There are countless ways to describe WHAT IS A BRAND.
We like Monigle Associates’ words:

A brand is a promise, a trustmark. It is a signal to consumers as to what they can expect in terms of quality, reliability, service and commitment. Brands instil confidence. They serve as a shortcut to decision making because as consumers are peppered with hundreds of competing and confusing messages, they will seek out the brands they know and trust.”

Our design practice often agrees with the BrandAsset® Valuator (BAV) theory developed by the Young & Rubicam Group: The process of building brands, BAV demonstrates, is reflected through a progression of four primary measures (the four pillars): Differentiation, Relevance, Esteem, and Knowledge. These four pillars are consistently linked to a brand’s ability to deliver revenue and profit for its owner.

The following are some of our projects that are Brand and Identity focused.

Queens waterfront condo for Asian buyers

Soundview Pointe, a waterfront gated community in Queens, New York City.

Working directly with the developer, Stephen Chang oversaw all Chinese and Korean language advertising (concept, design, copy direction) as well as media planning/placement and PR. Under Mr. Chang’s new marketing direction, the re-opening events brought in nearly double the traffic than events directed under the previous agency.

SVP brochure 1

SVP brochure2

SVP Chinese ad



Founded by Stephen Chang, GRIDNYC is a New York City based marketing communications design firm specializing in website development, internet marketing, visual branding, and eCommerce.

Our East Asian background, cultural understanding, market experience, and language capabilities are recognized as valuable assets by many of our clients. Together with our mainstream marketing expertise, we bring unique perspectives to our clients that have brought direct impact not just on their market images, but also on their bottom-line.

In conjunction with our Business Solutions Partners, we provide innovative, cost effective, and above all, results-oriented solutions to our clients in the trade and consumer markets as well as to government and nonprofit entities.

Case: Branding KEYNOTE

In mid-2013, we received an inquiry about our marketing experience on technology product. In response, we went into our archives and located a few examples. The product we dug up may appear outdated, but the branding strategy was a winner:

Client / product / market: Keydata International / “KEYNOTE” brand laptop computer / U.S. consumer, dealer, value-add reseller, and government (GSA) markets.

Service: GRIDNYC developed “KEYNOTE” product brand, packaging, and advertising from strategy to execution.

Formula: Strong product + truly professional service (more than 50% of their tech support team holds an EE or CS master’s degree) + competitive pricing = KEYNOTE’s growth strategy.

We built the “KEYNOTE” brand to reflect these qualities: From one of their ad headlines you can feel the brand’s confidence (below sample 1).

A little humor can drive the point too, the “YES, Keynote…” ad (sample 2) earned many smiles as well as orders!

Extra Mention: Stephen Chang’s advertising design for “Keynote 8560″ was selected and published in the Marketing textbook Consumer Behavior — Building Marketing Strategy (McGraw-Hill) as an example of effectively using Preference Strategy.

( From one of their ad headlines you can feel the brand’s confidence )
Keynote insert ad

( A little humor can drive the point too, this “YES, Keynote…” ad earned many smiles as well as orders )
yes keynote ad

How to sell dumplings in America

Dumplings and eggrolls are really basic Chinese food, but to market them to mainstream Americans and to Chinatown supermarkets are two totally different things. Water Lilies Food––based in Queens, New York City, is one of the largest packaged Chinese food manufacturers on the East Coast. GRIDNYC was retained to develop various product lines’ packaging and to strengthen their market position.

Samples shown here are a trade ad for a private-label food magazine and a high-priced “Emperor’s Taste” brand handmade dumpling packaging (focusing on Asian-American market).

Water Lilies trade ad

food packaging image