Each of Us is an art, design, and research practice specializing in brand creation and brand evolution. We view every project as an opportunity to learn about ourselves and the world around us.
Project Index
Freethink
Brand Identity, Art Direction, Web Design, Motion
Freethink
is a digital media company that produces and distributes content focused on stories of innovation, progress, and social impact. The platform showcases individuals, organizations, and initiatives that are working towards positive change in areas such as technology, science, health, education, and social justice. Freethink produces videos, articles, and documentaries that highlight innovative solutions to various challenges facing society.
Each of Us partnered closely with members of Freethink to strategize, design, and implement a new brand identity that reflected the company's aim to inspire and inform its audience, fostering a sense of optimism and possibility about the future.
It was intended to capture a sense of wonder, imagination, and inquisitiveness in the graphic system.
We wanted the brand identity to reflect the innate and unique human phenomenon of sketching.
We looked at historical references of both individuals and cultures from Walt Disney to Buckminster Fuller, from Charles Darwin to the Babylonians, discovering the nuanced ways people simply and subconsciously jot down their thinkings.
These subtle yet common ways of annotating thoughts and observations became the inspiration for the brand identity - something we called the Multi-Media Notebook.
The Freethink logo is meant to be both subtly and daringly bold. It is designed to share details of a mono and grotesque typeface, similar to the typography used in the brand system which allows for a visibly balanced pairing.
The added asterisk notation is intentionally placed at the the top right of the logo to reflect the act of notating an important and new idea.
The logo and symbol are designed to be one of the same, allowing the logo to collapse into the symbol effortlessly.
The result is a responsive and functional logo system that works seamlessly as either black or white at any size on any device.
The brand identity strikes a balance of complexity and simplicity. The identity is designed to reflect and utilize conventional ways of writing and sketching annotations which serve as helpful details through branded assets.
With the use of graphite-like drawings, a pink highlighter and the default standard html blue, the result is a brand world that appears both constantly active and incredibly accessible referencing both the physical and digital world.
The color and typography system is meant to be incredibly diverse and open. The three typefaces Archivo (by Google Fonts), Happy Times (by Velvetyne), and JetBrains Mono (by Philipp Nurullin) are used because of their unique idiosyncrasies and that they are each open source.
Black and white are foundational to the brand, while Highlighter Pink and HTML Blue become the optimal brand colors that provide depth and energy. A more extensive color palette of similar bright colors are used to help differentiate stories and enhance original artwork.
In collaboration with:
Website, Ana Kova
Motion Assistant, James Heredia
Big Think
Brand Identity, Motion
Big Think
is a multimedia digital platform that publishes and curates content related to topics such as science, technology, philosophy, psychology, politics, and culture. It features interviews, articles, and videos with experts, thought leaders, and innovators from various fields. The platform aims to promote knowledge-sharing and critical thinking by providing accessible, engaging, and thought-provoking content to its audience.
Founded in 2017, Big Think was eventually acquired by Freethink in 2019. Being sure to create a seamless transition into the world of Freethink, Big Think needed to still stand out and function as a separate entity. Each of Us helped create a brand system that enables differentiation between the two brands while ensuring they emanate a cohesive presence both graphically and spiritually.
Leveraging Big Think's name and unique platform, our approach to the brand identity was inspired by the reflexive style of documentary filmmaking made famously by Errol Morris.
A result that is intentionally simple yet engaging, the graphic system is intended to reflect the brand's deliberate focus on life's biggest questions by zooming in on each of their big answers.
The logo and symbol are designed to be nestled inside each other to provide a seamless graphic identity and motion system.
The grid is based on the common aspect ratio of 16:9 used in contemporay film and video.
The motion behaves as an intentional zoom, literally jumping in and out of frame and snapping to the grid.
The interview is the most common form of content created by Big Think. We designed a unified approach we named the Big Frame. This allows for a unique and easy to use perspective on art direction.
By simply using a narrow roll of seamless paper and positioning the camera far enough so the edge of the seamless is visible, the natural environment becomes the Big Frame surrounding the subject who is placed in the center.
The typography approach is designed to reflect the diverse voices and perspectives found on the Big Think platform, while also providing a sense of impact and clarity.
Deploying the use of Reckless Neue (by Displaay Type Foundry), Libre Baskerville Italic and Arimo (by Google Fonts) the family of typography helps show a sense of breathe, sophistication, and structural boldness.
In Case of Adventure
Brand Identity, Art Direction, Motion
The electric vehicle company
Rivian
partnered with Greg Jackson, a New York-based designer specializing in technical sportswear and performance clothing, to create an apparel collection named In Case Of Adventure. The inspiration for the collection draws from the utility and functionality of the Rivian R1 vehicles. The Dashed Line became a graphic treatment that Each of Us used as a nod to both the road and the stitching of garments. The result is a graphic system that becomes a repeatable model moving forward for other capable collections to allow customers to be ready for whatever may come their way. The short film can be seen on Rivian's
YouTube
channel, and the collection can be bought on Rivian's
Gear Shop
.
We wanted to create a visual metaphor between the stitching used to create the capsule pieces and the dashed medians commonly used on roadways that help guide and connect people around the world.
Sohne (by Klim Type Foundry) functions as the system font for Rivian. For the In Case of Adventure logo, the Mono of the Sohne family is used. Sohne Mono both shares the same qualities and functions of stitching which lends itself nicely to the graphic system.
Separating the collection title from the Rivian Compass logo is intended to reflect the journey from one place to the next, continuing the visual metephore of stitching used in the graphic system.
The graphic system lends itself to a variety of ways it could be treated as transitions. The stitch is a helpful tool in the editing room when putting together the story of the collection.
It was key to capture a variety of perspectives of the collection that could easily translate from film and video to social media.
In collaboration with:
Co-Director, Hannah Welever
Producer, Ben Ouellette
Editor and Colorist, Clinton Hollister
Apparel Consulting, Ben Ferencz
Brand Director, Larry Parker
FarOut Guides
Naming, Brand Identity, Motion
Formally named Guthook Guides, the founder’s given trail name,
FarOut
is the go-to thru-hiker app. As its popularity and size grew, the business required a new brand capable of reaching beyond hikers, extending the same outdoor access to bikers, paddlers, and van-lifers alike. Through collaboration with Brand Strategist Corey Lewis, Each of Us participated in the process of renaming, concepting, and designing a brand visual identity that mirrors their distinctive and diverse outdoor community.
Inspired by the large and diverse community of thru-hikers already on their platform, it was important to come up with a name that reflected the unconventional spirit of its users and to create a visual identity that mirrored the energy of thru-hiking.
Pulling from common vernacular used on trails and in the wild, the result was a balance of familiarity and a considerable departure from the traditional.
The FarOut symbol is an arrow that is intentionally pointing towards a direction unconventional to the common person. When static, it subtly resembles the letter 'F'. In motion, it is meant to be a playful and helpful icon that can take on many behaviors and personalities.
The outline that makes up the symbol is intended to appear soft and friendly. It is meant to behave like a far outward reaching hug.
The wordmark imitates the movement of a trail. The 'F' and the 'T' of the wordmark are the same character but reversed and upside down from each other to represent the beginning and end of a path.
The geometric and round qualities of the letterforms provide an approachability that pairs well with the symbol and the brand typeface Overpass (by Google Fonts).
We made minor adjustments to the wide set of icons already being used on the platform to better reflect the new brand identity.
We also developed a method to use their icons as illustrations.
By enlarging the icons, applying a rounded outline to each one, and pulling from the colors already used in the app, we provided a system that is easy to practice and repeat for any novice wanting to create a design. We also developed a wider range of colors that were essentially lighter and darker varients of what is already used in the app which allow for helpful color pairings. Ultimately we extended the possibilities of the brand identity by only taking what was already there and providing them new perspective and new tools for anyone to use.
These brand pieces are placed on a grid that was inspired by trail blazing, a common practice of marking paths in the outdoors. Just as the coded system of markings often found on trees provide direction for travelers passing through, they provide guidance for how the brand comes to life on any type of application.
In collaboration with:
Brand Strategy, Corey Beneduce
Albedo
Title Design
Albedo is a film written and directed by Sean Dahlberg and Carol Hu. The film's synopsis revolves around a delicate and unexpected tension between an introverted teen and their unruly classmate. This tension gives rise to youthful inquiries and contemplations on desire and the nuances within relationships. A logotype and typographic identity were crafted by Each of Us for the film.
We connected with the directors on our strong interests in art films like Vivra Sa Vie by Jean-Luc Godard. Godard's often experimental use of classic typography became inspiration for the title design of the film.
We chose an archetypal typeface like Century Bold Condensed originally design by Morris Fuller Benton because of it's versatility and romantic qualities.
We paired the Century Bold Condensed with the geometric sans-serif Futura. The dramatic juxtopsition of size and placement of the two different typefaces balance nicely on top of the artful cinematography in the film.
In collaboration with:
Film Directors, Carol Hu and Sean Dahlberg
Cadence
Brand Identity, Motion
Driven by clinical expertise and enabled by technology,
Cadence
provides a means to remote patient medical care for those with little to no access. Partnering closely with their founder Chris Altchek, Each of Us helped define a visual identity that could reflect the seamlessness of their technology, the energy of their name, and the mindfulness of their business efforts. The result is an intentionally easy to use and approachable brand identity that can take on many forms.
It was important to create an identity that could function on both digital and physical touchpoints.
Our approach was to capture an appearance of transition and connection. Whatever shapes or colors we chose, they should appear soft and friendly like the care provided through Cadance's platform.
The Cadence symbol is an abstract mark that takes on a variety of meanings. It resembles the concept of time passing, a signal of communcation being made, as well as a helpful hand reaching out.
Pairing the symbol with a wordmark in all caps helps balance the gentleness of the symbol with the bold of the wordmark. Softening the corners of the letterforms in the wordmark unifies the set when placed together.
The photography and typography for Cadence plays an important role in both conveying a sense of warmth and trust. The photography is meant to capture individuals in an authentic way within an environment natural to them.
The typography used for Cadence is Source Serif (by Google Fonts). Source Serif is a highly legible typeface, and was chosen to reflect a voice that is both gentle and confident.
The graphic system takes on the formal qualities of the symbol and serves as a direct extension of the brand identity. The use of round corners and simple geometry allow for creating helpful graphics when needed.
In collaboration with:
Project Manager, Willem Van Lanker
Website, Human NYC
Cadence, Chris Altchek
Client Manager, Caitlyn Carpanzano
About
Each of Us is a team of designers, strategists, and artists. We help create, launch, and elevate brands, by using design as a tool to help engage with the world.
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