Branding

Creating a new brand identity can transform how your organization is perceived, but it's essential to understand both its potential and its limitations.  A strong identity can clearly express what your organization stands for, connect your brand to powerful images and ideas, and build equity over...

Today's leaders face a highly competitive market where standing out is more critical than ever. From the moment your customers wake up to when they fall asleep, they are exposed to countless brand messages. Every interaction—from checking their mail to browsing online—serves as a touchpoint...

Branding is a multifaceted discipline, but at its core, it hinges on recognition.  When we think about brands, the first things that come to mind are often the visual elements—logos, colors, and symbols.  This isn’t by accident; it's the result of meticulous design and strategy.  Visual identity plays...

When you hear the words "Corporate Identity," what's the first thing that pops into your head?  For most people, it’s a vision of a formal, rigid system—something you'd find in a corporate handbook or a line item on an expense report—something cold, distant, and...

Trademarks are integral to the fabric of modern commerce and consumer culture.  They are considered the shortest, fastest, and most ubiquitous forms of communication available due to their unique ability to convey complex ideas, emotions, and information instantly and universally.  Trademarks are powerful communication tools because they...