The Starr Conspiracy, a full-service digital agency, has always been known for pushing the boundaries of marketing communications in the conservative business-to-business space. The look needed to communicate a sense of mystery, intrigue and exclusiveness.
The logomark references mysterious organizations like The Skull and Bones Society and the Illuminati, and it may or may not have a hidden message if you look hard enough.
I led the partners through several brand exercises to determine the brand personality and tone.
The moodboard drives home the idea of privileged information with redacted text, surveillance footage and small bursts of red and orange. The tone is serious with viewers feeling like they have top-secret information that can’t be shared with anyone.
From shirts and signet rings to portfolio cases with handcuffs, the examples show how the brand could be applied in practical and unexpected ways.
The guide covered everything from logo usage to paper stock for consistent implementation across all channels and senses.
The stationery system featured interchangeable elements to the letterhead, envelope and business card. A common label was created with the general company contact info that could be wrapped around the card or the business envelope. Each employee was given an agent number and code name, and they were provided with a rubber stamp with their contact information to keep each card unique. This also kept cost low since we could print a large run of the card and labels. It required some hand assembly, but the effect was inline with the brand and eye-catching.
Content inventories, wire frames and style tiles were explored for the new site.
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