thoughts

10 Years of Bringing Life to Brands

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We’ve seen design get simpler. We’ve seen brands stand for more. And we’ve worked, along with our clients, to bring voice and connection to the brands we believe in.

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A new brand vision as three lupus organizations merge

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The Lupus Research Alliance unveiled its new brand identity and strategic vision at its inaugural gala at The Waldorf Astoria. The merger represents the unification of three leaders in Lupus Research: The Alliance for Lupus Research, the Lupus Research Institute, and the S.L.E. Lupus Foundation. (more…)

The Importance of User Experience

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In today’s fast-paced world, the way we get to know and experience brands is often through their online presence. If the user finds the online brand experience frustrating and negative in any way that perception will affect their overall impression of the brand itself and will deter them from returning to the site. A thoughtful experience has become critical for user engagement; it maintains the reader’s attention and ultimately gains their loyalty and trust.

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True Love: Leveraging a Real Brand Story

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Often the big idea for your brand is hidden in plain sight. Boutique brands in particular, can refresh a message that’s always been there, to bring new relevance for today’s generation.

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Home Improvement: Everyone’s an Expert

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When we’re renovating our homes, we spend time on shopping sites, researching products, reading reviews and comparing brands. Many companies have embraced the power of design and their digital presence is compelling.
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An Attitude Shift in Marketing to Women

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Women empowerment is stronger than ever. Other than stating the obvious (hello, we have a solid female contender running for presidential candidate), brands have not only taken notice, they have encouraged and promoted true girl power!
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Climate Change Generation

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President Obama has said, “We are the first generation to feel the impact of climate change, and the last generation that can do anything about it.” Clearly a subject that can no longer be ignored, building support for taking action to mitigate climate change is now a top priority for many of the world’s leaders, including the Pope, with his 1.2 billion followers.
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Radical Transparency

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In the age of transparency we have all become used to our lives on display. As Glassdoor becomes more popular, companies have had to act on employee feedback, and the new wave of office spaces – like ours at Pause for Thought – are literally transparent, with glass walls separating us from our neighbors.
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Birthday Wishes from Your Favorite Brands

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When I was younger, birthdays meant homemade cake by grandpa, new clothes and lots of picture taking. I guess not much has changed since then except cake has been replaced with Georgetown cupcakes, I buy my own clothes (well, mom will forever insist on her own fashion choices from time to time) and all my pictures are filtered Mayfair.
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Slow Food

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I grew up with Slow Food without knowing it. My mother would wake me at the crack of dawn to hoe the string beans, shuck the corn and dig potatoes—not exactly my idea of fun. I was jealous that my best friend’s mom could take a pizza from the freezer, pop it in the oven and within minutes we could be eating it.
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Animated Type

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For the past eight years The Design Museum in London has selected designs throughout the world and celebrated them in the Designs of the Year exhibition. The designs chosen fall into a wide variety of categories, such as fashion, architecture, and transportation. The tagline that encapsulates the show is “Someday the other museums will be showing this stuff”.

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Bitcoin for a better world

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Entrepreneurs see problems and strive to fix them in order to make the world a better place to live. This month we sat down with Mickey Costa to learn more about Atlas and how digital currencies and the blockchain can help developing countries.
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The Future of Food

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The global extravaganza of Expo is upon us, this time hosted by Italy.

The theme of ‘Feeding the Planet, Energy for Life’ has been interpreted by contributing countries and organizations to produce an experience that mixes fabulous architecture with technology, food and a bit of Vegas showmanship!
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Before & After: Morton Salt Packaging

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The iconic Morton Salt Girl recently marked her 100th year anniversary as the face of the brand.

Pause for Thought worked with Morton Salt to refresh the brand by updating the logo and introducing a new packaging design system. Respecting her iconic status and avoiding a cartoon-style makeover, they evolved the Umbrella Girl in small and subtle ways, with cleaner linework and a hint of a smile.
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Tenacity, Passion and Vision

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At Pause for Thought we are inspired by entrepreneurs. Their products span every category but we’ve noticed a commonality—personality traits that drive them to success.

TENACITY
Living with uncertainty and pushing through years of obstacles is not for everyone, but for the entrepreneur every misstep is an opportunity to learn and redirect, ultimately making their vision a reality.

PASSION
Entrepreneurs are fueled by passion. They have an excitement and belief in what they’re doing that sees them through the hard times.

VISION
Imagining an opportunity and turning it into a brand with a product that can change the way people think, react and behave is a core driver. Entrepreneurs have a curiosity that transforms the overlooked into innovative products.
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Our work with Morton Salt on BRAND NEW

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We worked with Morton salt to refresh its brand updating its logo and introducing a new packaging design system. Respecting her iconic status and avoiding a cartoon-style makeover, we evolved the Umbrella Girl in small and subtle ways, with cleaner linework and a hint of a smile.

The new Morton Salt wordmark features a fresh and friendly font, while maintaining the leadership qualities of the original logo. A kick in the R mimics the Girl’s step.

Read BRAND NEW‘s analysis of our work.

Trending to NOW!

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jpeg-4Pause for thought sat down with Rob Matzkin the founder of Booze Carriage to learn how they’re capturing consumer trends, building loyalty and reaching new audiences.

Tell us about your brand offering?

We deliver beer, wine and top-shelf spirits anywhere in Manhattan in 60 minutes or less—for the exact same price as an in-store purchase, with no delivery fees.
How do we do it? We partner with local stores and charge them for the marketing and technology platform that brings them business – we’re the Seamless for booze!

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