We were pretty psyched when we were contacted to create the brand development + website design for the next major e-commerce brand + website for backpacks; a lifestyle brand to stand behind the name Backpacks.com.



We equated this brand development project to our favorite coffee brand. When someone wants coffee, it is known that a Starbucks run is on the horizon, without thought of  going anywhere else. Not that cute cafe around the corner. Not even that old donut shop, I mean, Dunkin’ Donuts. Sorry double D.
When consumers think ‘backpack’ we wanted them to think Backpacks.com. The company got started on the right foot, seeing they owned the domain backpacks.com. With this strong foundation, helium had a solid platform to position the concept, create the story, define strategy, design the identity, set a tone for photography + videography, coordinate copy writing, then design the website. Backpacks.com was off to become the next big lifestyle brand with a tailored online experience and curated selection of backpacks to carry on your journey through life.

A tailored online experience and curated selection of backpacks to carry on your life journey.

During our discovery meeting, a Backpacks.com team member told us his backpack was like a best friend. It traveled the world with him, carrying his most prized possessions. The necessities of life, the things he did not pack in a suitcase for fear of losing them.

Hmmm.

The Backpacks.com story and its audience began to shape like the congealing of jello in the refrigerator. Nice use of simile, huh? We realized the root of this brand is the relationship a person has with their backpack. Throughout life transitions the one constant, the one continuous resource along the way is a backpack. Always there for the adventure; to support and carry the load so you can enjoy the ride. More than a backpack, it’s a companion for life-travelers.


Once the narrative was composed, the brand strategy fell into place. We positioned Backpacks.com as a brand for life-travelers seeking the perfect backpack to accompany their journey. Backpacks.com offers a curated selection of top brand products through an online tailored customer experience.

Backpacks.com is a timeless brand set to stand strong as the top online backpack retail experience. A refined brand emphasizing the idea that a backpack accompanies you along the journey through life, from childhood to adulthood.


Naturally the identity followed these footsteps. The logo was designed to pay homage to the patch found on so many backpacks throughout history.  A functional design element one thinks of as inherent to the traditional backpack, this diamond shape became our icon. The goal was to own the backpacks space, so why not own the symbol associated with it. We paired the logo with: Along For The Journey. This tagline speaks to our initial story that the backpack is with your on your journey through life, it is the constant accessory that ‘has your back’. And the Backpacks.com brand is with you on that journey.


We drew visual inspiration from all over. A mood board was created to dictate future brand photography, the overall brand mood and style, color palette, language and typography.





With six lifestyle categories, we identified each with a corresponding name and color. The intention was to keep the color tonality sophisticated with the brand while speaking to the individual category. The Outdoor sector, for example, was assigned a deep green to resonate the feeling of nature.


Taking a cinematic photographic approach to visually tell the story of the Backpacks.com lifestyle, we asked our photography + videography team, The Guild Five 45, to make the audience feel as if they are watching a film, peering into intimate life moments. The tone is timeless with a sense of wanderlust + nostalgia. Gray, desaturated cool undertones juxtapose vibrant warmth for visual and verbal imagery that is cinematic. The images below are from the photoshoot for the Backpacks.com brand + website.








In the end, we crafted a unique, curated e-commerce brand experience designed to support a brand with aspirations of dominating the online backpack category, a brand competing with the likes of Amazon.com + Ebags.com. Strategy, identity, still imagery + video, and website design = a brand development + design project we are mighty proud of.


 For more design, inspiration + brand development follow @heliumcreative on Instagram, Facebook + Twitter.

Recently, the helium team took a road trip down to Islamorada for the Parmelee Key broker launch event. If you haven’t been following along, Parmelee Key is a full brand development project we’ve been working on. A development of 10 private, exclusive estate lots on 40 acres on Islamorada in the Florida Keys that we can’t wait to see come to fruition. We blogged about the brand development process a few weeks back.

The broker event was held under a tent amidst palm trees at the water’s edge on a warm, balmy evening.


Guests mingled, enjoyed cocktails, and hor d’oeuvres while watching the Parmelee promotional video and perusing the oversized print brochure we designed.




A live guitarist playing island inspired tunes was the perfect soundtrack for an evening in paradise.

The Parmelee Key brand + marketing collateral we designed exudes the exclusive island lifestyle intended. We’re excited for you to see how the personalized, hand-drawn elements created a truly special piece the client loves!


And of course, the mastermind behind this fabulous piece.



The website is a simple, single page website – but we didn’t skimp on the design. Subtle movement on the site creates an immersive digital experience as all marketing must be at the same elevated level to maintain brand consistency.




We love how the Parmelee Key brand turned out! What do you think?? Let us know by tagging @heliumcreative on Facebook, Instagram or Twitter.

We have a serious love for all things print. Don’t get us wrong – digital design is great, but there’s just something about the tactile quality of print. The feel of the substrate, the finish, the depth and tone of color, the variety of print techniques from letterpress to foil and embossing makes us swoon! We are thrilled at the resurgence of print. Scroll through Instagram or Pinterest and a plethora of letterpress and hand lettering images fill the feed – or at least our feed, lol. For many years digital design had taken over, but now our clients want truly special print marketing collateral, from business cards to oversized brochures that differentiate their brand in the marketplace.

In fact, one of our most recent clients, Parmelee Key, contacted us because they were so impressed with the oversized print piece we designed for Bijou Bay Harbor. Of course, it depends on the target demographic, but everyone from millennials to baby boomers appreciate the tactile quality of beautiful print collateral. Print helps to create an immersive, compelling brand experience with 3-dimensional pieces that engage the senses.

We have created some truly beautiful, award-winning print collateral for our clients. A brochure we designed for EDSA printed on environmentally friendly paper incorporated special design treatments including side stitching to bind the brochure, clear foil on the topography lines, white foil on the cover copy, and an embossed logo. The objective was to create an impactful print promotional piece to showcase the company’s values, services, and project portfolio.


The oversized print brochure we created for Bijou Bay Harbor is a sophisticated piece that immerses the viewer in a luxurious paradise escape. A high-end residential real estate lifestyle project where residents indulge in Paradise Found, the brochure promotes a lifestyle that is better on the bay with calm waters at sunrise, paddle boarding to the sandbar, afternoon shopping at Bal Harbour Shops, dinner at The Palms, and relaxing on the rooftop lounge at sunset.



Something as simple as a promotional postcard can be a work of art while communicating the brand experience. The postcard we created for Biota Aquariums does just that. The rich, vibrant colors of marine life paired with the logo and mark speaks to the brand origins, sophistication, and actual product. We chose to highlight this postcard by using a thick, uncoated paper stock to represent the environmentally-friendly purpose behind the company and used neon pink on the edges to hint at the whimsicality of the brand.


A very unique and special project of ours was the wedding save-the-dates and invitations for soon-to-be newlyweds – and helium’s very own – Chris and Ryan. This completely custom and eclectic suite embodies the modern-rustic theme of the wedding: warm and contrasting creams and charcoals with a touch of copper, plus hand-drawn flourishes are a perfect match to the modern typography and tactile cotton paper. The little details and letterpress elements make this print project a studio favorite.



We absolutely believe in the power of expressive print collateral to create a 360 degree brand experience. It’s about the creation of a world people can envision themselves in. The visual and physical quality of print brings a real, almost human element to the brand solidifying the experience.

We’d love to help bring your brand to life! Email your project details to info@heliumcreative.com so we can discuss working together. Follow us @heliumcreative on IG, Facebook and Twitter for branding, design, and inspiration!