a
uniquely creative
notoriously thoughtful
multi-hyphenate
positively savvy
genuinely kind
think-forward
duo-disciplinary
brand studio
Design Minded helps bold brands and smart startups achieve their creative potential. Our unique approach artfully unites design and writing.
Projects
lululemon Selfcare
- concept/ideation
- naming
- messaging
- writing
In 2019, lululemon lunched their dual-gender selfcare line designed for after-workout “sweat reset.” Design Minded worked on creative concepting, naming, brand messaging, and product copywriting.
Joseph Phelps
- naming
- concept/ideation
- writing
We created the name and narrative for Proem, an award-winning wine series made by Joseph Phelps Vineyards.
NYCxDESIGN
- brand uplevel
- brand guide
- activation
Design Minded upleveled the identity for NYCxDESIGN, New York’s annual festival of design. We modernized the logo, design system, and brand guidelines.
Ellevest
- concept/ideation
- event design
- collateral
How to make people listen and take action. We designed an exclusive event for Ellevest, a FinTech platform that helps women achieve their financial goals.
Calendly
- verbal identity
- messaging
Calendly is more than you think. Beneath the surface is powerful software that enables next-level productivity. We helped Calendly tell their story.
lululemon
- brand uplevel
- product naming
- messaging
Alongside the Pentagram team, Design Minded worked on lululemon initiatives including brand uplevel, selfcare line, and experiential stores.
551 Madison
- visual + verbal Identity
- web design
- collateral
We crafted the identity and website for 551 Madison. Located in the heart of Manhattan, this high-end office building is designed for mindful work.
- naming
- verbal identity
- messaging
Design Minded helped reinvent Twitter Next—an internal group that partners with agencies to launch innovative ideas worth talking about.
La Saison Sportive
- visual + verbal Identity
- brand guide
For romancing the everyday. We created the brand identity for La Saison Sportive, a lyrical knitwear company with luxury standards and a slow-fashion ethos.
Monterey Bay Aquarium
- immersion
- brand idea
Helping to reimagine this prestigious aquarium by tapping into the wonder and awe of the ocean. This project was done as part of Abbott Miller’s team at Pentagram.
Capabilities
Brand Creation
We work with savvy startups and emerging tech companies to bring their inspiring ideas to life. From naming to visual identities, we build brands from the ground up.
- naming
- visual identity
- foundational narrative
- design system
- logo design
- verbal identity + messaging
- assets + guidelines
Brand Uplevel
We elevate and modernize established brands by preserving the best and evolving the rest. Our creative work prepares existing companies for their next phase of growth.
- design audit
- messaging audit
- visual + verbal Identity
- assets + guidelines
- design system
Brand Activation
For brands we’ve built and those met along the way, we help them be seen. Uniquely tailored to the needs of each client, we design websites, campaigns, and collateral.
- website design
- templates
- event design
- sales collateral
- creative campaigns