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Birchbox, the start-up that redefined the beauty category, was in an increasingly crowded space. Its competition was rapidly expanding, and they needed to reach beyond their loyal customer—the young beauty enthusiast. Additionally, as they grew their market with BirchboxMan, they needed a revitalized and broadened visual identity. To this end, they engaged Siegel+Gale.
SAP faced a central challenge: a longtime industry leader in improving their customers’ business performances, they also needed to be recognized for their innovative work in cloud solutions, machine learning, artificial intelligence, big data and blockchain. Introducing their expanding portfolio of technology offerings, SAP was now ready to fully own their innovative solutions. To this end, Siegel+Gale created a visual identity rooted in the idea of continuous movement and constant innovation.
Today, a company’s logo is no longer a solitary symbol of a brand. Though the classic Coke cursive logo or Adidas’ iconic three stripes serve as critical brand recognition, other companies must consider how their logos will be used to represent their brands cross-medium. More specifically, companies must challenge the creative team responsible with developing their visual identity systems to produce a final product that is designed with strategic intent and inspired by uninhibited conceptualization.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Steve Owen, executive creative director in EMEA, on the evolving role of colour in today’s brand identities.
This year’s Google Developer conference ended and we did not see any shiny new phones or covetable home objects. But that doesn’t mean it was any less important. Google unveiled some amazing new features and services that continue to push forward in areas such as AI, AR and location services. Here are five key takeaways and considerations for how these advancements could influence your marketing plans this year.
In this SMPL Q&A we speak with Nancy Hansell, strategy director, and Austyn Stevens, creative director, about our engagement with GroundTruth (formerly xAd), a global location technology company that drives results with real data.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Toby Marks, associate strategist, about how to design a compelling brand experience.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. In this Simplifiers interview, I speak with Nick Ragone, SVP – Chief Marketing and Communications Officer at Ascension.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A, we speak with Dominick Ricci and Julie Lee about Siegel+Gale’s work for Quicken.
It’s Tax Day again. And being a brand strategy agency, Siegel+Gale likes to question, interrogate and reimagine society’s systems. So at the request of Bloomberg, Siegel+Gale’s simplification and design teams redesigned the Internal Revenue Service (IRS) to make paying your taxes more fun, accessible and, above all, simple. Here’s what we came up with.