Matinee Creative

Are there forces that seem determined to keep Indiana from becoming the best version of itself?

Sadly, yes.

Are there others pushing in the opposite direction? Happily, yes. Health by Design is one of them.

One of the highlights of our fall was helping them refresh the branding for the Indiana Walk & Bike Summit: a two-day event that brings together people from across the state to imagine healthier, more human ways of moving through the world.

Our goal was to give the event the energy to match its participants—a look that’s part bicycle, part Indiana pride (that badge hides a subtle “I”). The result gives Health by Design a bold new voice for a critical gathering. And if it helps make Indiana a little more walkable and bikeable, we’ll happily take our small share of the “w.”

Happy birthday to the one and only. Wise ones know. Salute her if you see her.

Marigold — an Indy institution that celebrates its 36th (!) birthday today — has been supplying with natty duds for years. Recently, we got the chance to return the favor, giving the brand a light makeover while retaining its core DNA: bright, warm, welcoming and, of course, stylish.

A while back, we helped our friends Dan and Jamie brand their new distillery, Hi & Mighty. Great people, *excellent* taste in gin, and a clear idea of what they wanted to build.

We helped name and build the brand, and designed packaging for their first line of spirits and canned cocktails. One of those cocktails—Lemon Shake Up—became kind of a big deal.

Fast forward a couple years, and that one drink has spun off into its own brand: Shake Up. We partnered with the Hi & Mighty team through the entire spin-off process, from research and strategy to brand and packaging design.

This case study is a look at that process. It wasn’t always pretty. A beloved mascot had to say goodbye. But sometimes you have to kill your darlings in order to fly.

Link: https://www.matineecreative.com/shakeup-casestudy/