Haddad & Partners Brand Identity
When I joined Haddad & Partners in 2013, the company was six years old and I was the ninth employee. At the time, we operated more as a union of freelancers than a company. Over the seven years I’ve been at H&P, we’ve grown from nine to over eighty employees, taken on a number of major clients around the globe and turned into a legitimate agency player in the advertising world. Our progressive remote-work business model puts us at a great advantage over traditional agencies—with low overhead and employees collaborating around the globe, we’re a round-the-clock agency with the ability to churn out high quality work at a faster pace with less red-tape than the bigger guys.
Around 2016, our business really started to take off, and I took it upon myself to begin developing the H&P brand, which at the time consisted of just a logo and color palette. One of the core issues I identified was that clients struggled with the pronunciation of “Haddad”. They were either saying it wrong, avoiding attempting to say it, or calling our company “DJ” which is our founder’s first name. And in fact, many of our clients still looked at us as “DJ” the freelancer. My goal was to change that perception and make us look and feel like the company we were becoming. Instead of “Haddad & Partners” I wanted clients to know us as “H&P”—much easier to say and remember. I started by revamping our website and printing out a bunch of stickers with our “H&P” logo.
Our new, responsive website is designed so that no matter what device you launch the site from, you’re greeted with a full-bleed H&P logo. To access the site, users simply swipe up, which is a very intuitive action. We developed a unique and identifiable iconography style as well—continuing to highlight the H&P logo.
Stickers, Swag & More
I also designed and printed several stickers and pins to bring the brand into the physical world—these were great alternatives to the standard business card (everyone loves to get stickers) and it gives the brand some personality while keeping us top of mind with clients.
The stickers and swag also make a great prop for Instagram posts:
Company Events
2019
Each year H&P takes a work-family trip. In 2019, we all went up to the Berkshires in Massachusetts for a weekend of ropes courses at Ramblewild and Bar Crawls through the town of North Adams. I designed t-shirts, beer cozies and pint glasses.
2018
For our 2018 Company Trip, we took a ride up to Oxford, CT for some paintball then to Badsons Brewery in Derby, CT for some brews. The following day the agency’s founder hosted a “Work Family” BBQ in Fairfield, CT. I designed shirts for both days finding unique ways to incorporate the H&P logo.
