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May 17, 2016
Silicon Valley's Star Design Firm Goes Analog and Builds a Lifestyle Brand
 
The state of Alaska conjures up all kinds of associations. For some, it speaks to endless expanses of untrammeled wilderness; to others it's Sarah Palin territory. For the Huna Totem tribe—which is located in Juneau, the state's capital—it represents something deeper.

"From a spiritual perspective, Alaska means all of these direct, uninterrupted, personal sensory experiences," says Matt Rolandson, a partner at the design firm Ammunition. "The things you feel, the things you see, the things you smell, and that direct uninterrupted experience of letting the visceral part of the place happen to you."

The San Francisco–based firm, which won a 2016 National Design Award for industrial design work for companies such as Beats and Polaroid, recently built a lifestyle brand for the Huna Totem called Dear North—a dramatic departure from its typical client roster of Silicon Valley startups.

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This article was published on Fast Company. A link to the original piece appears after the post. www.fastcompany.com
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