Background:
Happy Work Spectacular Life is a place for ideas, answers and experiences designed to help people when their job or their life (or both) need a pick-me-up. They approached my agency for help establishing an identity, positioning and messaging that would capture their unconventional perspective on work and life.
Plan:
I helped lead a discovery session to hash out everything from Happy Spectacular's beliefs to what their desired aesthetic would be. This became the fuel for a dynamic brand identity system that included voice and positioning work, logo and icon system, tagline and initial brand collateral.
Action:
It was important that Happy Spectacular stand apart from other career and lifestyle services, so I developed a relatable, conversational vocabulary, core positioning, a value proposition and the tagline, “Find Yours,” which serves as a mantra for the brand and what it promises.
I also contributed to the direction of the brand’s overall look and feel, including a visual style that’s equal parts brainy and irreverent. The logo design features a type treatment with strong editorial roots and unique stacking that speaks to all of the pieces of one’s life coming together in a splendid balance. Happy Work Spectacular Life’s playful brand collateral includes business cards, stationary, note cards, stickers and an eNewsletter template.
Creative + Art Direction | Melissa Leonard
Strategy + Copy | Joshua P. Ferguson
Agency | BatesMeron Sweet Design
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