We help brands to focus on their essential intent, to eliminate excess and to go big with the things that really matter.
We deliver brand strategy that is precise and meaningful and design systems that are single-minded and truly distinctive. The two are tied together.
Every project is owned by two partners - a strategy lead and a design lead - who form an essential team from a collective of brand design specialists. In this way we balance senior level talent and experience with agility and we work lean at all times.
And why is our company called yellow? We wanted a name that was confident, positive and of course, essential!
I am a design leader who has built award-winning teams for several of the world’s leading agencies. I've been lucky to have worked alongside some of the industries most talented people - and their brilliance keeps me inspired.
Recently I was ECD at Bluemarlin. Previously I was Creative Director with Dragon Rouge, following 13 years as CCO and Founding Partner of Sterling Brands. I started my career with Pentagram in London and helped establish the Michael Peters Group in London, Toronto and Los Angeles. I've lead major new identity and packaging programs for clients including: Givaudan Roare, Constellation Wines, Burger King, Pepsi, Diageo, El Paso Energy, The Getty Museum, Unilever, Colgate Palmolive, VegaOne and AB InBev.
I am an active member of the AIGA and a past board member. I believe designers have an essential role to promote responsible design, and I'm always happy to contribute my skills to non-profits. I've spoken at many conferences and advised several startup companies. When I'm not designing, you'll find me with one power tool or another, renovating my Fort Greene brownstone!
> strategic partner
I have always tried to keep both sides of my brain engaged. I graduated with an international business degree and majored in Economics and chose to join a creative industry and to surround myself with a wonderful eclectic mix of creative types. Today I build brands by design to make a business impact. Which is a nice left and right brain place to be.
I love to dig into brands, to strip away the layers and get to the core of what really makes it special. I love the moment when you articulate an idea in a way that unlocks a thousand others. I don’t love it when ‘the fog’ stops great ideas being seen or when we lack the conviction to act on them.
I have been in the business of brand design for 10 years and have worked with wonderful brands big and small across a plethora of categories. Big companies like Shell, Viacom, ABInbev, Moet Hennessy and Coca-Cola, small ones that became big like Ella’s Kitchen and Kettle Chips and lots of little ones that are happy staying small and perfectly formed.
My last role was as Managing Director of Bluemarlin New York, having transferred from their London office I spent 4 and half action-packed years growing the team and client base before deciding it was time for a new challenge.
In life I love to travel. But everyone says that. So I’ll say I love to vanish. Because that sounds deep and mysterious.
Susan was a design nomad at the beginning of her career: her design skills and love of travel took her to New York, San Francisco, London, Toronto, Los Angeles and Sydney — on a seemingly perpetual quest to discover the perfect design studio. She finally decided that New York was the right place.
Susan has a particular focus on beauty products. She has led major new identity and packaging programs for clients including: Victoria's Secret, Skinfix, Patricia Wexler, Luxhair, Haines and Selveray Rum.
Susan is also an adjunct professor at FIT within the Communications and Packaging departments and has also taught at the Masters in Branding program at SVA.
Throughout the year, we will be contributing thought pieces and articles related to building brands by design. We're very happy to share them and would love it to spark a conversation. Let us know what you think and whether you agree or disagree.
who we've worked with
Yellow is a new venture. Launched in January 2016.
But we are not new to the industry or to each other.
Here are some of the companies we have worked with across a myriad of different categories.
.... and we are making new friends everyday
On February 1st, the Ad Council, Viacom & Facing Addiction launched a PSA campaign called “LISTEN” .
The campaign is designed to add a new dimension to the deepening national conversation about drug and alcohol addiction as a public health epidemic, and empower those impacted by substance use disorders.
The intent of the “LISTEN” campaign is different from previous PSA campaigns with its focus on the support systems of people affected by this crisis. “LISTEN” also addresses the issue of moral stigma attached to alcohol and other drug use.
Yellow created the brand identity for the campaign and signature graphic elements, including the "soundwave" concept used to represent personal stories of addiction.
The act of informed, compassionate listening is emphasized and acknowledged on the campaign’s website, heretolisten.com.
what we've done
For reasons of confidentiality, we can't show you current work or work that is yet to launch.
We can show you some snapshots of strategic brand design projects we have completed in the past. Work that we have completed independently or within our previous agencies listed in our bios.
We believe in the power of saying No. So that we are free to say YES to what really matters.