Partners & Spade

Last updated

Mythology
Company type Private
IndustryBranding, marketing, advertising, design
PredecessorPartners & Spade
Founded2008
Founder
Headquarters Manhattan, New York, US
Key people
Anthony Sperduti (Founder)
Audrey Attal (Partner and creative director)
Sophie Mascatello (Partner and head of design) [1]
Website mythology.com

Mythology (formerly Partners & Spade) is a New York City-based branding and design studio specializing in brand identity, advertising, and retail/experiential design. The firm originated in 2008 as Partners & Spade, founded by Andy Spade and Anthony Sperduti, and rebranded as Mythology in 2018 with Sperduti continuing in his administrative role. [1] [2]

Contents

The agency's work has included brand and retail projects for U.S. consumer companies across fashion, beauty, technology, and food sectors. [3] [4]

History

Partners & Spade

Partners & Spade was established in 2008 by Andy Spade and Anthony Sperduti in Manhattan. Early projects included retail and brand concepts that combined store design, product storytelling, and campaign work; in 2008 the studio worked on J.Crew's Liquor Store menswear shop in Tribeca. [5]

In 2012, Partners & Spade collaborated with Warby Parker on a traveling pop-up shop and on the company's flagship store in SoHo. [6] [7] The firm contributed to brand development and the launch of the men's grooming company Harry's in 2013. [8] [9] The same year, Partners & Spade launched Sleepy Jones, a loungewear line referencing artists such asDavid Hockney, Pablo Picasso, and Jean Seberg. [10]

In 2014, Partners & Spade contributed to Whole Foods Market's national advertising campaign. [11] In 2016, the studio collaborated with technology and audio companies on retail initiatives, including the Sonos flagship store in SoHo. [12]

Mythology

In 2018, Partners & Spade rebranded as Mythology, with Anthony Sperduti remaining in charge. [1] [13] Cofounder Andy Spade had left the studio prior to the rebrand. [13] [14] Mythology expanded its management team; Audrey Attal serves as partner and creative director, and Sophie Mascatello as partner and head of design. [1]

In 2019, Mythology and PR firm Derris announced Project Mercury, a joint venture to work with very early-stage founders via an open-application process. [13] From 2020 to 2024, Mythology was credited on multiple campaigns, including JUST Egg's Earth Day initiative developed with Known, [15] and creative work for Meta Quest's Supernatural VR fitness platform starring Jane Fonda. [16]

In 2023, Mythology published Work in Progress, a visual archive outlining its iterative process across identity, spatial design, and advertising. [17]

In November 2024, Mythology collaborated with Target Creative, the retailer's internal marketing team, to develop holiday advertising that introduced "Kris," a reinterpreted Santa Claus figure, as part of a move toward presenting two separate seasonal campaigns. [18]

Film

Partners & Spade produced or developed several independent film projects. The Black Balloon won the U.S. Short Fiction Award at the 2012 Sundance Film Festival. [19] The studio developed the story for The Pleasure of Being Robbed , directed by Josh Safdie and screened in the 2008 Directors' Fortnight at Cannes. [20] Other projects include Paperboys , a short documentary by Mike Mills, [21] and Dimmer, directed by Talmage Cooley, which is held in the Museum of Modern Art. [22]

See also

References

  1. 1 2 3 4 "Meet an Indie Agency: Mythology". Indie Agency News. September 11, 2019. Retrieved April 12, 2025. Mythology is a rename of the branding agency Partners & Spade.
  2. ↑ "About – Mythology". Mythology.com. Retrieved April 12, 2025. Founded by Anthony Sperduti, Mythology continues the work he began at Partners & Spade.
  3. ↑ Foster, Tom (April 2014). "How to Create a Cool Brand". Inc. Retrieved July 12, 2021.
  4. ↑ O'Brien, Glenn (April 27, 2009). "Partners & Spade". Interview. Retrieved July 12, 2021.
  5. ↑ Albo, Mike (September 18, 2008). "A Package Store for Preppies" . The New York Times. Archived from the original on July 8, 2025. Retrieved November 27, 2025.
  6. ↑ Miranda, Eugenia (April 11, 2012). "Glasses Menagerie: Warby Parker Celebrates Its First Flagship Store". Vogue. Archived from the original on May 1, 2013. Retrieved April 22, 2013.
  7. ↑ Schneier, Matthew (April 11, 2012). "Warby Parker: To See And Be Seen In Soho". Style. Archived from the original on April 14, 2013. Retrieved April 22, 2013.
  8. ↑ Tschorn, Adam (March 22, 2013). "Meet Harry's, a new online-only go-to for guys' grooming gear". Los Angeles Times. Retrieved April 22, 2013.
  9. ↑ Tschorn, Adam (March 23, 2013). "Andy Spade is old-school cool". Los Angeles Times. Retrieved July 12, 2021.
  10. ↑ Beddie, Alainna Lexie (April 18, 2013). "Sleepy Jones". T Magazine. Retrieved July 12, 2021.
  11. ↑ MacVey, Matt (November 18, 2014). "Whole Foods Rolls Out First National Advertising Campaign". Advertising Age. Retrieved July 12, 2021.
  12. ↑ Sawers, Paul (July 12, 2016). "Sonos gives a glimpse into its new flagship NYC retail store, featuring 7 custom-built listening rooms". VentureBeat. Retrieved July 12, 2021.
  13. 1 2 3 Beer, Jeff (November 20, 2019). "The agencies behind Warby Parker launch a new project to find the next great brand". Fast Company. Archived from the original on November 20, 2019.
  14. ↑ Frommer, Dan (April 18, 2020). "Designing in a crisis". The New Consumer. Archived from the original on April 23, 2020.
  15. ↑ Wood, Shawn Paul (April 14, 2022). "JUST Egg trolls Congress on Earth Day". Campaign. Archived from the original on April 14, 2022. Retrieved November 27, 2025.
  16. ↑ Siegel, Fern (December 24, 2024). "Jane Fonda Revamps Fitness In Supernatural's VR Workout". MediaPost Agency Daily. Archived from the original on November 11, 2025. Retrieved November 27, 2025.
  17. ↑ Thaxter, Poppy (January 23, 2023). "Mythology share the creative flow and process of their branding projects in Work in Progress 2023". The - Brand Identity. Archived from the original on June 24, 2023.
  18. ↑ Kiefer, Brittaney (November 14, 2024). "Target Shifts Holiday Marketing Strategy With Two Campaigns". Adweek. Archived from the original on November 14, 2024. Retrieved November 27, 2025.
  19. ↑ "Red Bucket Films' Josh and Benny Safdie Premiere The Black Balloon Tomorrow at BAM Cinemafest". Paper. June 22, 2012. Archived from the original on January 4, 2018. Retrieved January 3, 2018.
  20. ↑ Kohn, Eric (October 2, 2008). "iW Profile - "The Pleasure of Being Robbed" Director Josh Safdie". IndieWire. Retrieved January 3, 2018.
  21. ↑ "PAPERBOYS by Mike Mills @ Brooklyn Film Festival". Brklyn Film Festival. Retrieved November 27, 2025.
  22. ↑ "DIMMER by Talmage Cooley @ Brooklyn Film Festival". Brklyn Film Festival. Retrieved November 27, 2025.
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