jack kohler byers
Interdisciplinary Artist and Illustrator exploring communication through media
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Perkin Elmer

In late 2017, I was commissioned to create a set of graphics to be the visual identity of a company-wide culture change at Perkin Elmer, a Meditech firm in Waltham, MA.

 The culture change was being designed around The Results Pyramid, a leadership tool implying that leaders create experiences, these experiences inform beliefs, the beliefs decide actions, and the actions create results. To guide the company toward a destination culture, four cultural beliefs were created. These beliefs were to be rolled out with a visual component, conceptualized and illustrated by me.  The destination culture struck me as being analogous to the concept of sportsmanship. In an effort to further the initiative’s objective of inspiring greater individual achievement while simultaneously fostering stronger teamwork, I chose to depict the four new cultural beliefs as Olympic sports. I chose four that were approachable and decisively non-niche and, most importantly, gender-neutral.

The culture change was being designed around The Results Pyramid, a leadership tool implying that leaders create experiences, these experiences inform beliefs, the beliefs decide actions, and the actions create results. To guide the company toward a destination culture, four cultural beliefs were created. These beliefs were to be rolled out with a visual component, conceptualized and illustrated by me.

The destination culture struck me as being analogous to the concept of sportsmanship. In an effort to further the initiative’s objective of inspiring greater individual achievement while simultaneously fostering stronger teamwork, I chose to depict the four new cultural beliefs as Olympic sports. I chose four that were approachable and decisively non-niche and, most importantly, gender-neutral.

Conceptual Proposals

Conceptual Proposals

A conceptual rough for an early presentation meeting. I created these for each belief and presented the direction to committee at PE responsible for the initiative. As time went on and the final artwork was honed, these presentations included more people from diverse roles in the company.

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Revised Concepts

Revised Concepts

Early on the in the project, I took heavy feedback from PE as to which Olympic disciplines were to be included in the project. Using Tennis was especially divisive, as it fit the concept well, but implied too much competition. In the end, it was scrapped.

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Final Artwork

Final Artwork

I created unisex figures inspired by Otl Aicher’s original olympic pictograms and the Rio 2016 pictograms. I depicted these figures in short narratives to give visual dimension to the cultural beliefs. The graphics would end up being used in both print and digital contexts. To account for the difference between a poster in a conference room versus an office common area, I created two different sets with their own individual read time and boldness. My pictograms were all drawn by hand first to present preliminary sketches, then vectored and cleaned up for the final deliverables.

The color scheme was built from Perkin Elmer’s Primary Palette. The typeface, Filson Soft, was a deliberate break from PE’s branded typefaces. The benefit of this was two-fold; first, the posters stood out from the other printed material on the walls of the office. Second, Filson Soft is friendly and down to earth while remaining responsible and mature.

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