For all the brands bring­ing man­u­fac­tur­ing back home, Amer­i­can prod­ucts are still too hard to find on a mass scale. JCPenney came to us to create a new brand from scratch including the nam­ing, strategy and design of a retail system to organise, identify and sell American-made prod­ucts through­out all of its stores nationwide. We designed Flagged to pull American-made brands together, to give them a spe­cial home, to offer them a plat­form, to ele­vate their cat­e­gory and to give them a sym­bol that united them as one. The brand was conceived to be imme­di­ate and pow­er­ful in its abil­ity to project a mes­sage of Amer­i­can pride with­out telegraph­ing the his­toric, dis­tressed, or nos­tal­gic tomes of the past and, in time, become a trusted and sought after certification of authenticity.