Italian clothing company, Benetton, has withdrawn a publicity shot of the pope kissing a Muslim religious leader following a Vatican backlash. The photos were part of an UNHATE campaign that Benetton was promoting in their usual controversial advertising style.

The Vatican and the White House have both condemned an advertising campaign by Benetton showing world leaders kissing each other. It has been announced that the Holy Church will take legal action against the clothing company.

Bennetton has had a reputation in past for it’s controversial campaigns. They have hit on isues from HIV to race. Will a picture of the Pope kissing Ahmed el-Tayeb, Sheikh of the al-Azhar mosque, encourage fashion savvy shoppers to ditch Uniqlo and buy their brightly coloured jumpers from Benetton instead? Probably not. But it does remind the public that the Italian brand has quite a history of provocative campaigns. See More

Clear pH set about creating a modern, bright logo that reflected the OPP business, but also worked to share a story of solutions and success. Conveying cutting edge insurance solutions was an important piece of the project, and so our logo design conveys those elements.

Our creative team always strives to replicate the environment and feel you would get if you were actually in the store or at a restaurant / business. This concept is part of the UX (user experience) branding process. Lafayette & Rushford has an “Anthropology” style, so we created textures like the torn paper menu. To drive home the point,  throughout the site we also used vector touches such as the bird and feathers to carry over their signature story and culture.

The next challenge was to build the site on a platform that the client can maintain. “It’s disappointing to create a beautiful CMS site that the client then damages with poor photography and graphics,” says Creative Director on the project, Richard Hughes. “So, we took the time to visit with the client, taught them what equipment to use, did tutorials in photoshop on site and assisted in some basic photography tips, all to help protect the overall look of the site.”

The result has been excellent. The client is happy and has an amazing shopping cart system built in WordPress that is very user friendly. They are able to update and maintain the site themselves which saves them time and money.

Clear pH is happy the shopping cart creation stayed on brand, plus we have another custom site that is out of this world!

Based on the logo, Clear pH designed a custom pocket folder with die cut holes that showed through on the other side.

The cover of the pocket folder, and 40 page booklet, were both printed on the iridescent pearl Esse paper.

Images were purchased through Veer and other licensed photography vendors. This helped to create a high-end look that the client needs to portray in quality to the end user investors.

Branding was accented throughout the book with perfect precision and color coded sections, allowing the reader easy navigation of the different offerings.

This ADDY award winning brand package included incredible double sided stationary that, when held up to the light, revealed the logo as a watermark.

The business cards were created as a die cut gate fold. They were hand glued to reveal a slither of the color code system seen throughout all collateral pieces.

The Pinnacle web site was the icing on the cake. From a production standpoint, it was easier to establish the look and feel of the brand through the print pieces first. After the foundation was completed with print collateral,  we proceeded with the custom web site that has far more moving parts. Clear pH utilized videos throughout the site which fed from YouTube and helped immensely to drive SEO.

Overall, this project is an example of an outstanding corporate brand roll out. The client spared no expense to create the perfect brand package!

Clear pH utilized Troy Plota’s photography to bring the recording studio to life. The goal was to avoid using Adobe Flash as the application because of its limitations on mobile devices (essential for this tech savy group). We also aimed to create movement and maintain the high end ritzy look and feel. We chose to use state of the art “wide background format” which takes advantage of the incredible pictures. This gives the user the ability to go full screen whether you’re using a 15″ monitor, ipad or a 30″ screen. The backgrounds expand and contract accordingly.

In typical Clear pH style, we also made good use of the “sticky footer” that runs across the bottom of the user’s screen. We loaded it up with all the studio’s social media icons and placed the search bar in that area which is permanently available.

Overall, the outcome was spectacular with yet another very happy client! Another ADDY Award. Take a look around, if you have never seen a recording facility this will blow your mind!!

Marcedes understood the need to establish himself as a brand. Knowing that the NFL, in his words, stands for “not for long.” The need for players to create a strong identity, particularly in football where helmets are worn, is crucial! Pro Athlete Branding gives a player all the tools during their career for sponsorship and PR opportunities, but for Clear pH we feel a deeper purpose to ready the client for their “after life” outside of their career. Not only did we create his own personal brand we also created all materials for his foundation (www.marcedeslewisfoundation.org).

There is a signature building on the landscape of the Tampa skyline – the “Sykes” building. The idea all started from there with its round shape (once used during the superbowl to project images onto). “Sitting in traffic on the way back to the office it just looked like a wine chiller,” said Richard Hughes, Creative Director. Illustrator, Kaeli Ellis took that brief and sculpted an amazing illustration mixed with knives as fish, forks, salt and pepper shakers mixed in with signature buildings along the landscape.

The outcome and response was amazing as street signs in the downtown area were errected and billboards went up on major highways.