Articles

It was another standout year for rebranding and brand development in North America. Amid a changing industry, the ever-increasing needs of clients and an increasing amount of brand touchpoints and communications metho...

In what has become a byword for disaster, the Hindenburg Zeppelin’s crash over New Jersey became world news and tolled the death knell for the technology’s proliferation. Could the collapse of the Zeppelin’s popularit...

Crocs shot to fame with the debut of its now-iconic resin-based clog in 2002. Fifteen years later, the company has evolved its design and brand to allow for a future focusing on its strengths, styles and values. Britt...

Over the decades, Land Rover’s brand positioning and design ethos has evolved, but it retains a direct tie to its heritage and its origins. How does the new Discovery fit within that landscape? Brittany Golob reports...

Marvin “Popcorn” Sutton was a famous moonshiner from around the Misty Mountains of Tennessee. He was known for his overalls, scraggly beard and talent for making corn-whiskey from an illegal copper still. He refined,...

Audio branding builds brand value. Your brand deserves a coherent system of sound and music created specifically to convey its values and advantages of your brand. Your brand can make every touchpoint a relationship-b...

In October 2015, the Hewlett-Packard Company announced its intention to split into two separate entities, signaling the largest corporate demerger in history. Siegel+Gale defined a new brand experience for the spinoff...

Our colleagues in our North America, Asia and European offices all agree that we seem to inhabit a new kind of business world where disruptive seems to be the new normal. Challenger brands are snapping at everyone’s h...

Change requires courage. But during times of significant change, courage is in high demand and short supply, as unimaginable complexity comes into sharp relief. Times of change bring with them new leadership, new tale...

What does ‘change’ mean for nonprofits? Organizations that are committed to change in a way that, arguably, nobody else is? Their work is the embodiment of change. They change the lives and circumstances of people in...