posted February 10, 2015 #
This writeup on the
$1.6 Billion Branding job for Shake Shack by Pentagram is pretty fascinating. The original undertaking was a pro bono job for the original Madison Square Park location for the
Conservancy. The 1950's vibe that was embraced has extended far and wide into their growing franchise business. Despite going against what every project manager would have you believe, I really enjoy this quote:
In retrospect, if you’d done a million years of focus testing and consumer studies, you wouldn’t do a better job. It shows you the charm of the happenstance. - Paula Scher (designer)
Sometimes your gut just works.
