Bellhops

Brand Overhaul
2018

Founded in 2012, Bellhops had seen continuous growth and evolution. So in 2018, with a solid foundation and plans to expand its national footprint, Bellhops made the choice to look outside of itself and rebrand under the direction of New York agency Gin Lane. As art director at Bellhops, I served as key creative stakeholder throughout the process, outlining the strengths and weaknesses of the old brand, moving through brand-building project phases, consolidating and delivering feedback from the leadership team, organizing and producing photography shoots, and ultimately implementing guidelines across all public-facing channels to roll out the new brand in October of 2018.

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 Homepage, October 2012. Design Direction: Gin Lane / Production: Adam Ewing / Bellhops / Copywriting: Ben Cake / Photography: Grant Dotson

Homepage, October 2012. Design Direction: Gin Lane / Production: Adam Ewing / Bellhops / Copywriting: Ben Cake / Photography: Grant Dotson

The new site at getbellhops.com brings the elements of the rebrand together. The brand architecture and visual identity system merge to provide a fresh take on the Bellhops brand. I worked closely with marketers, copywriters, SEOs, product managers and engineers to refine the site architecture, ship design files and hit tight deadlines for release.

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 Selected Photography. Art Direction: Gin Lane / Photography: Grant Dotson / Production: Adam Ewing / Liz Tapp

Selected Photography. Art Direction: Gin Lane / Photography: Grant Dotson / Production: Adam Ewing / Liz Tapp

The photography style reflects the end-to-end moving experience, from packing, to moving, to settling into a new place. I maximized budget to coordinate and produce the 2-day shoot, sourcing a photographer and crew, bringing in the top 10 movers from the various cities Bellhops serves, scheduling 12 customer models, scouting, securing, propping and styling 4 locations and a 26-foot moving truck, and working closely with agency art directors to complete a well-rounded shot list.

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Brand launch video. Animation and Production: Widgets & Stone / Art Direction: Liz Tapp & Adam Ewing

Accompanying the release of the new site in late October of 2018, a video introducing the new brand was shared across social platforms. I art directed a team of 2 designers and animators to concept, storyboard and produce the piece.