Studio Spotlight: The Engine Room

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The Engine Room is an award-winning brand identity design firm in San Francisco with a focus on consumer packaged goods businesses. Established in 1999 by Dave Braden and Mike Cotsifas, the company's objective is simple: to help create endearing design that enhances culture.

The company believes in the importance of being different. The reason: now more than ever before, consumers are faced with having to choose between dozens of products on the shelf within almost every category. For a brand to have its best chance of success, consumers need to be given a reason why to pick this product over that one. Otherwise, it's a coin toss.

Too often, businesses are tempted to employ cookie-cutter solutions for their visibility challenges, thinking that what's worked for others should work for them. But, the more generic a brand becomes, the more we disable our consumer's ability to decipher it from the next one. Being different just for the sake of being different isn't so interesting. But if the difference has a positive purpose behind it, things are more easily remembered.

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