Writing

We can’t make pictures without words on a page.

For us, language is always the first step in developing any visual creative. It shapes the purpose & position, the patterns and practices of any brand or marketing campaign. It doesn’t always manifest itself visually, but it is a crucial step in expressing any product or service.

  • Defining your brand strategy means articulating language that is clear, concise, actionable and informs creative executions across any and all platforms.

  • What you say is just as important as how you say it. We write guidelines, philosophies and sample copy, whatever is required to make sure your brand lingo is on point.

  • Brands aren’t purely visual. It’s therefore crucial to come up with unique names that capture a brand’s essence, but are also memorable.

  • While campaign lines usually define a brand for a finite amount of time, tag lines can last for a much longer amount of time. The goal, however, is the same: express the purpose of the brand in as few words as possible.

  • Whether it’s writing a story line, describing story boards or making dialogue sound authentic, we have a great network of writers for the different ways of putting words on a page.

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AMC’s Immortal Universe of Anne Rice
” Naming

We identified key themes in Anne Rice’s work to focus our range of name exploration before landing on The Immortal Universe.

STARZ
” Tag Line

As part of our global rebrand for STARZ, we developed the tag line that would introduce the new brand to the world.

STARZ
” Brand Strategy

Our strategy codified the essence of STARZ to tell stories that embrace unique perspectives and broaden the horizons of its audience.

CNN’s Searching for Italy
” Campaign Line

Our tagline distills the show down to its essence, while the key art’s natural look signals the show’s documentary style.

Wondery’s Exhibit C
” Naming

For Wondery’s brand to be built around their true crime content, it was crucial to not fall into the traps of genre clichés.

Greenwood Rising
” Script Writing

The intent of the BARBERSHOP experience at Greenwood Rising was to immerse the visitor in the cultural context of the time by letting them experience the everyday banter of three barbers at work.

MARVEL Find Your Power
” Campaign Line

The FIND YOUR POWER line is a rallying cry for fans to unleash their inner hero, as they revel in that boost of confidence they get every time they step into the Marvel Universe.

MARVEL Find Your Power
” Script Writing

The scripts for our campaign spots laid the ground work for the editorial choice of intercutting between iconic shots from Marvel films and shots we recreated with everyday humans.

MARVEL Find Your Power
” Brand Book

To make sure all Marvel marketing teams across the glove were on the same page, we codified the campaign strategy in a brand book.

RiseNY
” Naming

A new attraction in the heart of Times Square needed a name that spoke both to the rising of New York as a world capital, as well as the ride that is a the center of the experience.

CNN’s The Decades
” Campaign Lines

For several seasons of CNN’s DECADES series, we articulated the creative concepts into succinct language.

A&E’s Bates Motel
Campaign Creative / “ Script Writing

For the series launch of Bates Motel, we wrote a number of tease spots that leaned into the weird creepiness of the show.

New York Rangers
” Brand Guide

The brand guide for the New York Rangers hockey team is a blueprint for how to communicate with different segments of their fan base.

MOXI
” Naming

Legendary TV producer Dick Wolf needed a name for his children’s museum in Santa Barbara, CA that sounded fun, inviting and educational. Alas, MOXI.

MOXI
“ Tag Line

The tag line further reinforced all of those ideas, bringing together fun and education in an unexpected way.

PopTV
” Voice Guide

The bold brand of PopTV needed a voice that just as fun, casual, and irreverent as the visuals themselves.

Hallmark Channel
” Tag Line

Hallmark Channel needed to find a way to stake its claim on all things emotional on TV. We delivered with THE HEART OF TV.

LAIKA
” Brand Guide

A comprehensive strategy exercise with iconic animation studio LAIKA resulted in an equally comprehensive guide that articulated everything from brand values to how to employ their one-of-a-kind visual assets.

ESPN Get Up!
” Naming

Working closely with the production team at ESPN, we developed the name and identity for Mike Greenberg’s new morning show, aptly named GET UP!

EPIX
” Brand Strategy

This strategic exercise for EPIX laid the foundation for the brand’s position: WE FIND EPIC IN EVERYTHING.

The CW
” Tag Line

DARE TO DEFY encapsulates The CW’s rebellious spirit in an active way, issuing a direct challenge to its youthful audience.

ABC
” Brand Strategy

Audits, stakeholder interviews and plenty of wording wizardry aimed to position ABC for the next decade, regardless of technological and social shifts.