Sinclair Smith & Company is a multi-disciplinary design studio based in Brooklyn, NY. Our services include strategic consulting, industrial design and interior design.



Monk Oil in W Magazine!

Posted on Apr 16, 2015 in Advertising, Branding, Fashion, SS&CO projects

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We are thrilled to see our friends at Monk Oil getting the press they deserve. And pretty happy to see our branding work in there too. Check it out..

Leica Coffee lid?

Posted on Dec 13, 2012 in Branding, Food, graphic design, Typography


I’m just sayin’.

Fully Fluffy

Posted on Nov 24, 2012 in Advertising, Branding, Fashion, Interiors, New York

In my book, the holiday market at Union Square is to be avoided by any and all means necessary. The one exception to this, as I discovered today, is when one’s child desperately needs gloves immediately because it’s freezing out. Only in this instance is it safe to move quickly and decidedly into the chaos of tourists and the shopping dispossessed. Anyway…

There was this one stall… a slavic woman is selling big fluffy alpaca hats. They look great. And alpaca is a great material– being wool it causes relatively little harm when sheered and its typical finish requires little processing. But that’s not the point– gosh I’m really stuttering this one out!– the point for this blog (!!) is that the booth had a clever design. To drive home the material, the whole booth was lined in faux white fur. Floor to ceiling. Wall to wall. Wrapped around the pipes. And the fluffy hats hung off the fluffy wall. Very smart. You stepped inside and you were in the hat, in the fluffy white warmth of the product. It’s not a sophisticated design solution– it’s wall to wall white faux fur– but given the product, it’s one of the most simple and effective display choices I’ve encountered.

Occupy Sandy Poster

Posted on Nov 7, 2012 in Advertising, Art, Branding, Brooklyn, graphic design, New York

Great work by McMillian+Furlow. I wish I could say they have been stealing from me… I doubt it.

Saul Bass pitch for the Bell System logo

Posted on Oct 30, 2012 in Advertising, Branding, graphic design, History, Tech, Typography

This film is Saul Bass‘s 1969 pitch for updating and unifying the brand of the Bell telephone system. Bass’s proposal was accepted almost in its entirety making it the largest rebranding project ever at the time. The breadth of the proposal, tackling everything from the ubiquitous logo to the representational and behavioral needs of the workers and their clothing is mind blowing. Take a half hour and watch this. You can watch the film a little larger on the AT&T site here.

Steve Ballmer on connecting with consumers

Posted on Oct 25, 2012 in Advertising, Branding, Business

Microsoft CEO Steve Ballmer spoke to BBC radio today on the occasion of the much anticipated release of Windows 8 and was questioned about the company’s varying successes at competing in the mobile and tablet space. It’s a relatively thorough interview for radio and I encourage listening to the whole thing. The interview is here. Quotes that stood out to me as they relate to my class at SVA are, “we have to prove it. we have to get out there and tell the story. And we welcome the opportunity to do that…” as well as “how do we put those in the market in a way that captures consumer imagination?” You can dump billions into development, design, manufacturing and distribution, but if you don’t connect with the consumer, you’re dead in the water. You have to teach the consumer how to integrate new products and product behaviors into their existing habits and behaviors. Everyone does.

Snotty ketchup

Posted on Jul 8, 2012 in Advertising, Branding, Food, Packaging, sustaina-bling


Heinz has been going kind of nuts with their use of the big squeeze bottle’s real estate on the label. I commend their labels that support troops, sending a string message while reinforcing a good ole American product image, and I’m glad they are engaging the consumer in their effort to reduce waste and raise awareness. But this level of conspicuous conservation is too ostentatious and self-satisfied for my tastes.

Even if is do like the taste of Heinz.


The most beautiful McDonald’s in America

Posted on May 29, 2012 in Antiques, Architecture, Branding, Food, Interiors, New York

This is real. Scoutingny.com posted it. Amazing. Wonder if their Coca-Cola still has cocaine in it. And costs five cents.

(And I’d like to know what scoutingnyc knows about international restaurants that prevents this from stealing the global superlative.) Via KR.

New business cards!

Posted on May 16, 2012 in Branding, graphic design, SS&CO projects

These have been getting a strong response. Particularly from bankers and lawyers who are like, “shit, this is way better than the one I got.” I handed one of these to a former professor last week and she asked, “will you always be retro?” I’m sure I gave some bullshit neither-here-nor-there answer at the time, but the answer is yes. A resounding YES! I can do many things, but I will always have one foot in the past. Now to start that locomotive company I’ve been dreaming of…