Intention Matters

Authenticity = energy that sustains brand value.

Direct and inspire purpose.

  • Creative Strategy

    A perfect Petri dish emerges when research is distilled into a strategy that guides creative output in alignment with client goals and cultural conditions.

  • Culture Building

    Creativity that has a dual purpose: to transform the audience into brand ambassadors and to inspire client teams to invest the best parts of themselves, because the foundation of a brand is its culture.

  • Vision Making

    Remarkable creativity breaks with established paradigms—this gets attention. When people recognize themselves, they more easily adopt the brand into their identity—this creates bonds that last a lifetime.

“They say lightning never strikes twice… Not true, creativity is a lightning rod that manifests energy again and again.”

—Andrea Quagliata, ECD

The Method

Avoid mirages.

Knowing how to position a brand can be deceptive, which is why solid research is the linchpin that informs impactful work. Figuring out who the core audience really is, beefing up on the competition, understanding the cultural context, learning the product through and through, leveraging the client’s know-how—together, it leads to success.

 

The Method

Archetype narratives.

Carl Jung explored what he called The Collective Unconscious. He posited that experiences are genetically transferred to successive generations within the inherited structure of the human brain. These then generate common patterns and underlying stories, which are interpreted through dreams and literary archetypes.

Young identified 12 archetypes (shown below). They can help form the basis for compelling brand stories.

  • Explorer

  • Ruler

  • Jester

  • Caregiver

  • Artist

  • Hero

  • Wizard

  • Lover

  • Everyman

  • Sage

  • Innocent

  • Rebel

The Method

Design think.

From the gestalt theory of visual perception to human-centered design… From the proverbial mail room to award-winning projects… It’s impossible to fake that kind of experience and breadth—or the iterations that have come with it.

 

The Method

Apply myth.

Part of recorded and oral history, mythology explores the fabric of our humanity with stories that run through our literary and cinematic heritage.

Even when people do not perceive or know a referenced myth, they’re still extremely powerful. They articulate meaning, create subconscious connections with the audience, and provoke interest.

The Method

Create icons.

The right image transcends itself to represent the spirit behind a project. It tells a story and triggers the imagination though a balance of conceptual depth, composition, and timing. Executing it is the pinnacle of preparation, teamwork, and clarity of vision.

Write the story.

Reward loyalty.

Thank you for reading this far and learning about our creative process, check out the clip from up top, with sound this time ;-)