BookRenter’s Voice & Online Communications

Recently, Minty Fresh was brought in to help textbook rental pioneer BookRenter.com explore and develop an official brand voice that they could all write to so that their messaging could be more consistent. Also, they wanted the way that they sounded to be more reflective of who they were as a company. These are fun … Continue reading

The Importance Of Good Writing

I’m following a discussion in a Creative Director forum on Linkedin about the complete absence of writers in some design firms. Some felt that it was indicative of the fact that people don’t read anymore (not true). Others said that it was because people don’t understand the value that solid writing can bring to the … Continue reading

The Power of a Public Manifesto

This project began as part of a re-branding effort for the dynamic athletic training brand, TRX. The question: what do we actually stand for? The short answer was that they stand for movement and the relentless pursuit of your goals. The products and training modalities that TRX sells are all about moving your body in … Continue reading

Brand Video: TRX “Who We Are”

TRX is a dynamic functional training company started by a former Navy SEAL Squadron Commander Randy Hetrick. While he was in the field fooling around with some parachute webbing and rubber boat tools in an effort to figure out how keep his body fit, he stumbled on what has now become one of the premier … Continue reading