Syndicate Sub Rosa (previously Sub Rosa) is a strategy and

empathic design Empathic design is a user-centered design approach that pays attention to the user's feelings toward a product. The empathic design process is sometimes mistakenly referred to as ''empathetic'' design. Characteristics The foundation of empat ...

studio based in

New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...

. The name '' sub rosa'' is

Latin Latin (, or , ) is a classical language belonging to the Italic branch of the Indo-European languages. Latin was originally a dialect spoken in the lower Tiber area (then known as Latium) around present-day Rome, but through the power of the ...

for "under the rose" referring to conversations being held in secret.

Michael Ventura Michael Ventura (born October 31, 1945) is an American novelist, screenwriter, film director, essayist and cultural critic. History Michael Ventura commenced his career as a journalist at the ''Austin Sun'', a counter-culture bi-weekly newspap ...

founded the company in 2004. Some of Sub Rosa's most notable work includes the White House's 2016 Every Kid in a Park campaign, brand strategy and website design for

Tiger Woods Eldrick Tont "Tiger" Woods (born December 30, 1975) is an American professional golfer. He is tied for first in PGA Tour wins, ranks second in men's major championships, and holds numerous golf records. * * * Woods is widely regarded as ...

, and campaigns for Pantone. In 2021, Sub Rosa merged with branding agency Syndicate X to become Syndicate Sub Rosa. Since 2017, Sub Rosa has been owned by MTM Choice, an independent global network of specialist dynamic brand activation agencies. MTM's founder and CEO, Alexei Orlov, has been accused of discriminatory behavior in previous roles, and was reported by employees to have behaved inappropriately during his business dealings with Syndicate Sub Rosa, including repeated use of a racial slur on a Zoom call with colleagues in 2020.

History

founded Sub Rosa in 2004. *

Advertising Age ''Ad Age'' (known as ''Advertising Age'' until 2017) is a global media brand that publishes news, analysis, and data on marketing and media. Its namesake magazine was started as a broadsheet newspaper in Chicago in 1930. ''Ad Age'' appears in mul ...

named Sub Rosa the Small Agency of the Year in July 2010. * The company launched ''La Petite Mort'', a bi-annual creative writing and photography publication featuring works of the company's employees in January 2014. * In March, 2016 Sub Rosa launched Applied Empathy, a speaker and podcast series. * In May 2017, Sub Rosa released Questions & Empathy, a deck of cards marketed by the company to "improve empathic thinking." * In January 2021, Sub Rosa merged with Syndicate X, a global strategic brand consultancy founded by Hunter Tura, to become Syndicate Sub Rosa.

Notable Projects

* In 2021, Syndicate Sub Rosa became Agency-of-Record for Muji North America. * In 2016, Sub Rosa launched a new corporate brand for Tiger Woods called TGR that serves as an umbrella for his businesses. * Sub Rosa has been Agency-of-Record for

Pantone Pantone LLC (stylized as PANTONE) is a limited liability company headquartered in Carlstadt, New Jersey. The company is best known for its Pantone Matching System (PMS), a proprietary color space used in a variety of industries, notably graphic ...

since 2013, and oversees the company's Color of the Year campaign.

References

{{Authority control Design companies of the United States Privately held companies based in New York City