The Vitamin Shoppe
Founded in 1977 in New York City, The Vitamin Shoppe has grown to be one of the largest purveyors of nutritional supplements in North America with over 500 stores and 20,000 unique SKUs.

The Vitamin Shoppe, while keeping the blue and gold color palette and somewhat cumbersome name, is revitalized by an new iconic symbol conveying a sense of optimism, community, energy and passion.

The Vitamin Shoppe is the "first and only choice for people seeking to own their health."


Agency: Lippincott
Role: Creation, development, and implementation
Black+Decker
The goal was to give Black+Decker a clean, timeless look that took the decorative elements down a notch and emulated the versatility of the brand. The result is a wholly modernized look.


The new Black+Decker logo and brand design is meant to enforce the company’s “powering people” mission.

Agency: Lippincott
Role: Creation, development, and implementation
Mashreq Bank
As ‘mashreq’ translates to ‘where the sign rises in the East’, the identity conveys a rising sun and the new positioning of openness: the financial promise of “opening opportunities”, the service promise of “opening access” and the more human, relationship promise of “opening up” and respect.”

Agency: Lippincott
Role: Creation, development, and implementation

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