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What is in a Brand?

What is in a Brand?

I have been accused of being distracted by shiny objects. 

In fact, I am reminded quite frequently on that point so much so that in our leadership team, I have to run new ideas past the team before we invest in them. Yeah, it's that bad.

However, every now and again, there are some ideas that have some legs and are worth investing in.

After the preliminary steps of financial pro-formas and technical prototypes, it becomes time to get some serious, professional help with the artwork and the "image" of the product. I've been told that I can make the car handle well and go fast, but the paint job, well, bring in the professionals!

That's where our friends at fatrabbit CREATIVE come in

The Fatrabbit CREATIVE team helped us with our branding from our official (and boring) corporate entity to what we absolutely love, navitend.

They introduced us to our awesome sheep logo and since then, we've undertaken the ambition of putting the sheep on anything that moves or is seen. Sweatshirts, t-shirts, hats, COVID-19 masks, sneakers and even navitend socks. We have the sheep on our three Chevrolet vehicles from our friends at Paramus Chevrolet and my BHAG (big hairy audacious goal) is to put the sheep on a NASCAR race car one day. Still working out the budget on that one, I know.

Since then they have helped us with our online platform, and a couple of other projects. Stay tuned!

Contact us at 973.448.0070


  • "We've dedicated our lives to growing our retail and ecommerce business and it's a relief to have found a company like navitend who treats our business likes it's their own. navitend's personal approach to project management and problem solving are top-notch."

    Stamatis, Co-owner Twisted Lily, Fragrance Boutique and Apothecary
  • "Thanks so much!  You are a class act!  
    You and your team have really done an excellent job on this!"

    Steve Van Ooteghem, The C12 Group in Houston, Texas
  • "Thanks so much again for taking care of everything in such an expedient manner. It's a pleasure to work with navitend and its staff as always!"

    Lawrence Wolfin / Textol Systems, Inc.
  • "I appreciate that they didn’t just build the application. They made it better by bringing ideas to the table that not only made for a better user experience, but also kept the development costs down."

    Andy Lynch / North Star Marketing
  • "I look forward to working with you again in the future. Once again, thanks to your organization for your prompt response."

    Luke Wolters / Luke Wolters Tax Consultants
  • "navitend has been a great IT partner for our company.  Their helpdesk response time is the best I have experienced in my 30 year career.  navitend has helped me to have great IT services without the need to have a full time, in house, technician at significant savings to our company."

    Bob Bradley, President, Bradley Graphics
  • "Our company is more efficient and has grown as a result of navitend’s work. navitend helped us get to the next level."

    Greg Niccolai / Madison Insurance
  • navitend’s approach to customer service is greatly appreciated here.  Ensuring that we are well protected from a technology standpoint provides us with peace of mind to continue our day to day operations and that they are looking out for our company's best interest. 

  • “Navitend’s expertise helped our firm over the past year to effectively elevate our I.T. game, powering our website into a highly interactive tool. Well done to Frank and his team!”  

    Chuck Steege, CFP®, CEP, President, SFG Wealth Planning Services, Inc.