Mythology (agency)
Mythology 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.
The agency's work has included brand and retail projects for U.S. consumer companies across fashion, beauty, technology, and food sectors.
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.In 2012, Partners & Spade collaborated with Warby Parker on a traveling pop-up shop and on the company's flagship store in SoHo. The firm contributed to brand development and the launch of the men's grooming company Harry's in 2013. The same year, Partners & Spade launched Sleepy Jones, a loungewear line referencing artists such asDavid Hockney, Pablo Picasso, and Jean Seberg.
In 2014, Partners & Spade contributed to Whole Foods Market's national advertising campaign. In 2016, the studio collaborated with technology and audio companies on retail initiatives, including the Sonos flagship store in SoHo.
Mythology
In 2018, Partners & Spade rebranded as Mythology, with Anthony Sperduti remaining in charge. Cofounder Andy Spade had left the studio prior to the rebrand. Mythology expanded its management team; Audrey Attal serves as partner and creative director, and Sophie Mascatello as partner and head of design.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. From 2020 to 2024, Mythology was credited on multiple campaigns, including JUST Egg's Earth Day initiative developed with Known, and creative work for Meta Quest's Supernatural VR fitness platform starring Jane Fonda.
In 2023, Mythology published Work in Progress, a visual archive outlining its iterative process across identity, spatial design, and advertising.
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.