Brand Implementation 101
Our guide to the key components of brand implementation that ensures a consistent, compelling and enduring brand presence.
Visual Identity 101
Our guide to developing a distinctive brand visual identity — from logos and colors to typography and iconography.
Messaging 101
Our guide to key elements of brand messaging, which translates brand strategy into stories that drives understanding, engagement and action.
Strategies to Help Nonprofits Think Beyond the CARES Act and Emerge Stronger
From retail to hospitality to arts and culture, we’ve seen organizations across sectors and nations challenged by the unforeseen effects of COVID-19. Although the $2 trillion coronavirus relief bill (CARES Act) will benefit many in the short term, it’s important to remember that emergency support does not ensure enduring success. As an agency that focuses […]
(Protest) Signs of the Times: Branding to Embrace the Political Storm
In their 2014 book New Power, Jeremy Heimans and Henry Timms discuss “storm chasing” and “storm embracing,” two techniques for organizations to drive action, urgency and visibility, even in times of crisis. As the political climate in the U.S. continues to become more polarized, it’s no accident that the past two years have seen at […]
NYU Makes Tuition Free for All Medical Students
We are proud to announce that our long-time partner, NYU School of Medicine, will be the first top-ranked medical school to offer full-tuition scholarships to all current and incoming classes. By freeing medical students from the burden of tuition, they are helping them focus on what matters most: leading-edge care and research for all. Read […]
Columbia SPS Success Stories Featuring Additive’s Hayley Berlent
Hayley Berlent (’04SPS, Strategic Communication) is Founder and CEO of The Additive Agency, a brand transformation consultancy that helps organizations amplify their impact. Growing up in South Africa, she observed social injustice firsthand and witnessed the ways in which positive social change occurred. Her childhood experiences inspired the foundation and purpose of the agency. Read […]
Dr. Oz To Ride with Team Lighthouse Guild in TD Five Boro Bike Tour
As Lighthouse Guild gears up for their participation in the largest cycling event in the country, they will be joined by best selling author and host of the Emmy award-winning TV show, Dr. Mehmet Oz. To help raise awareness for the the importance of eye health and vision care, Dr. Oz and Team Lighthouse Guild […]
Branding Is More Than Image, It’s An Invitation
For many centuries, branding was a term used to describe the demarcation of property—most commonly in reference to the searing of cattle.
