BrandEquity
History
BrandEquity was founded as Selame Design in 1960 by Joe and Elinor Selame. In 1968, Selame Design moved to its current location, the historic Curtis House overlooking the Charles River on Washington Street in Newton Lower Falls—mile 16 of the famed Boston Marathon. The firm was renamed BrandEquity in 1995 to reflect its commitment to creating enduring brands for its clients.
Stop and Shop (1963)Identity for northeastern based supermarket chain.
Unitrode (1963)Identity for manufacturer of semiconductor components.
Gillette (1964)Packaging system for Gillette's Valet brand cologne.
General Cinema (1965)National Amusments movie theater chain. Click here to view the classic intro we helped create.
XYZ (1965)Identity for venture capital company.
Smithcraft (1965)Identity for lighting fixture manufacturer.
Colonial (1966)Identity and packaging for Colonial Provisions.
Concord Foods (1966)Packaging for candy apple kit.
Statler (1967)Identity for Maine based tissue company.
Mister Donut (1967)Identity for coffee and donut chain. Still in use today in Japan.
Houghton Chemical (1967)Identity for industrial chemical company.
Goodwill Industries (1968)Identity for well known non-profit organization.
Tax Man (1970)Identity for provider of federal and state tax preparation services.
Avx (1970)Identity for manufacturer and supplier of electronic components.
Foreign Autopart (1971)Identity for automotive parts distributor.
The First Years (1972)Identity and packaging for baby product company.
Prince Pasta (1973)Packaging for pasta products.
State Street (1974)Identity for Boston based financial institution.
Blue Seal (1974)Identity for manufacturer of high quality pet and animal feed products.
Boston Five (1974)Identity for Boston based bank.
Eastern Enterprises (1975)Identity for utility company in Massachusetts.
Shaws (1976)Identity for northeastern based supermarket chain.
Get'm (1976)Name, identity and packaging for mousetrap.
Scrub-a-dub (1977)Identity for Boston based car wash.
Veryfine (1977)Identity, packaging and collateral material for juice drink company.
Pinkerton (1977)Identity for private detective and security firm.
CVS (1978)Identity for national pharmacy chain.
Store 24 (1978)Identity and retail store design for New England area convenience store.
Heavy Hands (1980)Packaging and identity and for portable hand weights.
Thermo Electron (1980)Identity for high-tech equipment manufacturer.
Sportscraft (1981)Identity and packaging for sports equipment maker.
Bank of Boston (1982)Identity for Boston based bank.
Apple Bank (1982)New name, tagline and identity for Harlem Savings Bank.
Dana Farber (1983)Name and identity for well known cancer treatment and research center.
The Jimmy Fund (1983)Identity for Dan Farber Cancer Institute's charity organization.
Brigham & Womens (1984)Identity for internationally recognized hospital located in Boston.
Prime Computer (1984)Identity for Massachusetts based producer of computers.
Oakhurst (1984)Identity and packaging for a New England based dairy products company.
ASE (1984)Identity for National Institute for Automotive Service Excellence.
Tedeschi Food Shops (1984)Identity for New England area convenience store.
Kodak (1985)Identity and packaging for Eastman Kodak.
Nayonaise (1985)Name and packaging for Nasoya.
Memorial Hospital (1985)Identity for Southern California hospital.
Abercrombie & Fitch (1985)Identity for clothing and specialty goods retailer.
Amoco (1986)Design for the "Station of the future."
General Cinema (1986)Identity for National Amusements movie theater chain.
Wilson (1987)Revised identity and package design for sporting goods manufacturer.
AAFES (1988)Identity and private label packaging for Army Air Force Exchange Service.
Allmerica Financial (1989)New name and identity and for State Mutual Life Insurance Co.
Driscoll's (1989)Identity and packaging for Driscoll Farms' berries.
KGro (1989)Identity and packaging for KMart's private label lawn and gardening chemicals.
Octane Boost (1989)Package design for automotive product.
Hood (1990)Identity and packaging for dairy product company.
Napa (1990)Packaging for auto parts manufacturer.
Levi's (1990)Identity, packaging, collateral material and retail store design for Levi Strauss.
Liberty Financial (1990)Identity for large asset management company.
Haworth (1991)Identity for furniture manufacturer.
PepBoys (1992)Identity and retail store design for national automotive store.
Amoco (1993)Name, identity and packaging for motor oil.
Partners Healthcare (1994)Identity and graphic standards manual for Boston based health system.
Volunteers of America (1994)Identity for non-profit social service organization.
Museum of Science, Boston (1995)Identity, wayfinding, and environmental graphics for science museum in Boston.
Nets (1996)Identity for business to business internet services.
Saegis (1996)Identity for worldwide online trademark search service.
Andover (1997)Identity and package design for tape and bandage manufacturer.
Cedar (1997)Revised identity and packaging for houseware goods manufacturer.
Corners (1997)Name and identity for custom frame retailer.
Abbott Labs (1998)Identity and packaging for MediSense diabetic monitors.
Keon (1999)Name and identity for RSA Security software product.
Fairmarket (1999)Identity for online auction technology company.
Military Star Card (1999)Name and identity for military credit card.
OneBeacon Insurance (1999)Name and identity for Boston based insurance company.
