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Our thoughts on all things brand related.

Stop worrying and embrace the long scroll

By Ernie Bello 

You can't help wondering, won't there be too much information on one page? How will my customers know to scroll down to see what I need to show them? Here’s why a long scrolling page might work for the story that you want to tell.

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Empathy: the key to a meaningful customer experience

By Larry Roth 

Spanning across all cultures, religions, and communities, there is some variant of the one axiom I remember from my childhood above all others--the golden rule--"do unto others as you would have them do unto you". The customer experience way of saying this is: "Putting yourself in the customer's place, what would you expect?" I see it as one word: "Empathy."

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Decrease friction for a better Customer Experience

By Larry Roth 

In business, there are also barriers that can cause friction that can prevent a customer from completing a task—whether it’s a long wait on a phone call or a complicated purchase process. Removing resistance and conflict from your customer touch points can greatly enhance a positive experience.

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Citi Bike is a branding home run

By Hampton Bridwell 

The launch of the Citi Bike Share program, the largest in the US, is achieving undeniable business success in a very short time. With over 6,000 bikes, 300 stations, 55,000 annual members, and 840,000 trips since its May 27th debut, the concept is instantly become a part of the NYC landscape.

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Thoughts on the new Whitney Museum identity

By Dan Dyksen 

Recently, the Whitney Museum launched a bold new identity that I really want to like. It's dynamic, unique and clearly thoughtful work. The graceful "responsive W" morphs in and out of content in a creative way. The stark black, all caps, san serif typography has been done before, but somehow feels fresh in this context. Because of the white space and prominent use of black and gray, the Museum's colorful artwork is the shining star throughout all of the collateral. And yet, I'm just not sure that the overall visual expression has the stature the Museum requires to build its brand.

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