Cahoots

We wanted to show that Cahoots is far more than a desk set-up and a water cooler: it’s a movement. To capture that exclusive feeling, we designed brand elements that feel like secret handshakes to the target audience. The “++” mark, for instance, echoes C++ programming language. And Ann Arborites recognize the “A2” design we created as a mark of their own tribe. Steeped in history and a sense of place, the brand system and website grew around a modern industrial vibe that feels familiar to locals.

With concepting rounds and strategy blessed by the client, the brand architecting and visual refinement could begin. We chose the typeface Knockout, for its nine-width, four-weight, situational type approach. Using the Knockout family afforded the functional benefits of a unified system and the visual appeal of individually designed styles.

In designing collateral and marketing materials, we strayed far and wide—imagining all the interactive elements for the site and the physical applications: buttons, hats, shirts, pennants. Cahoots even had a massive, branded flag made, which we borrowed to supplement their custom photography, videography, and motion for the website.

We chose minimalism in site structure, as it needed to come across like more of a branded journey than an information heap. While the look and feel mirrored elements created during the branding phase, the use of motion and transitions helped to focus the user on exploration, directing them ultimately towards a clear call to action. The site leverages interactive elements as backdrops to bring primary content to the forefront.