Paul Wang

We believe in the power of music. To bring people together. To enrich their lives. To bring them joy. And we believe that more is better. Like laughter, love, and peace, there is no such thing as too much music. That’s why, at Guitar Center, we want to fill the world with music. That’s why we exist. With this mission in mind, we built upon Guitar Center’s market leading strengths and remixed the brand strategy to be relevant and compelling to all genders, genres, and generations of music makers—aiming to differentiate in an increasingly crowded marketplace. 

When it comes to home entertainment, driverless cars, and thermostats, AI is all the rage—but as a society, we are not yet there when it comes to healthcare. Watson encountered these barriers when it entered the healthcare realm. Patients don’t want to talk to a bot to diagnose a condition. Physicians are skeptical that AI can replace years of training and experience. Moreover, that’s not what Watson Health is about. Watson needed to clarify its brand and role in Health, specifically as it’s designed to improve a health professional’s job, not replace it.  

Prophet was brought on to better position the IBM Watson brand in healthcare. The dynamism of Watson was a perfect fit for a Living Brand solution. Centered around “Empowering Heroes, Transforming Health," the Watson Health brand was adapted to be more relevant in healthcare. Dozens of customer-centric value props were defined, supported through a well-structured product architecture, and brought to life through an identity system with a high degree of flexibility, emotion, distinction and system logic. All for the purpose of reflecting the living brand of Watson Health.

(Watson logo designed by IBM in-house design team)

Armour39 is the first-of-its-kind performance monitoring system for athletes. The project began with a visual identity system, including a logo, key art, color palette and typography. This set the style guide for the packaging, website, mobile app and broadcast executions. To help launch Armour39 online, we created a 60-second online spot featuring renowned MMA fighter Georges St-Pierre and world-class trainer Natalie Uhling.

Motorola, owned by Google, is breaking through the barriers that separate people from the things they love. Motorola designs technology that connects seamlessly so consumers have the best content at their fingertips, every second of every day. TV, talk, text, email and web surfing – Motorola puts people at the center of it all. This range of work was completed while I worked at Motorola as the Director of Global Brand Design.

BACARDÍ’s visual identity was redesigned to match the warmth, masculinity and proud heritage of the 150 year old iconic spirits company. The creative strategy was developed to help BACARDÍ own a distinct position in the competitive rums market. BACARDÍ wanted to leverage the brand equity from their visual and cultural treasure trove —but in a proud, modern style that could confidently define their future.  

Scion’s new halo car for 2012, the FR-S, was designed to bring performance driving credibility to the brand. The FR-S’ rear wheel drive design was designed to be agile and lightweight, allowed for greater efficiency, and its boxer engine afforded a lower center of gravity, which helped to deliver tenacious grip. Scion’s marketing objective for the FR-S was for automotive enthusiasts to legitimatize the brand as a maker of performance vehicles, and for Scion’s young trendsetter target to validate the car as a Scion.

AbbVie has the expertise of a proven pharmaceutical leader and the focus and passion of an entrepreneur and innovator. The result is something rare in health care today – a global biopharmaceutical company that has the ability to discover and advance innovative therapies and meet the health needs of people and societies around the globe. The following images represent a global campaign after the brand’s launch. The span of the campaign includes, but was not limited to: the UK, France, Brazil, Mexico, Japan and the U.S.

An internal campaign designed to excite and educate employees about the new brand and internal culture shift towards The AbbVie Way. This call to action is a way to bring together the various aspects of the company and unite them under one larger idea. Included in this campaign is a creative tool kit that was applied across various print items, inspirational meeting items, posters and across the environmental space.

Maxar Technologies, formerly MacDonald, Dettwiler & Associates, is an international space technology company headquartered in San Francisco, California, United States, specializing in manufacturing communication, earth observation, radar, and on-orbit servicing satellites, satellite products, and related services.

Established in 2005, Experticity is focused on the empowerment of experts who work in retail. Experticity works with consumer brands and retailers to better train, inform, and reward their people on the floor with the goal of turning them into brand experts and ambassadors.

A leader in health care in the San Francisco Bay Area, John Muir Health is a not-for-profit integrated system of doctors, hospitals and other services. John Muir Health includes two of the largest medical centers in Contra Costa County: John Muir Medical Center, Walnut Creek, a 554-licensed bed medical center that serves as Contra Costa County's only designated trauma center; and John Muir Medical Center, Concord, a 245-licensed bed medical center in Concord. Together, they are recognized as preeminent centers for neurosciences, orthopedics, cancer care, cardiovascular care and high-risk obstetrics.

Fond helps companies build places where employees love to work. They provide and manage corporate discounts and a rewards solution for companies of any scale, and they help organizations across industries strengthen their company cultures through an ongoing commitment to employee engagement. Fond helps companies create moments that matter for their employees, sparking happiness today—and sustaining it for the long-term.

Explorer Lewis Gordon Pugh kayaks in the River Thames on July 15, 2008 in central London, England. The British environmentalist and explorer announced his intention to return to the Arctic for a pioneering expedition that will involve him attempting to be the first person to kayak to the North Pole to show the drastic loss of sea ice. Pugh also announced the launch of his Polar Defense Project, which he founded to campaign for greater protection of the Arctic and an end to climate change.

Craftsy is an online learning site for everything from quilting and cake decorating to grilling and photography. They sought a new positioning to broaden their appeal beyond traditionally older crafters and the sewing and quilting categories – all while balancing their equal focus on commerce and learning. We infused new life into the Craftsy brand to increase its relevance across a broader base of customers and crafting categories.

In the face of rising healthcare consolidation and increasing competitive pressure, John Muir Health and UCSF Health decided that the Bay Area needed a better insurance option. In 2016 we launched a more diverse, high-quality integrated healthcare system that could compete with the likes of Kaiser Permanente. We were tasked to develop the positioning and brand identity for an entirely new concept in healthcare – the Accountable Care Network. 

Change Healthcare, formerly known as Emdeon Inc., is a leading provider of revenue and payment cycle management and clinical information exchange solutions, connecting payers, providers, and patients in the U.S. healthcare system. The new visual identity is meant to convey a sense of clarity and transparency around their offerings, as well as represent the powerful suite of products that distinguish them in the category.