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Clear

Clear are a biometric security firm who offer expedited and improved security experiences. I led the design of a new brand experience to embody and express an expanding offer. The company was at a pivotal moment, consolidating their offer in airports and expanding out into new consumer verticals, partnerships and an API offer, and needed a new brand story, identity, website and kiosk design which had to appeal to diverse audiences across the consumer and enterprise portions of their business.

The mark was conceived as a literal touchpoint which facilitates the key interaction in the service experience.

The mark was conceived as a literal touchpoint which facilitates the key interaction in the service experience.

 The brand provides a thread of coherence across physical and digital touchpoints and emphasizes the sense of seamless convenience at the heart of Clear's offer. The consumer experience of using Clear was considered holistically, encompassing a new kiosk casing and an environmental kit of parts. 

The brand provides a thread of coherence across physical and digital touchpoints and emphasizes the sense of seamless convenience at the heart of Clear's offer. The consumer experience of using Clear was considered holistically, encompassing a new kiosk casing and an environmental kit of parts. 

The new brand was built around Clear's offer of transforming security from an onerous to a delightful experience

The new brand was built around Clear's offer of transforming security from an onerous to a delightful experience

 The brand voice modulates in tone to serve Clear's diverse stakeholders needs. In the web experience the consumer sections feel light and intimate while the enterprise sections are more serious and macro.

The brand voice modulates in tone to serve Clear's diverse stakeholders needs. In the web experience the consumer sections feel light and intimate while the enterprise sections are more serious and macro.

The phyllotactic structure of the mark suggests an expanding ecosystem of services and experiences, evoking biometric pattern recognition in general and the specificity of an iris.

The phyllotactic structure of the mark suggests an expanding ecosystem of services and experiences, evoking biometric pattern recognition in general and the specificity of an iris.

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"I have never seen a brand more unanimously loved after a change. From Caryn and the leadership team to our 500 ambassadors around the country, it has received rave reviews. You guys nailed it."

"I have never seen a brand more unanimously loved after a change. From Caryn and the leadership team to our 500 ambassadors around the country, it has received rave reviews. You guys nailed it."

 

Joshua Jacobson, SVP of Brand and Strategy