Eide Like Our Brand to be

about the market

Eide Bailly approached us with the charge to create a brand that is more about their market than about the firm itself.

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the dish
on websites


the largest professional service firm
and association websites at a glance

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US Food and Drug Administration

just the facts

In 1994, because of our experience designing the EnergyGuide for all appliances, the FDA called us to help with one of the most important consumer initiatives in the past 30 years. But there was one small problem—no money had been allocated by Congress for the redesign of the Nutrition Labeling System. So we took on the project pro bono.

For the next five months, our studio worked several hours each day designing, revising and refining the Nutrition Facts labeling system that currently appears on over 6 1/2 billion food packages. The complexities of the project are not readily apparent to all consumers, but they sufficiently impressed the National Endowment for the Arts to honor our effort with a Presidential Design Award, presented to us by Bill Clinton.

This story began a while ago, with the development of the Nutrition Facts labeling system that’s on over 6.5 billion food packages in the U.S., becoming the de facto standard worldwide for nutrition labeling. Michelle Obama’s Let’s Move! campaign led the American Beverage Association and the Grocery Manufacturers Association to work with their members to pull nutrition information from the back to what’s called “front of pack.”

If possible, industry works to stay ahead of regulations by voluntarily creating its own “regulations” in sync with government mandates. It’s an elaborate dance, but the goal is to create a win-win for industry and government. On one side, manufacturers passionately defend their products. On the other, government seeks—with equal passion—through public policy to protect the health and welfare of its citizens. For the most part (and in this case), this system works beautifully. Woe betide us when it doesn’t; we’re pressed to the edge of cliffs!