UBIQUITOUS Issue 8

2018

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ISSUE

08

PANTONE

COLOR ME PRETTY A profile of the M•A•C cosmetics brand

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Did you know that color plays such a vital role that some can sway thinking, change actions, and cause reactions? It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite.

RED Thinking, in our humble opinions evokes confidence, powerful moments and creative results and RED is truly the warmest and most dynamic of the colors — just like us. We two Red Heads are excited for you to read on and continue to learn more about us through our design, creativity, writing and well, thinking.

“More than any other color, red is loaded for action.”

“If one says 'Red' — the name of color — and there are fifty people listening, it can be expected that there will be fifty reds in their minds. And one can be sure that all these reds will be very different.”

JOSEF ALBERS

“When in doubt, wear red.”

ROBERT GENN BILL BLASS

“The shiny red color of the soles has no function other than to identify to the public that they are mine.

I selected the color because it is engaging, flirtatious, memorable, and the color of passion.”

CHRISTIAN LOUBOUTIN

2018

CONTENTS

PANTONE PAGE 4

2018 COLOR OF THE YEAR Every year, Pantone announces a color of the year that influences design, fashion, and cosmetics.

Learn more about why this year's color was chosen. pantone.com/color-of-the-year-2018

2 COLOR MATTERS Color psychology and branding 8

SWAG MUCH? Show off your company pride!

10 FIRST IMPRESSIONS

Red Thinkers' color shoes of choice PANTONE 18-3838 ULTRA VIOLET

12 COLOR ME PRETTY

A profile of the M•A•C cosmetics brand 16 CASE STORY

Pike & Rose 20 PROFILE

Chief Red Head, Jen Sterling

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ISSUE 08

HOW TO

By Tracy Bank Senior Designer Red Thinking

COLOR MATTERS What is your favorite color? Do you choose one product over the other based on how the color of the packaging makes you feel? We explore color psychology and branding, and why you may have selected your bank over the one across the street.

According to recent studies, blue is the color most selected by men and women alike, across many cultures and countries. Even in countries where red signifies strength, passion and energy, blue ranks top. It only makes sense. Blue is the color of our sky, of our oceans and even our everyday jeans. Blue is trustworthy and calm, and signifies harmony with nature — and it’s neutral, complementing most colors it’s paired with. Blue is also the most popular color with companies when branding.

What does it say about the person who chooses another color as their favorite? What does it mean when a company selects green or even yellow for their branding? Today, the color green is all about the health and the environment. Green is wholesome and balanced. A green logo portrays a company as ethical and compassionate. Using yellow in branding is stimulating, evoking youthfulness and optimism.

The selection of color in marketing is not about picking a favorite from the color wheel. There is a science behind the rainbow of options, and it’s based on consumer judgment and the power of suggestion.

Imagine a fruit company choosing the color brown for their logo. Brown is the color of rotting fruit.

Subconsciously, the consumer may choose the banana with the bright yellow and green logo over the brown branded product because it reminds them of fresh and healthy. The bananas were the same, but the colors they were branded with trigger a response associated with a memory or experience learned early on in age.

The same could be said for consumer selections in a beverage company. Water products are typically branded in blues and greens, whereas highly caffeinated carbonated beverages are branded with bright and bold colors. If a consumer is presented with two options for a late-night energy drink — one branded with a serene blue logo, the other with a flashy lime green and silver look, the choice is more likely to be the latter.

In the world of marketing, one color tends to break all the rules. Black — more of a non-color — can be a powerful choice. Choosing black for a company

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“The selection of color in marketing is not about picking a favorite from the color wheel.

There is a science behind the rainbow of options, and it’s based on consumer judgement and the power of suggestion”

logo can portray a variety of messages, from a strong and authoritative message of stability to sophistication or even simplicity. Luxury companies that choose black are trying to send a message of elegance and mystery. A rock band may select black to appear alternative and rebellious — a symbol of anarchy and non-conformity.

The narrative a company brand provides through color selection should be deliberate and calculating.

According to marketing company WebPageFx, “Research reveals people make a subconscious judgment about an environment or product within 90 seconds of initial viewing. Between 62% and 90% of that assessment is based on color alone.”

Their infographic “Psychology of Color” shows that 84.7% of consumers cite color as the primary reason they buy a particular product, and 80% think color increases brand recognition.

COMPANIES THAT COLOR OUTSIDE THE LINES While many companies use color psychology to brand their product, others throw that theory out the window. Bank of America’s use of blue (trustworthy) and red (a color of wealth) is an example of traditional color branding. But Dutch company, ING uses a contemporary orange and purple to portray their “forward banking” campaign. The effect is headturning and easily recognizable for the online company — the bank doesn’t have any physical branches.

One of the most talked about logos of 2016, the Instagram camera icon, proved that a multi-colored sunset-hued gradient icon could catapult an app logo into a designer war of words. Love it or hate it, the icon not only became more simplistic but adding the bright colors helped it stand out on a screen of multiple icons. This is also an example that any press can be good press. The active user number from September 2015 jumped from approximately 400 million to 600 million in December 2016 (statista.com).

COLOR AND PHOTOGRAPHY Photography is a completely different beast when it comes to marketing. Getting the consumer to pay attention to details, while not overwhelming their senses, is key. In both color and black and white photography-based ads, keeping it simple is important. Phys.org says, “Black-and-white images can lead consumers to focus on the abstract, essential, and defining components of a product.

In contrast, color images can draw attention to the concrete, sometimes unimportant and idiosyncratic features of the product.”

Imagine a black and white ad for a real estate development — the image is of a young couple enjoying coffee on their couch in their new living room. The consumer gets a feel for the moment — a relaxing morning in their new home. Now add color. What is prevalent to the eye? It’s the décor of the living room, the paint on the walls, and the accents that bring the living room to life.

The consumer is no longer being presented the possibility of a comfortable home, but of a smartly decorated and detailed living environment; aspects they may not have been looking for, but now cannot imagine doing without.

On the flip side, a black and white photographic ad selling a custom engagement ring could add drama and luxury to the brand, whereas a color version of the same ad could cheapen the effect, producing a generic marketing piece that gets lost in the magazine pages.

Color psychology is a fluid practice with trends, life experiences, personal preference and even gender dictating the individual choice. Purchasing power is inevitably the decision of the consumer, based on loyalty, and how well the brand is produced — using a combination of imagery and words, and of course, color.

DID YOU KNOW? A court case brought on by T-Mobile against AT&T’s Aio Wireless claimed Aio’s use of a variant of magenta causes “irreparable harm” and confusion of the brands. According to The Washington Post, their “claim stems from its parent company Deutsche Telekom, which in the 2000s trademarked a pinkish hue known as RAL 4010 for its promotional campaigns.” AT&T’s spokesperson fired back with “T-Mobile needs an art lesson. Aio doesn’t do magenta.” But In 2014, a federal judge sided with T-Mobile’s trademark of their use of a magenta in their branding. It’s possible that this ruling set a precedent on color ownership, allowing T-Mobile to claim rights to variations of the color magenta.

AIO: PANTONE 676C (AKA PLUM)

T-MOBILE: PMS PROCESS MAGENTA

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ISSUE 08

FEATURE

By Will Marshall Brand Strategist Red Thinking

PANTONE

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There is a small business in New Jersey that determines the world’s color palette each year. It names the majority of the hues we encounter in our lives, wherever we go, wherever there is light. It is ubiquitous. It’s in our clothes, our hair, our food, our home decor, in every moment of our waking lives and, more often than we may realize, in our thoughts. Its influence is truly global. There is no corner of the civilized world in which the hues of Pantone are not to be seen, marketed, manufactured, bought and sold, or experienced as a fleeting emotional reaction.

2018

And yet, all this has been achieved in a single lifetime, led by a single man with a vision — and a genius for marketing. Before Lawrence Herbert took his first job, just out of college in 1957, colors were wild, untamed hues, ever-present, of course, but unnamed and incommunicable. One man’s taupe was another’s ecru, biscuit, buff, or camel.

Print shops, textile mills, cosmetics designers, and fashion houses all had their own ideas about the tones of their wares. They had no means of accurately communicating an exact formula for any given shade, and therefore caused constant trouble for the printers who had to make Revlon’s display cards the right shades, or Coca-Cola’s labels the same red every time.

Re-prints were common, and costly. So much so that the New York City printing business of M&J Levine often lost money when the colors weren’t quite right. They’d have to throw away entire print runs and try again. So, when they hired Herbert, fresh out of Hofstra University’s chemistry program, he almost immediately applied his recently acquired knowledge to the task of mixing inks. His approach was to carefully systematize the process of formulating pigments into particular colors. The result was a set of ten color formulas, which Herbert numbered, printed onto a set of cards, and then deployed to help clients get it right the first time.

The early popularity of Herbert’s efforts kept him at it. His color tile repertoire expanded. While the new system kept the ink and printing division profitable, the other side of the business, a commercial display operation that had once been the company’s bread and butter, was losing money. $50,000 in debt, the Levine brothers agreed to sell their equipment and supplies to Herbert — for $50,000, which is about $400,000 in today’s dollars.

It was 1963, the year that Herbert named his collection of color tiles and launched his new business — and a global brand called Pantone.

The name combines the ancient Greek word for “everything” and the English word for shades of color. Pan-tone. Every color. The new system, named the Pantone Color Matching System, more commonly known as PMS, has been growing steadily for over 50 years, and has formed the backbone of the company’s identity throughout that time. Pantone guides are large stacks of cardboard sheets, each approximately 6” x 2”, arranged in a fan. Sheets have several related color swatches and contain the Pantone codes for each.

Even further back in time there is evidence that people cared enough about color to devote significant time and resources to harnessing it. In 1692 an artist created an 800-page tome devoted to the recording of every shade of watercolor he could create on the page. Known as “A. Boogert,” the author of the Traité des couleurs servant à la peinture à l’eau intended the massive hand-made encyclopedia of tone to be an educational instrument. It is a thing of beauty. There is only one in the world, and it was obviously never meant to be a commercial venture. Pantone’s time had yet to come.

Early on, graphic designers, printers, and marketers began to use the PMS system. Print shops in different locations could use their PMS system to accurately color match their work, cutting down on mistakes and dramatically reducing the cost of reprints. Designers could use color with confidence, knowing that the final product would look just as they designed it to.

Herbert didn’t waste any time. He wrote letters to dozens of ink producers around the world, offering them the opportunity to license Pantone and become a supplier to users of his system. The ink producers saw an opportunity, both to differentiate themselves from competitors and to pick up new clients. As their customers began to adopt the PMS system, they’d want their suppliers to provide the right inks. Within a few years, Herbert’s new company had signed deals with dozens of major producers.

Licensing has always been a key to the business.

When Pantone began pitching its PMS fan books to designers, printers, and industry suppliers around the world, it was not alone. Other organizations were (and still are) engaging in similar businesses. In fact, the German-based non-profit that developed the RAL system began producing color fans in the 1920s.

Originally intended for use in practical everyday applications, such as road signs and postal markings, the system is popular with many designers, architects, and other creatives in Europe.

Another color system that predates Pantone is called the Munsell system, after Albert H. Munsell, who published the first “album” of colors in 1905.

The system, which is still in use today, is more oriented to scientific uses. It has been adopted by organizations such as the U.S. Geological Survey (for matching soil colors), the ANSI (to define skin and hair color in forensic pathology), and even by breweries, to match beer colors. Designers and marketers, however, have favored Pantone since its inception.

By the end of the 1970s, over 100,000 Pantone color books had been sold worldwide.

Never sitting back on such successes, the company continued to innovate, looking for new ways to leverage its position and continue to grow in the market. In the 1980s Pantone launched its Pantone Color Institute, which has developed ever since into a premiere marketing consultancy to companies all over the globe. There are many household names — and iconic products — that owe a debt to Pantone’s insight.

You may remember the first time you saw an iMac. Launched in 1998, the desktop computer was innovative, powerful — and colorful. The iconic machine, which broke a pattern of grey and beige boxes with its curves and colors, was reportedly a result of Pantone’s influence and consultation with Steve Jobs’ Apple Computer.

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2018

In 2000, Pantone launched an effort which may have seemed a little strange at the time, but has turned into another driver of the brand’s value and visibility — color of the year.

The color of the year is announced every December.

For 2016 it was “Serenity,” also known as Pantone 15-3913. The process to determine each year’s color is steeped in secrecy. Twice each year Pantone’s Color Institute hosts a group of color representatives in Europe, most of whom hold positions at various national color standards groups. The meeting is secret. It lasts for two days, during which the group gives presentations and debates. Once a color is agreed upon, it is published in one of Pantone’s books, called Pantone View, which designers can purchase for around $750.

The annual announcement of Pantone’s color selection for the following year gives designers, marketers, fashion houses, furniture makers, food packagers, and electronics manufacturers, among many other industry players, a chance to plan ahead. But they get more than just a particular shade of green (2017’s color is “Greenery”). They get an evocative pitch, a guide to why this particular color is just right for the coming year. This may be because Pantone has decided to help us understand and interpret color. The person behind the color of the year is the Executive Director of the Color Institute, Leatrice Eiseman. In an interview now published on wikipedia she explained the choice of 2014s “Radiant Orchid”: “I look for ascending color trends, colors that are being used in broader ways and broader context than before... In this case, Radiant Orchid descends from the purple family, which is kind of a magical color that denotes creativity and innovation.

Purple is just that kind of a complex, interesting, attracting kind of color... [The] back-story to purple is that it inspires confidence in your creativity, and we’re living in a world where that kind of creative innovation is greatly admired. In the world of color, purple is an attention-getter, and it has a meaning.

It speaks to people, and we felt that it was time for the purple family to be celebrated. That’s why we chose the particular shade called Radiant Orchid.”

In 2001, having already established a world-wide dominance amongst commercial and creative types in the marketing industry, Pantone began to offer its expertise as a consulting service. That year the Pantone Color Institute began taking on clients from industries as varied and far-flung as the broad spectrum itself. Color consultants actually travel the world, experiencing and noting how color is used, how people are feeling and interacting with it, and bringing their experience home to help their clients align the power of color with their brand goals and marketing objectives.

That may sound a bit far-fetched, but color is important, and these people take it very seriously.

Pantone’s Laurie Pressman, an Institute Vice President, told Fastcodesign.com that their clients get research-backed strategy: “It’s who’s your competition, who do want to be, where do you want to be, what are you trying to be, and how can color help you get there. Nobody has that soup-to-nuts approach. On the branding side of the business, when you look at color, it’s your calling card. It’s what do you see and what you want to present to the market.

In today’s visual culture, color instantaneously broadcasts the meaning and image of a company.”

Another big move away from Pantone’s original business of ink-matching is the introduction of product licensing. Beginning in 2005, with the launch of the Pantone mug, the company has been steadily increasing this area of its business.

Today, they say that about 15% of their revenue comes from licensing. It has gone way beyond mugs. There is luggage, makeup, hospital scrubs, underwear, cellphone cases, cafes, confections, and even hotels. In some markets the licensing business drives more revenue than graphic standards mainstays.

Over the years, Herbert’s company has continuously invested in their research and development department. The original 10 shades have grown to include over 3,000 colors in the CMYK printing process. Perhaps the most important aspect of the Pantone story is that it has elevated itself from selling a particular object of value to being a brand that can add value to any particular object. The flexibility that such a brand lends to the business will enable it to survive and flourish, even when certain aspects of its current business become impossible.

When print shops were closing down and people were saying “print is dead” only a few years ago, Pantone converted its colors to the Red, Green, Blue (RGB) standard in use on TV and computer screens. Now, designers could standardize a brand across print and screen. The move further cemented an already firm hold on the niche industry.

In 2007, after several years of building the innovative, forward-looking aspects of his business, such as the Pantone Color Institute and licensing operation, Herbert sold the business for $180 million. The proud new owner, X-Rite, placed Ron Potesky at the helm, and innovation continues.

In 2009 Pantone released an app that sells for $10. It allows users to access thousands of dollars worth of color information, as they extract Pantone colors from their photographs. While not perfectly color-accurate, it’s a helpful tool for designers and amateurs alike. A few years later, the company developed a book of skin-tones. While their original intention was to sell it to photo re-touchers, the product found itself in demand from unexpected quarters. Cosmetics firm Sephora, for example, is using it to help their customers perfect makeup choices. A sperm bank is even using it to make the most accurate donor profiles.

As the company looks ahead, it has begun to market itself beyond industry players, going directly to consumers. As designers get younger, trends shift away from traditional print and social media is becoming an increasingly vital and important means of maintaining engagement, Pantone has adjusted.

In 2009 it amped up its social media activity, energetically courting Millenials and everyone else who is on Facebook, Twitter, Instagram, etc. In fact, even children are being exposed to Pantone. For an upcoming Minions movie, look for promotions involving Minions Yellow, otherwise known as Pantone 13-0851 TCX. As the company continues to expand into new markets, reach new audiences, and gain ever more visibility through licensing and promotions, it will build the brand’s association with color itself. The strategic vision first established by the company’s founder in the 1960s has changed. No longer satisfied to fill a niche, the new strategy is to rise above the trends of today — by setting them.

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ISSUE 08

COMPANY SWAG

By Amy Zydel President Undercover Printer

Swag Much ?

SWAG-A-LICIOUS! Red Thinking is no stranger to swag. In fact, our Chief Red Head, Jen, hasn’t met a logoed item she doesn’t love. Here are some of our favorites: Performance Vest There are a huge variety of customizable clothes out there.

Find one that reflects your brand and wrap it around your staff. It's always nice when your company pride is showing!

Cookies Who says no to cookies??! An awesome and tasty item to take with you to a new prospect meeting.

2018

Aaaah swag. We all love it, and love to hate it. You attend an event or trade show and return with an armload of “stuff” — most of which ends up either in the trash or your child’s toy box. And yet, someone went to a lot of trouble (and expense) to get those items in hopes of being memorable. For your own company, you take a poll in the office and decide on the coolest new gadget out there, but, once again, missed the mark as it has nothing to do with the service you offer and the look of it just blends in with everything else in the desk drawer.

A SHIRT, A MUG OR A KEYCHAIN? When you give a premium, you are giving an extension of your brand. Subconsciously, handing out a gift, gadget, or giveaway plants a little bug in the recipient’s brain about your company and the quality product or service they will receive from you. How do you want others to perceive your company when they are writing with your pen or drinking out of your coffee tumbler? Do they choose to use these items over others on the desk or in the cabinet?

Pens are one of the most abused items in this category. Clients want them cheap because they hand them out like candy. Instead of spending a little more and giving a prospect their “new favorite pen,” most are tossed out, along with the possiblity of prospects remembering who you are, much less what you do.

What about your culture and your brand? We're talking about more than matching your color scheme and prominent logo placement. Does your swag ‘speak’ for you? Does it tell others

“... swag has quite a bit of power to sway someone without them knowing why.” more about who you are as a company and the feeling they will get when working with you? Does the look, feel, function, and creativity match your brand and your mission?

Sometimes referred to as “sensory media,” swag has quite a bit of power to sway someone without them even knowing why. Love it or hate it, it is necessary in any marketing or keep-in-touch program. What you decide to spend those dollars on can be the difference between building a fan club or going out with the week’s recycling.

Not a lot of cash to spend? Thanks to global sourcing, your budget can stretch pretty far if

Moleskin Notebook Pens are great, but office supplies like old-school moleskins are coveted items for note taking at meetings. Used long-after your event is over, the notebook is a great reminder of just how fabulous your brand is.

Re-usable Water Bottle Convenient and eco-friendly, these water bottles remind your clients to stay hydrated. And with their new bottle always nearby on their desk, your brand will be front-of-mind for their next project.

you’ve got some time to wait. When ordering larger quantities, items can be custom manufactured to match your brand and marketing campaign. With modern decorating processes, your logo can be in full color, laser etched, 3D, even scented! A little creativity can take a ceramic mug, and a prospect’s perception of your brand, from ordinary to extraordinary.

Umbrella You never have an umbrella when you need it. But drop a couple of these off at your next client meeting, and they’ll be thanking you during the next deluge.

Sandwich runs at lunchtime are much nicer with a great umbrella to keep things dry.

Device Charger All-day long events are battery drainers. Handing out a device charger will make your booth the most popular stop on the convention floor. Making sure they are powered up and ready to go is a bonus.

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SOLUDOS FLATS Melanie: I think the light blue chambray is a great color for summer, and I love that the designs on each shoe are a set. These are the perfect mimosas and brunching shoes.

ADIDAS YEEZY BOOST 350 V2 Hannah: I'm a fan of statement sneakers and these specifically stand out from the others that I own in color and style. I love the contrast of the ice blue and the red. Their unique color combination makes them fun to style and dress up or down.

FLIP-FLOPS Tracy: I would wear flip-flops all year long if I could. These pink and green (my favorite color combination — so preppy!) flops remind me of college and beach trips with my Delta Zeta sisters.

Shoes and color make an immediate impression.

Catch a glimpse of our favorite pairs.

MOSSIMO FLATS Kellie: I live in these cute flats. The olive green color complements almost every outfit!

VANS AUTHENTIC Juan: Whenever I need a little pep in my step, I toss on these coral bad boys. They immediately brighten up my day.

PAINTED HEELS Jen: I love the crazy colors and wild graffiti on these shoes. They make me feel bold!

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HOT SHOT HEELS Shay: Gold is my go-to. Metallic gold shoes have a fun, glamorous vibe to them, and can easily become the statement piece of an outfit. I think gold supports my charisma, personality, and individuality.

BROOKS, TRANSCEND 4 Tom: Run, run, as fast as you can, you can't catch me, I have cool electric blue and red Brooks on.

OLLI FLIP-FLOPS

VANS CHECKER SLIP-ON

Krystal: I am a beach gal through and through

Brandon: I love to wear my pink Vans to show support

and would prefer no shoes and my feet in the sand.

However that isn’t always possible. I prefer flip-flops whenever possible... and this blue reminds me of the ocean!

for all the women in my life who are survivors and for the ones who are battling.

NIKE AFI 82 Molly: Shoes are a guilty pleasure of mine and are one thing I’ll let loose on when it comes to color. I’m typically dressed in all black, so some fresh kicks with a pop of color are my go to!

DAN POST LEATHER BOOTS Fiona: These boots were made for walking and that's just what I do, with my own unique style from head to toe. My life has offered me so many experiences and opportunities and if these boots could talk...plus they're as comfy as comfy gets with a nice nod to the slight pink hue to stand out a wee' bit more.

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BRAND PROFILE

By Ali Mansfield

color Me pretty

2018

The whole point of MAC is to create an environment where people can write their own story.

Makeup. You can’t leave home without it. For many, it's seen as both a blessing and a curse. Going through the whole charade to properly put your face on every morning can be a painfully mundane task. But on the other hand, you can’t imagine going about your day without your go-to cosmetics. It’s an extension of you and a way to further express yourself. #lovehaterelationship

The cosmetic industry is a crowded one, with brands constantly competing for our attention with “the latest and greatest” make-up technology to help “express ourselves” more. But through all that noise, one brand has always seemed to stand out among the rest.

Rather than relying on traditional advertising to promote its brand, MAC puts all its energy and focus on consistently making quality products that cater to a much wider audience. The brand welcomes individuality and embraces self-expression with provocative and vibrant color palettes — an approach that defies the traditional cookie-cutter ways that tend to dominate the cosmetic industry. The head makeup artist for MAC, Gordon Espinet, clearly summed up the brand purpose by stating: “The whole point of MAC is to create an environment where people can write their own story.”

Espinet was right. We all have our own story. But we aren’t the only ones. With every successful brand lies a unique story behind it. This is the colorful story of MAC. BEGINNINGS In 1984, photographer and make-up artist, Frank Toskan, and salon owner, Frank Angelo, both shared

a similar frustration when it came to makeup and its diluted relationship with the camera. Both Canadians agreed that fashion photography at the time fell short in capturing what really stood in front of the lens. With that, Makeup Art Cosmetics (MAC) was born.

Beginning humbly, Toskan and Angelo originally made the MAC products in a small kitchen in the back of Angelo’s hair salon. The cosmetics were then distributed to a variety of art specialists such as makeup artists, models and photographers to encourage positive word-of-mouth through reliable sources.

A vibrant color palette was the name of the game for Toskan and Angelo and they made sure it showed in every product they made. For example, a bold pink crayon given the Crayola name “Flamingo” was the inspiration behind the very first MAC lipstick.

It earned the reputation of being the first matte option to look the same on as it did in the package.

A true miracle to many!

As the MAC creators had hoped, their colorful lipstick brilliantly shined through in photographs and the line quickly expanded to emulate 23 other Crayola-inspired shades. A small range of makeup pencils, bases and powders also began to be introduced into the mix.

MAC was quickly becoming a cosmetic sensation.

Little did people know, however, that when it came to creating more show-stopping colors, the brand was just getting started.

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CELEBRATING COLOR ACROSS THE SPECTRUM

Tinted Themes

Colorful Collectibles

Today, MAC sells a wide selection of “nondrugstore” makeup products across the globe, offering color-popping lipstick, blush, eye shadow, liner and more. The brand is known for embracing the unconventional and has spent over 30 years broadening the definition of beauty in all forms — a unique approach that has contributed to MAC’s success decade after decade.

“COLOUR ROCKER” — A newly themed product line that’s quickly become a hit with consumers who want to show off their bold and loud personalities. The “Colour Rocker” palette pumps adrenaline in to its 28 head-turning shades that include lime green, bright yellow, hot fuchsia and teal. The gorgeous color combination works perfectly together for when you want to show your wild side.

MARILYN MONROE — An Ode to Marilyn, the 2012 collection featured an array of colors that classically defined the famous female icon. The makeup for this special edition included brilliant red lipstick shades, dramatic black lashes, and dazzling metallic eyeshadow tones. The array of colors worked seamlessly together to represent the fabulous glamour that Marilyn radiated across the silver-screen.

“RETRO MATTE” — A current matte lip color that is an ultimate fan favorite. The lip shades in this palette make up a beautifully muted look and speak to those who prefer a subtle style but still want to leave a powerful impression.

HELLO KITTY — Showcasing the iconic character, MAC's 2009 Hello Kitty collection appealed to fans all over the world. Bright purples, pinks and turquoise were the notable stars in the collection’s palette and aimed to bring both the nice and naughty sides out of cat lovers alike. #Meowwww.

Another reason for their continued success is the brands ability to creatively align color with popculture and seasonal trends. Here are some examples of a few categories they assign to their products in efforts to always be top-of-mind amongst their target consumers throughout the year:

the brand is known for embracing the unconventional and has spent over 30 years broadening the definition of beauty in all forms.

LIBERTY OF LONDON — The unique 2010 collection featured a color palette and special packaging that paid tribute to the traditional Liberty of London prints. Coral, greenish-blue and lavender shades were weaved throughout the entire collection. The designs were eye-catching to say the least as the brilliant colors popped out of gorgeous floral and geometric patterns. The Liberty of London theme is just one of many examples of how MAC is a master at marrying color with design.

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mac understands the importance of changing things up to keep things interesting and their approach to tying colors to every new season does just that.

Seasonal Shades MAC understands the importance of changing things up to keep things interesting and their approach to tying colors to every new season does just that. This past fall, MAC artists created cold weather themed shades that hit two main categories: the strict and the loose. When paired together, the shades worked to create specific looks and each were given a unique name. The strict looks had names like “sharp” and “razor” while the “loose” looks had softer trend names like “diffuse.”

Palettes & Personalities Who doesn’t want to look like a popular celebrity who is adored by many? For years, MAC has made the redcarpet look a reality by creating special palettes that complement the personality and passions of select celebrities. A few recent examples include singing icon, Mariah Carrey, in addition to Caitlyn Jenner, who serves as a leading voice in the LGBT community.

The Mariah Carey palette represents her luxurious lifestyle perfectly. It consists of a variety of glittery nude tones covered in packaging that sparkles and shines with Mariah’s signature on each label.

A beautiful touch that ties all the glam together.

The color combination in the Caitlyn Jenner collection was made to symbolize her transgender journey and encourage acceptance of all sexes. The series is made up of classic shades for lips, eyes and cheeks — all packaged in an elegant black and gold

color combination. From product to packaging, the unique collection sends a powerful message that the true essence of beauty comes from both the inside and out.

steal the show with display cases around the world.

When it comes to this iconic brand, image is truly worth a thousand words.

Flush Fragrances

THE NEW DEFINITION OF COLOR

The MAC brand is a master at keeping things fresh.

Literally. The launch of their fragrances shows consumers that color can be appreciated through many senses, including smell. The six MAC scents were inspired by the personalities associated with some of their most popular lipstick shades. From sexy reds to flirty pinks, MAC’s innovative idea to match visual to olfactory opened the door for consumers to express themselves with color in different ways.

Ever since their first “aha” moment over 30 years ago, the creators and artists who make up the MAC brand have always seemed to get it. And they have quite the impressive footprint to prove it.

Tying It All Together MAC understands that when it comes to retail, first impressions are everything. Special editions aside, MAC's packaging is clean, simple and modern. The subtle black and white design allows for their vibrant colors to get the attention they deserve. No distractions.

While the brand has introduced a large number of different color combinations over the years, the packaging has remained relatively the same. The outer design works to create a unified presence while allowing all the different MAC products to speak for themselves and show-off their unique individual expressions. In result, the brand has never had to advertise because their products

Products are now being sold in 105 countries and can be found in hundreds of stores worldwide. MAC continues to stay relevant and on-trend, introducing over 50 new bold ideas each year while collaborating with the biggest idols in pop culture, fashion and art.

But even with all the expansion, success and fame, MAC has never lost their focus on what the brand prides itself on — embracing art, individuality, selfexpression and giving back to the community. The brand has expanded the definition of color in so many ways and continues to encourage us all to celebrate life in all its beautiful shades.

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CASE STORY

PIKE & ROSE Montgomery County, MD is one of Washington, DC’s most vibrant, upscale and diverse close-in suburbs. And the Pike & Rose community in North Bethesda, MD, essentially at the epicenter of the county, is a microcosm of that upscale, life-rich energy. Pike & Rose is much more than what some might call a mixed-use urban development. Much more than some mere “town center” design concept. Pike & Rose is a true neighborhood. It is a destination and a lifestyle beacon that, while new and forward-focused, has a personality that feels like an artistic, witty, fun-loving friend you’ve known for years.

Compact, buzzing and connected by Metro and key map points, pedestrian-centric Pike & Rose combines boutique and world-brand shopping with aroundthe-world dining that’s nearly around-the-clock.

Entertainment rules here, from live music to a seemingly endless calendar of community events that draw thousands from around metro DC. The sumptuous iPic Cinema features plush seating, along with in-theater service of gourmet light bites and fabulous cocktails.

City condos and apartment homes blend with Class A international office space in Pike & Rose. Produce from a central farm market headlines cooking classes at gourmet kitchenware retailers. Whether it’s Manolo Blahniks and martinis on Friday nights at outdoor tables, barefoot Sunday afternoon picnics in Rose Park — or, for that matter, anytime lunches and dinners that make clients sign and fiancés swoon — Pike & Rose provides.

On top of all this, though, what sets Pike & Rose apart is its aesthetic richness. The neighborhood displays an eclectic mix of architectural styles in a cityscape

that’s at once urban, industrial and artistic. Unique embellishments on buildings, bold wall murals, outdoor sculptures, and precise landscape and hardscape design details create a truly fresh, distinctive sense of place.

CONNECTIONS BUILT ON MORE Federal Realty Investment Trust, also based in Montgomery County, are developers of lifestyle destination communities nationwide. Initially, the firm worked with a graphic design firm to create the initial stages of Pike & Rose’s development to create the basis of the look and feel of the community’s marketing. As the project really began to unfold, however, Federal Realty saw that to comprehensively introduce a community that was crafted to build such intricate relationships with people across such a wide spectrum, they had to forge a relationship with a marketing firm that had capabilities beyond typefaces and color palettes. In 2016, Federal Realty initiated a nationwide review of marketing and advertising firms that practically redefined due diligence.

In all, a staggering 17 marketing agencies presented their capabilities, and in the end, Federal Realty chose a Mid-Atlantic based company whose core philosophy is relationship building — Red Thinking.

Federal Realty partnered with Red Thinking based on the two companies’ shared commitment to holistic, integrated approaches to every project. Particularly with a new community as multi-faceted as Pike & Rose, strategy and style had to be built on the paramount respect for stakeholders’ interests and the day-to-day motivations of prospective residents, tenants, leaseholders, visitors – and the observations of the general public.

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Red Thinking took the graphic design tenets that Federal Realty had established with the initial graphic design agency and translated them into a deep, integrated marketing plan driven by an understanding of the regional real estate market and by open, clear lines of communication on a principal-to-principal basis.

The challenge was to accurately communicate the depth of amenities, design details and lifestyle that Pike & Rose embodies. Red Thinking developed a multi-pronged online advertising and awareness campaign, a dynamic website, a search engine marketing program and a social media plan that reach every Pike & Rose audience, from prospective retail and office tenants to potential residents, leisure-focused visitors, and key influencers in the media and political spheres.

The strategy to herald Pike & Rose extends well beyond advertising and public relations; seasonal community events and lifestyle activities plant this destination into the conversations and calendars of people of all ages and walks of life in the National Capital area. Pike & Rose,

in fact, is the setting for multiple events every month, from cooking classes at Sur La Table and kids’ activities to Piketoberfest every fall, featuring family games, live music and local craft beers. Live concerts — sometimes up to a dozen a month — take place at AMP, the dining and entertainment venue in the heart of the community that is an initiative of the renowned nearby Music Center at Strathmore. Headlining acts like Lisa Loeb are complemented by gourmet dining in a cabaret setting.

MORE & MORE & MORE ON THE HORIZON

Red Thinking promotes these events and activities as comprehensively as they promote the overall Pike & Rose story. As part of these promotions, and to show how the Pike & Rose lifestyle is constantly unfolding, Red Thinking continually develops new versions of the iconic ampersand in the Pike & Rose name to represent different events and seasons. The "&" has taken on a life of its own, in stylizations that are ever more eclectic and fun. It just shows how Pike & Rose offers this…& this… & this…& this…& the possibilities are endless! (Oh, & did we mention this…& this…& this…&, well, you get the idea!)

To learn more about the Pike & Rose neighborhood in North Bethesda, MD, please visit PikeandRose.com.

Phase One of the Pike & Rose neighborhood is complete, with new restaurants, stores, residences, entertainment attractions and world-class office space empowering this new magnet on the Washington, DC regional map. Phase Two is underway now, and Pike & Rose will continue to unfold a mix of retail, residential, and office space in the future that meets the market’s needs. Designed across 24 acres, Pike & Rose can grow to 3.4 million square feet.

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RED THINKER PROFILE

HOW IT HAPPENED CHIEF RED HEAD, JEN STERLING

“We have the absolute best team we've ever had.”

2018

Jen fell in love in basic typography class. She’d only put it on her schedule to satisfy an arts credit requirement, but it changed her life.

The George Washington University freshman discovered that whatever she ended up doing with her life, it had to include font design.

Jen originally set out to be a genetic engineer or a lawyer. Her instinct to apply rigorous intellectual focus in pursuit of meaningful results has never wavered — just her field of profession.

Her resulting visual communications degree landed her at the World Bank’s design department.

It would be her first and last role as employee. The stifling monotony of slapping gold foil on endless reams of blue printed pieces inspired Jen to find more interesting work by taking on freelance jobs on the side. She was determined to go beyond the bounds of traditional design and give her creative instincts more room to play.

Soon, she had enough challenging, interesting and rewarding assignments from a growing number of clients that she was forced to decide: stick with the security of a regular paycheck or be her own boss. There weren’t enough hours in the week to do both. She decided to leave the red tape, rules, and stuffiness behind and embrace the world on her own terms. She has not been an employee since, and claims she would be an extremely poor one, both literally and figuratively.

Jen launched a career based not only on a need for creative freedom, but on the personality traits she inherited from her parents. That set of interests and talents resulted in the independent and spirited personality that loves creative work as long as it serves a purpose — and is truly free. Her father, a career academic, was focused in communication.

Her mother is a fine artist. The two combined perfectly to create a marketing designer.

TODAY Red Thinking is a virtual firm, enabling independence for Jen and her team alike. “We have the absolute best team we’ve ever had” Jen says. That team includes Jen’s partner, the firm’s outgoing, always networking President, Shay Onorio. Jen says she and her partner Shay are Yin and Yang, a perfect blend of complimentary characters. Jen, a hardcore introvert, no longer has to step too far from the creative, strategic role she loves. Shay is there to handle the public facing and sales part of the business. For this, Jen is truly grateful.

Red Thinkers are based in their homes, using an array of technologies to stay connected, communicate with clients, and collaborate creatively and strategically. Jen and Shay brought in seasoned professionals, some of whom worked for them before. Jen says of the Red Thinkers: “They’ve worked in the office, and therefore understand the value of our “Ubiquitous” model. But they love the freedom of creativity, and to push boundaries.

They’re so driven to make this work. They came here to craft the lifestyle they want.”

LIFESTYLE Jen’s lifestyle is one of color. BOLD color. Having the freedom to work from home has allowed more time for pursuing her passions. Jen began painting and she can often be found with specks of color all over her clothes as she tries to reflect her energies on the canvas. Her work has graced the walls of galleries in Virginia and Maryland, and she has taken on private commissions for those with a need for more color in their lives.

In her quickly dwindling spare time, Jen runs a non-profit with her teenage daughter Rachel.

Let’s Help Kids (letshelpkids.org) is a passion that mother and daughter have shared since the then six-year-old read a book about “filling buckets” with her mom. In addition to generating a little happiness for disadvantaged children (LHK has helped thousands) Rachel is learning about the ins and outs of running an organization.

In late 2017, Jen “tied the knot.” She has found a partner for whom the love she found in college is not a problem. She and her husband both have entrepreneurial, creatively challenging work-lives.

They both love Annapolis, the water, and being free.

Photos: Rachel Harris

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