We’re doing the complete brand identity for McGovernWang, a new boutique banking firm specializing in transnational deals between China and the U.S.Most fun was designing the Chinese version of the website.

It’s interesting because it feels like the notion of the “campaign site” is changing, at least in our minds it is. Traditionally it’s been an interactive super ad built in flash and it takes at least a coffee break to load. This model is dependent on a heavy media buy, a bunch of banners… Oh, and a viral component which hopefully does its job.

But what if you stop thinking of the “campaign site” as a digital billboard in cyberspace and start thinking of it in terms of a any other media property except perhaps more specified in purpose?

Take a leap from “advertiser” to “publisher”…  Might make things more interesting for people.

We’re trying.

So after having redesigned the packaging of Tropicana, PepsiCo has now decided to switch back to the original design. Apparently, a lot of their customers found it confusing and were really upset. We happen to like the new design - and I’m sure we are not the only ones. How come the complainers get to ruin everything for the rest of us? Just because they are loud? And why are brands so acquiescent?

Reactionary marketing is a slow descent into oblivion… Strap on your chutzpah!

Read more here.

New beauty catalogue from Saks Fifth Avenue. The copy (and the price) is priceless…

Branding is great when it focuses on transmitting core values that are relevant. If you’ve ever been to a MUJI store you will surely agree that the brand successfully conveys the company’s stated philosophy:

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This is interesting. Sea Change:

Apple passes Walmart, number 1 in US music sales

From The Unofficial Apple Weblog (TUAW)