Brand consulting, naming and brand identity design for Elmer’s line of commercial and fine arts foam board. We knew right away we wanted to have “CORE” in the name. We also felt an all-typographic solution would be more valuable than a separate logo or symbol. Shorter. Simpler.

In commercial and b2b sales, you can be sure of one thing — your prospects are often sales professionals working from a desk or office where notes are handy. It’s the one place pen and paper still win for their convenience.  

Advertising was visually-driven with large high-quality photographs to show surface textures like canvas, cork, chalk board and metallics