The helium tank is our mash up of ideas + art + design + events and everything in between. Work that makes us smile, art that’s all around, events that we hope you’ll join us, or words we’re stitching together. The helium tank is a big window into who we are.
This summer has been…different. Despite being located in South Florida, it’s been a pretty cool summer [as in, not too sweaty] and that is showing up in our inspiration boards. Cool tones, metallics and, of course, black design touches are filling our minds with plenty new creative ideas.
Read more //
who doesn’t love a good pattern?
Lately, we’ve been a little pattern obsessed. But, who hasn’t?! You can find patterns in our recent work for Bad Harriet, Akoya, and drip pop. Patterns are a super fun way of adding another element to easily identify the brand.
today’s generation might as well be called neutral pastel
Neutral tones in their pastel form are everywhere. On walls, interior décor, products, design…the list goes on. And we’re loving it. There’s something about these ethereal colors that fit in perfectly with our luxury-minded aesthetic. We’re all about that blush.
we also like to shock
In total contrast to our love for neutral pastels – we’re also feeling all the feels for shocking combinations. We’re going down the rabbit hole of pairing black + white with neon colors and don’t be surprised if you find yourself oohing and aahing over one of our future brands that is built upon this contrast of colors and mood.
at the end of the day, typography wins
No matter how much we go on and on about color, typography will always get us to squeal. At the studio, we all have our favorite font styles but clean type will always win our hearts.
creating new boating experiences
Port 32 is a marina collection based out of South Carolina with locations across the United States. Originally named Atlantic Marina Holdings, they came to us for a complete rebrand. From naming, to brand identity, messaging, and website design – we set out to create a marine experience like no other.
Port 32 has big plans. In the next few years they aim to expand exponentially creating an elite collection of the best marinas in the United States [and perhaps beyond]. To accomplish this, they needed a solid brand that could be presented to both investors and potential clients. Their goal – to hit the market with a sleek new brand that spoke about luxury and impeccable service.
the branding basics
First things first, the name. Port 32 was inspired by the longitude and latitude coordinates of their headquarters in Charleston, NC. From there, the nautical-inspired colors drove the look + feel of the brand. Our goal was to break the mold of what a marina brand should look like. We wanted a marina that stood out against the rest and was memorable. A culture you just want to be part of.
We had tons of fun taking Port 32’s stylized brand elements, brand colors, and typography and transforming them into solid pieces of marketing. To build the online presence, we designed a single-page website for the main Port 32 – A Marina Collection brand and landing pages for their first 3 marina locations. We also conceptualized 5 email marketing templates and edited a video that shows the Port 32 lifestyle.
“We are glad we hired helium creative to re-brand our company. Their inventive designs allowed us to condense who we are and what we do into one sophisticated package. From our logo to our website designs, everything flows into one beautiful presentation. They were able to capture the essence of our company and translate it, through design, into a new and innovative brand that is helping grow our business.”
Joe H. Miller, IV
Port 32, Managing Principal
It’s no secret we love the ocean and found ourselves like a fish in water during this brand development process. We set to create a modern and upscale marina brand and we’re so happy with the result. Want to see more of Port 32? Experience the full brand.
When we approach branding, we’re thinking of the big picture. Often times we get calls or emails asking for us to work on a logo, a packaging design or a website. Although great opportunities, for us it’s important to work on a brand as a whole. Could we do just a logo, design a single product label or develop a stand-alone website? Of course! But how would we be benefiting a brand by jumping in to design a piece of the puzzle that might or might not fit in with the rest of the brand?Read more //
A brand is similar to a network of connecting neural pathways – a seamless system that works as a whole accomplishing a goal, but when broken down each piece plays an important part. In the case of brands, the system works toward the goal creating brand awareness and brand enthusiasts. The most engaged brand enthusiasts will purchase what you have to offer and it is brand awareness that will keep new enthusiasts coming so you can grow. A kink in the system and the neural pathways suddenly stop communicating. It is the same with brands, a disconnected brand creates confusion, which leads to distrust, which leads to less customer engagement.
Cohesion is King. One of the #1 rules of branding [or maybe the only rule] is to stay cohesive with every piece of your brand. That means your printed items, online presence, in-person interactions are all one unified front communicating the same message, look, and feel.
This goes back to the idea of keeping an eye on the big picture – do the business cards your sales agents hand out match your website, the content on your social media platforms or your brochures? Is the messaging your team uses to communicate with potential clients in-line with your target market?
If you answered no, then it’s time to reconsider the state of your brand. Is it strong enough to be memorable? Can it stand tall next to your biggest competitors? Do you feel your true brand values are being represented?
This is what we do every day. We evaluate your brand and make sure it’s ready to take on your industry. We look at all the nooks and crannies of your big picture to make sure your brand has a solid foundation that will enable you to build a successful business.
Want to know more? Email us!
Located in the basement of the historic Aspen Times building in Aspen, Colorado [home of Auberge Resorts’ Hotel Jerome] – Bad Harriet is an upscale bar designed to bring out your darker side.
A branding project like no other, we had the opportunity to build the brand concept around the wife of the hotel’s original developer and proprietor, Jerome B. Wheeler, creating a cheeky narrative twist to Harriet’s otherwise well-behaved persona.
From naming the specialty drinks to breaking out the leather for custom-made menus – this brand had us crawling on the floor, begging for more.
Read more //
Inspired by the dark, cinematic aesthetic of film noir and the femme fatale, we denoted Bad Harriet as the Queen Bee of Hotel Jerome. The playful, mischievous brand pairs midnight black tones with a high contrast gold and a delicate blush tone that illustrates the mysterious qualities of Bad Harriet.
The Bad Harriet brand is the embodiment of modern edge meets timeless classic sophistication. Elegant and mysterious; dark humor paired with dark colors and dark ambiance.
Bad Harriet allows a guest to explore their darker side, whether diving in full force or simply dipping a toe in waters of intrigue. We focus on crafting a detailed guest experience alongside gourmet tapas and drinks within a designer lounge in the underbelly of Hotel Jerome.
Mission Statement //
Well-behaved guests will always leave with a sinful smile.
Mind Your Manners
The Bad Harriet logo is a typographic mark inspired by film noir. This is a flexible logo that can stand alone or be paired with the bee icon.
The color palette speaks to old Hollywood glamour, while the graphic elements are used to further the brand identification. These brand elements can be used on their own or combined.
We also had the opportunity to design the restaurant collateral pieces for Bad Harriet including a leather menu with gold stamping and blush pink menu paper, t-shirts, hats, check presenters, coasters, and more!
the recipe for a bold brand
There are few instances when we’re given the opportunity to develop a brand from scratch. Without even a name in mind, the founders behind this innovative food service where customers can purchase healthy meals on-the-go came to helium in needs of the complete brand experience. You could say we branded them from soup to nuts.
Read more //
The concept behind BeMeals is to use flash freezing/fast heating technology to offer an array of nutritional and delicious entrées within preexisting establishments that wouldn’t normally offer healthy food options.
Our challenge was to create a bold brand that stood out and lead to brand recognition within the already competitive food industry.
it’s time for design exploration
After playing with a few name options – some completely symbolic, others more emotional, and a handful food-related – BeMeals came to be as the completion of the tagline: “Be happy, be healthy, be you, be meals.” The moment we said it we knew we had a winner.
From that point forward, we jumped into logo concepting and color exploration. The logo, specifically, led the charge for the resulting brand direction.
“helium creative understood and captured the essence of the BeMeals brand, transforming a strategic analysis into a live, meaningful mark that perfectly translated the essence of what we were looking to transmit to our customers. helium’s work has provided a valuable framework to capture our innovative concept as we embark in a dialogue with our clients.”
Michael Esrubilsky, BeMeals, Founder + CEO
be happy, be healthy, be you
BeMeals is serious about food, health, natural ingredients, value, and their customer. We created a brand with this mindfulness woven throughout and stayed true to the mission statement we wrote for the company at the beginning of the development process: “A culture aimed to connect people back into their life by serving real foods in real time for real eaters.”