What’s better than a beer client? A great beer client.

Not long ago, Blue Point Brewing Company was a well-kept secret in a limited Long Island market. To expand distribution they tapped Ellis&Potter for a brand strategy based on their unique set of values. After many hours of tasting-room research, it was clear that Blue Point needed to be positioned as a premium hand-crafted micro brew. Our ads in lifestyle and vertical market publications broke with tradition to maintain an attitude that resonated with the market. Awards began to rapidly accumulate and so did Blue Point’s following.

In just four short years (125,000 barrels in brewing years), they’ve expanded their geographic market well beyond the greater metro area. Now with more than a dozen brews, Blue Point is no longer just the local beer nut’s secret — it’s enjoyed wherever really good beer is served.

Handmade since 1962.
Made to order ever since.

The legacy of the Jan Craig Headcovers brand began in 1953. Avid golfer Janet Craig couldn’t find a set of headcovers to match the quality of her new clubs and decided to knit her own. The result was a combination of sensibility and style that got noticed, and it wasn’t long before she was taking orders. In the mid-1960s, a young pro named Jack Nicklaus ordered a set, and, as his success grew, so did recognition of his hand-knit headcovers.

Since then, Jan Craig Headcovers have been the most recognizable covers in the world, but the brand never developed the market awareness it deserved. As golfers and die-hard Jan Craig fans, Ellis&Potter was a natural fit to create a working brand across all forms of communication. See for yourself on the new website, where you can design your own custom set of hand-knit covers – and carry on the tradition.

Sceptre Tours needed new direction for a couple of ancient European destinations.

A brand is an experience. And what better example of this philosophy than a tour operator that has been redefining travel to the UK for decades? The Sceptre brand has continually evolved through changes in the industry and their product offerings.

Throughout the years, we’ve updated Sceptre’s identity and positioning to reflect their fluctuating destination offerings and target market models. Our latest challenge was to incorporate Scotland into their formerly “Only Ireland” position, while maintaining the integrity and equity of the identity throughout new printed materials. The revised treatment clearly shows that Ireland and Scotland have more in common than lush green hills and a fondness for plaid.

Giving new meaning to
an open door policy.

Pioneer Industries has been manufacturing steel doors and frames for more than 75 years. While they’ve always been known for their superior product and customer service, the brand lost some appeal after weathering years of alterations to the identity and management changes.

New management immediately set some ambitious growth targets and brought Ellis&Potter on to help them get on the right track. The result was a modernized identity and tagline that reinforce their new open door policy. “Our Door is Open” has become the thread of consistency across all new forms of communication.

How do you update a century-old identity without diluting its history and integrity?

Shinnecock Hills Golf Club is one of the most heralded names in golf. The club was established in Southampton, NY in 1891 as one of the five founding members of the United States Golf Association, and has played host to many national and international tournaments, including four US Open Championships.

Through the years Shinnecock’s logo had been altered many times, and recent politics forced them to abandon a recognized element of the identity. We carefully developed a treatment that holds true to the time period of the club’s origin and maintains its spirit, while transitioning easily throughout all applications, from garments to ball markers.

What’s better than a beer client? A great beer client.

Handmade since 1962. Made to order ever since.

Sceptre Tours needed new direction for a couple of ancient European destinations.

Giving new meaning to an open door policy.

How do you update a century-old identity without diluting its history and integrity?

Handmade since 1962.
Made to order ever since.

Giving new meaning to
an open door policy.