A successful and resonant brand is built upon equal parts logic and magic. Strategy and creativity.
It’s common to brush by the strategy part of the equation. But a journey without a map leads to nowhere fast.
The most important aspect of any brand or project is the strategy that provides the foundation and organizing principle.
The strategy provides the conceptual, logical and consensual framework for why and how things need to unfold.
We then use creativity (magic) to bring the strategy (logic) to life.
Strategy is the blueprint.
Creativity is the building.
Strategy is left brain.
Creativity is right brain.
When logic and magic work together, anything can happen.