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BRANDING


© 2021 Cooper Carry


COOPER CARRY

At Cooper Carry, we approach our work as a collaborative ecosystem. We offer multiple studios and services that come together daily to provide each project the depth of knowledge needed to meet and exceed objectives. Our breadth of experience goes far beyond broad building types, allowing us to engage in more possibilities and offer more creative solutions. Cooper Carry’s leaders are advocates and authorities for their specialties, empowered by decades of expertise to make decisions that prioritize placemaking, civic space, and the greater good of communities, tenants, residents and visitors.


A VARIETY OF SERVICES THAT GO BEYOND ARCHITECTURE

ARCHITECTURE

URBAN PLANNING

INTERIOR DESIGN

E N V I R O N M E N TA L GRAPHIC DESIGN

LANDSCAPE ARCHITECTURE

S U S TA I N A B L E DESIGN

R E H A B I L I TAT I O N + ADAPTIVE REUSE

BRANDING + MARKETING


A GROUP OF STUDIOS SHARING SUBJECT MATTER EXPERTISE

H O S P I TA L I T Y

GOVERNMENT

SCIENCE + TECHNOLOGY

OFFICE WORKPLACE

HIGHER E D U C AT I O N

K- 1 2 E D U C AT I O N

MIXED-USE

RESIDENTIAL

R E TA I L

R E S TA U R A N T + BAR

SENIOR LIVING

TRANSIT + TOD


There’s nothing more experiential than the built environment as a representation of our clients’ missions and brands. We want to help you tell that story better.


BRANDING Americans spend 87% of their life immersed in the built environment. Our lives are spent occupying spaces. As a design firm, we look at this as an opportunity. Buildings are an opportunity for efficiency, wellness, resilience, productivity, safety and shelter, but also a beautifully blank canvas for connection. Exploration. Learning. Belonging. Life. There’s nothing more experiential than being immersed in a space that represents your mission and brand. Cooper Carry Branding offers branding for the built environment. We connect structure to soul, translating back and forth between architects, interior designers, owners, in-house marketing teams and end users to create powerful brands.

Our services include storytelling and narrative development, brand identity and messaging, experiential concept development, digital marketing campaign strategy, sales enablement and more. We provide branding for everything from schools and innovation centers to shopping centers, office parks, multifamily projects, hotels and restaurants. Let’s partner to discover how we can extend who you are into the spaces you create. Whether we’re helping you launch a new project or reposition an existing one, we will ensure your project delivers the crucial messages you want to convey, resonates with your target audiences, differentiates you in the marketplace and enhances your return on investment.


5-STEP BRANDING PROCESS

1

3

5

4

2

DISCOVER

DEFINE

DESIGN

REFINE

Align

RESEARCH

S T R AT E G Y

CONCEPT

FINALIZE

IMPLEMENT


1. Discover

The only way to create an effective immersive brand is for our team to dive deeply into everything we can learn from and about you and your project. What are your business objectives? What is the competitive set for this project? Who is the target audience and what motivates them? Who are the stakeholders and what are their concerns? What is the history and context that surrounds this place? (2 weeks)

2. Define

Using our own research as well as interviews and surveys with you and the stakeholders you identify, we assemble and synthesize information and then develop a strategic creative brief that gives us a clear and clean line of sight for everything we do moving forward. (2 weeks)

3. Design

This is where the magic happens. Based on the scope of your project, we can develop everything from names and logos to lexicons, color palettes, experience narratives, key messages, vision books, and more. These are the assets that arise out of the strategic creative brief we created in step 2. (2 weeks)

4. Refine

Developing a brand identity and its associated assets is a collaborative and interactive process. After presenting and discussing initial concept ideas in step 3, we use your feedback to refine them down to a final set of options. (2 weeks)

5. Align

This is a philosophy that permeates the entire process. We are always collaborating and seeking input from our other studios, those who end up implementing branding in the built environment. From wayfinding and signage created by environmental graphic design to how a brand is brought to life by interior design to how a brand is embodied in the architecture itself and out beyond the building thanks to landscape architecture, we always keep a holistic view of the project in mind and integrate all of our partners and your team and stakeholders in the process. (ongoing)


STORYTELLING A K E Y T O S U C C E S S F U L B R A N D C R E AT I O N & I N T E G R AT I O N Storytelling leads to a more holistic, impactful experience. Just like a great novel has many characters and layers, so should a great mall, hotel, town center, office building or mixed-use development. These layers include, in addition to design and uses: •

• •

The lexicon of a place (tone, naming, language, narrative, key messages) Visual identity (logo, typology, color palette, iconography, art, etc.) Activation opportunities/ programming Tribal development

Branded spaces aren’t just about logos or signage. Everything has the power to communicate, including materials, colors, graphics, displays, symbols, art, audio signals, signage, furnishings and more. They should all harmonize together to tell your story. When they do, you’re offering a more holistic and impactful experience which leads to higher leases, higher spends, longer stays, repeat visits, full buildings and project sustainability.


STORYTELLING EXAMPLE: THE SPUR A N E W M I X E D - US E D E V E LO PM E NT

The Spur builds upon downtown’s future and propels it forward. Two boutique hotels teeming with personality, with design curated for context and connection. Flexible, modern office space for the tenacious entrepreneurs and creatives who flock to our city looking for the best place to live, work and play. Experiential retail, unique public realm, and lively restaurants that serve as the great mixing bowl where residents, workers and visitors intermingle. Why “The Spur”? •

A rail spur is used to access a loading and unloading facility, like a depot. It is a stub track that diverges from main or other tracks to provide access to industrial or commercial areas (as opposite to a siding,

which is an auxiliary track for meeting or passing trains). This project is located on a former rail spur in an area with many cultural and historical references to railroads. •

Spur has a more gritty, industrial connotation in keeping with the context of the area.

The location of this project is a natural spur off of other large planned developments.

It is not uncommon for one industrial spur to have multiple sidings to several different customers, which is reflective of the mixeduse nature of this project.

A vibrant mixed-use campus delivering a continuous combination of historical significance & cultural relevance.


THE SPUR

NEW MIXED-USE DEVELOPMENT | STORYTELLING | MESSAGING | NAMING | LOGO DEIGN


AMLI LENOX

MULTI-FAMILY RESIDENTIAL | NAMING | LOGO DEIGN | SPECIALTY SIGNAGE

SECONDARY LOGO

3' - 0"

PRIMARY LOGO

concierge Concierge

LOCATION 1-31 AMLI LENOX SIGN


5'-0"

3'-0"

LOCATION P0-31 - BASEMENT WINDOW WALL SCALE: 3/4" = 1'-0"

PT-3

ELECTRIC CONFE CUSTOM LED NE WIRING TO RUN B WALL TO OUTLET (CONCEALED)

2' - 9"

PT-1

1' - 6"

4' - 6"

5' - 3"

TV TO BE PROVIDED BY OWNER; ASSUMED SIZE 65"

11' - 0" 12' - 4 3/8"

LOCATION P0-31 - BASEMENT WINDOW WALL SCALE: 3/8" = 1'-0"

TRANSITION PAIN WALL AND BASEB IN ALIGNMENT W FIXTURE ABOVE

6 1/2" MDF BASEB METRIE, VERY SQ SCENE III, WB-2


AMLI FLATIRON

MULTI-FAMILY RESIDENTIAL | LOGO DEIGN | BRAND GUIDELINES | COLLATERAL + SIGNAGE CONCEPTING


VERDANT

MIXED-USE DEVELOPMENT | NAMING | LOGO DESIGN | COLLATERAL CONC

Verdant represents a mixed-use jewel of wellness and workplace, lifestyle and lushness, on a prominent urban corner. The word verdant goes back to the Latin word viridis, which means to show growth, or to become green. This project will grow the community in a new way, creating a compelling and needed oasis in the busy middle of busy roads,


CIRCLE 75

OFFICE REPOSITION | NAMING | LOGO DESIGN | BRAND GUIDELINES


THE COMMONS

OFFICE REPOSITION | NAMING | LOGO DESIGN | BRAND GUIDELINES


COMMONS GRILLE

NAMING | LOGO DESIGN | COLLATERAL CONCEPTING


ORMSBY STATION EXECUTIVE PARK OFFICE PARK REPOSITION | NAMING | LOGO DESIGN


GALLERIA ROW - CHITCHAT CONCEPT

MIXED-USE DEVELOPMENT | NAMING | LOGO DESIGN | COLLATERAL CONCEPTS

The Chitchat Concept is a young, millennial brand resembling those of industrial and athletic logos. This brand scheme pairs perfectly with not only the new retail experience being infused into the property, but also as a neighbor to The Battery. The three rounded and one 90o corner of the mark is similar to that of a chat bubble. It represents the new “buzz” around the property as the latest mixed-use hot spot in the Galleria area. This brand encourages the users to “gather here,” and spread the word.


GALLERIA ROW - IDENTITY CONCEPT

MIXED-USE DEVELOPMENT | NAMING | LOGO DESIGN | COLLATERAL CONCEPTS

Inspired by the combination of the straight, linear rows of buildings paired alongside the curvilinear forms of the interior plazas, the Identity Concept is a bold and striking brand. The resulting mark can be interpreted in multiple ways: most notably in its similarities to a fingerprint through which it represents personal identity and personality. Additionally, the generic rows and swirls are reminiscent of a zen garden. The simple shapes bring a feeling a peace and serenity in nature.


GALLERIA ROW - THE ROW CONCEPT

MIXED-USE DEVELOPMENT | NAMING | LOGO DESIGN | COLLATERAL CONCEPTS

Focused on highlighting the “row” of the property name, the two L’s are extended into a clean and linear graphic. The logo evokes a modern lifestyle center. The simple forms and tall, condensed typeface make it an incredibly versatile brand. The typeface was carefully selected to reflect a younger crowd. The rounded edges and upper and lowercase treatment are less serious and more approachable.


GATEWAY

RETAIL REPOSITION | LOGO DESIGN | COLLATERAL CONCEPTS

I N S P I R AT I O N :

THE ARCH The arch, the traditional shape of a gateway reworked in a clean, modern aesthetic through the use of negative space. The impression of a gateway arch is punched into the logo box.


EAT.DINE.SHOP.RELAX.


A&L KITCHEN

NEW RESTAURANT CONCEPT | LOGO DESIGN | COLLATERAL CONCEPTS


GEORGIA TECH, WEST VILLAGE DINING COMMONS HIGHER EDUCATION | BRANDED EXPERIENCE


HARPER ARCHER ELEMENTARY SCHOOL K-12 EDUCATION | BRANDED PXPERIENCE


K-12 EDUCATION | BRANDED PXPERIENCE | MURAL DESIGN

SOUTH STEM SCHOOL


WE HAVE IDEAS TO SHARE

BRAND STRATEGY STORYTELLING POSITIONING MESSAGING

NAMING VISUAL IDENTITY LOGO DESIGN COLOR PALETTES TYPOGRAPHY USAGE GUIDELINES

MARKETING MATERIAL DESIGN STATIONERY BROCHURES VISION BOOKS PRESENTATIONS BANNERS

EXPERIENTIAL ENVIRONMENTS WEB & SOCIAL MEDIA


Katherine Stone

Julie ARGO Young

Bobbi Sweeney

BRAND DIRECTOR

GRAPHIC ARTS MANAGER

SENIOR GRAPHIC DESIGNER

Katherine leads brand development and corporate marketing strategy at Cooper Carry. She has more than 30 years of successfully creating and executing digital, PR and marketing campaigns that increase brand awareness, bolster engagement and strengthen relationships between world-class brands and their target audiences. In a previous role, Katherine served as Director of Experiential Marketing at The Coca Cola Company. During her time at Cooper Carry she has contributed her expertise to numerous projects across corporate office, retail, mixeduse, hospitality, and education.

Julie has more than a decade of experience in art direction, graphic design and creative marketing. She brings a diverse skill set to the brandBUILD team. Julie has worked across a variety of industries including entertainment, restaurant + bar, beauty, architecture, engineering, and construction by deftly interpreting a client’s vision and bringing that vision to life. With Cooper Carry, she has designed everything from logos and brand collateral, websites, booklets and brochures to murals and signage. Julie is ambitious and passionate about everything creative, and lives by the motto: “Be kind and do great work.”

Over the past 15 years, Bobbi has worked in the architecture and development industry in marketing and graphic design. Her experience includes print graphics, digital graphics, video, and environmental graphic design. She has a passion for typography and an eye for detail. Through her experience working with our environmental graphics team, Bobbi understands the nuances of developing brands and then translating them from 2D to 3D, ultimately creating a unique and emotional experience for the end user.

CONTACT:

CONTACT:

CONTACT:

katherinestone@coopercarry.com

julieargoyoung@coopercarry.com

bobbisweeney@coopercarry.com


© 2021 Cooper Carry

Profile for Cooper Carry

Cooper Carry Branding eBrochure  

© 2020 Cooper Carry, Inc.

Cooper Carry Branding eBrochure  

© 2020 Cooper Carry, Inc.

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