Castrol was launching their premier fast lube partnership program. This was their first foray into a Castrol-branded service center in their 100+ year history. It was imperative that this extension of the Castrol brand reflect the quality and heritage of Castrol and integrate seamlessly with their existing global brand standards.

Castrol hired us to create the entire brand, including name development, brand mark, environmental design, POS, and training materials. We developed a comprehensive brand standards manual to ensure consistent execution of all collateral materials from print to electronic media and establish their brand vision, promise and voice.

Components: Name development, logo, environmental design, standards manual, training materials, and print collateral materials.

]]> Castrol was launching their premier fast lube partnership program. This was their first foray into a Castrol-branded service center in their 100+ year history. It was imperative that this extension of the Castrol brand reflect the quality and heritage of Castrol and integrate seamlessly with their existing global brand standards.

Castrol hired us to create the entire brand, including name development, brand mark, environmental design, POS, and training materials. We developed a comprehensive brand standards manual to ensure consistent execution of all collateral materials from print to electronic media and establish their brand vision, promise and voice.

Components: Name development, logo, environmental design, standards manual, training materials, and print collateral materials.

]]> Just Desserts is a local baker who combines top-shelf ingredients with baking alchemy to produce unbelievable desserts (that can be somewhat addicting!). To that end, we developed a logo that features a siren—part angel, part devil—to represent the 2 sides of our dietary conscience. Her alluring smirk seduces you with her wares. She speaks to our subconscious sense of decadence with the tag line “Life’s too short for cheap desserts.”

]]> Noted author and internist Dr. Raphael Kellman was opening a 16,000 square foot state-of-the-art integrated holistic medical center in NYC. It would offer a traditional medical practice combined with acupuncture, nutritional counseling, physical therapy, yoga, and more. This cutting-edge medical facility needed to communicate a new paradigm of health and well-being.

Morello+Company developed a brand identity that established MBNY as an oasis of health and well-being in the center of a harried city environment. We began with name development. “Mind Body New York” with the acronym “MBNY” could adapt to the expansion plans of opening up a center in other major cities (MBLA, etc.). The logo reflects the Kabbalistic leanings of the center’s founder—four quadrants coming together to establish the light of healing. We designed a set of healing colors that were used throughout all communications materials. We interfaced with the architect to extend the palette and graphics to the center itself.

A complete communications package was developed to ensure that every customer touch point—including treatment brochures, product packaging, business stationery, and advertising—reflected the sensibilities of the center.

Components: Name development, logo, stationery system, print collateral materials, website, print advertising campaign.

]]> Brand Identity

Noted author and internist Dr. Raphael Kellman was opening a 16,000 square foot state-of-the-art integrated holistic medical center in NYC. It would offer a traditional medical practice combined with acupuncture, nutritional counseling, physical therapy, yoga, and more. This cutting-edge medical facility needed to communicate a new paradigm of health and well-being.

Morello+Company developed a brand identity that established MBNY as an oasis of health and well-being in the center of a harried city environment. We began with name development. “Mind Body New York” with the acronym “MBNY” could adapt to the expansion plans of opening up a center in other major cities (MBLA, etc.). The logo reflects the Kabbalistic leanings of the center’s founder—four quadrants coming together to establish the light of healing. We designed a set of healing colors that were used throughout all communications materials. We interfaced with the architect to extend the palette and graphics to the center itself.

A complete communications package was developed to ensure that every customer touch point—including treatment brochures, product packaging, business stationery, and advertising—reflected the sensibilities of the center.

Components: Name development, logo, stationery system, print collateral materials, website, print advertising campaign.

]]> Pico Mountain is one of Vermont’s oldest ski resorts, but tends to get overshadowed by its huge next-door neighbor, Killington. Pico wanted to develop a distinctive brand identity, and build a companion marketing program that would differentiate itself from the party atmosphere of the surrounding resorts.

Building both new and repeat business is essential for a destination resort property. We wanted to focus on Pico’s unique strengths. Our approach was to accent the customer experience of a classic Vermont ski vacation that is steeped in tradition and affords a unique experience of quality and value. To support this premise we developed the theme of “Classic Vermont.” The design features an inviting, broken-in look for their promotional collateral—a treasured travel brochure that has been handled again and again, year after year. Beautiful images and text tell the story of a ski resort that beckons to you to become a part of your Vermont skiing tradition.

Components: Theme development, vacation planning guide, trail map, print advertising campaign, stationery system.

]]> Dauphin is a designer and manufacturer of high-end, commercial contract furniture. We had recently completed brand development for their new economy brand Valo, resulting in a stronger identity than their main product offering (we love when that happens). They were now looking to recast the Dauphin brand to reflect the sleek, modern aesthetic of their core line.

We began with an update to the existing Dauphin logo. By reworking the colors, we were able to freshen the look while maintaining the established brand equity. Next, we redesigned all materials, including product brochures, technical spec sheets and product binders. The hallmarks of the Dauphin line are the modern, classic lines of the furniture, finished with a variety of specialty fabrics. We wanted to convey the styling of the product—in both a literal and conceptual way—to their design savvy audience of architects and interior designers. The cover of the brochure features a bar of deconstructed furniture, highly architectural in look and feel. It conveys key elements of the design, construction, and color of the product while providing an individual signature for each brochure.

Components: Logo, product catalogs and binder, advertising campaign.

]]> Town & Country Window Fashions and Home Furnishings was closing two small stores and opening one extraordinary 8,500 sq. ft. showroom. They needed to make the transition from a smaller Mom & Pop store to a truly full-service interior design retail destination.

Beginning with a name change to “Town & Country Home,” Morello+Company developed a brand identity that established the new showroom as a sophisticated interior design destination. An ad campaign launched in Architectural Digest and Bon Apetit, as well as regional publications, introduced the showroom and the brand. We focused on giving the materials a classic, elegant design aesthetic that was synergistic with the superior brands in the interior design industry that the store would carry.

Metallic copper ink and textured cream paper were used throughout the marketing materials to evoke a textural experience of affluence. The voice of marketing materials embody Town & Country’s personality, commitment to service, and lifestyle philosophy. The new design extends beyond the traditional identity package and was applied to the entire retail experience.

Components: Name development, logo, print advertising, website, signage, furniture tags, bags and stationery system.

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