Some of our latest thinking

In SMPL Q+A, we interview practitioners on all things relevant to branding, design and simplicity. Here, we speak with Senior Strategy Director Nick Miller and Senior Designer Carly Dunne about our work with global owner and operator of floating production storage and offloading vessels BW Offshore.   What made Siegel+Gale and BW Offshore such a good fit? … Continued

Siegel+Gale

April 2021

Today, Bristol Myers Squibb is a leading biopharma company, combining the agility of a biotech with the reach and resources of an established pharmaceutical company. With a corporate brand dating back 30 years, the company needed a fresh start—a clear and compelling expression of its new vision of transforming patients’ lives through science.

Siegel+Gale

March 2021

As CMOs, we can choose to build brands that reflect and shape a more equitable culture and society. It's apt that during this challenging time, this year's IWD campaign theme is "Choose to Challenge." Along with five global marketing leaders, we discussed leading with empathy, operating from a place of fearlessness, celebrating the diverse communities that we serve and challenging stereotypes around female leaders and entrepreneurs.

Margaret Molloy

March 2021

As we embark on 2021, we still do not know when this pandemic period will end. Today, “normal” means a world of constant change and upheaval. Whether you rebrand to signify the next step in your company’s evolution or a renewed emphasis on your purpose, one thing is certain—for companies who are announcing a brand change, the focus should be on people, not logos and taglines.

Katie Conway

March 2021

What’s my definition of branding? Simple: it’s any individual’s experience with any part of an organization...anywhere and anytime. A brand is built (or not) every time a candidate walks into an organization for an interview, every time a customer returns a product to a retail store, or every time someone browses an offering on a website or digital device. A brand is what happens to you when you touch a company. Strongly branded organizations align those experiences to reinforce the brand promises they make in marketing. And that’s a job that never, ever ends.

David Srere

March 2021

Simple, clear communications and experiences are essential for all parts of the landscape—from pharma and biotechs to insurers and hospital systems. As The Simplicity Company, we counsel healthcare brands by offering clarity in both message and execution via meaningful experiences, while confidently defining their evolving role in a complex, dynamic marketplace. Explore how we’ve helped healthcare businesses leverage brand to solve complex challenges, including CVS Health, Bristol Myers Squibb, Centrient and Mount Sinai.

Siegel+Gale

February 2021

Fans should not be surprised that the Cleveland Indians are undergoing a name change — the writing’s been on the wall for years. For several seasons now, Indigenous people and allies have protested the team each Opening Day demanding change. The Indians front office have signaled that they have been listening and took the first step a couple years ago retiring their undeniably racist “Chief Wahoo” logo in 2018.

Casey Seijas

February 2021

We’re a global team of thinkers, dreamers and builders. In our Spotlight on… series, we feature one of our expert practitioners. Here, Scott Buschkuhl, Creative Director, talks about his design influences, misconceptions about the design process and hidden talents.

Siegel+Gale

February 2021

Whether you consider your brand building exercise a refresh, evolution or revolution, the logo is likely to command a healthy portion of the conversation. Crafting a new brand identity requires vision, restraint and execution—a combination only the most capable brand stewards achieve. Some of the process comes down to an indefinable magic—a meeting of designer and strategist; a striking of creative oil. But there are key qualities for which a team should strive for during the creative process, and by keeping them in mind, can ensure an impactful outcome.

Nijel Taylor

February 2021

As the human cost of Covid-19 escalates, so does the economic cost. With a baseline predication of global GDP contraction sitting at 5.2%, the fallout has been significant. Despite this, many see big opportunities.

Nick Miller

February 2020