Rebranding a business can be a big undertaking for firms of any size, and the structure of a rebranding endeavor can take many forms, such as a thorough graphic design revamp of logos and a website or a completely new name, location, or ownership model. But what does it take to re-envision one’s own practice? What kinds of questions should firms be asking of themselves and their marketing departments, and how does a small-scale rebrand differ from a full-scale overhaul? LAM talked to three firms about their approaches to rebranding and what they’ve learned. Interviews have been edited and condensed.(more…)
The huge backyard along the Gowanus Canal in Brooklyn was the perfect site for the summertime Sunday afternoon parties that the DJs Justin Carter and Eamon Harkin liked to throw. It had plenty of space, room for a bar, and the overgrowth that comes alongside New York’s lovable Superfund waterway. But they had only temporary leases and permits to throw parties. Their time in the huge backyard wouldn’t last forever.
Carter and Harkin went looking for a permanent home and found something similar: a garbage-strewn industrial lot covered in weeds next to the L tracks in Ridgewood, Queens, a few miles away. “When we found it, it was, like, kind of just a junk heap,” Carter says.
Carter called David Seiter, ASLA, the principal and the design director at Future Green Studio, a landscape design and urban ecology firm of about 20 people then based close to the party space along the Gowanus. Seiter and his studio had also warmed to the area’s unkempt feeling and wanted to keep (more…)
