Acumen Portfolio Book

V. 1
7.2016
WE’re not
YOUR TYPICAL
DESIGN FIRM

people ask us
what do you guys do?
Well, that depends. We work in many areas and across many industries
to provide solutions that connect brands and services to consumers and
markets. These include architectural design concepts, packaging ideas
and digital presentations, along with logos, branding, websites, interior
design and environmental graphics, based on the needs of our clients.
We work on design ideas in different fields day to day, providing fresh
concepts and unique perspectives that we are able to share across various
business platforms. Our playground is immense and we get our hands into
all kinds of things, especially with people who want to create something
never done before. We develop distinct and proprietary solutions that
differentiate our clients in todays’ markets.
We have varying backgrounds in different specialties. We start with
strategy and analysis and help our clients find unique solutions. Process
is central to our thinking, so let us show you what we do.

our Clients
2402 Dunlavy
5 Elements Street Food
Ainbinder
All in for ALS
Ambriza
American Heart Association
Amreit
Anslow Bryant
Antone’s
Athena Gun Club
BarBazzar
Bayou Blues
Best Western
Billiton BHP
Blue Wave Car Wash
Bombardier
Boudreaux’s
Boyert Shooting Center
Brasserie 19
Buzz Barista Coffee
Campbell’s Soup
CARBO Ceramics
Cemex Office Building
Central Square
Challenge Group
Cheerwine
Clark Cooper Concepts
Coca Cola
CoCo’s Crepes & Coffee
Community Coffee House
Coppa’s
Cosmopolitan
Crisp Doner Kabab
Crome/Choppers
Crossing Borders
Cyclone Grill
Dash
Demeris Bar B Que
Diageo/Smirnoff/Captain Morgan
Diamond Beach
Diet Pepsi
Dockers
Dodge Chrysler
Dole
Dreamfields
Drexel House
Earthday Houston
East MLK Mixed Use Development
Ecce Panis
Eden Gourmet
EDI Architecture
Edifis
Eskimo Hut
Europa
Executive Residency – Best Western
Exxon Mobil
EZ Mart
Falstaff Brewery
First Course
Fit Athletic Club
Ford
Fresh Express
Gateway
Gensler
Glo – Best Western
GreenLane
GW Peters Pretzels
Hard Rock - Bayou Place
Hartmann Properties
Hersheys
HESS
HESS Fitness
Hicks Ventures
HighTower Deli
HillCorp
Hotel Icon Bank
Houston Food Bank
HS Green Restaurant
Hubbell & Hudson
International Paper
Irma’s Southwest Grill
Jaxton’s
JCI - James Coney Island
JG Wentworth
Jiffy Lube
Jolly Rancher
Juban Crossing
Kagan Cellars/Mutiny Wine Room
Kaldis Development
Karma Karwash
Katy Green
Keurig/Green Mountain
Knocking Video
Knorr
Kraft
KT Greenhouse
La Table
LEGO
LensCrafters
Levi Strauss
Lone Star Brewery
Louie Mueller Bar B Q
Lower Heights District
Luchi & Joeys
Luisa’s Pasta
Madden’s
Mars Petcare
Marvel Comics
Mazzantini
McDermott International
Mediterranea Seawater
Memorial City
Metronational
Miller Lite
Miller Ventures
Minute Maid
Mobile Mug
Moody Gardens Gift Shop
Moody Rambin
Murphy USA
Ninfas on Navigation
NOV
Now Agency
Ohio State Lottery
Orbitz Irrigation
PACE Concerts
PDG Architects
PDR Architects
Pediasure
PEEK / Signal Group
Pennzoil
Pepperidge Farms
Pepsi
Persedo
Petroleum Club of Houston
Pinnacle Financial
Pints For Pete
Pope on Travis
Punks
Quaker
Quaker State
Randall Davis Co.
Read King
ReCenter
Red + Black
Relish
Rhode Street Offices
Rise Against Hunger
River Oaks Country Club
River Oaks Grill
Roederer Truffles
Ron Schutz / Smart Group
Ruggles Green
SaltAire
Samsung
Shell Oil
Six Foot Studios
Soup Cowboy
Speedy Stop Food Stores
Spencer Hall
Streetwise
Studemont Junction
SubRoc
Sunny Sky (Ice Dawgs)
SureShot Golf
Taco Cabana
Taco Milagro
Tasti de lite
Tellepsen
TEREX
Texadelphia
The Broadway
The District
The Dunlavy
The Empire
The Sapphire
The Treehouse
The Woodlands Conference Center
Toyota Center
Toyota Scion
Tracey Locke
Treehouse
Tropicana
UCR
VIB – Best Western
VT TV
Walmart
Washington Heights District
Waste Management
Waterlights
Waterman Steele
Western Union
Westinghouse
Westin Hotel - Starwood
Whataburger
W Hotel
Wrigley’s
Young and Rubicam
*bolded clients are featured in this book.

our services
We develop your brand through a complete communications
platform, addressing each brand-to-consumer touch point.
The spatial experience – including materials, finishes and
colors – provides impact equal to that of messaging, branding
and graphics. We also extend consumer connections to
packaging, digital communication and web design. We are
focused on a process grounded in measurable success.
We analyze your brand needs, determine strategy, develop
concepts, refine ideas and produce results through execution
and implementation. We connect with consumers across
a range of platforms by engaging in holistic thinking and
producing unexpected solutions. At Acumen, we bring
brands to life.

history
of acumen
Acumen was created over 19 years ago by these guys right here. They met working as
architects in a big corporate firm here in Houston, where they experimented with a new
organizational approach for a company that combines architecture and interiors with
branding, communications and packaging concepts to connect with consumers. They
eventually left to create a new type of design company that combines marketing, advertising
and branding with an architectural design process to consider projects holistically. A
company that focuses on all aspects of design and produces end-to-end solutions covering
all consumer touch points. The architectural spaces and materials speak in much the same
way as the brand, the marketing and the packaging, combined with the web and digital
elements, to connect with the target audience in ways most people never consider. They
have applied this to a variety of clients in a variety of industries across the country. Not
even close to your typical design firm.
JERRY ALEXANDER
“THE MOUTH”
PARTNER
TEQUILA AFICIONADO
LIKES TO TALK
BIG PICTURE THINKER
DICK LEW
“THE HAND”
PARTNER
PREFERS VODKA
DETAIL ORIENTED
DOG LOVER

team acumen
Meet the Acumen team. We are an eclectic group of creative experts who look at projects
in a holistic fashion. We are trained in the art of possibilities, yet grounded in strategy. We
come from different professional backgrounds, each of us providing unique and creative
insights to design challenges. We have an unquenchable curiosity, but share a common
objective: your success.
JIM MINER
ASSOCIATE PARTNER
GRAPHIC DESIGNER
RESTAURANT GURU
paul li
ARCHITECTURAL DESIGNER
COPYWRITER
BLOGGER
JIM OU
ASSOCIATE PARTNER
GRAPHIC DESIGNER
PRODUCT DESIGNER
3D MODELING
BARRY ESPINOsA
ARCHITECTURAL DESIGNER
SPACE PLANNER
PLAN DETAILER
DEBORA NOVARINI
GRAPHIC DESIGNER
BRANDING DESIGNER
ILLUSTRATOR
SARAH ECKELS
GRAPHIC DESIGNER
DIGITAL DESIGNER
MARGIE MCCLENDON
ARCHITECTURAL DESIGNER
GRAPHIC DESIGNER
INTERIOR DESIGNER
PUNEET KAUR
GRAPHIC DESIGNER
DIGITAL DESIGNER
STRATEGY EXPERT
CIRCE MENDEZ
GRAPHIC DESIGNER
PACKAGING DESIGNER
ILLUSTRATOR
LAURIE GESTON
ASSOCIATE PARTNER
OFFICE MANAGER
WORK MOM

CAN WE REALLY
CALL IT WORK
IF WE ENJOY IT?
IT’S TRUE, WE LOVE WHAT WE DO –
AND IT SHOWS.

BRANDING
NAMING | BRANDING IDENTITY | LOGO DESIGN | GRAPHIC DESIGN |
BRAND STANDARDS | BRAND CAMPAIGNS & REPOSITIONING
WARNING:
CONTAINS
GRAPHIC
CONTENT

CHEERWINE
Cheerwine came to Acumen in order
to establish a consistent brand identity
to use in their new strategic marketing
for its upcoming centennial. The mark
“Local Legends, National Treasure”
would help Cheerwine in their search
for other local legends, such as
neighborhood BBQ joints, memorable
theaters, popular bowling alleys, and
historical landmarks. We also created
the brandmark for the Cheerwine fan
club, a mini-web series called The Local
Legends Project, and packaging and
promotional items for Cheerwine’s
newest flavors, Cheerwine Squeeze and
Holiday Punch.

est western brands
As a part of a broad reaching effort to refresh a venerable,
well-respected brand, Acumen lead and coordinated
the creation of a crisp new boutique hospitality offering
that could introduce the Best Western brand to a 21st
century audience. Vib, Glo and Executive Residency
are designed with community in mind and wired for
connectivity. Acumen created the logo, tradedress, all
branded materials, brand-to-space design with materials
and finishes, and exterior design concepts.

moody gardens
The design team at Acumen is creating a
new brand and shopping experience for
the Moody Garden’s Aquarium Gift Shop
to coincide with the newly remodeled
central Aquarium exhibit. The new retail
space is designed to extend the customers
aquarium experience and allow guests to
interact with the brand in a fun way within
an immersive retail branded environment.
Acumen is designing the branding and
graphics for such amenities as the gift
shop, adjacent food court, and extended
pop up gift shops throughout the campus.

toyota scion
Acumen created a complete brand
repositioning strategy platform for
Scion to appeal to a larger, more
millennial-centric market. Elements
of the campaign included dealership
implementation of “Helloscion”
brand-to-space concept, offpremise
experiential spaces, a Scion
driving school, pop-up dealerships,
test drive parties, and apps for
Scion owners (Scion-tists) to share
the Scion experience.

we
like
to
make
plans
ARCHITECTURE
MASTER-PLANNING | CONCEPT DESIGN | 3D COMPUTER MODELS |
RENDERINGS | MATERIALS | FINISHES | SPACE PLANNING | INTERIORS

LONESTAR BREWERY
Acumen re-imagined the old Lone
Star Beer Brewery, bringing it back
to life as the Lone Star Brewery
District. Acumen incorporated
existing buildings to create site plans,
architectural renderings, tenant mix
scenarios, branding, way finding,
and other physical components.
Using the site’s rich history rooted in
Texas tradition and brewing, Acumen
crafted a story brought to life through
historic nodes and vision decks,
that’s reflected in the branding and
architecture of the district.

THE TREEHOUSE
HOUSTON, TX
Acumen was selected to create
a new office of the future
for the development team at
MetroNational. The Treehouse is
the first double platinum LEED
certified building in the state of
Texas and one of only a handful in
the nation. The office demonstrates
and showcases new workplace
environments; a flexible conference
space that accommodates 15
people and easily converts to
a space for 40 people; a fully
landscaped roof deck; and multiple
flex hoteling paces for visitors.

WASHINGTON HEIGHTS
HOUSTON, TX
The Ainbinder Company was
looking to create a new mixed-use
project that belonged in the historic
Heights. Acumen was tasked to
create a brand identity, design the
buildings, select materials, develop
criteria and design an overall
signage system for the project.
Taking cues from the rich history
of the Heights, Acumen created
a distinctive destination for retail
and restaurants in south Heights
that looks like a new version of
what history provided.

SURESHOT
Looking to create a more immersive platform for a golf
entertainment center and working directly with game
developers, restauranteurs and facilities managers,
Acumen designed the entire concept for SureShot Golf.
Project elements included the brand identity platform
and continued through to the entire architectural and
interiors design concept. Brand extensions, teaching
programs, restaurant and menu creation, user experience
were all part of the design concept requirements.

we
are a
package
deal
PRODUCT
DESIGN
PACKAGING | PRODUCT CONCEPTS | NEW CONCEPT DESIGN | FOOD SERVICE

mediterranea seawater
An already successful brand in Europe, Seawater
Solutions came to Acumen to update and reposition
their brand for the American market. Acumen
redesigned Seawater Solutions’ brand mark and
worked with them to brand their main product,
Mediterranea, a natural seasoning alternative to salt
made with pure filtered Mediterranean seawater. Full
of minerals, this product is a healthy way to flavor
food. We created packaging for a variety of different
Mediterranea products and worked with Seawater
Solutions to explore other potential product lines.

Dole
Since 2010, Acumen has partnered with
Dole to create a range of packaging design
concepts, including single serve carton research,
milkshakes, dried fruit, chocolate fruit bites, fruit
juice yogurts, smoothie kits, Costco club packs,
and more. We also worked with the Dole Nutrition
Institute to create the Dole Know to Grow Garden
Kit. These complete garden kits provide all the
materials and directions necessary to grow your
own super foods at home, and even include tips
from real-life gardeners, a journal to track your
plants’ progress, and a variety of tasty recipes.

diet pepsi
Acumen’s relationship with Pepsi began when we were
invited to participate in the rebranding of the signature
Diet Pepsi brand look and feel to spark the shrinking diet
category within the cola industry. Acumen transitioned
the brand from a female-centric cola into a brand with
masculine appeal without alienating their core audience,
and our concepts were selected for the global rollout of
the new design of the entire Diet Pepsi portfolio. Also we
created a series of memorable consumer touch points with
core Pepsi messages in a unique interactions space within
the Dallas Cowboys Stadium in Arlington, Texas.

we
will
work
for
food
restaurants
IDENTITY | SPACE DESIGN | BRANDING | MARKETING | PACKAGING | NEW CONCEPTS

demeris bar-b-q & catering
Acumen redeveloped the Demeris Bar-B-Q and Demeris
Catering brands. Brand roll out strategy included designing
business collateral, product packaging, in-store dressing,
specialty marketing products, and vehicle wraps. Acumen
also created advertising campaigns, websites, menus and
store concepts. Since the success of this initial effort, the
work has evolved into specialty menus, events promotions,
and advertising. Additionally, we brought the new brand to
life with architectural designs for the exterior and interior
of the new restaurant.

HOUSE LOGO
FOOD DIV. DRINK/BAR DIV. TAB DIV.
AU REVOIR GOOD HEALTH ENJOY
THANK YOU
BRASSERIE 19
BRASSERIE 19
0/100/100/25 60/35/15/35
0/0/0/90
PMS 484C PMS 5405C PMS 425C
brasserie 19
Brasserie 19 was the first Clark Cooper Concepts restaurant project
that started Acumen down a path of restaurant concept and brand
expertise. Leveraging the French brasserie concept with the local
address, Acumen developed an award-winning brand identity platform
that still serves as a model for the company. Brand creation, logo,
product extensions, menus, marketing elements, packaging, signage
and website development were all elements of the project that remains
one of the most recognized brands in the Houston dining scene.

james coney island
James Coney Island has been a
Houston staple since 1923. Acumen was
brought in to help realign and connect
the brand with a broader audience
through a revitalized brand identity and
architectural brand-to-space design
strategy. Acumen created new designs
- from the primary and secondary
graphics communications to complete
interior and exterior concepts. The
results have been sustained doubledigit
increases in sales.
JCI-HOLLISTER INTERIOR CONCEPT
All drawings and design concepts shown herein are the sole property of Acumen and shall not be duplicated and/ or implemented without the written consent of Acumen ACUMEN DESIGN 10.21.2013

ar bazzar
Acumen developed the brand identity for BarBazzar, a Houston café
specializing in gourmet coffee, chocolate, and crêpes. We designed the
logo and tradedress, as well as packaging concepts, employee uniforms,
and other branded materials. The interior and exterior design concepts,
including signage, materials, and finishes, were all designed by Acumen as
part of the brand-to-space platform.

all
signs
point
to
acumen
environmental
graphics
WAY-FINDING | IDENTITY | SIGNAGE | COMMUNICATIONS

metronational
MetroNational Development has been transforming the west side of Houston’s
energy corridor over the last 40 years into a mixed use facility that is home to
Memorial City Mall, Memorial Herman Hospital, Hotel Zaza, and a number of
corporate headquarters on its campus. Acumen worked closely with MetroNational
to develop the campus signage and wayfinding for the corporate campus district
as well as the master plan wayfinding layouts for the latest retail and hospitality
sector of the site. A secondary wayfinding system was developed to tie in the
corporate campus’s unique bridge system that links the entire campus to the
retail and medical facilities. Acumen has developed architectural concepts for
numerous metronational projects such as the Westin Hotel, bridge connectors
and the Gateway.

studemont junction
Studemont Junction is located in the heart
of the historic Heights community and the
Washington Street entertainment corridor.
Acumen master planned the development
for Capcor Development which includes a
mix of retail, dining, and amenities for the
growing urban community. Studemont
Junction will feature a comfortable mix
of national tenants and local businesses.
Phase 2 of the development will entail
construction of a unique 400 upscale
unit multi-family housing unit that will
reinforce the urban character of the site
and will encourage heavy pedestrian
activity along the corridor.

oyert shooting center
Acumen took Boyert Shooting Center from concept to reality, creating every
aspect of what the brand is today. Acumen crafted the brand mark, merchandise,
website and copy, signage, graphics, and brand story. Once the brand strategy was
established, Acumen brought the brand to life by designing and developing the
complete concept for interior and exterior design, including all colors, materials and
finishes and furniture. Boyert’s brand encompasses every aspect of guardianship
and protection, as evidenced in it shield-like logo and lion emblazonment, and
seeks to better prepare people to defend and protect themselves.

digital
WEB DESIGN | ANIMATIONS | VIDEOS | VR VISUALIZATIONS
making
you
look good
on
& off
screen

Carbo ceramics
Acumen redesigned the communal interior spaces in the corporate
headquarters of Carbo Ceramics, a Houston-based proppant and fracing
technology company. We created an interactive lobby featuring multiscreen
displays showing 3D models of the fracturing process complete with touchscreen
capabilities for users to adjust the proppant material and compare
Carbo’s various products. We produced digital displays with videos and
presentations of the company’s history and the fracing process as part of
an overall design for their new technology and innovation center.

hess
Acumen’s relationship with Hess began with consolidating and unifying
their corporate messaging. Acumen provided graphically driven internal
communications and presentations, posters, and other branded visuals
for company use and created a global safety awareness campaign
that is now used internationally in Hess communications. We continue
to produce a variety of internal communications and have expanded
communication methods to include 3D animation and video production.
fracing video footage

commercial video footage
peek signal group
Peek is a technology-driven company focused on shaping the future
of intelligent traffic systems internationally. In order to promote Peek
internationally, Acumen created a series of digital animation and launch
sequences for demonstrating it’s core products and new software launches
to help Peek in becoming the leader in their industry.
commercial video footage

ADIÓS!
THANK YOU FOR YOUR
INTEREST, WE HOPE TO
SHARE SOME TEQUILA AND
WORK WITH YOU SOON!

2808 CAROLINE STREET
SUITE 200
HOUSTON, TX 77004
713.520.6685
ACUMENDESIGN.COM