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Mark and Beth followed Apple's model: inviting people into a physical space to experience the brand. "On a very micro level, that process worked for us," Mark says. The name was also inspired by Apple. "I'm not an institutional kind of guy," say Mark, who

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Originally appeared in Hero Design Studio
on March 5, 2011
Mark and Beth followed Apple's model: inviting people into a physical space to experience the brand. "On a very micro level, that process worked for us," Mark says. The name was also inspired by Apple. "I'm not an institutional kind of guy," say Mark, who
Mark and Beth followed Apple's model: inviting people into a physical space to experience the brand. "On a very micro level, that process worked for us," Mark says. The name was also inspired by Apple. "I'm not an institutional kind of guy," say Mark, who dropped out of design school when he shopped his portfolio around town and landed a logo and t-shirt gig for a local record store. "It'd be nice to have something hanging on the wall but all my heroes are dropouts, took life by the seat of their pants, and made things happen. That's been a motivation, all those wacky people who had more vision than common sense."

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