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.
FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.
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UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.
Brand New / Displaying opinions and focusing solely on corporate and brand identity work.
Art of the Menu / Cataloguing the underrated creativity of menus from around the world.
Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.
Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.
Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.
Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.
Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.
The 2010 FPO Awards / 2011, self-published.
The 2010 Brand New Awards / 2011, self-published.
Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.
Events & Judged Competitions
Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.
Brand New Awards / Celebrating the best identity work produced around the world.
FPO Awards / Celebrating the best print work from around the world.
Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.
Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.
The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.