// Brand Strategy · Essay
Why Most Kansas City Businesses Rebrand Too Late — And Why the Cost of Waiting Almost Always Exceeds the Cost of Acting
Mara Ellison on the specific business conditions that signal a brand is holding a company back — the conversations with prospects that never close, the job candidates who don't apply, the partnership conversations that stall. The rebrand your leadership team has been deferring for three years is costing you more than the rebrand itself. Here's how to calculate that cost honestly.
Mara Ellison, Creative Director · 18 min read
// Identity Design
The Logo Is Not the Brand. But It Is the Most Important Single Element of It.
On the tension between the designer's correct insistence that "a brand is more than a logo" and the practical reality that the logo is the object that carries the brand into every environment.
Daniel Park · 12 min read
// Packaging Design
Retail Shelf as Design Context: How to Design Packaging That Wins at Shelf Without Knowing What's Next to It
Prairie Pantry Co. and the methodology we use to design packaging that differentiates in retail environments we cannot fully anticipate at the time of design.
Daniel Park · 14 min read