Beneath the Craft
In the aftermath of a shut-down from COVID, an internal strategy team focused internally and wanted to bring everyone together to share work, inspire each other and delve into their craft together.
My team and I eagerly volunteered to help brand this experience, creating excitement and enthusiasm for coming together, even when physically apart.
The previous name was Beers, Steals and Shares.
Two Branding Concepts
Concept #1 - Stein & Shine
“Grab a stein and watch us shine”
Shows an idea of their quality of work.
Incorporated the agencies teal, but also earthy tones.
“Talk show” feel
Alternative name: News & Brews
Concept #2 - Beneath the Craft
Alludes to digging deeper into projects than what is at the surface.
Finding better, new ways.
Using “craft” to represent the art of advertising, planning and a final product.
The idea of “secret society”.
Alternative name: Steals, Shares & Secrets
The Beneath the Craft
Brand was Born
The strategy team loved both concepts, but in the end felt the Beneath the Craft branding represented them best.
