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.

Dental What?

International Congress of Oral Implantologists (ICOI), the world’s largest dental implant organization, participated in the 2009 American Lifestyles Expo in Hangzhou, China. It was an institutional branding initiative: six ICOI member dentists traveled from abroad to inform and promote “Quality of Life” concepts to Chinese consumers, help them understand how implant technology could change their lives, and provide guidance on how to select their dentists and treatment systems.

GRIDNYC facilitated this endeavor from initial planning to the end of the Expo. We coordinated with various entities in the U.S. and China, both remotely as well as on location.



ICOI theme/event ID design:
event ID


IPG Real Estate website

IPG Real Estate is a NYC based commercial real estate company. Its predecessor GMAC Real Estate International Properties Group is a prestige brand in the industry.

IPG retained GRIDNYC to design and build its website, ensuring the prestige brand status is not lost in the name change.

ipg real estate web design

Website for international conference in Tokyo

The International Congress of Oral Implantologists held its “World Congress” in Tokyo. It’s a three-day event with more than a thousand attendees from all over the world. This World Congress website aims to provide the optimum support on event info delivery — including a function for event organizer to make on-site, realtime announcements from a mobile device.

Aside from our design and website-building capabilities, our understanding of the Asia market added value to the development process. Language, culture, functional content, online technology, brand image, user experience… all were taken into consideration.

2014 ICOI World Congress website design

Cutting edge Brazilian swimwear

XCLUZV is an existing Brazilian swimwear brand. When entering the U.S. market, it called for a new brand image to suit the market. XCLUZV’s holding company happens to be an international IT consultancy, so it is no surprise that technology is in XCLUZV’s DNA.

With the right combination of creative design, web technology, visual branding, and online marketing experience, GRIDNYC developed XCLUZV’s new website and online store. One of the requirements was to utilize HTML5 video and other web tech to deliver lively visuals without relying on Flash animation. The site went live under in August 2012.

Home page: a JQ interactive menu on top of a 1000px X 560px sailboat video
New XCLUZV website

xcluzv online store