March 27, 2014
Posted By: Marc


We are pleased to announce the June 12th release of colleague, friend, and sometime-collaborator, David Zweig’s book, Invisibles: The Power of Anonymous Work in an Age of Relentless Self-Promotion. (In an act of relentless self-promotion, I am even more excited to have been included in the book, too). Already named a “Top Business Book 2014” by Wharton professor Adam Grant, the book’s premise is that in nearly every profession there are always the conspicuous tops of any profession — the surgeon, the rock star, the “starchitects” and so on. Yet, in nearly every case, there are individuals whose talents are completely under the radar, yet are essential to the outcome’s successes, and in some cases, failures. The book details many cool examples such as Radiohead’s guitar tech, the engineer of the world’s tallest building, and a UN interpreter. I was interviewed to help shed light on the ways a graphic designer can make or break a project — namely the folly of the infamous consequence of “butterfly ballot” design in Broward County in the 2000 presidential election. For design nerds, there’s a whole section about wayfinding, too.

Check out the website to find out more about the work of the unsung heroes we take for granted in our daily life here: And please, if you know an Invisible in your life, give them hug and say “thank you.”

March 20, 2014
Posted By: Sheri


 GCI beauty magazine asked MSLK to share our unique process of establishing strategies for Target Design Directions in their March 2014 issue, “Integrating Packaging and Ingredients” These strategies guide the design exploration turning subjective creative evaluation into a more objective process. A recap of this article is below.

Where to Begin
From the outside, working with a designer or design team on a creative assignment — be it a logo, packaging, or campaign — is often seen as a daunting, mysterious process. Experience has shown that uncertainty during the design process is the cause of much frustration.

Some clients may have very clear ideas of the end result, but do not know how to translate this to their designers. Other clients may be lost in a sea of endless possibilities. Various other stakeholders on the decision-making side may have a differing sense of what a design should or could be. While these concerns are valid, they are not the only ones to be considered. It is important to look at market data, insights from salespeople and retailers, and production considerations. All of these factors may influence the direction a design should follow.

Read more

March 14, 2014
Posted By: Ryan

Responsive web design has become one of the most ubiquitous buzz phrases in the web world for the past three years or so. In case you aren’t familiar, the phrase refers to a set of web development techniques used to create the optimal viewing experience of a website across all devices. Perhaps you’re thinking of redoing your website, and maybe you’ve already been sold on responsive design as a “must have.” With all of the articles out there, it can be difficult to cut through the clutter.

MSLK’s philosophy has always been to respond to client needs and project objectives over industry trends. Over the past three years, we’ve created a number of responsive sites (including our own), and we’ve gleaned new insights along the way. We have found that responsive design is essential in many instances, while in others it is over-scaled for our client’s needs and/or doesn’t make sense with kind of site that is being created. Read more to determine when it’s best to invest in a responsive site.

Read more

March 13, 2014
Posted By: Sheri


Businesses seem to naturally gravitate towards considering technology needs when looking to build or update an e-commerce site. However, the more valuable — and often overlooked — consideration is that of content. Without a doubt, technology is essential in helping to deliver the content, but technology without content is meaningless. I believe the best process begins with defining user desires and marrying those with   business objectives in order to create the ideal front-end user experience. Defining the user experience should then inform the selection of a technology platform, not the other way around.

When considering the type of content to be included in a user experience, we have found that it is important to consider the following key areas: Read more

March 4, 2014
Posted By: MSLK

Easton Architects is a leader in historic building preservation, helping educational, public and cultural institutions plan, restore and reuse their buildings for the future. Their new brand presence exudes the same sense of historical respect and refined simplicity that they bring to each of their projects.

Read more