Anthony Sperduti

Quotes

• “Our approach was really, ‘how do we substantially elevate the look and feel without losing that signature wit and personality?’”

• “It should signal to guys that just as they’ve evolved to care more about their grooming and routines, so have we.”

Articles & interviews

• Creech is what happens when a writer and a designer start a studio

  The Brand Identity · Mar 12, 2026 · Interview

  The Brand Identity interviews Ashley Jones and Griffin Creech, co-founders of New York studio Creech, about their writer-designer partnership and philosophy of integrating language and design from the start. They discuss their approach to meaningful, health-oriented branding, the impact of their AG1 rebrand, and collaborations with founders like Steve Ells and Tom Cortese. The conversation highlights their hands-on creative process and values-driven project selection.

  CreechPartners & SpadeMythologyAG1Counter Servicebranding
• Mythology Leads Major Rebrand for Personal Care Brand Harry's

  The Brand Identity · May 14, 2025

  The Brand Identity features Mythology’s rebrand of personal care brand Harry’s, marking its first major visual overhaul in 12 years. The New York studio, collaborating with COLLINS, introduced a bold electric blue palette, a custom flared serif wordmark by typographer Sunny Park, and refined packaging to reflect Harry’s evolution beyond razors. The new identity balances modernity and warmth, signaling the brand’s maturity while retaining its approachable personality.

  MythologyCOLLINSHarry’sbranding