JAIPUR RUGS


“Sam Barry and the team from Innovatude worked with our designers to develop concepts for our Spring 2015 catalog, and then Sam managed the book, working as a managing editor of sorts, completing the 624-page project in just a couple months. It’s our most beautiful catalog, and our customers rave about it. Sam’s strategic vision led to our best catalog in years; he and his team were collaborative and first rate. I highly recommend Innovatude and Sam.” —Asha Chaudhary, President, Jaipur Rugs

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JAIPUR RUGS


“Sam Barry and the team from Innovatude worked with our designers to develop concepts for our Spring 2015 catalog, and then Sam managed the book, working as a managing editor of sorts, completing the 624-page project in just a couple months. It’s our most beautiful catalog, and our customers rave about it. Sam’s strategic vision led to our best catalog in years; he and his team were collaborative and first rate. I highly recommend Innovatude and Sam.” —Asha Chaudhary, President, Jaipur Rugs

Innovatude worked as Jaipur Rugs' interim marketing director for the first half of 2015, including preparing for five tradeshows/markets, collaborating with licensees on new collections launches, and serving as managing editor for the Spring 2015 catalog. In this role, we oversaw the creative direction and design of the 624-page book, cowrote the editorial at the front of the magazine, and coordinated with the printer. As one customer wrote, "I just finished reading, yes reading, the new Jaipur catalog. It is the best catalog I have ever seen. The photos and copy that accompany the design descriptions are captivating. Jaipur chose their writer well! And the story at the beginning of the catalog about the process of making a hand-knotted rug is one that I will share with my clients and my friends."

 

(Please click below for more images.)

Ditto Residential


In a city dominated by neoclassical architecture and filled with monuments, spunky developer Ditto Residential has charted a very different path. Passionately committed to great, modern design that enables people to live enriching, balanced, urban lifestyles, Ditto has created some of the most talked about spaces in the city. In 2015, on the cusp of rapid growth, Ditto asked Innovatude to define its brand so the future would build on the company's incredible beginnings. We defined the brand, then created two innovative tools: a brief to articulate how every element of design connects with and grows the brand, and an assessment of how well that mission was accomplished. Today, we consult on a regular basis, helping the Ditto team shape their brand expression. We encourage you to learn more about this amazing client at www.dittoresidential.com

Ditto Residential


In a city dominated by neoclassical architecture and filled with monuments, spunky developer Ditto Residential has charted a very different path. Passionately committed to great, modern design that enables people to live enriching, balanced, urban lifestyles, Ditto has created some of the most talked about spaces in the city. In 2015, on the cusp of rapid growth, Ditto asked Innovatude to define its brand so the future would build on the company's incredible beginnings. We defined the brand, then created two innovative tools: a brief to articulate how every element of design connects with and grows the brand, and an assessment of how well that mission was accomplished. Today, we consult on a regular basis, helping the Ditto team shape their brand expression. We encourage you to learn more about this amazing client at www.dittoresidential.com

SHAW INDUSTRIES


New strategy, new brand positioning resurrect a stagnant brand. 

When I assumed marketing leadership for Shaw Hospitality Group in the third quarter of 2011, the company was floundering. The brand lacked relevance and profitability. I decided to reposition the brand around design leadership and a better customer experience. In two years, revenue tripled, and profit increased 5x, shattering every previous benchmark for sales and profitability. 

SHAW INDUSTRIES


New strategy, new brand positioning resurrect a stagnant brand. 

When I assumed marketing leadership for Shaw Hospitality Group in the third quarter of 2011, the company was floundering. The brand lacked relevance and profitability. I decided to reposition the brand around design leadership and a better customer experience. In two years, revenue tripled, and profit increased 5x, shattering every previous benchmark for sales and profitability. 

"Sam has literally been the key driver for innovation and change on our team by transforming our hospitality business platform and strategy. Sam has the strength and savvy to make difficult decisions necessary, and has gained valuable respect across our organization. Among Sam’s many strengths, is his professional approach to build consensus to challenge and move our business forward. AND it’s fun to work to with Sam! 
—Paul Young, Director of Healthcare Markets, Shaw Contract Group

“Sam’s business insights and strong organizational and communications skills helped us design a business plan for a new market segment and produced fantastic results. Sam is one of the most talented people I have had a chance to work with and I would strongly recommend him and his team.” 
—John Stephens, Vice President of Marketing, Shaw Contract Group

 

Services:

  • Understanding the Client
  • Brand Repositioning
  • Brand Strategy
  • Marketing Strategy
  • Creative Oversight
  • Product Portfolio Tranformation
  • Sales Training
  • Trade Shows
  • Print Collateral
  • Website Design and Maintenance
  • Development of Sales Tools
  • Sales Calls
 

(Concepts by Sam Barry and n+a; design by n+a; product design by Shaw Hospitality Group and by David Rockwell with Shaw Hospitality Group)

AMERICAN SOCIETY OF INTERIOR DESIGNERS


To become relevant again, a design association goes back to its roots. 

When the American Society of Interior Designers (ASID) hired the team led by Innovatude’s Sam Barry (then with Gensler Brand Design practice), they had a problem. Perceived as too residential in its focus, ASID feared it was loosing relevance with commercial designers. Sam authored the brand strategy and architecture and, with the team, designed the new identity, website, print collateral, training materials and advertising; in a testament to the timelessness of the brand, the identity and architecture are still being used today—15 years after the rebranding launched.

AMERICAN SOCIETY OF INTERIOR DESIGNERS


To become relevant again, a design association goes back to its roots. 

When the American Society of Interior Designers (ASID) hired the team led by Innovatude’s Sam Barry (then with Gensler Brand Design practice), they had a problem. Perceived as too residential in its focus, ASID feared it was loosing relevance with commercial designers. Sam authored the brand strategy and architecture and, with the team, designed the new identity, website, print collateral, training materials and advertising; in a testament to the timelessness of the brand, the identity and architecture are still being used today—15 years after the rebranding launched.

“Sam led a team in an environment where we needed help to create a clear, consistent and appealing brand image, not only for external audiences but also for the association's own membership. He did an excellent job steering a group with divergent perspectives to see a brand that all could embrace. ASID is still working from the "blueprint" that Sam and his team created.” —Michael Alin, Executive Director, American Society of Interior Designers

 

Services:

  • Understanding the Client
  • Account Leadership
  • Brand Repositioning
  • Brand Strategy
  • Change Management
  • Project Management
  • Copy Writing
  • Print Collateral
  • Website Design and Maintenance
  • Board-Level Presentations

ARLINGTON, VA


ARLINGTON, VA


With over 200 responses to a public RFP, we didn’t expect to win the job to reposition Arlington, Virginia, a city recognized for Smart Growth and a true commitment to sustainability. Once we won the opportunity, we created not only a new identity and brand for the city, but also the online experience, public art and signage/wayfinding and the spaces in which the public interacts with their government. As challenging as the design was, and as trying as multiple public hearings may have been, the reward is a brand that lives on. Design work completed by Gensler; I led the brand strategy component as account executive and project manager.

AFLAC


AFLAC


When the team led by Sam Barry started to work with Aflac, the company had never attempted to bring its brand to life intentionally. Our challenge was two-fold: First, help employees create spaces to store all of the duck paraphernalia they accumulate—effectively minimizing the swag that cluttered work areas—while also intentionally creating a brand experience and branded journey for workers and visitors alike. The project was LEED Silver certified, a winner of the 2011 Design Is Awards as well as Gensler's internal design awards program.

 

Services:

  • Understanding the Client
  • Account Leadership
  • Workplace Design
  • Bringing the Brand to Life in the Workplace
  • LEED Submission Oversight

Provado


"Sam and his team at Innovatude have helped Provado present a more sophisticated, mature brand image to the marketplace. They consistently demonstrate a deep understanding of us, of our customer, and how to differentiate Provado—and they’ve been able to do a lot of this under real deadline pressure. Working with them has been a great experience.”—Fred Bromenschenkel, Owner, Provado Inc.

Provado


"Sam and his team at Innovatude have helped Provado present a more sophisticated, mature brand image to the marketplace. They consistently demonstrate a deep understanding of us, of our customer, and how to differentiate Provado—and they’ve been able to do a lot of this under real deadline pressure. Working with them has been a great experience.”—Fred Bromenschenkel, Owner, Provado Inc.

Custom hospitality case goods manufacturer Provado felt it was time to portray a more professional, polished image for Boutique Design New York. Innovatude crafted a strategy that emphasized the company's roots in hospitality as well as the timeless style of their pieces. In two weeks, we redesigned and relaunched Provado's website, designed new print collateral, and sourced brand activation items consistent with the campaign. Provado enjoyed a very strong BDNY, and we are grateful to have had the opportunity to play a part! 

Services:

  • Campaign Concepting
  • Positioning
  • Website Design
  • Website Development
  • Marketing Collateral
  • Copy Writing

DICKSTEIN SHAPIRO


DICKSTEIN SHAPIRO


A DC-based law firm steps out and breaks away from its competition.

When Washington, DC-based law firm Dickstein Shapiro approached Gensler about a new office and a new ad campaign to go with it, they decided to take a bold new direction with their brand. Embracing the tagline “Experience Innovation” and a strong, graphic direction for their ad campaign, the firm found competitive advantage—and repositioned their brand to fully leverage that advantage. My role: Account Executive, Project Manager, Copy Writer. Design: Gensler DC.

GEIGER | HERMAN MILLER


Shortly after Herman Miller acquired Geiger, as part of a Gensler project team, we designed the Settings product, developed the product marketing materials, and designed a branded environment for NeoCon. 

GEIGER | HERMAN MILLER


Shortly after Herman Miller acquired Geiger, as part of a Gensler project team, we designed the Settings product, developed the product marketing materials, and designed a branded environment for NeoCon. 

Services:

  • Product Design
  • Advertising Campaign
  • Branded Interiors
  • Digital Design
  • Environmental Graphic Design 

ARMSTRONG WORLD INDUSTRIES


ARMSTRONG WORLD INDUSTRIES


“I have worked with Sam…on a number of different projects. In every case the work has been outstanding. While at Armstrong there were several projects that involved creating and building out a customer visitation center, new product ideation, and customer development, to name a few. I highly recommend Sam and the enduring value of his work.” —April LaMon, Chief Marketing Officer

 

"Sam’s marketing and communications expertise is in play from the moment he starts a project and the results are clearly realized in the end result. More importantly, Sam respects and fosters a long term relationship with his clients. He does this by thoroughly researching the environment and the requirements he is solving for and provides clear solutions that are elegant yet “out of the box”. My experiences with Sam’s work and personality have always been positive. As a multidimensional thinker, he provides a logic that embraces the life of a brand in message, environment, design and character.”
—Jim Mathis, former Director of Global Design, Marketing and Product Development, Armstrong World Industries