Back to Work
The Veer Brand
As co-creator and Global Creative Director, I named the company, created the brand & corporate identity, as well as recruited and led a world-class creative team.
Veer became the first “lovemark” in the stock image industry. To millions of creatives, Veer was synonymous with inspiration (delivered in catalogs, on the web site, at conference booths, and in social media). The brand guidelines informed every aspect of the company from marketing to product development to customer service and HR and contributed to the valuation that led to the company’s purchase by Corbis.
Veer pieces have been acclaimed by Communication Arts, the Type Directors Club, the Webby Awards, SXSWi Web Awards, HOW Magazine (including a “Perfect 10” award), and the Direct Marketing Association (including a prestigious ECHO award).
Brand and Identity Guidelines: Jon Parker (Veer’s former Brand Director) and I produced a series of brand documents including “Inspiring Creativity” Veer’s Brand Book and Veer’s Look and Voice Guidelines. Here a couple pages from the brand book:
Visual Identity: I named the company “Veer” because that was inherently how our customers (creative professionals) approached every project (“to veer from the norm”). I designed the hand lettering to reflect a more personal and human feel for the identity, rather than the cold (sans serif) and “techy” approach our competitors embraced.
Design: Sheldon Popiel, Petr Hostas, Nikki Stephens, Drew Ng
Writing: Jon Parker
Creative Direction: Sheldon Popiel