About

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

Contact

info_at_sinclairsmithco.com

Citi Bike

Streetsblog.org has announced that Citi Band will sponsor New York’s bike share program beginning in July. Those guys are no dopes. It’s a great lifestyle brand extension for them. Good for the city. Good for people and quality of life. Good for business. Ka’ching!!

Uline stickies pallet

Posted on Jan 24, 2012 in Advertising, Branding, Endless stuff, Quotidien things

Awww, how cute is that? (Yes, I placed a quarter there for scale. So?)

Coke and Pepsi race to be first to replace teeth with plant based plastic. Wait, what?

No, sorry, that’s not right. A New York Times story today reports that “the beverage rivals are racing to become the first to produce a plastic soda bottle made entirely from plants.” And in all sincerity I hope they both get there soon. But in a load of BS so incongruous with a century plus rivalry between two industrial giants, the piece ends with this quote from Pepsi’s VP of global beverage packaging: “We don’t feel it’s a race” Ms. Lefebvre said. “We feel like were all working together to do better for the environment and also to make good business sense.” Yeah right. (more…)

Mid Bronx Haulage

Posted on Aug 27, 2011 in Advertising, Branding, Color, graphic design, New York, Typography

Mid Bronx is a commercial garbage collection company that I found up by the job I’m on and they’ve been doing weekly collections from my site. Super nice guys and I really love the type treatment on their truck. It’s a classic industrial logo type. And they have great shirts to match. I managed to score one. XL. It looks like a dress on me. (Please don’t tell them.)

Scope Outlast packaging fail

Posted on Jul 22, 2011 in Advertising, Branding, Color, Dysfunction, Featured, Packaging

Ok, so I am SUPER late to the party on this one, but I just saw the Scope Outlast bottle in the store and was really taken aback. I got four words: gypsy cab air freshener. As reported in the Dieline in 2009, brand management at Scope and the designers at Webb deVlam wanted to ensure the bottle would not be relegated to under sink cabinet status for reasons of exposing the brand and encouraging routine use. All well and good, so they went with a jewel and perfume bottle inspired form to elevate status by form association. Ok, also well and good, particularly when you think that Scope makes your breath smell fresh. Ok, doing great, and then along comes the semiotic disruptor– blue liquid!!! Noooooooo!!! So here’s a question: what’s a blue or brightly colored liquid that comes in a jewel like bottle so it can be elevated to above the counter status when really it’s trash? Four words: gypsy cab air freshener.

GE electric motor logo plate

Posted on Jul 11, 2011 in Branding, Color, Tools

The combination of the red GE logo plate against the teal blue body of this electric air compressor motor is gorgeous. Perfect 50s industrial color.

Btw, that’s the axle bearing housing there with a set screw on top for securing the bearing inside. It’s a perfect place for their logo in form and symbol.

Flashback to the eve before brand became king

Posted on Jun 22, 2011 in Branding, Business, History

I was shown this 1985 article from Time Magazine reporting hostile take over bids and forced sales of family companies. The 80s were that last dreamy last era before brand and branding exceeded product quality and customer service in corporate and consumer values. The article is an interesting glimpse into that pivotal time when it all seemed to shift.

L.L. Bean wrapping tissue

Posted on Jun 20, 2011 in Branding, Children, Clothing, Illustration, Packaging, Retail

I got an awesome pair of boots from L.L. Bean for father’s day yesterday– thank you KR and HS!!– and I was almost as excited about the beautiful paper that came in the box to wrap the boots. It looks like an old repeat from their archives, unless of course they never stopped using it. Anyway, the illustrations are gorgeous; check out the movement on that fisherman. They need to add some color and get into making bedding for kids. Classic stuff.

“Goldenflow”

Posted on Jun 5, 2011 in Branding, Brooklyn, Food

 

Look, at the end of the day, I’m a designer, not a brand strategist. But I’m not sure I would serve my family milk with the name Goldenflow. That doesn’t sound like it came from the right part of the cow. I’m just saying.

Motorcycle shipping crate gone workbench

Posted on May 22, 2011 in Branding, Furniture, Packaging, sustaina-bling, Transportation

Michael Kritzer has done an interesting thing for client Buell Motorcycles by designing a shipping crate the bike purchaser can turn into a workbench. And a pretty smart one at that. Well played. Mr. Kritzer has more sharp work and smart business intentions up at Habitco. Via core77.