For Club, For Country

May 1, 2014

For Club, For Country

Chattanooga FC 2014 Campaign

As Chattanooga Football Club enters its sixth season in the men’s semi-pro National Premier Soccer League, it coincides with the summer of the World Cup – and the launch of the first season of the women’s team in the Women’s Premier Soccer League.

The campaign style utilizes illustrations (by Brian Woodlief based on photography by Steven Llorca) as there was no existing photography for the newly formed women’s team. The theme of “For Club, For Country” ties into the excitement of the biggest tournament of the world’s game — the World Cup in Brazil this June and July.

Creative Direction: Paul Rustand; Art Direction: Bradley Dicharry; Design: Ben Dicks, Travis Hitchcock; Illustration: Brian Woodlief; Men’s illustrations drawn from CFC photographer Steven Llorca.

Need vs Want

April 22, 2014

Need vs Want

Bridge Partners Brand Refresh

Bridge Partners, an executive search firm with unique expertise in attracting and retaining senior, diverse management, was approaching its ten year anniversary, and the partners felt it was time to update their web site. Having just seen the new brand and site for the Benwood Foundation, partner Tory Clarke asked Widgets & Stone and Tubatomic to help.

Bridge Partners was not interested in changing their logo, but they did want a fresh approach to typography and colors in their new site design. Widgets & Stone saw an opportunity to update the logo without losing its essence, and spent some time reimagining the mark while exploring type, color and potential photo treatments as well.

The brief design exercise was extremely well received, resulting in the refreshed design concept being selected as the new logo. Tubatomic will implement the core brand elements into a new site design to launch at the end of April 2014.

Creative Direction: Paul Rustand; Design: D.J. Trischler.

Getting into a Binder

April 22, 2014

Getting into a Binder

Binder System for Mannington Commercial

In 2013 Mandy Meredith and Amy Trumbull led a redesign of the Mannington Commercial sample binder system — a way of displaying the company’s wide range of flooring option for interior designers, architects and the like.

The comprehensive redesign minimized clutter and streamlined information, making the binders easier to read and use. The Widgets & Stone team also created a system that allowed for multiple flooring materials and different brand lines to still be visibly related and maintain brand continuity.

Design Direction: Mandy Lamb Meredith; Design: Mandy Lamb Meredith and Amy Trumbull.

Collective Action Drives Change

April 3, 2014

Collective Action Drives Change

Benwood Foundation Rebrand

The Benwood Foundation has long been a “silent giant,” bringing a wealth of insight, knowledge, and generosity to the community it serves. With a new President and strategic plan in place, its Trustees decided that the time had come for the foundation to step out front, in a leadership role. Asking brave questions, funding Betas, and sharing risks.

Widgets & Stone, along with collaborators 26 Tools and Tubatomic, were asked to help position this shift, through messaging and a strategic web rollout of their new identity. Building upon a presentation of education research that we developed in 2013, we helped redesign the foundation as a convener of challenges, and the table around which people gather to move forward.

The new identity design was based on a straightforward, honest and plainspoken personality. Clean and simple typography based on a basic grid system, with hints of color applied sparingly to accentuate photo-journalistic black and white photography by Dotson Commercial.

When it came to the web site we thought: why not a new kind of homepage? Rather than just presenting projects and priorities, benwood.org is a living dialogue between 15 community members who represent all corners of the city – and are working in key areas. Engaged to point to real community needs as well as encouraging progress, these writers are sparking conversations about what is, and what’s possible. With new articles posted every 2-3 days, the home page is quickly becoming a hub not just of hope, but of connection and actionable insights.

See more images on Behance.

Creative Direction: Paul Rustand, Mandy Meredith, Caleb Ludwick, George Bairaktaris. Design Direction: Mandy Meredith, Paul Rustand; Design: Ben Dicks, Amy Trumbull, Nick Turner; Photography: Grant Dotson; Web Design: Alex Ogle, Brian Wleklinski.

Reward in Risk

March 30, 2014

Reward in Risk.

RSS Insurance Identity Design

RSS is an insurance broker that combines decades of experience with an intricate knowledge of the ever-changing risk business, providing peace of mind to those in need of coverage and advisory services. The oldest and largest privately owned broker in the Chattanooga area, RSS draws upon its insurance expertise, trusted carrier relationships and nationwide network to advocate, proactively, for every client they serve.

As RSS changed ownership, the new leadership wanted to have a stronger brand presence. Widgets & Stone created a bold and contemporary look for the company that could grow with them.

Creative Direction: Paul Rustand & Mandy Meredith; Design: Ben Dicks, Amy Trumbull Harmon, Mandy Meredith; Writing: Caleb Ludwick Photography: various sample images.

DRyan

March 25, 2014

DRyan

Identity Design

Daniel Ryan is a consultant and speaker; Co-captain of the Open Chattanooga Brigade; and Resident Technologist at Waypaver. Previously Daniel was the Director of Front-end Development for President Obama’s 2012 election campaign.

Upon leaving his role with the President’s staff, Daniel began consulting and speaking. He looked to Widgets & Stone to develop an identity to represent his new endeavor. The new look reflects Daniel’s tech expertise while also adding an eye-catching flair that helps him stand out in the market place.

Creative Direction: Mandy Meredith; Art Direction: Paul Rustand; Design: Amy Trumbull.

Couture Underfoot

February 17, 2014

Couture Underfoot

Amtico Ad Campaign

Since 1964, Amtico has grown to dominate the premium resilient flooring market, by creating a remarkable product portfolio of luxury vinyl tile — synonymous with luxury, unmistakable style, custom capabilities, exceptional service, and quality products. In 2012, Amtico became part of the Mannington Commercial family. Because of the heritage of the name, Mannington created the Amtico Collection, encompassing all Amtico products, as the premium line of LVT in its broad portfolio.

Widgets & Stone and 26 Tools worked under direction from Mannington Commercial to propose brand communications tactics and then create various brand communications tools for Amtico — including an ad campaign to communicate the following key values and personality:

“Beautiful craftsmanship in both form and function. The Amtico Collection appeals to people with a passion for design, who appreciate luxury and sophistication. Embodies sophistication and elegance with a European/British sensibility – smart and timeless style that, at times, even brings a modern edge. A true quality product, known for high performing materials and durability. An honest, genuine partner who will work collaboratively, with international savvy yet a commitment to bringing great customer service to every relationship.”

Creative Direction: Mandy Meredith; Design: Mandy Meredtih; Writing: Caleb Ludwick; Photography: Grant Dotson.

Engineered for Sport

January 29, 2014

Engineered for Sport

Identity Redesign for NGI Sports

NGI Sports provides surface systems for sport, bringing together a legacy of innovation, enduring performance, and stewardship that reduces impact on the environment. All with a relentless commitment to finding the right materials and methods for each project. Engineered for sport, and installed for harder, higher, faster, longer play.

However, NGI’s existing identity and communications design was many years old and was not reflecting the attributes of the company.

Widgets & Stone, 26 Tools and Tubatomic worked together to bring a fresh new look to the company. A complete web redesign is in the works as well.

Creative Direction: Paul Rustand; Design: Bradley Dicharry, Ben Dicks, Nick Turner and Travis Hitchcock. Writing: Caleb Ludwick. Photography: Various found resources for presentation purposes only.

Redefined Showroom

January 10, 2014

Redefined

Mannington Commercial Showroom

Widgets & Stone directed the full scale redesign of the Mannington Commercial Showroom in the Merchandise Mart in Chicago. The designs showcase new products in a visually exciting and memorable way, both on the floor and in wall displays.

This year’s showroom design drew heavily on inspiration of Mannington’s manufacturing heritage and on the new Redefined Collection. The Redefined Collection features fashion classics reimagined as modular carpet. Made up of six products inspired by houndstooth, tweed, hexagons, and other classic patterns, Redefined is texturally rich and visually stunning.

The showroom displays featured many elements from the manufacturing facilities: giant spools for yarn, hanging racks for color standards and a wall display featuring an assembly of parts from the tufting machines. Other visually striking elements were the hexagonal LVT floor patterns and the honeycomb wall display.

Creative Direction: Mandy Meredith; Design: Mandy Meredith, Paul Rustand, Matt Greenwell, Amy Trumbull; Display Fabrication: Jason Meyer & Ray Padron.

The First Time She Fell

January 10, 2014

Covering it all

The First Time She Fell: 8 short stories in the visual and verbal. A fiction + design collaboration by Caleb Ludwick, with design by Michael Hendrix, Ben Horner, Mandy Lamb Meredith, Nick DuPey, Liz Tapp, Roby Isaac, Joseph Shipp and Beth Joseph. The cover art uses the illustrations from throughout the interior of the book, combining them in layered collection like old wheat pasted billboards, worn away by the weathering of time.

The book is a remarkable debut collection of short stories, that inspired a beautifully rendered collaboration between verbal and visual storytelling. First published in paperback, then a second edition in hardcover.

Cover design: Paul Rustand

Modern Design, for Your Feet

January 10, 2014

Goodhew/Sockwell Web Redesign

The US manufacturers of Goodhew lifestyle socks and Sockwell graduated compression socks have been steadily growing. While their products are well designed and exceptional, their brand communications weren’t reflecting that quality.

They turned to Widgets & Stone and 26 Tools for help with brand communications needs, and specifically for a redesign of their two product web sites. As 26 Tools worked to develop delightful and informative brand messaging, Widgets & Stone worked to develop a library of lifestyle photography and new design styles.

Previous versions of the web sites tended to be heavy on information and light on product imagery.

Widgets & Stone worked with Dotson Studios to create new photography that captured the lifestyle spirit of the brand and showed the product in use.

Then the team developed a clean web design that shows off the wonderful socks and the great lifestyle photography. Web site information was consolidated and the navigation was simplified.

Creative Direction: Paul Rustand; Design Direction: Mandy Meredith; Brand Messaging Strategy & Writing: Caleb Ludwick, 26 Tools; Design: Ben Dicks, Amy Trumbull; Photography: Dotson Studios.

Rules Are Good. Change Them.

December 29, 2013

Rules Are Good. Change Them.

Ad Concepts & Styles

Concept designs and writing for an ad campaign that didn’t make it past the first round of brainstorming. An intriguing product to investigate from a messaging standpoint — a wealth of history and style in how whiskeys are marketed. And the question we sought to address: How do you look different AND like you have enough experience when you are a very new brand?

Creative Direction: Paul Rustand & Mandy Meredith; Design: Bradley Dicharry, Paul Rustand, Mandy Meredith; Writing: Caleb Ludwick; Illustration: Paul Rustand. Photography: various.

On the Node

September 17, 2013

Brand & Communications Strategy

Variable creates platforms that make the real digital, and make the digital real. Variable is also a leading developer of wireless sensing technology, NODE.

NODE is a Kickstarter success story, turned hardware development company. They are a listening company, a learning company. Experts and innovators. PhDs and MBAs. Users and rethinkers of technology.

NODE’s target market is shifting and expanding, and it is more important than ever that they have a unified and consistent message about who they are, what they do, and why it matters.

Variable’s new CBO Jonathan Bragdon approached the creative partnership of Widgets & Stone, 26 Tools and Tubatomic to help craft a brand and communications strategy for the next phase of the company’s growth.

The team built on the solid identity (created by D+J Brand Consulting) to expand the kit of design and communications tools — with new writing, new photography, a new brand hierarchy and new web tools. Utilizing both broad and narrow strategies: appealing to gadgeteers who can help expand how NODE is used, or to very specific markets in color matching.

“At Variable, we make sensory platforms that connect apps and smart devices to the real world, in new ways.

NODE is a hardware platform, that transforms how apps let us make sense of the world.”

Creative Direction: Paul Rustand, Mandy Meredith; Design: Mandy Meredith, Paul Rustand, Brad Dicharry; Communication Strategy/Writing: Caleb Ludwick; Photography: Grant Dotson; Web Design: Tubatomic.

O for Data

August 16, 2013

New logo for the Ochs Center

For more than 50 years, the Ochs Center has been bringing breakthrough data that changes the way Chattanooga thinks.

An independent collaborative of researchers and strategists customized for each project with resources from executive and university groups, we rigorously apply both timeless and new methodologies to bring the right data – made reliable, relevant and actionable.

Always with a view to improving education, public safety and quality of life in our region, and to helping our clients understand and predict thinking and behavior.

The new symbol, colors and typography set forth a bold new personality to reflect the direction of the center going forward.

Creative Direction: Paul Rustand; Design: Amy Trumbull, Bradley Dicharry. Writing: Caleb Ludwick.

Open Books, Open Prints, Open Press

July 12, 2013

The Open Press is a non-profit letterpress, printmaking and book arts studio based in Chattanooga, Tennessee. Its aim is to provide access to a unique and under-utilized artistic resource in Chattanooga, and to build a community of fine artists and craftspeople around this equipment and knowledge.

Founded by Matt Greenwell and Paul Rustand, the endeavor began as a Kickstarter campaign and grew into a full non-profit. The identity and subsequent print designs were started as rewards for donors.

Since 2013 the Open Press has operated with a staff of all-volunteers. It is currently housed on the ground floor of Stove Works, a contemporary art space and residency in Chattanooga’s South Side neighborhood.

Creative Direction: Paul Rustand; Design: Brad Dicharry.

Warehouse Where?

June 25, 2013

Warehouse Row Sign System

Working closely with Jamestown Properties and Revival Studio, Widgets & Stone developed a sign system for Warehouse Row, a community retail concept. Warehouse Row’s “lush aesthetic inspired by the humble grandeur of the original architecture” provided the styles for the signs. A variety of sign types were developed, all drawing on the history of vintage warehouse paintings and wayfinding signs.

Creative Direction: Paul Rustand; Art Direction: Ben Dicks ; Design: Amy Trumbull.

Renewing a Saint

May 31, 2013

Refreshing a classic Chattanooga brand

Widgets & Stone is pleased to be collaborating with Chef Daniel Lindley to help refresh the wonderful St. John’s Restaurant brand with some new menu designs, signage and logo concepts.

Above are pictured some proposed logo variations, built on the subject matter of the established logo design. The new illustrations by David Webb (and letterpress printed by Terry Chouinard) draw out the craftsmanship and character of the restaurant and its food, while the modified typography adds subtlety and depth.

A subtle new sign adds further class to the historical St. John’s Hotel Building.

Creative Direction: Paul Rustand; Illustration: David Webb; Letterpress Printing: Terry Chouinard.

A Spellbinding Spectacle

March 13, 2011

The Creative Forum of Nashville, Tennessee was a non-profit supporting the commercial arts: printers, paper companies, photographers, designers, and more. Every year they would host a big event called the Portfolio Show where students, professionals, vendors and the general public could gather to share work and make connections.

Widgets & Stone was given the honor of designing and printing the poster-mailer promoting the 2001 event. Given the collection of talent and skills represented at the show, we based the design on a theme of magic. We took phrases and visual styles from magic posters of the late 1800s and early 1900s as inspiration.

We were also able to add in a couple tricks, like making the poster side glow in the dark and adding a visual magic trick on one of the outside panels. Extremely stretched type, stacked on top of each other appears to be a mistake or an abstract symbol. But when turned to the eye at an extreme angle, the text becomes legible, revealing the message “You are cordially invited to the Portfolio Show.”

To top off the design production, the posters were letterpress printed in a limited edition run of 1000 at the Widgets & Stone studio. Mixing the glow-in-the-dark powder into the ink proved to be troublesome, but with persistence the team was able to get the full run delivered.

Design & Letterpress Printing: Paul Rustand.

Be.

November 30, 2010

Palmer Built Environments Identity

When our talented architect friend Thomas Palmer was just starting his new endeavor Palmer Built Environments in 2010, he didn’t expect that we would be the ones asking if we could design his identity… but we did. And while we didn’t think it would be an easy project, we did think it would be fun.

Little did we know that part way through the project Paul Rustand (our Director) would have a dream about how the logo should look. We tried it out, and lo and behold, we liked it, and Thomas did too.

Of course applying the design to some slightly short (but extra thick) letterpressed business cards makes everything look better.

Design: Paul Rustand

A Dazzling Second Act

October 13, 2009

Amanda Pinson Jewelry is a fine jewelry and luxe accessory boutique featuring elegant and classic styles from noted and hard-to-source designers. Every piece in Pinson’s ever-evolving collection is curated and designed to showcase precious and semi-precious stones.

In 1995, she started designing jewelry out of her Nashville home; five years later, she and her husband moved to an industrial loft in downtown Chattanooga. After opening a retail store in the newly renovated Baggage Claim Building, she approached Widgets & Stone to create an identity that reflected her own unique style to jewelry design and curation.

Design direction and Design: Paul Rustand.