Redesign effort headed by Gretel's former employee instigated
Independent agency Rethink has taken a significant step forward in its creative journey by launching a new design practice. The focus of this practice is on integrating strategy, creativity, branding, and design to provide a comprehensive service offering.
The new design practice, Rethink Design, delivers everything from brand strategy and visual identities to packaging and design systems. It places a strong emphasis on conceptual thinking and visual storytelling, making it a distinctive offering in the industry.
Rethink New York has appointed Tara Lawall as its Partner and Chief Creative Officer. This is a promotion for Lawall, who has been a valuable member of the team. In her new role, Lawall will oversee the creative direction of the agency, working closely with the existing leadership team.
Rethink's leadership includes executive creative director of design Rich Greco, previously a design leader at JKR and Droga5; partner and executive creative director Hans Thiessen, a longtime Rethink exec; and Rethink partner and group creative director Alex Bakker.
The elevation of design to be equal in priority and importance to advertising within the agency structure is a strategic move by Rethink. This approach reflects their intention to present design not merely as a support function but as a central practice capable of driving brand success through integrated, strategic, and creative design solutions.
Larissa Marquez, formerly of Gretel, has joined Rethink as managing director of the new design group, based in New York. Marquez reports to Sean McDonald, Rethink's partner and global chief strategy officer.
Rethink has never packaged design as part of its offering on par with its advertising services, but has done award-winning design work for clients such as Kraft Heinz, Molson Coors, and KitKat. With the launch of Rethink Design, the agency aims to benefit from its broad client relationships while maintaining a sharp focus on design quality and output.
The design practice will operate across Rethink's North American offices in New York, Vancouver, Toronto, and Montreal. This expansion allows the agency to offer its design services to a wider client base and tap into the diverse creative talents within its network.
With the appointment of Tara Lawall as Partner and Chief Creative Officer and the launch of Rethink Design, Rethink New York is poised to make a significant impact in the design industry. The agency's commitment to integrating design and strategy, and its focus on quality and output, sets it apart from its competitors.
[1] Source: Adweek
In this new role, Tara Lawall will be responsible for leading the creative direction of the agency, working closely with the existing leadership team. Larissa Marquez, formerly of Gretel, has joined Rethink as managing director of the new design group, based in New York.
The design practice aims to benefit from Rethink's broad client relationships while maintaining a sharp focus on design quality and output. It offers a full spectrum from brand strategy to design execution, including visual identities, packaging, and systems. The practice is highly conceptual and combines strong strategic thinking with strong visual storytelling.
Rethink Design's strategy and focus include combining strategic thinking with visual storytelling in a highly conceptual way, offering a full spectrum from brand strategy to design execution, elevating design to be equal in priority and importance to advertising within the agency structure, benefiting from the agency’s broad client relationships while maintaining a sharp focus on design quality and output, and operating under experienced leadership with strong creative and strategic expertise.
This approach reflects Rethink’s intention to present design not merely as a support function but as a central practice capable of driving brand success through integrated, strategic, and creative design solutions.
In her new role as Partner and Chief Creative Officer at Rethink New York, Tara Lawall will lead the creative direction of the agency, working closely with the existing leadership team. Larissa Marquez, formerly of Gretel, has joined Rethink as managing director of the new design group, based in New York. The design practice, Rethink Design, aims to maintain a sharp focus on design quality and output while benefiting from Rethink's broad client relationships, offering a full spectrum from brand strategy to design execution, including visual identities, packaging, and systems. This approach elevates design to be equal in priority and importance to advertising within the agency structure, reflecting Rethink's intention to present design as a central practice capable of driving brand success through integrated, strategic, and creative design solutions.
