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Branding Results Documents

Herewith, a selection of deliverables for clients in various industries.

You can page through this section to see descriptions of each project and download individual documents that interest you.

Or, you can download a ZIP file with all the documents, by hitting the button below.

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The Smithsonian

The National Museum of Natural History is building a new Learning Center: "part lab, part town square, part do-it-yourself garage, part field site, part online community."

Key ideas: Participatory, experiential, sensory, immersive, interactive, personal. Doing, not just "looking at." Not just a space — a shared, dynamic, fluid, ever-changing experience.

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Jamba Juice

The juice chain, responding to customer feedback, adds a smaller 16-ounce size to its existing line of Original (24 oz) and Power (30 oz) sizes.

The task: Find a fresh, engaging way to brand the new size (i.e., not Starbucks-confusing). And craft dozens of new schemas where all 3 sizes fit together well.

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The product: A device that makes the arm weightless, allowing superhuman endurance.

Task 1: Craft an eye- and ear-catching name that's sleek, futuristic, exciting, and definitive.

Task 2: Craft a name for the entirely new product category that the device will create.

Their pick: X·AR – the exoskeletal arm.

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Human Rights Education

A new human rights organization forms, focusing on human rights education – with representatives from Amnesty International, the NEA, Stanford, Yale, Columbia, down to grassroots activists and individual teachers.

Main objectives: Take a stand. Inspire. Call to action. Cool enough to appeal to college students; serious enough to work with big non-profits. Muscled, but not radical.

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A small but powerful full-service agency in New York City – with clients like ESPN, the NFL, Coors, Nintendo, and Pizza Hut – breaks away from its corporate parent. A rebrand is crucial.

The task: Fuse two seemingly contradictory brand propositions – nimble in movement, but rock-solid in execution.

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Capri Sun

The powerhouse kids' juice brand needs a quick splash of name ideas for a healthy kids beverage – blending 100% fruit and vegetable juice.

Objective: brand a wholesome drink in a way that's fun-cool to 9-to-12-year olds.

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Lightspeed Gateway

An ultra-low-latency, direct-market brokerage weighs rebranding its algorithmic trading offering, breaking the service out from the shadow of the umbrella brand and forging a new brand proposition.

Watchwords: fast, secure, frictionless.

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2R Health

A food startup creates a healthy snack food for the 21st Century: Nutritious, delicious, organic, sustainable, earth-friendly.

Ancient wisdom meets modern know-how. Good health meets great taste.

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Doppelganger / vSide

The creators of a Second Life-like virtual world based around real music and virtual goods task me with two distinct needs:

1) Brand their Thursday night event lineup in a fresh, "Must-See TV" direction.

2) Craft text-messaging slang that teens will pick up and make their own – an audience that can smell "fail" a mile away.

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A biotech startup uncovers revolutionary new ways to spot diseases in genetic markers.

They need a decisive, confident name that says clear, accurate predictions – all in a short, available domain name.

They become Predicant Biosciences (

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MarkMonitor, specializing in Net-based identity management and protection (of trademarks, etc.), merges with AllDomains, a domain-name registry.

They need a name that conveys the synergy of the combined companies, while reflecting the new entity's broader scope.

Their choice: Asignia.

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