Lots of people like going to events. But at Ethic, we like it so much that we pack up our Big Serious Cameras and grab the best seats in the house to capture their essence forever. Here are a few shots from the Atlanta Dream, College Park Skyhawks, Spin the District, USBA Youth Basketball (during COVID) and Border Wars Gravel Adventure.
©2022 Ethic Inc. All rights reserved
Having worked with several Convention & Visitors Bureaus through the years, Ethic knows there’s nothing more important than photography. From highlighting a city’s assets to creating killer advertising, Ethic is on the scene, snapping the shots we need to bring a community to life. If we can’t shoot it ourselves, we work with fantastic partners to ensure we get what we need every time. Here are few of our favorite architecture shots.
©2022 Ethic Inc. All rights reserved
Spin the District, a local cycling event series that showcases multiple styles of cycling, has traditionally used the same design aesthetic across all four events, our main priority being to brand them as a single series. But for 2022, Ethic decided it was time to break free a bit and highlight each event’s individual personality.
Some things were non-negotiable. Each event had already committed to a dominant brand color, with the main Spin brand being predominantly navy. Color blocks have always been a major player in the Spin look, so it made sense to keep those, and the fonts are the fonts. So, with those details in mind, we created new custom illustrations with four distinct vibes to capture the feeling of each of these very different events.
The Hapeville Crit and College Park Crit are, naturally, the events that have the most in common. Their posters have a few extra shared elements, with both using their brand color as a solid backdrop behind a dynamic cycling illustration. Hapeville, however, gets a smooth-yet-caffeinated vector aesthetic, while College Park sees more of a hand-cut lino feel.
Meanwhile, the East Point Omni is an evening velodrome event with a disco theme. Because it’s all in one place and has the unique feeling of being temporarily separated from the real world, its cheeky poster lets the disco ball do double duty as a UFO.
Last but not least, the Union City Fondo is multiple events unto itself, with gravel rides and road rides occurring side-by-side. Its grittier, messier and somewhat more primitive illustrations are evocative of the day itself.
These poster illustrations were the starting point. From there, each new aesthetic was brought over to spinthedistrict.com, as well as being incorporated into all event-specific marketing materials and messaging.
Main Brand Colors
Montez Renault already had a logo when they came to us, but the rest of their brand was all over the place. Ethic took the reins to help develop the overall brand for their full line of high-end men’s grooming products, which ranged from a 3-in-1 performance wash to an ultra cleansing facial scrub.
Complementary Colors
Social Media Introduction
Over the years, Ethic has lived, breathed, and sweated all things Spin the District. So when you see us rolling up our sleeves at each cycling event to shoot as much video and as many great still shots as we can, you’re probably not too surprised. (Maybe you don’t even notice. You’re probably preoccupied with striking a pose in our super fun event photo booths, like the giant pocket and the disco bike!)
Below are just a few samples of some of our personal favorites. If you’d like to see the whole kit and caboodle, you can check our full gallery here.
©2022 Ethic Inc. All rights reserved
Across the street (okay, interstate highway) from Hartsfield-Jackson Atlanta International Airport is the Gateway Center, home to the Georgia International Convention Center and Gateway Center Arena. The buildings are separate, but functionally they’re under the same umbrella, along with CulinAero, the official caterer for both.
CulinAero by Proof of the Pudding handles all event catering at the GICC and Arena, as well as concessions for Arena visitors.
When it came to uniting each of these three brands, Ethic designed a near-seamless web experience. One site’s navigation flows into the next, with standardized layouts presented in each brand’s individual colors. A few carefully customized elements work to make each site feel unique while keeping them all closely connected. Ethic built the sites on the WordPress platform, making it easy for the CulinAero team to keep their menus and photos up to date.
Across the street (okay, interstate highway) from Hartsfield-Jackson Atlanta International Airport is the Gateway Center, home to the Georgia International Convention Center and Gateway Center Arena. The buildings are separate, but functionally they’re under the same umbrella, along with CulinAero, the official caterer for both.
The GICC is the second largest convention center in the state of Georgia. As such, professional meeting and event planners make up a significant proportion of its target audience. We’ve placed all the key tools for event planning front and center for them so they can get right down to business.
When it came to uniting each of these three brands, Ethic designed a near-seamless web experience. One site’s navigation flows into the next, with standardized layouts presented in each brand’s individual colors. A few carefully customized elements work to make each site feel unique while keeping them all closely connected. Ethic built the sites on the WordPress platform, making it easy for the convention center team to keep the facility’s information and schedule up to date.
As a destination event series, Spin the District hosts riders of several disciplines (some for fun, some for competition) as well as spectators and street festival attendees. Its website serves to educate and entice the public to attend, but also to drive the rider registrations and hotel bookings that make the events possible.
For those keeping score, that amounts to at least a half dozen target audiences. That’s a lot of messaging and information to fit into a single web experience. Here’s how Ethic pulled it off.
Launch Site
While Spin the District’s brand has remained consistent over the years, the events themselves have evolved into individual styles. Each claims one of Spin’s four brand colors as its own, paired with a unique aesthetic: clean and sleek in green for the Hapeville Crit, hand-etched in red for the College Park crit, and down and dirty in yellow for the Fondo.
To embrace each event’s personality while ensuring a cohesive brand experience for visitors, we kept the home page perfectly true to the classic Spin look (graphic color blocks interspersed with black and white photography), while treating each event as a microsite with its own slightly deviating sub-brand. Navigation within each microsite is consistent, allowing visitors to find the same informational route through every event.
Spin launched in 2018, powering through the pandemic years despite being a destination event in a recession that has hit the tourism, travel and event industries the hardest. Nonetheless, site analytics show a consistent growth in popularity, with site visitors traveling a clear path to learn about the events and convert to registered participants.
Member One Federal Credit Union tasked Ethic with the art direction, design, animation and final production of their latest informative explainer video. This particular video breaks down Membership Eligibility.
Other videos in the series include Membership Benefits and Mobile Deposit.
COVID-19 was tough on everyone, but trying to market travel during the pandemic was almost impossible. Ethic worked with the ATL Airport District, a local Destination Marketing Organization, to shoot some area photography. Showing our audience the reality of COVID life in the District helped to promote more regional travel by educating prospects on what to expect. We think it went a long way toward easing everyone’s fears, including our own.
©2022 Ethic Inc. All rights reserved
November is an important month for Montez Renault, as a line of men’s grooming products. Ethic jumped on the viral month-long annual moustache-growing event to create a series of branded Movember reminders. We kept Montez front and center for its social media audience all month with little-known ‘stached facts and general get-to-know-your-‘stache posts.
‘STACHED FACTS
‘STACHED AND PROUD
MO’ SQUARED
Art direction, design, and from-scratch animation of a series of informational explainer videos for Member One Federal Credit Union. This particular video focuses on Membership Benefits, going into some detail on exactly how a Credit Union works.
Other explainers in the series include Membership Eligibility and Mobile Deposit.