MJ Whitman

Founded in 1974 by celebrated deep value investor Martin J. Whitman, MJ Whitman Inc. is a full-service broker/dealer firm affiliated with the Third Avenue family of mutual funds.

The assignment was to create a visual imprint that would tie the firm’s different operations — sales, research, trading and portfolio management into a single, distinct brand. The challenge lay in devising a theme that would underscore the range and quality of MJ Whitman’s services while reinforcing the firm’s reputation for deft execution of offbeat value investing strategies.

Langton Cherubino Group created a new identity system using representative illustrations to underscore the firm’s research strengths and unconventional investment insights. The look is warm and restrained, calculated to appeal to sophisticated but conservative equity investors, MJ Whitman’s core clientele.

what we did

• logo, print, writing, theme development
• view case study (PDF)

IPRO

IPRO is one of the nation’s largest independent, not-for-profit health care consulting organizations. It had outgrown its roots as a small county-based organization. For IPRO, a rebranding was required to articulate capabilities, drive business and meet goals.

Langton Cherubino Group created the tagline “Improving Healthcare for the Common Good.” This theme best exemplifies their core mission, while distinguishing IPRO in the eyes of their customers and stakeholders.

what we did

• print, writing, theme development, website, logo, tagline
• view website
• view case study (PDF)

awards

• 2010 Apex Award for Excellence
• 2010 TM Trademark International
• 2009 American Design Award

CreditSights

A leading U.S. and global provider of investment research, CreditSights is a high-level, independent firm providing a range of research from daily transactions and market strategy to comprehensive risk management.

The sophisticated and professional appearance to the corporate identity for CreditSights emphasizes emerging global marketing expertise. Distinctive colors, action photography and classic typography give a dramatic new look, strengthening the highly regarded reputation of CreditSights.

what we did

• logo, print
• view case study (PDF)

Greater New York Hospital Association

Greater New York Hospital Association (GNYHA) represents over 300 health care providers offering advocacy, education and research to improve the quality and cost of health care.

We gave new spirit to the classic caduceus symbol and created a typographic system to unite the many GNYHA subsidiaries. The new dynamic corporate identity expresses the vitality of the brand and positions the association for the future.

what we did

• logo, website, print, naming
• view case study (PDF)
• see more on our blog

Kinetics Mutual Funds

Kinetics is among the first asset management firms to focus on the commercial potential of the Internet and new technologies through its aptly named Internet Fund.

The new identity balanced the aggressiveness of the Internet with the conservativeness of traditional mutual fund investing. The stylized diamond logo is inspired by informational road signs and supports Kinetic’s investment philosophy which is informed by active but disciplined securities selection.

what we did

• logo, website, print, exhibit, animation, advertising
• view case study (PDF)

awards

• 2004 Logos: Making a Strong Mark, Rockport Press

lani – dig your dog

lani – dig your dog^® is an exquisite suite of shampoo and pet-care products sold through high-end boutiques. We tackled the cross-discipline tasks of identity development and package design for the product’s launch.

The identity features a handdrawn image of a wheaten terrier. Natural colors and a restrained design establish lani as friendly, cool and high end. The brand has grown from a concept formula into a cosmopolitan product.

what we did

• logo, print, exhibit, packaging
• view case study (PDF)
• see more on our blog
• watch Today Show clip

awards

• 2007 American Graphic Design Award, ID Manual
• 2007 American Graphic Design Award, Logo
• 2007 Communicator Award, Honorable Mention, Brand Identity
• 2007 Apex Award of Excellence for Identity Material
• 2010 Logo Lounge’s Animals and Mythology, Rockport Books

Olstein Capital Management

Olstein Capital Management is a leading investment management and mutual fund firm that employs a distinct accounting driven methodology of looking behind the numbers to evaluate risks and identify investment opportunities.

The new identity design for Olstein uses an abstract magnifying glass for the “O” that represents the firm’s detailed investigative approach of reading the fine print to assess the underlying value of each investment opportunity.

what we did

• logo, website, print, exhibit, animation
• view website
• see more on our blog

awards

• 2007 The Big Book of Logos #5 edited by David E. Carter

Pfizer

At the forefront of an enlightened approach in reducing the increasing costs of healthcare benefits, Pfizer realized the value of prevention. Healthy Pfizer became the national wellness program to 40,000 colleagues (employees), centering on preventive care through nutrition, exercise, coaching and counseling components.

Health Fairs at over 40 Pfizer locations are promoted through email marketing, posters, floor signs, banners and plasma screens. The graphics are featured on a Healthy Pfizer website, in video, print collateral and colleague kits with branded water bottles, nutrition bars and more.

Exceeding all goals, 81% registered for the Healthy Pfizer program and 34,974 colleagues completed a Health Questionnaire. The Spanish-language version was customized for Pfizer’s 6,000 colleagues in Puerto Rico.

what we did

• logo, website, print, exhibit, packaging, animation, video, interactive games, signage, premium giveaways, storage and distribution
• view case study (PDF)
• website
• see more on our blog
• see Pfizer Tobacco-free Campus
• see Pfizer “Eat This” Campaign

awards

• 2007 Apex Grand Award, Healthy Pfizer Puerto Rico
• 2007 International Golden Quill, Healthy Pfizer Puerto Rico
• 2006 Apex Grand Award for Campaign, Programs, and Plans
• 2006 Winner of 8 IABC Ace Awards
• 2006 The Great Design Show, International Competition
• 2005 IABC Ace Award

Princeton Longevity Center

The Princeton Longevity Center provides the most advanced medical technology and research available for improving and sustaining health and longevity.

The new identity, based on a high-end health spa and upscale resort, is in keeping with PLC’s target audience of senior-level executives.

The website generates new referrals each month. Princeton Longevity Center has been featured in The Wall Street Journal and on ABC World News Tonight.

What We Did

• Logo, Website, Print, Exhibit, Signage
• view case study (PDF)