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Fiji vs Tap: Firsthand Adventures in Brand Marketing

By Jamie Rodriguez on Nov. 30, 2020

KEY TAKEAWAYS In marketing, perception is more important than reality. Great brand positioning can overcome product inferiority. When you read…

Political Branding: Archetyping the Presidential Tickets

By Jamie Rodriguez on Oct. 26, 2020

KEY TAKEAWAYS The 2020 election pits polar-opposite headlining archetypes against one another. Party affiliation influences how deeply a candidate can…

The Bridge: How We Turn Archetypes into Badass Brand Visuals

By Jamie Rodriguez on Sep. 30, 2020

KEY TAKEAWAYS "The bridge" helps us consider what an archetypal position means for a brand's visuals. Establishing a visual style…

Let’s Talk About Spec, Baby!

By Jamie Rodriguez on Aug. 31, 2020

Spec work: two words that strike fear into the hearts of creative agencies everywhere. Many promising engagements have been sullied…

Functional Design vs. Brand Design

By Jamie Rodriguez on Jul. 31, 2020

Brand systems are all the rage these days, and for good reason. Well-conceived and well-executed brand systems allow designers, developers,…

Branding Beyond 2020: The Human Method

By Erik Hernandez on Jun. 30, 2020

IN TODAY'S DIGITAL AGE, consumers can pretty much buy anything, at anytime, from anywhere. So what makes someone choose one…