Posts Categorized: Work

Platinum Brand Platform, Identity, Visual System

The Platinum Supplemental Insurance identity is a multi colored open star

Platinum Supplemental Insurance asked Larsen to develop a brand platform, identity, and visual system that would bring continuity to the company’s communications and position them for continued growth. Platinum cares deeply about its customers and employees, and stands firmly behind its mission to provide the best products and services possible while presenting employees with every opportunity to succeed. We wanted to bring those values to life.


  • Brand positioning provides a solid foundation and clearly communicates Platinum’s purpose to the marketplace
  • Key messages speak directly to each of their audiences, bringing the values and benefits of Platinum to life for practical communications
  • Energetic new identity illustrates the trust and connectivity between Platinum, its representatives, and its customers
  • Custom illustrations were commissioned to convey Platinum’s hometown values and connect with customers — many of whom are rural or small town residents
  • Distinctive and flexible visual system helps Platinum stand out among its competitors
  • After implementing the new logo, visual system, and messaging, Platinum saw a nearly 200 percent increase in responses to its recruitment efforts
Platinum Supplemental Insurance Company print materials, including letterhead and business card, support the brand platform Town and country illustrations, which were commissioned by Larsen for Platinum Supplemental Insurance Company's print and digital communications

Orchestra Hall Sign System Hits the Right Note

Seat numbers designed by Larsen at Minnesota's Orchestra Hall

Minneapolis’ Orchestra Hall recently underwent a significant remodel, including an expanded lobby, updated backstage facilities, a refreshed auditorium, improved access for those with disabilities, and other building enhancements. As part of these renovations, Larsen was asked to create a wayfinding plan and sign system that would assist patrons to their various destinations, enhance the concert experience, and align with Orchestra Hall’s stunning new architecture.


  • Both interior and exterior spaces were addressed to ensure a cohesive visitor experience
  • Wayfinding includes pathways to the auditorium, various galleries, and offices
  • Permanent and annual displays celebrate donor contributions
  • Digital displays highlight future events at the box office and bar
  • Simple, timeless materials and a beautiful, practical typeface complement the building’s sleek architecture
Exterior sign at Minnesota Orchestra Hall Orchestra Hall box office signage and display Blue donor wall designed by Larsen at Minnesota's Orchestra Hall


A Sleek New Website for Elkay

This responsive, user-friendly Elkay website offers intuitive navigation and easy-to-find information

Elkay, a leading supplier of stainless steel kitchen and bath products for both residential and commercial installations, came to Larsen for a responsive, user-friendly website with intuitive navigation and easy-to-find information.


  • Extensive discovery phase included significant competitive research, which informed the user experience, site architecture, and overall design
  • Site presents visual and verbal content in a clean, fresh, modern way that is appropriate for both consumer and professional audiences
  • Nearly 30 design templates were developed, along with an extensive functional requirements document to aid in the internal Elkay team’s development of the website
  • Phase two, which will include additional functionality, is scheduled to launch later in 2014
  • The new Elkay website aligns with the company’s other communication pillars

Bold Visual Guidelines for Alcatel-Lucent Enterprise

The Alcatel-Lucent Enterprise visual guidelines designed by Larsen are applied to all print and digital communications

Alcatel-Lucent Enterprise, a communications and networking technologies provider, asked Larsen to establish a set of unique and dynamic visual guidelines that would resonate with a global audience of employees, partners, and system end-users while maintaining a visual connection to the established Alcatel-Lucent corporate brand.


  • Distinct visual system is highly effective and simple to use
  • Circle motif serves as the system’s foundation, using bold color and typography to support a broad range of messages
  • Stunning night photography features people and places in ways that highlight the company’s seamless solutions
  • System works across a broad range of marketing communications: presentations, events, literature, print advertising, digital applications
  • New guidelines help differentiate and establish Alcatel-Lucent Enterprise as an industry thought leader
Bold purple and blue circles and vivid photography are used on the Alcatel-Lucent Enterprise website Large-scale panels illustrating the Alcatel-Lucent visual guidelines

Rapid Refill Visual System Creates a Buzz

The Rapid Refill visual system guidelines feature bees and honeycomb imagery

Rapid Refill, a leading provider of sustainable print solutions, needed a brand refresh. Larsen helped bring energy, consistency, and undeniable buzz to the Rapid Refill visual system.


  • New brand position clarifies Rapid Refill’s core strengths — savings, service, sustainability, and expert print performance
  • Comprehensive visual system uses vibrant hues and honeycomb imagery to suggest productivity and connectivity
  • Variety of colorful, fun bee icons — business bees, consumer bees, specialty bees — represent expertly focused hard work toward a goal
  • Full array of visual templates were developed to support the creation of advertising and marketing materials, both print and digital

Modern Logo, Website for Greene Holcomb Fisher

The Green Holcomb Fisher logo features a blue square with the letters G H F inside with the firm's name next to it in gray stacked type

Since 1995, Greene Holcomb Fisher has had an enviable track record of merger and acquisitions and financial advisory to middle market private and public companies. As the firm continued to grow and change, the partners felt it was important to develop a brand that would not only reflect Greene Holcomb Fisher’s pride and legacy, but also support its position as a best-in-class adviser.


  • The new logo is sleek and modern, with a symbol that reflects the partnership and connectivity between GHF advisors and clients
  • Crisp black, gray, white, and blue color palette works across communications — identity, stationery, pitch books, confidential memorandums, website — and reinforces the professionalism, strength, and sophistication of the GHF brand
  • Distinctive website features a bold palette and custom photography of actual GHF advisors
  • Prominent navigation directs visitors to key areas of the site, ensuring a smooth user experience
  • Series of icons were developed to communicate the range of industries in which GHF has experience
The Greene Holcomb Fisher website is black with contrasting custom photography of actual partners and clients

Larsen Helps Launch New Star Tribune iPad App

A billboard created by Larsen to promote the new Star Tribune iPad app

The Star Tribune chose Larsen to help launch the new Star Tribune iPad app through an integrated print, digital, radio, and outdoor advertising campaign.


  • “It’s in, it’s on, it’s new, it’s now, it’s yours” theme line provides flexibility and consistency
  • Rich photographs from Star Tribune photojournalists link ads to actual news content
  • Full-page newspaper ads feature photos used the same day in the paper — highlighting the timeliness of the iPad app
  • Radio spots also highlight news featured the same day on the Star Tribune iPad app
  • Over 36,000 downloads of iPad app during the campaign
A series of ads developed to promote an iPad app for the Minneapolis Star Tribune

New Work: Wealth Enhancement Group Logo

Wealth Enhancement Group logo is a series of green W shapes in a diamond pattern

As part of a brand repositioning effort, Larsen created a new logo for Wealth Enhancement Group, a financial planning and advisory services firm. The new Wealth Enhancement Group logo needed to better capture the group’s comprehensive expertise and collaborative approach.


  • An interwoven “W” reflects the firm’s strong sense of team and partnership
  • The four-sided identity represents Wealth Enhancement Group’s 360-degree planning approach
  • The graphic is reminiscent of the fine engraving of stock and bond documents
  • An open space in the middle of the mark symbolizes the client’s position at the center of the firm’s planning model
The Wealth Enhancement Group visual system guidelines feature logo usage guidelines Color palette developed Wealth Enhancement Group by Larsen

Deluxe Knowledge Quarterly Boosts Customer Loyalty

The Deluxe Knowledge Quarterly publication designed and written by Larsen

Deluxe Financial Services, adviser to financial institutions and small businesses, turned to Larsen to name, design, structure, write, edit, and produce the Deluxe Knowledge Quarterly, a magazine about customer experience and loyalty, specifically for financial professionals.


  • The goal was to establish thought leadership and stay connected with executive decision makers
  • Informative articles by leading business strategists ensure high readership and provide a strong, visible presence for Deluxe in the financial and small business community
  • Bold photographs and appealing design communicate professionalism. Clear, interesting editorial structure provide consistency quarter-to-quarter, year-to-year
  • In the first four years, over 6,300 financial professionals received KQ magazine — resulting in significant brand awareness and enhanced customer loyalty

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