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partnership


Embracing an Agile Workflow to Yield an Agile Brand

Embracing an Agile Workflow to Yield an Agile Brand

A lot of branding firms talk about the importance of incorporating agility into their clients’ brands. The best brands have to stand for something distinct and meaningful – and at the same time, be ready to acknowledge what is happening out in the marketplace so they can adapt and adjust to maintain their edge. There is less discussion about the process of branding and the need to imbue it with a degree of agility as well. Speed is a given – we’ve all been schooled on how clients no longer have time for long, drawn-out branding processes that will yield a new brand in the market within 12-18...
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The Balancing Act of Creative Direction

The Balancing Act of Creative Direction

The Journey Is the Destination When I was studying fiction at San Francisco State University, I had a professor that used to say, “If you know exactly what you want to write about, then why are you writing it?” It was a soft-ball criticism aimed at a particular kind of writer. Those that came in overconfident, inflexible, and usually with their entire story already mapped out beat for beat. In their rigid defense of what they thought the story should be, they missed the opportunity to truly discover what it is or what it could be. If there’s no journey of discovery, no unanswered questions...
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