It’s safe to say that 2020 forced us all to look inward. No matter where you fall in the socio-political spectrum of this amazingly glorious and perilous world we live in, you’ve spent some time thinking hard about who you are. When so many of the simple things in your life are now out of reach, what is there left to do but think big thoughts? What motivates you? What makes you happy? What ultimately matters?
And it was with this overwhelmingly contemplative vibe that we began to think hard about ourselves as an agency as well. The net result of our evolving client relationships, a web presence in need of an update, new talent finding their footing, legacy players adapting, new ways, old ways and everything in between converging. On Zoom. On Teams. And sometimes Google. Where does the passion in our agency come from? What makes our clients thrilled to work with us? Why do people want to work at our agency instead of others? What ultimately matters?
This story isn’t new. All creative agencies need to continuously reflect and adapt, or they quickly lose that sense of self and purpose. The kind that allows them to do great work for their clients. And so began our journey. It can be the most satisfying work in the world when it’s not for yourself. We worked through many of the mirror exercises you’d expect. But nothing lead us to what we considered our real truth. So, rather than forging ahead into another endless round of virtual stickie/whiteboard hell, we gave ourselves a week to stop and listen to the reverberations of the internal brand work we’d already done.
When we re-engaged, it turned out we were on to something after all. When positioned appropriately, we actually had established a common set of values and principals of conduct to rally behind. And then we tore them apart, defining them by internal and external perception, prioritizing their value on a variety of scales (culture, success, happiness, productivity), and built our narrative through this process of critical listening. It was all there. We just needed to abandon our assumptions to make room first.
And so for us, we eventually were able to decide what ultimately mattered—part of which became this commitment to bring our practice of critical listening more proactively into our own day to day.
And it is with generous team pride that we celebrate our first extension of this brand reinvigoration right here on our website . An agency-wide effort, our sincere hope is that this online experience effectively communicates who we are, what we do and why we do it and, most importantly, gives folks that same sense of possibility that we feel when we start a new project. A long time coming, the new site shines a light on our process and approach and provides a substantial taste of the work we do for our clients.
The opening salvo on the site positions “Brands Crafted with Care” as our propelling mantra—another idea that grew from the natural progression of our critical listening process. We felt these four words managed to effectively capture so much of what we do. But still, it’s really just empty words until we pull the focus onto so much of what we consider value: thoughtful research and strategy, innovative ideation, meticulous execution, cultural relevance, industry expertise, and the earned trust of our clients. It’s all in there. We promise.
The brand evolution, the website relaunch, our social presence, and more reflect an important commitment that we’ve made to ourselves as an agency and I’d like to once again thank our entire team for their efforts. The churn of self-reflection is rarely easy but always worth it. Here’s to a new year of possibility!