The Verb Hotel
Some things don’t age they become more iconic. This was our cue when re-imagining an unloved Howard Johnson motel at the centre of Boston's buzzing Fenway neighbourhood. Since 1959 the 94-room, mid-century classic, has been the backdrop to the local music and party culture. It's seen it all and served the Bloody Marys the morning after. The hotel relaunch was about more than a new name, identity and refurb. It was a cry to breathe new life into a local icon, to riff off cultural roots and create a new experience. Mixing an archive of rock ‘n’ roll references, irreverent humour and an indie spirit, The Verb Hotel is back at the centre of the scene, showcasing a big slice of Fenway heritage while challenging guests to help write the next chapter in its rock ‘n’ roll life.
PUMA is a sport brand that's always known how to be cool. It's not about how much effort you make to look good, how far you go to be noticed or about always saying the cleverest things. PUMA is a mindset. It's self-expression, relaxed confidence, effortless charm and above all, about spreading the joy. Shot on location by fashion photographer Juergen Teller, this 2004 campaign for the PUMA's lifestyle collection extends a warm welcome to all followers of the brand with a simple message. 'Hello'. Enough said.
Sometimes an attribute can work against you if not handled properly. In the case of German audio equipment giant Sennheiser, their dizzying array of world-class products spanning personal and professional use, was potentially just that. Sennheiser's website, a catalogue of the entire product range, instead became an opportunity to speak with credibility to its individual audiences while filtering its 1500 products in a simple and intuitive way. The entire online experience was wrapped in the brand's distinctive aesthetic of authority-meets-style. Befitting of an industry leader that appeals to fans as wide ranging as the ‘girl on the tube’, right through to Bono.