different programs up from each other.

We needed to find a way to connect Catholic Marianist beliefs to science and research. The big questions used throughout the book, and in the success stories are that connection to the overarching brand message of the University of Dayton. The big questions relate to the Catholic Marianist teaching philosophy of not having all the answers, but it being about the process, or journey of searching for those answers. It was very important that we portrayed this philosophy for each department of the School of Engineering through real stories.

The rest of the viewbook, outside of majors and programs, was used to tell the story of The Complete Professional, which is the method the School of Engineering uses to explain how the Catholic Marianist identity is reflected in engineering and research. We used examples throughout the book to talk about moral responsibility, civic engagement, and social leadership. These are the key components of the Catholic Marianist beliefs.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Jim Walls; Art Director: Adam Flanagan; Copywriter: Brad Failor; Account Manager: Lindsay Hendler; Photography: Michael Dwornik, Matthew Bednarik.

Stephen Starr’s restaurants are known for their amazing food, the unique atmosphere, and the brand story that connects all of them. Each restaurant has a personality of it’s own, so when Stephen Starr came to 160over90 to create the website for the Buddakan Restaurant in Atlantic City we wanted to expand upon the existing story. There were already Buddakan restaurants in Philadelphia & New York City, but the Atlantic City restaurant was unlike any other. As soon as you enter the restaurant you’re transported to the center of a palace in a remote area of Asia. Thanks to Shawn Hausman’s amazing restaurant design, you don’t even realize you’re in the middle of the Pier Shops at Caesars. Through the website we wanted to express that transportive experience by creating a mythical village outside of the palace that is Buddakan. Each section of the website takes you to a different area of the village where more of the Buddakan myth is visualized. The illustration style was inspired by paintings that appear in the bar of Buddakan NYC.

Visit the website

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Jim Walls; Art Director: Adam Flanagan; Copywriter: Brendan Quinn; Web Developer: Ryan Blain.

AXN is a television network broadcasting in over 51 countries around the world. AXN is all about action and suspense, airing films and television series produced by Sony Pictures. Sony approached 160over90 to help them in translating their on-air graphics into a print campaign and brand guidelines. The challenge: the graphics had to be flexible and dynamic in order to suit the varying tastes of the international demographics that viewed AXN. Each country needed to be able to adjust the graphics to fit their particular audience’s tastes.

Our solution was to create a graphic system where objects, colors and layers could be snapped on and off. This gave each country the ability to adjust the complexity, energy, and drama of a given layout. To explain this to the different marketing departments in every country we created brand guidelines that demonstrated a variety of spectra in different aesthetic categories. We gave examples of how adjusting different categories, like a graphic spectrum from static to more energetic could alter the number of objects and layers that appeared in a layout.

Once the guidelines were finished we executed a variety of templates for varying mediums using current programming content, leaving the different layers adjustable given the different spectra outlined in the brand guidelines.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan; Designer: Matthew Bednarik; Copywriter: Cory McCall.

Bot is an enhanced water beverage, and they came to 160over90 with an interesting challenge. Take a beverage, that had originally been marketed to 6-12 year-olds, and find a new target audience without losing it’s biggest piece of brand equity, it’s personality. Through our research we determined the best market for Bot was women right out of college, 22-30 year-olds. We created a new brand for Bot, but kept the characters, which were the most recognizable part of the brand, plus they had personality. With brands like Kid Robot, Hello Kitty, and Harajuku Lovers thriving among this audience, the characters made a lot of sense. We just needed to find the story of how they fit into the audience’s lives.

For Bot the characters came to represent youthful optimism, and these characters lived in that world between reality and the ideal dream. Their world was the aura of those who choose to live life on their own terms. The redesign of the packaging was the most important piece of collateral to show this ethereal world the characters occupied. Each flavor had a unique character, and around them and the bottle the drinker saw a hint of the rolling, shifting hills of the Bot world.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Jim Walls; Art Director: Adam Flanagan; Copywriter: Brad Failor; Account Manager: Alex Guerri.

This book was designed for the Downtown Crossing neighborhood in Boston, Massachusetts, commissioned bythe Boston Redevelopment Authority.

Created at 160over90, we were approached by the Boston Redevelopment Authority to join a team consisting of multiple city planners, economic planners, and pedestrian traffic researchers and developers from all over the world. Our task was to work with the teams and help develop a vision and brand for the future of the Downtown Crossing neighborhood. After six months of research, crafting a vision and key message statement, a four year marketing plan, and an identity system we needed to summarize all of our findings and developments in a consumer friendly book that could be sent out to all of the key stakeholders in the neighborhood.  A Crossroads For A Crossing, is the summary of that initial research as well as the teams suggestions for the future of the neighborhood.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Jim Walls; Art Director: Adam Flanagan; Copywriter: Brendan Quinn; Account Manager: Dan Giroux; Illustration: Ytje, and Jennifer Miller; Photography: Joshua Dalsimer.

American Eagle Outfitters wanted to create a loyalty program that would allow it’s most frequent customers to collect points for merchandise they purchase. They came to 160over90 to concept how the loyalty program should work. We came up with the AE All Access Pass, an exclusive VIP kit that would allow customers to garner points, get rewards online and in the store. The VIP kit was mailed to AE’s best customers first, after the launch all customers were allowed to enroll in stores and online. The kit customers received looked like a backstage pass, which matched up to some of the rewards customers could receive, such as music downloads and concert tickets. Inside the kit were cards with barcodes as well as stickers so members could turn any item they owned into an instant custom access card.

Online, members received advance information about sales, and exclusive offers on merchandise by redeeming points they’d earned. They were also given access to content, like exclusive music videos, and free music downloads from AE’s favorite bands. American Eagle partnered with Ticketmaster to give members access to advance tickets for concerts in their area as well. Additionally, users could submit photos of their custom AE All Access Pass stickers they had adhered to their own personal objects. This program continues to be one of American Eagle’s most successful promotions for repeat customers.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Designers: Adam Flanagan, Stephen Penning, Greg Klein; Copywriter: Brendan Quinn; Web Developer: Ryan Blain.

UWISHUNU is a blog created by the Greater Philadelphia Tourism Marketing Corporation. The blog uses Philly’s young, hip residents to share events and reviews of places that tourists usually don’t know about. It’s part of an initiative to attract visitors to Philadelphia that don’t want to visit just the touristy historic sites, but are looking to have more of a local’s experience of Philly. UWISHUNU is meant to tell you where your friend, who’s lived in Philly for 5 years, would tell you to go. To help get the blog out to people in neighboring cities like, New York City, Boston, Washington D.C., and Baltimore, we chose to create a zine that would profile 6 of the bloggers and put their best blog posts in printed format. These zines were then distributed to coffee shops and bars in the neighboring cities, as well as inserted into the Sunday newspapers of those cities. If you connected with a blogger’s advice, you could visit the link to read more of their suggestions, and learn more about Philly from the local’s perspective.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Jim Walls; Art Director: Adam Flanagan; Photographer: Anna Wolf.

For American Eagle Outfitters’ Back-to-School campaign we thought we would share the inspiration for the season’s line with the customer. Utilizing all the marketing materials to talk about where the inspiration came from for each item. We called the season Re-Issue, and created a mark for it that would appear washed and worn behind all of the marketing materials, signage and packaging. The signage and hang tags took on a tea-stained, worn, wrinkled and found ticket aesthetic. All signage and tags were given space to verbally tell where the inspiration for the garment came from, such as year, fit, style, wash, and more. In direct-mail, and print advertising campaigns we purchased the rights to iconic vintage photography and recreated the photos with American Eagle merchandise.

The team included:

Creative Director: Brian Franks; Designers: Adam Flanagan, Todd Bronson; Copywriter : Melanie Cox McCluskey.

When creating the catalog for American Eagle Outfitters’ Holiday campaign we wanted to create a very energetic story that unfolded linearly as you progressed through the catalog. The photographic story was about a group of college kids getting together in Brooklyn over the holidays. It starts with them reuniting after being off at college for the fall, then they exchange gifts and have a dinner party, later taking their party out on the town. From a design standpoint the catalog needed to connect back to the season’s line, which was about the heritage of classic winter merchandise. We made the catalog look like an old journal, and went as far as making some of the photos look like old snapshots being held into the book with antiqued photo-corners.

The team included:

Creative Director: Brian Franks; Designer: Adam Flanagan; Copywriter : Melanie Cox McCluskey.

For holiday we created separate hang tags for men’s and women’s merchandise. I wanted to create something very tactile and delicate that felt like it had come from a desk drawer in my grandparent’s attic, which tied back to the overall inspiration of that season’s line. The holiday mark I created was letter-pressed on both hang tags. For the women’s tag we added pink stitching and a ribbon with faux pearls attached to it. The men’s tag was given a photo-corner treatment on the edges, with a photo of a Brooklyn brownstone that tied back to the story for the catalog. The tags also doubled as gift tags for the customers to use for the holidays.

The team included:

Creative Director: Brian Franks; Designer: Adam Flanagan; Copywriter : Melanie Cox McCluskey.