brand thoughts



Brand meets lifestyle

When combined with a late-twentieth-century marketing concept, lifestyle, the notion of the brand takes on new meaning. Lifestyle is, by definition, a way of life or style of living that reflects the attitudes and values of a person or group. The word implies a certain level of control on our part, i.e. that we choose this lifestyle, because it gives us pleasure at whatever level. So when a product or service becomes part of a lifestyle it means that the product is part of the choices that people make. These choices become part of how they come to control and augment their lifestyle and the expectations they have for that lifestyle as they craft and order it to their liking. Being able to rely on a product or service to deliver a consistent contribution to that lifestyle is significant to the idea of branding.  


An emotional connection

Although most designers have been late to adopt the significance of branding, the profession stands poised to assume the role of branding’s most adept practitioners. For decades designers, perhaps unknowingly, have been wielding one of the most formidable weapons in brand development: emotion. Evocative communications and the sleek and sensuous lines of a well-molded device are a brand’s mission-critical connecting points. By embracing the way a brand is adopted into the marketplace design firms can play a pivotal role in crafting powerful brands, not only through their elegant connecting points, but also in guiding clients to the essence of those powerful brand connections. 

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Adding MaxwellRender


If you’ve browsed my portfolio you see that I do a fair amount of 3D rendering, mostly for work but the tools are so superior these days that I have begun working on a few personal projects that let me stretch my modeling skills. The killer is always the time it takes to render and the final quality. To that end I just added Maxwell Render as my rendering engine. I found that it had a fairly steep learning curve and there is a lot more to learn before I could say that I’ve mastered it. There are some truly exceptional artists out there using it and are extremely proficient. You can explore it at

I use SolidThinking as my modeling tool primarily because I’m Mac-based and there aren’t too many NURBS based modeling platforms for the Mac. ST has its problems for sure, but it’s far more economical than say, Maya. Though, I think I will probably end up there eventually (save my pennies). I actually learned modeling back in the old days using Power Animator, on an SGI, moved up to Maya when it was Maya 1.0. Never was able to keep up with the upgrades.

Anyway, it seems like you could research rendering programs forever. I was looking to increase render speed when I started my search and I looked at Bunkspeed before settling on Maxwell primarily because of Maxwell’s materials editor. Really great stuff. Now, however, I am hearing a lot about VRAY. I’d like to hear what others are using and some of the pros and cons. 

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a blog about design and the story that connects