https://benpetersen.info BEN PETERSEN Thu, 05 Mar 2026 20:04:49 +0000 https://benpetersen.info en https://benpetersen.info/Morey-Rebrand Thu, 05 Mar 2026 20:04:49 +0000 BEN PETERSEN https://benpetersen.info/Morey-Rebrand Morey is a 90-year old company built on pioneering radio technology and manufacturing innovation. As a company that operates behind the scenes doing telematics and fleet tracking, they had a suite of new products in the works, and they were ready to step into the foreground. With a strategy built around beautiful, intentional hardware and extensive manufacturing prowess, we brought the brand into the present without losing site of their roots. Brand Design Campaign ConceptingArt Direction Photo/Video Direction Rendering DirectionCopy Direction Created with: Next Photography:&nbsp;Leigh Ann Cobb Video: Matt Johnston Rendering partner:&nbsp;Seun Jubril Web development:&nbsp;Tyler McRobertMotion design partner: Ganzo <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/fe2c5969576ebb9e6c17b339026eb63bf1eaf1da393e0f24ebda6f6d29be2398/Morey_Brand-Campaign.jpeg" data-mid="245673431" border="0" src="https://freight.cargo.site/w/1000/i/fe2c5969576ebb9e6c17b339026eb63bf1eaf1da393e0f24ebda6f6d29be2398/Morey_Brand-Campaign.jpeg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/28d3ac55d4772ef1c613e9ec5310794ebea57da5320180c2d7f3a9c1716629c4/Morey_Brand-Campaign4.jpeg" data-mid="245673433" border="0" src="https://freight.cargo.site/w/1000/i/28d3ac55d4772ef1c613e9ec5310794ebea57da5320180c2d7f3a9c1716629c4/Morey_Brand-Campaign4.jpeg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/c0f16e1fe46a5f987c3ce31701bed1524a9f4fdfd8688ad18a1e0121cb74ee25/Morey_Brand-Campaign5.jpeg" data-mid="245673434" border="0" src="https://freight.cargo.site/w/1000/i/c0f16e1fe46a5f987c3ce31701bed1524a9f4fdfd8688ad18a1e0121cb74ee25/Morey_Brand-Campaign5.jpeg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/e2b27272d964aa738dc2436bed9800eb26637b41b20d13042708bcdc1180b3b9/Morey_Brand-Campaign6.jpeg" data-mid="245673435" border="0" src="https://freight.cargo.site/w/1000/i/e2b27272d964aa738dc2436bed9800eb26637b41b20d13042708bcdc1180b3b9/Morey_Brand-Campaign6.jpeg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/04b693d8b40c5bfa0b2aae9d05aa7020a3f6f3b5245d6a3e652acbb7d9b307dd/Morey_Brand-Campaign7.jpeg" data-mid="245673436" border="0" src="https://freight.cargo.site/w/1000/i/04b693d8b40c5bfa0b2aae9d05aa7020a3f6f3b5245d6a3e652acbb7d9b307dd/Morey_Brand-Campaign7.jpeg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/f5bfbb1496802badc2f293b0ef3eec471f431175fc493e054c85f7eb74da4090/Morey_Brand-Campaign8.jpeg" data-mid="245673437" border="0" src="https://freight.cargo.site/w/1000/i/f5bfbb1496802badc2f293b0ef3eec471f431175fc493e054c85f7eb74da4090/Morey_Brand-Campaign8.jpeg" /> https://benpetersen.info/Hot-n-Now-Brand-Refresh Thu, 09 Oct 2025 22:37:46 +0000 BEN PETERSEN https://benpetersen.info/Hot-n-Now-Brand-Refresh Cult-favorite midwest burger chain Hot 'n Now was under new ownership—recharged and ready for a new generation of fast food lovers. When they reached out for a rebrand, the task was clear—keep the original intact while refreshing the voice and visuals surrounding it. What emerged was a brand that found its place in a crowded market by rolling back the fast food conversation to its simpler roots: food done right, and right now. To inform the launch campaign, we dug into Reddit, YouTube, Facebook, and other spaces where Hot 'n Now rememberers gather. To connect with this audience, we prioritized digital and social, keeping it bold, fast, and real. Brand Design Campaign ConceptingArt Direction Photo/Video DirectionCopy Direction Created with: Next Photo &amp; Video: Proton Studio Styling: Grace Kelly <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/25b2abd352fc2132c0810f1fccddad3cf70755be12132687610e21578c6f6535/Hot--n-Now-Launch-Campaign.jpg" data-mid="239215776" border="0" src="https://freight.cargo.site/w/1000/i/25b2abd352fc2132c0810f1fccddad3cf70755be12132687610e21578c6f6535/Hot--n-Now-Launch-Campaign.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/66895e058f4df4f74af6d78568855c8cb9e3a0e3d420b691bcb4b89742e068c2/Hot--n-Now-Launch-Campaign3.jpg" data-mid="239215777" border="0" src="https://freight.cargo.site/w/1000/i/66895e058f4df4f74af6d78568855c8cb9e3a0e3d420b691bcb4b89742e068c2/Hot--n-Now-Launch-Campaign3.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/7356fd150ad38b217e306f214d06fc9dfdd74417f64080b4bfb5f019d3fd4b0d/Hot--n-Now-Launch-Campaign4.jpg" data-mid="239215778" border="0" src="https://freight.cargo.site/w/1000/i/7356fd150ad38b217e306f214d06fc9dfdd74417f64080b4bfb5f019d3fd4b0d/Hot--n-Now-Launch-Campaign4.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/ae2f2a493fcc15e357484da4d53e8dcc5f95fae862991c50dd9df3646fcc859e/Hot--n-Now-Launch-Campaign7.jpg" data-mid="239215779" border="0" src="https://freight.cargo.site/w/1000/i/ae2f2a493fcc15e357484da4d53e8dcc5f95fae862991c50dd9df3646fcc859e/Hot--n-Now-Launch-Campaign7.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/2956c6ae3b4caa187934f7f3d26c76adcf55b4e3617c3746bad11627f71a03a4/Hot--n-Now-Launch-Campaign9.jpg" data-mid="239215780" border="0" src="https://freight.cargo.site/w/1000/i/2956c6ae3b4caa187934f7f3d26c76adcf55b4e3617c3746bad11627f71a03a4/Hot--n-Now-Launch-Campaign9.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/345d551f607121786f914b2d49619c3e095575b99af672e7a6604a8470b43ae3/Hot--n-Now-Launch-Campaign10.jpg" data-mid="239215781" border="0" src="https://freight.cargo.site/w/1000/i/345d551f607121786f914b2d49619c3e095575b99af672e7a6604a8470b43ae3/Hot--n-Now-Launch-Campaign10.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/305abee9e5ce4cefd1c483f916e892548b756f935c28b72d0322ef889aa9e7df/Hot--n-Now-Launch-Campaign11.jpg" data-mid="239215782" border="0" src="https://freight.cargo.site/w/1000/i/305abee9e5ce4cefd1c483f916e892548b756f935c28b72d0322ef889aa9e7df/Hot--n-Now-Launch-Campaign11.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/2a5c01287485df4d671a13bcdb2a1dc3864acc933440bb0d6198ba4ce831b38d/Hot--n-Now-Launch-Campaign13.jpg" data-mid="239215783" border="0" src="https://freight.cargo.site/w/1000/i/2a5c01287485df4d671a13bcdb2a1dc3864acc933440bb0d6198ba4ce831b38d/Hot--n-Now-Launch-Campaign13.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/a9a252065d0374fe3aa1326e13312dd28e12bb6f4b139dcd439b66797000a2a0/Hot--n-Now-Launch-Campaign14.jpg" data-mid="239215784" border="0" src="https://freight.cargo.site/w/1000/i/a9a252065d0374fe3aa1326e13312dd28e12bb6f4b139dcd439b66797000a2a0/Hot--n-Now-Launch-Campaign14.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/436ab4d14d365357280f35f1f50b6b5741bc631da7f137e535cde85a61dc3da0/Hot--n-Now-Launch-Campaign15.jpg" data-mid="239215785" border="0" src="https://freight.cargo.site/w/1000/i/436ab4d14d365357280f35f1f50b6b5741bc631da7f137e535cde85a61dc3da0/Hot--n-Now-Launch-Campaign15.jpg" /> https://benpetersen.info/Gran-Sazon-Rebrand Thu, 09 Oct 2025 19:59:19 +0000 BEN PETERSEN https://benpetersen.info/Gran-Sazon-Rebrand Gordon Food Service's owned brand, Gran Sázon, was losing traction in the market, finding difficulties competing with national brands such as Ortega and Old El Paso. Many customers didn't realize the breadth of selection in the line's offering and the diverse Latin cuisines represented. We went to work developing a broad, product-focused brand reminiscent of hand-painted signs and street-festival energy. Two distinct colorways differentiated mainstream flavors from regional ones, with an expanded color palette supporting through photography and video. The result? A vibrant brand that celebrates the diversity of Latin cuisine from festival flavors to dinner tables. Brand Concepting &amp; DesignArt Direction Photo/Video DirectionCopy Direction Created with: Next Logotype: Ingrid Hop Photography: Stacy Feyer-SaloVideo: 82 Productions Food Styling: Jason WheelerMotion design partner: Ganzo Rendering partner: Two Are <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/93d716b8cf9e0b054fd7db34c93228cc82ddd1b81eb9a1071483a8bed22eea52/GFSB-24008_Gran-Sazon-Rebrand_DECK3.jpg" data-mid="239210360" border="0" src="https://freight.cargo.site/w/1000/i/93d716b8cf9e0b054fd7db34c93228cc82ddd1b81eb9a1071483a8bed22eea52/GFSB-24008_Gran-Sazon-Rebrand_DECK3.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/2792ac29dbd0eb0870d059382c816b66c092b2189b49b3f014c639739356e715/GFSB-24008_Gran-Sazon-Rebrand_DECK4.jpg" data-mid="239210361" border="0" src="https://freight.cargo.site/w/1000/i/2792ac29dbd0eb0870d059382c816b66c092b2189b49b3f014c639739356e715/GFSB-24008_Gran-Sazon-Rebrand_DECK4.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/3f8e2b59e29545dd2799b0d032c4c0b0f4a63f1b3158c031cbfeca20a842ffab/GFSB-24008_Gran-Sazon-Rebrand_DECK5.jpg" data-mid="239210362" border="0" src="https://freight.cargo.site/w/1000/i/3f8e2b59e29545dd2799b0d032c4c0b0f4a63f1b3158c031cbfeca20a842ffab/GFSB-24008_Gran-Sazon-Rebrand_DECK5.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/c95e68765644fb485b25a6c992f62c2176ba45f062f02144e79eb243d5ce3907/GFSB-24008_Gran-Sazon-Rebrand_DECK6.jpg" data-mid="239210363" border="0" src="https://freight.cargo.site/w/1000/i/c95e68765644fb485b25a6c992f62c2176ba45f062f02144e79eb243d5ce3907/GFSB-24008_Gran-Sazon-Rebrand_DECK6.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/568bbe4d319fa0563008336beefc86dbcd6397282dfffdebdb83fe173778d245/GFSB-24008_Gran-Sazon-Rebrand_DECK7.jpg" data-mid="239210364" border="0" src="https://freight.cargo.site/w/1000/i/568bbe4d319fa0563008336beefc86dbcd6397282dfffdebdb83fe173778d245/GFSB-24008_Gran-Sazon-Rebrand_DECK7.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/161f28633bcec7a756ce8115c9c03251538df9f7340f79f15f81907e82758924/GFSB-24008_Gran-Sazon-Rebrand_DECK8.jpg" data-mid="239210365" border="0" src="https://freight.cargo.site/w/1000/i/161f28633bcec7a756ce8115c9c03251538df9f7340f79f15f81907e82758924/GFSB-24008_Gran-Sazon-Rebrand_DECK8.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/f5fdbff0be7b03d50d6f51463f9fe0e08935afaa692aafb2b3812a02fa09cbb3/GFSB-24008_Gran-Sazon-Rebrand_DECK9.jpg" data-mid="239210366" border="0" src="https://freight.cargo.site/w/1000/i/f5fdbff0be7b03d50d6f51463f9fe0e08935afaa692aafb2b3812a02fa09cbb3/GFSB-24008_Gran-Sazon-Rebrand_DECK9.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/d59fbc31efb95933128438a18bfb130fd5454736641ffcda8222a767a3da6ef0/GFSB-24008_Gran-Sazon-Rebrand_DECK11.jpg" data-mid="239210368" border="0" src="https://freight.cargo.site/w/1000/i/d59fbc31efb95933128438a18bfb130fd5454736641ffcda8222a767a3da6ef0/GFSB-24008_Gran-Sazon-Rebrand_DECK11.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/4875501ef82dff39c40f2687975e66946b98b9ca28bb68fa25f9a200843fbefe/GFSB-24008_Gran-Sazon-Rebrand_DECK12.jpg" data-mid="239210369" border="0" src="https://freight.cargo.site/w/1000/i/4875501ef82dff39c40f2687975e66946b98b9ca28bb68fa25f9a200843fbefe/GFSB-24008_Gran-Sazon-Rebrand_DECK12.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/4606b0ce6d232bd43e4258e6a2aa150cd208a6f4499ce23d66a9f7c82509d34b/GFSB-24008_Gran-Sazon-Rebrand_DECK14.jpg" data-mid="239210371" border="0" src="https://freight.cargo.site/w/1000/i/4606b0ce6d232bd43e4258e6a2aa150cd208a6f4499ce23d66a9f7c82509d34b/GFSB-24008_Gran-Sazon-Rebrand_DECK14.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/be34edb51150547329bd7807d59b4088e9053e18603eac99d4226cc43cb935ab/GFSB-24008_Gran-Sazon-Rebrand_DECK13.jpg" data-mid="239210370" border="0" src="https://freight.cargo.site/w/1000/i/be34edb51150547329bd7807d59b4088e9053e18603eac99d4226cc43cb935ab/GFSB-24008_Gran-Sazon-Rebrand_DECK13.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/0f704cb845975406dfa52b3831f3961d8b5e5fffdd13d3b7f7e19518e885e75d/GFSB-24008_Gran-Sazon-Rebrand_DECK15.jpg" data-mid="239210372" border="0" src="https://freight.cargo.site/w/1000/i/0f704cb845975406dfa52b3831f3961d8b5e5fffdd13d3b7f7e19518e885e75d/GFSB-24008_Gran-Sazon-Rebrand_DECK15.jpg" /> https://benpetersen.info/JR-Automation-Brand-Campaign Sat, 14 Dec 2024 20:29:56 +0000 BEN PETERSEN https://benpetersen.info/JR-Automation-Brand-Campaign JR Automation is a global leader in the automation industry. While they had a great base brand identity, it was starting to show its age. A fresh look was needed to match the cutting-edge automation solutions they provide. The confidential nature of their work left them often wanting imagery. This led us to concept and design a set of abstract animations based on high-level automation processes. These became a cornerstone of a refreshed brand and a highlight of the suite of identity and sales materials. Brand Concepting &amp; DesignArt Direction Photography DirectionCopy Direction Created with: Next Photography: Geoff ShirleyRendering partner: Dart Frog Creative Motion design partner: Ganzo <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/8940f838b0db834ee3e35e09ce0708469c90cbab5e0ab819abcfb07b2d4b0813/JR-Automation_Brand-Rollout_22.jpg" data-mid="223387803" border="0" src="https://freight.cargo.site/w/1000/i/8940f838b0db834ee3e35e09ce0708469c90cbab5e0ab819abcfb07b2d4b0813/JR-Automation_Brand-Rollout_22.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/98b1ec29475410623cf74bffe01fa35f867517c1ed2b2a09aa623f1b68a6c737/JR-Automation_Brand-Rollout_24.jpg" data-mid="223387805" border="0" src="https://freight.cargo.site/w/1000/i/98b1ec29475410623cf74bffe01fa35f867517c1ed2b2a09aa623f1b68a6c737/JR-Automation_Brand-Rollout_24.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/807757e751ed24f452e3ea3d4b187a80afdfc7ec8e401bc9c4a92c2a69481cf3/JR-Automation_Brand-Rollout_23.jpg" data-mid="223387804" border="0" src="https://freight.cargo.site/w/1000/i/807757e751ed24f452e3ea3d4b187a80afdfc7ec8e401bc9c4a92c2a69481cf3/JR-Automation_Brand-Rollout_23.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/b134a8475cc7f165baf7305107604ecbd83fddd4056547b4efa9a332ae65ca91/JR-Automation_Brand-Rollout_25.jpg" data-mid="223387806" border="0" src="https://freight.cargo.site/w/1000/i/b134a8475cc7f165baf7305107604ecbd83fddd4056547b4efa9a332ae65ca91/JR-Automation_Brand-Rollout_25.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/57265d5aea469a8183035c6d22e04e92a02b088eb17b727ec5ded47e87ecce71/JR-Automation_Brand-Rollout_26.jpg" data-mid="223387808" border="0" src="https://freight.cargo.site/w/1000/i/57265d5aea469a8183035c6d22e04e92a02b088eb17b727ec5ded47e87ecce71/JR-Automation_Brand-Rollout_26.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/ec183c6869a4e18e958f14a8d28e461e0130f4c325d575128ca13f8bb7aa8705/JR-Automation_Brand-Rollout_27.jpg" data-mid="223387809" border="0" src="https://freight.cargo.site/w/1000/i/ec183c6869a4e18e958f14a8d28e461e0130f4c325d575128ca13f8bb7aa8705/JR-Automation_Brand-Rollout_27.jpg" /> https://benpetersen.info/Tommy-s-Express-Brand-Campaign Sat, 14 Dec 2024 22:59:35 +0000 BEN PETERSEN https://benpetersen.info/Tommy-s-Express-Brand-Campaign Tommy’s Express has built a national reputation for being in the top of its class in both car wash experience and technology. Tommy’s had an opportunity—to endear itself to its customers by tying the car wash experience and the idea of loving your ride to the self-expression inherant in car ownership. Leaning into short punchy statements, larger-than-life personas, clean cars, and Tommy’s signature red, the “Express Yourself” campaign positions Tommy’s Express as a bold industry leader that hasn’t lost its personality. Campaign Concepting &amp; DesignArt Direction Photography DirectionCopy Direction Created with: Next Photography:&nbsp;Dean Van DisStyling: Grace Kelly Hair &amp; Makeup: Kathy Price&nbsp; Lighting, Crew, &amp; Studio Services: Lowing StudiosMotion design partner: Ganzo <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/da08006034abed6a1a6a70612225ddf33ff2855a3346ed0d7d8e6702e08b64ee/TOM-23003_Campaign-Execution--24_22.jpg" data-mid="223387725" border="0" src="https://freight.cargo.site/w/1000/i/da08006034abed6a1a6a70612225ddf33ff2855a3346ed0d7d8e6702e08b64ee/TOM-23003_Campaign-Execution--24_22.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/1c89f9b5c3f809566dfb395b6e3c599880d1b395962d6ab3c6b42fc39f51bf5e/TOM-23003_Campaign-Execution--24_23.jpg" data-mid="223387726" border="0" src="https://freight.cargo.site/w/1000/i/1c89f9b5c3f809566dfb395b6e3c599880d1b395962d6ab3c6b42fc39f51bf5e/TOM-23003_Campaign-Execution--24_23.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/1cc029e44deb291801c9ee4c05f3d6ee3c25d0c97e02bfcc4044735f16810111/TOM-23003_Campaign-Execution--24_2.jpg" data-mid="223387724" border="0" src="https://freight.cargo.site/w/1000/i/1cc029e44deb291801c9ee4c05f3d6ee3c25d0c97e02bfcc4044735f16810111/TOM-23003_Campaign-Execution--24_2.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/d2b61101cf018b01a46ad49825dbb53503efb8748d786a257c69f1154d80ab6b/TOM-23003_Campaign-Execution--24_24.jpg" data-mid="223387727" border="0" src="https://freight.cargo.site/w/1000/i/d2b61101cf018b01a46ad49825dbb53503efb8748d786a257c69f1154d80ab6b/TOM-23003_Campaign-Execution--24_24.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/20c481a784c463649d20011f848fe2e85590f48dfbaebd30249ab66c24e49644/TOM-23003_Campaign-Execution--24_27.jpg" data-mid="225424312" border="0" src="https://freight.cargo.site/w/1000/i/20c481a784c463649d20011f848fe2e85590f48dfbaebd30249ab66c24e49644/TOM-23003_Campaign-Execution--24_27.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/c56da1aa15c622394539cc7652621667191ae292ed204cf3a2dcab98aff933b7/TOM-23003_Campaign-Execution--24_25.jpg" data-mid="223387729" border="0" src="https://freight.cargo.site/w/1000/i/c56da1aa15c622394539cc7652621667191ae292ed204cf3a2dcab98aff933b7/TOM-23003_Campaign-Execution--24_25.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/ca602a3fb6d78d5d3f28550f0b477d63bd6a30df84b514502d37c2efb1c6b6e1/TOM-23003_Campaign-Execution--24_26.jpg" data-mid="223387730" border="0" src="https://freight.cargo.site/w/1000/i/ca602a3fb6d78d5d3f28550f0b477d63bd6a30df84b514502d37c2efb1c6b6e1/TOM-23003_Campaign-Execution--24_26.jpg" /> https://benpetersen.info/GFS-125th-Anniversary-Branding Sun, 15 Dec 2024 00:49:21 +0000 BEN PETERSEN https://benpetersen.info/GFS-125th-Anniversary-Branding Gordon Food Service was coming up on 125 years dedicated to creating “good” in the communities it serves. To prove this out, we dug back through their archives to concept a campaign that celebrated where they’ve been and what’s ahead. We managed all aspects of the campaign including anniversary branding, structural and visual design of a traveling exhibit, as well as concepting, content gathering, writing, designing, directing photography for, and production managing a cookbook titled&nbsp;125 Years of Good. Brand Concepting &amp; DesignArt Direction Experience DesignPhotography DirectionCopy Direction Created with: NextMotion design partner: Ganzo Portfolio Photography: Brad Bruce <img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/d98c7e4d6b0d721dc6ea874bacf9593f6142a3270770dbc6e8bf97e9c38d66c2/GFS_125thAnniversary_CaseStudy31.jpg" data-mid="237198205" border="0" src="https://freight.cargo.site/w/1000/i/d98c7e4d6b0d721dc6ea874bacf9593f6142a3270770dbc6e8bf97e9c38d66c2/GFS_125thAnniversary_CaseStudy31.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/8779a4afa94dd91c4762113c3a659f8fde7588268584cb4f3ff15f4d0196fa1d/GFS-21034_125th-Cookbook.jpg" data-mid="223387349" border="0" src="https://freight.cargo.site/w/1000/i/8779a4afa94dd91c4762113c3a659f8fde7588268584cb4f3ff15f4d0196fa1d/GFS-21034_125th-Cookbook.jpg" /> https://benpetersen.info/Gordon-Choice-I-m-Plant-Based-Branding Mon, 16 Dec 2024 03:43:23 +0000 BEN PETERSEN https://benpetersen.info/Gordon-Choice-I-m-Plant-Based-Branding Gordon Food Service was looking to differentiate its burgeoning line of plant-based foods in a way that would communicate clearly from store shelves and compete with national brands. What better way to convey this collection’s makeup than to have the food itself say it? We created a multi-lingual talk bubble logomark that proudly declares “I’m Plant-Based”. Alongside an ownable color palette, clean food photography, and a pun-loving voice, the brand found purchase with customers, hitting $1 million in sales in its first year alone. Brand Concepting &amp; DesignArt DirectionCopy Direction Package Design Created with: NextMotion design partner: Ganzo <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/4648e8ec59c66eeab84ad42392af31217f4b35b4cdbe5c876982f99e29de9927/GFS_Im-Plant-Based_Branding_22.jpg" data-mid="223403273" border="0" src="https://freight.cargo.site/w/1000/i/4648e8ec59c66eeab84ad42392af31217f4b35b4cdbe5c876982f99e29de9927/GFS_Im-Plant-Based_Branding_22.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/90b5c477e9b07822b70b67f53123d64003c74647adbcd35cfa9319813f52f16e/GFS_Im-Plant-Based_Branding_2.jpg" data-mid="223403272" border="0" src="https://freight.cargo.site/w/1000/i/90b5c477e9b07822b70b67f53123d64003c74647adbcd35cfa9319813f52f16e/GFS_Im-Plant-Based_Branding_2.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/5e1742afffb779713ff97f994e7ccde53b6d882d16e657a654975c514331305c/GFS_Im-Plant-Based_Branding_27.jpg" data-mid="223403276" border="0" src="https://freight.cargo.site/w/1000/i/5e1742afffb779713ff97f994e7ccde53b6d882d16e657a654975c514331305c/GFS_Im-Plant-Based_Branding_27.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/9aab8c496f73b975451b8f5ee7c9b31e82d1b36996f83e897fb4c63c82fdddc5/GFS_Im-Plant-Based_Branding_26.jpg" data-mid="223403275" border="0" src="https://freight.cargo.site/w/1000/i/9aab8c496f73b975451b8f5ee7c9b31e82d1b36996f83e897fb4c63c82fdddc5/GFS_Im-Plant-Based_Branding_26.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/944f1954114937501202cd7022dd81f14a1d735a5cacdcf1bf8b70a2b519d615/GFS_Im-Plant-Based_Branding_28.jpg" data-mid="223403277" border="0" src="https://freight.cargo.site/w/1000/i/944f1954114937501202cd7022dd81f14a1d735a5cacdcf1bf8b70a2b519d615/GFS_Im-Plant-Based_Branding_28.jpg" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/adf256c8e91665ae4b8b14033964e18efb654c11cef2250966daadd29f6e68fe/GFS_Im-Plant-Based_Branding_29.jpg" data-mid="223403279" border="0" src="https://freight.cargo.site/w/1000/i/adf256c8e91665ae4b8b14033964e18efb654c11cef2250966daadd29f6e68fe/GFS_Im-Plant-Based_Branding_29.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/1a525c26e9663b80d99803a58a4c9dc613a9637ae595f1ca1da4a6662a19c927/GFS_Im-Plant-Based_Branding_25.jpg" data-mid="223403274" border="0" src="https://freight.cargo.site/w/1000/i/1a525c26e9663b80d99803a58a4c9dc613a9637ae595f1ca1da4a6662a19c927/GFS_Im-Plant-Based_Branding_25.jpg" /> https://benpetersen.info/Mill-Steel-Web-Refresh Sun, 15 Dec 2024 18:58:48 +0000 BEN PETERSEN https://benpetersen.info/Mill-Steel-Web-Refresh Mill Steel, one of the largest woman-owned steel service centers in the USA, had just recently gone through a branding effort. The brand refresh had become widely adopted across materials, but it left the website feeling dated. Our task was to keep the brand elements largely intact, but create a website that communicated in a clear, contemporary way, surpassed industry competitors, and evolved the brand to reflect its industry prowess. Alongside a complete messaging overhaul, we created a graphic system built on simple illustrations, rounded corners (derived from the logotype), dimensional icons, sleek typography, and an adjusted color palette that—all together—brought warmth and credibility to the brand. Brand Strategy Digital StrategyUser Experience Website Front-end DesignCreated with: Next, Mighty <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/a7993ac50e00dbd1c2a01f4d38431fe278aee839b50b3fe92a2603dbef496fc6/Mill-Steel_Website6.png" data-mid="223387333" border="0" src="https://freight.cargo.site/w/1000/i/a7993ac50e00dbd1c2a01f4d38431fe278aee839b50b3fe92a2603dbef496fc6/Mill-Steel_Website6.png" /><img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/da69f56eabfc0f47c776abf5d39e54397bbb54eb59e4c25ac711d0fddae13341/Mill-Steel_Website8.png" data-mid="223387334" border="0" src="https://freight.cargo.site/w/1000/i/da69f56eabfc0f47c776abf5d39e54397bbb54eb59e4c25ac711d0fddae13341/Mill-Steel_Website8.png" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/be1458846714e51cb195a26009bc823e177292abd124377429d10bfdf96c4757/Mill-Steel_Website9.png" data-mid="223387335" border="0" src="https://freight.cargo.site/w/1000/i/be1458846714e51cb195a26009bc823e177292abd124377429d10bfdf96c4757/Mill-Steel_Website9.png" /> https://benpetersen.info/125-Years-of-Good Tue, 19 Aug 2025 19:30:19 +0000 BEN PETERSEN https://benpetersen.info/125-Years-of-Good 125 Years of Good was a special initiative celebrating the customers and chefs who have defined the Gordon Food Service story. Next led every step of the process, from concept to content gathering, writing, editing, design, layout, and production management. The team also art-directed photography for all 125 included recipes, infusing each shot with personal details—from plating to place settings—that captured the unique personality of each featured establishment. The resulting cookbook powerfully told the GFS story, showcasing how the company has been bringing good people together over good food for more than a century. Concepting &amp; DesignArt Direction Photography DirectionCopy Direction Production Management Created with: Next Food Photography: Big Event Studios Food Styling: Joanie Homric Portfolio Photography: Proton Studio <img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/cd7a52db146661578d96ed6058cac8783c6053be2d1ffe3d11223361a18929f0/GFS-125th-Anniversary-Cookbook.jpg" data-mid="237210181" border="0" src="https://freight.cargo.site/w/1000/i/cd7a52db146661578d96ed6058cac8783c6053be2d1ffe3d11223361a18929f0/GFS-125th-Anniversary-Cookbook.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/0c84566f446aad504081e2e00e1caa1c5c66451c7570c4f575fa066e1964bac9/GFS-125th-Anniversary-Cookbook2.jpg" data-mid="237210182" border="0" src="https://freight.cargo.site/w/1000/i/0c84566f446aad504081e2e00e1caa1c5c66451c7570c4f575fa066e1964bac9/GFS-125th-Anniversary-Cookbook2.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/51edbece6488a21ff1758923cf4835a4e99234799e8afab9911e88ba6b4c4bb4/GFS-125th-Anniversary-Cookbook3.jpg" data-mid="237210183" border="0" src="https://freight.cargo.site/w/1000/i/51edbece6488a21ff1758923cf4835a4e99234799e8afab9911e88ba6b4c4bb4/GFS-125th-Anniversary-Cookbook3.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/3b28015ec66a0d6d974f58aa93e3f62eb8162eb1bb9da148a81066279364ec13/GFS-125th-Anniversary-Cookbook4.jpg" data-mid="237210184" border="0" src="https://freight.cargo.site/w/1000/i/3b28015ec66a0d6d974f58aa93e3f62eb8162eb1bb9da148a81066279364ec13/GFS-125th-Anniversary-Cookbook4.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/d2d2a154d62df5a4bdf7ddccc34a808794ab75c8dad134428db201c9db564991/GFS-125th-Anniversary-Cookbook5.jpg" data-mid="237210185" border="0" src="https://freight.cargo.site/w/1000/i/d2d2a154d62df5a4bdf7ddccc34a808794ab75c8dad134428db201c9db564991/GFS-125th-Anniversary-Cookbook5.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/9c1ec9dec5fec78977062cb2e16c1c9eaaa95e2a286d23667ffb171d3a1f1474/GFS-125th-Anniversary-Cookbook6.jpg" data-mid="237210186" border="0" src="https://freight.cargo.site/w/1000/i/9c1ec9dec5fec78977062cb2e16c1c9eaaa95e2a286d23667ffb171d3a1f1474/GFS-125th-Anniversary-Cookbook6.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/019d69cde46d7265ee0d94c07bb20a324fc38c40d80a76c238e17c199c2b9259/GFS-125th-Anniversary-Cookbook7.jpg" data-mid="237210187" border="0" src="https://freight.cargo.site/w/1000/i/019d69cde46d7265ee0d94c07bb20a324fc38c40d80a76c238e17c199c2b9259/GFS-125th-Anniversary-Cookbook7.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/dcd53101da6568c773c95aedd559c957b73ee53d19b0ae38a3cc476a5fae4264/GFS-125th-Anniversary-Cookbook8.jpg" data-mid="237210188" border="0" src="https://freight.cargo.site/w/1000/i/dcd53101da6568c773c95aedd559c957b73ee53d19b0ae38a3cc476a5fae4264/GFS-125th-Anniversary-Cookbook8.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/7bc0bb3870db5e5634f5776a7781c6e38b62ea091328bf84b03f45ef82ac3dcd/GFS-125th-Anniversary-Cookbook9.jpg" data-mid="237210189" border="0" src="https://freight.cargo.site/w/1000/i/7bc0bb3870db5e5634f5776a7781c6e38b62ea091328bf84b03f45ef82ac3dcd/GFS-125th-Anniversary-Cookbook9.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/96ca6d7a9469af24951e7c6389ee926f410e75f7934102f8a9cece5ee0df28e4/GFS-125th-Anniversary-Cookbook10.jpg" data-mid="237210190" border="0" src="https://freight.cargo.site/w/1000/i/96ca6d7a9469af24951e7c6389ee926f410e75f7934102f8a9cece5ee0df28e4/GFS-125th-Anniversary-Cookbook10.jpg" /><img width="3500" height="1969" width_o="3500" height_o="1969" data-src="https://freight.cargo.site/t/original/i/22a0e39fde74d2f65cacce4ac6a1cc15d4630629c82044a5f66ca4e4981e0fc2/GFS-125th-Anniversary-Cookbook11.jpg" data-mid="237210191" border="0" src="https://freight.cargo.site/w/1000/i/22a0e39fde74d2f65cacce4ac6a1cc15d4630629c82044a5f66ca4e4981e0fc2/GFS-125th-Anniversary-Cookbook11.jpg" /> https://benpetersen.info/McKay-Tower-Branding Sun, 13 Mar 2022 19:20:25 +0000 BEN PETERSEN https://benpetersen.info/McKay-Tower-Branding Iconic. Beautiful. And Tribally owned. During their acquisition of McKay Tower, the investment arm of the Gun Lake Tribe reached out to Next to bring a fresh look to a distinguished icon of the Grand Rapids skyline. We worked closely with both McKay Tower management and Rockford Construction to concept and create an elevated modern identity rooted in heritage. 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