Category: Identity and Design

The Start of Something Big

May 16, 2016 — Lisbet Gutierrez

I spent this weekend at The Period Shop — the world’s very first pop up store dedicated to periods, created by our favorite period brand U by Kotex. To say that I’m proud to work with the CBX U by Kotex project would be an understatement. The pop-up shop brings to life the brand mission in a tangible way, and the shelves were lined with our anti-stereotype package designs. See more about how these cool, colorful designs came to be here.

The Period Shop was inspired by a Tumblr post from a young woman, Sarah M., who partnered with U by Kotex to make her vision a reality on 5th Avenue in NYC. Part celebration, part proclamation, The Period Shop is proof that, together, we can change how we think about, talk about, and shop for periods. All proceeds benefit Susan’s Place, a NYC-based transitional residence for homeless women.

And here are photos from my #PeriodProjects experience:

 

 

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C is for Changes

September 2, 2015 — Rachel Bernard

This has been a month full of exciting changes for Google. First there was the announcement of a new parent company, Alphabet. Then there was the spinoff of Google X into a standalone life sciences company. And yesterday, users were greeted with a fresh and playful new evolution of the Google logo.

So what do all these changes mean for the future of the brand? I think Alphabet will spell out a new era in taking much bigger risks.

Creating a new corporate entity is often a protective move to shield a brand from potential harm. The advent of Alphabet creates a separate place for the business to invest in the innovations that may seem too risky and perhaps too strange for a well-established and highly valued brand like Google to endeavor. Innovation is uncomfortable at first—it often looks scary or even silly until it becomes the new normal. For example, would a strange-at-first idea like Google Glass have earned greater permission if it had incubated in a start-up rather than Google, a brand that carries a defined set of expectations? Perhaps.

These changes should signal to investors that the brand is going to stretch significantly. In their announcement about […]

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Date At Your Own Risk: Licensing in Branding

August 26, 2015 — Lucila Tessi

Becoming a “licensee” allows brands the opportunity to extend into a new category or industry, modernize, stay relevant and build upon their brand value. When choosing the right licensing opportunity and when implemented effectively, it can have tremendous benefits. As of late, we’ve seen this with Minion-mania. It’s been said that Universal will make more off of licensed products than the Minions movie that just came out in July. Sounds tempting, right? But before jumping in, let’s take a step back and evaluate licensing.

The way I see it, licensing is a very personal tool used by brands. I often think of it as a relationship. Two people joining as one and representing what each other stands for. You look to benefit from each other, you meet each other’s friends and as a couple you work together to make each other happy. But unlike a relationship, you have the opportunity to plan for success prior to creating the partnership.

Here are five guidelines for brands to keep in mind when thinking of entering a (licensed) relationship:

What are you looking to get out of this?

Licensing should be used as a strategic business tool. Brands that want to license someone else’s intellectual […]

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