Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Breathing new life into a venerable brand.
Rejuvenation has become widely recognized as the leading maker and seller of period-authentic lighting and house parts. This is the good news. It’s also the bad news. They want to own the category, but if they aren’t careful the category could own them. ¶ They had done such a good job at positioning their themselves as old house geeks, their wide array of beautiful fixtures had become lost on potential customers owning mid-century or contemporary homes and condominiums. ¶ In order to remain relevant, Rejuvenation needed to understand that emotion and personal taste drive purchasing. Historic authenticity is important to a particular fixture’s story, but not to the story of the home, which is more eclectic, personal and creative. ¶ We transformed the Rejuvenation brand by re-thinking copy voice, merchandising, catalogue design and photography, and ultimately – their first new store prototype in decades. ¶ Results were measurable. Influential bloggers in the home design space are writing about the newfound relevance of the brand. Historically slow-moving fixtures styled with this fresh perspective saw significant increases. Once again, the trade sector looks to them as thought leaders, which in turn inspires new retail customers. In 2012, Rejuvenation was purchased by Williams Sonoma for $32M.

Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

“I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
Mike Edwards, CEO

Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

“I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
Mike Edwards, CEO

Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

“I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
Mike Edwards, CEO

Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

“I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
Mike Edwards, CEO

Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

“I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
Mike Edwards, CEO

Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

“I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
Mike Edwards, CEO

Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

“I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
Mike Edwards, CEO

Recapturing a brand voice that represents friendship. ¶ Lucy’s first incarnation was as an early e-commerce business. Like many companies of that period, lucy experienced a letdown when the dot-com bubble burst. After a lot hard work, they re-invented themselves as a brick-and-mortar retailer, but discovered that their brand was out of alignment. ¶ We were engaged to help lucy recapture their brand voice. Our brand strategy touched every touch-point of the customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy. ¶ Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. ¶ All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked.

“I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the high competitive active apparel market.”
Mike Edwards, CEO

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

In India, tea equals time. It is a symbol of relationships. ¶ In order to create a culturally sustainable brand, tea becomes the conduit for culture. ¶ The brand expresses the resonance of relationships in every gesture. Every manifestation of the brand are created in India, by local craftspeople. With the help of Indian cultural scholars, we traveled to Delhi to find Indian designers and craftspeople. We asked them to share the story of tea through letters, art and crafts. ¶ The brand experience as rich and surprising as the culture it expresses.

Hip Hemp formulates and manufactures In the Pink and Hip Hemp, a suite of organic botanical based massage oils and soft-gels and other pain relief products. ¶ We partnered with the founders to create a brand identity and strategy for Hip Hemp, then designed the brand, product identities, e-commerce site, social media and packaging. ¶ The key to driving traffic to this new online brand was a strategy that positioned Hip Hemp as a trusted resource for information about women’s health. ¶ Keyword research made it clear that new users needed to be able to quickly find reliable information about vaginal health. The site was strategically designed to highlight white papers, product ingredients, integrate with social media channels and streamline e-commerce. We also knew that the product line and categories were going to grow quickly over the first two to three years. This meant designing and programming a site that could easily evolve and grow with the brand.

Hip Hemp formulates and manufactures In the Pink and Hip Hemp, a suite of organic botanical based massage oils and soft-gels and other pain relief products. ¶ We partnered with the founders to create a brand identity and strategy for Hip Hemp, then designed the brand, product identities, e-commerce site, social media and packaging. ¶ The key to driving traffic to this new online brand was a strategy that positioned Hip Hemp as a trusted resource for information about women’s health. ¶ Keyword research made it clear that new users needed to be able to quickly find reliable information about vaginal health. The site was strategically designed to highlight white papers, product ingredients, integrate with social media channels and streamline e-commerce. We also knew that the product line and categories were going to grow quickly over the first two to three years. This meant designing and programming a site that could easily evolve and grow with the brand.

Loyal. Pure. Faithful. Wet Nose. ¶ For more than twenty years Hair of the Dog Brewing Company has been producing small-batch, bottle-conditioned brews. And we have been with them since the very beginning. The rare quality of their beer begged for a brand and package exuding Old World craftsmanship and attention to detail. The packaging feature a growing pack of cigar-chomping bulldogs whose names and hats change to reflect the style of each type of beer. ¶ The iconic design has been applied to merchandise, a new web site, posters and a popular brew pub extend the brand’s reach beyond the supermarket.

Loyal. Pure. Faithful. Wet Nose. ¶ For more than twenty years Hair of the Dog Brewing Company has been producing small-batch, bottle-conditioned brews. And we have been with them since the very beginning. The rare quality of their beer begged for a brand and package exuding Old World craftsmanship and attention to detail. The packaging feature a growing pack of cigar-chomping bulldogs whose names and hats change to reflect the style of each type of beer. ¶ The iconic design has been applied to merchandise, a new web site, posters and a popular brew pub extend the brand’s reach beyond the supermarket.

Loyal. Pure. Faithful. Wet Nose. ¶ For more than twenty years Hair of the Dog Brewing Company has been producing small-batch, bottle-conditioned brews. And we have been with them since the very beginning. The rare quality of their beer begged for a brand and package exuding Old World craftsmanship and attention to detail. The packaging feature a growing pack of cigar-chomping bulldogs whose names and hats change to reflect the style of each type of beer. ¶ The iconic design has been applied to merchandise, a new web site, posters and a popular brew pub extend the brand’s reach beyond the supermarket.

Loyal. Pure. Faithful. Wet Nose. ¶ For more than twenty years Hair of the Dog Brewing Company has been producing small-batch, bottle-conditioned brews. And we have been with them since the very beginning. The rare quality of their beer begged for a brand and package exuding Old World craftsmanship and attention to detail. The packaging feature a growing pack of cigar-chomping bulldogs whose names and hats change to reflect the style of each type of beer. ¶ The iconic design has been applied to merchandise, a new web site, posters and a popular brew pub extend the brand’s reach beyond the supermarket.

Loyal. Pure. Faithful. Wet Nose. ¶ For more than twenty years Hair of the Dog Brewing Company has been producing small-batch, bottle-conditioned brews. And we have been with them since the very beginning. The rare quality of their beer begged for a brand and package exuding Old World craftsmanship and attention to detail. The packaging feature a growing pack of cigar-chomping bulldogs whose names and hats change to reflect the style of each type of beer. ¶ The iconic design has been applied to merchandise, a new web site, posters and a popular brew pub extend the brand’s reach beyond the supermarket.

SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.

SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.

SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.

SRG Partnership is an legacy architectural practice in transition. As a new wave of leadership is taking shape, there is need of a new identity that looks forward without ignoring a proud past. ¶ Before designing anything, we needed to write a vision for the brand that could be shared among the entire company. We facilitated leadership workshops in both Portland and Seattle offices, then worked with that team to craft a vision that branded the firm behind a single purpose. We then set to creating an updated identity that retained brand equity while infusing new energy with a bespoke typeface, vibrant color and a contemporary design language. ¶ The old brand was strongly associated with a red the firm was reluctant to leave behind. But the previous red was dark and lacking in energy. A custom formulated red anchors the new identity with a bespoke typeface that is used for all their core brand elements and communications. ¶ Architrave is an uppercase display typeface inspired by ancient stone-cut letterforms discovered in a 2001 archaeological dig in Greece. While its essence is rooted in the ancient, its form draws on modern typography and twentieth century architecture forms. ¶ At small sizes the quirky personality of Architrave suggests the artist’s imperfect hand. When enlarged, each letter’s detail evokes a flattened three-dimensional space that is crisp as freshly chiseled stone.

Design in Public is a strategic initiative of AIA Seattle, a chapter of the American Institute of Architects to help Seattle appreciate the role and impact of design on urban life. ¶ designinpublic.org is also the home of the Seattle Design Festival, the region’s largest design event, bringing together the public, experts, business and city leaders to educate and promote an interdisciplinary public dialogue around the role of design in maintaining and enhancing the quality of life in Seattle. In 2019, the festival presented over 150 events for and attracted nearly 20,000 people. ¶ Users can browse events by type, interest and schedule, then plan and create a personal festival calendar. The site launched in the 12th year of the festival, supporting hundreds of thousands of hits in the first two weeks without a hiccup in performance.

Design in Public is a strategic initiative of AIA Seattle, a chapter of the American Institute of Architects to help Seattle appreciate the role and impact of design on urban life. ¶ designinpublic.org is also the home of the Seattle Design Festival, the region’s largest design event, bringing together the public, experts, business and city leaders to educate and promote an interdisciplinary public dialogue around the role of design in maintaining and enhancing the quality of life in Seattle. In 2019, the festival presented over 150 events for and attracted nearly 20,000 people. ¶ Users can browse events by type, interest and schedule, then plan and create a personal festival calendar. The site launched in the 12th year of the festival, supporting hundreds of thousands of hits in the first two weeks without a hiccup in performance.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

Rowell Brokaw has grown into Eugene Oregon’s most prominent architectural practice. They have earned a reputation for effective leadership, diligent research and analysis, responsive design, and a highly personal and collaborative process. They asked us to take them through a reflective process that would clarify their brand position that would in turn create an identity that conveys that to the world. ¶ They always see themselves as one piece in a larger team. They are masterful at reconfiguring their team and approach to best serve the project and larger team. They are also known rolling up their sleeves in a meeting to solve problems. Their cards include a scale on the reverse side that gets regular use in owner and contractor meetings.

MWA asked us to help evolve their brand identity, and provide a comprehensive package of communication materials. These included new stationery, presentation boards, digital presentation templates, proposal and report templates. ¶ There was still fondness for the mark, but the typography was dated. We refined the mark, created a custom typographic signature, and added a more tactile quality to their working papers.

MWA asked us to help evolve their brand identity, and provide a comprehensive package of communication materials. These included new stationery, presentation boards, digital presentation templates, proposal and report templates. ¶ There was still fondness for the mark, but the typography was dated. We refined the mark, created a custom typographic signature, and added a more tactile quality to their working papers.