graphic identity system
Dailey & Associates has been around since the late sixties but had recently gone through a series of dramatic changes. Three new Executive Creative Directors, a new President and CEO, not to mention founding partner Cliff Einstein's modern art collection was moved out of the agency and into various museums around town.
Suddenly Dailey had new leadership, a very old logo and acres of empty white walls.
Time for a change.
I rebuilt the agency identity system from the ground up: new logo, new color scheme and new way of looking at the role of business cards.
Beyond the design fundamentals of clarity and simplicity my guiding principle was that people are what make a business run. So Dailey's employees became an important graphical element in the new identity.
The environmental space got a facelift as well. It's amazing what you can do with just two colors and some typography. It's no million dollar art collection, but it certainly added some badly needed chutzpah back into the agency space.