Chronology

In independent practice since 1990, through 2005 Tony has conducted 122 identity assignments for 79 clients, in affiliation with 31 design firms or lead agencies. Here are highlights; for more details follow the links.

2008

Harlan Laboratories
Repositioned, renamed and oversaw the redesign of Harlan Sprague Dawley

2005

Outward Bound
Guided the American chapter of this global movement in strengthening its division names and brand design.

2004

FIRST (For Inspiration and Recognition of Science and Technology)
Led Dean Kamen's robotic competitions non-profit entity through rebranding and redesign.

2003

Engelhard
Developed naming and branding system and decision tree for this surface & materials science leader.

2002

Acceris Communications
With BrandLogic, positioned and named this new telecommunications group.

2001

Alacra
Created this new name for Data Downlink Corporation and for its principal product, the business search engine formerly 'Portal B.'

2000

J.P. Morgan
Led BrandLogic team in brand platform and nomenclature systems review; benchmarked best practices in management of corporate naming activities.

Jupiter Media Metrics
Assisted Christopher Johnson Assoc. in merger identity planning.

1999

Caterpillar
Unit descriptors, product nomenclature and associated business justification.

Identrus
Naming, for the consortium of global banks which will provide the secure infrastructure for global internet commerce; with Bonnell Design

State Street Corporation
In-depth review of the Bank's global positioning and communicated composition.

1998

Celera Genomics
Creation of name and visual identity for this historic new company; with Connacher Design.

Commonfund
Name modification and redesign, with Clarion.

Inrange Technologies
Repositioning General Signal Networks in preparation for its independence; with Connacher Design.

Ford Motor Company
Counsel re reconfiguring the visual relationship between the corporation and its defining brands.
With Brand Integration Group (Ogilvy)

1997

Ambac Financial Group
Revised positioning, renaming of units & acquisitions, and platform for new visual identity.
For Belk Mignogna Assocociates

Flowserve
Positioning, name and identity system for merger of industrial pump companies Durco and BW/IP.
Jack Summerford designed

Orbital Sciences
Positioning, shift of the communicative name from OSC to Orbital, and new visual system.
Nat Connacher assisted

1996

Dow Jones
Creation of the corporation's first-ever positioning statement and identity platform; new logo, graphic identity system and unit name changes (e.g. Telerate to Dow Jones Markets).
For Belk Mignogna Associates

Sony
Benchmarking of successes and failures in “vertical branding.” Naming for a new technology and an entertainment enterprise.

Footstar
Identity plan and corporate name, for this spinoff of Melville and parent of Footaction and Kmart's shoe operations.
Nat Connacher designed

Malden Mills
Revision of corporate and brand (Polartec) positioning; new graphic system.
Jorgensen Quint designed

1995

Sony Corporation of America
Senior management interviews across all U. S. business units on corporate composition, synergy, separation of brand from corporate identity, and related corporate needs analysis.

ITT Industries
Naming and visual identity strategy for one of the three ITT splitoffs.
For SGI

1994

International Business Machines
Naming projects for several businesses (servers, confidential, and Technology Service Solutions)
With Clarion Brand Communications

General Signal
Strategy and CI for ‘Newco.’ Also positioned and named General Signal Networks.

1993

Pentegra
New name, new identity for parent of Financial Institutions Retirement Fund (FIRF) and Financial Institutions Thrift Plan (FITP).
JMK designed

1992

Eastman Chemical
Comprehensive CI program. Separated Eastman from the Kodak brand, which led directly to Eastmanís actual independence.
For Clarion; Rick Marciniak designed

1991

Pfizer
After directing the 1989 (AGP) corporate identity program, fine-tuned implementation and provided continuing counsel through 1994.

1990

New England Mutual Life
Repositioned “The New England” as an insurance and investment firm.

McGraw-Hill
Named “Primis,” the new textbook custom publishing business.
With Carbone Smolan