- "Thorlo's Bold Rebrand Proclaims Socks as Iconic"
The Brand Identity · Jun 3, 2025
High Tide has rebranded American sock manufacturer Thorlo, emphasizing its 40-year legacy and engineering-led innovation. The new identity centers on the concept of 'movement,' featuring a bold custom wordmark, modern typography, and archival imagery to balance heritage with contemporary confidence.
- Top Five Serif Typefaces to Elevate Your Project
The Brand Identity · Apr 3, 2025
The article by Poppy Thaxter on The Brand Identity highlights five standout serif typefaces frequently used in branding projects: LL Bradford, Editorial New, Romie, Tobias, and Reckless Neue. It explores how each typeface has been applied by various studios across industries, showcasing their versatility and aesthetic qualities. The piece serves as a curated roundup of serif fonts that continue to shape contemporary brand identities.
- 8 identities for buildings and developments, with work from Vanderbrand, Campbell Hay and more
The Brand Identity · Jun 29, 2023
The article showcases eight branding projects for architectural developments and buildings, featuring work from studios including Vanderbrand, Campbell Hay, Studio8585, High Tide, Mubien, Houston Group, and Studio Brave. Each identity reflects the architectural and cultural context of its respective development, from retail centers to residential towers, emphasizing modernist influences, typographic experimentation, and material sensitivity.
- The Edit: five projects including Studio Bang-Gu modular type-driven magazine Play Play Laaaaah
The Brand Identity · Oct 12, 2022
The Brand Identity’s 'The Edit' highlights five creative projects from around the world, including Studio Bang-Gu’s modular type-driven zine 'Play Play Laaaaah,' High Tide’s identity for Symbol, DNCO’s metaverse exhibition, Alice Ishiguro Tosey’s photographic book 'Camouflaged Cars of Tokyo,' and Cul-de-sac’s branding for Formi. Each project explores themes of nostalgia, identity, and design innovation across print, digital, and packaging disciplines.
- The Designers: High Tide’s Elizabeth Goodspeed on collaboration, freelancing and design history
The Brand Identity · Mar 11, 2022 · Interview
The Brand Identity interviews designer Elizabeth Goodspeed about her role as Design Director in Residence at New York studio High Tide. She discusses her freelance practice, passion for design history, and how archival research informs her branding work for clients like Inka and Public Wise. The conversation explores collaboration, mentorship, and the value of historical context in contemporary design.
- The Edit: five projects including An Open Understanding’s cinematic identity for gaming studio FWS
The Brand Identity · Feb 2, 2022
The Brand Identity’s 'The Edit' highlights five creative projects from around the world, including An Open Understanding’s cinematic rebrand for gaming studio Fire Without Smoke, Workbyworks’ modular identity for Shanghai’s Perfect Print, and Ana Rita Morais’ typographic calendar supporting BIPOC students. Additional features include Harrison Gyde’s nostalgic rebrand for fashion label OVNA OVICH and High Tide’s cinematic album packaging for musician Leon Michels.
An Open UnderstandingFire Without SmokeWorkbyworksFire Without SmokePerfect Printbranding
- Danny Miller on High Tide’s ‘Design Director in Residency’ programme and the value of mentorship
The Brand Identity · Jul 5, 2021 · Interview
The Brand Identity interviews High Tide co-founder Danny Miller about the launch of their 'Design Director in Residency' programme, which brings in international designers for five-month mentorship and collaboration periods. The inaugural resident, Austrian designer Kristina Bartosova, leads creative projects and co-develops a limited edition product with the team. Miller discusses the value of mentorship, remote collaboration, and how the pandemic inspired new ways of working.
- WORKING FROM HOME with Brooklyn-based studio High Tide
The Brand Identity · Apr 1, 2020 · Interview
The Brand Identity’s 'Working From Home' series interviews Brooklyn-based studio High Tide about how its team has adapted to remote work during the early months of the COVID-19 pandemic. Co-founder Danny Miller and team members share their routines, work setups, and strategies for staying motivated and connected while working from home. The piece highlights the studio’s positive approach to maintaining creativity and balance amid disruption.
- The Edit: five new projects including REMAINS by Edgar Kirei and Polina Ivanova
The Brand Identity · Feb 13, 2020
The Brand Identity’s 'The Edit' roundup highlights five new design projects, including REMAINS by Edgar Kirei and Polina Ivanova, a grooming brand identity inspired by hair textures. Other featured works include restaurant branding by Radość Agency, an architectural identity by Ground and Hugmun, an exhibition identity by Gemma Mahoney, and packaging design for Care/of by High Tide.
Radość AgencyGroundHugmunREMAINSMin’s Tablebranding
- Resy by High Tide
The Brand Identity · May 31, 2019
New York studio High Tide refreshed the brand identity for restaurant booking platform Resy. The update retains the recognizable box logo while introducing custom illustrations by Jean Julien to enhance the brand’s presence across digital and physical applications.
- Mexicue by High Tide
The Brand Identity · Jun 14, 2018
The Brand Identity features High Tide’s rebrand for Mexicue, a restaurant chain blending Mexican and Southern American cuisine. The new identity uses bold typefaces, a lively color palette, and a sun illustration to reflect the brand’s growth and celebratory spirit.
- High Tide
The Brand Identity · Jun 2, 2017 · Interview
The Brand Identity interviews Danny Miller of New York-based design studio High Tide about the agency’s origins, evolution, and approach to branding. Miller discusses projects for clients such as Dig Inn, Sweet Whistle, and Warby Parker, highlighting the studio’s focus on meaningful design, tactile materials, and collaborative processes. The conversation also touches on the inspiration drawn from New York City and the studio’s growth into a multi-disciplinary team.
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