There are many different ways to look at and define a company’s brand. My personal favorite is covered in the book The Hero and The Outlaw, written by Margaret Mark and Carol S. Pearson, Ph.D. This hefty tome outlines a system for identifying brands by comparing them to archetypal personalities.

So what’s an archetype? Well, it’s a universally understood symbol or pattern of behavior that’s used in myths and storytelling across different cultures. It’s sort of like a stereotype or a generic personality.

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What comes to mind when you hear the words, "Discovery Place?" We asked our team the same question and heard things like "school field trips, space exploration, astronaut ice cream, helium balloon demonstrations, the big IMAX theatre, the pendulum marker that makes really cool designs, the huge disk you can whisper in and be heard on the other side of the room clear as a bell, the electric thing that made your hair stand straight up when you touched it..." The responses were endless and full of energy and excitement!

As you can imagine, we are thrilled to be designing new websites for Discovery Place, Discovery Place Kids and the Charlotte Nature Museum. As one of the top hands-on science museums in the nation, we couldn’t be more excited to work with this organization that shares our same passion for inspiring creativity, fun, exploration, and experimenting with innovative technology.

We are already planning an "office field trip" soon ... for project research of course!

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