David Omi-1

DAVID OMI – BRAND EXPERIENCE DESIGN

Client . FORD MOTORS Industry . AUTOMOTIVE

Project . CORPORATE BRAND ENVIRONMENT Agency . LANDOR . LONDON . PARIS Role . CREATIVE DIRECTOR . DESIGNER





FORD MOTORS

Ford approached Landor to develop a platform that would help grow their share of the fleet business market in France. In the face of strong domestic competition, Ford sought to redefine the way business-to-business relationships are conducted. Ford's objective was to position itself as the industry leader through innovation, creativity and the promise of more meaningful customer and client relations as it moved into the new millennium.




FORD MOTORS

Landor created the Forum Enterprise Center, a flexible, interactive event space which served to convey Ford's economic presence in France and its commitment to the country's business community. The layout included individual zones, each dedicated to a component of Fords’ brand D.N.A including the dynamics of Driving, Design, Ingenuity and Affordability for consumers. An interactive theatre featuring key brand films showed customers those aspects of the brand values most relevant to their business needs. The success of the Forum Enterprise Center was demonstrated by a 30% initial increase in fleet sales, including a first time

order from the French Police Department for Ford Motor Vehicles.


Client . ROYAL DUTCH SHELL Industry . AUTOMOTIVE

Project . RETAIL BRAND ENVIRONMENT Agency . ENTERPRISE IG . LONDON Role . CREATIVE DIRECTOR . DESIGNER

ROYAL DUTCH SHELL

Royal Dutch Shell approached Enterprise IG to develop a set of comprehensive guidelines that would help both Shell and its operating companies construct and maintain Shell gas stations around the globe in a way that would achieve consistently high standards of environmental brand design. The challenge proved to be an immense undertaking when factors like differing markets, cultures, languages and climates were taken into consideration. Complex architectural and communications issues ranging from materials specifications and information display protocols to site diversity and zoning requirements had to be resolved. In less than

a year Enterprise IG produced guidelines that have since enabled Shell to implement the most successful branded forecourt design scheme in the company’s history. A scheme so immense that it has taken over ten years to execute.


Client . ALEXANDER MCQUEEN Industry . FASHION

Project . RETAIL BRAND IDENTITY Agency . DAVID OMI Role . CREATIVE DIRECTOR . DESIGNER

ALEXANDER MCQUEEN

In 1992, Omi was approached by McQueen to design a brand identity that would come to represent his idiosyncratic style and help propel him to world-wide recognition. The ‘bad boy’ McQueen persona is rich with stories, gossip and myth. One such industry tale describes how, as an apprentice tailor at Gieves and Hawkes he took the liberty of scrawling obscenities into the lining of a new jacket commissioned by Prince Charles. This anecdote provided the basis for the creative approach to designing the McQueen label.


Client . ALEXANDER MCQUEEN Industry . FASHION

Project . RETAIL BRAND IDENTITY Agency . DAVID OMI Role . CREATIVE DIRECTOR . DESIGNER

ALEXANDER MCQUEEN

The typeface, Times New Roman, is known for its legibility and a style that connotes patrician formality. There is however, a quirkiness to certain letter forms, notably the ‘Q’ with its lascivious tongue-like descender shape. Times thus provided the perfect typeface to convey the subversive qualities of the McQueen brand. McQueen was clearly destined for greatness and so the ‘C’ was implanted into the ‘Q’ to suggest the idea of seed-like potential.


Client . TECHNICOLOR Industry . TECHNOLOGY

Project . CORPORATE BRAND IDENTITY Agency . SIEGEL & GALE . LOS ANGELES Role . CREATIVE DIRECTOR . DESIGNER

TECHNICOLOR

Technicolor has revolutionized the movie going experience by bringing digital studio masters, distribution and projection to theaters, to create an entirely new industry standard and movie going experience for customers. In 2002, Technicolor approached BBR, the Los Angeles based TV and film production company to create a cinema ad campaign that would help them achieve its brand objectives. BBR created a cinema advertising spot that conveyed the acuity of human sensory perception by employing a metamorphic sequence that sees the human eye transform into the new Technicolor logo. The piece was screened in more than

thirty thousand movie theaters world wide and has helped Technicolor become synonymous with cinematic innovation.


Client . GARTNER Industry . TECHNOLOGY

Project . CORPORATE BRAND IDENTITY Agency . BRAND UNION . NEW YORK CITY Role . CREATIVE DIRECTOR . DESIGNER

GARTNER

Creating Order from Complexity. For the past 30 years Gartner, now the world’s leading information and technology research and advisory company, had flourished but had grown in an uncoordinated manner, resulting in many offshoots and seemingly incoherent and confusing business offerings. The result was an absence of a cohesive mandate. Enterprise IG was challenged to rationalize the business’ group structure and to develop a new B2B strategy that would convey Gartner’s product and service offerings to the business community with simplicity and precision while allowing for adaptability. The first order of the day was to

re-evaluate their core business offering, to provide clarity of vision and to reveal new business opportunities. This resulted in identifying a new brand essence – creating order from complexity– and applying it to business sectors beyond IT, resulting in new business opportunities for Gartner. In addition to creating a strategy that embodied ingenuity, rigor and imagination, and creating a visual identity that was based on the Fibonacci series of numerical precision in nature, my leadership also included bringing together persons of various corporate cultures including IT, research, finance and marketing of all levels – from technicians to Executives for a common purpose and cause. The result was a strategic vision that provided Gartner with the flexibility and adaptability they needed to connect with a larger business community and expand their market share.


Client . AMERICAN EXPRESS Industry . FINANCE

Project . RETAIL BRAND IDENTITY Agency . SIEGEL & GALE . LOS ANGELES Role . CREATIVE DIRECTOR . DESIGNER

AMERICAN EXPRESS

American Express is one of the most respected brands in the world, but in 1998, it needed to develop new products that would excite a new generation of younger professionals. One of the most critical manifestations of the American Express brand is the small piece of plastic that customers carry in their wallet every day. Siegel and Gale elevated the American Express card design to an art form by recommending a transparent minimalist design that was stylistically in tune with the aesthetics of the target audience. It brought the brand into the 21st century by incorporating innovative security technologies and account management

options in the form of a smart chip. Amex Blue from American Express was a dramatic example of Siegel and Gale’s design innovation and a clear departure from other cards. Its innovative design and functionality created an iconic brand. First year application rates were up 20-30% above expectations.


Client . PRESSBYRAN Industry . FOOD & BEVERAGES

Project . RETAIL BRAND IDENTITY Agency . LANDOR ASSOCIATES . LONDON . STOCKHOLM Role . CREATIVE DIRECTOR . DESIGNER

PRESSBYRAN

In 1998, Pressbyran, Sweden’s largest and oldest kiosk chain approached Landor to modernize its brand identity to help maintain it’s share of the domestic market. Landor created a new brand identity with a contemporary look and feel, based on and representative of Pressbyran’s considerable cultural significance. Sweden is a cold and dark place for the majority of the year. This environmental reality inspired a creative approach which led to the expression of Pressbyran’s brand values via a warm colored, sun-like icon of light that would come to dominate it’s store fascias across the land. The successful implementation of the

new retail brand identity has resulted in a continuing pattern of increased profitability for the business nationwide.




PRESSBYRAN




PRESSBYRAN




PRESSBYRAN


Client . PERNOD RICARD Industry . FOOD & BEVERAGES

Project . RETAIL BRAND PACKAGING Agency . BRAND UNION . NEW YORK CITY Role . CREATIVE DIRECTOR . DESIGNER

MALIBU

The world’s number-one selling Caribbean Rum with natural Coconut Flavor, Malibu brings the taste of the islands to people around the world. Consumers everywhere associate the brand with an idyllic landscape of palms, sand and surf. Malibu’s iconic white bottle is one of the most recognized spirits packages in the world. But, like any great brand, Malibu continually seeks new ways to extend its appeal. In 2007, Malibu began a series of strategic innovations, starting with a refreshment of the packaging for its existing range and the launch of additional new flavors.


Client . PERNOD RICARD Industry . FOOD & BEVERAGES

Project . RETAIL BRAND PACKAGING Agency . BRAND UNION . NEW YORK CITY Role . CREATIVE DIRECTOR . DESIGNER

MALIBU


Client . BRITVIC PEPSI Industry . FOOD & BEVERAGES

Project . RETAIL BRAND EVENT Agency . HHCL . LONDON Role . CREATIVE DIRECTOR . DESIGNER

BRITIVIC PEPSI

In 1995 Britvic Pepsi approached HHCL to help them promote a new flavor addition to their subversive Tango portfolio of soft

drinks. And so through innovative thinking and design, the Apple Tango taste sensation became synonymous with ‘seduction’ but with an irreverent street savvy twist. To help support the launch of the new Apple Tango flavor a giant throbbing, moaning tongue was conceived as a mobile brand icon and walk-through portal which would tour the length and breadth of Britain dispensing said product courtesy of rubber clad ‘doctors and nurses’ using enema tubes specially modified for mass oral administration. Apple Tango Tongue venues included every major Rock festival and sea-side resort during the summer months of 1995. As a result Apple Tango and its sister flavors became top selling soft drinks in the UK .


Client . PERFECT PIXELS MEDIA GROUP Industry . BRANDING

Project . CORPORATE BRAND IDENTITY Agency . ELEMENTAL . NEW YORK CITY Role . CREATIVE DIRECTOR . DESIGNER

PERFECT PIXELS MEDIA GROUP

To represent Perfect Pixels, a multi-platform digital advertising agency, Elemental began by dissecting the typography within the entity’s logo. By rendering the micro pixels as macro, Elemental was able to create a visual language that was unique to the company. Pixels in themselves are not descriptive of perfection or flaws, they are individual elements that comprise a greater image, an image that itself may be flawed or perfect.


Client . PECK MOSS REAL ESTATE Industry . REAL ESTATE

Project . RETAIL BRAND ENVIRONMENT Agency . ELEMENTAL . NEW YORK CITY Role . CREATIVE DIRECTOR . DESIGNER

THE COOPER SQUARE HOTEL

The primary visual identity component - the logo - begins with a square. This simple form is an obvious graphic representation of the hotel’s namesake. It is also representative of those public spaces that frame social interaction. Two lines intersect across the square as an expression of convergence. The form of their intersection implies the triangular shape that is Cooper Square, itself generated from the convergence of 3rd and 4th Avenues into the Bowery. One of the two lines holds a slight curve, breaking the otherwise angular geometry to acknowledge the curvature of the hotel’s architecture and its organic form set against the man

made grid of a modern city. Breaking with convention, the Cooper Square marketing collateral uses atypical imagery to express the allure of the hotel, namely, its location in New York’s Lower East Side. Instead of portraying convention rooms, the front lobby and other hotel amenities, the marketing material consists of photographs taken around the Cooper Square neighborhood of the Lower East Side using the concept of genius loci or spirit of place as a theme to create a communications piece that is truly unique.













g26 N E W Y O R K

Client . CABLE & WIRELESS


Client . FLAT IRON PROPERTIES Industry . REAL ESTATE


GREENHOUSE 26

Elemental was charged to create interior environments and an identity for New York City’s first ‘green’ boutique hotel. Following a commitment to an authentic sustainable experience, the hotel used basic materials and raw surfaces from which nature’s persistence is evoked. Avoiding the superficial and commercialized ‘green experience’ Elemental created a brand and interior that embraces the brutal and savage beauty of nature. Minimalism is contrasted with rich colors and textures. The graphics and messaging are inspired by the role time plays in nature as explored through romanticized decay, reclamation, rusts and patina.

The Greenhouse 26 brand conveys the message that nature and natural systems do not conform to a human time scale. And so we grasp only the thinnest bandwidth of its compressions and expansions, accelerations and decelerations, convergences and bifurcations. Nature’s persistence is unrelenting, brutal, and savage. Our proximity to the dynamic movements of natural time constitutes the authenticity of our experience of nature. Greenhouse 26 structures itself as a conduit of this natural time as relief for guests weary of the plastic greenery of cosmetic sustainability.




GREENHOUSE 26




GREENHOUSE 26




GREENHOUSE 26




GREENHOUSE 26




GREENHOUSE 26





David Omi-1

Design

brand values

retail brand environmentagency

retail brand identityagency

key brand lms

component of fords brand

creative director

ford motors industry

david omirole