Stories of design across all media

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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...

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...

Making Genentech the Place to Work
Jul24

Making Genentech the Place to Work

A company is only as successful as its workforce. So when Genentech, a leading biotechnology firm, wanted to make their recruitment campaign more appealing to top talent, they needed a message that would distinguish them from other high-profile employers in the science and technology fields. To help them achieve that objective, they brought in San Francisco branding and design firm Iron Creative. Creating a message that reflected the...

Rock & Brews: Suds, Sandwiches & Consistency
Feb07

Rock & Brews: Suds, Sandwiches & Consistency

Few things go together like great food and rock ’n roll, so it’s little surprise that the restaurant chain Rock & Brews has made the mark that it has in the restaurant industry. It’s a family-style restaurant with a rotating menu of 52 craft beers and a real rock ’n’ roll pedigree: it was foundered by KISS’ Gene Simmons and Paul Stanley, legendary concert promoters Dave and Dell Furano, and restaurateur and hotelier Michael...

Retuning the Reno Philharmonic for Today
Jun07

Retuning the Reno Philharmonic for Today

Not only is the Reno Philharmonic Association the largest performing arts organization in northern Nevada, it’s also a cultural gem dedicated to uplifting the community that supports it. To publicize its civic-minded efforts, it enlisted that city’s Stan Can Design to rebrand it as more than just an orchestra at the top of its game. Print TV Web Collateral Brand Social An Allegiance to the Brand “Our firm is very disciplined in that...

Selling Union City to the World
Jun08

Selling Union City to the World

Every city has an identity. A personality. Nashville fiddles away as “Music City, USA.” Los Angeles is known for glitz, glam and rubbing elbows with Hollywood’s stars. And Union City, Calif., is making a name for itself as an innovative and diverse hub of community and business, while boasting the camaraderie of a small town. Near Silicon Valley, it’s an attractive option for businesses looking to start up or relocate to a diverse...

MHD Group Proves Itself the Real Golden State Warriors MVP
Sep20

MHD Group Proves Itself the Real Golden State Warriors MVP

How do you get basketball fans to tear their eyes away from mid-court to notice billboard advertising for a supermarket chain? Daunting as it may sound, that was the dilemma faced by California’s Lucky Supermarkets when they decided to advertise in a section of the Golden State Warriors’ home stadium, Oracle Arena. An effective campaign had to capture the excitement of the 2015 NBA Champion Warriors while paying homage to Lucky...

Designing for Events
Jul28

Designing for Events

By Wolfgang Strack The following column first appeared in the Spring 2015 issue of Storyboard magazine. These days it seems every tech firm wants one: their own company event or developers conference—you name it. From Salesforce to Cisco, Google to Box, everyone wants to create an experience. Center Stage Events provide a great stage for your brand because they combine all aspects of a holistic, integrated experience: content...

The Loma Prieta Quake: Commemorating without Fear
Jul14

The Loma Prieta Quake: Commemorating without Fear

October 17, 1989: a day that many Northern Californians will never forget. At approximately 5:04 PM, minutes before Game Three of a World Series matchup between the Oakland Athletics and the San Francisco Giants, a 6.9 magnitude earthquake rocked the Bay Area causing 63 deaths, 3,757 injuries and $6 billion – $10 billion in damage. Website Brochure Logo Poster Postcard While the region has since recovered, there are still many...

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