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Continuum Launches "Open for Branding"

Spearheads an Innovative Brand Identity Project Based on Public Collaboration for Design Museum Boston
NEWTON, Mass., August 10, 2010 – Continuum, a global innovation and design consultancy, announced today that it has joined forces with the online global industrial design magazine Core77 to enable the international design community to participate in a pro-bono brand identity project for Design Museum Boston. 
Starting July 28 and continuing once a week, Continuum is authoring a six-week blog series titled “Open for Branding” on Core 77 about the firm’s progress in crafting a new brand identity for Design Museum Boston. As part of the series, Continuum is soliciting feedback from Core77 readers on each critical phase of design. The series’ posts are designed, in part, to pull back the curtain and publicly share the process of creating an identity; as well showcase developing thematic approaches, images from client meetings, and in-house design charettes; and, of course, applications of the winning concepts.
 
“We are thrilled to team up with Core77 on this innovative crowdsourcing design project,” said John Magnifico, Continuum’s lead designer on the project. “We hope our transparent process combined with the dynamic, collective minds of both Continuum’s team and Core77’s readership will demonstrate not only how to create a brand, but also how multiple perspectives can be effectively tapped to shape an identity.”
 
Design Museum Boston is a non-profit organization with the goal of creating and maintaining a network of virtual and physical exhibit spaces online, in Boston, and across New England. These exhibits educate the public on the role of design in their lives and the contributions of design within the creative economy. Continuum’s assignment for Design Museum Boston is to craft a new brand identity for the nomadic organization. The challenge that Continuum will be addressing is how to create an identity for an organization with no physical home base, and whose inherent nature is to change constantly.
“Design benefits from multiple perspectives, and so we thought this was an excellent approach to developing a new identity for Design Museum Boston,” said Allan Chochinov, editor-in-chief for Core77. “The real-time, open source nature of this project makes it an exciting, educational opportunity for our community.”
About Continuum
As a global innovation design consultancy, Continuum designs experiences that improve people’s lives and drive business innovation. Based on in-depth consumer research, rigorous analysis of clients' business challenges and inspired creativity, Continuum identifies opportunities for innovation; create new products and services, and designs new ways to communicate brands. Since 1983, Continuum has worked with companies worldwide including AllSteel, American Express, Procter and Gamble, Master Lock, Samsung, and Staples. Continuum has offices in Boston, Los Angeles, Milan, Seoul and Shanghai. For more information, please go go www.dcontinuum.com.