Profile
Frank Design Co. is the design studio of Adam Spitalny, a Creative Director and Designer, located in Brooklin, Maine.
Frank Design Co. is the design studio of
Adam Spitalny, a Creative Director and Designer, located in Brooklin, Maine.
FOCUSING on BRAND IDENTITY , Campaigns, and visual communications
Raised on BMX and Hardcore music, Adam is a hands-on creative leader, straddling the disciplines of Branding, Digital Design, and Marketing, through the lens of Graphic Design. Over the past 13 years, he's collaborated with teams at small design studios, a global innovation consulting agency, in-house at brands, non-profits, and independently under the moniker, Frank Design Co.
Adam believes deeply in the power and impact of design. Style-agnostic and entrepreneurially minded, he strives to make beautiful work with great people who care deeply about creating positive impact for generations to come.
Adam believes deeply in the power and impact of design. Style-agnostic and entrepreneurially minded, he strives to make beautiful work with great people who care deeply about creating positive impact for generations to come.
EXPERTISE
→ Creative Strategy
→ Brand Identity
→ Packaging Design
→ Web Design
→ Editorial Design
→ Art Direction
→ Print Production
WHAT WE DO
Realize & give soul to early-stage brands and ideas.
Develop strategies that solve for business goals and brand aspirations.
Identify opportunities that unlock out-of-the-box brand experiences.
design work
Here's an assortment of brand-forward projects that helped early stage founders and business launch, grow, and reinforce their brand POV.
Harvard Innovation Labs
(The President's Innovation Challenge)
Brief:
The President's Innovation Challenge is the Harvard Innovation Lab's venture showcase. 25 of its most groundbreaking ventures compete for a share of $515,000. We were tasked to design and create a 1 hour event that felt more like an engaging performance, and less like a university award ceremony.
Solution + Results:
A physical and digital experience that's rooted in the idea of metamorphosis. The narrative, visual language, and show experience were shaped by the idea of change over time. Be it micro or macro, transformational change is what will be the catalyst to move people and culture forward.
Full Event Replay
The 2023 President's Innovation Challenge audience grew 2x in virtual & IRL show attendance from the previous year's event.
Full Event Replay
The 2023 President's Innovation Challenge audience grew 2x in virtual & IRL show attendance from the previous year's event.
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
The President's Innovation Challenge is the Harvard Innovation Lab's venture showcase. 25 of its most groundbreaking ventures compete for a share of $515,000. We were tasked to design and create a 1 hour event that felt more like an engaging performance, and less like a university award ceremony.
Solution + Results:
A physical and digital experience that's rooted in the idea of metamorphosis. The narrative, visual language, and show experience were shaped by the idea of change over time. Be it micro or macro, transformational change is what will be the catalyst to move people and culture forward.
Full Event Replay
The 2023 President's Innovation Challenge audience grew 2x in virtual & IRL show attendance from the previous year's event.
Full Event Replay
The 2023 President's Innovation Challenge audience grew 2x in virtual & IRL show attendance from the previous year's event.
Whaleback Farm Cider
(Creation & Launch of Single Barrel Series)
Brief:
Maine is a bountiful state, full of wild apple trees that vary vastly based on the geography. They root upon prehistoric granite, untouched pine forests, and islands that jut out into the Atlantic. In an effort to bottle the unique flavors these trees produce, Whaleback's Single Barrel Series was born. The problem at hand was how might we create a streamlined label system that feels connected while visually conveying each cider's origin and unique flavor.
Solution + Results:
A tailored label and necker that accentuates the shape of the bottle and organizes the label graphic into 3 parts - name and origin, signature illustration, and bottling info. Each bottle bears a haiku-style tasting note that heavily informs the look and feel of each limited release.
"Translating a flavor experience and the specificity of a place into visual language is a difficult task. I was struggling to convey how unique each of these single barrel ciders was while maintaining a consistent form in the packaging. Adam harnessed the magic of synesthesia to transform my misty haikus into strong graphic images that knit a complex set of ideas about terroir, intention and experience into a beautiful and coherent whole."
Gene Cartwright, Owner/Cider Maker
Whaleback Farm Cider
"Translating a flavor experience and the specificity of a place into visual language is a difficult task. I was struggling to convey how unique each of these single barrel ciders was while maintaining a consistent form in the packaging. Adam harnessed the magic of synesthesia to transform my misty haikus into strong graphic images that knit a complex set of ideas about terroir, intention and experience into a beautiful and coherent whole."
Gene Cartwright, Owner/Cider Maker
Whaleback Farm Cider
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
Maine is a bountiful state, full of wild apple trees that vary vastly based on the geography. They root upon prehistoric granite, untouched pine forests, and islands that jut out into the Atlantic. In an effort to bottle the unique flavors these trees produce, Whaleback's Single Barrel Series was born. The problem at hand was how might we create a streamlined label system that feels connected while visually conveying each cider's origin and unique flavor.
Solution + Results:
A tailored label and necker that accentuates the shape of the bottle and organizes the label graphic into 3 parts - name and origin, signature illustration, and bottling info. Each bottle bears a haiku-style tasting note that heavily informs the look and feel of each limited release.
"Translating a flavor experience and the specificity of a place into visual language is a difficult task. I was struggling to convey how unique each of these single barrel ciders was while maintaining a consistent form in the packaging. Adam harnessed the magic of synesthesia to transform my misty haikus into strong graphic images that knit a complex set of ideas about terroir, intention and experience into a beautiful and coherent whole."
Gene Cartwright, Owner/Cider Maker, Whaleback Farm Cider
"Translating a flavor experience and the specificity of a place into visual language is a difficult task. I was struggling to convey how unique each of these single barrel ciders was while maintaining a consistent form in the packaging. Adam harnessed the magic of synesthesia to transform my misty haikus into strong graphic images that knit a complex set of ideas about terroir, intention and experience into a beautiful and coherent whole."
Gene Cartwright, Owner/Cider Maker, Whaleback Farm Cider
MkII Watches
(Creation and Launch of GP: 1-0 Zine )
Brief:
During the height of the Pandemic, MkII Watches was in limbo, waiting for a shipment of their product to hit US customs. They wanted to create a way to stay top of mind with their audience and give them deeper context into how the brand ticks.
Solution + Results:
A 45-page zine that explores the theme of adaptation. An experimental publication explores the headspace, historical events, activities, and lifestyles of the uncertain and unpredictable.
“He was able to not only design the look/tone/feel and create the layout for the first issue, but his expertise helped coalesce our idea into reality. Adam handled the sourcing and print production of the first run of zines and worked with our team to create a cohesive packaging experience that felt premium. His contribution to the project was invaluable.”
Jon Gaffney, Marketing Director
MkII Watches
“He was able to not only design the look/tone/feel and create the layout for the first issue, but his expertise helped coalesce our idea into reality. Adam handled the sourcing and print production of the first run of zines and worked with our team to create a cohesive packaging experience that felt premium. His contribution to the project was invaluable.”
Jon Gaffney, Marketing Director
MkII Watches
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
During the height of the Pandemic, MkII Watches was in limbo, waiting for a shipment of their product to hit US customs. They wanted to create a way to stay top of mind with their audience and give them deeper context into how the brand ticks.
Solution + Results:
A 45-page zine that explores the theme of adaptation. An experimental publication explores the headspace, historical events, activities, and lifestyles of the uncertain and unpredictable.
“He was able to not only design the look/tone/feel and create the layout for the first issue, but his expertise helped coalesce our idea into reality. Adam handled the sourcing and print production of the first run of zines and worked with our team to create a cohesive packaging experience that felt premium. His contribution to the project was invaluable.”
Jon Gaffney, Marketing Director, MkII Watches
“He was able to not only design the look/tone/feel and create the layout for the first issue, but his expertise helped coalesce our idea into reality. Adam handled the sourcing and print production of the first run of zines and worked with our team to create a cohesive packaging experience that felt premium. His contribution to the project was invaluable.”
Jon Gaffney, Marketing Director, MkII Watches
Sunday Service
(Brand Launch)
Brief:
A long-time friend and master bicycle mechanic saw a hole in the mountain bike suspension service market. He wanted to start a brand that combined his love of records, BMX culture, and blue-collar aesthetic.
Solution + Results:
Remix the world of gospel, record stores, BMX DIY culture, and working-class vernacular to create a brand expression that’s counter to the jock culture of mountain biking.
"We needed a clean, unique insignia to stand out in the sea of vague logos within the mountain bike industry. The collaboration, creative direction, and resulting brand packaging hit the mark, enabling us to launch quickly and grow our audience. Adam’s ability to listen and translate our ideas into a concise visual language is uncanny."
Kyle Orrico, Owner & Lead Mechanic
Sunday Service
"We needed a clean, unique insignia to stand out in the sea of vague logos within the mountain bike industry. The collaboration, creative direction, and resulting brand packaging hit the mark, enabling us to launch quickly and grow our audience. Adam’s ability to listen and translate our ideas into a concise visual language is uncanny."
Kyle Orrico, Owner & Lead Mechanic
Sunday Service
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
A long-time friend and master bicycle mechanic saw a hole in the mountain bike suspension service market. He wanted to start a brand that combined his love of records, BMX culture, and blue-collar aesthetic.
Solution + Results:
Remix the world of gospel, record stores, BMX DIY culture, and working-class vernacular to create a brand expression that’s counter to the jock culture of mountain biking.
"We needed a clean, unique insignia to stand out in the sea of vague logos within the mountain bike industry. The collaboration, creative direction, and resulting brand packaging hit the mark, enabling us to launch quickly and grow our audience. Adam’s ability to listen and translate our ideas into a concise visual language is uncanny."
Kyle Orrico, Owner & Lead Mechanic, Sunday Service
"We needed a clean, unique insignia to stand out in the sea of vague logos within the mountain bike industry. The collaboration, creative direction, and resulting brand packaging hit the mark, enabling us to launch quickly and grow our audience. Adam’s ability to listen and translate our ideas into a concise visual language is uncanny."
Kyle Orrico, Owner & Lead Mechanic, Sunday Service
Terracea
(Rebrand)
Brief:
New Hampshire-based performance apparel brand, Terracea, was looking to develop a new brand strategy and visual language that focused its product development approach that would put them on the map of the outdoor industry.
Solution + Results:
Leaning into the brand's home base, we created a uniquely New Hampshire ethos and POV that champions the four seasons that shape a New Englander's world. Exploring the process of Nature's ever-changing seasons to connect you to Earth's ever-changing climate.
"Adam helped establish the foundation of the Terracea brand after several years of operating without a true brand identity. The creation of our brand strategy, brand ID, and F/W 22 Catalog helped us present Terracea confidently to customers, retailers, and business partners."
Eric Hui, Founder & CEO
Terracea
"Adam helped establish the foundation of the Terracea brand after several years of operating without a true brand identity. The creation of our brand strategy, brand ID, and F/W 22 Catalog helped us present Terracea confidently to customers, retailers, and business partners."
Eric Hui, Founder & CEO
Terracea
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
New Hampshire-based performance apparel brand, Terracea, was looking to develop a new brand strategy and visual language that focused its product development approach that would put them on the map of the outdoor industry.
Solution + Results:
Leaning into the brand's home base, we created a uniquely New Hampshire ethos and POV that champions the four seasons that shape a New Englander's world. Exploring the process of Nature's ever-changing seasons to connect you to Earth's ever-changing climate.
"Adam helped establish the foundation of the Terracea brand after several years of operating without a true brand identity. The creation of our brand strategy, brand ID, and F/W 22 Catalog helped us present Terracea confidently to customers, retailers, and business partners."
Eric Hui, Founder & CEO, Terracea
"Adam helped establish the foundation of the Terracea brand after several years of operating without a true brand identity. The creation of our brand strategy, brand ID, and F/W 22 Catalog helped us present Terracea confidently to customers, retailers, and business partners."
Eric Hui, Founder & CEO, Terracea
Barcode State of Mind Zine
(Personal Project)
Brief:
I’ve been riding BMX, and going on adventures with old and fast friends for 20+ years now. Being on a trip is the pinnacle, riding the highs and the lows of the road. After each trip, those memories get locked away on Dropbox and our unconscious minds. In an effort to make these moments and “buzz of the road” eternal, I decided to make a zine to celebrate this 12-day adventure.
Solution + Results:
A 46-page book that chronologically captured the trip, from Seattle, Washington to the middle of Montana and back. The colors, photos, and illustrations embody the energy, temperature, and vibe of the countless moments on this concrete adventure in Big Sky Country.
100 zines, independently published & (sold out), via friends and strangers across the globe.
100 zines, independently published & (sold out), via friends and strangers across the globe.
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
I’ve been riding BMX, and going on adventures with old and fast friends for 20+ years now. Being on a trip is the pinnacle, riding the highs and the lows of the road. After each trip, those memories get locked away on Dropbox and our unconscious minds. In an effort to make these moments and “buzz of the road” eternal, I decided to make a zine to celebrate this 12-day adventure.
Solution + Results:
A 46-page book that chronologically captured the trip, from Seattle, Washington to the middle of Montana and back. The colors, photos, and illustrations embody the energy, temperature, and vibe of the countless moments on this concrete adventure in Big Sky Country.
100 zines, independently published & (sold out), via friends and strangers across the globe.
100 zines, independently published & (sold out), via friends and strangers across the globe.
Labyrinth Audio
(Brand Launch)
Brief:
Keith Gentile, a professional musician and audiophile had been recording bands and fixing audio equipment for the better part of a decade before deciding to make a distortion pedal of his own. I was tasked to create a visual language to launch the brand and its first product.
Solution + Results:
A classically vintage brand aesthetic, informed by the colliding worlds of early audio equipment, and the groove of jazz, and doom metal. Clean utilitarian visuals that celebrate the brand's DIY ethos and professional craftsmanship.
"Adam helped me take my side project and turn it into a brand I could proudly stand behind. The look and feel we created was precisely what I had in mind. His hands-on approach helped us prototype and create our packaging and overall pedal experience. It was monumental for the brand!"
Keith Gentile, Owner & Engineer
Labyrinth Audio
"Adam helped me take my side project and turn it into a brand I could proudly stand behind. The look and feel we created was precisely what I had in mind. His hands-on approach helped us prototype and create our packaging and overall pedal experience. It was monumental for the brand!"
Keith Gentile, Owner & Engineer
Labyrinth Audio
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
Keith Gentile, a professional musician and audiophile had been recording bands and fixing audio equipment for the better part of a decade before deciding to make a distortion pedal of his own. I was tasked to create a visual language to launch the brand and its first product.
Solution + Results:
A classically vintage brand aesthetic, informed by the colliding worlds of early audio equipment, and the groove of jazz, and doom metal. Clean utilitarian visuals that celebrate the brand's DIY ethos and professional craftsmanship.
"Adam helped me take my side project and turn it into a brand I could proudly stand behind. The look and feel we created was precisely what I had in mind. His hands-on approach helped us prototype and create our packaging and overall pedal experience. It was monumental for the brand!"
Keith Gentile, Owner & Engineer, Labyrinth Audio
"Adam helped me take my side project and turn it into a brand I could proudly stand behind. The look and feel we created was precisely what I had in mind. His hands-on approach helped us prototype and create our packaging and overall pedal experience. It was monumental for the brand!"
Keith Gentile, Owner & Engineer, Labyrinth Audio
The Brooklin Inn
(Rebrand)
Brief:
Two young couples purchased The Brooklin Inn after 20 years of operation. I was tasked to develop an elevated look and feel that would signal the mood shift, but not take away from the small-town charm of this DownEast landmark.
Solution + Results:
Combined with a muted natural and energetic color palette and a mix of custom and utilitarian typography, the brand exudes a homey but contemporary feel that pays homage to the past and marks the next chapter of the inn’s ownership.
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
Two young couples purchased The Brooklin Inn after 20 years of operation. I was tasked to develop an elevated look and feel that would signal the mood shift, but not take away from the small-town charm of this DownEast landmark.
Solution + Results:
Combined with a muted natural and energetic color palette and a mix of custom and utilitarian typography, the brand exudes a homey but contemporary feel that pays homage to the past and marks the next chapter of the inn’s ownership.
First Push Syndicate
(Brand Launch)
Brief:
After the closing of the infamous Northeast skatepark, Rye Airfield, the former management team wanted to take their programmatic insights and launch a non-profit aiming to build confidence, resilience, and grit in today’s youth through skateboarding and cycling.
Solution + Results:
An extreme sport-inspired brand expression that conveys its roots to Mother Nature. The brand totem signifies the process of self-discovery and personal achievement.
"I really appreciated the way Adam pushed us to articulate the story of what we were trying to do with the relaunch of our program-based non-profit. He gently guided us in distilling the "why" that grounds our brand, and created a powerful identity that’s helped us communicate our narrative.”
Beau Lambert, Executive Director
First Push Syndicate
"I really appreciated the way Adam pushed us to articulate the story of what we were trying to do with the relaunch of our program-based non-profit. He gently guided us in distilling the "why" that grounds our brand, and created a powerful identity that’s helped us communicate our narrative.”
Beau Lambert, Executive Director
First Push Syndicate
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
After the closing of the infamous Northeast skatepark, Rye Airfield, the former management team wanted to take their programmatic insights and launch a non-profit aiming to build confidence, resilience, and grit in today’s youth through skateboarding and cycling.
Solution + Results:
An extreme sport-inspired brand expression that conveys its roots to Mother Nature. The brand totem signifies the process of self-discovery and personal achievement.
"I really appreciated the way Adam pushed us to articulate the story of what we were trying to do with the relaunch of our program-based non-profit. He gently guided us in distilling the "why" that grounds our brand, and created a powerful identity that’s helped us communicate our narrative.”
Beau Lambert, Executive Director, First Push Syndicate
"I really appreciated the way Adam pushed us to articulate the story of what we were trying to do with the relaunch of our program-based non-profit. He gently guided us in distilling the "why" that grounds our brand, and created a powerful identity that’s helped us communicate our narrative.”
Beau Lambert, Executive Director, First Push Syndicate
Layers Sandwich Co.
(Brand Launch)
Brief:
After several successful pop-ups, a Seattle-based chef and baker couple wanted to take their love for sandwiches and start a food truck, inspired by the cult classic, Saved By The Bell.
Solution + Results:
Build the world of Layers piece by piece. A playful, logo mark that personifies the sandwich process paired with bright Crayola colors and sandwich characters that define their ethos, 'The best things in life are sandwiched between two pieces of bread'.
"From our first conversation, Adam was able to help us narrow down our initial ideas and build upon them; which led to launching one of most sought-after food trucks in Seattle. For the last 3.5 years, the branding he delivered rang true, giving us the runway to transition from our truck to our current brick-and-mortar experience."
Ashley Hardin, Co-Owner
Layers Sandwich Company
"From our first conversation, Adam was able to help us narrow down our initial ideas and build upon them; which led to launching one of most sought-after food trucks in Seattle. For the last 3.5 years, the branding he delivered rang true, giving us the runway to transition from our truck to our current brick-and-mortar experience."
Ashley Hardin, Co-Owner
Layers Sandwich Company
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
After several successful pop-ups, a Seattle-based chef and baker couple wanted to take their love for sandwiches and start a food truck, inspired by the cult classic, Saved By The Bell.
Solution + Results:
Build the world of Layers piece by piece. A playful, logo mark that personifies the sandwich process paired with bright Crayola colors and sandwich characters that define their ethos, 'The best things in life are sandwiched between two pieces of bread'.
"From our first conversation, Adam was able to help us narrow down our initial ideas and build upon them; which led to launching one of most sought-after food trucks in Seattle. For the last 3.5 years, the branding he delivered rang true, giving us the runway to transition from our truck to our current brick-and-mortar experience."
Ashley Hardin, Co-Owner, Layers Sandwich Company.
"From our first conversation, Adam was able to help us narrow down our initial ideas and build upon them; which led to launching one of most sought-after food trucks in Seattle. For the last 3.5 years, the branding he delivered rang true, giving us the runway to transition from our truck to our current brick-and-mortar experience."
Ashley Hardin, Co-Owner, Layers Sandwich Company.
Whthous
(Western Frame Graphics)
Brief:
The one-man self-taught fabricator behind the BMX brand WhtHous, reached out looking to recalibrate their product graphics, with a focus on capturing the ethos of their home state, Montana.
Solution + Results:
The first product was a frame coined the "Western". The dusty yellow frame color represents the blazing heat of the open plains and the graphics nod to cattle brands that define the state's vast landscape.
"The concept and graphics for the Western frame, (our best-selling frame to date), helped us realize and focus the over all brand direction for WHTHOUS."
Ben Smith, Owner & fabricator
Whthous
"The concept and graphics for the Western frame, (our best-selling frame to date), helped us realize and focus the over all brand direction for WHTHOUS."
Ben Smith, Owner & fabricator
Whthous
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
The one-man self-taught fabricator behind the BMX brand WhtHous, reached out looking to recalibrate their product graphics, with a focus on capturing the ethos of their home state, Montana.
Solution + Results:
The first product was a frame coined the "Western". The dusty yellow frame color represents the blazing heat of the open plains and the graphics nod to cattle brands that define the state's vast landscape.
"The concept and graphics for the Western frame, (our best-selling frame to date), helped us realize and focus the over all brand direction for WHTHOUS."
Ben Smith, Owner & fabricator, Whthous
"The concept and graphics for the Western frame, (our best-selling frame to date), helped us realize and focus the over all brand direction for WHTHOUS."
Ben Smith, Owner & fabricator, Whthous
Mayson
(SlowDown Tote)
Brief:
Boston-based apparel brand, Mayson, was launching a new Pima cotton tote bag into their slow fashion line. They were looking for help in developing the product’s narrative and art direction for the product launch.
Solution + Results:
An oversized, desaturated forest green tote with a yellow circular screenprint. The yellow circle signifies the process of slowing down. We designed and built a plexiglass box that would be installed and captured amongst the elements, provoking an awe-inspiring moment of pause.
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
Boston-based apparel brand, Mayson, was launching a new Pima cotton tote bag into their slow fashion line. They were looking for help in developing the product’s narrative and art direction for the product launch.
Solution + Results:
An oversized, desaturated forest green tote with a yellow circular screenprint. The yellow circle signifies the process of slowing down. We designed and built a plexiglass box that would be installed and captured amongst the elements, provoking an awe-inspiring moment of pause.
'47 Brand
(Black Label Collection)
Brief:
With the rise of sports in streetwear culture, ‘47 Brand aimed to create a differentiated visual language for its streetwear program. I was tasked to create a system that elevated the premium product while staying true to the brand’s DNA.
Solution + Results:
A flashy, yet subtle product motif. Celebrating the moments that define culture and toning down the brand presentation to let the product shine.
Helped launch a new differentiated product program in a new hot market.
Helped launch a new differentiated product program in a new hot market.
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
With the rise of sports in streetwear culture, ‘47 Brand aimed to create a differentiated visual language for its streetwear program. I was tasked to create a system that elevated the premium product while staying true to the brand’s DNA.
Solution + Results:
A flashy, yet subtle product motif. Celebrating the moments that define culture and toning down the brand presentation to let the product shine.
Helped launch a new differentiated product program in a new hot market.
Helped launch a new differentiated product program in a new hot market.
GRIDSMART Technologies
(Rebrand)
Brief:
After a failed initial product launch, Then Aldis Technologies tagged IDEO to create a differentiated brand ecosystem that redefined the company's product and brand experience.
Solution + Results:
Our insights pointed us toward creating something counter to the industry standard. An expression that celebrates the founder's feelings of being passionate outsiders. Aldis became GRIDSMART, the traffic control freaks that care deeply about the minutiae of roadway safety and the working-class heroes that make it all possible.
"It was crucial for GRIDSMART to maintain our identity while marking our transformation. Instead of reshaping our core values through an external perspective, Adam delved deep into our ethos. He didn't merely tell us who we should be; he learned and then illuminated who we truly were and amplified our vision. With the rebranding, we didn't just change – we revolutionized our industry. To this day, our brand's power remains untouched and celebrated even after our acquisition by a major public entity."
Bill Malkes, Co-Founder & Former CEO
GRIDSMART
"It was crucial for GRIDSMART to maintain our identity while marking our transformation. Instead of reshaping our core values through an external perspective, Adam delved deep into our ethos. He didn't merely tell us who we should be; he learned and then illuminated who we truly were and amplified our vision. With the rebranding, we didn't just change – we revolutionized our industry. To this day, our brand's power remains untouched and celebrated even after our acquisition by a major public entity."
Bill Malkes, Co-Founder & Former CEO
GRIDSMART
SEE PROJECT BRIEF AND SOLUTION
HIDE PROJECT BRIEF+SOLUTION
Brief:
After a failed initial product launch, Then Aldis Technologies tagged IDEO to create a differentiated brand ecosystem that redefined the company's product and brand experience.
Solution + Results:
Our insights pointed us toward creating something counter to the industry standard. An expression that celebrates the founder's feelings of being passionate outsiders. Aldis became GRIDSMART, the traffic control freaks that care deeply about the minutiae of roadway safety and the working-class heroes that make it all possible.
"It was crucial for GRIDSMART to maintain our identity while marking our transformation. Instead of reshaping our core values through an external perspective, Adam delved deep into our ethos. He didn't merely tell us who we should be; he learned and then illuminated who we truly were and amplified our vision. With the rebranding, we didn't just change – we revolutionized our industry. To this day, our brand's power remains untouched and celebrated even after our acquisition by a major public entity."
Bill Malkes, Co-Founder & Former CEO, GRIDSMART
"It was crucial for GRIDSMART to maintain our identity while marking our transformation. Instead of reshaping our core values through an external perspective, Adam delved deep into our ethos. He didn't merely tell us who we should be; he learned and then illuminated who we truly were and amplified our vision. With the rebranding, we didn't just change – we revolutionized our industry. To this day, our brand's power remains untouched and celebrated even after our acquisition by a major public entity."
Bill Malkes, Co-Founder & Former CEO, GRIDSMART