Ideas Worthy
of a Pen
A.T. Cross hired us to reposition Sheaffer Pens and introduce a new look to attract a younger audience. We reintroduced the white dot that once symbolized a lifetime guarantee, and morphed it into a mark of authenticity, representing the moment of inspiration. We created a campaign coined #WRITEON to encourage the next generation to make their mark.
Founded in 1912, Sheaffer quickly established itself as an innovator and captured a legion of fans. The identity system we created anchors sentiments from the past, without alienating the heritage brand’s core customer. In a time when touchscreens outnumber pens, the white dot is a symbol to capture your thoughts at their most meaningful – the best ideas should be written down, made physical, not typed. To capture Sheaffer’s new audience, we introduced contemporary updates leveraging bold colors mixed with classic, vintage styles from ads from their previous 100 years.
Additional Credits: IndieWhip , Fernando Volken Togni (Illustration), Adam Larson (identity design)