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An Empathic Approach to Branding

    Last Sunday, an Audrey Hepburn marathon played on Turner Classic Movies network — the second film to play was Funny Face (1957). In the film’s iconic scene, Audrey Hepburn’s character, Jo Stockton, perches on a long, wooden library ladder, head tilted so far

Product Semantics

Have you ever seen a phone that appears to be an address book? What about a computer designed to look like a row of books? These explorations exist; they are the outcome of a philosophy in design known as product semantics. The term product semantics

Tagline Reel Revealed

  At Otherwise, we know a tagline does the lion’s share of the talking in brand identity — literally. A name and logo can draw a person in, but the taglines we create answer their questions about an organization: Who are you? What do you

Design Thinking Has Lost Its Heart

Ask a graphic designer their thoughts on “design thinking” and you might get a blank stare in response. To them, it’s akin to asking, “how does your brain work?” But in 1959, design thinking was a novel idea when the phrase was coined as an

Helvetica Now: The Importance of Type Evolution

Of all the elements of design, typography is unarguably one of the most important; a carefully-chosen, well-tailored typeface sets fantastic design apart from the mundane or mediocre. Amidst a handful of iconic typefaces, Helvetica stands in a league of its own. Originally designed in 1957

Documenting The Magic of Discovery

According to a recent report by the National Endowment for the Arts, participation in the arts contributes to the social-emotional development of children by introducing them to concepts through collaborative activities such as dance, theater and visual arts and crafts. At Lycée Français de Chicago,

Pantone Chooses Connection and Intimacy in 2019

Just last week, Pantone announced that it’s Color of The Year for 2019 is Living Coral, which, as it names suggests, emulates the warm and radiant colors found within the underwater ecosystem of coral reefs. Colors like Living Coral that occur within nature, often serve

Take a deep dive into how we helped bring The Forge Adventure Parks brand to life.

The Forge Case Study

  How can we harness the allure of natural beauty and the complexity of personal challenge to craft a brand for a truly novel outdoor experience? Jeremie Bacon, Chris Gladwin and Bartly Loethen have concepted something unique to the US market—an outdoor experience that both

5-star chai lattes, punk rock, and fried chicken? West Town certainly has a lot to offer and after three years in our corner storefront location, Otherwise is still finding new local gems every day.

West Town: The Best Haunts

Otherwise has been operating out of our corner storefront in West Town for almost three years since relocating from West Loop. Just as we fell for Randolph Street in 1999 when we bought our old produce warehouse there, we love this still-under-the-radar neighborhood…and discover new

An early collaboration between Otherwise founders Nancy Lerner and David Frej. Their marriage of narrative and design delivers a singular and optimistic imagining of what this new reality could be.

Spanning the Distance: Design in Cyberspace

The 90s may not have enjoyed the technological capabilities we have today, but the decade certainly contributed to a vision of what has evolved: cyberspace. “/Time arrives late,/” wrote Nancy Lerner early in her collaboration with designer/husband David Frej. This poster marries narrative and design