Newstand_Creative Director_2021-2022
Challenge
Cult underground retailer raised $50m series-B to bring NYC cool and ease the post-covid return to office. The brand was pivoting and needed tools that would quickly adapt as it secured and scaled market fit.
Application
I joined as in-house Creative Director, immediately overseeing a rebrand that kept the logo and changed everything else. In order to solve for quick changing brand needs I built an icon and illustration system derived from the wordmark allowing brand, content, retail, marketing and product teams to produce on-brand work independently, eventually scaling into visual brand library.
Outcomes
Brand system deployed across flagship store, kiosks, app, digital and swag. Early office clients building out Newstand amenities in their buildings as a back-to-office perk.
Testimonial
Aside from his incredibly thoughtful talent, what I can say about Ben is that he geeks out about the process and people of it all as much as he does the actual work, which is something you don’t come across very often.
– Jenny Schetmann, COO