IDEAS UNITED Brand Evolution
Creating a confident and ownable brand identity system for Ideas United — a sharp, energetic-yet-grounded creative agency looking to connect their visual presence to its culture. Unlike other Atlanta-based legacy agencies, iU’s history begins in community storytelling where their founder began “Campus Movie Fest”, a week long indie film festival platforming young college film-makers. The agency now uses it’s storytelling roots to support non-profits, healthcare institutions, and businesses through design and production.
This multi-round project included a deep dive into the culture of the business, the ‘why’, and discovering what facets of it’s ideologies bring its philosophy to life — how does Ideas United “make something worth believing in”?
IDEAS UNITED
Strategic Lead Julie Braunstein
Creative Direction and Art Katrina J Lenzly
Graphic Design Cynthia Cho
Initial Brand Identity
GOALS:
Establish the foundational visual systems which all other assets can build from; explore foundational typography systems, finalize color approach, and establish photo & video direction.
ART DIRECTION:
WHERE WE’RE HEADED / THE INSPIRATION:
Direction:
“Bold Film Roots”
• Harkens back to Ideas United’s deep film roots; puts stories in motion
• Colors activate and evoke. Type feels modern and confident
• Photography = as experimental as IU design; let’s remove the rules here
• Red as punctuation rather than the sentence case.
Stellantis team Highlight reel
HUGE / STELLANTIS
CDs Freddy Orlando - Lauren Riddoch - Shaun Strack
Copy Lauren Bunker - Cameron Wood
Art Direction / Design Katrina J Lenzly - Nichole Hartshorn - Nate Edminston
The All-New Fiat 500e
Art Direction / Digital Marketing
Led our design team in building a new, cohesive visual story for the All New Fiat 500e. Creative development included merging the art direction from two disparate creative agencies with new colorways, graphic systems, and contextual photography. The success of the final visual direction led to the creation of an official Brand Guide for the digital campaign launch.
DIGITAL CAMPAIGN
Creative Direction - Shaun Strack, Lauren Riddoch
Creative Lead & Art Direction - Katrina Lenzly
Copywriter - Shaun Ronken
Digital Design - Taihea Hurst
Jeep “Famous for freedom”
Social Campaign
Creative Direction - Freddy Orlando
Art Direction, Motion Media, & Video - Katrina Lenzly
Copywriter - Lauren Bunker
The New Dodge Hornet
Digital marketing
INTERACTIVE MEDIA / AR GAME
Creative Direction Shaun Strack
Copy Lauren Riddoch & Alex Cain
Art Direction Nicole Hartshorn
Design Katrina J Lenzly
JEEP 4xe MEETS WAZE
digital Marketing
Building a library of UX graphics, icons, and ads for Jeep’s re-entry into the Waze digital universe
INTERACTIVE MEDIA
Creative Direction Freddy Orlando
Art Direction Katrina J Lenzly
Copy Lauren Bunker
HOUSE OF HIGHLIGHTS LIVE SHOWDOWN
ENVIRONMENTAL DESIGN
Environmental Design and setdeCk graphics for the HoH Showdown Knockout Royale.
This live competition featured some of biggest creators and influencers, competing head to head in ATL for $100k.
WarnerMedia / NBA
Creative Direction Jordan Shorthouse
Art Direction / Environmental Design Katrina J Lenzly
HBO’s “Black & Missing” Documentary
marketing Campaign
HBO/VICE/Black and Missing Foundation
Creative Direction Tim Harrington
Art Direction Katrina J Lenzly
Copy Tosan Matthews
Production House Pretty Damn Sweet
Portrait Artists Temi Coker, Floyd Strickland, & Derin Fletcher
NBA 2020 ALL-STAR Pre-GAME show
Environmental Design
WarnerMedia/The NBA
Creative Direction Jordan Shorthouse
Art Direction & Design Katrina J Lenzly
Print Production Chad Lauffer
A2 Collective — Branding & WeB
ELEV8ED USC
Creative Direction Katrina J Lenzly
UX/UI Enrique Morgan
Design & Motion Graphics Katrina J Lenzly
Copy Tava Chunn
Illustration Kristle Marshall
