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A Division of UnderConsideration

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2009
–
2017

BAKER is, first and foremost, a culture of creative individuals. A place where everyone is invariably the same (a member of the BAKER community), but where everyone is also inherently different (an extraordinarily creative individual). It is a place where we are all part of a larger whole, and yet we are all welcome to be openly creative in our own distinct way. We are all part of the BAKER family and it is our people that make us unique.

Wow. That must be an amazing group of people, and frankly, if they already managed to band together to produce business cards that represent all of their ideas and points of view… well, this project vouches for their togetherness and cooperation.

Combined, we represent a broad range of diverse experiences, and in that we find strength. We are thinkers, doers, starters and finishers and an eclectic mix of old-school wisdom and young, kinetic talent. We know how to play by the rules, but we also know how and when to challenge them appropriately. It is the breadth of our collective knowledge that makes us such a dynamic and engaging force in the field of strategic branding and it is this thinking and experience that sets our brand apart.

With creativity being identified as the heart of our brand we wanted to give our culture of creative individuals the opportunity to express themselves within the BAKER identity and not just the designers. We designed this flexible identity so that we are able to show a wide range of creativity and remain professional and buttoned-up when appropriate.

Our business cards are duplexed to show the different levels of our identity—in hindsight, a thicker stock paper would have been better: the cards are a little light, but luckily the adhesive from the duplexing provided some sturdiness.

The first side, printed with a metallic PMS on black paper, is common to all cards and shows our buttoned-up look. It is all business and classically refined, much like wearing a fine suit to make a solid first impression. This represents the company as a whole. The second side, printed on white paper with 4 color combinations, allows each employee to show their personality and creative side. This is our let-your-hair-down-and-have-a-good-time approach. Each employee created their own B icon to show how they fit into this creative culture.

We were hoping to get our edges painted a color, but because we had a bleed on one side, there may have been overspray.

Carabiner Outdoor Connections Business Card

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Matter Strategic Design 2011 Sketchbook

BAKER Business Card

Production Method

Design

BAKER
Creative Direction: Todd Dalebroux
Design: Lindsey Bennett, Trent Johnson, and Jen Soik
Production: Cindy Oman

Printing

Studio on Fire