Belief System

NO. 1

Unique Is Performant

NO. 2

The Utility Of Simplicity

NO. 3

New Forms & Methods

NO. 1

Unique Is Performant

NO. 2

The Utility Of Simplicity

NO. 3

New Forms & Methods

No. 1 — Unique Is Performant

The Von Restorf effect describes how homogenous stimuli is ignored, and the Ehrenberg-Bass Institute has found homogenous branding is ignored as well. Sticking out equals memorable equals brand equity. So playing it safe is the riskiest thing you could do.

No. 2 — The Utlity Of Simplicity

The real art of branding is making a nickel’s worth of work look like a dollar. It’s a productivity tool. With learnings from two-decades of in-market brands, we optimize for usability by client teams. Simple works in practice. Complexity encourages misuse.

No. 3 — New Forms & Methods

Most brand guidelines are based on 1960’s graphic standard manuals and so are basically useless in 2024. We rethought the traditional process and built bespoke design tools so we’re more productive and our brands are always digital-first.

I want to believe
I want to believe
I want to believe
I want to believe
I want to believe
I want to believe
I want to believe
I want to believe
I want to believe
I want to believe

We want to build a brand that could only be yours.

Between lifting the barrier to entry for D2C brands or unfettered access to know-how, the internet has mainstreamed branding. Its importance isn’t even debatable now. But the internet has also quietly been training us to make worse brands. The guiding hand of the algorithm is surfacing the same self-reinforcing popular looks and that’s narrowed our vision of what brand could be. Our clients are now showing up with the same handful of reference images for brands that should have nothing in common. This is a self-imposed illusion of choice and the data we have on design shows that it isn’t going to work for them. Only unique works. The most fundamental part of our practice is to achieve the same strategic goals with unexpected references and unheard voices. Open the aperature. If you make obvious choices, don’t expect extraordinary outcomes.
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For
Startups Ready To Scale
For
Global Leaders
For
Technology
For
Beauty And Wellness
For
A New Vision
For
Challengers Ready To Challenge
For
Established Brands
For
CPG And Beverage
For
Startups Ready To Scale
For
Global Leaders
For
Technology
For
Beauty And Wellness
For
A New Vision
For
Challengers Ready To Challenge
For
Established Brands
For
CPG And Beverage

New Brand Methods

Some off our studio’s unique approaches to brand development.
Accelerated alignment on visual ID with a collaborative brand synthesizer.
Infinite on-brand and compliant re-writes with custom brand voice GPTs
Guided strategic content creation with a deck of bespoke writing prompts
Team Capabilities
  • Brand Strategy
  • Positioning
  • Naming
  • Brand Marks
  • Visual Identity
  • Design Sprints
  • Packaging
  • Tone of Voice
  • Brand Voice GPTs
  • Content Strategy
  • Executive Comns
  • User Experience
  • Web Design
  • Product Design
Phillip Nessen Creative Director & Design
Brandon Carter Voice & Content Partner
Mark Mollé Naming & Prompt Partner
Colgate-Palmolive Diageo Dow Jones Eight Sleep Samsung Facebook Zocdoc Google The New York Times Spotify Tom's of Maine Vita Coco Hello Products
Colgate-Palmolive Diageo Dow Jones Eight Sleep Samsung Facebook Zocdoc Google The New York Times Spotify Tom's of Maine Vita Coco Hello Products
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    Studio
    201 Clinton Ave #9A
    Brooklyn, NY 11205
    (646)346-9739
    Capabilities
    Brand Strategy
    Positioning
    Naming
    Design Sprints
    Visual ID
    Packaging
    Tone Of Voice
    Brand voice GPTs
    Content Strategy
    Executive Comns
    User Experience
    Web Design
    Selected Clients
    Arte
    Bite Brands
    Bowery Farms
    Brutine
    CoinMarketCap
    Colgate Palmolive
    Diageo
    Eight Sleep
    Ever & Ever
    Facebook
    Fevo
    Fi
    Google
    Hello Oral Care
    Help Remedies
    Huey Suncare
    Kiva
    New York Times
    Over Easy
    Plus Edibles
    Quest Nutrition
    Runa
    Samsung
    Spotify
    Sullivan Street Bakery
    Vita Coco
    Recognition
    American Illustration
    Art Directors Club
    Cannes Lions
    Communication Arts
    Dieline Awards
    Webby Awards
    Publications
    AdAge
    AIGA Eye On Design
    Brand New
    Communication Arts
    Creative Boom
    The Dieline
    Fast Company
    First Things First!
    It’s Nice That
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