Proper is a digital advertising agency based started by a handful of independent digital marketers looking to build something bigger than themselves.

Crafting an inspiring brand from the ground up

In an industry where black-hat tricksters are a dime a dozen, Proper hails from their shared values: doing work that is ethical, compliant and effective. The organization has several different operating arms: Media (B2B), Cause (nonprofit), and Blue (political). The center of their process is working to understand how to get in front of an organizations' target customer and how best to speak to them in a way that drives action.

The team at Proper came to me looking to create a brand identity that helped unite them under one name. They were looking to capture their values and motivations in a way that is sophisticated but not at all stuffy. What we came up with is a sleek identity that speaks to the movement and action they drive.

Deliverables

Brand & Identity Design
Collateral Design 

Primary logos

Proper Media's versatile business card design system

Business card designs that take on the color coding system of the various departments within Proper.

Proper Media's logomark printed on a tote bag

Logo on a tote bag

Logomarks printed on water bottles for staff and recruits

Department water bottles

Proper Media's typography hierarchy system outlined in the brand guideline document
Proper Media's color system outlined in the brand guideline document
Proper Media's color combination system outlined in the brand guideline document
Proper Media's logo as signage outside of their office

Logo on office signage

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Branded illustration of the Chicago skyline for nonprofit, Chicago Semester

Branding, Website Design, Collateral Design