Are you wearing an old icon? Are you redefining the category but using old visual language? Icons are sometimes precise reductions of logos, used to identify a brand in a complex and condensed environment.
In other cases, icons are replacements for words. These situations are... read more
Naming is one of the most challenging creative tasks, period. It isn't about coming up with lists of potential names. It is often about facing a list of rejected names and being able to start fresh. We have witnessed this rejected look in the faces and have been there to help. He... read more
On my first day working at New Era, I turned my employee badge over and saw our company’s brand values listed on the back: Authenticity, Creativity, Individuality and Pride. I knew what they all meant, but realized Authenticity is the one that most intrigued me, and probably... read more
Posted in Design, Guest Blogger, identity, Intellectual Property, Marketing, Sports
Tagged authentic by design, authenticity, baseball, heritage, New Era, spike lee, sports
Bridges are objects of beauty. They bring things together using diverse disciplines and eventually connect diverse regions of our planet.
Packaging has fully established itself in a new role.
Here is what we mean by this simple metaphor. The traditional marke... read more
Posted in Innovation, Intellectual Property, Packaging, Process, Something Cool
Tagged bridge, design, four p, innovation, marketing, packaging, place, price, product, promotion