America, the Brand

We got an email from Eric Heiman. He heads up a branding studio in San Francisco called Volume. They rebranded Heath Ceramics, among other rad projects.

Thanks to some recommendations, he asked us to "rebrand the United States" for SFMOMA's blog called Open Space, in conjunction with their new exhibition, Six Lines of Flight, opening this fall. 

We gave them the best thing we could think of: the American flag. We were intially only going to submit the flag, but realized it'd be stronger with some inspirational words to support it, and who better to say those words than the king of the inspirational American speech, himself: JFK.

He did America proud (watch).

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Transcript:

The San Francisco Museum of Modern Art
asked The Office of PlayLab, Inc. to rebrand America,
but America doesn't need it.
From it's museums of Modern Art to the Mississippi river,
from it's mass protests to it's McDonald's,
there's a million things happening all the time.
Good or bad, it doesn't matter.
What would a brand do that those things don't already do themselves?
Countries rebrand themselves not for lack of something.
They do it because they're unsure of something.
America is 236 years old.
That's young.
It makes mistakes, but it knows it.
It can be hectic, but it's cool with that.
It succeeds and it fails, but in both cases, it knows it can do better.
As diverse as it is big,
it has 50 states, 198 nationalities and 313 religions.
America doesn't want a consistent brand.
It has no mold to fit into.
It has people, an opportunity, and a flag.
A flag that's on the fucking moon.