First Tuesday {June}

First Tuesday {June}




The world you see depends on how you see the world.

These are extraordinary times for communications. The nature of “facts” have been put in question again, for the first time in centuries. But this certainly isn’t anything new.

flatEarthIs Earth round?

• Until 3rd century BC, it was believed that the earth was a flat disk. Scientific advances in the field of astronomy proved, in fact, the earth was spherical.

• That fact was widely challenged by prevailing establishments, backed by campaigns to discredit their discovery.

• Today, the Flat Earth Society continues to challenge it. Their Facebook page has 75,000+ followers.

The digital revolution, a direct extension of scientific achievement, was thought to be the ultimate toolkit to combat misinformation and raise global intelligence. By making information accessible to anyone, the goal of equalizing all members of society with the truth was finally a possibility. That would naturally provide the means for progress by dispelling inaccuracies (and downright lies) because fact checking was easy and instant.


Things were different before the web. Back then, the high cost of TV/Radio broadcasting and print publishing created a barrier to entry that served as a filter. Personal opinions, advertising and political propaganda could only reach mass audiences if they were very well funded. This limited the available media to those few who had extensive financial backing. The high investment stakes brought management requirements, to ensure the dollars flowing into media were well spent. This all resulted in a fairly well organized selection of media outlets.

Now, the internet and social media have opened the floodgates. Anyone can publish anything, with little constraints for accuracy or factuality. The democratization of broadcasting provides fertile ground for organizations like Flat Earth Society to thrive. It’s brought us to the age of Fake News. Alternative Facts. Virtual Reality. These mutually exclusive concepts now feel natural.


VR holds a new opportunity to explore the nature of truth. What’s a real experience when I’m wearing a headset? It feels real. A private concert by
Bjork. Touring a Scottish distillery. Did those things happen?

Brands need to understand the ethical and moral implications inherent in responsible media use. For long-term sustainability, brands cannot pursue short-term profits by manipulating the public through sensationalism and propaganda. History shows that intelligence grows over time, raising the maturity of the audience in detecting misinformation. That’s what revolutions are born from.

Please publish responsibly.

Happy June. Today is First Tuesday




Videos and Essays: Architecture, Design, Food, Places and Art.
– With Jamie Schwartzman

[Watch the new VIDEO here]


Big Mural. Big Challenges.

ROW is a massive creative campus development located in the arts district of DTLA. Covering over 30 acres with 1,300,000 SF of creative office, ROW is an essential element of the evolution of LA. To handle the influx of new creative urbanites, ROW includes a 10-story parking structure located at the main entrance off Alameda. Flux Branding was selected to paint a huge logo on the structure’s tower— nearly 60 feet long from top to bottom.

The project was challenging for two reasons: logistics and artwork. First, the
logo artwork was created without vectors, using photoshop to produce an unusual image quality. The image had to be adapted for stenciling, and a special set of tools were created to produce the handle stippling that was an essential part of the appearance. Next, the logo wrapped the corner of the structure. An “L” shaped swing stage was mounted to the building to provide a lift for the craftsmen to operate on.

After a series of 6 in process critiques to provide written markups on work in process, the mural was finally completed. Visible from great distance, ROW now clearly bears the name of it’s brand. We like that.


Flux Branding was selected to craft a unique brand identity to reflect the property’s progressive character. Beginning with an abstracted dove, the images of peace typically associated with olive branches became the foundation for the visual language. The project includes logo design, leasing center graphics, print collateral, direct mail and more. The project opens to the public this month, and it positioned to achieve above-average rents.

   row5 row4 row3 rowCaseStudy



lauraJeremy looks at the world differently. We like that. Growing up in the military, allowed him to see the country from a variety of perspectives. But his heart and home will always be SoCal.

After studying Art and Design at Cal Poly Pomona, Jeremy developed hands-on experience in his work. Developing an expertise in production with design sensibilities, he worked on luxury brands Infiniti and Audi for 5 years before coming to Flux.

He jokes he is the unsung hero of design. Putting out fires and making magic happen, It has been his role to get the job done and done well. A problem solver at his core he likes to take the lead when it is needed of him.

Sign up for First Tuesday!