Pocono Modern: Designing an identity

July 23, 11:28 PMDesign Trends ExaminerNeal Shaffer

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I'm quite intrigued and impressed by the new identity program for Pocono Modern, a company that designs sustainable, modern homes with a nod to the Mad Men age. Outside of my general love for all things mid-century, I dig this work because it speaks on a broader level to the importance of creativity and sensitivity when putting together an identity program.

I know this because Ty Mattson – the driving force behind Mattson Creative in Irvine, California – has penned an excellent blog post detailing the choices he and his team made when putting this together. In it he explains, step-by-step, the creative process that brought them to the right conclusion.

Most good identities share a similar story. The tension between creativity/brainstorming and editing is usually (though not always) essential. It's old-school and it's often messy, but when everybody at the table is working towards the same goal, it works.

We'll leave aside, for now, the many ways in which that process can go terribly wrong at the hands of a bad client. The Pocono Modern identity is one example of how a great brand can, and should, come to life.

Nice work, Mattson. 

If you have similar examples of identity work – yours or someone else's – that you'd like to see featured here, send them along.