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Beyond Colors and Fonts: Designing for Recognition
Author: Victoria Lewis
I’ve been thinking about this question lately:
If your logo disappeared tomorrow, ...
Building a Brand That Can Stretch Without Breaking
Author: Tyler Gobberdiel
Building a Brand That Can Stretch Without Breaking
One of the biggest challenges ...
Ordinary Products, Extraordinary Brands
Author: Kelsey Mackley-Limpf
Most products aren’t revolutionary. Tissues absorb moisture. Gum freshens breath. ...
Why Strategy (Not Speed) Wins the Product Launch Race
By: Katie Wiseheart
In today’s fast-moving market, speed often feels like the ultimate competitive advantage. ...
Why Branding is a Cross-Functional Discipline
By: Luke Farnum
“Your brand is the DNA of your company”. Growing up that’s how I was taught what branding was ...
Positioning After a Merger: Integrating Two Brand Cultures Without Confusion
By: Victoria Lewis
While shopping at Meijer in Evergreen Park, Illinois, it caught my attention that the ...
How Authentic is Your Brand Promise?
By: Ron Farnum
After 30 years in branding, I’ve seen how important a brand promise is as a connection between a ...
Interview With Kelsey: The 2025 Black Swamp Arts Festival
Art is embedded in our DNA as humans. We have used it for communication and self-expression for as long as we’ve existed. Nature is the art of the universe, and patterns appear everywhere in it. Our fingerprints even resemble the growth rings of trees. To me, it’s all connected, and the thumbprint became the clearest way to communicate that.
Sustainability Shouldn’t Be an Afterthought in Your Packaging Strategy
By: Kelsey Mackley-Limpf For many brands today, sustainability still enters the conversation too late in the ...
Naming Nightmares: The 4 Tests Your New Product Name Must Pass
By: Tyler Gobberdiel
Naming a new product can feel deceptively simple. A few brainstorm sessions, a shortlist ...
Your Brief Isn’t the Problem, Your Alignment Is
By: Katie Wiseheart
When creative projects stall or unravel late in the process, the brief often gets blamed. ...
How Strong Brand Architecture Solves the Chaos of Line Extensions
By: Luke Farnum
The tallest skyscrapers touch the clouds without bases the size of a city blocks because modern ...
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