Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


Applebaum was involved in all aspects of branding a new nonprofit arts center in the lower Hudson River Valley. First, we helped the leadership team define their vision: an arts center that would reflect the diversity of the local community and also reach out to the entire New York metropolitan area. A mission statement and positioning were then created to reflect that vision.

In developing the right name, a key challenge was the wide-ranging target that included multicultural audiences of all ages, artists, community sponsors, and corporate backers. In addition, the name had to encompass multiple disciplines and genres, including music, dance, performance, film, fine arts, and education. The name Riverspace speaks to the broad target audience, evoking the location and artistic heritage of the Hudson Valley Region. It has a fluid and contemporary tone, in keeping with an evolving arts organization, and a stature appropriate for an established institution.