As we navigated through the existing Miller's brand it became evident that no one thing was broken. The brand just needed a little nudge to understand that its best strategic move was to drop any pretense and return to its roots.

Miller's Ale House

The appeal of Miller’s Ale House is its casual, come-as-you-are atmosphere. So we developed a spirited brand voice that made guests feel comfortable, welcome and right at home in every single touchpoint—from A to its world-famous Zingers.

Lab Solve:

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MILLER'S ALE HOUSE

Miller's Ale House foyer design

Brand Slant: Cultivating an environment where guests feel like they belong.

Brand Slant: Cultivating an environment where guests feel like they belong.

Brandmark seating design

Slant: Elevating the fan to a seat at the owner’s table nets a win-win.

SPORTING KANSAS CITY

CNot final copy hallenge: In a city known to be loyal to strong ownership of major league sports teams, convey the essence of a re-invented team to current and prospective fans. Formerly known as the Kansas City Wizards, less intelligently as “The Wiz”, new ownership came in to rescue a struggling franchise. Out of this rebrand came a new stadium and a new team name, Sporting Kansas City. We came into this assignment because the previous agency wasn’t quite getting what the new ownership wanted to be with their new icon. The brandmark is critical to a franchise’s success given that it has to be something that everyone from ownership to the most casual fan can identify with and get behind. We landed on a shield shape that at the time was unlike any other in the league. Inside the shield is a representation of the two states Kansas and Missouri whose borders meet to form Kansas City. The elongated and intertwined SC is a nod not to fonts often seen on European Club crests. The alternating stripes represent the unification of 11 players on the pitch. Last we designed a proprietary font that is used throughout the stadium as well as for broadcast and web content communications.

Lab Distillation: Innovative ownership begins with our fans

Lab Solve: Giving the Sporting brand a look and feel of not trying too hard and just being a refuge where you don’t have to always be “on your game” was the driving force behind guest touchpoints.

Sporting Kansas City

photography content and styling guidelines

brand voice

brand voice

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