Design notes: Our concept for our sophomore window started with one goal–to answer the never-ending question of what we “do.” We started the brainstorming process with a bit of research, turning to our trusty dictionary for the basic definition of advertising. In short, advertising is “the action of calling attention to something.” We hung this definition up, stared at it for a while, and started tossing out concepts. Our team collectively agreed that the highest level of advertising communicates the message clearly and quickly, causing the desired action. If we wanted to advertise what we “do,” it seemed wise to start with a list of verbs. We research. We test. We design. We troubleshoot. We listen. We test again. We redesign. We promote. And all for this for the ultimate goal of building notably unique, strong, thoughtful, memorable brands for our clients. (Side note: we could not love the fact that we get to do this day in and day out one smidge more.) …Speed through the past 11 months that included a new full panel window install, expanded display area, brighter lights, 37 brainstorming sessions, 250+ emails that started with “what about something like this”, 92 tossed out concepts, five reams of crinkled paper, seven embarrassingly heated arguments, 701 embarrassing fits of laughter, countless web searches that made us blush, more cases of beer than any one of us wants to admit, 14 prop returns, and 61 manikin poses to flush out what we “do” is design brands, websites, campaigns, and interiors, so our clients dominate their competition. At one point, someone Googled the word “dominate,” and the rest is history. The secondary message’s wordplay on “daddy” just seemed like a gift given the fact that everyone we interact with mispronounces our name “papa” vs. “pay-pa.” Why not find a way to use the error to our advantage, eh?
Our hope with this new window is that we finally answer what we “do” once and for all. We also hope it inspires you to boldly and bravely highlight what makes you different and unique in your personal life and makes it a little less scary to stand out. And lastly, we hope it makes you laugh obnoxiously and remains memorable enough to recall if you are ever looking for a crazy, fun, creative team to help you find your brand’s voice in today’s incredibly competitive marketplace.
For anyone that does not find this window funny–at all, please accept our sincerest apology. Our intent is not to offend anyone in any way. Stop by anytime for an in-person apology, advertising theory discussion, free hug, and a delicious cookie.
