AdAge:
How Standard Black created an ad during the pandemic that looks nothing like an ad made during the pandemic.
The new brand ad for CVS Beauty is something of an anomaly in the slew of user-generated, stock footage, emotionally heightened montages that have come out in recent weeks. With its mix of playful shot angles, crisp photography, clever scene transitions and upbeat vibe, it feels as if it were made before the coronavirus halted film production across the country.
The Drum Marketing Awards:
Rakuten celebrates two wins at the 2020 Award Show
We’re thrilled to announce that Rakuten has been named Best Rebrand and Best Brand Content Strategy by The Drum Marketing Awards US 2020! Standard Black set the tone for the relaunch by handling Broadcast and OOH duties with its “Rack it Up with Rakuten” campaign. Designed to celebrate the best brands, and agencies, The Drum Marketing Awards are one of the most prestigious events in advertising.
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The Brand Identity:
Standard Black teams with Irving Farm to create a custom blend to benefit non-profit Coffeekids.org
The LA-NY based Standard Black and Irving Farm team worked with the young farmers in Ocotepeque, Honduras to create a special limited edition blend of coffee. The profits from each bag sold go to CoffeeKids.org, a non-profit organization that helps the next generation of coffee farmers. Standard Black developed the packaging and accompanying printed goods. The limited edition batch sold out in less than a week.
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Clio Awards:
Standard Black wins Bronze Clio Award for CVS Beauty in Real Life
The biggest beauty campaign CVS has ever done, "Beauty in Real Life" featured, a diverse cast of women from all over the U.S. in unretouched print and video imagery was awarded a Bronze Clio. "They don't need to be photoshopped. There is just so much more depth and substance," Norman de Greve, senior vice president and chief marketing officer for CVS Health.
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The Drum:
Standard Black launches Beauty in Real Life campaign with CVS
The new campaign demonstrates the brand's “commitment to authenticity.” The campaign will span digital, print, social media, out-of-home and television. Standard Black used “Free The Work,” a nonprofit that advocates for female directors, to find a female director for the campaign.
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The Drum:
Standard Black launches “Let’s Talk Rakuten” campaign
The campaign focused on Rakuten's cash back for savvy shoppers. While previous campaigns prioritized introducing Rakuten to the North American market, "Let's Talk Rakuten" centered around establishing a unique identity for the brand. To portray this, Standard Black highlighted iconic situations with scenes and characters that were broadly relatable across a wide audience.
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Inc. Magazine:
Standard Black named to the Inc. 5000
Good news alert! We’re in awe of what the team at Standard Black has done. Inc. Magazine named us one of the most successful companies in America. Check out Inc.'s annual guide to the 5,000 fastest-growing privately held companies in the U.S.—and how they reached their lofty heights. Independence is a beautiful thing.
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Mindsparkle Magazine:
Irving Farm (Branding)
When the coffee maker, Irving Farm sought a NYC-centric rebrand as Irving Farm New York, they tapped Standard Black, known for its deep experience in design. To emphasize the company’s proud NYC heritage, Standard Black used a deep green hue that evoked the tone found on New York City’s park railings and subway stations. For logo and typeface, the agency developed a strong elegant look that reflects the contemporary city.
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Mindsparkle Magazine:
Mack Weldon (Branding)
Standard Black was asked to create a distinct brand identity for the brands new Silver Collection—including visual identity, packaging, brand video, and on-product marketing. The goal was to have the identity lean into Silver’s technologically advanced attributes when compared to the rest of the Mack Weldon line.
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Mindsparkle Magazine:
Standard Black Site of the Day
Mindsparkle Mag is a design blog highlighting the best of beautiful Design, Branding, Websites and Video projects from around the world. Standard Black was awarded site of the day for the redesign of our website.
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