

Branding is one large iceberg that contains components that are visible to others and components that are beneath the surface.

When approaching branding, I like to think of it as a whole. Nike democratizes sports and encourages anyone to “just do it” while raising up champions and leaders in all different sports. How does Nike serve its people? By providing the tools to get active. What makes Nike different? Nike is innovative, a leader in the athletic apparel industry. How does Nike make people feel? Powerful, motivated, strong. But let’s go a step further and also think about how Nike answers those questions talked about above: They exist together and serve as a strong example of why a brand needs more than “just a logo”. When you think of Nike you imagine its signature swoosh symbol along with the phrase, “Just Do It”. Let’s think of a large global brand revered for its strong branding Nike. Your brand is a great novel and your logo is just chapter one. Branding cannot exist with only copywriting or logos – both pieces are integral to the overall puzzle of branding.

Through both language and visuals, all of these are answered and help clients understand what a brand stands for. But it can be understood by how you make people feel, what makes you unique, and how you serve your people. It was important for the co-founders to bring a renewed energy to an often overlooked neighborhood when it comes to fashion retail and to provide a space in which to launch new designer and artist talent. So now you know, if you're ever walking through the Lower East Side, pop into ESSX and check out what may become a community staple in the coming months.“Branding” is a confusing word and gets defined in many different ways. We wanted to tap into this local heart and pride with ESSX, and will do our best to give back to the community in the LES." Guillermo Andrade, creative consultant and founder of 424, also tapped in, expressing how proud he is to have played a part in the work that brought the store to life. The neighborhood has a pure, authentic energy, which we were all immersed in while growing up here. “The creativity, the individuality, the history, and - of course - the people are like no other place in New York City. When speaking with Laura Baker, one of the co-founders of ESSX, she said that opening on the Lower East Side was very intentional. Now that’s changed, thanks to the opening of ESSX NYC, the new multi-designer concept store at 140 Essex between Stanton and Rivington. Designed by architecture firm Leong and Leong in collaboration with designer Yossi Shetrit, the interior is sleek and enticing, with various winding rooms that are sure to pique your curiosity. It encompasses a number of distinct yet complimentary and interactive spaces, with a carefully curated selection of over twenty designers including Martine Rose, Ottolinger, Bianca Saunders, Maison Margiela Paris, 424, Yohji Yamamoto, Hans Jakøbsen, and more.
