Re-brand: Ellis & Chicago Case

A case manufacturer under new ownership needed to consolidate and re-brand two distinct identities. Where one brand emphasized a friendly and innovative feel, the other focused on durability and dependable design.

Consolidating and streamlining existing elements for the primary Ellis identity, I constructed a new system for Chicago Case that would work alongside as well as independently of the parent company. The new wordmark paralleled the case design and introduced greater personality in its typographic treatment.

The updated identities were implemented on the web and the overall look and feel were brought into alignment with the brand personality: crafted, honest, rugged. I created additional templates and collateral, including slide decks and presentation materials to introduce the revised visual system to existing stakeholdlers as well as new audiences.