After completing a competitive analysis for the Airport Area Chamber of Commerce, it was quickly decided they needed a full rebrand. So Ethic® Creative Works started by giving it a new name, and the ATL Airport Chamber was born. Next on the agenda was a new logo, replacing their existing brand that literally looked like a plane was falling from the sky. Soon after came a new tagline, mission & vision statements, and copy to be placed into their new website and marketing material, also being developed by the Ethic.
COVID-era Marketing Photography
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.
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Opus
Ethic® Creative Works was approached by Global Excel, a full-service company in Canada providing cost containment, claims management, and medical assistance. Their goal for us was to develop a brand from the ground up for their maiden launch into the U.S. market, including market analysis, naming, logo design, brand development, and core messaging.
Our principal challenge was to reach both the Insurer and the Insured, and we did so with copy, colors, marketing materials, and imagery that are straightforward, easy to understand, and personable. What began as an assortment of ideas and values ultimately converged into a striking brand that delivers compelling results and, like the company itself, helps to move healthcare forward.
We undertook extensive research and dozens of name-storming sessions to land on Opus MedStrategies, a name that calls forth a vast body of work, meticulously produced.
The name Opus speaks to the breadth of services they offer, a full score of cost containment solutions and data-driven insights that support informed decision making for the payer, provider, and patient. Far from being a one-note company, Opus’ oeuvre demonstrates their ability to transform and simplify access to healthcare.
The Opus story is transformative and comprehensive, so we focused on finding unexpected ways to evoke transparency, access, evolution, and integrity.
Member One Business Services
In this snappy 30-second TV spot that Ethic® Creative Works wrote and produced for Member One Federal Credit Union Business Services, a kindly ice cream vendor and his pup make it big in Member One’s animated community.
Member One Mobile Banking
Member One Federal Credit Union’s mobile banking is second to none. Ethic® Creative Works designed this bold, can’t-miss-it billboard campaign to quickly catch drivers’ attention during rush hour, when exceptional convenience carries an especially salient appeal.
Print Campaign
Ethic® Creative Works created this print campaign for the launch of GMAC Bank.
Member One Mortgages
In this whimsical animated TV spot, written and produced by Ethic® Creative Works for Member One Federal Credit Union’s Home Mortgages, a family signs for the home of their dreams.
Roam
Long-term client ValleyStar Credit Union tasked Ethic with creating an online-only banking credit union brand for millennials with a single directive: banking anytime, anywhere, and from any device. We came up with a name that would appeal to a younger, more savvy audience living life on their own terms and on their own time—Roam, banking without limits. A sense of organic, boundless possibility flowed throughout the new brand and creative.
The website, designed for on-the-go mobile users, combines fresh colors, imagery, topographical elements, whimsical icons, and smart copy to create a brand for young adventure seekers. The tagline—“Enjoy the journey”—also pretty neatly sums up our own experience in branding this revolutionary new service.
See more of our Roam branding »
Gateway Arena
Ethic created an identity and branding for a new event center, Gateway Arena @ College Park, in College Park, Georgia. This is a sister brand to the Georgia International Convention Center.
EEC Identity
Despite being the leading innovator in the weather radar industry, EEC’s branding looked downright archaic—and that’s why they called Ethic. We got under the hood to develop a new branding strategy that started with an update to the logo, keeping it familiar while giving it a contemporary new look.
Downtown Live Hapeville
Quick down and dirty event branding for the City of Hapeville’s Downtown Live summer concert series.
Rusk Packaging
Before introducing the US market to Red Tea, Kalahari started with a South African breakfast staple called a Rusk. Used by solders to cross the hot Kalahari desert, the rusk was packed with energy and could last a long time before spoiling. While looking similar to a biscotti, the lack of sweetness unfortunately didn’t appeal to the US market. And while the rusk itself lacked spark the Kalahari packaging was good enough to land several major grocers and enough brand recognition for an easy transition to later products.