reactions

In today’s crowded marketplace, consumers and retailers don’t necessarily need another product in their lives. However humans are natural storytellers. We will always have room in our lives and on our shelves for brands that tell us something interesting .

For over 14 years we have helped brands find their voice in today’s crowded market and send that unified message across varied media. We also recognize that today’s busy consumer doesn’t read. Often a picture — or better yet — a movie is worth a thousand words. This 90 second reel of our work in fashion and beauty showcases a few of the stories we’ve created.
Read More

Image-based brands such as fashion, beauty, photographers, and artists will love Pinterest, a new social sharing platform dedicated to “connecting everyone in the world through shared tastes and the ‘things’ they find interesting.” Users create image boards on topics ranging from home, to travel, food, fitness, beauty, etc. They then find, follow, and share with friends who have similar interests.

Think of Pinterest as your virtual tack board. Remember the cork board you used to have over your desk? Instead of clipping and tacking physical inspiration, Pinterest allows you to keep track of all those virtual bits of inspiration you come across online everyday. Pinterest comes complete with a browser extension that makes pinning a snap. Simply click on the “Pin It” tool when viewing any standard web page and every image or video on that page can be added to your profile with two clicks. Users are encouraged to add a note to the image, and anyone can add a comment to it at any time. More importantly, the image is saved with a link to the URL of the original source. Goodbye long, scrolling lists of “Bookmarked” pages you can’t remember why you saved in the first place, Hello, Pinterest.
Read More

MSLK believes transferring relationships fostered on social media to in-person encounters is a recipe for success. Companies are able to reach a wider audience through all of today’s online channels and utilizing social media to augment face-to-face encounters such as trade shows, events, and in-store promotions has proven to enhance results.

I was one of a group of six social media experts who were interviewed by Rob Murphy and GCI magazine at the end of last year to hear our thoughts on “Using Social Media to Enhance Face-to-Face Encounters.” Here are a few insights:
Read More

MSLK has recently been busy working on completely new packaging and overall branding for Wigwam Mills, and it’s getting ready to hit the shelves this spring.

This was one of MSLK’s toughest challenges to date, for no other reason than we needed to improve on their previous design… also created by us. Though the challenges were different, we followed the same process as always, leading Wigwam toward reevaluating their core messaging, and revamping that look to stay true to their brand’s DNA. This new packaging is the first step toward helping them secure their place as a leader in the performance sock market.
Read More

Great holiday retail windows embody the entire romance of the shopping season. When I was young, the trend was dioramas of animatronic characters set amid a snowy scene. These days retailers and window designers are encouraged to think a bit more outside the box, and the more they let their imagination wander, the better. In fact, the out-of-the-ordinary is more apt to capture peoples’ attention.

Here are some windows that struck me on a recent trip down 5th Avenue.
Read More

In a market flooded with so many brands, today’s consumer is presented with an ever-changing array of options along with an increased sense of discernment about what and where to spend their resources.  To be successful, a brand must find ways to distinguish itself and stand out amongst the clutter.

The process begins with a business strategy and marketing plan.  It has a clear point of view and maps out a direction for future activities.  This written plan describes the business, outlines goals and defines a sustainable competitive advantage.  It is a document that will grow and evolve.  A strong plan is an essential foundation documenting specific strategies and tactics to guarantee objectives are met.  Furthermore, it helps businesses make decisions quickly and manages capital and promotional opportunities effectively throughout the year; allowing for the right investments in the right places always with an eye towards the “big picture.”

Read More

We would like to hear your opinion on an idea for our newest eco-art installation.

Did you ever consider all of the products you use as part of your daily routine? Soaps, cleaners, air fresheners, shampoos, moisturizers—all are seemingly innocuous items that have become accepted cultural norms.  Rarely do we stop to consider whether the ingredients in these products are 100% safe.

As designers, we at MSLK are committed to using our talents to make the public aware of environmental issues facing the world today. Our eco-art installations: Urban Tumbleweeds, Watershed, and Take-Less focused on the dangers of our mass consumption of single-use plastics.  These plastic products seem harmless as you use them one at a time, but over time the refuse accumulates. Similarly, we wonder about all those unnatural ingredients in our beauty and personal care products. How does the accumulation of what we put on our skin, our largest organ, affect our health as a whole?

Read More

In today’s faced paced environment brands want their creative turned around quickly. However, they also want it done effectively. Enter the role of marketing and brand strategy seamlessly changing hands with creatives. A well defined marketing concept, coupled with effective copy/content can quickly and easily translate to great creative, saving the client time and money.

However many companies cannot afford to maintain marketing or design departments on staff, in addition, those with internal support are often overworked juggling many roles.  Recently marketing guru Gloria Luna and the design agency MSLK have formed a strategic partnership to fill these needs in the market.

Read More

Recently MSLK was asked to do some retail analysis for an apparel brand looking to grow their business. The assignment, create a line extension for the brand that would capture more fashionable, impulse purchases made by consumers — primarily women. As we reviewed the product offerings in each store, we focused on the merchandise at check out counters, cash wraps, and end-caps, primarily on the first floor.  These locations tend to receive the most traffic and often lead to impulse purchases. Besides the anticipated insights that fun, travel sized, and conveniently priced items often occupy this prime impulse real estate, I was struck by the immense presence cause marketing, primarily for Breast Cancer Awareness, was receiving.
Read More

Brands such as Gucci, Converse and Ikea are leading the pack in elevating the e-commerce experience by offering alternative and exciting ways to browse their product lines. They are fighting traditional notions of e-commerce— cluttered menus, heavy-handed ads, and dense product grids with web applications that allow for less linear, more memorable ways to shop online. The result is that users are spending more time on these sites, leading to greater brand recognition and increased sales.
Read More