Mr. Wonderful Kevin O'Leary

Agency: C Squared Social · 2022

The Work

Kevin O'Leary is a Shark, an investor, an author, a musician, a wine producer, and a watch collector. One person, a dozen public identities, and nothing tying them into a single brand. At C Squared Social, the job was to fix that: give the whole O'Leary portfolio one voice, from the personal Mr. Wonderful brand to the ventures under it.

Strategy

The read on Mr. Wonderful was a contradiction worth keeping. Iconic, modern, adventurous. Edgy and suave, but still the approachable guy on television. We built the system around that tension so it could sit next to a wealth firm without losing the warmth that made the personality sell in the first place.

Solution

One identity, rolled out everywhere the brand shows up: logo and stationery, email and ad campaigns, organic social, long-form investor PDFs, and the website. The same voice from a business card to a product launch. O'Leary's brands also went through Blueprint, the brand product we built and led at C Squared Social.

Impact

Stationery, ad campaigns, organic social, investor PDFs, and the website all came out of the same identity. The wealth firm and the television work finally looked like they belonged to one person.