This poster is a look and feel we developed as a pro bono brand marketing project for an ethanol fuel alternative that could help save the planet. An admirable goal, and hundreds of shop hours were given free to 1. name the product, 2. find an available URL, 3. purchase the domain and 4. give the product line a fresh, accessible attitude and distinctive corporate voice.

We think the branding feels very Santa Cruz. Unfortunately, as with some exciting opportunities, client follow-through was just not there. We’ve been designing brand identities long enough to know that the guy or gal at the top needs to “get” branding–and must have a developed design sense (like Steve Jobs, whom we’ve also worked for). The designer and client must be, as they say, “sympatico”. If not, even the best brands with powerful potential can simply fizzle on the launch pad.