A SHEFFIELD COMPANY
THE [BRIEF] LAB
It started with an idea the founder of Sheffield had at the time. “I’m going to write a book and it will be titled “Brief.” I want you to crowdsource the book cover.” I thought, “OK, but you’re crazy if you think I am giving up the chance to design a book cover.”
So I came up with some options. I told him what I’d done and that I couldn’t bare to crowdsource something this important and personal. From that first idea, I knew this was going to be the birth of an amazing brand. And it was.
Over the next three years, we developed the brand into a million dollar business. We developed a marketing strategy, built a website and LMS for online learning, and created a unique and inviting space to foster learning.
And we did it again, take a look at it’s sibling, {noise} shipped in December.
A physical space is just as important as your digital space. I designed our BRIEF labs, largely before the digital, consumer facing brand was built. It all started with a book, and turned into a business, which needed a space to experience the brand. The minute the book was in the publishers hands, we flew to North Carolina, where many of our Special Operations clients are, and chose a space in one day. It was an oddly proportioned space, with 4 walls, a concrete floor and 1 bathroom.
RESPONSIBILITIES:
BRAND STRATEGY
MARKETING STRATEGY
LOGO AND BRAND DESIGN
INTERIOR DESIGN
BOOK DESIGN
We laid out the footprint with painters tape, and ran to catch a flight back to Chicago. I designed that space from Chicago, in 4 weeks, without ever seeing progress until 3 days before the opening. It was a mad dash to assemble furniture, cringe at how big the grout lines were in the kitchen (the contractor missed that detail, no one notices but me), go on a last minute shopping spree for accessories, and get it staged for the open house. Yes, we did it.
Next came the build out of the brand that included the LMS, content and course development, developing a marketing and social strategy, as well as course material.
