Article · Wikipedia archive · Last revised Jul 26, 2026

Mythology (agency)

Mythology is a branding and design studio based in New York City. The firm was founded in 2008 as Partners & Spade by Andy Spade and Anthony Sperduti, and was renamed Mythology in 2018.

Last revised
Jul 26, 2026
Read time
≈ 4 min
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995 w
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Source
Wikipedia ↗
Mythology
TypePrivate
IndustryBranding, marketing, advertising, design
PredecessorPartners & Spade
Founded2008
Founder
HeadquartersManhattan, 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
Websitemythology.com

Mythology is a branding and design studio based in New York City. The firm was founded in 2008 as Partners & Spade by Andy Spade and Anthony Sperduti, and was renamed Mythology in 2018.14

The agency has worked on branding and retail projects for consumer companies.56

History

Partners & Spade

Partners & Spade was established in 2008 by Andy Spade and Anthony Sperduti in Manhattan. 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.89 The firm contributed to brand development and the launch of the men's grooming company Harry's in 2013.1011 The same year, Partners & Spade launched Sleepy Jones, a loungewear line referencing artists such as David 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 worked on the Sonos flagship store in SoHo.14

Mythology

In 2018, Partners & Spade was renamed Mythology, with Anthony Sperduti remaining in charge.115 Cofounder Andy Spade had left the studio prior to the rebrand.1516 Audrey Attal is a partner and creative director, and Sophie Mascatello is a 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 Mythology's later campaigns included JUST Egg's Earth Day initiative developed with Known,17 and work for Meta Quest's Supernatural VR fitness platform starring Jane Fonda.18

In 2023, Mythology published Work in Progress, a book documenting the process behind its branding projects.19

In November 2024, Mythology worked with Target Creative, the retailer's internal marketing team, on 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 Ted Galperin is a partner and 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

See also

See also

References

References

  1. "Meet an Indie Agency: Mythology". Indie Agency News. September 11, 2019. Retrieved April 12, 2025. Mythology is a rename of the branding agency Partners & Spade.
  2. "Mythology Elevates Creative Director Kim Haxton to Partner". LBBonline. January 14, 2025. Retrieved March 19, 2026.
  3. "Ted Galperin". Advertising Week New York 2024. Retrieved March 19, 2026.
  4. "About – Mythology". Mythology.com. Retrieved April 12, 2025. Founded by Anthony Sperduti, Mythology continues the work he began at Partners & Spade.
  5. Foster, Tom (April 2014). "How to Create a Cool Brand". Inc. Retrieved July 12, 2021.
  6. O'Brien, Glenn (April 27, 2009). "Partners & Spade". Interview. Retrieved July 12, 2021.
  7. Albo, Mike (September 18, 2008). "A Package Store for Preppies". The New York Times. Archived from the original on July 8, 2025. Retrieved November 27, 2025.
  8. Miranda, Eugenia (April 11, 2012). "Glasses Menagerie: Warby Parker Celebrates Its First Flagship Store". Vogue. Archived from the original on May 1, 2013. Retrieved April 22, 2013.
  9. Schneier, Matthew (April 11, 2012). "Warby Parker: To See And Be Seen In Soho". Style. Archived from the original on April 14, 2013. Retrieved April 22, 2013.
  10. Tschorn, Adam (March 22, 2013). "Meet Harry's, a new online-only go-to for guys' grooming gear". Los Angeles Times. Retrieved April 22, 2013.
  11. Tschorn, Adam (March 23, 2013). "Andy Spade is old-school cool". Los Angeles Times. Retrieved July 12, 2021.
  12. Beddie, Alainna Lexie (April 18, 2013). "Sleepy Jones". T Magazine. Retrieved July 12, 2021.
  13. MacVey, Matt (November 18, 2014). "Whole Foods Rolls Out First National Advertising Campaign". Advertising Age. Retrieved July 12, 2021.
  14. Sawers, Paul (July 12, 2016). "Sonos gives a glimpse into its new flagship NYC retail store, featuring 7 custom-built listening rooms". VentureBeat. Retrieved July 12, 2021.
  15. Beer, Jeff (November 20, 2019). "The agencies behind Warby Parker launch a new project to find the next great brand". Fast Company. Archived from the original on November 20, 2019.
  16. Frommer, Dan (April 18, 2020). "Designing in a crisis". The New Consumer. Archived from the original on April 23, 2020.
  17. Wood, Shawn Paul (April 14, 2022). "JUST Egg trolls Congress on Earth Day". Campaign. Archived from the original on April 14, 2022. Retrieved November 27, 2025.
  18. Siegel, Fern (December 24, 2024). "Jane Fonda Revamps Fitness In Supernatural's VR Workout". MediaPost Agency Daily. Retrieved November 27, 2025.{{cite web}}: CS1 maint: deprecated archival service (link)
  19. Thaxter, Poppy (January 23, 2023). "Mythology share the creative flow and process of their branding projects in Work in Progress 2023". The - Brand Identity. Archived from the original on June 24, 2023.
  20. Kiefer, Brittaney (November 14, 2024). "Target Shifts Holiday Marketing Strategy With Two Campaigns". Adweek. Archived from the original on November 14, 2024. Retrieved November 27, 2025.
  21. "Red Bucket Films' Josh and Benny Safdie Premiere The Black Balloon Tomorrow at BAM Cinemafest". Paper. June 22, 2012. Archived from the original on January 4, 2018. Retrieved January 3, 2018.
  22. Kohn, Eric (October 2, 2008). "iW Profile - "The Pleasure of Being Robbed" Director Josh Safdie". IndieWire. Retrieved January 3, 2018.
  23. "PAPERBOYS by Mike Mills @ Brooklyn Film Festival". Brklyn Film Festival. Retrieved November 27, 2025.
  24. "DIMMER by Talmage Cooley @ Brooklyn Film Festival". Brklyn Film Festival. Retrieved November 27, 2025.
External links