Project Description

"Creativity is at our core and it's in everything we do." Since setting that phrase as our mantra during our identity redesign in 2010, BAKER has challenged itself to live up to an exceptionally high bar creatively. As a culture of creative individuals, where everyone is inherently unique in their own way though invariably part of the larger collective whole, we pride ourselves on our differences as well as our similarities. It is with this lofty level of careful consideration that we set out to design a holiday card that would not only put a meaningful twist on the traditional seasonal mailer, but also encompass our entire creative community. From creative to accounting, everyone at BAKER was invited to creatively 'sign' the card by developing an icon based on the idea of something for which they were thankful. A variety of ideas were submitted ranging from big picture blessings to life's little pleasures with a wide breadth of icons making up our final selections. Collectively, the icons were then artfully arranged to make up a unifying red cross in honor of the donation we have made to help the victims affected by Super Storm Sandy. In addition to the final printed piece, a behind the scenes video was then also produced internally and posted on bkrdsn.com, showcasing the people who make BAKER what it is and adding an extra layer of personal connection to the meaning behind each individual icon.