Edmundo Ortega

Edmundo Ortega

Sequitur
Spirit Guide

Make the Logo Smaller
With Rudi O’Meara
We can’t tell you how many times we’ve been asked, ‘So, branding—what’s that, like, designing logos or something?’ Well, yes and no. Actually, more no and no these days. See, way back when, what you looked like and how quickly people recognized you was basically what branding entailed. Back then, studios like ours dedicated their energies to crafting brands the way ranchers once forged them—for searing their mark on the cattle (AKA consumers) that belonged to them. Thankfully, those days are gone. Long gone. Good riddance.

Anyway, this is the story of how we went from old-school, identity-focused design agency to straight-up strategic consultancy—focused more on how companies act than how they look. Along the way, we’ve learned our fair share about what works, what scares the bejesus out of clients, and how to work with them to get to know their customers better (and do them a solid every now and again). Think of it as a little walk through 13 years of instructive failures and successes we can rarely take credit for.

Speaker Bio
We’re a new-school branding agency that helps growth stage companies profit from change—all using an approach we call Deep Brand. Between the two of us, we have over 40+ years of experience leading cross-disciplinary creative teams within agencies and on the client-side. Our clients run the gamut— from super lean start-ups to Fortune 500 heavyweights. And lately, we’ve been working with the likes of OpenTable, Genetech, Twitter, Intuit, Clif Bar, and Dolby Labs (among others) to use qualitative insights to clarify their vision, align their teams, and communicate convincingly to the world. Other past clients include: Apple, Autodesk, eBay, Facebook, Juniper Networks, Kendall-Jackson, Nikon, Oracle, Timbuk2, Trulia, and Yahoo!