Carter Brand
& Website Refresh
Project Overview Client: Bob Carter Companies
Year: 2016
Originally founded as Bob Carter Companies, Carter is a philanthropy consulting firm that advises and assists arts, conservation, education, and humanitarian organizations. Under the leadership of it's namesake, Bob Carter, the company developed a strong reputation and expanded its reach globally. In 2015 Carter decided to transition leadership of the company to the next generation of consultants. With the change in reach and leadership, the company wanted to revisit their brand strategy and refresh their name, visual identity, and messaging.
I worked with a team of strategists, writers, and a front-end developer to craft the evolution of the company's brand. We conducted research, developed a new name for the company (Carter), designed a new brand identity, and extended that new visual language through the design of print and digital materials. We helped the Carter team through the brand transition and helped launch the new name and logo with a new company website.
Team
Nick Abele, Lead Designer
John Sotirakis, Creative Director
Barbara Gordon & AmyJo Brown, Writers
Matt Schnauber, Web Development
Work completed at ThoughtForm
We revised the design of the website to coincide with the launch of Carter's new visual identity. With Carter's increasingly global business, we knew the website would likely be the most important and highly visible application of the brand. The design addresses the following priorities:
Responsive Design
We made sure to consider how the website would work on mobile and tablet screens, anticipating users accessing the site from a variety of devices.
Introduce Carter's experts
Carter is a collection of philanthropy experts with decades of experience. We felt it was important to highlight the personalities and experience that Carter brings to each project.
Show the impact of Carter's work
Many of Carter's "philanthropy consulting" services are strategic, abstract, and hard to show visually. Therefore it was important for us to show the great things that happen as a result of Carter's work. We accomplished this by creating written "project stories/testimonials" from a variety of Carter's clients and selecting photos that show the impact of the types of organizations Carter works with.