Mythology (agency)
Branding studio in New York City
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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.[1][4]
| Company type | Private |
|---|---|
| Industry | Branding, marketing, advertising, design |
| Predecessor | Partners & Spade |
| Founded | 2008 |
| 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] Kim Haxton (Partner)[2] Ted Galperin (Partner and director of retail)[3] |
| Website | mythology |
The agency's work has included brand and retail projects for U.S. consumer companies across fashion, beauty, technology, and food sectors.[5][6]
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.[7]
In 2012, Partners & Spade collaborated with Warby Parker on a traveling pop-up shop and on the company's flagship store in SoHo.[8][9] The firm contributed to brand development and the launch of the men's grooming company Harry's in 2013.[10][11] The same year, Partners & Spade launched Sleepy Jones, a loungewear line referencing artists such asDavid Hockney, Pablo Picasso, and Jean Seberg.[12]
In 2014, Partners & Spade contributed to Whole Foods Market's national advertising campaign.[13] In 2016, the studio collaborated with technology and audio companies on retail initiatives, including the Sonos flagship store in SoHo.[14]
Mythology
In 2018, Partners & Spade rebranded as Mythology, with Anthony Sperduti remaining in charge.[1][15] Cofounder Andy Spade had left the studio prior to the rebrand.[15][16] 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.[15] From 2020 to 2024, Mythology was credited on multiple campaigns, including JUST Egg's Earth Day initiative developed with Known,[17] and creative work for Meta Quest's Supernatural VR fitness platform starring Jane Fonda.[18]
In 2023, Mythology published Work in Progress, a visual archive outlining its iterative process across identity, spatial design, and advertising.[19]
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.[20]
In January 2025, Mythology promoted creative director Kim Haxton to partner,[2] where she continues to lead the agency's advertising department alongside fellow partner Ted Galperin, who serves as director of retail.[3]
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.[21] The studio developed the story for The Pleasure of Being Robbed, directed by Josh Safdie and screened in the 2008 Directors' Fortnight at Cannes.[22] Other projects include Paperboys, a short documentary by Mike Mills,[23] and Dimmer, directed by Talmage Cooley, which is held in the Museum of Modern Art.[24]