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Proverb and Berkeley Investments Get Graphic


Proverb, a multidisciplinary branding agency in Boston, has completed branding and marketing assignments for The Graphic, a unique luxury living space located in Charlestown, Massachusetts and began leasing in May, according to Proverb’s Managing Director, Daren Bascome. Working with Berkeley Investment’s Development Project Manager, Paul Goodwin, Proverb was tasked with the branding and creative development for The Graphic including the brand strategy, name development, logo development, and marketing that included the property website, thegraphiclofts.com, signage and print collateral and the tagline for the property, “Be Bold. Be Graphic.”



Proverb’s Managing Partner, Director of Client Services Christine Needham commented, “Built on the site of a beloved graphic arts workshop in Charlestown, Massachusetts, The Graphic embraces a tradition of creative production, technical know-how and fearless tenacity in order to cultivate a connected, convenient, experience-based lifestyle in the heart of the Boston area. With two distinct buildings built behind a singular vision, The Graphic has something for everyone.”



The project, named The Graphic in honor of the site’s former use, sits directly across from the newly reconfigured Sullivan Square T station on the Orange Line and directly across from The Schrafft’s City Center and adjacent to Hood Park. The Graphic offers an abundance of outdoor space that is typically not seen or offered in urban projects including three courtyards and a common roof deck. The two buildings that form The Graphic successfully bridge history and contemporary design, while offering residents modern conveniences and the accessibility to make life all around easy.

ABOUT THE GRAPHIC
With a modern design that celebrates Sullivan Square’s industrial heritage, Berkeley Investment's latest transit-oriented project, The Graphic, will bring to Charlestown a total of 171 apartments (spanning two buildings), approximately 5,000 square feet of retail/restaurant space. The redevelopment includes the adaptive reuse of the Graphic Arts Finishers Building featuring loft-style apartments, and will offer residents a lounge, club room, game room, and bike storage facilities, as well as onsite management offices.

ABOUT PROVERB
Proverb is an agency focused on building powerful brands and creating a more thoughtful world around us. We partner with innovative real estate developers, cities, hotels, museums, architects, hospitals and other organizations that seek to transform the built environment. Our work connects with smart, sophisticated audiences, stands out from competitors and creates lasting value for our clients. For more information go to: www.proverbagency.com

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Pantene Debuts Campaign Tied to WorldPride from Grey






As a brand once known for a particular kind of “beautiful hair,” Pantene is tackling conventional stereotypes with “Don’t Hate Me Because I’m BeautifuLGBTQ,” a new message that’s part of their recently launched “Power To Transform” campaign. Created in partnership with GLAAD, the campaign takes the brand’s ubiquitous line from its famous 1986 advertisement to redefine what ‘beautiful’ looks like in today’s world by featuring a range of people within the LGBTQ+ community and their own unique stories of transformation.



“For many in the community, hair plays a pivotal role in their “transformation moment,” said Ilaira Resta, Vice President, North America Hair Care, Procter & Gamble. “In fact, from our research we found that 60 percent of LGBTQ+ persons change their hair when they have a life or identity change. So, whether that means getting a major chop or growing out your locks to defy societal norms, or embracing hair that bends the gender binary entirely – Hair is an impactful visual cue of transformation, and this new campaign from Pantene aims to show the beauty of all transformations and of all people.”



Each person featured represents their own transformation and unique sense of self-expression, with three stories being featured in separate supporting campaign videos. One video shares the story of Pooya, a transgender woman from Iran who was once jailed for having hair that was considered too long. “I want to be there for people in a way that I didn’t experience when I was younger, and let them know that there is nothing wrong with them,” Pooya states in the video after joining the initiative in hopes that her story would enable others to see their place in the world and envision the transformations they are capable of.



In addition to being WorldPride sponsors, the launch of “Don’t Hate Me Because I’m BeautifuLGBTQ+” also comes with the announcement of Pantene’s partnership with GLAAD, which will continue to uplift members of the LGBTQ+ community by celebrating inclusion, representation and freedom of expression. This furthered commitment follows recent global Pantene campaigns in the Philippines and the U.K. which celebrate and showcase transgender beauty and the stories of that community.



“Pantene has raised the bar for authentic inclusion by shining the spotlight on a diverse group of LGBTQ people in this powerful new campaign,” said GLAAD President and CEO Sarah Kate Ellis. “Hearing these LGBTQ individuals speak about their identities as well as their drive to be their true selves will empower other LGBTQ people and remind us all what true beauty is all about.”



In April, Pantene launched its new “Power to Transform” campaign which recognizes, celebrates and gives visibility to those who transform their lives and the world around them every single day. As a result, the brand has committed to telling stories of transformation that defy bias, celebrate personal expression and show a more inclusive world.



Pantene wants every head of hair held high with Pride, and encourages the LGBTQ+ community and its allies to express their authentic selves and share their own transformations to show the world all they are capable of and just what “beautiful” looks like.

Join in the conversation by using #BeautifuLGBTQ, and learn more about what Pantene is doing at www.pantene.com/en-us/pride.


CREDITS
 
CREATIVE AGENCY:  Grey
Advertiser:  Pantene
Spot Title: Don’t Hate Me Because I’m BeautifuLGBTQ+
First Air Date: 6/18/19
Agency: Grey New York

Creative – Grey NY
Chief Creative Officer: Rodrigo Jatene
Creative Director: Arturo Macouzet
Assistant Creative Director: Bryan Burns
Senior Art Director: Emily Pracher

Account – Grey NY
EVP, Global Account Director: Anjali Jain
SVP, Account Director: Kate Bernhardt
Account Supervisor: Payton Brown

Strategy – Grey NY
Global Strategy Director: Julia Perissinoto
Director of Social Media: Kenny Gold
Senior Content Architect: Finn Leslie
Senior Content Architect: Andrew Pattee

Project Management – Grey NY
Project Manager: Morgan Marc

Production – Townhouse NY
Executive Producer: Keira Rosenthal
Senior Print Producer: Don Lagas
VP Casting: Nina Pratt
Associate Casting Director: Brian Safuto
VP Talent: Natasha Howell
Business Manager: Beverly Beach

Partner Agencies
MMK
Carat
 

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Stacked SPAD for LiDAR Thesis

Delft University publishes a PhD thesis "Modular time-of-flight image sensor for light detection and ranging: A digital approach to LIDAR" by Augusto Ronchini Ximenes. Other than overview of the stacked SPAD chips and their components, the thesis has a...

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Cerberus Gets ‘Big Fat Belly Good’ in Branding Campaign for Lupo’s Spice Company


Working with Lupo’s Spice Company, Cerberus Agency of New Orleans helped to create the Big Fat Belly Good Cajun Seasoning brand from scratch. The new brand was built as a fun, flavorful alternative to the big, boring brands and small, cheap (loaded with salt) Cajun seasonings on the market today.



Cerberus began in Q2 of 2018 by conducting market research, including a competitive set analysis of more than 20 on-shelf Cajun seasoning brands in order to help name the new brand. "Our recommendation was to marry a fun, irreverent name with a clean, polished looking packaging design," said agency partner and creative director, Justin Bonura. Another important agency recommendation came in the area of product development. "Our team recommended the inclusion of a 'Hot' variation to accompany the 'Original' that was the company had planned," added agency partner and lead designer, Rocky Russo.

In addition to creating a completely original brand mark and the aforementioned packaging designs, Cerberus also launched a new branded e-commerce website, sales materials, and branded vehicle dressing. Later in 2019, Cerberus rolled out an extensive print and out of home campaign that included multiple print ads, billboards, and bus shelter signage across the metro New Orleans area.



Today, the company's products are available at grocery outlets across the area and extend into Mississippi. Cerberus plans to continue the momentum through 2020 with its efforts to spur website and online retailer sales throughout 2020, while helping to increase the number of nationwide distributors who carry the Cajun seasoning line.


Read More »

Cerebrus Gets ‘Big Fat Belly Good’ in Branding Campaign for Lupo’s Spice Company


Working with Lupo’s Spice Company, Cerberus Agency of New Orleans helped to create the Big Fat Belly Good Cajun Seasoning brand from scratch. The new brand was built as a fun, flavorful alternative to the big, boring brands and small, cheap (loaded with salt) Cajun seasonings on the market today.



Cerberus began in Q2 of 2018 by conducting market research, including a competitive set analysis of more than 20 on-shelf Cajun seasoning brands in order to help name the new brand. "Our recommendation was to marry a fun, irreverent name with a clean, polished looking packaging design," said agency partner and creative director, Justin Bonura. Another important agency recommendation came in the area of product development. "Our team recommended the inclusion of a 'Hot' variation to accompany the 'Original' that was the company had planned," added agency partner and lead designer, Rocky Russo.

In addition to creating a completely original brand mark and the aforementioned packaging designs, Cerberus also launched a new branded e-commerce website, sales materials, and branded vehicle dressing. Later in 2019, Cerberus rolled out an extensive print and out of home campaign that included multiple print ads, billboards, and bus shelter signage across the metro New Orleans area.



Today, the company's products are available at grocery outlets across the area and extend into Mississippi. Cerberus plans to continue the momentum through 2020 with its efforts to spur website and online retailer sales throughout 2020, while helping to increase the number of nationwide distributors who carry the Cajun seasoning line.

Read More »