AIGA 365 DESIGN EXHIBITION
EXHIBITION DISPLAY
For the AIGA’s annual design exhibition, CSA embraced the challenges inherent in the AIGA’s long, narrow space, and emphasized the long floor plate by creating a series of freestanding pedestal displays, which grew taller and smaller as they receded, creating an exaggerated perspective. A warm shade of red enveloped the entire exhibition, resulting in a cohesive transformation of the physical space, and a strong identity for the show. Organizationally, we departed from the previous years’ categorical approach and mixed up mediums as an editorial comment on the fact that lines between design disciplines are continually blurring. Upon completion, the exhibition’s dynamic and eye-catching design drew visitors in and invited them to discover the year’s very best in design.
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ALLIED DOMENCQ
HOLIDAY PACKAGING
Allied Domecq, which owns 12 of the top 100 international premium spirit brands, including Beefeater and Canadian Club, decided on a holiday “makeover� campaign to inspire consumers and drive sales. CSA positioned the two brands as hip alternatives to more popular spirits. Using the cocktail craze as a springboard for attracting a younger, more upscale crowd, a premium packaging look was employed,invoking a party atmosphere for one brand and an elegantly festive approach for the other.
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ALVAR AALTO: LIVING DESIGN
EXHIBITION DISPLAY,
The Embassy of Finland in Washington, DC, requested that a retrospective
CURATION & PROMOTION
celebrating the work of renowned ICF Group designer Alvar Aalto be mounted to mark Aalto’s 100th birthday. Working directly with the Finnish government, CSA curated the show and designed the exhibition, which included classic examples of this European modernist’s furniture, lighting and textile designs.
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AMERICAN CRAFT MUSEUM
BRAND IDENTITY &
The American Craft Museum was faced with the need to draw and retain
CAPITAL CAMPAIGN
members, patrons and donors, along with redefining the word “craft,” which
COLLATERAL
had evolved beyond handmade objects to encompass contemporary works of art. CSA’s branding program positioned the museum as a major cultural institution, introducing materials and color palettes that challenged conventional notions. An innovative direct mail campaign, seeking funds for the purchase and redesign of the museum’s main building, targeted top-tier patrons. An unfolding sponge “brick” provided both an element of surprise and a call to action, resulting in not only donations of cash, but gifts of major artworks as well.
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ASSURANT
BRAND IDENTITY &
In late 2003, Fortis decided to rename its North American operations “Assurant�
ADVERTISING
and take the company public. With a range of insurance and related businesses, Assurant needed a system that would help its subsidiary businesses retain their independence while increasing brand strength and awareness. The new logo features a loosely woven design that captures Assurant's unique ability to integrate a trio of strengths: risk management expertise, administrative systems, and distribution relationships. CSA also created an advertising campaign to coincide with the IPO.
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BIDEAWEE
BRAND IDENTITY &
Since 1903, New York-based Bideawee has found loving homes for homeless,
COMMUNICATIONS
abandoned, abused and neglected dogs and cats. In addition to its adoption
MATERIALS
centers, Bide-A-Wee offers a continuum of care that includes veterinary and animal behavior services, a retirement home, pet memorial parks, and education and volunteer programs. CSA developed a new brand identity for Bideawee, utilized across its communications materials, leveraging their historical name which is Scottish for “stay a while�. Two symbols, linked visually by the same elements, are distinctly Dog and Cat and bring a new edge to the mark with bold use of color and modern illustration. The identity has since been implemented in a variety of ways, including paperware, invitations, advertisements, website and pet bandanas.
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BRAVELINE TECHNOLOGY
BRAND IDENTITY &
In 2002, CSA struck a deal with Brave New Consultants, a full service technology
SALES KIT
company. In exchange for the design and development of a custom database, CSA created a distinct identity to improve understanding of the firm's core competencies and achieve a greater market presence. CSA developed a marketing strategy that leverages the breadth of services and renamed BNC "BraveLine Technology." The beta symbol, borrowed from the world of physics, served as the design inspiration and, because warm, red-toned colors are rarely seen in the tech sector, CSA chose a bold orange and strong gray to create visual impact. The new identity gave BraveLine the communications tools and the confidence to grow their clientele and their business.
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BRIDES.COM
ADVERTISING
Brides.com, the online home of Brides, Modern Bride and Elegant Bride, came to CSA hoping to leverage its new website, which is the definitive source for the most relevant information available to brides today. Seeking to launch the site in an unexpected and fresh way, CSA proposed a type and color-focused strategy, separating Brides.com from other major bridal advertisements, by avoiding multiple images and messages as well as pastel color schemes. The result: three confident and arresting advertisements that catch the eye and attention of even the most harried bride-to-be.
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BROOKLYN BOTANIC GARDEN
VISUAL IDENTITY &
Brooklyn Botanic Garden sought to improve awareness among its local audience,
COMMUNICATIONS
which includes Manhattanites and diverse ethnic groups from surrounding
MATERIALS
brownstone communities, while drawing more national and international visitors. Together with a distinctive new logo, CSA introduced a communications platform that uses photography to show plant life as objects of art, elevating the botanic garden’s image as a cultural institution on par with museums. A new tagline, “Where Plants Come to Life,” works both literally and metaphorically to convey the Garden’s spirit and provides an editorial foundation for future marketing and public relations promotions.
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CADWALADER
BRANDING
As one of America’s oldest law firms, Cadwalader’s visual identity reflected its rich history but did not communicate the firm’s energetic spirit. CSA designed a comprehensive program to define the firm’s position, educate attorneys and staff, inform clients and recruits, and integrate offices and communications. “Color Wrapped in Black & White” forms the basis of the design. Elegant black and white exteriors envelop vibrant interiors—whether it’s the colors on the inside of the folders or the ideas contained within the firm’s pitch books. The new “Cadwalader” logotype is also notable. Although the firm’s legal name remains “Cadwalader, Wickersham & Taft LLP,” the simplified logo is more modern.
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CADWALADER
RECRUITING CAMPAIGN
In 2005 Cadwalader was ready for a bold recruiting approach that would weed out associates with an inflated sense of entitlement. CSA recommended appealing to law students eager for a challenge rather than those who shirk it. The resulting campaign was entitled “Real Deal” and highlighted the realities and opportunities inherent in front-line work. Rather than the usual “careers” section of the corporate website, CSA also developed and deployed a targeted “microsite” that demystified the recruiting process and provided guidance to second year law students, many of whom have never participated in a formal interview before.
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CADWALADER
WEBSITE
In designing Cadwalader’s website, our chief concern was to create an interface that accommdates the typical, time- crunched user who comes to the site in search of specific information. The look and feel corresponds with the firm’s new identity by combining classic black and white images with unexpected punches of color. We also addressed a unique regional issue: The firm’s London office has a distinct personality and mission, so we created a “site within a site” that allows clients to access the London pages through a direct URL without ever visiting the US site.
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CAPELLA
PEDREGAL DE CABO SAN LUCAS MEXICO
RIGEL ESTRELLA
HOTELS AND RESORTS
DIRECTOR OF SALES
restrella@capellapedregal.com M 011.52.624.147.5184 T 011.52.624.172.0374 F 011.52.624.143.1348 CAMINO DEL MAR 1 PO BOX No.36 CABO SAN LUCAS, BCS 23930, MEXICO
BRAND IDENTITY
Launched by the West Paces Group in 2006, hotel industry icon Horst Schulze wanted to create a number of high-end ultra luxury resorts that feel more like exclusive, private homes. Located in destinations around the world, from Cabo San Lucas, Mexico to Castelmartyr, Ireland, each Capella property is an intimate getaway, witha no more than 100 rooms, no formal check-in, cuisine of choice on demand, and personal butlers. CSA created a brand that encompasses Schulze’s “new classic” idea of privacy and luxury. While solidifying one unified vision for Capella, we devised a system that lets each individual property stand out while still remaining true to the luxurious roots of the brand itself. 2 2 W E ST 19TH STREE T, 10TH FL NE W YO RK , NY 10 01 1- 42 0 2 T 212. 8 07.0 011 F 212. 8 07.0 870 W W W.CARBO NE SM O L AN.C O M
CHADBOURNE & PARKE LLP
BRAND IDENTITY &
Although Chadbourne & Parke LLP had an impressive client list and growing roster
COLLATERAL
of international offices, the partners nevertheless felt that the firm was often “under the radar” in terms of public perception – including that of prospective clients. CSA’s strategy leveraged Chadbourne’s past while adding a universal quality. The new identity is sleek, dignified and modern, giving the firm a unique voice in today’s crowded legal profession, where old-fashioned engraved ivory letterhead and standard typefaces predominate.
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CHICAGO SYMPHONY ORCHESTRA
BRAND IDENTITY,
Following the $110 million-dollar renovation and expansion of its Symphony
SIGNAGE & WAYFINDING
Center, the Chicago Symphony Orchestra needed a singular identity to help promote its diverse activities to the public and to potential donors. To connect the orchestra with its locale, the new identity reinforces the visual link between the “C” in “Chicago” and the swirling form of a bass clef. The identity was applied extensively to merchandise, banners and communications, while tying into wayfinding and donor recognition sign programs that seamlessly guide and inform audiences throughout the center.
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CHRISTIE’S
BRAND IDENTITY,
A new global identity program for Christie’s, the world’s oldest and most
INTERACTIVE MEDIA &
distinguished fine art auctioneer, was designed to attract a new generation of
SIGNAGE SYSTEM
buyers and sellers. Environmental branding included interior signage and display systems for show windows running 150 feet in length. The prominence and scale of these displays instantly established Christie’s New York headquarters as a pillar of Rockefeller Center and the successful program was extended to showrooms in Paris and Berlin. A comprehensive standards manual posted on the company’s intranet brought brand coherence to all 117 offices worldwide.
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CLIFFORD CHANCE
RECRUITING BROCHURE
Saturated color blocks, a compartmentalized layout and a journalistic photography style lend this fun recruiting brochure a magazine quality. Candid shots, taken in graphically compelling locations give the piece an exciting, adventurous feel. The editorial direction turns on the idea of “going places,� a concept designed to emphasize the world of opportunity Clifford Chance offers its associates, and the chance to follow whatever career path their hearts desire.
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CORBIS
PROMOTIONAL
For Corbis, determined to become the preeminent source of stock fine art and
BROCHURES, CATALOGS
photographic images, an emotional message triggers a strong response from
& INTERACTIVE MEDIA
buyers while underscoring the breadth and depth of Corbis’s collection. In “Hot Buttons,” an oversized direct mail piece, CSA paired images in unexpected and sometimes controversial ways. Brochures, catalogs, advertising and digital media reinforce this thought-provoking personality.
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CRADLE TO CRADLE
LOGOTYPE & TAGLINE
Bill McDonough and Michael Braungart’s innovative thinking on industry and ecology has led to the development of products made of materials that will never end up in a landfill or a recycling plant. Instead, they return safely to the soil or become new products as part of an eternally renewable lifecycle. To help market the products, CSA developed a mark and tagline that would introduce consumers to the Cradle to Cradle concept. The circle-shaped mark evokes a sense of ecological continuity and scales easily to products of various sizes. The accompanying text provides a brief explanation of the Cradle to Cradle process, making sure the user knows how to complete the cycle.
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DECHERT
RECRUITING BROCHURE
CSA set Dechert on a new identity path with a fresh approach to legal marketing
& WEBSITE
that distinguished the firm by highlighting its strengths and its culture. The florescent orange cover grabbed attention while the interior pages used iconic images and irreverent headlines to introduce the attorneys and pique interest in case profiles. The website was a breakthrough site within the legal community, garnering positive feedback and attracting new clients and new legal talent. Dechert became a mainstay on CSA’s client roster, and recently engaged CSA to reimagine the recruiting brochure. The result was a vibrant piece entitled “Dream Big” designed to draw the next generation of associates to a Dechert career.
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DELOITTE CONSULTING
SALES BROCHURES
When your product is service, and that service is complex even for the knowledgeable customer, how do you motivate your sales force to tell your story in a way that is accessible, comprehensive and compelling? For Deloitte & Touche Consulting, the answer was to make the invisible visible and the intangible tangible. Metaphorically, parts and pieces of the consulting process work in concert to transform the corporate “machine� into a well-tooled whole. A flexible system of more than 30 service line brochures, coupled with specific industry sector information and a flagship brochure, allows D&T to customize its service offerings for prospective clients.
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DELOITTE TOUCHE TOHMATSU
RECRUITMENT
Facing stiff competition in hiring high-caliber Juris Doctor and master of law
CAMPAIGN &
graduates, Deloitte Touche Tohmatsu’s Global Tax and Legal Services Group
E-BROCHURE
harnessed the power of multimedia technology to create a campaign and e-brochure that spoke to a new, tech-savvy generation. Permanently housed on the firm’s website, the brochure features young partners describing the Deloitte experience in their own words. The film was shot in a number of locations worldwide and edited into QuickTime movies. The campaign message, “We Are Ready,” reinforces the image Deloitte wanted to project–a youthful, surprising and different organization that believes strongly in individuality and personal satisfaction.
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DORIS DUKE CHARITABLE FOUNDATION
BRAND IDENTITY,
The $1.4 billion Doris Duke Charitable Foundation needed an identity that would
MARKETING
visually unify the organization’s various philanthropic efforts and communicate
COMMUNICATIONS &
three attributes—sophistication, elegance, and credibility. Two overlapping
WEBSITE
uppercase Ds and a soft color palette became the cornerstone of an integrated marketing and communications program. The mission of the foundation is to protect children, preserve natural environments, seek cures for diseases and nurture the arts. To represent these four main areas of giving, CSA created softfocus photography collage depicting a teddy bear, a leaf, an echocardiogram, and a saxophone—providing a visual expression of Doris Duke’s generous spirit.
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ENDURANCE INSURANCE
BRAND IDENTITY,
Endurance Specialty Insurance Ltd. is a global provider of property and casualty
ADVERTISING, SIGNAGE
insurance and reinsurance. Funded by industry heavyweights, including Aon
& ANNUAL REPORT
Corporation, Zurich Financial Services and GM Asset Management, Endurance launched operations at the end of 2001. CSA developed a creative concept based on “The Golden Mean,” a symbol of perfect proportions found in nature, art, and architecture. We also created the tagline “where insight and analysis come together” to reinforce the idea of unity and balance. The new corporate identity and communications materials energized the company’s small staff and Endurance was able to begin marketing itself with confidence.
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FGIC
ARCHITECTURAL
In order to give traditional New York City financial conservatism a stylish twist and
GRAPHICS
create harmony with FGIC’s new interior design, CSA developed a program inspired by the office’s curving walls. Using common materials in innovative ways added value by providing a flexible wayfinding system that would accommodate staff and office changes at minimal cost. The signs project a customized image and effectively guide both visitors and employees. The design also addressed the newly ratified ADA laws and ultimately earned CSA an Honor Award from the Society of Environmental Graphic Design.
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FGIC PUBLIC FINANCE
ADVERTISING CAMPAIGN
Owned by GE Capital, Financial Guaranty Insurance Company (FGIC) is an
& MARKETING
insurer of municipal bonds, both newly issued and those traded in the secondary
MATERIALS
market. When FGIC’s Public Finance group developed a new business strategy and broadened its underwriting criteria, CSA created an advertising campaign to announce the shift. To further increase brand awareness and introduce the industry to Public Finance’s new positioning at trade shows and conferences, CSA designed collateral pieces, including folders and signage, to work in conjunction with the advertising, for an attractive, seamless communications suite.
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GRAMMY ® AWARDS HOST COMMITTEE
“THE MUSIC TRAIL”
To celebrate the 45th Annual GRAMMY® Awards, the New York City Host
CAMPAIGN
Committee created a road map of the city’s musical sites to introduce visitors to both well-known historical music sites as well as off-beat venues where music is made every day. “The Music Trail” featured places of interest in all five boroughs, ranging from Lincoln Center in Manhattan to the Doo- Wop Corner in the Bronx to the Steinway Piano Factory in Astoria. To promote the program, CSA designed print materials and an advertising campaign that encouraged visitors to “follow the music” using public transportation. At the center of the campaign are images that evoke classic New York experiences, such as taking the subway, crossing the Brooklyn Bridge or riding the Staten Island Ferry.
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GREYSTONE
CAPABILITIES BROCHURE
Greystone is a financial services and trading company that finances and develops multifamily housing and health care properties. To set them apart, CSA developed a brochure that reflects the unconventional spirit and personality of the company, as well as its impressive track record. The unorthodox theme, “A Different Breed,” sets a daring creative direction, in stark contrast to the mundane, conservative materials found in the industry at large. This colorful, whimsical approach, using canine mascots and provocative copy, serves as a beacon to attract Greystone’s ideal clientele: risk-takers who are willing to match Greystone’s creativity, drive and sense of adventure.
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GREYSTONE
BRANDING
The Greystone & Co., Inc and its affiliated companies’ Brand Identity is based on a visual theme of simple typography, strong geometry, dynamic color, and iconic photography. The universal square shape for the Greystone logotype and business group signatures provides great flexibility and becomes a distinguishing format when used in marketing materials. Further distinction for each business group is identified through each individual and separate color.
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HARTFORD STAGE
BRAND IDENTITY
Founded in 1963 and a winner of the Tony Award for Outstanding Regional
& MARKETING
Theatre, Hartford Stage was in a position to attract more audiences not only within
COMMUNICATIONS
the Hartford area, but also from New York, Boston, and even across the nation. The new logo, based on the concept “Cast of Characters”, communicates originality, energy and intelligence, but it’s as accessible as it is sophisticated, because it was important that the theatre not feel too elitist for the local community. Launched in conjunction with the theatre’s 40th anniversary in Spring 2003, the new identity signaled something new and exciting was happening at the theatre.
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HERMAN MILLER
SHOWROOM GRAPHIC &
The legacy of the Herman Miller company was carefully interpreted in the
PRODUCT DISPLAY
design of its New York showroom. CSA helped create a space that would function simultaneously as corporate office, sales environment and creative meeting area. A repetitive pattern using the corporate logo animates the entrance and leads to an interactive display system of modular components that present product samples, materials and finishes. The visitor is exposed to the company’s latest products as well as its classics, while being immersed in Herman Miller’s design philosophy.
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HIGH MUSEUM OF ART
ENVIRONMENTAL
Stylistically uniting their complex of buildings, while enhancing visitor experience,
GRAPHICS, SIGNAGE &
was the goal of the environmental graphics project at the High Museum of Art
WAYFINDING
in Atlanta, Georgia. Recognizing the value of a smart signage and wayfinding system, the High contacted us after a successful project at their sister campus, the Woodruff Arts Center. The High is renown institution with an outstanding collection over 11,000 works of art includes African art, American art, decorative arts, European art, folk art, modern and contemporary art, and photography. The project scope was large: encompassing exterior, interior, donor wall, administrative, and ADA/regulatory signage for the entire complex, Meier Building, and the three additional Renzo Piano additions.
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HMV
RETAIL BRANDING &
The fast-paced and impulsive nature of music retailing demands a viscerally
SIGNAGE
engaging experience for a diverse clientele. When this is needed on a worldwide basis, what guarantees brand consistency? For UK-based HMV, multicultural codes and cues, packaged in a colorful vocabulary for signage and displays, work effectively in all of its 275 stores worldwide, from Tokyo to New York to London. The exhaustive product offering is made accessible by bold, eye-catching graphics so that purchasing becomes an easy, fast and fun experience.
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HOTEL RAFAEL
HOTEL GROUP IDENTITY,
For Hotel Rafael, CSA was able to link 3D and 2D design to achieve a seamless
COMMUNICATIONS &
brand voice. Taking cues from the hotel’s historic architecture, we took
SIGNAGE
approach to signage–both the numbers and the formats of the signs were kept to a
a quiet
minimum. The same principle applied to the logotype: a strong, central R works as a mono- gram and adorns everything from the swizzle sticks in the bar to canopies over the front and side doors. Merging service with style, Hotel Rafael quickly won a reputation as one of Munich’s finest luxury properties.
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HOTEL RAFAEL
HOTEL GROUP IDENTITY,
For Hotel Rafael, CSA was able to link 3D and 2D design to achieve a seamless
HOTEL BRAND,
brand voice. Taking cues from the hotel’s historic architecture, we took
COMMUNICATIONS &
approach to signage–both the numbers and the formats of the signs were kept to a
SIGNAGE
minimum. The same principle applied to the logotype: a strong, central R works as
a quiet
a mono- gram and adorns everything from the swizzle sticks in the bar to canopies over the front and side doors. Merging service with style, Hotel Rafael quickly won a reputation as one of Munich’s finest luxury properties.
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HOUGHTON MIFFLIN
IDENTITY, TEXTBOOK
This design program revolutionized children's textbooks and helped our client
COVER DESIGN &
garner 40% of the marketplace upon its introduction. "The Literature Experience"
MARKETING COLLATERAL
was a new reading series that re-invented the category and set new standards in a less-than-dynamic industry. Through our research to better understand the audience, we recognized an opportunity to entice students and teachers through design that was more reminiscent of commercial books than of textbooks. We invited well-known aillustrators to design the covers and hired designers all over the country to give the books an eclectic feel.
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ICF GROUP
BRAND IDENTITY, SALES
International Contract Furnishings sought to determine how the brand equity of
TOOLS, ADVERTISING &
its collection of companies – ICF, Nienkamper, Unika Vaev and Helikon – was
ENVIRONMENTAL
perceived by architects and designers, and how best to position the business for growth. Establishing ICF Group as the umbrella brand, with the others as a coordinated system of subbrands, provided a consolidated selling system. Marketing efforts, including advertising, online promotions aand, ultimately, retail stores – were all designed by CSA for maximum brand coherence. The result was product line expansion and, more importantly, bottom-line success.
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THE IMAGINE GROUP
ANNUAL REPORT
Financial services holding company The Imagine Group approached CSA at the close of its first year of business, seeking an annual report that would mark its entrance into the marketplace. As a start-up specialty company, the first annual report needed to be both eye-catching and businesslike. The founders wanted a bold calling card, but they also needed a straightforward report with which to communicate their financial statements. CSA responded with the concept, “An Alternate Perspective,” and chose dramatic black-and-white landscape photography from fine art – not stock – portfolios to give the piece simple sophistication with an unexpected visual “twist.”
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THE JEWISH MUSEUM
BRAND IDENTITY &
In 1993, CSA worked with the Jewish Museum to create a visual identity. The
COLLATERAL SYSTEM
logo has become a recognizable icon on Museum Mile, and the strength of the identity is a testament to the Jewish Museum’s success in adhering to CSA’s design standards. Approaching its centennial year, the museum sought to refresh its image and reinforce its position as a “museum of art and culture for all people.” CSA developed a colorful new look and feel that it is stronger and more contemporary. The editorial concept, “Art, Culture & ____” is succinct, versatile, and easy to integrate. The new program economizes production, differentiates the museum from other cultural institutions dedicated to Jewish heritage, and fuses the best of the past with a vision for the future.
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KEN BURNS’S “BASEBALL”
BRAND IDENTITY
How do you leverage a landmark television series for maximum exposure so that
& MERCHANDISING
it can be licensed to other companies for product tie-ins and promtions? Ken
PROGRAM
Burns’s Baseball presented an opportunity to extend the sense of history and pride captured in this 18-hour miniseries. Ken’s passion for Americana inspired the branded line of merchandise, which comprised videos, soundtracks, books and collectibles, unifying the wide number of licensees, who ranged from Bertelsmann to Elektra Records to Knopf.
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LATHAM & WATKINS LLP
CORPORATE IDENTITY
"Integration" was the buzzword that Latham & Watkins hoped to embody to clients and prospects when it embarked on its rebranding effort. With a apositioning based on youthful entrepreneurialism and business savvy, and typography that is modern and unencumbered, the new identity works well in an international arena. Created and launched in only four months, the complete program was implemented in 24 offices with over 2,500 attorneys, and applied to a prolific paperware and communications system that includes everything from seminar and pitch materials to advertisements to brochures.
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LOS ANGELES COUNTY MUSEUM OF ART
ENVIRONMENTAL
For LACMA, the largest museum in the western U.S., CSA designed an exterior
GRAPHICS
and interior sign program for the new four-level, 15,200 square foot The Robert O. Andersen Building, which more than doubled the major exhibition space and added nineteen galleries. CSA made a strong visual statement to complement the striking and innovative architecture, while creating a program that could accommodate future expansion plans. In keeping with the style of the building, fabrication materials included metal channel letters, etched and sandblasted glass, sandblasted granite, silkscreen and cut plexi-glass letters.
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LEONARDO DA VINCI EXHIBIT
EVENT IDENTITY,
To promote Morgan Stanley’s sponsorship of Leonardo da Vinci, Master Draftsman,
MARKETING COLLATERAL
an exhibition of drawings held at The Metropolitan Museum of Art, CSA developed
& ADVERTISING
an integrated marketing and PR campaign. The theme, “Drawn by Curiosity,” tied Leonardo’s unending pursuit of knowledge and discovery to Morgan Stanley’s innovation and intellectual leadership. The event materials and outdoor advertising gave way to a cohesive sponsorship campaign. Morgan Stanley was able to maximize exposure for its sponsorship, ultimately driving bigger crowds to discover da Vinci at the Met. 2 2 W E ST 19TH STREE T, 10TH FL NE W YO RK , NY 10 01 1- 42 0 2 T 212. 8 07.0 011 F 212. 8 07.0 870 W W W.CARBO NE SM O L AN.C O M
MALLIOUHANA HOTEL
BROCHURE
The “Love Affair” concept employs romantic, provacative lanuage to describe a serious love affair – not with a person, but with hotel Malliouhana. The Malliouhana experience contains the qualities that one looks for in a mate— passion, intimacy, trust, poise, grace. But here it’s passion for fine French cuisine. It’s devotion by the staff and the guests alike. It’s intimacy created by the accommodations. It’s the grace of the sunset, the ocean, and the architecture.
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MACMILLAN MCGRAW-HILL
EDUCATIONAL WRITING
A dynamic visual solution for Macmillan/McGraw-Hill’s reading textbooks, in which
SERIES
bold white backgrounds enhance vivid illustrations across 32 individual titles, created a signature product brand. The program stood in marked contrast to the competition, propelling it to number one in the children’s education market.
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MUSEE DU LOUVRE
ENVIRONMENTAL
After winning a coveted international competition to design a signage system
GRAPHICS & WAYFINDING
for the Musée du Louvre, CSA awoke to the daunting task of moving millions of international visitors through one of the world’s most complicated museums while respecting the contrasting architectural styles of I.M. Pei’s pyramid and the original 16th-century palace. Echoing Paris’s own arrondissement (neighborhood) system, a numbered plan was created that, when keyed to a handheld paper guide, accommodates the constant relocation of the museum’s collections and has made the museum accessible to more than 60 million visitors since its design over a decade ago.
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MIHO MUSEUM
OPENING INVITATION,
The Miho Museum is a dream realized by the Shumei family, which is driven by
MUSEUM GUIDE &
the belief in the power of art and beauty to enrich one’s life and nurture the soul.
BROCHURE
To celebrate I.M. Pei’s brilliant creation, CSA designed commemorative materials for the Miho Museum’s opening ceremonies in Shigaraki, Japan. Our design work began with the opening invitation, which was influenced by traditional Japanese silkscreen ink painting, and extended to a commemorative book that introduced the museum and a guide to help visitors find their way through the complex. In addition, an elegant keepsake book was created as a gift for special guests at the opening.
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MORGAN STANLEY
BRANDING
Carbone Smolan Agency’s long-standing relationship with Morgan Stanley has resulted in many projects throughout the years, but none so far-reaching as their identity. The Morgan Stanley identity system has two components: the refreshed logotype and the vibrant brand pattern. The new logotype gives Morgan Stanley a modern, refreshed look.
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MORGAN STANLEY EVENTS
EVENTS SYSTEM
Following the launch of Morgan Stanley’s new brand image, the firm needed a tailored, consistent communications program for its Institutional Services and Corporate Events group to promote the over 350 global events Morgan Stanley sponsors annually. CSA developed a three-tiered system and created a unique, fresh look for each category. Within one year, the new hierarchy of communications streamlined production, reduced costs and was enthusiastically adopted by 99% of the internal business groups.
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MORGAN STANLEY MUTUAL FUNDS
GLOBAL DIVIDEND
Morgan Stanley Mutual Funds needed an engaging way to promote house funds
GROWTH MUTUAL FUND
while educating its sales force. Playing to the young, eager brokers' innate sense
CHALLENGE GAME
of competition, we devised a three-tiered memory game, devoting each level to a unique aspect of the fund. Finding a match among the images yielded a factoid about the fund, successfully combining fun with function. The interface was designed to be compelling, educational and aligned with the Morgan Stanley corporate brand.
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MORGAN STANLEY CLIENT ONE
HIGH NET WORTH
To upgrade its high net worth communications program, Morgan Stanley wanted
COMMUNICATIONS
to build on its "one client at a time" positioning by adding an element of
PROGRAM
sophistication. After the name “ClientOne� was chosen, CSA incorporated the new moniker into a clean, crisp design platform accented with colorful conceptual illustrations. Central to the design is a sub-brand designed to evoke the circular quality of Morgan Stanley's client-driven process, and the ongoing, reciprocal nature of client relationships. The pieces work both as a system and individually, and maintain the integrity of the existing Morgan Stanley brand guidelines. The pilot program was so successful that Morgan Stanley recently decided to implement ClientOne to a broader retail audience.
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MORGAN STANLEY RECRUITING
RECRUITING CAMPAIGN
When Morgan Stanley decided to focus on attracting new talent, CSA developed a strategy whereby students could self-identify with a series of statements emphasizing the attributes that Morgan Stanley values: leadership, excellence and creativity. The culminating question was “Are you Morgan Stanley?” Oversized handouts, which doubled as advertising inserts for college newspapers, featured portraits of would-be recruits against a bustling city background. A section of the corporate website tied into the campaign’s theme and instead of the usual pencils or coffee mugs, Morgan Stanley invited recruits to “Tune In” by giving away iTunes gift cards worth five free songs.
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PS 32/MORGAN STANLEY
MURAL FOR PS 32
In August 2005, Morgan Stanley and CSA joined forces to bring nature to an urban elementary school in the Bronx. Morgan Stanley donated the materials and sent its new recruits to paint, while CSA designed the mural and managed the project. With over 70 people painting at once, CSA considered the technical requirements early in the concept phase. Areas of solid color with clearly defined outlines were essential to maintaining a singular vision for the mural. The result: bright, modern forms that captured the imaginations of its young audience, many of whom wrote notes to express their appreciation. 2 2 W E ST 19TH STREE T, 10TH FL NE W YO RK , NY 10 01 1- 42 0 2 T 212. 8 07.0 011 F 212. 8 07.0 870 W W W.CARBO NE SM O L AN.C O M
MUSEUM OF MODERN ART
ENVIRONMENTAL
In 1984, MoMA embarked on a major architectural expansion. CSA created an
GRAPHICS
exterior and interior sign program that reflected the museum's new architectural personality. A row of poster kiosks provided a sculptural introduction to the museum and donor signage greeted visitors at gallery entrances. Painted fiberglass sign bands with brushed aluminum letters identified the major galleries, museum shops and theaters. Even code and regulatory signs were elegantly designed and integrated into the architecture. The signage system worked so well that it remained in place until the next expansion, almost two decades.
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NEO
MAGAZINE DESIGN
The Simpson Paper Company, a leading manufacturer of recycled papers, launched NEO as the premier publication of its marketing program targeting the design community. In CSA’s vision, the dialogue between alteration and preservation is driven by a striking selection of spokespeople and landmarks. Working with creative individuals such as performance artist Laurie Anderson, fashion designer Gene Meyer and special effects wiz Robert Greenberg, CSA crafted a provocative design that moves easily between past to present with energy and intelligence.
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NIZUC
BRANDING
Nizuc, located on Mexico’s Mayan Riviera, is an exclusive resort property and private residences which incorporates world class architecture and design, respect for and preservation of the natural landscape, while delivering a level of service, hospitality and warmth that redefines luxury. What began as a vision born from developer Alan Becker has been given life through the collaboration of hospitality visionary, Adrian Zecha, hospitality management group GHM Hotels, celebrated architect of Jean-Michel Gathy, and CSA.
CSA created a luxury brand identity that distinguishes Nizuc from other worldclass destinations that will appeal to elite investors, travelers and luxury residence buyers, while earning the support and respect of the local community. Nizuc yields an aesthetic that is modern yet timeless, dynamic yet subtle which CSA has captured through every touch point to ensure a seamless brand experience.
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NONESUCH RECORDS
PACKAGING
An award-winning CD packaging system for the Nonesuch Records film soundtrack series features legendary composers George Delerue, Alex North, Leonard Rosenman and Toru Takemitsu. The covers evoke the essence of the cinema through immediately recognizable film stills. The series complements other packaging created by CSA for the Nonesuch product line, which ranges from classical to pop.
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NEW YORK BOTANICAL GARDEN
INTERPRATIVE SIGNAGE
The Everett Children’s Adventure Garden at The New York Botanical Garden is the largest facility of its kind, comprising a 12-acre indoor/outdoor science museum and 40 discovery activities. In redesigning the Garden, CSA developed a plan that turns visitors into “explorers” and helps them use their tools to seek out plant science information. The new program, which combines brightly illustrated signs with easy-to-understand text, educates through interaction, providing hands-on activities that engage all five senses and allow children to discover the wonders of the natural world independently.
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OXO
PRODUCT PACKAGING
OXO was founded in 1990 on the philosophy of Universal Design, which is the concept of designing products that are easy to use for the largest possible spectrum of users. When OXO decided to launch a mid-priced line of products to be sold at discount retailers, the company approached CSA to design hang tags and other packaging elements. The challenge was two-fold: The small but significant tag had to reflect OXO’s core brand and signal a lower price point at the same time.
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PAINE WEBBER
MARKETING MATERIALS,
To inspire and energize financial advisors to sell the Mitchell Hutchins Strategy
ADVERTISING, DISPLAYS &
Fund, CSA offered the sales force an integrated sales package that works like a
INVITATION
flexible set of tools. Visually explosive graphics, including a sizzling color palette and futuristic linear imagery, communicated the product’s breakthrough nature. The subsequent sales effort achieved the largest gathering of assets for any openended mutual fund – $2.1 billion in 30 days.
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PENINSULA PAPAGAYO
BRAND SPIRIT BOOK
Peninsula Papagayo, located on the northwest coast of Costa Rica, embodies the unique blend of luxury and hospitality surrounded by the native ecology of the Guanacaste Region. Through a deep understanding of the developer’s vision and mission, CSA created a Brand Spirit book. It includes the positioning of the development, “A Collaboration with Nature,” while establishing the core graphic tools for communications. This book clearly articulates the brand promise and provides the standard that investors, guests, and the community at large expect from this five-star destination.
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THE PIERPONT MORGAN LIBRARY
ENVIRONMENTAL
When an acclaimed cultural institution undertakes an architectural expansion, the
GRAPHICS
problem of designing a sign program is clear: how to continue the tradition and yet respond to the new environment. In designing an exterior and interior sign program for the Pierpont Morgan Library in New York, our challenge was to integrate the signs with the elegant and contemporary architectural renovation, while still respecting the classical style of the intimate landmark building. Our program of handcrafted signs, precisely located, directs visitors through the collection, identifies specific exhibition and acknowledges benefactors. The total number of signs is kept to a minimum, providing a delicate accent to the new addition and existing architecture.
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PUBLICIS
CAPABILITIES BROCHURE
Publicis in the US, part of the Paris-based Publicis Groupe SA, the world’s thirdlargest communications company, wanted to illustrate its entrepreneurial spirit and creative passion for building clients’ brands and businesses. Rather than a portfolio showcasing recognizable, high-profile client work, CSA suggested a visual journey through Publicis’ creative process. The theme, “Putting Life on Mars,” takes the viewer through a series of unexpected visual relationships and verbal twists. The brochure boldly features Publicis’ signature color – red.
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PUTNAM INVESTMENTS
BRAND STRATEGY &
CSA’s analysis of The Putnam Companies’ communications program revealed
SALES MATERIALS
the need for fundamental changes in how they sold their products and services, including changing the name of the company. An optimistic, informative and unintimidating selling system for Putnam Investments demystified the investment process for consumers while building trust in financial advisers. As a result, Putnam captured record sales and growth, moving its ranking from 16th to 4th in the industry. The program set a new standard, taking Putnam from a relatively small player to a major financial brand.
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QUICK & REILLY
BRAND ARCHITECTURE &
When Quick & Reilly, the company that invented discount brokerage, was
COMMUNICATIONS
acquired by Fleet Bank in 2000, it gained a substantial parent and a-mandate to reevaluate and grow its already successful brand. Selected as agency of record for communications, CSA developed a positioning that would establish Quick & Reilly as the customer-centric provider of financial information. Packets sent to clients are completely customized – binders collated with individual “units” of information reflect each client’s specific needs and interests. The new brand personality, enhanced by a rich color palette and conversational editorial voice, extends into newly designed retail branches.
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SAN FRANCISCO INTERNATIONAL AIRPORT
EXHIBITION COLLATERAL
In 1980 the San Francisco Airports Commission entered into collaboration with the Fine Arts Museums of San Francisco to create a museum program at the San Francisco International Airport. After a successful first year, the Airport Bureau of Exhibitions and Cultural Education was created to curate exhibitions that would capture the unique pluralistic culture of the San Francisco Bay Area and humanize the airport environment. The program now produces over forty exhibitions each year in eight gallery spaces within four airport terminals. To compliment the exhibits, CSA designed a collection of “postcard” catalogs, highlighting certain exhibits, which were dedicated to topics ranging from taxicab memorabilia to African textiles.
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SESAME WORKSHOP
BRAND IDENTITY &
Research showed that Children’s Television Workshop (CTW) was often confused
INTERACTIVE MEDIA
with PBS. With a powerful global brand like Sesame Street in its portfolio, CTW sought to enhance the public’s understanding of its brand while building on its reputation as an organization synonymous with children, education and fun. Renaming CTW Sesame Workshop combined all the best qualities of an organization known for inventing a new paradigm in children’s entertainment. A parent- and kid-friendly identity was created and a cohesive branding program strengthened the power of the brand across its 200 licensees, and provided for translation across all media: merchandising, interactive, trade shows, advertising, communications and on-air programming.
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SKADDEN ARPS
RECRUITING CAMPAIGN
When Skadden Arps, the only law firm with revenues exceeding a billion dollars, needed a novel recruiting effort that accurately portrayed the firm’s unique assets—it’s legal talent—CSA responded with Meet Skadden Arps. Playing off the names of celebrities and cultural icons, a new brochure “introduced” members of the firm to potential recruits. The understated presentation enhanced this whimsical twist, quite unexpected from one of the world’s toughest corporate law firms. A ripple effect caused other major law firms to think about branding, starting a revolution within the legal industry.
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SPA FINDER
EDITORIAL DESIGN,
Capitalizing on baby boomers’ focus on health, spirituality and fitness, an
ADVERTISING &
entrepreneurial travel agency specializing in spa vacations wanted to turn its
CREDIT CARD
annual directory into a newsstand-quality magazine. CSA’s elegant new wordmark became more than just a masthead, extending the Spa Finder brand into new venues such as a television show, website and credit card, as well as advertising and direct marketing promotions. The design and personality of the magazine, which set the tone for the brand, was an immediate success, selling out across 4,000 major bookstores and newsstands in the US.
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SPENCER TRASK
IDENTITY, MARKETING
Over a century ago, Mr. Spencer Trask sought out and financed the brightest ideas
MATERIALS &
of his day, including the very symbol of a good idea—Thomas Edison’s electric
ENVIRONMENTAL
light bulb. Today, Spencer Trask Ventures is a leading private equity investment
GRAPHICS
firm whose goal is to be the investment partner tof choice for both high-caliber entrepreneurs and angel investors seeking to make innovations and proprietary technologies a market reality. A powerful wordmark and a no-nonsense brand voice across a wide range of media invite those not faint of heart to sign on.
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SPRINGERS
BRAND IDENTITY,
A retailer’s identity has to capture the variety and strength of the company while
PACKAGING &
conveying a distinct image to its target audience. When John and Judy Springer
ADVERTISING
came to us for an identity for their three-year-old company, they needed a high profile image to reflect their broad selection of classic, upscale fashions, without signaling one designer or trend. And this singular image had to be designed within a modest budget. Our solution was to create a comprehensive program of signature graphics for Springer’s, including a logotype, advertising, signage, and packaging, which gives the business a distinctive place in the market. The Springers’ investment in design has been a valuable investment in the future of their business.
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STEUBEN
NAMING, LOGOTYPE &
For nearly 100 years, Steuben Glass had represented the epitome of American
PACKAGING
crystal. The brand, however, had aged along with its clientele. In spite of a Fifth Avenue flagship store and an elite clientele, their understated retail presence didn’t play to a broader, younger audience. In conjunction with the development of new product lines we modified the identity to provide a more modern signature for the company and developed new packaging to signal a renaissance of the brand. The new product line and refreshed packaging succeeded in attracting a new clientele and raised brand awareness within the industry, giving Steuben the rebirth that will propel the company well into its second century.
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ST. REGIS HOTEL
PROMOTIONAL MATERIALS
As the St. Regis Hotel prepared to reopen in 1991 following an extensive renovation, they contacted CSA to produce a promotion that reflected the elegance of the hotel itself. To remind the five-star traveler of the hotel’s history, a book was designed featuring vintage photographs of the hotel in its original fashion, as well as images of the restoration-in-progress. Through this commemorative book, the St. Regis was able to preview its completion and provide a tangible promise to its customers of the luxury yet to come. It was a key element in the renaissance of a hotel that remains a New York exclusive.
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TAHARI
LOGO DESIGN
When Tahari approached CSA with the challenge of refreshing its 23-year-old logo, the company had already gone through several logo exercises and considered a range of typefaces. The name Tahari has many positive attributes — it has an exotic, global ring that could be Japanese, Italian, and Middle Eastern. Rather than overhaul the existing identity, CSA recommended modernizing the original mark to build on its strengths and capitalize on its equity in the marketplace. Subtle design modifications made the letterforms more distinct, easier to read and more scalable for increased usage.
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THOUSAND WORDS
IDENTITY
Thousand Words, a start-up independent production and finance company, provides tomorrow’s talented filmmakers with an alternative to traditional Hollywood moviemaking. Referencing the ancient art of image making, an invisible hand makes a rubbing of a petroglyph and then blows away the dust to reveal a figure in the center of a red spotlight, animating the company’s new logo on film. Only two years after its launch, the company’s first film, Requiem for a Dream, earned an Oscar nomination.
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TIFFANY & CO.
GLOBAL DISPLAY SYSTEM
When Tiffany & Co. made its merchandise available to a broader audience through select retailers around the world, the company wanted to ensure Tiffany quality in presentation as well as product. By developing an elegant modular display system, CSA strengthened and protected the Tiffany brand name internationally.
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V-TECH
ADVERTISING CAMPAIGN
CSA was commissioned to concept and implement print advertising for V-Tech’s educational toys. The product focus was segmented into two groups, pre-school and K-3. The audience was parents and the ads were placed in publications such as Parents and Child. CSA identified and art directed the illustrator, David Kirk, before he achieved fame with Miss Spider’s Tea Party, to bring the concept of fantastic learning to life. The ads gave V-tech a strong voice and focused visual position in the competitive, complex category of educational toys and a significant head start in the “edutainment” market.
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VINSON & ELKINS
Brand Strategy & Visual
For V&E, CSA identified three attributes that the firm could “own”: Expert,
Identity
Entrepreneurial, and Collegial. Because V&E is the world’s leading energy firm, the idea of Energy as a unifying theme—not just a practice—took hold. We introduced new usage logo guidelines that streamlined and strengthened the identity. To further convey the sense of energy, the firm adopted a new color palette and several unique graphic elements: a “glowing” treatment that imbues each piece with depth, a framing device that helps focus or “harness” the firm’s energy, and intersecting beams that add dimension. Finally, the firm’s editorial voice was transformed to a clear, simple, down-to-earth tone, reflecting the collegial way that the firm's attorneys actually talk to each other and their clients.
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VINSON & ELKINS
WEBSITE
A Spartan architecture and a bold color choice gave way to a striking yet simple website for Vinson & Elkins LLP. While the homepage boasts saturated color, most of the rest of the site uses generous white space to create an open, airy feel. The content, which we edited mercilessly, stands unencumbered by graphics, and we consolidated information and grouped user utilities, such as the search function and navigation, into static “zones� for a consistent and streamlined user experience.
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WELCOME HOME
BRAND ARCHITECTURE,
Welcome Home, a private residence vacation club, needed a graphic identity and
SALES, CLIENT
sales brochure to jump-start its marketing efforts. CSA facilitated dialogue that
COMMUNICATIONS &
revealed the new company’s brand attributes, forming the basis for the look and
WEBSITE
feel. The simple identity suggests a quiet confidence and elegance that bespeak the caliber of destinations available to members, while the bright color palette and vibrant photography tell the story of warm homes ready for guests on vacation.
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WHITE HOUSE MILLENNIUM COUNCIL
IDENTITY
The White House Millennium Council was created to encourage Americans to celebrate achievements of notable Americans, initiate and highlight local millennium projects, and to stimulate private fundraising efforts to preserve America’s heritage. Selected by the Executive Office of the President from a group of design firms across the country, CSA’s objective was to create an identity that would link diverse projects over three years with the theme “Honor the Past, Imagine the Future.” In the spirit of democracy, CSA’s entire studio participated in the project.
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W.L. GORE
EXHIBITION
W.L. Gore & Associates, Inc. has the technical superiority to make ingredient products for a wide range of industries from medical, to military to leisure. To help translate the science within the products into a visible and understandable expression of the brand, Gore assembled a creative and visionary team of designers, fabricators and architects. CSA led the design and development of Gore’s new showroom to be known as the Gore Capabilities Center. The Center successfully presents complex scientific information in a way that is compelling and accessible to a wide audience.
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WOODRUFF ARTS CENTER
ENVIRONMENTAL
Realizing the need to shift the paradigm of the role of a cultural institution and
GRAPHICS &
what it offers to its community, the Woodruff Arts Center fashioned itself as an
WAYFINDING
“urban village� campus and an anchor for the city of Atlanta. Our environmental graphics and wayfinding system design occurred during an ongoing expansion led by architect Renzo Piano, which included addition of 226,000+ square feet of space and new facilities. It became vital that the new system unify the campus in order to enhance the visitor experience. To that end, we developed designs covering main identification, vehicular directionals, pedestrian orientation, information kiosks, informational signage, donor signage and refurbishing of existing dimensional letter signage. This also included detailed plans for all sign types, determining scale, color, typography, materials, lighting, finishes, fabrication and installation.
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THE WORLD BANK
SIGNAGE SYSTEM
CSA was asked to create an effective signage and wayfinding system for the World Bank’s 1,200,000 square foot main complex in Washington, D.C. The program had to anticipate applications that were years from realization, and provide enough flexibility to make the adjustments as the project progressed. CSA’s "zone" plan was based on the pinwheel footprint at the center of the World Bank’s four buildings, and complemented the building’s "super system" with diagrammatic maps located at primary orientation points. Our solution maintains an artistic sensibility to the architectural design and footprint, and is accessible to the public, as well as over 5,000 multi-national employees.
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TAUBMAN
BRANDING
Taubman, one of the nation’s top retail mall developers with a growing international presence, looked to Carbone Smolan Agency to update its 50-year-old logo and identity. Appealing to Taubman’s fashion-forward clientele, CSA’s new designs include a refined logotype, fresh color palette and bold approach to imagery. The resulting materials, from stationery to brochures to website, debuted at the International Council of Shopping Centers convention and convey Taubman’s reputation for quality, productivity and execution.
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AETHER
BRANDING
Aether Apparel, a new line of adventure sportswear inspired by a life spent outdoors, aims to appeal to the outdoor enthusiast who needs the function of performance garments, but who desires a more sophisticated form. CSA designed the brand’s logo to appeal to this demographic and to reference the word itself, Aether, meaning “the heavens”. After creating the mark, which evokes infinity and clouds circling a mountain peak, CSA designed interior and exterior garment tags and a website featuring dramatic outdoor photography and a sleek, flash-based user interface.
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W NEW YORK DOWNTOWN
BRANDING
The W New York Downtown was looking to bring a new sense of cool to the residential market of downtown New York. Inspired by the sleek angular style of the unique interiors, CSA created a comprehensive package of sales collateral, stationery, website, outdoor display signage, and advertising. This campaign let the target audience of young professionals experience the project well before it was built.
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HOFSTRA
BRANDING
Hofstra Law School contracted CSA to increase their presence in the crowded arena of New York area law schools. Built around the theme “Impact,� the brand identity uses a strong color for all collateral materials, complimented by a broad range of bold graphic elements. This graphic system makes Hofstra Law easily distinguishable from the competition and instantly recognizable. Using this program, Hofstra Law reinforces the message of the real impact that their faculty has every day in the field of law.
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ANGST
ROMANTIC Water Sand Stone
hidden treasures
BRANDING
BRANDING
Angst, once the premier luxury hotel destination in Europe, will again capture the imagination of elite travelers to the Italian Riviera. And, for the first time, this discerning clientele will also have the opportunity to purchase one of this historic property’s exclusive residences. Angst Hotel and Residences will introduce world-class living, service, design, and amenities in a uniquely modern setting, within a beautifully-restored 19th century building.
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CANON
cafe & bakery
BRANDING
CSA created a brand identity and marketing campaign for ZEST (an imaginary bakery and cafÊ) to demonstrate the creative possibilities that can be achieved on the new Canon imagePRESS C1+. CSA’s 36 page brand spirit book for ZEST, full of everything lemon, demonstrates the outstanding color, wide range of paper options, integrated bindery and even clear toner, that can now be combined to create offset-quality effects in-house. All of this learning was repackaged by CSA into a complete selling system for the C1+, to educate and energize the sales force, ushering in a new era of in-house print technology.
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AMERICAN EXPRESS PUBLISHING
BOOKS & PUBLICATIONS
To stand out in a crowded marketplace, American Express Publishing needed a new recipe for a great cookbook series. They came to CSA for a fresh approach and asked us to take the cookbooks from concept generation through art-direction, design, and production. “Great Desserts” and “Great Recipes for Weekends” are more than cookbooks. In each, the recipes are placed in the context of a time and place for enjoying the food. A happy marriage between design and editorial, the produced books are now collector’s items.
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