BrandWorld // Brand Narrative // Brand Identity // Information Design System // Website // Experiential Platform

DONER, A NEAR CENTURY-OLD STALWART IN A RESURGENT CITY, recast itself into a modern brand capable of attracting other brands needing similar transformation. Undergoing this change was a “physician heal thyself” moment in which the brand foundation processes — a 4C’s investigation, brand architecture, BrandWorld — also became Master Classes for Doner employees.

BrandWorld

The brand emerged with an egalitarian spirit in which the many (rather than the few at the top) lifted the new brand and its new identity — a flexible, modular system with a low-bar to jump in and create.

The tenets of the new Doner brand fueled a brand narrative that now drives an industry-leading new business effort. BrandWorld pillars became the foundation for employee culture ranging from DEI to peer rewards. And, the legacy agency has a fresh new perspective.

In 2022, Doner was named a Standout Agency on Ad Age's 2021 Agency A-list.

Shout out to Photographer Zeke Anders

As head of design // Doner // Detroit // 2018-2021