This week we kicked off a brand identity project for a client. A pretty common occurrence, but this particular project comes with a twist. Continuum is partnering with Design Museum Boston to craft its brand identity. The twist? The museum is nomadic, existing mainly in a virtual space. Design Museum Boston creates pop-up exhibits throughout New England that educate the general public on the role of design in their lives.

Our challenge? How do you create an identity for an organization that is constantly changing? Fortunately for us, we’ll have your help to find the answer. For the next six weeks, we’re partnering with Core77 on a blog series that will reveal our process and progress as we take on the challenge. Think you know what the Design Museum Boston identity should be? Let us know, we look forward to working with you.

Recently, Continuum staffers Devorah Klein, Principal in Human-Centered Design, and Caitlin Toombs, Program Development Associate, braved a day of basic training at the famed West Point military academy in Hudson Valley, New York. Why, you ask, would these two subject themselves to such torture? They were lucky enough to attend a practice R-Day.

R-Day is the first day of training for the new class of recruits, done each year in the summer. The real R-day is run partially by the more senior cadets, so for a rehearsal, West Point opens up their doors once a year to a select few brave civilians, who allow themselves to be the guinea pigs for a dry run.

The Continuum team wasn’t just in it for the extraordinary stories they’d get to tell us when they got back. Klein and Toombs were interested in how R-Day—so tough that you are supposed to fail and fail fast—could affect behavior change. After all, change is hard. And the military knows a thing or two about effectively managing behavioral change.

How can going to extremes, beyond your personal limit, help you make dramatic changes in your life? What could they teach us about adherence and compliance—and, more importantly, about human behavior?

Find out what they learned in Devorah Klein’s video.

Designing from the Trenches from Continuum on Vimeo.

In Continuum’s work for Preserve, they designed the first truly environmentally responsible toothbrush, one that enables consumers to act green while caring for their pearly whites. Preserve, who has been making toothbrushes from recycled yogurt cups since 1997, partnered with Continuum to decrease their environmental impact—and the Preserve Mail-Back Pack Toothbrush was born.

Combining sustainability practices with brand experience expertise, Continuum developed concepts that led to the creation of the innovative new packaging for Preserve. The lightweight package encases the toothbrush, protects it during shipments, presents it well at point of sale, and doubles as a return envelope. Consumers simply return the toothbrush after use in the envelope and mail it back to Preserve, so it can begin its next life stage. Preserve then turns the returned toothbrushes into plastic lumber that can be used for things such as picnic tables and boardwalks.

Read more  about the sustainability, packaging, and brand work Continuum did on this project and the dramatic sales increase Preserve has experienced because of it.