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1000M Barricade 2019

On the Mural: How Street Art Reflects a Brand

If you live in Chicago, or any urban area for that matter, you’re familiar with the stigma associated with the words “street art.” Although the term was coined to describe a new type of  vandalism that surfaced with the invention of spray paint, street art

Three rows of booths in a restaurant; each pair of women sitting in the booth wears the same colors.

The Meaning of Coincidence

Otherwise Principal and Chief Brand Strategist Nancy Lerner was in London, flipping through the International Edition of the New York Times when she was struck by a bizarre coincidence in the Culture section’s cover story. The story in question was “The rebirth of a Modernist

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