THE TRUTH IS YOUR BEST TOOL.
This means two things.
1. We zero in on who you are and what you’re all about. Then we create a brand design system that radiates with who you are and what you’re all about.
2. Organic doesn’t look, taste or feel different than non-organic. Ditto for fair trade, compostability, recycled content and all the other things we deal with. As brand designers we create market value for the good-for-the-world actions of our clients.
OUR DEEPLY COMPLEX CREATIVE METHOD:
EMPATHY AND PRACTICALITY
We put ourselves in the position of our audience and play ideas all the way through, from first encounter to intended response.
We revel in our human-beingness.
THE TWO THINGS THAT MAKE US DIFFERENT.
1. Our Moral Code. We only work with entities whose growth makes the world more sustainable, more equitable, more true and just, and less predictably corporate.
2. Our Creative Principle. We believe everything an organization creates should contribute to its long-term identity, so we communicate messages in ways that build the identity of the messenger. This is what we mean by brand creation and design.
Bar Analogy #01.
If you walk into a bar and you’re confident about who you are, and everything about you, from the way you walk to the clothes you wear expresses who you are — then people will want to hang around you. This is branding.
If you’re insecure, you end up buying people drinks and forcing yourself to laugh at their jokes. This is marketing.
Bar Analogy #09 “The Authenticity Principle”
When you meet someone who is engaging and real, you look forward to talking with them again.
If someone seems fake or patronizing, you’ll end up avoiding them.
(Branding follows all the generalizations and insights of human interactions, like cocktail parties, dates, and canoodling. If you ever get stuck for an idea, then head to a bar near you.)