We were given the opportunity to redefine their brand at every level. Identity, website, environmental features, and interior design all came together to create a cohesive, integrated brand. Our challenge was to design an identity that didn't lose its existing equity but reflected its global reach. They also needed a system for integrating other product names and company-wide initiatives under one brand.

Spear has a fantastic story; it was our job to tell it as clearly as possible. We started with their brand identity, embracing the DNA of the original Spear logo while incorporating a more dynamic, emotional, and global shape. We then used the new brand identity and applied it to all of their access points. Finally, through print design, digital design, and environmental graphic design, we created an integrated brand system that delivers a unified experience across all platforms.

For the experiential design, we transformed their 1980s offices, reception area, and label plant, giving them the competitive global headquarters they needed. Part of the environmental features in the package is a timeline with packaging milestones surrounding a larger-than-life sculpture of intertwined cobalt-colored labels. A digital welcome board concealed within the sculpture welcomes individual customers. The exhibit has edge-lit information panels, lit podiums displaying Spear packaging heroes, environmental graphics, and design elements that all deliver the story for each achievement.

One of the tour stops is our signature "ownable wow" wall–quick facts about Spear that make them an industry leader. Colorful environmental graphics lead the tour down the hallway and call further attention to these "ownable wows." In the plant area, colorful hanging graphics mimic labels with curving banners. These large, curved graphics mark the tour path and deliver information about each step in the packaging process.

Spear's brand story is clear from first impression to factory tour to closing handshake. Spear's innovations, milestones, organizational strengths, and geographical advantages are all on display. We used bold colors and strong environmental graphic features to energize their headquarters in an effective and long-lasting way.

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