Mother
Mother is a prime example of Tony's creative prowess during his tenure as Senior Art Director (often doubling as Senior Copywriter) at Pinnacle Advertising & Marketing Group. When the client initially sought advertising solutions under a lackluster name, Pinnacle sparked transformative discussions leading to a bold rebranding endeavor. Through collaborative visioning sessions, they
championed a holistic overhaul encompassing a fresh name, dynamic logo, captivating website, and a revitalized brand identity. This metamorphosis not only revitalized the client's image but also yielded high ROI. As for Tony's creative, he led the creative team that conceived the new brand and all its assets, and the print campaign further below earned him a Davey Award.
A New Brand
The argument behind renaming the company as "Mother" stemmed from a profound analogy: the company's services offered commitment to safeguarding and vigilantly monitoring its clients' IT systems round-the-clock—just like the unwavering vigilance and nurturing care of a mother. This essence is vividly captured in the logo, where an encompassing eye symbolizes watchful protection, with the subtle inclusion of a moon suggesting continuous, 24/7 oversight. The symbology speaks volumes, encapsulating the company's steadfast dedication to ensuring the safety and stability of its clients' digital ecosystems with maternal-like diligence and warmth.
Mother has since been acquired by another IT company.
