We re-imagine brands through cultural insight, applied empathy, and creative intelligence.

Reintroducing a beloved icon to the new creative class

Herman Miller

Ad Campaign Creative Communications Planning Social advertising Strategic Partner Engagement
Syndicate

With the launch of the 25th-anniversary edition of the Aeron chair, Herman Miller recognized the need to tell the story of how behind-the-scenes innovation had improved a classic design.
The juxtaposition of the re-engineered chair’s timeless design and cutting-edge ergonomics drove the visual and tonal inspiration for the Masterpiece Remastered campaign.

The campaign revitalized audiences that were nostalgic for the original product and engaged a new class of creatives considering an Aeron for the first time.

Syndicate

Next-Gen Engagement

Generating a 3x increase in new site visits attributed to the campaign.

Building a New Base

Driving 77% more new customers into sales funnel.

B2B Toolkit

Engaging key sales partners by providing B2B-specific tools and assets to drive customers through the sales funnel.

Syndicate

Hunter Tura

CEO

New York

Applied Empathy

We are a brand strategy and design practice founded on the belief that deeper understanding creates better solutions. We leverage our proprietary empathic design methodology and cultural intelligence technology to help brands solve their most difficult challenges and deliver on their promises.

Process
Syndicate

Consumer Behaviors

The pain points, desires, aspirations
of audiences – whether they’re internal
employees or customers.

Contextual Forces

The direct and indirect competitive set,
as well as the larger forces of society, politics, and culture.

Company Realities

The character, culture, beliefs, and offerings
of the business and its brand.

We bring together research, strategy and design to clarify purpose and drive growth, engagement and awareness
for brands.

Ideas

Harnessing a powerful legacy to chart a new path for future growth

Pantone

Ad Campaign Creative Art Direction Brand Identity & System Positioning & Purpose Social advertising
Syndicate

Pantone engaged us to guide a transition from a B2B focus to a consumer-minded brand that positions them as the leader in color expertise and intelligence.

We created a new logomark, “Make it Brilliant” tagline, and internal and external marketing campaigns that celebrate the brand’s past and future.

We revitalized Pantone’s Color of the Year campaign as a year-round tool of expression, charting the future of color direction and studying how color influences human thought processes, emotions and physical reactions.

Syndicate

Robust social engagement

Rising on Instagram to become the fifth most-popular and engaged-with account.

Campaing-driven growth

Triggering an exponential rise in the brand’s social following across Facebook, Instagram, Twitter, and Pinterest.

Powerful media impact

Generating the largest media impact in the brand’s history with 2016’s Colors of the Year.

Syndicate

Tommy Schonder

Managing Director

Los Angeles

Brand Strategy

Brand Architecture, Positioning & Purpose, Innovation Strategy, Empathy-Centered Research and Comms Planning.

Services

SSR is a part of MTM, a network of creative, tech-enabled agencies connecting people, brands, and experiences through meaningful activations.

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Other MTM network agencies:

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Brand Code

Ensuring that the north star and surrounding strategy comes from within the organization is critical to the success of our work together.

Process
Syndicate

Brand Code

A Brand Code organizes and articulates the foundational tenets of a brand, helping internal and external audiences understand who it is, what it does, and why it matters.

Introducing the future of driving and mobility to the world

Lucid

Brand Identity & System Communications Planning Digital Product Design Organizational Consulting
Syndicate

Lucid partnered with us to design their Silicon Valley showroom and headquarters to capture the company’s “spirit of California” identity and establish them as leaders in space, energy, and time.

We designed the customer experience in four main parts, taking visitors on a journey from Lucid’s origins and inspirations through tech demos, vehicle prototypes, and customization options. Branded assets, graphics, and messaging enhance the visitor showroom experience.

The showroom design’s scalability and flexibility enables Lucid to apply this prototype to sales centers as they expand into new locations and markets.

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Flexible Design

Setting design standards and prototypes for consistent brand and showroom expansion.

Memorable Experiences

Growing consumer interest through interactive and experiential features.

Lasting Impact

Connecting with customers to drive brand awareness and community.

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What do you most want to know?

 

Ask us anything: schonder@syndicate-subrosa.com

Ideas

Matt Sim

Strategy Director

New York

Camille Ross

Executive Production Director

New York

Organizational Consulting

Service Design, Employee Engagement, Internal Marketing & Communications.

Services

Unifying an organization around a new vision for future impact

Carlyle

Digital Product Design Experience Design Positioning & Purpose Strategic Partner Engagement

The Carlyle Group were seeking communication guidance for their Global Investor Conference – to inform and inspire LPs on Carlyle’s leadership, vision, and investment excellence. We crafted messaging themes driving the conference’s communication strategy, content, and thought leadership, culminating in video content, experience design and conference materials.

To bring Carlyle’s focus on sustainability efforts to life, we developed a strategy and narrative highlighting their ESG impact, and developed an interactive impact report and microsite that allows Carlyle to stay consistent and transparent in their leadership efforts.

Syndicate

Redefining Leadership

Crafting a narrative that represents a new focus in diversity, inclusion and strength in numbers.

Brand Transparency

Building trust through highlighting the firm’s sustainability and diversity efforts through interactive digital touchpoints.

Thoughtful Connections

Establishing relationships with key business partners through creative and social content consistent with the brand’s tone and voice.

“From due diligence through exit, our impact approach at Carlyle is rooted in building better businesses from the bottom up and top down. The Carlyle 2020 Impact Review speaks to our expanded focus on this long-term strategy and demonstrates how our holistic approach is driving change forward even in challenging times”

Kewsong Lee & Glenn Youngkin, Carlyle CO-CEO’s

What motivates you to progress?

 

Get in touch: careers@syndicate-subrosa.com

Ideas

Using the power of haptics to disrupt a shoe category

Nike

Communications Planning Digital Product Design Experience Design
Syndicate

To position Nike as a leader in apparel and innovation and effectively convey Hyperfeel’s breakthrough technology, we designed a sensorial experience – The Art + Science of Feeling – as part of NYFW.

Guests wearing neuro-sensory headsets embarked on a barefoot journey across varied textured surfaces, enhanced through motion-triggered audiovisual elements, that elevated the sensorial experiences of running.

An interactive data visualization display alongside the product grew as attendees participated, providing personal biometric takeaways and aggregated content for Nike’s channels.

Syndicate

Meaningful engagement

Inspiring social engagement from over 30% of visitors.

Target exposure

Creating supplementary programming to expand the ‘drop’ audience from sneakerheads to design students and NYC running crews.

Artistic alignement

Facilitating meaningful partnerships to tell a deeper product story and drive media buzz.

Syndicate

Identity Design

Brand Identity & System, Art Direction and Graphic Design.

Services

Co-Creation and Collaboration

Collaboration is an essential step in our empathy-process.

We constantly involve different voices and perspectives to ensure we’re creating effective programs, products, positionings, and experiences. This allows us to align on a brand purpose and brand code that resonates with consumers.

Process

Empowering Americans to unite and fight for democracy

ACLU

Ad Campaign Creative Digital Product Design Influencer Management Positioning & Purpose Social advertising

We worked closely with the ACLU to concept, design, and develop the #OurVoteOurFight experience and campaign. Our campaign strategy and digital experience amplified what was really at stake as a way to increase voter participation in the 2020 presidential election.

Two campaign videos, an interactive web experience, and over a thousand shareable social media assets ensured campaign scalability, strong engagement, and emphasized the impact each voter has on the nation’s future.

Syndicate

Empowered Audiences

Uniting the American population with a single mission and call to action.

Digital Asset Toolkit

Inviting active participation and driving content distribution across multiple social platforms.

Strong Impact

Expanding organizational reach through for an ongoing platform, voice and following.

Syndicate

Kenny Phillips

Designer

New York

Engagement Execution

Social Advertising, Influencer Management and Strategic Partner Engagement.

Services

Redefining a district as a community, innovation, and culture hub

24+ Half

Experience Design Graphic design Positioning & Purpose Social advertising
Syndicate

Blue Onyx wanted to highlight the narrative of 24+Half, their new innovation district, as an urban rebirth of Paterson, NJ.

We developed and implemented brand and messaging strategy, visual identity, environmental graphics and creative content for the redevelopment site, which features a wide array of public programs and activity spaces. Custom typography makes the logo adaptable for collaborations and initiatives.

To generate enthusiasm for the brand’s message, “Paterson rising,” and boost community engagement, we branded and launched a Covid-19-safe beach party, designing a variety of promotional material and merchandise.

Syndicate

Robust Identity

Forging lasting relationships and collaborations with business partners and community members.

Engaged Community

Building community through events and initiatives in line with the brand’s core mission.

Custom Creative Assets

Encouraging members to celebrate and represent their new neighborhood.

“We’re excited about creating a catalyst for renewal within this historic neighborhood in a way that celebrates Paterson’s entrepreneurial past while looking forward to a sustainable future.”

Levi Kelman, Blue Onyx CEO

Content Creation

Ad Campaign Creative, Owned Content, Experience Design and Digital Product Design.

Services

Margo Husted

CFO

New York

Highlighting a lifestyle brand’s character and community to refresh their flagship experience

Goop

Digital Product Design Experience Design Positioning & Purpose Spatial Design
Syndicate

Goop approached us to develop, design and produce their second annual In goop Health wellness summit in NYC.

We delivered creative concepts and a strategic spatial plan, completely re-thinking every stage of the guest experience.

The design and staging of the summit transformed the cavernous space into one inviting self-care and community.

For a frictionless experience, we designed a custom registration platform for guests to register in real-time for treatments, classes, and activities; stand in virtual lines; and process payments.

Syndicate

Seamless execution

Delivering digital solutions and a concierge-style service strategy that continues to be used at In goop Health events.

Experiential design

Transforming 44,000 feet of raw space into a venue for multiple simultaneous activations.

Building the community

Earning recognition and praise from multiple wellness and lifestyle platforms.

Syndicate

What do you purposefully leave undone?

 

Let us know: careers@syndicate-subrosa.com

Ideas

Celebrating an icon’s legacy to chart his second chapter

Tiger Woods | TGR

Brand Identity & System Communications Planning Digital Product Design Innovation Strategy Organizational Consulting
Syndicate

Working with Tiger Woods, we visualized a future for his diverse portfolio and developed a new TGR parent brand for his organization.

The pillars of our strategy – mindset, method, and mastery – guided a new identity design, public launch plan, and internal culture building initiatives.
We created a family of brands to unify his businesses and teams and designed six connected enterprise websites.

Coupled with a revived social media and communications strategy, this digital ecosystem helped catapult Tiger’s return to golf and elevate his vision for his next chapter.

Syndicate

Cohesive Brand Family

Creating lasting strategies to unify messaging, creative, and culture across a diverse portfolio.

Empowered Team

Facilitating new streams of cross-portfolio collaboration.

Digital Community

Creating a user-centered and growth-oriented digital home base that serves as a hub for fans, partners, and collaborators.

Syndicate

Identifying what listeners want in a new sound experience

BelloSound

Art Direction Digital Product Design Graphic design Positioning & Purpose Social advertising
Syndicate

Bellosound wanted to position themselves as the go-to music source for event talent, custom playlists, and streaming.

We developed a brand strategy and complete visual identity system that communicated both the brand’s sense of sophistication to clients and coolness to listeners. We designed creative content that governed all promotional material and collateral for live events, social media, and streaming platforms.

Final deliverables also included internal brand guidelines, visual and text standards for use on all company documents to strengthen brand identity from within.

Syndicate

Diverse Assets

Connecting brand offerings and services to key business partners.

Elevated Standars

Building community both internally and externally through a new brand identity.

Social Presence

Establishing brand awareness with creative content across multiple platforms and channels.

“Even if you can’t stay in one of the French Polynesian hotel’s new overwater bungalow suites with infinity-edge plunge pools, try to imagine it while listening to Bora Bora Dreamin’. Curated with DJ/music styling company Bellosound, the songs play at some of the Four Seasons’ restaurants and bars and are as light and frothy as the hotel’s tropical Puura Nui cocktail.”

Forbes Travel Guide

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