Alternatives

Alternatives Alternatives, a full service creative agency located in NYC and at altny.com, works with clients to Alternatives—We’re branding experts.

We specialize in building brands, companies and organizations through creative design and strategic marketing across all forms of brand, media and retail.

A day of conversation, collaboration, and creativity at the global event series From Lover To Buyer™, presented by Art A...
05/15/2026

A day of conversation, collaboration, and creativity at the global event series From Lover To Buyer™, presented by Art Asset Class Inc., part of New York Art Week. Josh Room, Head of Global Licensing & Partnerships at The Metropolitan Museum of Art; Jessica Miller, Vice President, External Relations at LVMH North America; and Mark Koch, co-founder of global brand-builder at Alternatives, examine how institutions balance longevity with cultural relevance—maintaining commercial success while responding to the cultural pulse of a generation, the evolving relationship between art, visibility, and commerce, and how the idea of “brand” has become central to cultural production in the digital age.

Celebrating 40 years of relationships by design. 20’sWith the pandemic defining the start of the decade, key drivers be...
05/07/2026

Celebrating 40 years of relationships by design.

20’s
With the pandemic defining the start of the decade, key drivers became digitalization, remote work, and supply chain restructuring. Rapid shifts across global, social, and technological landscapes created instability, economic disruption, and uncertainty. Despite these challenges, advances in medicine and evolving work-life values have been positive.

Women in Data Science
Women in Data Science, founded by Margot Gerritsen, aims to close the gender gap in a predominantly male field, ensuring balanced, inclusive data for a more equitable future. We worked with WiDS to create a design system and website that fosters community and a shared global mission. “Worldwide” was added to the name to signal expansion into a full nonprofit with partnerships beyond Stanford University.

Learn more about our work at altny.com
Display as shown at the Alternatives 40th anniversary celebration.

Celebrating 40 years of relationships by design. USPS / Mr. ZipWhen the zip code was introduced in 1963, Mr. Zip was cre...
05/07/2026

Celebrating 40 years of relationships by design.

USPS / Mr. Zip
When the zip code was introduced in 1963, Mr. Zip was created to promote the faster, more accurate mail delivery. For his 60th anniversary, USPS launched a licensing program to renew connection with the character. We worked with USPS and Global Icons Agency to refresh Mr. Zip, and add new eagle sidekick, B. Franklin, and Farley, the postbox. We developed 2D and 3D versions of each character and a comprehensive style guide for licensees. The characters have been widely embraced, with the hit animated YouTube series “Mail with Mr. Zip” by Moonbug Entertainment reaching 65 million views in its first season.

Learn more about our work at altny.com
Display as shown at the Alternatives' 40th anniversary celebration.

Celebrating 40 years of relationships by design. Just BjörnHalla Tómasdóttir and her husband Björn Skúlason, moved from ...
05/07/2026

Celebrating 40 years of relationships by design.

Just Björn
Halla Tómasdóttir and her husband Björn Skúlason, moved from Iceland to New York for Björn to study nutrition and become a chef, and we became close friends. He talked of his injuries during his professional soccer career, and how he turned to pure marine collagen from the Nordics to heal. Combining his passion for health, culinary expertise, and desire to help others, the Just Björn brand was born. We worked with Björn to develop the brand strategy and support all aspects of the brand from packaging and website to promotion and product development. Björn and Halla later returned to Iceland, where Halla became President and Björn First Gentleman.

Learn more about our work at altny.com
Display as shown at the Alternatives' 40th anniversary celebration.

Celebrating 40 years of relationships by design.CosnovaA global leader in value beauty, Cosnova expanded its flagship br...
04/30/2026

Celebrating 40 years of relationships by design.

Cosnova
A global leader in value beauty, Cosnova expanded its flagship brand, Essence Cosmetics, into North America. We were brought in to develop a strategy addressing key market differences. Through extensive research, we created positioning and messaging that resonated, then launched an integrated marketing program including advertising, social media, a dedicated North American website, in-store graphics, and sampling in 24 cities. We later partnered with Cosnova to develop a new, differentiated brand concept. Our work established a strong foundation for a globally relevant brand and ultimately informed the development of their next sister brand.

Display as shown at the Alternatives 40th anniversary celebration.
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Celebrating 40 years of relationships by design.MargaritavilleCalling Margaritaville “work” doesn’t quite fit, but we’ve...
04/30/2026

Celebrating 40 years of relationships by design.

Margaritaville
Calling Margaritaville “work” doesn’t quite fit, but we’ve partnered with this exceptional company for over a decade. We support their team in building systems that help a growing network of licensees and hospitality partners streamline operations while staying true to the Margaritaville lifestyle and vision. Our work spans categories from lifestyle products to resorts, cruise ships, hotels, and communities. We’ve helped expand the brand into new markets, enabling growth across diverse demographics, psychographics, and economic segments.

Display as shown at the Alternatives 40th anniversary celebration.
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Celebrating 40 years of relationships by design. 10’sThe decade of the ubiquitous smartphone and image-based social medi...
04/30/2026

Celebrating 40 years of relationships by design.

10’s
The decade of the ubiquitous smartphone and image-based social media also saw the rise of the gig economy, reshaping how we consumed content and worked. Viral trends drove increased activism, momentum around climate change, and the legalization of gay marriage. The cultural climate of the 2010s ultimately closed with the pandemic.

IRS
The IRS engaged us to support a rebranding initiative, beginning a multi-year collaboration between the IRS Design Office and Alternatives. We worked with many talented designers—public servants deeply committed to the country and its taxpayers. Partnering with John Jacobin, his team, and IRS leadership, we developed branding systems, programs, materials, and messaging that improved clarity, increased efficiency, reduced costs, and strengthened internal pride.

Display as shown at the Alternatives 40th anniversary celebration.
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Celebrating 40 years of relationships by design. 00’s continued Panama JackThe core of Panama Jack was suncare products...
04/24/2026

Celebrating 40 years of relationships by design.
00’s continued

Panama Jack
The core of Panama Jack was suncare products, but they also had a robust licensing program including everything from sandals to beach umbrellas. Working with CEO Kim Manna, we created a strategy to raise brand perception by creating new bottle shapes, packaging, and updated branding for elevated “shelf appeal” of the suncare line. Sales increased dramatically and we began working on revamping the branding for licensing to raise those products to the same level. The brand grew and our work expanded to the creation, fabrication and installation of Panama Jack freestanding kiosks and stores in airports, and cruise ship destinations throughout Latin America.

Display as shown at the Alternatives' 40th anniversary celebration.
Learn more about our work at altny.com

Celebrating 40 years of relationships by design. TimexTimex was arguably the most popular watch brand in the 1960’s and ...
04/24/2026

Celebrating 40 years of relationships by design.

Timex
Timex was arguably the most popular watch brand in the 1960’s and 1970’s. “It takes a licking and keeps on ticking...” was the iconic tagline embedded into the memory of anyone who was alive with a television at that time. Timex wanted to push the brand from a discount “time-piece” into the performance and technology categories ignited by the fitness trackers that ushered in the new category of “wearables.” We modernized and repurposed “It takes a licking and keeps on ticking” shortening to the positive mantra “Keep On.” The brand was reinvigorated through bold visuals and messaging, retail displays, trade show booths, events, packaging and advertising for the exciting new product lines.

Display as shown at the Alternatives' 40th anniversary celebration.
Learn more about our work at altny.com

Celebrating 40 years of relationships by design. 00’sY2K began with futuristic ideas, and new technologies like the iPo...
04/23/2026

Celebrating 40 years of relationships by design.

00’s
Y2K began with futuristic ideas, and new technologies like the iPod, in a transformative era of daring spirit and tenacity that was impacted early on by the profound tragedy of 9/11. Formerly edgy areas became globalized and upscale with rapid digital transformation, smart phones, early social media, pop-culture maximalism, futurism and bling were tempered only by the 2008 financial crisis.

PrimaLoft
For 12+ years, Alternatives worked with PrimaLoft, the premium insulation inside jackets, gear and bedding, creating advertising, promotions, events, and strategies to grow the brand in the Outdoor & Home markets. PrimaLoft became the dominant player and preferred insulation in the best brands. We were integral in helping PrimaLoft shift from manufacturing to a model that licensed their technology enabling them to build and expand while lowering costs.

Display as shown at the Alternatives' 40th anniversary celebration.
Learn more about our work at altny.com

Address

223 W 29th Street
New York, NY
10001

Opening Hours

Monday 9am - 5:30pm
Tuesday 9am - 5:30pm
Wednesday 9am - 5:30pm
Thursday 9am - 5:30pm
Friday 9am - 5:30pm

Telephone

+12122390600

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