TODA

Brooklyn's historic neighborhood, DUMBO, is a destination for visitors who come from near and far. As part of the DUMBO Improvement District's efforts to encourage tourism and enhance the experience of visiting the neighborhood, TODA created a pocket size map that reveals key neighborhood sites. The easy to use map is distributed in shops and sites throughout the neighborhood with the aim of helping local businesses to better serve their customers.

Along with the development of DUMBO's new neighborhood map, TODA has worked with DUMBO's Business Development District to create various promotion pieces. This included event signage, direct mail pieces and a series of street pole banners which are installed throughout the streets of DUMBO.

American Crew is the leading men's professional grooming brand providing body, styling and shave products to men globally. TODA's work with American Crew spans over two decades, beginning with TODA's co-founder Marcos Chavez designing the initial brand identity, creating the brand´s first marketing campaign, and producing the package design of the original eight products. Since then, American Crew has grown into a significant international brand with over 50 product SKUs. Over the years TODA has collaborated with American Crew in the development of the brand by creating product extensions, merchandising campaigns, print collateral, interactive promotions and advertising.

American Crew, the leading men's professional grooming brand, recently commissioned TODA to create a global marketing campaign. The campaign sought to position American Crew to both its US and international customers as an essential lifestyle brand for men. AMERICANA embodies the essence of classic American heritage and culture, and by using the Road Trip as the storyline the campaign was able to evoke the brands sense of craft and classic lifestyle by looking toward the future through the eyes of the past. The campaign took a 360-approach creating a range of brand assets - from ads and digital applications to retail installations and merchandise - topping it all off with a premium hard cover book.

As the centerpiece for American Crew's global campaign: AMERICANA, TODA designed a premium hardcover book which showcased the campaign's homage to the classic American road trip. The book featured the adventures of a hip young couple as they drove on Route 66 from LA to Chicago. Reportage photography was complement with a range of stunning landscape photos showcasing the scenery of the American West.

TODA was part of the team that developed a retail store and barber shop for American Crew and Art + Science Salon. TODA created a series of design proposals for signage, branding and retail space concepts with the goal of creating a dynamic men's retail barber space geared towards the classic 21st Century man.

Represented by We Are Casey, Claire Benoist is a renowned New York City based still life photographer who specializes in beauty, cosmetics, luxury, accessories, jewelry, food, drinks, beverage, and conceptual photography. TODA designed a visual identity for Claire and created a lyrical typographic treatment for her brand ID. We also designed a high-end print promotion that showcases her various photography work in large format, utilizing premium paper and printing methods.

TODA designed the 2017 Annual Report for American Foundation for the Blind (AFB). Finding inspiration in this year’s report theme, "No Limits", the design featured photographs of dynamic individuals with visual impairments, successfully utilizing a range of innovations in technology that help them meet the challenges that their daily tasks bring them. The report reflected the success of the organizations’ efforts through the year and highlighted the manner in which AFB serves as a guiding force moving toward a clear, bright future for those with visual impairments.

Chipatala Cha Pa Foni (CCPF) or Health Center by Phone, is a mobile health innovation in Malawi, Africa. This nationwide health hotline provides information, advice and referrals on a broad range of health topics including nutrition, cancer, HIV and common health concerns. As part of its roll out to be officially part of Malawi's Ministry of Health's offering to its citizens, CCPF required a new brand identity. Through a series of workshops, visits and creative development phases, TODA worked with CCPF and its stakeholder partners to create a new identity as well as brand guidelines that effectively communicated this service to citizens across Malawi. 

American Crew, The Official Supplier to Men, recently launched a new line of shave and skincare products. TODA worked with the team at American Crew to develop and design the brand and product line. American Crew Shaving Skincare is the first professional grooming brand to offer both shave and skincare in one comprehensive product line. The new product line offers specially formulated products that combine multiple shave and skin benefits into each of its products.

Reuzel is a dutch men's grooming brand created by the Rotterdam based company Schorem Haarsnijder En Barbier. Known as "The Scumbag Barbers of Rotterdam" the team of barbers created a successful men's business and professional product line based on their love of classic barbering and the influences of rock n' roll and its sub cultures. With its success in Holland and global distribution ambitions, Reuzel USA teamed up with TODA to create a website that marketed their unique products to an American audience.

David Raccuglia is a renowned photographer who has produced a diverse portfolio of work characterizing portraits of unique individuals - both known and unknown. David's celebrity portraits have included cultural icons such as Jack Nicholson, Ray Charles and Yoko Ono. TODA designed and produced David's new website, showcasing the range of his work and bringing digital life to his art.

TODA designed a brand book for American Crew - the leading professional men's grooming line. The book was printed with striking black & white and color images bound as a hard cover book. The American Crew brand story and voice was featured in the book, which serves as a global promotion piece and sales tool for the brand.

TODA created a global campaign that positioned men's professional grooming brand, American Crew, as 'The King of Men's Grooming' presenting Elvis Presley as American Crew's brand ambassador. TODA worked with American Crew to create a series of limited edition styling products which featured Elvis, and was supported by an extensive marketing campaign which included merchandise, advertising, exhibit, packaging, web, and retail activations.

Designed by Sou Fujimoto, Usagi is a concept store that houses an art gallery, library, and cafe, all-in-one. The Gallery showcases the work of both local and global talent, providing a place of discovery for everyone. TODA created Usagi’s new visual identity which features a dynamic system of active icons that symbolize the creative spirit of the brand. The primary logo represents the overall organization and features an organic visual line drawing that is
inspired by the movement of people within a space. This form embodies personalized adaptability of usagi’s experimental spaces and its commitment
to collaborate with local artists.

TODA designed the brand identity for Allswell, a Brooklyn-based image production company. The bright yellow color and bold typographic treatment of the branding represents the no-drama and clear communicative approach of the production firm. The slanted letter within the logo stands for the uniqueness and creativity of every project they produce, for clients such as Citibank, Nike, Converse and Gillette.

National Sculpture Society (NSS) promotes excellence in sculpture that is inspired by the natural world. TODA recently redesigned the NSS website and created a new masthead design and website for their print publication, Sculpture Review — North America's oldest sculpture arts magazine. TODA provided a comprehensive solution that sought to both modernize and retain the equities of the long-standing institution. A collaborative, research based process provided NSS with a strategic design framework that included a color scheme which relates to the raw materials a sculptor uses: copper, zinc, slate and stone.

TODA developed a brand for the initiative called "NeighborFood", in cooperation with the Two Bridges Neighborhood Council, following the awarding of a grant by desigNYC, an organization in NYC that facilitates pro bono projects that increase the quality of local life through grants and community outreach. Two Bridges neighborhood lost Pathmark Supermarket to Hurricane Sandy in October 2012 as well as access to affordable, fresh produce and prepared foods. NeighborFood includes a guide (printed in the three prominent languages: English, Spanish, and Chinese) with a map to local businesses that carry fresh and affordable food. The initiative aims to create more connectivity and growth for local businesses in Two Bridges Neighborhood.

TODA created an identity for DERT, a start-up book selling enterprise that advocates reading and the spread of literacy. DERT's holistic philosophy to book selling includes a sustainable approach that views the printed book as the ultimate human artifact. TODA created a visual identity that communicates DERT's ground-up and dynamic ethos; creating a clear, sustainable marketing pieces that express a human, personal touch to the exciting endeavor of acquiring books.

TODA has partnered with the social entrepreneurship brand DERT to help in their mission to spread literacy. As part of DERT's business model to raise money for literacy charity, TODA has helped in the development of a collaborative design process that connects DERT with various student designers in to create a range of book products to both inspiring reading and learning and as fundraising tools where profits are donated to literacy efforts. Products include the redesign of classic literature and the design of inspirational products including a series of early childhood learning posters designed by Lise Bye Kjeldsen (a TODA intern and student at The Royal Danish Academy of Fine Arts).

TODA is proud to announce the relaunch of Daylong—one of Switzerland's leading brands in sun protection. Our New York office collaborated closely with our partners in Hamburg to guide our Swiss client in redesigning Daylong. Inspired by the deep traditions of Swiss design & science, the packaging embraces bold typography & vibrant colors to distinguish the formulas, the families, and the brand as a whole. The new brand is sure to stand the heat—whether lounging seaside, trekking the Alps, or winding through town.

TODA principal Marcos Chavez and his creative team designed the brand identity for Modern Organic Products (MOP). Since then TODA has developed the brand into the successful international beauty brand that it is today. Throughout this growth period, TODA has participated in multiple aspects of of MOP's marketing and promotional efforts, including product packaging, retail merchandising, promotions displays, print collateral, website development and trade advertising.

The Parent-Child Home Program (PCHP) is an early childhood literacy and school readiness program that provides under-resourced families with the necessary skills and to tools to help their children thrive in school and life. TODA recently redesigned PCHP's website updating the visual presence of the site to better meet the needs of many audiences, from participants of the program to government officials and donors. The website communicates their nearly 50 years worth of research in parent-child interaction and also features a wide range of PCHP resources like recommended books and toys as well as news and calendar pages. See all the features here.

TODA recently created a showcase video for The Parent-Child Home Program, Inc.(PCHP), an early childhood school readiness program that works with at-risk families to ensure that every child has the opportunity to enter school ready to succeed. TODA worked with Los Angels based filmmaker Daniel Kaumpungan to film and photograph one of PCHP's home visits with families. The video was featured at PCHP's recent annual gala held in New York City.

AIGA, the professional association for design, is changing their membership structure and asked TODA to develop a national campaign. TODA's challenge was to effectively communicate AIGA's shift to a membership model that is more accessible and increases participation. TODA created a manifesto that clearly states AIGA's call to action, making it the center of the campaign. The ads feature spirited designers interacting with the manifesto and demonstrate AIGA's new voice, speaking from the bottom up.

TODA recently completed a direct mail print piece as part of AIGA's new efforts to build up membership. The direct mail promotion features detailed information on the merits and levels of membership to the design community and unfolds into a poster size version of the organizations new manifesto. TODA created the manifesto as the centerpiece to the membership campaign that seeks to connect the human attributes of the designer to the profession itself.

TODA has been working closely with AIGA to produce a national campaign for their new membership structure. The latest component that TODA developed is a series of three videos featuring AIGA members telling their own stories about the organization and how it has benefited their career and outlook on design. The focus of the videos is on the voices of the AIGA community to tell the story.

TODA recently collaborated with AIGA, the professional association for design, and influential designer Tina Roth Eisenberg of swissmiss, Studiomates, TeuxDeux, CreativeMornings, and Tattly, to concept a new line of temporary tattoos. The Tattlys, drawn in the old-school flash style, reflect AIGA's mission to facilitate dialogue and cooperation within the design world. Tina hosted TODA at Studiomates for a shoot featuring the new tattoos positioned on Tina herself to be featured on the new AIGA membership renewal post card. TODA was thrilled to work with Tina, the Tattly team, and photographer Julia Robbs, who captured the temporary tattoo magic beautifully.

TODA recently collaborated with alfalfa studio and Cubanica in designing an exhibition at the AIGA Gallery, Design Journeys: You Are Here. The exhibition examines the role of diversity in design by featuring 25 successful design professionals with an emphasis on inclusiveness. Among the installations were a suspended world map made of bright pink string, a larger than life magnetic arrow, and a fill-in-the-blank questionnaire. Each station called visitors to interact and think about the questions: "Where did you come from?" "Why are you here?" and "Where are you going?" The large-scale mural was designed by alfalfa studio for visitors to color in. Opening night was a great success, spurring thoughtful discussions and personal reflections on how each of our own journeys are diverse.

TODA created a dynamic series visual communication assets for a global health care company's human resources department. As part of a re-naming and redesign effort for an online e-newsletter, TODA created a library of icons and illustrations designed to help communicate both employee human interest stories and enterprise-wide announcements. The imageries fun, optimistic and spirited approach provided a fresh contrast to the companies existing corporate standards.

TODA created a poster design as part of a 10th Anniversary event put on by DUMBO Improvement District. Participants were asked to re-imagine the acronym for DUMBO (Down Under the Manhattan Bridge Overpass) and to create a new concept and poster that helped celebrate our historic neighborhood. DISCOVER YO(UR) MIND BLOWING ORIGINALITY was our concept featuring a Dada inspired type and illustration treatment. A great result and a true team effort!

Canteen Magazine is a bi-annual literary/arts journal, which runs after-school tutoring programs for underserved youths in writing and the visual arts. TODA re-design the four color/perfect bound publication, creating a new masthead and typographic/layout standards. Editors JJ Sulin and Stephen Pierson create each issue with a great respect for photography. This recent issue contains stories by three female writers and photography contributors include Walker Pickering (cover image), Jessica Eve Rattner, Mary Ellen Bartley, Charlie Simokaitis and Seth Lowery, among others.

d:fi is a unisex salon brand that provides professional hair styling products to expressive young adults who are pleasure seekers. TODA approached the designs with the concept of sex, drugs, and rock ’n’ roll — translating the emotion of these three into multiple vibrant party-like elements. TODA created several directions incorporating new levels of imagery and deep colors to reflect the feelings and excitement of partying as well as to reenforce d:fi as a professional product line.

TODA worked with Parsons The New School for Design to help launch their exhibition, Re-Imagining Orozco, which celebrates the Mexican social-realist painter/muralist, Jose Clemente Orozco. While coinciding with the 100th year of the Mexican Revolution, this exhibit also features work by visiting artist Enrique Chagoya as well as Parsons students, all inspired by Orozco's murals. Taking lead from Orozco's "Table of Universal Brotherhood" mural, TODA re-imagined a modern version of the table designed and built out of plexiglass, illuminated from within, to stand as a symbol of collaboration. TODA also designed the look of the exhibit collateral to mirror the bold and machine-like qualities present in Orozco's work.

TODA recently designed a print photo promotion for Brooklyn based photographer JJ Sulin. JJ is a master of the art of storytelling through his vibrant photography, inspired by awkward and off-beat moments. The cover and layout of this particular printed promo is a reflection of this, with a broken logo treatment and scattered interior layout.

Brooklyn based commercial and fine art photographer JJ Sulin commissioned TODA to update his brand communication. TODA upgraded his logotype and created a series of print and digital marketing pieces including stationery, emailers and a website. See more at jjsulin.com.

Smooch is a full service New York-based photography retouching company serving as a multi-platform for fashion, beauty, commercial and editorial photography. TODA designed the visual identity and printed materials that reflect a playful yet polished script embodying vibrancy throughout all elements, from its comprehensive portfolio to color choices and typographic treatments. The contrast of the soft glossy logo on the smooth texture of the stationary, creates texture with a modern feel. The continuity of polished color choices and clean compositions is also eminent in the branded materials that also include a witty element to use for various purposes.

TODA created the visual identity for Reader's Digest's new literacy initiative: R.E.A.D Together. The program is a partnership with Parent-Child Home Program and promotes early childhood learning by asking families to read together for 30 minutes a day. The logo was developed using three basic shapes (a square, circle and triangle) to depict an adult and a child actively reading. The identity is the basis of a full social media effort to encourage family reading and includes a web page as well as banner ads that promote the campaign.

TODA participated in a design competition to create a brand identity, campaign, and a fitness course concept for the DUMBO Business Improvement District. Initiated by AIGA/NY, TODA produced a concept that speaks with hopeful enthusiasm while keeping in place the copious attitudes of the creative community in DUMBO. The voice of the campaign captured an optimistic, energetic and rebellious spirit that encompasses various aspects of neighborhood and its residents. TODA conceived of an active (and unexpected) visual icon, using socks as an ideal democratic symbol of the individual fitness effort. TODA developed an iconic visual element (of socks/feet in motion) to function as park identifiers and wayfindng system. The overall On You Feet Dumbo concept connects the local community and inspires active individuals from adjacent neighborhoods to enjoy DUMBO as a destination for both physical and creative growth.

Ruven Afanador is an internationally renowned photographer whose work spans the highest levels of fashion, portraiture and art photography. He has published several books and has worked for the top magazines shooting a wide range of global celebrities. TODA recently designed a new visual identity for Ruven which was influenced by his Columbian heritage and by his affinity for classical beauty with an opulent twist. TODA created a print promotion which features his latest photography work and is designed to be an ongoing print publication that continually updates clientele on his prolific range of work.

TODA was honored to be included in the Art Directors Club open studio night in DUMBO Brooklyn. We opened our space to a variety of creative professionals, showcasing our work, and meeting with attendees to talk about our work culture and design philosophy.

For the second hour we asked guests to participate in a collaborative workshop directing over 30 people to work together to create an enhanced version of Helvetica using basic office supplies and tools (such as tape, string, stickers, post-it notes, scissors, staplers and paper shredders!). The result was an inspirational and energetic process with random individuals banding together to create a magical set of letters that delighted all.

TODA is excited to announce the product launch of MENSDEPT., an exclusive brand of grooming products that targets a high-end male clientele. Over the past two years TODA has been developing the MENSDEPT. brand, creating identity, print, signage and web experiences to give shape and voice to the next evolutionary step in men's grooming.

This season, TODA designed a holiday promotion for Shaw Family Archives featuring the life of John Cassavetes. On one side, the piece functions as a poster featuring Cassavetes and Sam Shaw on set, with a large quote from Cassavetes set in typography reminiscent of his vintage movie posters. On the other side, the promotion contains highlights of the collaborations between Cassavetes and Shaw, and supporting imagery of some key defining moments in Cassavetes' life.

TODA has created a new visual identity for Shaw Family Archives. As a nod to the classic photography of Sam Shaw, most notably his iconic images of Marilyn Monroe, the visual identity mixes classic design principles with inspiration from Sam's forward-thinking perspective. Bold typography, vivid colors, innovative cropping techniques, and metropolitan influences come together to form the new branding system.

TODA worked closely with Shaw Family Archives to extend its brand to the web. In addition to keeping its visitors up-to-date with the Archives' upcoming news and events, the site pays tribute to Sam and Larry Shaw's lives and their extensive body of work. The audience gets an inside view into their personal and professional lives—revealing stories from the past. The physicality of the site is inspired by the experience of working with prints on a lightboard, how Sam and Larry would have experienced their work.

TODA is proud to have been a part of Picnic by Design, a fundraising event benefiting DIFFA, the Design Industries Foundation Fighting AIDS. The event featured over 40 one-of-a-kind baskets designed by renowned New York designers. TODA's basket took inspiration from curiosity and second looks, and created a one-of-a-kind crafty picnic basket with surprising twists. Our basket was sold to the great folks at Judy Case, Inc., who enjoyed an urban picnic and movie night with their fully equipped picnic basket for two.

TODA designed a set of educational course manuals for the leading hair clipper brand, Wahl. The printed course guides each contain a set of educator and student manuals which demonstrate the latest in classic men's grooming technique through photography, text and illustration. The manuals are bound and packaged in a custom slip case which is designed to work in the salon and barber shop environments.

TODA's DUMBO, Brooklyn office was featured on Apartment Therapy. Described as "a multidisciplinary design studio in Brooklyn with sensible style and a heart for well crafted design", Apartment Therapy captures the spirit (and almost every corner) of TODA. Also, don't forget to check out the extra images featured in the extended workspace tour.

Kipling and Clark is a global luxury travel agency that promotes one-on-one conversations and a personalized experience. TODA captured the spirit of the brand by creating a high-end site that the viewer can "explore" through a click-and-drag functionality, over maps or throughout the content. The imagery and writing is focused on delivering the facts through the voice of the founding Lynch Family of Kipling and Clark.

TODA designed a holiday promotional mailer for photographer Jim Hughes showcasing his work in 2013. The snow-white envelope, embossed logo, and seasonally-themed birch tree packaging functioned to protect as well as highlight the vivid quality of Jim's body of work. In each package is a hand-selected assortment of photo prints for those near and dear to the photographer.

TODA is excited to announce the launch of the new ZIP Magazine website.
As part of a full rebranding effort, the website redesign introduces a graphic language that follows the identity system—pulling inspiration from New York and Vienna, as well as capturing a timeless, feminine aesthetic. In addition, the modular site structure allows the diverse content to be accessible and the ever changing homepage to be captivating. Check out ZIP Magazine to keep up-to-date with the latest in Art, Fashion and everything in between.

TODA designed a direct mail promo for renowned photographer Walter Smith that is both modern and artistic, utilizing oversized newsprint paper. Walter selected a direction that features large, interesting crops and layered elements to help visualize his recent works onto a simple publication. The goal was to create a splash on each recipient's desk with a big, tangible representation of the photographer's best and most recent pieces.

TODA worked with Beth Galton to redesign her portfolio website. Beth's food and still-life photography is now presented as an easy-to-search live archive, showcasing her extensive body of work. The site's large format images allow visitors to become lost in crisp, savory details, while the clean layout makes exploring her work easy and enjoyable.

An important part of TODA's process includes creating and leading engaging, collaborative workshop sessions to insight inspiration and gather solutions for a company that comes from within the organization itself. We strongly believe our smartest ideas come from our clients. Let us help you figure out your next big idea!

TODA has been working with the Knight Foundation and Knight Arts to brand components of the Knight Arts Challenge. TODA created a giveaway to be distributed at conferences that contains basic information to introduce people to the Challenge. The giveaway contains a bag with a set of blocks that are featured throughout the Knight Arts Challenge materials, as well as a booklet that highlights the data from the past year's Challenges.

From Hamburg, Germany to Brooklyn, New York is just a few skips away. TODA's offices have been working in sync to create a number of exciting new projects for global brands and local endeavors. High technology and a good, old-fashioned neighborly manners keep our teams connected around the clock and throughout the year. Get a quick view of our offices working together!

TODA is featured on a map created by Pentagram that outlines the New York graphic design scene. The map was created by Pentagram partner Luke Hayman as a clever little guide to New York designers. Done up like Massimo Vignelli's iconic NYC subway map, it assigns 'subway stops' to key figures in the city's design network, both past and present, from Sagmeister Inc. to the late ad-industry pioneer Helmut Krone. Learn more at Fast Company.

TODA's work spans across the areas of visual design. Our environment is a source of influence as we work to find inspiration through our tools and resources. Our philosophy is to keep it simple and pay attention to details. This dynamic allows us to create ideas and products that make our clients happy. Click on the photo, or view all, to get an inside view of our world.