ProjectVisual and sonic identity for Seoul-based experience design agency Bauerlab
ChallengeAs Bauerlab transitioned from a regional studio specializing in video for performance to a global agency focusing on entertainment and experience design, they required a new identity to convey their unique approach of “intertwining technology and life experiences” on the world stage.
ApproachGAUZE worked directly with the Bauerlab executive team to develop a visual identity and sound signature that reconnect the brand with its founding spirit: human and expansive, with technology and courageous storytelling at its heart.
ProjectBrand marketing for NYT Wirecutter
ChallengeIncrease awareness of Wirecutter, the product recommendation service from The New York Times
ApproachLeading multidisciplinary teams from across the Times, we developed a system of seasonal and evergreen creative that helps readers learn how they can “outsource the work” when deciding what (and whether) to buy.
ContextPrint and digital launch materials for SALT, the pioneering arts and culture organization in Beyoğlu, Istanbul. Instead of a logo, the visual identity employs a regularly shifting cycle of guest designs for the letters “SALT” in the organization’s primary typeface, Kraliçe.
Identity concept: Project Projects
Kraliçe typeface 1.0: Timo Gaessner
ProblemWirecutter, the product recommendation service acquired by The New York Times in 2016, had not refreshed its experience or overall strategy in several years. Endlessly imitated by its competitors, it found itself undifferentiated and increasingly seen as a last mile check rather than a comprehensive decision-making resource.
ApproachWe drafted a long-term experience vision for Wirecutter, then worked with cross-functional partners at the Times to build a proposal, project team, and ultimately tackle the 3-5 year strategy for the brand. To drive the transformation internally, we also developed a new strategic framework, including a revised mission, vision, and supporting brand components. The new strategy is rooted in an expanded, “whole life” approach — its ambition is to transform Wirecutter from a transactional resource to a go-to, everyday lifestyle destination.
ChallengeWe were commissioned by YYZBOOKS to design this volume covering various art practices that have been “embedded” in corporate and other non-traditional contexts.
ApproachWe employed limited color and an overlapping system of text and image to “embed” the project’s content and wayfinding within itself while hitting a tight budget/page count.
Editor: Marisa Jahn
Publisher: YYZBOOKS, Toronto
ChallengeAfter various identity, positioning, and brand architecture projects, Wirecutter needed a central reference for its visual and verbal identity.
ApproachTaking a comprehensive approach encompassing product, marketing, social, and editorial usage, we developed consolidated brand guidelines covering typography, rule systems, color, photography, illustration, and how they all work together to convey the brand’s personality — logical and direct, but always human.
GAUZE is a brand identity and experience design studio in New York.
We enjoy reconciling diverse, experimental approaches to design and communication with the messy realities of day to day use. We’ve worked with global news and financial organizations, local arts and environmental non-profits, artists, museums, hotels, and a variety of people, businesses, and situations in between.
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Brand identity systems
Editorial design
Product design
Sound design
Integrated marketing
Structuring and scaling teams
Name development
Strategic visioning
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