once upon a time, there
were 14 brands, leading ordinary lives. by David Brier

each dreamed of a better
world, one filled with magical powers. by David Brier

this is a short story
of 14 brands that dared to go beyond the ordinary. by David Brier

this short presentation shows how
they did it. by David Brier

“A camel is a horse
designed by committee.” Alec Issigonis by David Brier an important fact:

what about unicorns? by David
Brier they’re rare. magical. kind of like amazingly great brands.

by David Brier “A camel
that resembles a horse is a poorly designed unicorn. (the hump is the collective indecision of the committee members.)” David Brier

by David Brier this brought
forth 1 important question

how does a brand revolutionize
itself, Moving it from an ordinary brand to a great one? by David Brier

when I told my wife
my idea about unicorns, she looked at me and said, “Unicorns aren’t ‘rare.’ they don’t exist.” by David Brier

I responded, “Even in their
own fairy tale worlds, they are rare. OK, they may not exist, but even in their own stories, they are rarely seen which makes them scarce and valuable.” by David Brier

Unicorns. Rare. Valuable. The stuff
of legend. by David Brier (so much like the great brands of the world)

a brand needs to be
so amazing that even a unicorn would wonder whether to not it was real. by David Brier WOW!

by David Brier OK. i’m
ready. show me already!

BEFORE AFTER This company produces
a product in the “premium jerky” space. Given the existing noise in the space, the identity needed to be smart and simple. P L A Y H A R D S N AC K O F T E N ™ — NAT U R E ’S O R I G I NA L P ROT E I N BA R ™ — The new tagline repositions the entire product line. 1

BEFORE AFTER This startup was
in a unique space merging sports, entertainment, finance and an advisory capacity — qualities the previous branding didn’t convey. 2

BEFORE AFTER This 100-year old
company struggled with an outdated feel. The new identity needed a major refresh and had to work across numerous brand extensions. 3

BEFORE AFTER
3

new york city ballet BEFORE
AFTER 4 One of the nation’s premier dance companies, this was a rebrand that embodied all the things of dance and NYC into one cohesive image.

T H E O F
F I C I A L H O M E O F Taste {{{{ BEFORE AFTER 5 Dunn Brothers came into existence in 1987 and had seen various iterations over that time. This rebrand gave it a powerful position in this competitive space.

BEFORE AFTER
5

BEFORE AFTER 6 Milestone Systems’
new brand merged a contemporary “infinite symbol” with the letter M conveying its ability to provide uninterrupted connectivity.

BEFORE AFTER The crowded nutrition
bar space is challenging. The solution: a new name, a smart tagline Delicious. Nutritious. Nothing suspicious. and new packaging. 7

A leader in market research
in the agricultural market space, the rebrand reflected the industry and its values with a powerfully simple mark. BEFORE AFTER 8

BEFORE AFTER 9 The leading
management consultancy MGE needed a look that reflected that leadership status. The mountain peaks forming an “M” tells that story. MGE management expertse l i m i n at e s t r e s s . acc e l e r at e r e su lt s . MGE management exp

BEFORE AFTER 10 A delicious
gluten-free cookie brand needed a facelift. This rebrand elevated this brand where the line now leapt off store shelves.

BEFORE AFTER 11 After 12,000
students over its 25-year history, it was time for this legendary dance studio to tell the world a new era for dance and self expression was here.

BEFORE AFTER 12 Providing insights
and savings for energy consumption in deregulated states, we developed a name, identity and slogan that dramatically repositioned the new company.

BEFORE AFTER This Napa Valley
startup saw a 900% increase in sales in the 24 months following this rebrand. Stunning. Dramatic. Essence of Unicorn magic. 13

natural. delectable. unapologetic. Natural. delectable.
unapologetic. TM # 7 Natural. delectable. unapologetic. TM # NAKED“Purely uninhibited” 8

BEFORE AFTER The Enzacta brand
needed a universal brand since it was sold in numerous countries. The result is this mark that worked, independent of words. 14

by David Brier a little
fuzzy on branding? here is something to help you contact your inner unicorn.

by David Brier but what
about expectations? how do we transcend our normal expectations?

become the unicorn in your
space. by David Brier written and designed by @davidbrier