The brand manifesto is (meant to be) a clear statement of a brand’s culture and core beliefs that helps keep everyone from reception to management on message and on track. More often they're pompous, corporate sounding things containing lots of important sounding words, none of them useful. Mark takes a more modern approach. He translates brand beliefs into snappy, memorable manifestos that inform, illuminate, and on occasion entertain. These malleable, modular tools are frequently dissected and printed on office walls, in employee cafeterias, and even on cocktail party napkins.
KEEP YOUR OUTLOOK SUNNY, EVEN WHEN YOUR SHOES ARE WET
As POPSUGAR prepared to expand globally in 2015, Mark was hired to distill, clarify, and express the brand’s identity, beliefs, and culture. In addition to writing the global brand guide, he created the POPSUGAR brand manifesto.
IF IT LOOKS LIKE MARIE ANTOINETTE'S WEDDING CAKE, ITS NOT MARC
MARC FISHER DESIGN PHILOSOPHY
In 2015 Marc Fisher introduced a new brand of chic, simple shoes that aligned his passion for footwear with the greater purpose of celebrating and supporting women who make a difference.
2 years prior to brand launch, the shoe maven and roving marketing guru Stacy Lastrina called Mark to help her forge a clear identity and philosophy for the soon-to-be brand. Mark developed the Marc Fisher voice, created the brand guide, and devised “Marc’s unbreakable rules and regulations”, Marc Fisher’s design manifesto.
WE BELIEVE OUR MIRRORS MAKE YOU LOOK YOUNGER
Mark has worked with Jonathan Adler since Jonathan hung out his potter’s shingle 20 years ago. In addition to crafting the fledgling company’s first catalogs, Mark worked with Jonathan to create the original brand manifesto.
This helped define the brand’s and also voice.
WHAT MAKES US WE
WEST ELM BRAND IDENTITY GUIDES
Mark worked with west elm for over 5 years, and created key foundational tools including a series of brand books that communicated the company's philosophy on design, experience, and the customer relationship.
Y IS FOR YAWN. STIFLE THE URGE.
BLOOMINGDALE’S A-Z CUSTOMER SERVICE GUIDE
Mark was hired by the Creative Director and H.R. department to create a tool that would help improve the standard of store service at Bloomingdale’s. He devised the A-Z customer service guide, a piece that mixed directness and wit to highlight areas that needed improvement. The A-Z was displayed on Bloomingdale’s staff cafeteria walls nationwide and executed as booklet for all employees.