Fifth Avenue Brands
Client
Fifth Avenue Brands
Services
Logo Design
Advertising
Year
2020
Synopsis
Create a new logo for optimal and continuous brand recognition.
Meet the Client
Richard Lorenzen
CEO | Fifth Avenue Brands
Richard Lorenzen is an American entrepreneur, investor and speaker. As the founder and CEO of Fifth Avenue Brands, Richard is regularly cited as one of the most influential millennial entrepreneurs in the United States.
Born in New York as the son of a journalist and an FDNY firefighter, Richard developed an interest in entrepreneurship at the age of 15 and founded what would become Fifth Avenue Brands out of his parents’ home. Inc. Magazine called him one of the most inspirational entrepreneurs to watch.
Richard has been featured by CNBC, Forbes, Fox News, Business Insider, AdWeek, PRWeek, Inc. Magazine, Mashable and more.
He speaks frequently on entrepreneurship and policy, including at the United Nations, TEDx, NASDAQ, and universities and corporate conferences in the US, Europe and Asia.
WEBSITE | FACEBOOK | INSTAGRAM | TWITTER
About Fifth Avenue Brands
"Fifth Avenue Brands is a New York-based public relations firm providing media relations, strategic planning and crisis communications to organizations in technology, finance and policy. For more than a decade, our clients have trusted us to communicate on their behalf when it matters most.
The firm was founded in 2008 by our CEO, Richard Lorenzen, while he was still a teenage student. In the twelve years since, we have had the pleasure of serving more than 100 clients ranging from startups to Fortune 500s and global public figures. Our work has been cited worldwide by organizations and press outlets such as CNBC, Forbes, The United Nations, TEDx, Fox News, PRWeek, AdWeek, Inc. Magazine and more."
- Fifth Avenue Brands
Service Scope
Branding
Advertising
Project Timeline
Branding | 1 Week
Advertising | 1 Week
Branding
Problem Statement
Fifth Avenue Brands at the time of this project were looking to further portray their values to themselves, their clients, and the world in a new light via a new logo. How can we continue to honor Fifth Avenue Brands values of strength and authority, while also not being inconsistent with values like diplomacy and partnership.
Objective
Construct a new logo to further grow Fifth Avenue Brands core mission and values within a developing landscape of the digital world.
Breakdown of the Problem
Brand discovery to gather as much information about Fifth Avenue Brands to put myself at the heart of the company to get the context of the value they provide to clients and the feeling of reward they receive when practicing.
- Context gathering is at the essence of establishing the grounding elements of anything; an idea, a subject, or a living thing. In order to be successful on this project I needed to be aware of Fifth Avenue Brands inner world through brand discovery.
Continuous iteration around a team built finalized creative direction that gave life to concepts via sketches in order to focus on the desired outcome.
- Gaining clarity on a creative direction gave me the freedom to explore many logotypes and I went from sketches to mockups, then to the final product.
Creating an initial creative direction based on findings in the brand discovery to allow for the room to ideate with the client in a non-definitive way.
- Through the brand discovery, it allowed me to see what Fifth Avenue Brands is all about, what differentiates them, and to form a creative direction to begin the creation process of the new logo.
Take a look at the brand discovery and initial creative direction.
Fifth Avenue Brands Core Values
- Service – to others above our own gain
- Integrity – to do the right thing even under challenging circumstances
- Leadership – to ourselves, our team, our clients and our community
- Personal Growth – Striving to adhere to our values continuously each day
Commitment to Community
- Empowering Education
- Supporting Entrepreneurship
- Access to Opportunity for those affected by poverty
Tactic/Strategic Vertical Offerings
- Strategic Planning
- Content Marketing
- Influencer Marketing
- Crisis Management
Overall Synopsis:
Fifth Avenue Brands is a modern leader in positioning elite fortune 500 companies in any need of time during a business life cycle. Specialized in empowering companies through modern-day channels of media, whilst operating efficiently on the strategy and creative side to serve a company and the company's selected markets. A true “eco-system”, of providing businesses with ways to be a connector, a voice, and a circuit of flow. This system helps move people and businesses forward in the right direction.
The differentiator Fifth Avenue Brands has in regard to its competitors, but more specifically to help their clients, is the disposal of the “streets”. A decade of cultivated relationships with thousands of news outlets and industry journals in television, digital, print, podcasts and radio.
The identity and design question: What promotes/signifies this “flow” or never-ending journey of movement? In correlation to accelerating business functions.
Below was the initial creative direction based off brand discovery.
A Road Sign (Street Name): A road sign in my distinctive “objective” opinion means being the immediate “on the grounds/streets” association to allow people to understand where they are in a city, or geographical location in an area. The metaphor I would make on how this ties in with Fifth Avenue Brands is first of all, Fifth Avenue is a real street and indicatively suggests a means of direction and a pathway to knowing where you are. Though most importantly, the sign can tell you where to go and that is forward.
Here, client provided feedback on direction and we agreed on the overall synopsis, but looked to a symbol as the way we would embed the desired outcome.
Here, client circled their liked icons I sketched.
Below are the five concepts that I digitized to explore and share further.
Concept One:
Concept Two:
Concept Three:
Concept Four:
Concept Five:
Here, I introduced some environmental samples using two of the designs I felt were intriguing.
Client became sold on concept one. Below was the finalized logo and colour palette.
Next would be packaging up the logo in all file types and sizes for use on all media. See below how the icon works by itself and see different colours of main logo side by side.
The Outcome
Working alongside Richard and his team at Fifth Avenue Brands on this project was a lot of fun. The process was smooth, research was able to be done with input and ideas coming from both sides of the table. Together, the client and I were able to achieve a logo that will be able to live on for years to come. Not only that, the logo for years to come will be able to be a symbol for Fifth Avenue Brands core values and mission.
As a final note on this project, see how this logo has been carried away and utilized outside of my initial canvas for the world to see.
Credit: Shortlist.io
Credit: Fifth Avenue Brands