In 1999 the brand pioneers an industry, spends 15 years scaling up, lots of financial gain, but little to no attention given to the brand. brand is refreshed in 2014, planting a flag in the ground. the company kicks over the flag and throws it away. the next four years the brand falls into a full-blown identity crisis. experiencing symptoms such as extreme purple fatigue, typographic schizophrenia, stock-photo-handshake-o-philia, and fear-of-not-beingas-cool-as-the-new-cool-kids-so-let’s-add-some-dots-mania.
Monster was ready to get their groove back, and tap back into their self described punk rock roots. "We were the punks who shook up the world. We were made by people for the people. We didn't accept the status quo and brought down institutions that made lives harder. We lost our way once. We won't get lost again."
With only 55 days on the clock we went to work. In lieu of a rebrand, we cleaned up the system and created clarity by infusing purpose into their existing assets while developing a few new elements. Without the timing or budget for substantial identity shifts we introduced popping the "O" in the existing wordmark as a nod to Monster's proficiency in both helping you identify the right candidate, and helping candidates stand out amongst the crowd.
We developed a toolkit that elevated their primary brand assets, providing them with a scalable system that made them feel confident in themselves and work efficiently as they produce roughly 3-400 unique pieces of content a month.