| United States Mint
2011 REBRAND 100 > best of awards Enterprise Rebrand Country Base: USA Industry/Sector: Government and State Agencies, Financial Products, Collectibles, Retail Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Established in 1792, the United States Mint is the world’s largest coin maker and the sole authorized manufacturer of American coins and official medals, and the guardian of the nation’s gold supply. As such, it has production facilities in Denver, Philadelphia, San Francisco and West Point. Challenge Despite its long history and heritage, the organization faced a lack of understanding of its additional offerings and needed to strengthen its identity and level of awareness with the public. The organization also aspired to increase sales of collectible coins and increase the uptake and use of dollar coins. Strategy An extensive brand audit helped established the brand promise, “Connecting America through Coins.” Meant to communicate the United States Mint’s widespread infl uence, the promise highlights coins as a powerful link between American values, commerce and the basis for everyday moments shared among us. From enabling commerce to initiating sporting events and teaching children to count—the organization’s coins connect us all. The visual identity enlivens the promise with the symbol of a coin flipping in the air to demonstrate the nation’s optimistic spirit, while the inscription of “e pluribus Unum” reminds us of the nation that brings us together. Result The rebrand led to the creation of simple and elegant packaging for the organization’s highest selling retail item—the annual sets. Meant to house the uncirculated, proof, and silver proof sets sold by the United States Mint annually, these retail staples represent a significant portion of the organization’s retail business. Credits: Client: United States Mint - www.usmint.gov Brand Strategists/Designers: Siegel+Gale - www.siegelgale.com Creative Director: Doug Sellers Design Director: Johnny Lim Senior Designer: Lana Roulhac Director, Creative Services: Steffanie Haase Senior Production Designer: Ben Jackson Global Director, Dynamic Media: Thomas Mueller Creative Director, Interactive: Rich Pasqua Senior Strategist: Matt Huss Analyst: Kayle Nguyen Senior Writer: Alex Kroll Proofreader: Claire de Brunner Senior Project Manager: Maya Bacon [back] |
