With the addition of creative advertising to BGB, I felt it was important to update the branding to better connect with that component of the marketplace.
The final branding concept of Creativity + Science was inspired by DNA gels. Each shape represents a letter or symbol, so in interactive spaces (such as the website) the viewer could discover the code. This was epitomized with the new tag lock up of Creativity + Science.
This branding was carried over into a new office, then later into an expansion of that office.
A few years on, a sister agency, BIONYC was launched. It used the same color palette, but otherwise went in a whole new direction.
While most of the graphics for the new branding were flat, the landing page of the web site used an animated DNA strand with connectors bringing it to life. This allowed for a clear high science connection, digital beauty, and a lead in to the gel code of "Creativity + Science."
The web site became a primary driver for applicants.
With an active presence at schools, an exciting recruitment brochure was necessary. For this we utilized photography from the office and neighborhood. The office art was considered a huge attractor.
This spread is an excellent example of the mix of iconic info graphics with bold dimensional art.
I spearheaded the creation of a mural that wraps around the entire 6th floor of the building. The length is 180' on one side, 35' on the front, and 180' on the other side with the height varying from 4 to 8 feet. The mural imagery alternated between photos of New York stylized in the Pop Art style that SoHo was the original home for and science imagery. There was no break, all the images bled from one to the other seamlessly. Most of the New York photos were taken by me and I art directed the entire production. It took 3 days to hang and is an absolute show stopper.
When we expanded into the 5th floor and needed new art, a pretty high bar had been set. This time (having learned how hard it was to hang a 400' piece of seamless art with a varying height) I wanted to simplify the concept and execution a bit. Instead of alternating science and New York, they were blended together. We used mostly historic photos of the city and inserted scientific imagery and brand colors into them. This mural had a large wall by the entrance as well so we took advantage of that.
With the launch of BIONYC, I wanted it differentiated from the BGB look, but with relevant core hallmarks. I kept the vibrant color palette and it's usage (many small points of color versus large blocks). The new logo incorporates all the color elements as well as an intriguing dot pattern. The dot pattern is used through the branding and in larger instances a scientific grid is visible underneath. This is the visualization of science and creativity as well as how BIONYC always looks deeper.
Along with a fresh identity, I wanted to push people to think differently about science. The infamous roach, was either loved or hated, but all got the point. This was another seamless interaction between Art, Copy, and Medical. With Digital bringing it all together. Anyone that comes to the office gets to see this on a loop in the lobby, it definitely draws attention and sparks discussion.
The branding elements run through out the office on a 120' mural.
After we decided to have Left and Right Brain conference rooms with a garage door between them, I thought it was obvious we should have corresponding art. Left Brain has a large science-focused mural, and Right Brain has a creativity-focused one.