Write On
The Complexity
By 2015, most people had stopped thinking about pens at all.
Touchscreens had made writing feel optional. And somewhere along the way, Sheaffer lost the thread of what made it matter. A century of character, history, and iconography had been quietly dismantled until almost nothing remained.
The Idea
We went deep into the brand’s history to uncover what had made it resonate before and harness it to make it matter again. The white dot was impossible to ignore. Once the symbol of Sheaffer’s lifetime guarantee, it had slowly lost its place in the brand. We reclaimed it and gave it new meaning. A blank space that represents the moment when an idea is clear enough, meaningful enough, and worthy enough to put to paper. The symbol of inspiration.
A visual language drawn from a century of Sheaffer history, bold colors and vintage references recontextualized for a generation that had never thought to pick up a pen. A tone of voice that was clever without announcing it. Write On gave the brand back its voice.
The Outcome
A.T. Cross acquired Sheaffer in 2014 for $15 million. By 2022 it sold for approximately $55 million, described as one of the biggest acquisitions in the premium writing instrument industry with the brand now operating across 75 countries.
- Brand Strategy
- Creative Direction
- Art Direction
- Graphic Design
- Identity Design
- Digital Strategy
- Social Strategy
Sheaffer sold for roughly $55 million, one of the biggest acquisitions in the premium writing instrument industry.
- Fernando Volken Togni - Illustration
- Adam Larson - Identity Design