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The beloved but elusive Pal’s Patty melt, here today, gone tomorrow. We were inspired by the name Patty and that the sandwich goes missing for long stretches of time, so we imagined a noir world where our femme fatale Patty would return after a long hiatus. This spot highlights a new question the private investigator in each of us is yearning to know: the patty melt is back—but for how long?
ID Wealth, an up-and-coming wealth management group, tasked our creative team with designing their entire brand identity from scratch. The objective was to combine the company's mission, decoding the financial DNA of their customers, with the founders' goal to provide honest and professional financial advice. The final ID Wealth logo melds concepts including "candle sticks," an icon used in financial charts, the symbol of a DNA helix, and the path of an upward trajectory into an iconic brand identity.