Work
Longtime Teal client, Drug Policy Alliance, allied with Teal to create a new look & feel for their Reform Conference for the coming year. The first task was evolving the existing brand into a new look. Taking place in Detroit, DPA wanted to reference its rich history and resilient community. With many members of the Teal team in Michigan, or even Detroit itself, the inspiration took hold, allowing us to create two visually distinct styles referencing the grit of the community and the rich soulful history.
A touch choice by their own admission, ultimately the ‘True Grit’ approach was chosen and the Teal team was tasked with expanding it out into a full brand guide and website.
The only constraint upon Teal was utilizing the existing Reform logo, the rest was entirely up to our Team. When creating the two concepts, our team was inspired, allowing the two distinct ideas to form fairly easily. The vision was so clear that once ‘True Grit’ was chosen, building out the rest of the brand styles was a natural.
With much of the brand specified in our concept presentation, the brand guide and assets were quick to fall into place, creating rules around photos framed within reform’s oval, different gritty lines to use and how, as well as the basics around using the color palette, typefaces, and other styles.
Reform had everything it needed to apply visuals to their upcoming conference in no time at all, all thanks to Teal’s inspired design and Archie framework to make the web side quick and painless.
The styles defined in our Reform 2025 brand lent themselves well to the archie framework. Teal focused on visual impact and excitement, speaking to the Detroit community while giving viewers what they needed to learn more, RSVP, and get involved.
Simple components were unrecognizably unique with the brand’s styles applied, with gestural gritty lines flowing from focus to focus, guiding the viewer’s eye, mixed with unique imagery and text styles unique to Detroit and our theme.
“We couldn’t be happier with our Archie site—it was the perfect solution for our Reform conference. The platform is incredibly easy to use and update, and such a big upgrade from what we had before. It made the whole process seamless!”
Bright Smiles FC is a new digital hub from the U.S. Soccer Foundation and Colgate’s Bright Smiles, Bright Futures® program that brings together families’ love of soccer with the tools they need to build lifelong oral-health habits.
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