Strategy & Voice
2 disciplinesRenamed MerchRaise to +Drop. The new name had to (a) stand on its own away from Advoc8, (b) read as relevant 5-to-10 years out, (c) carry the curated-kit category without the legacy SaaS-y MerchRaise framing. The "+" mark anchors the brand visually and works as a compositional element across collateral.
Pinned the brand to three top objectives (communicate the advantage of curated kits, emphasize the seamless experience of +Drop, help clients connect with their customers, communities, and fans), three audience profiles (corporate and non-profit, tech-focused millennial, other agencies), and one tagline: Unexpected moments, unboxed.
- document · Timeline April-June 2020. Authored with Advoc8 client team (Joe Greeley, Carolyn Hallowell, Ben Adams). Defines the three objectives, three audiences, two-register voice, and three message takeaways the rest of the system pays off.+Drop creative brief
Brand & Identity
2 disciplinesPublished brand book, updated July 2021. Covers concept (out-of-the-box and unexpected moments), people (donors, influencer audiences, employees, stakeholders, potential leads), the two-register voice (streamlined-efficient AND unexpected-bold), logo system, full typographic stack with usage rules, and the six-color palette with RGB / CMYK conversions. The book is the deliverable: it carries the system into every internal handoff and external partner brief that comes after the brand launch.
- document · Updated July 2021. Created by Workhorse. The reference document the in-house team carries.+Drop Brand Guidelines
Two-family stack chosen for institutional reach without losing personality. Prompt holds both display (Extra Bold all-caps for product titles, headlines, emphasis) and body (Light for long-form), giving the system one voice across registers. IBM Plex Sans Condensed (Semi Bold) carries large headlines and display text; IBM Plex Sans Mono carries numbers and metadata. The Plex family was designed by Mike Abbink (IBM BX&D) with Bold Monday.
We specialize in thoughtful merch, curated kits, and flawless delivery to the doorsteps of donors, influencer audiences, employees, stakeholders, and potential leads.