Category Archives: In the News

Exhibit Design Awards

Jennifer Jerde, Elixir’s Founder and Creative Director, was hon­ored to be one of seven judges of Exhibitor Magazine’s 24th Annual Exhibit Design Awards. Winners were announced in the May issue of the mag­a­zine and recently pub­lished online.

Samsung Electronics won the top honor for the optical illu­sion they cre­ated via mirror-covered ceiling & walls paired with light pro­jec­tions through the exhibit’s glass floor. The design show­cased Samsung’s new gen­er­a­tion of LED TVs (144 were present on eight floor-to-ceiling columns). Other win­ners — from an impres­sive array of inter­na­tional entries — included Teknion, Automobili Lamborghini, Eternit, Autodesk, Audi, SpinVox, Saudi Telecom, Daimler, Herman Miller, Sony, Yokohama, O.C. Tanner and Ewo.

Keeping Score with the San Francisco Symphony


Elixir is hon­ored to be working with the San Francisco Symphony on an invi­ta­tion to their sneak pre­view of Keeping Score: Season 2. Keeping Score is the San Francisco Symphony’s national project to make clas­sical music more acces­sible and mean­ingful to people of all ages and musical back­grounds, and a key com­po­nent of its almost century-long his­tory of music education.

More than five mil­lion viewers tuned into the first season of Keeping Score on PBS in November 2006 with doc­u­men­taries on Ludwig van Beethoven, Igor Stravinsky, and Aaron Copland. Season 2 fea­tures three new pro­grams that explore the music and sto­ries behind Hector Berlioz’s sym­phonic love letter Symphonie fan­tas­tique; Charles Ives’s sonic por­trait of New England in his Holidays Symphony; and Dmitri Shostakovich’s Symphony No. 5, a work that may ulti­mately have saved his life.

The San Francisco Symphony and Michael Tilson Thomas pre­miere the second season of the Keeping Score tele­vi­sion series on PBS on Thursday, October 15, 2009 at 10 p.m. (check local list­ings). Click here to watch the trailer. The pro­grams work in tandem with an inter­ac­tive web­site,, a national radio series, and a national model edu­ca­tion pro­gram for K-12 teachers that helps them inte­grate clas­sical music into core subjects.

Third annual Tipping Point Benefit exceed$ highest hope$

The May 7 Tipping Point Benefit was a stellar suc­cess by all accounts — finan­cial as well as social. Despite the eco­nomic down­beat, the upscale event was over­sold — and funds raised were over-the-top. Daniel Lurie, Tipping Point Founder & President, acknowl­edged, “We were shooting for $2 mil­lion. We didn’t think we could get to $3, but we did!” Elixir is hon­ored to have upped the pre-party buzz by designing the invi­ta­tion. Daniel Lurie made us smile when he told us, “We had many people say it was the best invi­ta­tion they’d ever received.” Lurie and the board fund 100% of oper­ating expenses, so that every penny donated goes directly to one of the Bay Area char­i­ties vetted {and coached} by the Tipping Point. To learn more about what they do and how they do it, watch this.

Invitation and event collateral: auction preview, program, pledge & table cards.

Invitation; event col­lat­eral: auc­tion pre­view, pro­gram, pledge + table cards.

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Athleta goes for the Gap


Athleta has been acquired by the Gap after a decade of designing women’s ath­letic apparel. The pur­chase was com­pleted last Fall, and Athleta’s web­site recently relaunched under the Gap umbrella of brands…

Elixir worked directly with Athleta founder Scott Kerslake from the ear­liest days, col­lab­o­rating on the name and cre­ating the still-in-use iden­tity. Also, Elixir’s cat­alog con­cept sup­ported ini­tial fundraising efforts. Over the next seven years Elixir evolved the brand’s strategy, cat­alog design, and art direc­tion. Back in the late 90s, both the nascent brand and its cat­alog were inno­v­a­tive, pro­viding a new per­spec­tive by focusing on the con­flu­ence of per­for­mance and fashion.

Our con­grat­u­la­tions to Athleta on its splash into the big brand pond. Go team!


We were floored

Founded in 1980, Claremont Rug Company spe­cial­izes in investment-level art rugs — including room-sized Persian car­pets and rare 19th cen­tury tribal, vil­lage, and court area-size rugs. Elixir is delighted to have just com­pleted our first assign­ment with this new client, a direct mail piece high­lighting recent acquisitions.

For those of you con­sid­ering a flooray into the world of “art for the floor” con­sider the advice of the Financial Times, which has sep­a­rately described Claremont Rug as “one of the world’s best sources of antique car­pets.” You can read more about Claremont’s busi­ness and one-of-a-kind “white glove ser­vice” at the New York Times.

Shown here: a handful of Claremont Rug’s newest acqui­si­tions. At the show­room, you can see, touch, and put your best foot for­ward on museum-quality rugs. {6087 Claremont Avenue, Oakland CA 94618. Hours: Mon — Sat 11.00 am — 6.00 pm}


Hadji Jallili Tabriz — 3rd Quarter, 19th century

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Elixir’s bean selected!


The Coffee Bean & Tea Leaf has tapped Elixir to develop their Holiday 2009 pro­mo­tion. The theme will waft into The Coffee Bean & Tea Leaf’s 700+ loca­tions around the globe this fall, infusing all aspects of the sip­ping, sit­ting, and shop­ping experience.

Elixir will start by estab­lishing a pro­pri­etary brand visual lan­guage that aligns the essence of the Holiday pro­mo­tion with the brand story — from atti­tude and tone to palette, icons and sea­sonal décor. In-store appli­ca­tions will deck the walls, dis­plays, col­lat­eral and pack­aging and extend to rec­om­men­da­tions for gift mer­chan­dising and in-store music.

What’s in store at Hlaska

Elixir began working with Hlaska in 2007, redesigning their web­site and cat­alog to align with the growing company’s new luxury posi­tioning. In 2008, Hlaska opened their first store on Fillmore Street in San Francisco. In antic­i­pa­tion of addi­tional store open­ings, Hlaska has recently asked Elixir to develop a brand visual lan­guage that will inform in-store col­lat­eral, pack­aging, and advertising.

Anthony Mazzei, Hlaska’s founder and CEO, recently had occa­sion to describe his ini­tial expe­ri­ence working with Elixir: “The first thing I noticed about Elixir is how much time they take to ask ques­tions to under­stand our brand. Elixir does not take the easy way, they don’t look for short­cuts.  They are so pas­sionate about our prod­ucts that the work feels seam­less, like they are part of our com­pany. They helped keep our goals both real­istic and ambi­tious. They are always on time, and every­thing they touch looks 50 times better than the orig­inal. They are worth every penny.”

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