Friday, December 19, 2008

Killer Copy

I've always enjoyed reading through branding agencies materials to see how they sell themselves. It also gives you a view into their belief system. This copy sample from Sandstrom is one of the better examples I've seen of describing what they do and how they do it:

"Sometimes a client will come to us with an extremely well-established identity in need of reevaluation and/or refreshing. Sometimes they'll come to us with an idea for a new brand–like, say, flushable diapers. In either case, we approach a brand's corporate identity from a holistic, systematic and idea-centric perspective. Everything emanates from the one overarching idea that drives the brand–the reason for its existence in the first place. We generally try to get agreement on that before we explore specific marks or typography or color. Everything should exist for a reason, not just because the CFO's wife likes teal. Don't get us wrong, we love a good teal now and then and we're sure Muffy has exquisite taste. But if logic and aesthetics got into a fight, we think logic would kick aesthetic's aesthetic."

Copy like this makes me want to go out and kick some serious aesthetics. 

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