Posts Categorized: Branding

Brand Update: Mulletmyth Studio

With all the growth we’ve experienced in the last year, we felt it was time to update our studio brand to reflect that shift. We took a long, honest look at ourselves, and came away with what we believe is a strong new direction for our young agency. 

And so, we’re immensely proud to introduce to you the newest incarnation of Monomyth:


But why mullets, you ask? The answer is quite simple. 

Branding is about impressions, about real and memorable experiences, and few things in this wide world make such an impression as a perfectly sculpted mullet. 

In the age of the Millennial takeover, we need to keep in mind that businesses succeed when they are true to themselves, when their values are in line with the beliefs of their consumers. We believe our current and future clients value the personality we put into the work we do, the fun-loving relationships we’ve built, and the fact that, when it’s necessary, we can let our hair loose and still get down to business. Thats why we’re convinced the mullet is the hairstyle of true creative professional.


Mullets are all about excess – louder, bigger, braver. We wanted our new logo to be all of that. And more. So we made it with more. It has more letters. More rule breaks. More guides. More angles. More inconsistencies.


The mullet has always been the haircut of rebels. Bowie. Swayze. MacGyver. Norris. These names evoke the true nature of power and original thinking. They represent revolutionary shifts in culture. 

Mullets fight convention, drive individuality, give people the opportunity to find their true self. This is what we do for our clients—we create the opportunity for them to express themselves. To discover their inner mullet. 

At Mulletmyth, you’re the business. We’re the party.

Check out our kickin’ new website here.

Marana Center Project Highlight

Marana Center logo

Marana Center is a factory outlet shopping center Northwest of Tucson, Arizona. Our client, Vintage Partners, developed the property as a lifestyle center, a place for the people in the communities north of Tucson to shop and explore, outside of the confines of a traditional indoor mall.

We were asked to create an identity and web experience for the shopping center. We developed an identity that pays homage to the desert landscape and the nearby Tohono O’odham tribe. 

Marana Center color palette

We referenced basket weaving patterns and textures in the brand’s logo and related imagery, using the M’s as the hidden but foundational structure. We also created a simplified version of the logo to imprint into the concrete in the plaza.

The color palette alludes to a modern Southwest. It coincides with the desert landscape without blending in or getting lost.

Marana Center web experience

The web experience functions as a landing page, focusing on new releases for people to keep up with the development of the center. It is a site that can be expanded upon easily, a temporary introduction to Marana Center while it is under construction, with room to grow. 

 Marana Center brand inspiration

One Thing You Learned About Branding in Psych 101

How much do you actually remember about that class you took freshman year? Maybe something about Freud. Maybe you remember how to draw a neuron (or not, we don’t). Recently, while we were listening to Carolina Rogoll talk about her book Star Brands in the Design Matters podcast with Debbie Milman, we were transported back to our lecture desks, pen and paper in hand, all of a sudden taking notes on Maslow’s hierarchy of needs.

As a brief summary, Maslow’s hierarchy of needs is a psychological theory that was developed in the midcentury. Essentially, Maslow created a pyramid that categorized five facets of human needs:

    1. Physiological: air, food, water, sleep, etc.
    2. Safety: personal security, financial security, health and well-being, etc.
    3. Love and belonging: friendship, relationships, family, etc.
    4. Self-esteem: how someone feels about themselves in relation to the world.
    5. Self actualization: the desire to be the most that one can be.

The bottom half of the pyramid represents the more foundational, survival-based needs. The top of the pyramid represents the more immaterial things a human needs.

Rogoll uses this theory to analyze successful brands all over the world. Since brands and products exist to solve human problems or meet human needs, successful brands know their place in this hierarchy.

maslow and branding

Higher Order Purpose & Branding

According to Rogoll, one of the most important characteristics of a “star brand” is having a higher order purpose. These brands stand for something greater, speaking to a higher ideal i.e. the top half of the pyramid. Essentially, these are brands whose focus is beyond the product or service they sell. In this podcast, she uses Google as an example. Their higher order purpose is to organize the world’s information—not just be a search engine. Brands need to be able to explain why they exist, but in a broad enough way that they allow for growth and adaptation.

An important part of assessing a brand is deciding where delivers on human needs. By putting your brand’s focus higher on the pyramid, you’ve created a purpose that transcends. Tangibly, your product or service might serve lower on the pyramid, but your brand should be known for accessing humanity’s more elevated needs.

Rogoll also uses Apple as an example. One of the most famous brands in the world has palpable products and services: computers for work, phones for communicating with loved ones, iPads for playing Minecraft, etc. Realistically, Apple focuses on the social level of Maslow’s hierarchy, maybe safety if you consider the fact that most of us need a computer to make a living wage. However, Apple’s branding doesn’t acknowledge the tangible. Apple’s branding focuses on the higher ideal of “Think Different,” and “Here’s to the crazy ones….” Thus, Apple’s branding works within the esteem and self-actualization sections of Maslow’s pyramid. Yeah, you’re buying a computer, but when you’re buying a computer from Apple, you’re buying their ideals, you’re buying the possibility of changing the world.

This is what successful brands do well: provide tangible products and services that are useful, but also establish a sense that we will achieve something greater for buying it.

Out of curiosity, we took a look at one of our most recent branding projects, The Bloguettes. Though we didn’t go into the project with Maslow’s hierarchy of needs in mind, it’s interesting to see where it fits in. Making sure a brand has a higher order purpose in mind is an innate part of our jobs, but thinking about it in these terms allows us to focus on what that higher order purpose is.

The Bloguettes provide education, information and business resources to their members. Essentially, they sell their knowledge about creating a successful online presence for businesses via membership subscriptions, events, workshops, and classes. This is tangibly what the brand does: they provide a way for you to learn how to monetize your business online, which in turn increases your profits. They also provide a social atmosphere that allows you to be a part of a community of entrepreneurs. However, their higher order purpose thrives in the “self-esteem” section of Maslow’s hierarchy. Their branding says that by participating, by taking these classes and educating yourself to help your business succeed, you will feel accomplished. Continually, by teaching you to grow your business, the Bloguettes are asking you to be everything you can be, inspiring their consumers to take leaps in what they call the “entrepreneurial age.”

Questions to ask when discovering a brand’s higher order purpose:

  • What practical products and services is the consumer buying from this brand?
  • What beliefs, values, and ideals does this brand hold?
  • Who are the consumers of this brand?
  • What kind of language does this brand often use?
  • How do consumers ideally feel after purchasing a product or service from this brand?
  • What sets this brand apart from their competitors?

People who are successful in branding naturally feel inclined to create a higher order purpose for their brands. Maybe they answer these questions without realizing they’ve been asked. However, we like the idea of being able to categorize them, put them into a psychological theory, and talk about them in terms that are widely recognized. It is important for us to be grounded in the idea that all brands need to solve practical human problems and aid to some of our more intangible needs.

Farm to Family Identity


At the end of 2014, Monomyth had the opportunity to work with the Dairy Council of Arizona, the public face of the Arizona dairy farming community. They were gearing up to launch their Farm to Family campaign, an initiative designed to teach and showcase Arizona dairy farms. The Dairy Council will offer tours of local farms to schools, families, journalists and anyone interested in learning how fresh Arizona milk gets from the farm to your kitchen table. The identity needed to be bright, engaging, and appealing to a wide audience, as well as speak to the product and it’s local origin.




With many of its applications still unknown, we needed to keep the identity simple to avoid production complications later on. We focused on creating a mark that would look equally engaging when stitched on a hat or printed on a milk bottle.

After initial research and sketching, our exploration lead us to a mark that was able to embody the Arizona, dairy, and family aspects in one simple icon.

We treated a simplified Arizona state shape as a container, holding a flowing abundance of fresh milk. The splash jumping upward forms a subtle heart, a nod to the care Arizona dairies put into providing only the best food for our families. The client was thrilled with the logo, its story, and its ease of application.


We’ll keep you posted as the logo rolls out this year!





Monomyth was recently contacted by our friends at Splicity, a soon-to-be-launched video app which allows you to create 15-second stories. It has great collaborative features, where users can combine their individual videos into one shared film.

As they were preparing to launch, Splicity approached Monomyth to craft an original typographic mark as a foundation for their branding. Below, you can catch a glimpse of our process and some of the details involved. We encourage you to keep a watch on the app store and check out Splicity for yourself.