Underwood Brothers: Logo/trademark
Designed and produced while I was working at Rain Visual Strategy + Design.
Underwood Brothers Company, is the next phase of AAA Landscape. It is one of the largest commercial landscape providers in the Southwest. With landscape and engineering licenses in Arizona, California and Nevada, they are ideally positioned to meet their clients needs.
Challenge: Create a more personal and creative solution to represent their new direction; Ensure new visual direction will work in other geographic areas across United States.
Solution: The primary mark is a representation of the indigenous Manzanita shrub. It's characterized by smooth, orange or red bark and stiff, twisting branches. The natural and organic shrub element paired with a combination of strong and subtle fonts proved to be successful in all of it's branding elements, i.e. stationery, vehicle fleet, uniforms.
Underwood Brothers Company, is the next phase of AAA Landscape. It is one of the largest commercial landscape providers in the Southwest. With landscape and engineering licenses in Arizona, California and Nevada, they are ideally positioned to meet their clients needs.
Challenge: Create a more personal and creative solution to represent their new direction; Ensure new visual direction will work in other geographic areas across United States.
Solution: The primary mark is a representation of the indigenous Manzanita shrub. It's characterized by smooth, orange or red bark and stiff, twisting branches. The natural and organic shrub element paired with a combination of strong and subtle fonts proved to be successful in all of it's branding elements, i.e. stationery, vehicle fleet, uniforms.
Published on:
2011
Branding, Typography, Print Design
- Underwood Brothers
Rebranding of AAA Landscape - Underwood Brothers Company, is the next phase of AAA Landscape. It is one of the largest commercial landscape providers in the Southwest. Over three decades ago, with an old borrowed pickup and a thousand dollars cash, brothers Robert and Richard Underwood started the Company. Their father, a county extension agent, had raised them to care deeply about the land and its keeping. They applied this passion on behalf of their clients and a new business was born.
Today, AAA Landscape provides the most sophisticated, thoughtful and effective landscape construction and management available in the Southwest. With landscape and engineering licenses in Arizona, California and Nevada, they are ideally positioned to meet their clients needs.
Challenge: At the time when AAA Landscape modified it's brand to Underwood Brothers, I was charged with designing a new, more personal and creative solution to represent their new direction. Extensive research led me to adopt a design that represented the primary location of Underwood Brothers (the Sonoran desert), while also allowing for a visually comfortable transition to other geographic areas across the United States.Solution: The primary mark is a representation of the indigenous Manzanita shrub. It's characterized by smooth, orange or red bark and stiff, twisting branches. The natural and organic shrub element paired with a combination of strong and subtle fonts proved to be successful in all of it's branding elements, i.e. stationery, vehicle fleet, uniforms.Designed and produced while working at Rain Visual Strategy + Design 
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Healthy Sprout Deli Lounge is a eatery concept initially developed and designed for a luxury living complex in Phoenix, Arizona.
Challenge: Create an identity and space for a health food eatery.
Solution: I chose the color green as the primary brand color due to it's straightforwardness and authenticity to health. When designing the look of the mark, my objective was to produce a minimal and healthy look with a contemporary and approachable feel.Branding, Design, Icon Design2011 -
To help potential clients, here are answers to frequently asked questions. If you have any other inquires, please contact me. I'm here to help you.Graphic Design, Art Direction, Icon Design2011 -
Designed and produced while I was working at Rain Visual Strategy + Design.
BoydGaming is a leader in the entertainment and gaming industry. With a great story dating back to 1941 and continuing today, they own and operate over a dozen casinos/hotels within the United States. For additional information visit boydgaming.com.
Challenge: Create a Corporate Citizenship Report that would show Boyd Gaming's commitment to the communities where they operate through philanthropic efforts and diversity initiatives; Community, Health and Human Services, Culture, Education, Gaming and General Business Associations.
Solution: I wanted to demonstrate visually Boyd Gaming's "hands-on" approach to community projects. Each image provides a direct link to that application.Graphic Design, Typography, Corporate report, Financial report, Art direction2010 -
Hello! I'm available to talk by telephone, email, or in person if you are the Phoenix area. If you are interested in working with me, please familiarize yourself with the FAQs page above.
If you have questions regarding the information provided on this website, feel free to contact me during working hours, usually 9am-6pm.
Thank you.
Brad Towsley
480.203.7463
brad@bradtowsley.comBranding, Graphic Design, Typography2011 -
This visual identity was created for the client's business supporting the technologies involved in solar-and-hydrogen-powered homes In Phoenix, Arizona.
For additional information, visit www.emagazine.com/archive/2992Branding, Graphic Design, Typography2010 -
I've always been attracted to wine bottle design and their distinctive typography. When designing wine labels I ask myself a few important questions. What kind of wine is this and where was it born? Is it a wine to be aged for several years? If so, how will the typography stand up after those years? Or is it a wine that is meant to be enjoyed while it's young? Should the design/typography suggest something new or old or in some cases, both? Either way, any person who truly appreciates a nice wine can certainly agree that the experience starts at the branding moment when they see that bottle for the first time. Enjoy.Branding, Typography, Graphic Design2010 -
Design agency stationeryBranding, Typography, Graphic Design2010 -
Designed and produced while I was working at Rain Visual Strategy + Design.
From product, Idea to Delivery, International Excellence provides in-depth worldwide experience in consumer good and household appliances. They bring an understanding of every aspect of the outsource process, assembling manufacturing partners and implementing process assurance measures to meet the highest of standards in the industry.
Challenge: Create a mark that would show a concept revolving around the metaphor of global reach in product sourcing & manufacturing and commerce.
Solution: The brandmark was created to represent a single point of discovery while also promoting the idea of a global reach on product sourcing.Branding, Graphic Design, Typography2010 -
Challenge: Create logo/brandmark that would best represent residential and commercial land sales.
Solution: The brandmark was designed to promote expertise and a solid foundation of experience. Using the initials of "J" and "H", and thick lettering, the brandmark instills a sense of strength and knowledge.Branding, Graphic Design, Typography2010 -
Designed and produced while I was working at Rain Visual Strategy + Design.
BoydGaming is a leader in the entertainment and gaming industry. With a great story dating back to 1941 and continuing today, they own and operate over a dozen casinos/hotels within the United States. For additional information visit boydgaming.com.
Challenge: Create an Annual Report that could be used as a visually interesting marketing tool, as well as, inform investors of financial matters, future projects and company direction.
Solution: As most people understand, annual reports are generally uninteresting and bland. The idea behind the design was to immediately draw the reader in and make general information visually interesting. By creating a slightly oversized "newspaper style" layout, with engaging typography and unique printing/binding techniques, the end result was an award winning annual report and a very happy client.Graphic Design, Typography, Print Design, Annual Reports, Financial design2010 -
My hand is the extension of the thinking process - the creative process.
– Tadao AndoGraphic Design, Branding2011 -
Designed and produced while I was working at Rain Visual Strategy + Design.
As the founder and president of Scottsdale Financial Group, Robert J. Smith has advised affluent families, entrepreneurs, executives, and professionals on protecting assets and income for more than 25 years.
Challenge: The concept from beginning to end was to create a clean, sharp and professional brochure which Robert could use during presentations with his clients.
Solution: Create a clean and bold design that would easily describe Robert's work ethic, reputation and experience in financial matters. Through the use of bold colors, the brochure defines the core of his business, i.e. Trust, Protection, Assets.Graphic Design, Typography, Branding2011 -
Some background on these covers and future covers: Simply put, I love books, reading and designing book jackets. The act of creating a single static image to move a person into reading a book has great appeal to me.
As a book jacket designer, i'm charged with:
1. Getting the attention of potential readers;
2. Whether if it's approached from a linear or non-linear way, create an image that reflects the best interests of the story.Editorial Design, Graphic Design, Typography2011 -
This is an area for other design work past and present.
Roaring Fork menu designed and produced while I was working at Rain Visual Strategy + Design.Graphic Design, Typography, Print Design2011 -
Changing Hands Bookstore in Tempe, Arizona and KBAQ Radio hired me to create and design an identity to promote their new program Book Notes. Featuring novels, biographies, memoirs and monographs about classical music, composers, musicians and history, Book Notes is a literary gateway to learning more about the music you love through books.
Challenge: To create and design an identity that appeals to book and music lovers.
Solution: I wanted to create a mark that would immediately be recognized as a combination of music and literature. While not all logos need to be literal in their look, in this case, I believed this to be the appropriate solution. The overall look of the logo is organic in nature, which lends itself nicely to the organic qualities of creating and listening to music and the act of writing and reading books. Fun musical elements mix with the book and its pages.Graphic Design, Typography, Branding2011
