Outside Order 
& Friends



Refresh & clarify.
We help our clients re-energize their brands, zeroing in 
on small changes that will make a huge impact.Brand story revisionsLogo refinement and optimization
Targeted messaging
Identity system and toolkit expansion



Wally has a knack for finding the design changes that help brands meet the needs of every audience in every situation.  Matt’s names, taglines and brand stories say a lot with a little.
To say more would disprove his point.
We don't sell clients more than they need.We work with you to understand where the challenges are and the way to make them work better. 


We don't fix things that aren't broken.“Do no harm,” is our approach. If you’ve got something strong, but can’t flex, we’ll show the best way to get more out of what you already have. 


We don't get mired in theory.We work with our experience of creating and evolving some of the most recognized brands in the world for over 30 years.






Platt brand platform

Luxury residential architect Platt builds award-winning homes in rural North Carolina and across the American Southeast. As a second-generation family business, it knew its point of view well, but wasn’t always successful in communicating that to audiences that didn’t know their story. We built a brand platform and wrote a brand story that tied together Platt’s ideas about the connections between people, places and family.



Amtrak Airo livery

Amtrak’s new Airo car sets needed to build from the visual language developed for their Series VII locomotive. 

We developed a livery system that added to the work that had been done, created a visual language with roots in the DNA of the Amtrak travelmark symbol, and added to their color palette. All while making a more passenger-friendly approach to wayfinding and car identification from train station platforms.



Colliers International brand identity system expansion

After a year of working with their new visual identity system, Colliers International felt that their new foundation elements were too limiting for their needs. 

We worked with them to expand their blue color palette, flex how their typography can work, add to their photography types, and created a new sensibility for motion in dynamic environments.











Velys naming and nomenclature

After naming the Velys knee surgery robot for the DePuy Synthes division of Johnson & Johnson, we helped them create a nomenclature system for other components of their digital platform. Among the names we developed, Velys Insights spoke to orthopedic surgeons about their concerns, while Velys Patient Path created a warmer, more engaging tone for their patient support iPhone app. 




 Eyewitness messaging

Eyewitness Surveillance was shifting its business from a service model to a technology platform model. While staying true to their existing mission, vision and values, we developed a detailed  plan that organized their messaging around key claims and areas of expertise. One year after we repositioned Eyewitness, it was acquired by Stealth Monitoring.
OO&Friends was founded by Wally Krantz and is based in Brooklyn, New York.
Outside Order has Wally’s complete portfolio of client and agency work.
Contact  wally@outsideorder.com



© 2021-2026 Outside Order Inc.
Header photography © 2026 Wally Krantz.
Rotina typeface by Erik Marinovich / NuForm.
All trademarks are the property of their respective owners.