Small moves, big change

We gave tightened and brightened our logo. A new identity element also emerged from its forms–The Arch. The Arch is a portal, a framing device, a smile, and fittingly, how orthodontists refer to our upper and lower rows of teeth. We worked with our animator to give it life and a motion tool kit so we could deploy it across our updated creative.

Hip to be Square

By establishing a modular system, we were able to create thousands (that’s right) of assets as a small, nimble team. This formula, along with impactful photography, Candid’s signature red color, and graphic nature of the layouts drove the cohesive creative direction.

We activated the new Candid look-and-feel out of home in 6 major US cities (transit, billboards, and street furniture)—bundled on top of TV, OTT, organic search, and paid growth channels (paid social, direct mail, and affiliate marketing).

Our models, @planetdrew and @cheerachoo got such a kick out of seeing their images at the Broadway/Lafayette station. All of our models and crew were such a joy to work with, it made the effort all the sweeter.