Fatherly

Fatherly, a parenting media platform for and by dads, was born when co-founders Simon Isaacs (a soon-to-be dad himself) and Michael Rothman realized that, while there was an abundance of parenting content for moms, there was no material geared towards expectant dads. They aim to deliver a compelling blend of general-interest content with product and service recommendations keyed to the age and stage of each user’s children.

We worked with Simon to develop the end-to-end brand experience, including the core visual identity (logo design, iconography, typography, graphic elements), corporate stationery, user interface design for the site, email templates, print and marketing collateral, and promotional merchandise. Our goal was to create a brand for guys who ‘happen to be dads’ and an online experience that was easy to browse, engaging to explore, and always fun to read. The seahorse you see in the brand’s logo (integrated with a subtle ‘F’) is a known symbol of modern fatherhood, being a rare example of a species in which the male carries and births offspring.

Fatherly has received a warm welcome and excitement from readers and media alike. We look forward to continuing to build the brand and online experience in the months and years ahead.

 

Beespace

Led by founders Marissa Sackler and Simon Isaacs, Beespace is a new concept nonprofit incubator, helping to identify and launch the next generation of innovative nonprofits. By providing shared services, office space, and support from a dynamic community of innovators and leaders, Beespace is poised to launch the best and the brightest nonprofits looking to Profit the World.

We worked intimately with Interim Executive Director, Simon Isaacs from the ground up to develop the brand from the core brand positioning and brand manifesto to the visual brand identity, print collateral, website design, and office branding. We crafted an aspirational brand motto, Profit the World that champions the values, purpose, and intent of the organization. Alongside this process, we developed the core brand identity looking to distill all Beespace has to offer into a visual brand language from the logo and typography to the photography direction and icon development. It was essential that the visual identity embodied the progressive spirit, vibrant nature and energetic intentions of the organization.

One of the most exciting pieces of this brand is the Profit the World mural created to live permanently in the space. The mural is a dynamic and abstract expression of the internal ethos, energy, and values of the incubator and is a visual feast to enjoy and inspire over and again.

We are honored to be a part of bringing this incredible brand to life and look forward to continuing to support the organization and it’s incubees as they forge forth to Profit the World.

Blue Hill

Blue Hill brings a taste of their exquisite, award-winning dining experience to your local dairy aisle with the launch of their savory yogurt line, Blue Hill Yogurt. Laureen Barber, co-owner and Design Director of Blue Hill, approached us to work with her to bring this exciting brand to life in the yogurt branding, packaging, print collateral, and website design. It was important to Laureen that the brand felt authentic to the Blue Hill brand and that it had it’s own unique identity that would stand out in a crowded yogurt dairy aisle.

From our first meeting, we were mutually inspired by the aesthetic of a vintage seed packet line for the yogurt brand and packaging. The artisanal quality of the packets meshed with the farm-to-table Blue Hill brand and felt like a natural direction for this product line. We worked with the talented Mary Woodin to craft vegetable illustrations and brushstroke lettering for each flavor. Juxtaposing the warmth of the illustrations and the cool slate struck the right balance of authenticity and refinement at the heart of the Blue Hill brand. We added level of whimsy and depth to the product experience by adding a surprise message underneath the colorful and vibrant lids.

For the product launch, we worked with Laureen and her team to develop a press kit package utilizing wooden boxes filled with samples of each flavor in small weck jars and a stack of cards that told the story of the brand and introduced the flavor profiles: Beet, Carrot, Tomato, and Butternut Squash. We worked with photographer, Ben Alsop to capture images that highlighted the natural beauty of the quality ingredients. The brand storytelling continued on the website where we aimed to take viewers effortlessly through the full experience of the yogurts — from the heritage of the Blue Hill dairy farm to the 100% grass fed quality of the milk to the tasty, savory flavor profiles and how to use the yogurts in everyday recipes.

The B.E.A.T. Center

The B.E.A.T. Center is a community resource hub in Southern New Jersey that provides families and individuals in need with food, education and other resources. Founded by the collective effort of three local organizations: The FoodBank of Monmouth and Ocean Counties, JBJ Soul Kitchen, and People’s Pantry, the B.E.A.T. Center is focused on helping to end the cyclical causes of hunger.

Working closely with The JBJ Soul Foundation, we developed The B.E.A.T. Center’s visual brand identity and website design. The logo, the cornerstone piece of the identity, represents the coming together of food and resources and the circular ring of type around the logo is a visual gesture that speaks to unity (bringing everyone together). The visual identity draws stylistic inspiration from the JBJ Soul Kitchen brand in it’s hand drawn style and core brand color of yellow. We chose a modern, geometric typeface that complements the circular logo mark and intentionally kept the graphic language minimal so as not to create any visual dissonance with the 3 partner brand identities which will all live within and alongside the B.E.A.T. Center’s visual identity.

A Cup of Jo

With over four million unique visitors per month, Joanna Goddard’s blog, A Cup of Jo, has attracted loyal viewers and media attention with her authentic, down-to-earth voice and her fresh curatorial eye. Covering a range of topics including fashion, beauty, design, relationships, motherhood, and travel, A Cup of Jo has garnered accolades from Forbes (“Top 10 Lifestyle Websites for Women”), Babble (“50 Best Design Blogs for Moms”), and Lucky Magazine, which called it “the blog read by the entire fashion and beauty industry.”

Joanna sought a redesign that would make the site more consistent with her personal aesthetic while retaining the warmth and relatability her viewership has come to associate with the blog. Her goal was to be not only a destination for unique and engaging content but an online haven of contemporary calm and beauty as well.

We’re thrilled with the outcome of this redesign and we relished the opportunity to work with such a strong, beloved voice in online content.

119 8th Street, Suite 200 Brooklyn, NY 11215 (718) 768-2191 hello@aptone.com 2014 Apartment One. All rights reserved.