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Rebranding a Cause on the Installment Plan
May09

Rebranding a Cause on the Installment Plan

For nonprofits working to shine a light on a cause, one goal is always clear: appeal to more donors. After all, the more money an organization raises, the more work it can do. But to achieve that lofty ambition, it must convince donors that it has what it takes to get results. One way to do that is by using branding to make the case. No one knows that better than Mathew Squillante, owner of San Francisco branding and design firm...

A Rebrand ‘Wrapped’ in International Flavor
Oct18

A Rebrand ‘Wrapped’ in International Flavor

If you’ve ever sat back to enjoy a spinach wrap for lunch, you may want to thank World Wrapps, a restaurant chain in the West Coast. A pioneer in the creation of delicious gourmet sandwiches wrapped in flatbread, the chain has been tempting San Francisco foodies since the early 1990s. World Wrapps evolved over the years and even explored different directions under new ownership. But now the original owners, three longtime friends, are...

Investing the E*TRADE Brand with Distinction
Jun21

Investing the E*TRADE Brand with Distinction

Once upon a time, investors had to place a call to their brokers if they wanted to make a trade. But in the 1990s, at the start of the Internet boom, online trading burst onto the scene. One of the pioneers in that space was E*TRADE, a company that sought to put the power of investing in the hands of the average consumer. E*TRADE went on to become a household name. Contributing to that feat was the branding work done by Menlo Park...

Q&A: Alina Wheeler – Designing Brand Identity
Jun23

Q&A: Alina Wheeler – Designing Brand Identity

The following Q&A first appeared in the Spring 2015 issue of Storyboard magazine. Alina Wheeler is one of America’s leading brand identity consultants. Her book, “Designing Brand Identity,” is an essential guide for anyone building a brand. It offers a proven five-phase process for creating and implementing effective brand identity, along with case studies, tools and examples. The book is currently in its 4th edition. What have...

Fresh Eyes Lead to an Effective Brand Refresh
Apr28

Fresh Eyes Lead to an Effective Brand Refresh

“The shoemaker’s children go barefoot” is an adage that hammers home a fact of life: Busy people rarely have time to see to their own needs. And the same, naturally, holds true for creatives. Realizing that they’d gone about as far as they could with their own identity after 15 years, San Francisco branding and design firm Noise 13 decided it was time for a change. Brand Print Digital They kicked off their brand-refreshing process by...

Rebranding Renews the Life in Lifewater
Jan13

Rebranding Renews the Life in Lifewater

The nightmarish Ebola epidemic may be the scourge that’s captured headlines of late, but the greater threat facing Africa and the rest of the developing world is a lack of clean drinking water. So when Rule 29 set out to refresh the branding of Christian nonprofit water-development organization Lifewater, they made communicating this need to new generations – using modern means – their top priority. Key to that: injecting Lifewater’s...

Nothing ‘Bittersweet’ About Chocolate Branding
Jan06

Nothing ‘Bittersweet’ About Chocolate Branding

It’s been said that life’s biggest challenges can be cured with love, prayer and a little chocolate. If that’s true, Berkeley’s Stoller Design Group has certainly done its part to make the world a better place, thanks to their cross-media campaign highlighting the delectable chocolate treats served up by Oakland’s Bittersweet: The Chocolate Café. Website Packaging In 2009, Bittersweet needed a website and packaging for their chocolate...

Who Can Rebrand a Man in a Van? Stan Can
Oct28

Who Can Rebrand a Man in a Van? Stan Can

When you’re a one-person business, you really can’t afford to have a chip on your shoulder. If you’re mobile bicycle repairman Allen Ray Hill of Reno’s Bicycleray, you keep that chip on your bike wheel instead. In Hill’s case, “Chip” happens to be the name of an 8-year-old parrotlet who hangs out with him while he’s mending bicycles up and down the Reno/Sparks highways. A bike repairman who comes to you, and who works with a talking...

Grid: Building ‘n Branding a Whole New Sport
Sep30

Grid: Building ‘n Branding a Whole New Sport

As you slip into your favorite jersey and casually eye the bigger TV screens at your local department store this football season, you might ask yourself “would I have what it takes to brand a whole new sport?” That’s not what you do professionally, you say? It isn’t what San Francisco’s Theory Associates does either, but that didn’t stop them from creating the name, identity, and even the field of play for the all new televised sport...

Glossary Branding & Identity Development

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