The organization was undergoing a cultural shift, partly due to the great success of Shake Shack and this required a cultural re-balance and a re-think for the overall structure. USHG had enormous power and equity in the various brands and businesses it owned, but they needed to be leveraged better upstream (by the parent brand, USHG). Finally, we needed to demonstrate ambition and experience to attract the best people.
We put meaning and dimension into the USHG parent brand allowing the company to leverage the combined assets and talents of thirteen different brands and businesses. Equally as important was to articulate the company’s mission and clarify its unique qualities to help guide the growing number of employees, brands and businesses.
• Provided a meaningful articulation for the USHG brand
• Positioned all brands for optimal growth potential
• Created a universal brand language that speaks in one voice, with multiple dialogues, to multiple audiences.
"We hired Jared’s company, Velo, to help us build a brand identity – one that would work harder for us across a range of businesses. His curiosity and determination to understand our organization, our team and our family values – and then to reduce it down to its essence and create a unified vision going forward was just what we needed. Beautifully done."
Danny Meyer, CEO, Union Square Hospitality Group