Baxter Building Corp
We've worked with the Baxter team, a leading construction company & developer here in the Hudson Valley, for many years. We've been with them long enough to collaborate on 2 full rebrands and a large amount of growth. The first was to simplify and modernize the original identity. But a few years later, Baxter called back and gave us the greenlight to take it even further design-wise, but also deep-dive company strategy and positioning, creating an awareness campaign around just how much this heavy-hitting team is capable of. From design to development, property management, massive construction capabilities and an expert team behind the scenes of it all, Baxter is quite literally an unstoppable force. We’re so proud to have helped them own that energy through simple, flexible, can’t-miss-it copy and branding.
IDENTITY SYSTEM
In the most recent iteration to the Baxter identity system, we went simple and STRONG! We created a custom-stenciled logotype for their primary mark, and a stenciled "B" icon that is virtually unmistakable and forever memorable. The hard contrast of black & white with a pop of "Baxter Red" creates a sleek and sophisticated look that brings the personality and character of Baxter into the light for all to marvel at. Beautiful minimalistic iconography pairs well with this well-rounded visual identity system.
PRIMARY COLORS
The primary Baxter palette consists of two colors. 100% Black and 100% White. These 2 colors can be used interchangably, in reverse of each other.
SECONDARY COLORS
Baxter Red, as well as Baxter Light Gray (just shy of pure white), should be used as accents only.
ADDITIONAL LOGOS + BADGES
Our identity created a truly solid foundation to Baxter's brand, which then allowed us to have some major fun! We had the opportunity to create countless secondary marks used for number of applications, from apparel to digital to printed items to swag and everything in between. We even helped create Baxter's sub-brand known as "The Baxstars," a community-driven philanthropic effort related to team sporting events.
BRANDING AT THE HQ
Much of the identity work and secondary marks were used around the new Baxter HQ, where the walls are filled with Baxter's stenciled type and other lockups and taglines.
CORPORATE ID ELEMENTS
A good portion of the visual branding deliverables were various corporate ID elements, including business cards, letterheads + envelopes, printed pieces, apparel, and other touchpoints.
THE BOX
One of the most memorable custom projects with Baxter to date is their promotional marketing box... known simply as "The Box." Our team took part in designing the graphic as well as structural packaging design for the entire piece. This includes a sliding "drawer-style" box printed in a matte finish exterior with a hit of UV spot gloss on a large "B" icon. The drawer has a different word on each wall representing all 4 aspects of Baxter's business (construction, development, property management, and community efforts). Lastly, we created soft-touch printed pieces that were custom-fit to the molding of the inside of the box, along with a variety of branded promotional items.
