Latest

Branding 101 with High Tide NYC

With regards to branding, there’s little–if any–center floor. It’s one thing understood, no less than subconsciously, from a very early age, when ad groups dream up how one can get you, a toddler and dependent shopper, to beg your mother and father for one product or one other: a Glad Meal, a Tickle Me Elmo, Recreation Boys. If they’ve achieved it proper, you’ll want that Comfortable Meal, that Tickle Me Elmo, that Recreation Boy. And you’ll keep in mind wanting it for the subsequent three many years–that desperate craving of timely acquisition and ownership. The whole lot else? Overlook about it. Literally.

There isn’t a small amount of genius in guiding individuals in the direction of what they need, and there’s true artwork in serving to a company make a collection of sensible decisions that may greatest communicate their model to the world. What do you need to say? Who do you need to be? Who’s your viewers? These are questions answered in all the things from the narrowness of a font, the thickness of a enterprise card, a emblem, a colour. Slightly totally different decisions inform vastly totally different tales. As a model, you need to make that proper selection.

High Tide, a artistic company in New York Metropolis, is exceedingly good at making proper decisions. Based in 2008 by Danny Miller, who leads artistic, and Jill Cole, its managing director, High Tide has labored with both established brands (Nike, Mercedes-Benz, Heineken) and newer ones which have come to dominate their respective subject (Warby Parker, Casper, Lola). In their work, which covers all the things in the branding gamut, High Tide has helped create for their shoppers a brand new visual language for the elegant trendy shopper. The “want” their work manages to cultivate feels genuine, value-based, the life-style counterpoint to an essential concept.

Collectively, Miller and Cole have carved out an enviable area for themselves within the artistic world. While High Tide works in what is considered a business area, they are artists first, with a deep love of design, notably on the subject of physical merchandise. Their current firm vacation card was a pretend lottery ticket, made with scratchable ink. They created a limited version cereal box for Nike in celebration of Victor Cruz’s debut sneaker, full with actual cereal. They make seasonal mixes for fun. Their Instagram is an homage not solely to their own work, however to the larger visible world which evokes them. They stay and breath these things–and anybody who hires them benefits from it.

Under, we speak to Danny Miller and Jill Cole concerning the paths that led them to High Tide, the value of listening rigorously, and a game-changing first shopper that helped put High Tide firmly on the map.

high tide nyc

Bond Road

What have been you each doing before founding High Tide?

High Tide

Danny: Immediately previous to founding High Tide, I spent two years working as an Artwork Director for Atlantic Data. I had a deep love for music and album cover art from a very young age, so I was really excited concerning the opportunity when it got here along. I discovered graphic design from a mentor–an excellent artistic named Kallen Yan–who now lives and works in Hong Kong. I studied portray at UCLA, so the transition to designer was fairly fluid; I’ve all the time had a robust understanding of composition, shade, and type.

Jill: Before becoming a member of High Tide, I was working by way of a doctoral program in Anthropology here in NYC, fascinated by my material (ladies’s health activism in Southern Africa), but realizing that a tutorial profession won’t be for me. At the similar time, I had been working as a model for Marc Jacobs and Principle for years. That was an invaluable expertise that gave me a uncommon, 360-degree perspective on the business–from design to manufacturing, sales, and PR. For awhile, I did both–modeling and High Tide–but once I received pregnant with our daughter, I joined Danny full time and took on extra duty.

Bond Road

Who was High Tide’s first shopper? How did you convince them to take a chance on the company?

High Tide

It’s arduous to consider, but our first actual shopper was Warby Parker. On the time, the founders have been MBA college students at Wharton with a singular idea and marketing strategy. I feel they saw that we have been very longing for the experience, that we have been trustworthy and dedicated to doing superb work. We have been simply as passionate concerning the tiniest particulars as they have been, and it paid off. For us, Warby’s instant success validated that we have been on the fitting path; we simply needed to codify our processes and construct out our company construction.

high tide nyc

Bond Road

How many people make up the High Tide staff?

High Tide

We’re presently a workforce of 9–that features ourselves, gross sales, strategy, and design. We recurrently flex as much as meet demand when crucial.

Bond Road

How does New York Metropolis encourage every of you on the subject of work?

High Tide

Danny: I was born and raised in Downtown Manhattan. My father was a painter who taught me find out how to see the world as an artist, discovering inspiration all over the place. New York drives me each day and all the time keeps me on my toes. The town is so competitive and energetic that it forces you to continually push for higher things, to make the most out of your day, and by no means, ever slack off as a result of there’s all the time any person across the nook who’s simply as hungry as you’re. Having stated all of that, today I get plenty of inspiration by truly stepping outdoors of the town, travelling, happening a hike. That appears to be the time when my greatest ideas emerge.

Jill: For me, the individuals I meet have all the time been probably the most inspiring part of dwelling in New York. It doesn’t matter what I used to be doing within the 10-plus years I’ve lived here, I’ve all the time felt surrounded by individuals who have been actually, actually superb at what they do, whether or not it’s somebody writing up their analysis, designing clothing, or educating yoga. Not to mention all the incredibly committed entrepreneurs High Tide gets to work with.

high tide nyc office

high tide nyc bag

Bond Road

What’s the toughest factor about pitching shoppers?

High Tide

It’s essential to believe in your strategy to things while remaining versatile sufficient to answer the nuances of specific tasks. In a pitch meeting, it is best to obviously be ready with case research and relevant experience and all of that, however you also needs to comply with the stream of the conversation and pay attention rigorously. Loads of occasions you find that a shopper’s needs usually are not what you (or they) initially thought, and you need to pivot. With the ability to determine particularities from the start, as an alternative of proposing one-size-fits-all solutions, makes all of the difference.

Bond Road

How troublesome is it to stability consistency with innovation relating to design?

High Tide

Balancing consistency with innovation is a problem inherent to design, and doing it properly typically yields probably the most fascinating work. It’s really essential to have a robust foundation within the rules of design whereas additionally figuring out how and when to interrupt the principles in order that issues don’t turn into static or formulaic. It’s straightforward to discover a formulation that “works,” and you may go ahead and apply that method to a variety of tasks, they usually can all end up good–however they gained’t essentially be timeless, or basic, or memorable. A part of our course of is to work out that stability: determining the place to stick to the tried-and-true and the place to push things ahead, be clever, and innovate.

Bond Road

How does High Tide separate itself from other design businesses?

High Tide

For us, it’s all about understanding in the present day’s cultural panorama and shopper attitudes while weaving a number of references (previous, current, future, high-end and low-end) to create work that is clear and simple without being sterile, and referential and relatable without being pastiche. Our strategy is to attract out the distinctive DNA of every model we work with, to determine what they are really about from a strategic and artistic standpoint. This helps us develop the sort of genuine and inspirational model experiences that translate to enterprise success.

high tide design

Bond Road

How did High Tide first hear about Bond Road?

High Tide

We have been introduced to Bond Road by the co-founder of Sensible Bicycles, certainly one of our early branding shoppers.

Bond Road

How are is High Tide fascinated with progress? What is going to your financing from Bond Road permit the company to accomplish?

High Tide

The financing gave us a chance to fill a few much-needed roles with minimal stress. Within the early years of our firm, we have been hyper-focused on hiring the perfect designers, naively considering that if the work was strong, everyone can be glad. It took us a minute to understand the invaluable position of an account manager, for instance, someone whose job it is to make sure that shoppers are being heard and that shoppers perceive what’s happening at each step. The payoff was almost immediate, and our workforce feels far more balanced and well-rounded.

Bond Road

What era of design most interests every of you currently and why?

High Tide

Danny: I’ve all the time been most fascinated with design from the 1960s and ‘70s, at the beginning was completed on computers and the web gave us an infinite amount of artistic instruments and assets. Individuals had to make use of their minds and arms more. I am fascinated by the music and political culture of this period, which was immediately mirrored within the design. I really like the work of Japanese artist Keiichi Tanaami and the good American designer Herb Lubalin. Their work could be very totally different stylistically, but has many parallel qualities. They each broke a variety of guidelines and and their work was filled with expression and wonder.

QUICK FIRE (Every can answer individually)

Bond Road

Guide every entrepreneur should learn:

High Tide

Lust for Life by Irving Stone

Bond Road

E-book each design geek should own:

High Tide

Thoughts on Design by Paul Rand

Bond Road

Pc program you couldn’t stay without: Slack

High Tide

Piece of art that still sticks with you: “Garden of Earthly Delights” by Hieronymus Bosch

Bond Road

Three favourite small businesses (brick and mortar) in NYC: