csa portfolio

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AIGA 365 DESIGN EXHIBITION

EXHIBITION DISPLAY For the AIGA’s annual design exhibition, CSA embraced the challenges inherent

in the AIGA’s long, narrow space, and emphasized the long floor plate by creating

a series of freestanding pedestal displays, which grew taller and smaller as they

receded, creating an exaggerated perspective. A warm shade of red enveloped the

entire exhibition, resulting in a cohesive transformation of the physical space, and

a strong identity for the show. Organizationally, we departed from the previous

years’ categorical approach and mixed up mediums as an editorial comment

on the fact that lines between design disciplines are continually blurring. Upon

completion, the exhibition’s dynamic and eye-catching design drew visitors in and

invited them to discover the year’s very best in design.



ALLIED DOMENCQ

HOLIDAY PACKAGING Allied Domecq, which owns 12 of the top 100 international premium spirit

brands, including Beefeater and Canadian Club, decided on a holiday “makeover”

campaign to inspire consumers and drive sales. CSA positioned the two brands as

hip alternatives to more popular spirits. Using the cocktail craze as a springboard

for attracting a younger, more upscale crowd, a premium packaging look was

employed,invoking a party atmosphere for one brand and an elegantly festive

approach for the other.



ALVAR AALTO: LIVING DESIGN

The Embassy of Finland in Washington, DC, requested that a retrospective

celebrating the work of renowned ICF Group designer Alvar Aalto be mounted to

mark Aalto’s 100th birthday. Working directly with the Finnish government, CSA

curated the show and designed the exhibition, which included classic examples of

this European modernist’s furniture, lighting and textile designs.

EXHIBITION DISPLAY,

CURATION & PROMOTION



AMERICAN CRAFT MUSEUM

The American Craft Museum was faced with the need to draw and retain

members, patrons and donors, along with redefining the word “craft,” which

had evolved beyond handmade objects to encompass contemporary works of art.

CSA’s branding program positioned the museum as a major cultural institution,

introducing materials and color palettes that challenged conventional notions. An

innovative direct mail campaign, seeking funds for the purchase and redesign

of the museum’s main building, targeted top-tier patrons. An unfolding sponge

“brick” provided both an element of surprise and a call to action, resulting in not

only donations of cash, but gifts of major artworks as well.

BRAND IDENTITY &

CAPITAL CAMPAIGN

COLLATERAL



ASSURANT

In late 2003, Fortis decided to rename its North American operations “Assurant”

and take the company public. With a range of insurance and related businesses,

Assurant needed a system that would help its subsidiary businesses retain their

independence while increasing brand strength and awareness. The new logo

features a loosely woven design that captures Assurant's unique ability to integrate

a trio of strengths: risk management expertise, administrative systems, and

distribution relationships. CSA also created an advertising campaign to coincide

with the IPO.

BRAND IDENTITY &

ADVERTISING



Since 1903, New York-based Bideawee has found loving homes for homeless,

abandoned, abused and neglected dogs and cats. In addition to its adoption

centers, Bide-A-Wee offers a continuum of care that includes veterinary and

animal behavior services, a retirement home, pet memorial parks, and education

and volunteer programs. CSA developed a new brand identity for Bideawee,

utilized across its communications materials, leveraging their historical name which

is Scottish for “stay a while”. Two symbols, linked visually by the same elements,

are distinctly Dog and Cat and bring a new edge to the mark with bold use of color

and modern illustration. The identity has since been implemented in a variety of

ways, including paperware, invitations, advertisements, website and pet bandanas.

BRAND IDENTITY &

COMMUNICATIONS

MATERIALS

BIDEAWEE



BRAVELINE TECHNOLOGY

In 2002, CSA struck a deal with Brave New Consultants, a full service technology

company. In exchange for the design and development of a custom database,

CSA created a distinct identity to improve understanding of the firm's core

competencies and achieve a greater market presence. CSA developed a marketing

strategy that leverages the breadth of services and renamed BNC "BraveLine

Technology." The beta symbol, borrowed from the world of physics, served as the

design inspiration and, because warm, red-toned colors are rarely seen in the tech

sector, CSA chose a bold orange and strong gray to create visual impact. The new

identity gave BraveLine the communications tools and the confidence to grow their

clientele and their business.

BRAND IDENTITY &

SALES KIT



BRIDES.COM

Brides.com, the online home of Brides, Modern Bride and Elegant Bride, came

to CSA hoping to leverage its new website, which is the definitive source for the

most relevant information available to brides today. Seeking to launch the site in

an unexpected and fresh way, CSA proposed a type and color-focused strategy,

separating Brides.com from other major bridal advertisements, by avoiding multiple

images and messages as well as pastel color schemes. The result: three confident

and arresting advertisements that catch the eye and attention of even the most

harried bride-to-be.

ADVERTISING



BROOKLYN BOTANIC GARDEN

Brooklyn Botanic Garden sought to improve awareness among its local audience,

which includes Manhattanites and diverse ethnic groups from surrounding

brownstone communities, while drawing more national and international visitors.

Together with a distinctive new logo, CSA introduced a communications platform

that uses photography to show plant life as objects of art, elevating the botanic

garden’s image as a cultural institution on par with museums. A new tagline,

“Where Plants Come to Life,” works both literally and metaphorically to convey the

Garden’s spirit and provides an editorial foundation for future marketing and public

relations promotions.

VISUAL IDENTITY &

COMMUNICATIONS

MATERIALS



CADWALADER

As one of America’s oldest law firms, Cadwalader’s visual identity reflected its

rich history but did not communicate the firm’s energetic spirit. CSA designed a

comprehensive program to define the firm’s position, educate attorneys and staff,

inform clients and recruits, and integrate offices and communications. “Color

Wrapped in Black & White” forms the basis of the design. Elegant black and white

exteriors envelop vibrant interiors—whether it’s the colors on the inside of the

folders or the ideas contained within the firm’s pitch books. The new “Cadwalader”

logotype is also notable. Although the firm’s legal name remains “Cadwalader,

Wickersham & Taft LLP,” the simplified logo is more modern.

BRANDING



CADWALADER

In 2005 Cadwalader was ready for a bold recruiting approach that would weed out

associates with an inflated sense of entitlement. CSA recommended appealing to

law students eager for a challenge rather than those who shirk it. The resulting

campaign was entitled “Real Deal” and highlighted the realities and opportunities

inherent in front-line work. Rather than the usual “careers” section of the

corporate website, CSA also developed and deployed a targeted “microsite” that

demystified the recruiting process and provided guidance to second year law

students, many of whom have never participated in a formal interview before.

RECRUITING CAMPAIGN



CADWALADER

In designing Cadwalader’s website, our chief concern was to create an interface

that accommdates the typical, time - crunched user who comes to the site in search

of specific information. The look and feel corresponds with the firm’s new identity

by combining classic black and white images with unexpected punches of color.

We also addressed a unique regional issue: The firm’s London office has a distinct

personality and mission, so we created a “site within a site” that allows clients to

access the London pages through a direct URL without ever visiting the US site.

WEBSITE



CAPELLA

Launched by the West Paces Group in 2006, hotel industry icon Horst Schulze

wanted to create a number of high-end ultra luxury resorts that feel more like

exclusive, private homes. Located in destinations around the world, from Cabo

San Lucas, Mexico to Castelmartyr, Ireland, each Capella property is an intimate

getaway, witha no more than 100 rooms, no formal check-in, cuisine of choice on

demand, and personal butlers. CSA created a brand that encompasses Schulze’s

“new classic” idea of privacy and luxury. While solidifying one unified vision for

Capella, we devised a system that lets each individual property stand out while

still remaining true to the luxurious roots of the brand itself.

BRAND IDENTITY

P E D R E G A L D E C A B O S A N L U C A S

M E X I C O

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C A B O S A N L U C A S , B C S 2 3 9 3 0 , M E X I C O

H O T E L S A N D R E S O R T S



CHADBOURNE & PARKE LLP

Although Chadbourne & Parke LLP had an impressive client list and growing roster

of international offices, the partners nevertheless felt that the firm was often

“under the radar” in terms of public perception – including that of prospective

clients. CSA’s strategy leveraged Chadbourne’s past while adding a universal

quality. The new identity is sleek, dignified and modern, giving the firm a unique

voice in today’s crowded legal profession, where old-fashioned engraved ivory

letterhead and standard typefaces predominate.

BRAND IDENTITY &

COLLATERAL



CHICAGO SYMPHONY ORCHESTRA

Following the $110 million-dollar renovation and expansion of its Symphony

Center, the Chicago Symphony Orchestra needed a singular identity to help

promote its diverse activities to the public and to potential donors. To connect

the orchestra with its locale, the new identity reinforces the visual link between

the “C” in “Chicago” and the swirling form of a bass clef. The identity was

applied extensively to merchandise, banners and communications, while tying into

wayfinding and donor recognition sign programs that seamlessly guide and inform

audiences throughout the center.

BRAND IDENTITY,

SIGNAGE & WAYFINDING



CHRISTIE’S

A new global identity program for Christie’s, the world’s oldest and most

distinguished fine art auctioneer, was designed to attract a new generation of

buyers and sellers. Environmental branding included interior signage and display

systems for show windows running 150 feet in length. The prominence and scale

of these displays instantly established Christie’s New York headquarters as a pillar

of Rockefeller Center and the successful program was extended to showrooms in

Paris and Berlin. A comprehensive standards manual posted on the company’s

intranet brought brand coherence to all 117 offices worldwide.

BRAND IDENTITY,

INTERACTIVE MEDIA &

SIGNAGE SYSTEM



CLIFFORD CHANCE

Saturated color blocks, a compartmentalized layout and a journalistic photography

style lend this fun recruiting brochure a magazine quality. Candid shots, taken

in graphically compelling locations give the piece an exciting, adventurous feel.

The editorial direction turns on the idea of “going places,” a concept designed to

emphasize the world of opportunity Clifford Chance offers

its associates, and the chance to follow whatever career path their hearts desire.

RECRUITING BROCHURE



CORBIS

For Corbis, determined to become the preeminent source of stock fine art and

photographic images, an emotional message triggers a strong response from

buyers while underscoring the breadth and depth of Corbis’s collection. In “Hot

Buttons,” an oversized direct mail piece, CSA paired images in unexpected and

sometimes controversial ways. Brochures, catalogs, advertising and digital media

reinforce this thought-provoking personality.

PROMOTIONAL

BROCHURES, CATALOGS

& INTERACTIVE MEDIA



CRADLE TO CRADLE

Bill McDonough and Michael Braungart’s innovative thinking on industry and

ecology has led to the development of products made of materials that will

never end up in a landfill or a recycling plant. Instead, they return safely to the

soil or become new products as part of an eternally renewable lifecycle. To help

market the products, CSA developed a mark and tagline that would introduce

consumers to the Cradle to Cradle concept. The circle-shaped mark evokes a

sense of ecological continuity and scales easily to products of various sizes. The

accompanying text provides a brief explanation of the Cradle to Cradle process,

making sure the user knows how to complete the cycle.

LOGOTYPE & TAGLINE



DECHERT

CSA set Dechert on a new identity path with a fresh approach to legal marketing

that distinguished the firm by highlighting its strengths and its culture. The

florescent orange cover grabbed attention while the interior pages used iconic

images and irreverent headlines to introduce the attorneys and pique interest in

case profiles. The website was a breakthrough site within the legal community,

garnering positive feedback and attracting new clients and new legal talent.

Dechert became a mainstay on CSA’s client roster, and recently engaged CSA to

reimagine the recruiting brochure. The result was a vibrant piece entitled “Dream

Big” designed to draw the next generation of associates to a Dechert career.

RECRUITING BROCHURE

& WEBSITE



DELOITTE CONSULTING

When your product is service, and that service is complex even for the

knowledgeable customer, how do you motivate your sales force to tell your story

in a way that is accessible, comprehensive and compelling? For Deloitte & Touche

Consulting, the answer was to make the invisible visible and the intangible

tangible. Metaphorically, parts and pieces of the consulting process work in

concert to transform the corporate “machine” into a well-tooled whole. A flexible

system of more than 30 service line brochures, coupled with specific industry

sector information and a flagship brochure, allows D&T to customize its service

offerings for prospective clients.

SALES BROCHURES



DELOITTE TOUCHE TOHMATSU

Facing stiff competition in hiring high-caliber Juris Doctor and master of law

graduates, Deloitte Touche Tohmatsu’s Global Tax and Legal Services Group

harnessed the power of multimedia technology to create a campaign and

e-brochure that spoke to a new, tech-savvy generation. Permanently housed

on the firm’s website, the brochure features young partners describing the

Deloitte experience in their own words. The film was shot in a number of locations

worldwide and edited into QuickTime movies. The campaign message, “We Are

Ready,” reinforces the image Deloitte wanted to project–a youthful, surprising

and different organization that believes strongly in individuality and personal

satisfaction.

RECRUITMENT

CAMPAIGN &

E-BROCHURE



DORIS DUKE CHARITABLE FOUNDATION

The $1.4 billion Doris Duke Charitable Foundation needed an identity that would

visually unify the organization’s various philanthropic efforts and communicate

three attributes—sophistication, elegance, and credibility. Two overlapping

uppercase Ds and a soft color palette became the cornerstone of an integrated

marketing and communications program. The mission of the foundation is to

protect children, preserve natural environments, seek cures for diseases and

nurture the arts. To represent these four main areas of giving, CSA created soft-

focus photography collage depicting a teddy bear, a leaf, an echocardiogram, and a

saxophone—providing a visual expression of Doris Duke’s generous spirit.

BRAND IDENTITY,

MARKETING

COMMUNICATIONS &

WEBSITE



ENDURANCE INSURANCE

Endurance Specialty Insurance Ltd. is a global provider of property and casualty

insurance and reinsurance. Funded by industry heavyweights, including Aon

Corporation, Zurich Financial Services and GM Asset Management, Endurance

launched operations at the end of 2001. CSA developed a creative concept based

on “The Golden Mean,” a symbol of perfect proportions found in nature, art,

and architecture. We also created the tagline “where insight and analysis come

together” to reinforce the idea of unity and balance. The new corporate identity

and communications materials energized the company’s small staff and Endurance

was able to begin marketing itself with confidence.

BRAND IDENTITY,

ADVERTISING, SIGNAGE

& ANNUAL REPORT



FGIC

In order to give traditional New York City financial conservatism a stylish twist and

create harmony with FGIC’s new interior design, CSA developed a program inspired

by the office’s curving walls. Using common materials in innovative ways added

value by providing a flexible wayfinding system that would accommodate staff

and office changes at minimal cost. The signs project a customized image and

effectively guide both visitors and employees. The design also addressed the newly

ratified ADA laws and ultimately earned CSA an Honor Award from the Society of

Environmental Graphic Design.

ARCHITECTURAL

GRAPHICS



FGIC PUBLIC FINANCE

Owned by GE Capital, Financial Guaranty Insurance Company (FGIC) is an

insurer of municipal bonds, both newly issued and those traded in the secondary

market. When FGIC’s Public Finance group developed a new business strategy

and broadened its underwriting criteria, CSA created an advertising campaign

to announce the shift. To further increase brand awareness and introduce the

industry to Public Finance’s new positioning at trade shows and conferences, CSA

designed collateral pieces, including folders and signage, to work in conjunction

with the advertising, for an attractive, seamless communications suite.

ADVERTISING CAMPAIGN

& MARKETING

MATERIALS



GRAMMY® AWARDS HOST COMMITTEE

To celebrate the 45th Annual GRAMMY® Awards, the New York City Host

Committee created a road map of the city’s musical sites to introduce visitors to

both well-known historical music sites as well as off-beat venues where music is

made every day. “The Music Trail” featured places of interest in all five boroughs,

ranging from Lincoln Center in Manhattan to the Doo- Wop Corner in the Bronx

to the Steinway Piano Factory in Astoria. To promote the program, CSA designed

print materials and an advertising campaign that encouraged visitors to “follow

the music” using public transportation. At the center of the campaign are images

that evoke classic New York experiences, such as taking the subway, crossing the

Brooklyn Bridge or riding the Staten Island Ferry.

“THE MUSIC TRAIL”

CAMPAIGN

GREYSTONE

Greystone is a financial services and trading company that finances and develops

multifamily housing and health care properties. To set them apart, CSA developed

a brochure that reflects the unconventional spirit and personality of the company,

as well as its impressive track record. The unorthodox theme, “A Different Breed,”

sets a daring creative direction, in stark contrast to the mundane, conservative

materials found in the industry at large. This colorful, whimsical approach, using

canine mascots and provocative copy, serves as a beacon to attract Greystone’s

ideal clientele: risk-takers who are willing to match Greystone’s creativity, drive and

sense of adventure.

CAPABILITIES BROCHURE



GREYSTONE

The Greystone & Co., Inc and its affiliated companies’ Brand Identity is based on

a visual theme of simple typography, strong geometry, dynamic color, and iconic

photography. The universal square shape for the Greystone logotype and business

group signatures provides great flexibility and becomes a distinguishing format

when used in marketing materials. Further distinction for each business group is

identified through each individual and separate color.

BRANDING





HARTFORD STAGE

Founded in 1963 and a winner of the Tony Award for Outstanding Regional

Theatre, Hartford Stage was in a position to attract more audiences not only within

the Hartford area, but also from New York, Boston, and even across the nation. The

new logo, based on the concept “Cast of Characters”, communicates originality,

energy and intelligence, but it’s as accessible as it is sophisticated, because it was

important that the theatre not feel too elitist for the local community. Launched

in conjunction with the theatre’s 40th anniversary in Spring 2003, the new identity

signaled something new and exciting was happening at the theatre.

BRAND IDENTITY

& MARKETING

COMMUNICATIONS



HERMAN MILLER

The legacy of the Herman Miller company was carefully interpreted in the

design of its New York showroom. CSA helped create a space that would function

simultaneously as corporate office, sales environment and creative meeting area.

A repetitive pattern using the corporate logo animates the entrance and leads to an

interactive display system of modular components that present product samples,

materials and finishes. The visitor is exposed to the company’s latest products as

well as its classics, while being immersed in Herman Miller’s design philosophy.

SHOWROOM GRAPHIC &

PRODUCT DISPLAY



HIGH MUSEUM OF ART

Stylistically uniting their complex of buildings, while enhancing visitor experience,

was the goal of the environmental graphics project at the High Museum of Art

in Atlanta, Georgia. Recognizing the value of a smart signage and wayfinding

system, the High contacted us after a successful project at their sister campus,

the Woodruff Arts Center. The High is renown institution with an outstanding

collection over 11,000 works of art includes African art, American art, decorative

arts, European art, folk art, modern and contemporary art, and photography. The

project scope was large: encompassing exterior, interior, donor wall, administrative,

and ADA/regulatory signage for the entire complex, Meier Building, and the three

additional Renzo Piano additions.

ENVIRONMENTAL

GRAPHICS, SIGNAGE &

WAYFINDING



HMV

The fast-paced and impulsive nature of music retailing demands a viscerally

engaging experience for a diverse clientele. When this is needed on a worldwide

basis, what guarantees brand consistency? For UK-based HMV, multicultural

codes and cues, packaged in a colorful vocabulary for signage and displays, work

effectively in all of its 275 stores worldwide, from Tokyo to New York to London.

The exhaustive product offering is made accessible by bold, eye-catching graphics

so that purchasing becomes an easy, fast and fun experience.

RETAIL BRANDING &

SIGNAGE



HOTEL RAFAEL

For Hotel Rafael, CSA was able to link 3D and 2D design to achieve a seamless

brand voice. Taking cues from the hotel’s historic architecture, we took a quiet

approach to signage–both the numbers and the formats of the signs were kept to a

minimum. The same principle applied to the logotype: a strong, central R works as

a mono- gram and adorns everything from the swizzle sticks in the bar to canopies

over the front and side doors. Merging service with style, Hotel Rafael quickly won

a reputation as one of Munich’s finest luxury properties.

HOTEL GROUP IDENTITY,

COMMUNICATIONS &

SIGNAGE



HOTEL RAFAEL

For Hotel Rafael, CSA was able to link 3D and 2D design to achieve a seamless

brand voice. Taking cues from the hotel’s historic architecture, we took a quiet

approach to signage–both the numbers and the formats of the signs were kept to a

minimum. The same principle applied to the logotype: a strong, central R works as

a mono- gram and adorns everything from the swizzle sticks in the bar to canopies

over the front and side doors. Merging service with style, Hotel Rafael quickly won

a reputation as one of Munich’s finest luxury properties.

HOTEL GROUP IDENTITY,

HOTEL BRAND,

COMMUNICATIONS &

SIGNAGE



HOUGHTON MIFFLIN

This design program revolutionized children's textbooks and helped our client

garner 40% of the marketplace upon its introduction. "The Literature Experience"

was a new reading series that re-invented the category and set new standards

in a less-than-dynamic industry. Through our research to better understand the

audience, we recognized an opportunity to entice students and teachers through

design that was more reminiscent of commercial books than of textbooks. We

invited well-known aillustrators to design the covers and hired designers all over

the country to give the books an eclectic feel.

IDENTITY, TEXTBOOK

COVER DESIGN &

MARKETING COLLATERAL



ICF GROUP

International Contract Furnishings sought to determine how the brand equity of

its collection of companies – ICF, Nienkamper, Unika Vaev and Helikon – was

perceived by architects and designers, and how best to position the business

for growth. Establishing ICF Group as the umbrella brand, with the others as

a coordinated system of subbrands, provided a consolidated selling system.

Marketing efforts, including advertising, online promotions aand, ultimately, retail

stores – were all designed by CSA for maximum brand coherence. The result was

product line expansion and, more importantly, bottom-line success.

BRAND IDENTITY, SALES

TOOLS, ADVERTISING &

ENVIRONMENTAL



THE IMAGINE GROUP

Financial services holding company The Imagine Group approached CSA at the

close of its first year of business, seeking an annual report that would mark its

entrance into the marketplace. As a start-up specialty company, the first annual

report needed to be both eye-catching and businesslike. The founders wanted

a bold calling card, but they also needed a straightforward report with which to

communicate their financial statements. CSA responded with the concept, “An

Alternate Perspective,” and chose dramatic black-and-white landscape photography

from fine art – not stock – portfolios to give the piece simple sophistication with

an unexpected visual “twist.”

ANNUAL REPORT



THE JEWISH MUSEUM

In 1993, CSA worked with the Jewish Museum to create a visual identity. The

logo has become a recognizable icon on Museum Mile, and the strength of the

identity is a testament to the Jewish Museum’s success in adhering to CSA’s

design standards. Approaching its centennial year, the museum sought to refresh

its image and reinforce its position as a “museum of art and culture for all

people.” CSA developed a colorful new look and feel that it is stronger and more

contemporary. The editorial concept, “Art, Culture & ____” is succinct, versatile,

and easy to integrate. The new program economizes production, differentiates the

museum from other cultural institutions dedicated to Jewish heritage, and fuses

the best of the past with a vision for the future.

BRAND IDENTITY &

COLLATERAL SYSTEM



KEN BURNS’S “BASEBALL”

How do you leverage a landmark television series for maximum exposure so that

it can be licensed to other companies for product tie-ins and promtions? Ken

Burns’s Baseball presented an opportunity to extend the sense of history and pride

captured in this 18-hour miniseries. Ken’s passion for Americana inspired the

branded line of merchandise, which comprised videos, soundtracks, books and

collectibles, unifying the wide number of licensees, who ranged from

Bertelsmann to Elektra Records to Knopf.

BRAND IDENTITY

& MERCHANDISING

PROGRAM



LATHAM & WATKINS LLP

"Integration" was the buzzword that Latham & Watkins hoped to embody to clients

and prospects when it embarked on its rebranding effort. With a apositioning

based on youthful entrepreneurialism and business savvy, and typography that

is modern and unencumbered, the new identity works well in an international

arena. Created and launched in only four months, the complete program was

implemented in 24 offices with over 2,500 attorneys, and applied to a prolific

paperware and communications system that includes everything from seminar and

pitch materials to advertisements to brochures.

CORPORATE IDENTITY



LOS ANGELES COUNTY MUSEUM OF ART

For LACMA, the largest museum in the western U.S., CSA designed an exterior

and interior sign program for the new four-level, 15,200 square foot The Robert

O. Andersen Building, which more than doubled the major exhibition space and

added nineteen galleries. CSA made a strong visual statement to complement

the striking and innovative architecture, while creating a program that could

accommodate future expansion plans. In keeping with the style of the building,

fabrication materials included metal channel letters, etched and sandblasted glass,

sandblasted granite, silkscreen and cut plexi-glass letters.

ENVIRONMENTAL

GRAPHICS



LEONARDO DA VINCI EXHIBIT

To promote Morgan Stanley’s sponsorship of Leonardo da Vinci, Master Draftsman,

an exhibition of drawings held at The Metropolitan Museum of Art, CSA developed

an integrated marketing and PR campaign. The theme, “Drawn by Curiosity,”

tied Leonardo’s unending pursuit of knowledge and discovery to Morgan Stanley’s

innovation and intellectual leadership. The event materials and outdoor advertising

gave way to a cohesive sponsorship campaign. Morgan Stanley was able to

maximize exposure for its sponsorship, ultimately driving bigger crowds to discover

da Vinci at the Met.

EVENT IDENTITY,

MARKETING COLLATERAL

& ADVERTISING



MALLIOUHANA HOTEL

The “Love Affair” concept employs romantic, provacative lanuage to describe

a serious love affair – not with a person, but with hotel Malliouhana. The

Malliouhana experience contains the qualities that one looks for in a mate—

passion, intimacy, trust, poise, grace. But here it’s passion for fine French

cuisine. It’s devotion by the staff and the guests alike. It’s intimacy created by the

accommodations. It’s the grace of the sunset, the ocean, and the architecture.

BROCHURE



MACMILLAN MCGRAW-HILL

A dynamic visual solution for Macmillan/McGraw-Hill’s reading textbooks, in which

bold white backgrounds enhance vivid illustrations across 32 individual titles,

created a signature product brand. The program stood in marked contrast to the

competition, propelling it to number one in the children’s education market.

EDUCATIONAL WRITING

SERIES



MUSEE DU LOUVRE

After winning a coveted international competition to design a signage system

for the Musée du Louvre, CSA awoke to the daunting task of moving millions

of international visitors through one of the world’s most complicated museums

while respecting the contrasting architectural styles of I.M. Pei’s pyramid and the

original 16th-century palace. Echoing Paris’s own arrondissement (neighborhood)

system, a numbered plan was created that, when keyed to a handheld paper guide,

accommodates the constant relocation of the museum’s collections and has made

the museum accessible to more than 60 million visitors since its design over a

decade ago.

ENVIRONMENTAL

GRAPHICS & WAYFINDING



MIHO MUSEUM

The Miho Museum is a dream realized by the Shumei family, which is driven by

the belief in the power of art and beauty to enrich one’s life and nurture the soul.

To celebrate I.M. Pei’s brilliant creation, CSA designed commemorative materials

for the Miho Museum’s opening ceremonies in Shigaraki, Japan. Our design work

began with the opening invitation, which was influenced by traditional Japanese

silkscreen ink painting, and extended to a commemorative book that introduced

the museum and a guide to help visitors find their way through the complex. In

addition, an elegant keepsake book was created as a gift for special guests at

the opening.

OPENING INVITATION,

MUSEUM GUIDE &

BROCHURE



MORGAN STANLEY

Carbone Smolan Agency’s long-standing relationship with Morgan Stanley has

resulted in many projects throughout the years, but none so far-reaching as their

identity. The Morgan Stanley identity system has two components: the refreshed

logotype and the vibrant brand pattern. The new logotype gives Morgan Stanley a

modern, refreshed look.

BRANDING



MORGAN STANLEY EVENTS

Following the launch of Morgan Stanley’s new brand image, the firm needed a

tailored, consistent communications program for its Institutional Services and

Corporate Events group to promote the over 350 global events Morgan Stanley

sponsors annually. CSA developed a three-tiered system and created a unique,

fresh look for each category. Within one year, the new hierarchy of communications

streamlined production, reduced costs and was enthusiastically adopted by 99% of

the internal business groups.

EVENTS SYSTEM



MORGAN STANLEY MUTUAL FUNDS

Morgan Stanley Mutual Funds needed an engaging way to promote house funds

while educating its sales force. Playing to the young, eager brokers' innate sense

of competition, we devised a three-tiered memory game, devoting each level

to a unique aspect of the fund. Finding a match among the images yielded a

factoid about the fund, successfully combining fun with function. The interface

was designed to be compelling, educational and aligned with the Morgan Stanley

corporate brand.

GLOBAL DIVIDEND

GROWTH MUTUAL FUND

CHALLENGE GAME



MORGAN STANLEY CLIENT ONE

To upgrade its high net worth communications program, Morgan Stanley wanted

to build on its "one client at a time" positioning by adding an element of

sophistication. After the name “ClientOne” was chosen, CSA incorporated the

new moniker into a clean, crisp design platform accented with colorful conceptual

illustrations. Central to the design is a sub-brand designed to evoke the circular

quality of Morgan Stanley's client-driven process, and the ongoing, reciprocal

nature of client relationships. The pieces work both as a system and individually,

and maintain the integrity of the existing Morgan Stanley brand guidelines.

The pilot program was so successful that Morgan Stanley recently decided to

implement ClientOne to a broader retail audience.

HIGH NET WORTH

COMMUNICATIONS

PROGRAM



MORGAN STANLEY RECRUITING

When Morgan Stanley decided to focus on attracting new talent, CSA developed

a strategy whereby students could self-identify with a series of statements

emphasizing the attributes that Morgan Stanley values: leadership, excellence and

creativity. The culminating question was “Are you Morgan Stanley?” Oversized

handouts, which doubled as advertising inserts for college newspapers, featured

portraits of would-be recruits against a bustling city background. A section of the

corporate website tied into the campaign’s theme and instead of the usual pencils

or coffee mugs, Morgan Stanley invited recruits to “Tune In” by giving away iTunes

gift cards worth five free songs.

RECRUITING CAMPAIGN



PS 32/MORGAN STANLEY

In August 2005, Morgan Stanley and CSA joined forces to bring nature to an

urban elementary school in the Bronx. Morgan Stanley donated the materials

and sent its new recruits to paint, while CSA designed the mural and managed

the project. With over 70 people painting at once, CSA considered the technical

requirements early in the concept phase. Areas of solid color with clearly defined

outlines were essential to maintaining a singular vision for the mural. The result:

bright, modern forms that captured the imaginations of its young audience, many

of whom wrote notes to express their appreciation.

MURAL FOR PS 32



MUSEUM OF MODERN ART

In 1984, MoMA embarked on a major architectural expansion. CSA created an

exterior and interior sign program that reflected the museum's new architectural

personality. A row of poster kiosks provided a sculptural introduction to the

museum and donor signage greeted visitors at gallery entrances. Painted fiberglass

sign bands with brushed aluminum letters identified the major galleries, museum

shops and theaters. Even code and regulatory signs were elegantly designed

and integrated into the architecture. The signage system worked so well that it

remained in place until the next expansion, almost two decades.

ENVIRONMENTAL

GRAPHICS



NEO

The Simpson Paper Company, a leading manufacturer of recycled papers, launched

NEO as the premier publication of its marketing program targeting the design

community. In CSA’s vision, the dialogue between alteration and preservation

is driven by a striking selection of spokespeople and landmarks. Working with

creative individuals such as performance artist Laurie Anderson, fashion designer

Gene Meyer and special effects wiz Robert Greenberg, CSA crafted a provocative

design that moves easily between past to present with energy and intelligence.

MAGAZINE DESIGN



Nizuc, located on Mexico’s Mayan Riviera, is an exclusive resort property and

private residences which incorporates world class architecture and design, respect

for and preservation of the natural landscape, while delivering a level of service,

hospitality and warmth that redefines luxury. What began as a vision born from

developer Alan Becker has been given life through the collaboration of hospitality

visionary, Adrian Zecha, hospitality management group GHM Hotels, celebrated

architect of Jean-Michel Gathy, and CSA.

CSA created a luxury brand identity that distinguishes Nizuc from other world-

class destinations that will appeal to elite investors, travelers and luxury -

residence buyers, while earning the support and respect of the local community.

Nizuc yields an aesthetic that is modern yet timeless, dynamic yet subtle

which CSA has captured through every touch point to ensure a seamless brand

experience.

BRANDING

NIZUC



NONESUCH RECORDS

An award-winning CD packaging system for the Nonesuch Records film soundtrack

series features legendary composers George Delerue, Alex North, Leonard

Rosenman and Toru Takemitsu. The covers evoke the essence of the cinema

through immediately recognizable film stills. The series complements other

packaging created by CSA for the Nonesuch product line, which ranges from

classical to pop.

PACKAGING



NEW YORK BOTANICAL GARDEN

The Everett Children’s Adventure Garden at The New York Botanical Garden is the

largest facility of its kind, comprising a 12-acre indoor/outdoor science museum

and 40 discovery activities. In redesigning the Garden, CSA developed a plan that

turns visitors into “explorers” and helps them use their tools to seek out plant

science information. The new program, which combines brightly illustrated signs

with easy-to-understand text, educates through interaction, providing hands-on

activities that engage all five senses and allow children to discover the wonders of

the natural world independently.

INTERPRATIVE SIGNAGE



OXO

OXO was founded in 1990 on the philosophy of Universal Design, which is

the concept of designing products that are easy to use for the largest possible

spectrum of users. When OXO decided to launch a mid-priced line of products

to be sold at discount retailers, the company approached CSA to design hang

tags and other packaging elements. The challenge was two-fold: The small but

significant tag had to reflect OXO’s core brand and signal a lower price point at

the same time.

PRODUCT PACKAGING



To inspire and energize financial advisors to sell the Mitchell Hutchins Strategy

Fund, CSA offered the sales force an integrated sales package that works like a

flexible set of tools. Visually explosive graphics, including a sizzling color palette

and futuristic linear imagery, communicated the product’s breakthrough nature.

The subsequent sales effort achieved the largest gathering of assets for any open-

ended mutual fund – $2.1 billion in 30 days.

MARKETING MATERIALS,

ADVERTISING, DISPLAYS &

INVITATION

PAINE WEBBER



Peninsula Papagayo, located on the northwest coast of Costa Rica, embodies

the unique blend of luxury and hospitality surrounded by the native ecology of

the Guanacaste Region. Through a deep understanding of the developer’s vision

and mission, CSA created a Brand Spirit book. It includes the positioning of the

development, “A Collaboration with Nature,” while establishing the core graphic

tools for communications. This book clearly articulates the brand promise and

provides the standard that investors, guests, and the community at large expect

from this five-star destination.

BRAND SPIRIT BOOK

PENINSULA PAPAGAYO



When an acclaimed cultural institution undertakes an architectural expansion, the

problem of designing a sign program is clear: how to continue the tradition and yet

respond to the new environment. In designing an exterior and interior sign program

for the Pierpont Morgan Library in New York, our challenge was to integrate

the signs with the elegant and contemporary architectural renovation, while still

respecting the classical style of the intimate landmark building. Our program

of handcrafted signs, precisely located, directs visitors through the collection,

identifies specific exhibition and acknowledges benefactors. The total number of

signs is kept to a minimum, providing a delicate accent to the new addition and

existing architecture.

ENVIRONMENTAL

GRAPHICS

THE PIERPONT MORGAN LIBRARY



PUBLICIS

Publicis in the US, part of the Paris-based Publicis Groupe SA, the world’s third-

largest communications company, wanted to illustrate its entrepreneurial spirit

and creative passion for building clients’ brands and businesses. Rather than a

portfolio showcasing recognizable, high-profile client work, CSA suggested a visual

journey through Publicis’ creative process. The theme, “Putting Life on Mars,”

takes the viewer through a series of unexpected visual relationships and verbal

twists. The brochure boldly features Publicis’ signature color – red.

CAPABILITIES BROCHURE



PUTNAM INVESTMENTS

CSA’s analysis of The Putnam Companies’ communications program revealed

the need for fundamental changes in how they sold their products and services,

including changing the name of the company. An optimistic, informative and

unintimidating selling system for Putnam Investments demystified the investment

process for consumers while building trust in financial advisers. As a result,

Putnam captured record sales and growth, moving its ranking from 16th to 4th

in the industry. The program set a new standard, taking Putnam from a relatively

small player to a major financial brand.

BRAND STRATEGY &

SALES MATERIALS



QUICK & REILLY

When Quick & Reilly, the company that invented discount brokerage, was

acquired by Fleet Bank in 2000, it gained a substantial parent and a-mandate to

reevaluate and grow its already successful brand. Selected as agency of record for

communications, CSA developed a positioning that would establish Quick & Reilly

as the customer-centric provider of financial information. Packets sent to clients

are completely customized – binders collated with individual “units” of information

reflect each client’s specific needs and interests. The new brand personality,

enhanced by a rich color palette and conversational editorial voice, extends into

newly designed retail branches.

BRAND ARCHITECTURE &

COMMUNICATIONS



SAN FRANCISCO INTERNATIONAL AIRPORT

In 1980 the San Francisco Airports Commission entered into collaboration with

the Fine Arts Museums of San Francisco to create a museum program at the San

Francisco International Airport. After a successful first year, the Airport Bureau of

Exhibitions and Cultural Education was created to curate exhibitions that would

capture the unique pluralistic culture of the San Francisco Bay Area and humanize

the airport environment. The program now produces over forty exhibitions each

year in eight gallery spaces within four airport terminals. To compliment the

exhibits, CSA designed a collection of “postcard” catalogs, highlighting certain

exhibits, which were dedicated to topics ranging from taxicab memorabilia to

African textiles.

EXHIBITION COLLATERAL



SESAME WORKSHOP

Research showed that Children’s Television Workshop (CTW) was often confused

with PBS. With a powerful global brand like Sesame Street in its portfolio,

CTW sought to enhance the public’s understanding of its brand while building

on its reputation as an organization synonymous with children, education and

fun. Renaming CTW Sesame Workshop combined all the best qualities of an

organization known for inventing a new paradigm in children’s entertainment. A

parent- and kid-friendly identity was created and a cohesive branding program

strengthened the power of the brand across its 200 licensees, and provided for

translation across all media: merchandising, interactive, trade shows, advertising,

communications and on-air programming.

BRAND IDENTITY &

INTERACTIVE MEDIA



SKADDEN ARPS

When Skadden Arps, the only law firm with revenues exceeding a billion dollars,

needed a novel recruiting effort that accurately portrayed the firm’s unique

assets—it’s legal talent—CSA responded with Meet Skadden Arps. Playing off the

names of celebrities and cultural icons, a new brochure “introduced” members

of the firm to potential recruits. The understated presentation enhanced this

whimsical twist, quite unexpected from one of the world’s toughest corporate law

firms. A ripple effect caused other major law firms to think about branding,

starting a revolution within the legal industry.

RECRUITING CAMPAIGN



SPA FINDER

Capitalizing on baby boomers’ focus on health, spirituality and fitness, an

entrepreneurial travel agency specializing in spa vacations wanted to turn its

annual directory into a newsstand-quality magazine. CSA’s elegant new wordmark

became more than just a masthead, extending the Spa Finder brand into new

venues such as a television show, website and credit card, as well as advertising

and direct marketing promotions. The design and personality of the magazine,

which set the tone for the brand, was an immediate success, selling out across

4,000 major bookstores and newsstands in the US.

EDITORIAL DESIGN,

ADVERTISING &

CREDIT CARD



SPENCER TRASK

Over a century ago, Mr. Spencer Trask sought out and financed the brightest ideas

of his day, including the very symbol of a good idea—Thomas Edison’s electric

light bulb. Today, Spencer Trask Ventures is a leading private equity investment

firm whose goal is to be the investment partner tof choice for both high-caliber

entrepreneurs and angel investors seeking to make innovations and proprietary

technologies a market reality. A powerful wordmark and a no-nonsense brand voice

across a wide range of media invite those not faint of heart to sign on.

IDENTITY, MARKETING

MATERIALS &

ENVIRONMENTAL

GRAPHICS



SPRINGERS

A retailer’s identity has to capture the variety and strength of the company while

conveying a distinct image to its target audience. When John and Judy Springer

came to us for an identity for their three-year-old company, they needed a high

profile image to reflect their broad selection of classic, upscale fashions, without

signaling one designer or trend. And this singular image had to be designed

within a modest budget. Our solution was to create a comprehensive program

of signature graphics for Springer’s, including a logotype, advertising, signage,

and packaging, which gives the business a distinctive place in the market. The

Springers’ investment in design has been a valuable investment in the future of

their business.

BRAND IDENTITY,

PACKAGING &

ADVERTISING



STEUBEN

For nearly 100 years, Steuben Glass had represented the epitome of American

crystal. The brand, however, had aged along with its clientele. In spite of a Fifth

Avenue flagship store and an elite clientele, their understated retail presence

didn’t play to a broader, younger audience. In conjunction with the development

of new product lines we modified the identity to provide a more modern signature

for the company and developed new packaging to signal a renaissance of the

brand. The new product line and refreshed packaging succeeded in attracting a

new clientele and raised brand awareness within the industry, giving Steuben the

rebirth that will propel the company well into its second century.

NAMING, LOGOTYPE &

PACKAGING



ST. REGIS HOTEL

As the St. Regis Hotel prepared to reopen in 1991 following an extensive

renovation, they contacted CSA to produce a promotion that reflected the elegance

of the hotel itself. To remind the five-star traveler of the hotel’s history, a book was

designed featuring vintage photographs of the hotel in its original fashion, as well

as images of the restoration-in-progress. Through this commemorative book, the

St. Regis was able to preview its completion and provide a tangible promise to its

customers of the luxury yet to come. It was a key element in the renaissance of a

hotel that remains a New York exclusive.

PROMOTIONAL MATERIALS



TAHARI

When Tahari approached CSA with the challenge of refreshing its 23-year-old logo,

the company had already gone through several logo exercises and considered a

range of typefaces. The name Tahari has many positive attributes — it has an

exotic, global ring that could be Japanese, Italian, and Middle Eastern. Rather than

overhaul the existing identity, CSA recommended modernizing the original mark

to build on its strengths and capitalize on its equity in the marketplace. Subtle

design modifications made the letterforms more distinct, easier to read and more

scalable for increased usage.

LOGO DESIGN



THOUSAND WORDS

Thousand Words, a start-up independent production and finance company,

provides tomorrow’s talented filmmakers with an alternative to traditional

Hollywood moviemaking. Referencing the ancient art of image making, an invisible

hand makes a rubbing of a petroglyph and then blows away the dust to reveal a

figure in the center of a red spotlight, animating the company’s new logo on film.

Only two years after its launch, the company’s first film, Requiem for a Dream,

earned an Oscar nomination.

IDENTITY



TIFFANY & CO.

When Tiffany & Co. made its merchandise available to a broader audience through

select retailers around the world, the company wanted to ensure Tiffany quality in

presentation as well as product. By developing an elegant modular display system,

CSA strengthened and protected the Tiffany brand name internationally.

GLOBAL DISPLAY SYSTEM



V-TECH

CSA was commissioned to concept and implement print advertising for V-Tech’s

educational toys. The product focus was segmented into two groups, pre-school

and K-3. The audience was parents and the ads were placed in publications such

as Parents and Child. CSA identified and art directed the illustrator, David Kirk,

before he achieved fame with Miss Spider’s Tea Party, to bring the concept of

fantastic learning to life. The ads gave V-tech a strong voice and focused visual

position in the competitive, complex category of educational toys and a significant

head start in the “edutainment” market.

ADVERTISING CAMPAIGN



VINSON & ELKINS

For V&E, CSA identified three attributes that the firm could “own”: Expert,

Entrepreneurial, and Collegial. Because V&E is the world’s leading energy firm, the

idea of Energy as a unifying theme—not just a practice—took hold. We introduced

new usage logo guidelines that streamlined and strengthened the identity. To

further convey the sense of energy, the firm adopted a new color palette and

several unique graphic elements: a “glowing” treatment that imbues each piece

with depth, a framing device that helps focus or “harness” the firm’s energy,

and intersecting beams that add dimension. Finally, the firm’s editorial voice was

transformed to a clear, simple, down-to-earth tone, reflecting the collegial way that

the firm's attorneys actually talk to each other and their clients.

Brand Strategy & Visual

Identity



VINSON & ELKINS

A Spartan architecture and a bold color choice gave way to a striking yet simple

website for Vinson & Elkins LLP. While the homepage boasts saturated color,

most of the rest of the site uses generous white space to create an open, airy

feel. The content, which we edited mercilessly, stands unencumbered by graphics,

and we consolidated information and grouped user utilities, such as the search

function and navigation, into static “zones” for a consistent and streamlined user

experience.

WEBSITE



WELCOME HOME

Welcome Home, a private residence vacation club, needed a graphic identity and

sales brochure to jump-start its marketing efforts. CSA facilitated dialogue that

revealed the new company’s brand attributes, forming the basis for the look and

feel. The simple identity suggests a quiet confidence and elegance that bespeak

the caliber of destinations available to members, while the bright color palette and

vibrant photography tell the story of warm homes ready for guests on vacation.

BRAND ARCHITECTURE,

SALES, CLIENT

COMMUNICATIONS &

WEBSITE



IDENTITY

WHITE HOUSE MILLENNIUM COUNCIL

The White House Millennium Council was created to encourage Americans

to celebrate achievements of notable Americans, initiate and highlight local

millennium projects, and to stimulate private fundraising efforts to preserve

America’s heritage. Selected by the Executive Office of the President from a

group of design firms across the country, CSA’s objective was to create an identity

that would link diverse projects over three years with the theme “Honor the Past,

Imagine the Future.” In the spirit of democracy, CSA’s entire studio participated in

the project.



W.L. GORE

W.L. Gore & Associates, Inc. has the technical superiority to make ingredient

products for a wide range of industries from medical, to military to leisure. To

help translate the science within the products into a visible and understandable

expression of the brand, Gore assembled a creative and visionary team of

designers, fabricators and architects. CSA led the design and development of

Gore’s new showroom to be known as the Gore Capabilities Center. The Center

successfully presents complex scientific information in a way that is compelling

and accessible to a wide audience.

EXHIBITION



ENVIRONMENTAL

GRAPHICS &

WAYFINDING

WOODRUFF ARTS CENTER

Realizing the need to shift the paradigm of the role of a cultural institution and

what it offers to its community, the Woodruff Arts Center fashioned itself as an

“urban village” campus and an anchor for the city of Atlanta. Our environmental

graphics and wayfinding system design occurred during an ongoing expansion

led by architect Renzo Piano, which included addition of 226,000+ square

feet of space and new facilities. It became vital that the new system unify the

campus in order to enhance the visitor experience. To that end, we developed

designs covering main identification, vehicular directionals, pedestrian orientation,

information kiosks, informational signage, donor signage and refurbishing of

existing dimensional letter signage. This also included detailed plans for all sign

types, determining scale, color, typography, materials, lighting, finishes, fabrication

and installation.



SIGNAGE SYSTEM

THE WORLD BANK

CSA was asked to create an effective signage and wayfinding system for the World

Bank’s 1,200,000 square foot main complex in Washington, D.C. The program

had to anticipate applications that were years from realization, and provide

enough flexibility to make the adjustments as the project progressed. CSA’s "zone"

plan was based on the pinwheel footprint at the center of the World Bank’s four

buildings, and complemented the building’s "super system" with diagrammatic

maps located at primary orientation points. Our solution maintains an artistic

sensibility to the architectural design and footprint, and is accessible to the public,

as well as over 5,000 multi-national employees.



TAUBMAN

BRANDING Taubman, one of the nation’s top retail mall developers with a growing international

presence, looked to Carbone Smolan Agency to update its 50-year-old logo and

identity. Appealing to Taubman’s fashion-forward clientele, CSA’s new designs

include a refined logotype, fresh color palette and bold approach to imagery.

The resulting materials, from stationery to brochures to website, debuted at the

International Council of Shopping Centers convention and convey Taubman’s

reputation for quality, productivity and execution.



AETHER

BRANDING Aether Apparel, a new line of adventure sportswear inspired by a life spent

outdoors, aims to appeal to the outdoor enthusiast who needs the function of

performance garments, but who desires a more sophisticated form. CSA designed

the brand’s logo to appeal to this demographic and to reference the word itself,

Aether, meaning “the heavens”. After creating the mark, which evokes infinity and

clouds circling a mountain peak, CSA designed interior and exterior garment tags

and a website featuring dramatic outdoor photography and a sleek, flash-based

user interface.



The W New York Downtown was looking to bring a new sense of cool to the

residential market of downtown New York. Inspired by the sleek angular style of

the unique interiors, CSA created a comprehensive package of sales collateral,

stationery, website, outdoor display signage, and advertising. This campaign let

the target audience of young professionals experience the project well before

it was built.

BRANDING

W NEW YORK DOWNTOWN



Hofstra Law School contracted CSA to increase their presence in the crowded

arena of New York area law schools. Built around the theme “Impact,” the brand

identity uses a strong color for all collateral materials, complimented by a broad

range of bold graphic elements. This graphic system makes Hofstra Law easily

distinguishable from the competition and instantly recognizable. Using this

program, Hofstra Law reinforces the message of the real impact that their faculty

has every day in the field of law.

BRANDING

HOFSTRA

BRANDING

ANGST

Angst, once the premier luxury hotel destination in Europe, will again capture

the imagination of elite travelers to the Italian Riviera. And, for the first time, this

discerning clientele will also have the opportunity to purchase one of this historic

property’s exclusive residences.

Angst Hotel and Residences will introduce world-class living, service, design,

and amenities in a uniquely modern setting, within a beautifully-restored 19th

century building.

BRANDING

ROMANTICWater Sand Stone

hidden treasures



CANON

CSA created a brand identity and marketing campaign for ZEST (an imaginary

bakery and café) to demonstrate the creative possibilities that can be achieved

on the new Canon imagePRESS C1+. CSA’s 36 page brand spirit book for ZEST,

full of everything lemon, demonstrates the outstanding color, wide range of paper

options, integrated bindery and even clear toner, that can now be combined to

create offset-quality effects in-house. All of this learning was repackaged by CSA

into a complete selling system for the C1+, to educate and energize the sales

force, ushering in a new era of in-house print technology.

BRANDING



cafe & bakery



AMERICAN EXPRESS PUBLISHING

To stand out in a crowded marketplace, American Express Publishing needed

a new recipe for a great cookbook series. They came to CSA for a fresh approach

and asked us to take the cookbooks from concept generation through art-direction,

design, and production. “Great Desserts” and “Great Recipes for Weekends” are

more than cookbooks. In each, the recipes are placed in the context of a time and

place for enjoying the food. A happy marriage between design and editorial, the

produced books are now collector’s items.

BOOKS & PUBLICATIONS

csa portfolio

Documents

fl new york

aigas annual design

eyecatching design

design disciplines

entire exhibition

curation promotion22

word craft

holiday makeover campaign