Reinvigorating Your Brand

Welcome to the September edition of Work. This time of year just seems to evoke change. Maybe it’s the start of the school year, summer vacations coming to a close or the return of Ugly Betty and Monday Night Football. Whatever the case may be, it’s a time of transition. So we thought it
would be appropriate to focus this month’s issue on Marketing Makeovers.
We reveal our makeover for Dillard’s Westbound Collection in the
Shameless Self–Promotion feature.

But let’s not say goodbye to summer just yet. We still have many days of fun in the sun yet to come. So go out and enjoy, check out our Get Out and Stay Out section for some great ideas.

All the best,

MDG Team

Marketing Makeovers - Reinvigorating Your Brand

Brands are a lot like people. They have a unique personality, a set of core values, a personal history and experience highs and lows throughout their lifecycle. Just like people, brands need to change with the times, update their image and evolve. The major difference is that as people we can accomplish this by renewing our wardrobe, investing in a self–help book or following the advice of the latest makeover maven. Changing a brand image however, is a bit more complicated. This is not an impulse decision but one that requires serious strategic planning and is most often made in reaction to shifts in market share, consumer perception or roll out of new features or product.

So how do you evaluate if your brand needs a facelift? While monitoring market share is a good place to start, it’s vital to create on-going dialog with consumers. You need to know how your brand is perceived by customers and stakeholders, therefore you need to start asking some pertinent questions.

• What does the brand represent in the hearts and minds of consumers?
  
• What expectations does the consumer have of the brand?
  
• Are there any unintended positive attributes that you should capitalize on?
  
• Are there any values that are no longer relevant?
  
• Is the brand perception consistent throughout all customer contact points?

Once you’ve conducted your research you can begin to formulate some conclusions.

Sign of the times

Maybe you’ve learned that your brand feels dated and think it’s time to give your logo the heave–ho? Don’t take the wrecking ball to your visual identity just yet! It’s best to make gradual changes. Drastic moves may alienate and confuse your current consumer base. Think evolution rather than revolution.

Change comes from within
What if your brand is a bit out of focus? Take Starbucks for example, after months of declining stock prices they brought back the company founder and chairman Howard Schultz who plans on bringing ‘laser like focus’ back to the business. “Successful fast-growing businesses can sometimes find that their success had unintended consequences,” Mr. Schultz said, in a conference call with investors. “We lost the focus on what we once had, and that is the customer.”

As the old saying goes, change comes from within. In other words, marketers need to clean house internally before presenting a fresh face to the public.
This may involve conducting a brand audit and revisiting the brand positioning, strategy and value. It is vital for your constituents to adopt the change if you want your consumers to follow.

Keep in mind, change may not come easy: you will have supporters as well as foes. The important thing is to not loose sight of your goals and stay true to course. When you have your ducks in a row you’ll want to develop a plan to instill the new attributes in the minds of constituents. Once you achieve internal adoption, it’s time to reveal your new image to the public.

Get Out and Stay Out

MDG staff can help keep the good times rolling with some fun events both near and far!

Harvest Festival
When: October 4, 5, 2008, 10:00 am-4:00 pm
Where: El Rancho de las Golondrinas, Santa Fe, New Mexico

Rhode Island School of Design Student Sale
When: October 11, 2008, 10:00 am-4:00 pm
Where: Benefit Street, Providence, RI

Wife Carrying Championship
When: October 11, 2008
Where: Sunday River Resort, Newry, Maine

Pumpkin Festival
When: October 25, 2008
Where: Keene, NH

Shameless Self-Promotion

Dillards needed to reinvigorate an existing brand. MDG was brought in to update the Westbound identity and more accurately convey the spirit of the collection. In order to speak to today’s woman, MDG created an apparel identity program, in-store presentation, point of purchase and other elements that included a dynamic new logo, sleek typeface and energetic lifestyle imaging. The modern stylist campaign lives under the theme “Find your life’s direction.”

Culture Club

Here are our picks of what to read/watch this month.


Book: Grammar Girl’s Quick and Dirty Tricks for Better Writing by
Mignon Fogarty







TV: True Blood, HBO





Film: Man on Wire

Styling Stores

Welcome to the August edition of Work. In this issue we’ll review the many components that go into creating a successful retail environment. Topics include creating window displays that capture attention, establishing balance and symmetry and building pathways that generate curiosity and discovery.

In our Shameless Self-Promotion section we strut our retail stuff with photos from our latest endeavor, the all-new collections by stride rite store in NYC. In the August poll, we gauge where our readers like to go for a little retail therapy then round things out with a few suggestions for summer outings in Get Out and Stay Out. We hope you enjoy the remaining weeks of August. Stay cool and please keep your e-mails and comments coming. We love to hear from you.

All the best,

MDG Team

Retail Therapy

Consumer psychologist Dr. Kit Yarrow has turned shopping into a science. A Professor of Consumer psychology at San Francisco’s Golden Gate University, Yarrow found that in a recent survey of 1200 participants, 65% view shopping as way to relieve stress and soothe the mind. Yarrow theorizes that shopping provides the mind with a safe and stimulating environment to process subconscious information. In other words, it helps us relax and make decisions. That being said, it’s imperative for retailers to create an inviting, visually appealing store that promotes traffic and builds sales.

A successful retail space relies on a winning combination of window displays, focal points, point of purchase displays, flow and energy. It engages, entertains and educates. It stimulates discovery, generates a good vibe and showcases your brand in the best possible light. A tall order no doubt, but attainable nonetheless.

Come to My Window

The first place to start is to step outside and check out the windows. This is where the customer experience begins. Do the windows compel you to stop and take notice? Do they emphasize the unique identity of your brand?

A few things to keep in mind when designing your windows:

• Focus on a particular theme i.e. holidays, seasons, styles
  
• Keep it clean, simple and creative - avoid clutter
  
• Vary the height and depth of items to carry the eye throughout the display
  
• Use lighting to grab attention, heighten drama or highlight individual items
  
• Stock up on featured products
  
• Don’t be afraid of change

Can’t Take My Eyes Off of You
Create a primary focal point that immediately grabs attention when you walk in the door:

• Decide where you want to direct the customer’s eye - what is the focus when they enter the store?
  
• Create several secondary points/areas of exploration
  
• Avoid clutter and embrace color

Dapper Displays

• Strong displays should convey a sense of visual balance. While this may seem like commonsense, it’s important not to place too many items on one side. A lack of balance creates an impression of instability and anxiousness. Think feng shui
  
• Merchandise appropriately. Keep your displays logical by grouping similar products together
  
• Use a variety of materials and textures
  
• Use lighting to create drama and a three-dimensional feel
  
• Review your displays from all angles then take photos for further review

Create a path of least resistance

• Create several pathways rather than one straight line from front to back
  
• Make the journey through the store one of discovery and surprise. Create intimate, independent areas with their own energy

Finishing Touches

• Music matters- choose an appropriate mix that reflects the store’s essence
  
• Vibrant scents- stimulate all the senses whenever possible

The ultimate goal is to translate your brand messaging into a tactile retail experience. Engage your customers and friends by asking them their thoughts and opinions on your space.

Here are the results from our poll. Thank you for voting!

Get Out and Stay Out

MDG staff can help keep the good times rolling with some fun events both near and far!

Lighthouse Weekend
When: August 16 & 17, 2008
Where: Montauk Hwy, Montauk, NY

Wharton on Wednesdays
When: August 20, 2008
Where: The Mount, Lenox, MA

Provincetown Carnival Parade
When: August 21, 2008
Where: Provincetown, MA

The Chicago Sinfonietta, The Planets
When: August 22, 2008
Where: Millennium Park, Chicago, IL

Saratoga Springs Closing Day Race
When: September 1, 2008
Where: Saratoga Springs, NY




A new retail concept designed by MDG in conjunction

with the architectural firm Bergmeyer, the new

collections by stride rite store features a clean and modern environment enhanced by large-scale lifestyle graphics,
polished concrete, colorful carpeting, icon wallpaper,
and curved white displays to create a stunning retail experience.
The windows are killer too.


Take our virtual tour. Or visit 1542 3rd Ave & 87th St, NYC.




Here are our picks of what to read/watch this month.


Book: Are you there, Vodka? It’s me Chelsea






Theater: Hair, Public Theater, NYC





TV: Project Runway season 5

Brand Essence

Welcome to the latest edition of Work. In this issue, we’ll explore brand essence, the three little words that can bring newfound focus to your branding efforts. We take a look at what the logos of the presidential candidates say about their politics and let you cast your ballot for your preferred brand.

As always, we give ourselves a pat on the back in the Shameless Self-Promotion section and tell you what’s doing in our Get Out and Stay Out feature. We love your thoughts and feedback so please keep it coming.

Cheers,

MDG Team

The Essence of Brand

At the heart of every great brand lies the brand essence, a two to three word phrase that embodies the brand’s core competencies, benefits and values. Not to be confused with a tagline or a positioning statement, brand essence is a distilled version of what makes the brand unique. Think of it as an elevator speech that succinctly summarizes the brand’s fundamental nature.

While it may be short and sweet, this mini maxim establishes a cosmic connection with everyone it touches. It articulates the brand’s core qualities while giving it voice and personality. Furthermore, A brand essence defines and drives corporate culture and determines all messaging and creative decisions.

Powerful examples include:

Nike: Authentic Athletic Performance
Disney: Fun Family Entertainment
Starbucks: Rewarding Everyday Moments
Hallmark: Caring Shared

The words should be simple, powerful and permanent. Much like a person’s core personality traits, brand essence provides a brand with enduring values that do not vary with time. It generally encapsulates the most important qualities of the brand such as:

A distinct set of benefits that are meaningful to the customer
Competitive differences-why this brand is the better choice
A Promise of value
A pledge of reliability, caring and assurance

As the world becomes more digital and impersonal, it’s vital that your brand be built upon a foundation of emotional truths that consumers can feel and embrace. A clear brand essence will not only strengthen consumer loyalty but navigate every decision and communication that influences brand perception. It will bring a new level of clarity and definition to your brand by connecting you with consumers on a profound level.

Designs on the White House

Forget the war in Iraq, escalating gas and food prices, universal healtcare, we think its time to tackle the issues that matter most to our readers, which presidential candidate has the better brand image? Our political pundits recently reviewed the candidate’s respective logos to help you make an informed decision come November.


McCain’s logo speaks to his no-nonsense, straight forward approach. The star signifys his military service and sense of duty. On a whole, the logo sends a message of power and authority.

Obama's sunrise icon suggests the dawning of a new day and a better tomorrow. The logo strikes a balance between a nostalgic homegrown agricultural feel with a modern edge.

Here are the results from our poll. Thank you for voting!

Get Out and Stay Out

MDG staff can help keep the good times rolling with some fun events both near and far!

July 4th Fireworks Boat Cruise
When: July 4, 2008, 8-11:00 pm
Where: Washington, D.C.
Click for link

St. Joseph Society Feast
When: July 25 - 27, 2008
Where: Battery & Hanover Streets, Boston’s North End
Click for link

Twin Festival
When: August 1-3
Where: Twinsburg, OH
Click for link

Shameless Self-Promotion

Stay tuned for details on an exciting retail concept store coming to 87th and 3rd avenue on New York’s Upper East Side. We have our hand in branding a whole new retail experience. Opening day: July 18.

Culture Club

Here are our picks of what to read/watch this month.


Book: Water for Elephants by Sara Gruen






Theater: Xanadu





Movie: Lars and the Real Girl

Conveying Your Brand's Story

In our last issue of Work, we touched upon the power of incorporating storytelling into your print advertising. For this issue, we thought we’d expand upon this idea with a brief history lesson. Now pay attention class… Tapping into your brand’s history and weaving it into your marketing message is an effective way to separate yourself from the competition and build connections. Check out ‘What’s your story?’ for more details.

As always, we give ourselves a little pat on the back in our shameless self-promo section and fill your calendar with fun festivities in our Get Out and Stay Out feature.

Cheers,

MDG Team

What’s your story?

Everyone loves a good story. Campfire stories, bedtime classics, tall tales, barroom yarns, urban legends, whatever the case may be, we’re all drawn to a good story. Stories are sustainable, relatable, individual and emotional. We pass them down through generations and passionately share them with family and friends.

In this age of information overload, it’s the story that resonates most with consumers. Think about it, we’ll forget the facts from a meeting or lecture but remember the intricate details of a compelling story. At the heart of every great brand, whether it’s laundry detergent, mutual funds, a celebrity or chocolates, there is a story built around a central character.

Take for example the story behind the brand of culinary icon, Paula Deen. Today, Paula is a world-renowned chef, best-selling author and TV personality whose road to success was paved with more than a few bumps.

After a divorce, Paula found herself unable to provide for her two sons and started making brown bag lunches for the locals as a way to make ends meet. A great southern cook, her enterprise was soon successful, leading to the opening of her own restaurant. The restaurant’s success led to a string of best-selling books, TV series, and countless guest appearances. Her inspiring story has built brand loyalty with millions of fans worldwide who admire her determination, perseverance and ingenuity.

So what’s your brands story? While it’s vital to have a good product, or service at a competitive price, consumers want to buy into the story behind the brand. They want to become part of its history. We’re not talking fairytales, just true stories that compel consumers to connect with your brand.

Begin the process by auditing your collateral to review how the brand talks about itself. Then begin speaking with key personnel, stakeholders, long-term employees, founding partners and customers to fill in the blanks.

Key QUESTions:

What is the heart of your brand’s story?
How did your brand come into existence?
What is the vision behind the company?
What was the original inspiration behind the brand?
What is the philosophy/mission?
What made your brand thrive when others failed?
What is your brand essence?
What is your distinction?

Once you get the details down, it’s your job to bring the story to life through internal and external channels. First, you need to convey the story in a consistent and relevant manner to your most valuable brand ambassadors, your constituents. Then begin incorporating it into your external messaging including advertising, digital media, POP, collateral and customer service.

Finally, you will need to continually monitor the story to ensure its consistency and relevancy.

Get Out and Stay Out

MDG staff can help keep the good times rolling with some fun events both near and far!

Paws for a Cause, 2008 Pet walk
When: May 17, 2008
Where: Billings, MT
www.petwalk.info

Boston Roller Derby Dames Championship Bout - The Wicked Pissahs vs. Commonnaughties
When: June 14, 2008
Where: Shriner’s Auditorium, Wilmington, MA
www.bostonderbydames.com

2008 Mermaid Parade
When: June 21, 2008
Where: Coney Island, New York
www.coneyisland.com

Iowa State Fair
When: August 7-17, 2008
Where: Des Moines, Iowa
http://www.iowastatefair.org/

Shameless Self-Promotion

MDG is featured in the Best of Business Card Design 8 by Rockport Publishers. Winners were selected from twenty five countries on how effectively the card communicates the organizations core competencies, information accessibility, and innovation and practicality


For more information check out:

Best of Business Card Design 8

Culture Club

Here are our picks of what to read/watch this month.


Reading: Private Lives of the Impressionists by Sue Roe


Viewing: El Greco to Velazquez

Art during the Reign of Philip III

Museum of Fine Arts, Boston


Watching: U2 in 3D

Print Ad Principles

Welcome to the fourth edition of Work. In this issue we’ll explore the elements of a successful print ad. We lay out the do’s, don’ts, and pitfalls to avoid. Warning- once you read these guidelines you may never look at an ad the same way again.

In our shameless self-promotion section we will unveil the first in a series of print ads for the Two Ten Foundation. A national non-profit offering relief and assistance to employees of the footwear industry. To lean more go to www.twoten.org.

As always, we look forward to your questions and comments.

MDG Team

Pumping up your print campaign

BBDO founder David Abott espoused that while styles in print advertising evolve superficially, the enduring principles were based on human behavior and therefore remained consistent. In other words, trends in type, color and borders may vary but the elements of a successful ad remain timeless.

While it’s not rocket science, there is a formula that will enhance the chances of getting your ad noticed and read.

Capture the reader’s attention like a stop sign and direct it like a road map

Have you ever watched someone flip through a magazine? They generally spend about two seconds scanning each page. In order for your ad to break through the clutter, the reader needs to know exactly where to direct their attention. An unmistakable focal point should be followed by a clear path to lead the eye.

Things to keep in mind:

Americans read from left to right.
Most readers look down after an illustration or photograph-placing the headline below the visual takes advantage of this tendency.
The reader’s journey ends in the lower right hand corner, therefore place phone numbers and URL info there.

Make an emotional connection
The best way to enter the minds of your target market is through the heart. Touch the heart of your consumer and the mind will surely follow. Ads that present powerfully charged emotional stories are the ones that people remember. Don’t assume that you have to write a book but if you want people to talk about your ad give them a story they can tell their friends and family.

Write headlines that offer a reason to read more
Advertising maven David Ogilvy claimed that five out of six people only read the headline of a print ad. Therefore, it’s critical that your copy captures attention and provokes further investigation. The most effective methods include stating a benefit, arousing interest or breaking news.

Do’s

Appeal to readers self-interest by offering clear tangible benefits
Break news that will spur the reader to delve into the text

Keep in mind that if you want the visual to be the focal point the headline needs to be simple and if you have an intriguing headline, keep the visual simple.

Use pictures to attract and convince
If the headline is not the most prominent feature of your ad then the image should take center stage. In his book Visual Persuasion: The Role of Images in Advertising, Paul Messaris writes, “Photographs come with an inherent guarantee of authenticity that is absent from words no matter how authoritative.” In other words, seeing is believing.

If cost is not an issue use color photographs to attract greater attention
Green and blue attract the most attention
Models looking directly at the reader are more effective than an off-center gaze

Make text legible
While it may seem painfully obvious, it’s amazing how many ads feature fonts that appeal on an aesthetic level but require a magnifying glass to read.

Keep in mind….

Short paragraphs are less daunting- remember that people are pressed for time
Subheads tell your story to glancers
Give readers several points of entry into the text

Test Before, Measure After
Test to see if the ad connects with your audience through formal and informal focus groups. Ask relatives, friends and associates how the ads speak to them. If you don’t get the anticipated response then go back to the drawing board.

How to test your ad

A toll free number with a dedicated extension to distinguish calls generated by the ad
A website address that includes a dedicated page
A coupon or code identifying the publication

Warning- do not try this at home. We suggest employing the guidance and expertise of a professional marketing firm (such as ourselves) for optimal results.

Get Out and Stay Out

MDG staff can help keep the good times rolling with some fun events both near and far!

First Thursday's ArtWalk
When: May 4, 2008
Where: Laguna Beach, CA, 6:00-9:00pm
www.firstthursdaysartwalk.com

Provincetown Cabaret Music Festival
When: May 16-18, 2008
Where: Provincetown, MA
www.provincetownfavorites.com/pages/events.html

Newport International Film Festival
When: June 3-8, 2008
Where: Newport, RI
www.newportfilmfestival.com/2008/newport.asp

Puerto Rican Pride Parade
When: June 8, 2008, 11:00am
Where: CFifth Avenue, from 44th to 86th Streets – NYC
www.nationalpuertoricandayparade.org/schedule.html

Laconia Motorcycle Week
When: June 14-22
Where: Laconia, NH
www.laconiamcweek.com

Shameless Self–Promotion




Two Ten Footwear Foundation partners with MDG to launch print campaign.



The Two Ten Foundation provides emergency financial assistance and relief to thousands of footwear employees and their families each year. Through scholarships and education, Two Ten invests in future generations and the betterment of the community as a whole.



MDG and Two Ten recently partnered to create a print campaign to raise awareness and visibility of the organization. According to Two Ten Director of Marketing, Ross Evans, the idea behind the campaign is to demonstrate the issues facing shoe people today including loss of job, eviction and the increasing cost of medical care. We offer some real solutions to some serious issues and MDG captures that emotion.




Here are our picks of what to read/watch this month.


Book: Dress your family in Corduroy and Denim, David Sedaris


TV: John Adams, HBO


Film: Paranoid Park

Branding Bliss: the pathway to a perfect partnership with your agency

Welcome to the third installation of Work. In this issue we’ll explore the dynamics of the client agency relationship. We’ll provide some tried and true tips that will pave the pathway to the perfect partnership. We’ll continue our on-going series’ Get Out and Stay Out and culture club.

As always, we look forward to hearing your thoughts and feedback.

MDG Team

How to Get the Most Out of Your Agency

Client / Agency relationships are one of the most complex dynamics in the business world. They run the gamut from marriages made in heaven to those hanging in the balance. But just like any relationship, the real work begins once the honeymoon is over.

Here are a few tips that will help ensure brand bliss from day one.

Time is on your side
Before you move ahead, get internal buy in from the top down. You will need their full support as you move ahead.

Set realistic timelines and budgets. Impossible deadlines set both sides up for failure. Earmark an appropriate budget to get the job done.

Partners in Crime
An agency should be more than just a vendor but a strategic partner in your success. Keep them in the loop on all issues (big and small) that affect your brand. This includes information from the sales meeting, strategic planning sessions and campaign results.

Honesty is the Best Policy
Tell it like it is. If it’s good, praise it. If it isn’t, say so. Provide constructive feedback in a timely fashion. Try and back up your feedback with sound reasoning.

You’ve Got a Friend
Create a spirit of teamwork by getting to know one another in and out of the office. This increases the chances of getting good work and opens the lines of communication.

Take a Little Risk
There is always a tendency to fall back on the familiar. Try and be open to ideas that may appear risky. Often the most effective work breaks free from the clutter. This doesn’t mean the agency should be reckless but it does mean encouraging new ideas to balance the safe and narrow.

Stay True
It’s inevitable. You’ve been working with an agency for months. You’ve done the research, developed a strategy and you’re ready to show the creative concepts internally. Someone is always going to disagree with the strategy. Stick to your guns and stand by your decision. If you’ve done your job well, the positive results will follow and the nay-sayers will retreat.

Be Enthusiastic
It’s contagious. Your attitude can convey a powerful sense of excitement about your business. It will motivate the agency folks to deliver the best work possible.

Now go forth and create great work together - Amen

Clients are from Venus and Agencies are from Mars (or is it the other way around?)

Bad Habits of Agencies According to Clients
Not presenting enough creative options
Too much entrusted to lower management
Insufficient senior involvement
Understaffing & turnover
Defensive when creative is critiqued


Bad Habits of Clients According to Agencies
Unrealistic budget expectations
Not sharing information
Unfocused strategies
Unwillingness to approve breakthrough ideas

Get Out and Stay Out

MDG staff can help keep the good times rolling with some fun events both near and far!

The New England Flower Show
When: March 8-16, 2008
Where: Boston, MA
www.masshort.org/New-England-Spring-Flower-Show

The Tennessee Williams Theater Festival
When: March 26-30, 2008
Where: New Orleans, LA
www.tennesseewilliams.net

Roy Lichtenstein at Fairchild Tropical Botanical Gardens
When: through May 31, 2008
Where: Miami, FL
www.fairchildgarden.org

Lenny Kravitz Concert
When: June 30, 2008
Where: Wembley Arena, London, UK
www.lennykravitzloverevolution.com

2008 Roswell UFO Festival
When: July 3-6, 2008
Where: Roswell, New Mexico
www.roswellufofestival.com

Shameless Self-Promotion

MDG was selected as a winner in the 07-08 American Package Design Awards. Sponsored by Graphic Design USA, the competition spotlights excellence in packaging, in-store graphics and POP. MDG won for the Sperry Top-Sider XGS Shoe Shelf, Stride Rite Creature Feature Shoe Shelf and the Sherborn Inn Packaging and Label Design. Check it out!

Logos - the Pick of the Litter

Welcome to the second edition of Work. In this issue we’ll explore the basics of logo design based on the gospel according to Paul Rand and sneak in a logo we created for a line of high-end pet products. Finally, we show off a few of our four-legged office mates and continue our series of fun-filled ideas in our on-going events calendar Get Out and Stay Out in 2008!

As always, we look forward to hearing your thoughts and feedback.

MDG Team

Logos 101

In the world of logo design Paul Rand reigns supreme.

Laszlo Moholy-Nagy, a pioneer typographer, photographer, and designer of the modern movement described Paul Rand (1914-1996) as “an idealist and a realist using the language of the poet and the businessman. He thinks in terms of need and function. He is able to analyze his problems, but his fantasy is boundless.”

Rand’s iconic identities for UPS, IBM and ABC Television are still some of the most identifiable images in today’s global economy. His work demonstrated three key components:

Symmetry: balance; uniformity and equilibrium of spacing were the three common elements of Paul Rand’s typography related work.

Simplicity: Paul Rand was always of the opinion that the design of a logo must be simple, in order to appeal aesthetically.

Distinctive: Rand’s logos are always bold, memorable and recognizable. He merged American visual culture into European avant-garde (modern art).

An effective way of examining a logo's design is by plotting it on a scale that ranges from Literal to Symbolic. On the left, logos are more word-driven and conceptually simple while those on the right are more image-driven and conceptually complex. Where do your favorite logos fall on this scale?

Graphic adapted from Designing Brand Identity, Alina Wheeler, Wiley & Sons., 2003

Pet Gallery

Our four legged office mates (yes, we occasionally share our space with our pets) served as the inspiration for our work on the Aurora brand identity. We thought you may enjoy getting to know them as much as we have.



Click here to see the entire gallery.

Get Out and Stay Out in 2008!

MDG staff can help keep the good times rolling with some fun events both near and far!

Boston Baby Dolls Burlesque Class
Date: February 26, 2008
Location: Rock City Body, Allston, MA
Click here for link

Smithsonian Kite Festival
Date: Sunday, March 29, 2008
Location: Washington Monument, Washington D.C.
www.kitefestival.org

The 2008 Houston Art Car Parade
Date: May 10, 2008
Location: Allan Parkway, Houston, TX
www.orangeshow.org/artcar.html

Broadway Bares 18
Date: June 22, 2008
Location: Roseland Ballroom, NYC
www.broadwaycares.org/events/bares.cfm

7th Annual Lebowski Fest
Date: July 11, 2008
Location: Louisville, KY
lebowskifest.com/7thannual.asp

Shameless Self–Promotion

Aurora offers a complete line of high quality pet fashions, carriers and bedding for the discerning pet parent. All Aurora products are individually handcrafted offering the ultimate in artisan quality and detail. MDG worked with Aurora founder Cindy Ozmun to create a brand identity and web presence that is sure to be the leader of the pack.

Culture Club

Here are our picks of what to read/watch this month.


The Four Agreements



The Diving Bell and the Butterfly