Youth insight company’s brand positioning

For over 20 years, Cassandra has been the leading ongoing study of emerging trends, generational insights, and youth behavior. Cassandra empowers Fortune 500 companies through trend forecasting, research, strategy and marketing services that drive consumer product and content innovation.

Services Provided: Brand Strategy, Visual and Verbal Identity, Website Direction, Design Execution

We worked collaboratively with the talented Cassandra team to redefine the brand. Our team created a new brand platform, internal pillars, a mission statement, values, tone of voice, and visual design language to push the brand forward and rally the team together.

After presenting several concepts and visual platforms we strategically moved toward a statement that summarized the power Cassandra’s insights, reports, and events could unlock for high-level marketing teams and business owners. This new rallying cry and tagline was “See Tomorrow” and it gave leadership and sales a simple way to describe Cassandra’s benefits. To understand youth, is to see the future.


We started by updating the Cassandra type mark with a new font. We then introduced some completely new design elements. First, we introduced a simple "eyecon" that is used when talking about the report's ability to see into the future. Our design team also introduced a chevron that represents The Cassandra Report's "Future Forward" vision.


One of Cassandra’s key offerings is building custom presentations for Fortune 500 companies. We created dozens of keynote templates that the brand experience teams could leverage when building robust presentations.

Our team provided Cassandra with all the tools they needed to relaunch. We gave them visual suggestions on web layouts, emails, sales sheets, stationery, and bold swag items. In addition to the brand guide, we also delivered a comprehensive visual style guide.


“I can’t say enough about the LESS+MORE team. They are truly valuable partners who were able to dive in and understand our brand. The creative team we worked with took a complex vision, with multiple stakeholders involved, and simplified it into a succinct brand platform. They brought strategy, creative thinking, and vibrant design to every step of the process.”

ANDREA SENDEROFF, Director of Brand Strategy / The Cassandra Report

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