TOMS Roasting Co.

TOMS Roasting Co.

With every bag of coffee you purchase, TOMS will provide one week of safe water for a person in need. Through a partnership with Water for People, TOMS is able to make sure they are giving back to the same communities providing the beans, helping to stimulate economic development as well.

But wait, TOMS makes coffee? We knew that would be the first question on every customer’s lips, so we addressed this right on the packaging. By designing a coffee bag that incorporates bold and provocative messaging, we re-assure coffee drinkers that if a scrappy start-up could do it once with shoes, it could do it again with some damn good coffee. This messaging was carried out through new TOMS Cafe retail stores, an informative website, graphic labeling system, t-shirts, video spots, and more.

An icon system inspired by the landmarks, cultures and patterns of each region was carried throughout the project - appearing on patches, shirts, labels, and other marketing materials.

A clean, crisp web portal was designed utilizing those same icons, allowing viewers to easily choose between learning more about the beans, or the ways in which TOMS gives back through each new product. 

TOMS Roasting Cafes can now be found in  Los Angeles, Austin, New York, & Chicago. They are a public commitment to community participation - serving as a space for education, volunteering and making friends - as well as a retail outlet for TOMS coffee & products. 

Giving is at the core of every  TOMS product. For the coffee launch, the film crew traveled to Rwanda to help explain the give by weaving together the stories of those involved: a coffee farmer, a young boy, and the founder of TOMS.

Project Tasks: Brand Identity, Packaging, Environment, Website

Made at TOMS

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Squarespace + Leon Bridges

Squarespace + Leon Bridges

In a unique collaboration between Preacher, Squarespace and Leon Bridges, we worked with renowned photographer Danny Clinch to chronicle this musician's incredible rise to fame. We didn't have to try all that hard to show Leon’s humble approach to his newfound musical career. With Danny behind the lens, we captured all the soulful moments that make the man, and now get to share Leon's story through film and a beautiful site co-developed with the talented team over at Squarespace.

Pushing boundaries within the platform, and using this project to test new features for the mass market, we helped developed Leon's site from the ground up. Inspired by the use of white space found in liner notes of traditional vinyl records, our minimal page layout takes advantage of the beautiful platform provided by Squarespace. Holding a line between old and new, Leon's site is a testament to a man who is excited about where he's going, and thankful for where he's been.

Effortlessly cool and confident, we took cues from Leon's personality to create simple layouts with large type and minimal color.

"I want people to see an honesty within me. I'm not trying to be the next Sam Cooke or Otis Redding."

- Leon Bridges

Project Tasks: Art Direction, Website

Made at Preacher with Taryn Kealani and Daniel Seong

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Parks Project

Parks Project

Our National Park system is losing money every day. This means fewer open trails and fewer rangers to teach the young. Parks Project was established as a way to re-inspire the public, encourage volunteerism, and give back to these natural wonders. Through sales of their apparel and accessories, funds are given to specific needs in parks all over the country. From bear boxes in Denali to erosion control in the Santa Monica Mountains, this team is fighting the good fight for mother nature.

Taking inspiration from trail signage and vintage park ledgers, we helped the fine folks at Parks Project craft a brand rooted in tradition, yet well-paced for today's aesthetic. We were responsible for all branding and collateral work: logo development, hangtags, website, catalog, patches, apparel design - and we're continually working to keep the brand moving forward through new products, graphics and initiatives.

"There is a love of wild nature in everybody, an ancient mother-love ever showing itself whether recognized or no, and however covered by cares and duties."

- John Muir

Extending their relationships with customers (and Mother Earth) even further, the team at Parks Projects hosts volunteer days at parks all across the country - encouraging people to get their hands dirty for a worthy cause. 

We also had the pleasure of working with our friend and videographer, Ryan Maxey, as he spent some quality time with our National Parks, making new friends and capturing footage along the way.

Project Tasks: Brand Identity, Art Direction, Packaging, Apparel, Website

© HOMESTEAD

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Live at 9:30

Live at 9:30

The 9:30 Club in Washington, DC is often heralded as one of the greatest American rock-n-roll venues still in existence. Founded in 1980, everyone from the Bad Brains to Bob Dylan have graced the stage, and we were honored to help add another chapter to the legacy of this long-standing musical establishment. Live at 9:30 is modern-day music variety show that is filmed on location and airs on PBS. Billed as giving viewers the best seat in the house, the club installed over 20 cameras around the venue - even on the necks of guitars - all piped into television sets around the country.

While at Preacher, we developed the Live at 9:30 identity to be used across the show's opening, site and merchandise. Most significantly, we designed and launched its online home, liveat930.com. As music lovers ourselves, we wanted to reference the rich history of concert posters made for this venue over the years, and let that inspiration shape the website. By bringing posters to life online, we could weave in and out of the print to reveal episode information, watch videos, learn about band lineups, and more. Squarespace provided the technology and sponsorship support - leveraging their platform as the ideal place to present creative content and bend the rules toward the unexpected. 

Working with developers at Squarespace, we created a coded template of different shapes and colors, allowing content from each episode to be seamlessly loaded onto the site…and essentially bringing gig posters to life in the digital space.

Each episode features multiple musical acts, as well as thoughtful interviews, comedic skits and more. A robust system of menus and visual cues help lead the viewer to the content they want to watch.

Made at Preacher with Taryn Kealani

Project Tasks: Brand Identity, Art Direction, Website

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TOMS Marketplace

TOMS Marketplace

When TOMS started, they did something no one else was doing: giving away a pair of shoes for every pair they sold. A few years later, this extended into giving sight-saving operations for every pair of sunglasses sold. The arrival of TOMS Marketplace took the pattern a step further: they turned over part of their site, stores and marketing budget to companies that could technically be considered their competition. All for the idea that "this is bigger than us".

And so the TOMS Marketplace was born. A website with over 250 products by 37 altruistic brands, customers were able to shop in entirely new ways: sorting by the cause or region they want to support. Through this platform, TOMS willingly sacrificed sales of their own goods to promote the good that other brands are doing. With the belief that business can be used to improve lives, TOMS leveraged their fan base to expose its Marketplace brands to a larger audience.    

Working with Australian illustrator Alice Carroll, we created over 50 approachable portraits of Marketplace brand founders for use in their web bios and print advertising.

Wild postings, billboards and magazine ads were purchased for the first time in TOMS history - and TOMS gave the space away to other brands.

Studio photography was a chance to showcase the breadth of product now housed under one roof, all contributing to a greater good. We also wanted to highlight the craftsmanship of each brand's unique  products.

Pop-up shops were held in various TOMS locations, as well as at other events, venues and concerts. These experiences allowed the Marketplace to take on physical spaces and reach new audiences. 

Project Tasks: Art Direction, Website, Photo Production, Advertising

Made at TOMS

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