ANDCULTURE

Andculture is an experience design agency in Harrisburg, Pennsylvania. In 2014 it wanted a more focused brand, and the one it had looked stale and too technical. I was Design Director there and led the rebrand and the website refresh. I directed the team that designed and built them, and stayed hands-on along the way.

The agency built user experiences and software, but it didn't want to lose the craft behind that work. The creativity, the art, the habit of keeping a hand in it. That became the line the brand was built on. Craftsmen of change and culture.

The brand also chose who it was for. We aimed it at startups, mainly well-funded ones, and the homepage said so plainly. It asked for revolutionaries.

Nobody ordered business cards. Each person had their own stamp, and when they ran low, they stamped more. The craft line wasn't only on the website. Everyone at the agency did it by hand.

Business went up after the rebrand, and Andculture got talked about in the startup community. Startups liked that the same team could make something by hand and build the software behind it.

Team: Bradley Hawkins, Madeline Pellman, Kate Ferrara, Brian Zeiders, Anna Spisak