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Archivo del Autor: Belen De Leon

Verified Expert Brand Designer: Mark Forscher

After leading design teams at Code and Theory, ABC News, and Newsweek Digital, Mark Forscher retired his managerial hat and decided to start his own creative studio called Under After in 2008. His natural interest in technology coupled with his background in branding and product design, makes him an obvious collaborator for founders looking to launch their company. We talked to him about his creative process, some of his favorite branding projects, and more.  


Mark’s branding philosophy:

“I understand that it can be a challenge for founders to make definitive decisions around picking a logo or picking a color palette. It feels very concrete when a lot of product is about finding the right product/market fit, iterating, testing, and using data to inform the process. So wherever possible, I try to bring that kind of iterative philosophy into the branding approach as well, which tends to work pretty well with founders, especially technology founders.”

On remaining independent:

“The reason why I haven’t scaled up my design business, why I’m not trying to be like a ten-person shop, or even a five-person shop, is because I want to be a collaborator, not a vendor that somebody outsources work to. I think it sets the expectation right up front that we’re both in this together to figure this out. I’m just a person deeply committed to working with the founder.”

On common startup branding mistakes:

“I think one of the biggest things that impacts the success of a branding project is not investing time into it. Sometimes founders think that if they just throw money at a problem, it’ll get solved, and I think they underestimate the amount of time that’s required. It’s not that it takes an extensive amount of time, but their thoughtful feedback at every point in the process is important, and small decisions build up to big ones. It’s hard to do that if the founder’s super busy, and oftentimes founders are busy. Prioritizing that work is important.”

“Incredible brand identity and brand systems design. Thoughtful product strategy and UX design. Truly magical at taking hard concepts and making them easy to understand. A CEO & Founder in NYC

Below, you’ll find the rest of the founder reviews, the full interview, and more details like pricing and fee structures. This profile is part of our ongoing series covering startup brand designers and agencies with whom founders love to work, based on this survey and our own research. The survey is open indefinitely, so please fill it out if you haven’t already.


The Interview

Yvonne Leow: Can you tell me a little bit about how you got started in design and what particularly drew you to branding?

Mark Forscher: I’ve been working in design professionally since 2004. I was at R/GA while I was in grad school, worked on the Nike basketball account, and after finishing an MFA degree at Parsons, I joined Code and Theory. I was one of Code and Theory’s early hires, I think I was the 6th or 7th employee, and was quickly promoted to be their first official creative director. So I learned a lot about how to run large-scale digital projects, from definition, UX, design, to project management I really liked working directly with clients to understand their needs, and to create impactful work.

After Code and Theory, I wanted to work in-house at a media company because I wanted to build digital projects and create longer-term value instead of a single engagement on a contract basis. I was really interested in doing work in the service of good editorial content.


Source: TechCrunch

Phoebe Waller-Bridge Is Working on the Next James Bond Movie

The voice of L3-37 is punching up the script. Also, ‘Big Little Lies’ has a new trailer.
Source: Wired

Microsoft's rumored Xbox One S All Digital may be released May 7 for about $260 – CNET

The discless console is expected to be announced on April 16 for preorders.
Source: CNET

We went hands-on with the Galaxy Fold, and here it is – CNET

Now you can finally see the foldable future for yourself.
Source: CNET

iOS 13 could feature dark mode and interface updates

According to a report from 9to5mac’s Guilherme Rambo, the next major version of iOS for the iPhone and iPad will feature many new features, such as universal dark mode, new gestures, visual changes for the volume popup and more.

Dark mode should work more or less like dark mode on macOS Mojave. You’ll be able to turn on a system-wide option in Settings. Apps that support it will automatically switch to dark mode the next time you launch them. Let’s hope that third-party developers will support that feature. Otherwise, it would be a bit useless if Facebook, Instagram, Gmail or Amazon still feature blindingly white backgrounds.

The other big change is that you’ll be able to open multiple windows of the same app on the iPad. You can already open two Safari tabs side by side, but it sounds like Apple plans to expand that feature beyond Safari with a card metaphor. Each window will be represented as a card that you can move, stack or dismiss.

Other iOS 13 features sound like minor improvements that should make iOS less frustrating. And it starts with new gestures. Instead of shaking your device to undo an action, users will be able to swipe with three fingers on the virtual keyboard to undo and redo a text insertion.

Similarly, Apple could be working on a new way to select multiple items in a table view or grid view. You could just drag a rectangle around multiple items to select them. Once again, Apple is reusing a classic macOS feature on iOS.

Some apps will receive updates, such as Mail and Reminders. The default email client will sort your emails in multiple categories (marketing, travel, etc.) just like in Gmail.

Finally, that annoying volume popup could be on the way out. Apple could replace that popup with a more subtle volume indicator.

Overall, the most exciting change is probably the ability to launch multiple windows of the same app. It’ll be interesting to see how Apple plans to implement that feature and what you’ll be able to do with that. Moving away from the traditional “one app = one document” metaphor could open up a lot of different workflows.


Source: TechCrunch

Tax day frustration: Why can't the pros keep up with financial tech? – CNET

Commentary: Cryptocurrency transactions, peer-to-peer loans — all this data ought to just flow straight into my tax return.
Source: CNET

JBL Live 650BTNC review: An excellent noise-canceling headphone for less – CNET

This $200 noise-canceling headphone serves up impressive sound, making it a more affordable alternative to models from Bose and Sony.
Source: CNET

California DMV proposes rules for testing self-driving delivery vehicles on public roads – Roadshow

It would apply to delivery vehicles weighing under 10,001 pounds.
Source: CNET

Winds May Be Blowing Microplastics Around the World

In the remote French Pyrenees, scientists are finding tiny bits of plastic—likely blown from big cities like Barcelona, 100 miles to the south.
Source: Wired

Match Group restructures exec team with focus on Asia

Tinder parent company Match Group, also the owner of a suite of dating apps including OkCupid, Meetic, Match, PlentyofFish and others, announced this morning plans to restructure its leadership team in order to better focus on the market opportunities for dating apps in Asia. Specifically, the company has appointed three new general managers in Asia to focus on areas like Japan, Taiwan, India, South Korea and other parts of Southeast Asia.

The company explains its decision has to do with the potential it sees for growth outside the U.S. and Europe, where there are more than 400 million singles, two-thirds who have not yet tried a dating app.

One of the new GMs is Tokyo-based Junya Ishibashi, who has been CEO of Match Group’s Eureka business in Japan. He now becomes the general manager of Match Group for Japan and Taiwan.

Taru Kapoor, who’s based in Delhi, will be GM of Match Group India. And Seoul-based Lyla Seo, who previously served as regional director of East Asia for Tinder, is now GM of Match Group for South Korea and Southeast Asia.

Meanwhile, Alexandre Lubot, who has served as both CEO of Meetic and CEO of Match Group EMEA & APAC since 2016, will remain CEO of Match Group EMEA & APAC. He will oversee the brands across Europe, the Middle East and Asia, with the three general managers reporting directly to him.

Meetic, which is Match Group’s European dating app, will now be overseen by Matthieu Jacquier, who has worked as a CPO with the company for a year. Alongside Jacquier, Elisabeth Peyraube will now take on a new role of COO & CFO of Match Group EMEA & APAC.

While Match Group plans for growth across Asia, India has been of particular importance, especially as rival dating app Bumble entered the country last year, where it tapped actress, celebrity and Bumble investor Priyanka Chopra to advise its expansion.

Tinder has also tried to cater to its Indian users with the more recent launches of expanded gender options in its app, and the Bumble-like “My Move” feature, which allows the women to chat first.

However, Tinder’s strategy in India needs to differ from here in the U.S. where it’s now promoting the young, carefree and often less relationship-focused “single lifestyle.” In India (as well as in China and other markets), dating apps today still face challenges due to cultural norms. That’s led to an unbalanced ratio between men and women using the apps in India, a report from The Wall Street Journal found. And when women join, they’re overwhelmed by the attention they receive, as a result.

These issues will require Tinder to adapt everything from its marketing and advertising messages to even its product features in order to better cater to its Indian users. And it requires someone who fully understands the market to lead.

“Taru was originally hired to grow Tinder in India, but a little more than a year ago we increased her responsibilities to oversee the growth of other Match Group products in the country,” said Mandy Ginsberg, Match Group CEO, in a statement about the leadership restructuring. “During that time Tinder has become a big brand in India, but Taru also has meaningfully grown OkCupid’s user base in India over the last six months due to her keen understanding of the market and culture. Her success is a template for how we can approach these emerging Asian markets, particularly when we have stellar talent on the ground that understands the cultural, regulatory and market dynamics at play,” she added.

In Korea, Match Group credits Seo with executing Tinder’s first-ever TV ad campaign, which helped increase downloads in Korea 2.5x from 2016 to 2018.

The company also says Ishibashi more than doubled Pairs’ revenue in Japan since its acquisition in 2015.

Both executives will oversee other Match Group brands in their respective markets as part of their new responsibilities.

Match Group has been growing its footprint in the Asian market for some time. On its Q4 2018 earnings call in February, the company noted it already had teams in around half a dozen key countries throughout Asia focused on its marketing programs and developing the cultural insight it needed to succeed in those regions.

Ginsberg now says she would like to see a quarter of Match Group’s revenue coming from Asia within five years.


Source: TechCrunch

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