Profile: Steven Addis

The firm has worked on assignments ranging from the redesign of Pepsi packaging in 1997 and identity work for Intel to agency of record for Ariat, an equestrian footwear and apparel company recently added to the roster.

For Better Place, which offers an automated battery switch system designed for electric vehicles, Addis Creson has created a brand platform and identity program. "It's time to switch from the pump to the plug," says the voiceover to an animated online video the shop created to explain Better Place's mission.

"We have to sell a very complex story in a very simple way," says Addis, whose team is currently working on naming the interface and creating a brand identity for the company's technology system.

Better Place's logo, explains Addis, is designed to express a "blue" planet as well as optimism: "If you flip one component down [as if it were a switch], it creates the teardrop shape. That's the switch from the pump to the plug."

"The success of business and the planet are interlocked," says Addis. "We're simply acknowledging that fact and want to help companies think of ways to market their products in the most sustainable way they can."

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