Unranked agency
COLLINS organises its brand consultancy around business situations such as refreshing an established identity, repositioning, expansion and simplifying a portfolio. Its published work includes Target's up&up packaging system, illustrating how a shared identity can adapt across product categories. The agency's company page lists New York and San Francisco offices. Buyers considering a substantial brand change should examine how strategy, design and implementation connect, and which parts of the proposed programme are tailored to their business.
New York, United States
Established businesses revisiting their positioning, consumer brands managing large product ranges, and organisations simplifying a portfolio of brands.
Added after the 2026 ranking closed, with no ranking position, capability score or award.
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New York and San Francisco offices are listed on the LinkedIn company page linked from the official website. The New York listing is used for this profile; delivery location should be confirmed.
Start with a written decision brief covering the business problem, customer groups and assets already in use. Request separate milestones for research, positioning, identity and rollout, with a named decision-maker at each stage. For large ranges, ask for representative category testing before approving all adaptations. Confirm artwork ownership, font and image licences, implementation partners and support after handover. Fees, capacity and timelines require a direct proposal; no standard commercial terms were established in the reviewed material.
The Brand Refresh programme includes positioning, narrative and messaging. Buyers should identify the commercial problem first, then agree what research will distinguish a positioning issue from problems with the product, distribution or customer experience.
View service evidence ↗COLLINS lists identity design, systems and product-brand integration within its refresh programme. Define the applications that must be delivered, the assets that should be retained and the practical tools internal teams will receive.
View service evidence ↗The Architecture Restructure programme covers business analysis, portfolio rationalisation, brand hierarchy and naming conventions. Ask how proposed changes will be evaluated against customer understanding, transition costs and the needs of future acquisitions or products.
View service evidence ↗The up&up project documents packaging and navigation across multiple categories. For a comparable brief, separate master design from adaptation, production artwork and supplier checks, and specify who approves mandatory product information.
View service evidence ↗COLLINS describes working with Target's team on a design system for up&up, combining a shared logotype with category-specific colours and navigation. The case study also records occupational therapist input into packaging usability. This is a concrete example of balancing range consistency with different shopping contexts. The agency's reported preference and commercial figures have not been independently verified for this listing.
Read the published work ↗Published by the agency. Results have not been independently verified.
Programme pages describe intended benefits and selected past outcomes, not guaranteed results. A successful identity case study does not establish expertise in every category or confirm that production, media buying or ongoing implementation is included in a new engagement.
No verified retainer or rate is recorded in this profile. Ask for a scope-specific quote, including the billing currency, taxes, media spend, production costs and any local delivery partners.
Agree the named team, approval responsibilities, reporting timetable, usage rights and handover before commissioning work. These are procurement considerations, not confirmed contract terms.
5 public sources reviewed. Checked 11 October 2026. Added 11 October 2026.
COLLINS organises its brand consultancy around business situations such as refreshing an established identity, repositioning, expansion and simplifying a portfolio. Its published work includes Target's up&up packaging system, illustrating how a shared identity can adapt across product categories. The agency's company page lists New York and San Francisco offices. Buyers considering a substantial brand change should examine how strategy, design and implementation connect, and which parts of the proposed programme are tailored to their business.
Established businesses revisiting their positioning, consumer brands managing large product ranges, and organisations simplifying a portfolio of brands.
No verified retainer or rate is recorded in this profile. Ask for a scope-specific quote, including the billing currency, taxes, media spend, production costs and any local delivery partners.
Start with a written decision brief covering the business problem, customer groups and assets already in use. Request separate milestones for research, positioning, identity and rollout, with a named decision-maker at each stage. For large ranges, ask for representative category testing before approving all adaptations. Confirm artwork ownership, font and image licences, implementation partners and support after handover. Fees, capacity and timelines require a direct proposal; no standard commercial terms were established in the reviewed material.
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