Mermaid Inc. is an innovative NYC branding and graphic design studio. Our intuitive ability to understand your vision deeply, then create branding that resonates is our superpower. Our fluid approach to creativity and agile, startup mindset allow the brands I create to evolve, be flexible & adapt to changing times & perceptions. We work well collaborating with agencies or working directly with companies. Our clients range from marquee brands like Ferrari to solopreneur start-ups. OUR AREAS OF EXPERTISE ARE: • Branding (logo design, naming, brand identity, brand strategy, brand guidelines) • Marketing (collateral, brochures, print & digital ads, environmental signage) • Websites (design & development, eCommerce) • Consulting (brand review, website review, brainstorming) WAIT ... WHAT’S WITH THE MERMAID? We believe that creativity isn’t a solid thing, but a fluid process. For us, the fluid world mermaids inhabit is an excellent metaphor for the fluid state of mind needed to thrive in today’s rapidly evolving business environment. Hence Mermaid, Inc.’s tagline, “Fluid Creativity.” WE START WITH THE “WHY” We believe it’s vital, for a business to succeed, that their brand reflects their “Why.” It’s the beginning of my discovery process. It uncovers what made them decide to do what they do, what they believe in, what they are bringing to the world. This is the foundation for their “why.” Studies show that consumers make decisions driven by emotional connections: they buy “why” you do something, not “what” you do. BEYOND DIFFERENTIATING Being different from your competitors is no longer enough to succeed in todays market. Businesses must do something extraordinary to position their brand in the market. This could be their product or service, mission or values, or really anything that makes them unique. I believe that when you set yourself apart, you are only competing. When you tell people what makes you remarkable, you’ve created & positioned your brand.