Posts from the ‘Branding’ category

I spent about a year with my then-boss Marty Neumeier reading everything that had been written about brand and branding, and brainstorming to develop ideas for his book, “The Brand Gap.” The basic idea—to demystify the subject and present an overview anyone could understand—was his. About half the content was mine. Book in hand, we gave brand workshops together for a couple of years. Since then my copywriting has focused on helping clients express their brands, from naming and taglines to mission statements, brand guidelines and media content.

Applied Materials Rebranding Proposal

Larsen Design called me in at 4:00 one afternoon to come up with a proposal to rebrand their major client, Applied Materials. They had collected examples…

San Jose State University Brand Guidelines

Design: Larsen Menlo Park To implement their new visual brand across media and vendors, Larsen designed the visuals and rules of use for these guidelines. I…

VMWorld Event Brand Guidelines 2011

Design: Larsen Menlo Park Though VMWare was already the biggest player in the cloud computing industry, at the time of this event most people weren’t sure…

IMPACT 2010 Event Brand Guidelines

Design: Larsen Menlo Park IMPACT is Schwab’s annual wingding for independent financial advisors. Larsen designed the look-and-feel for its promotional materials, to be produced by other firms.…