– Rebranding an ad agency
Wongdoody is a Seattle and LA-based advertising agency that is nationally recognized for the energetic approach they bring to everything they do. The agency was founded in 1993 by Tracy Wong and Pat Doody and the original identity was based on the Chinese and Irish heritage of the founders.
We created the new identity based on the trademark of enthusiasm. The trademark of enthusiasm is the combination of positive energy and crazy work ethic that go into every project that Wongdoody undertakes and is also the stamp of approval everything must receive before it goes out the door. We started with the neon green color palette and the logo mark. We then let the energy spread to a custom typeface, all the stationary, a bespoke new hire kit that included a fanny pack and self-guided mobile tour of both offices, a new website, new custom furniture and even a neon sign that flips you off and then gives you a thumbs up.
With a name like Wongdoody, you tend to get people mangling your name and we wanted to pay homage to all the name calling that happened over the years, so we used those names and created a pattern that's included in the stationary.
My roles in the project were:
Logo design, color palette, custom type, neon signage, presentation design, business cards, letterhead, envelopes, website design, mobile audio tour, new hire kit, custom furniture, postcards and illustration.
I had the pleasure of working on this project with Ramon Vasquez.
New Hire Kit
The WONGFANNY is the Wongdoody new hire kit. The kit contains everything a person would need on their first big day. Contents include: Mad lib style postcards to send to loved ones, a personalized Intradoodynet wallet card, temporary tattoos with the Wongdoody core values, a bottle of lube, and last but not least, a TourofDoody reminder to start them on a self guided audio tour around their new location.
One of my favorite parts of the rebrand was designing and building new office furniture with my brothers. We built pieces for the main conference room and lobby area of the Seattle office. All the furniture was built using apple plywood and neon green powder coated hardware.
The first piece we designed and built was a modular shelving unit that can be rearranged to showcase the many awards Wongdoody has earned over the years. The horizontal shelves were built in two different lengths and can be reorganized in many different patterns to accommodate the ever-growing collection.
The second piece we designed and built is a large conference table that is comprised of six smaller tables. The tables are lightweight and can be broken apart so that the room can be set up in different configurations. The end tables also have large "X" inlays that crossed between the tables. This allowed for a piece to be dropped into the inlay when the tables are assembled and lock the tables together.
The final piece we designed and built was a bench for the office lobby. The bench was two layers of one-inch apple plywood layered together with a custom bent metal divider inlaid into the middle.