Field Notes
As the following posts demonstrate, I am not a wordsmith. In fact, a copywriter friend once suggested my fat fingers were more adept at splitting wood than forging semantics. He is right. Nevertheless, this blog is my opportunity to share recent work, observations, and stories of the people, places and things that have crossed my path. So despite the gnarled grammar, misplaced punctuation and overuse of the phrase "That said," I hope you enjoy.
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02.18.14
“Ideas. Owned.”
I recently had the great opportunity working with Reynolds Group (Minneapolis) helping refresh the brand communications for the law firm of Patterson Thuente. Headquartered in Minneapolis, Patterson Thuente (PT) specializes in the protection of intellectual property. As you might imagine, differentiating a law firm from the gazillions out there is no easy task. That said, we had a bit of a head start on the marketing challenge as PT had recently registered a new logo and the tag line “Ideas. Owned.” The PT logo was fresh and contemporary. The tag line–unique and simple–especially in the world of IP law. Also, it didn’t hurt that PT had redesigned it’s interior office decor reflecting a simple, clean and contemporary vibe–an important visual impression for those new clients visiting Patterson Thuente’s office for the first time.
So my creative partner (Mike Gibbs) and I rolled up our sleeves and went to work creating an integrated brand initiative that reflected the clean and contemporary feel of Patterson Thuente’s identity. New messaging was built around the simple premise that in order to protect their clients’ intellectual property Patterson Thuente needs to be nimble, creative and fast.
We successfully introduced the semantic equation of “Ideas. Owned.” by using it as the answer to a unique visual solution (as illustrated above). We incorporated commonly used copyright symbols placing them adjacent to the minds of biotech engineers, tech entrepreneurs, company owners and C-suite execs that visually represent several of Patterson Thuente’s areas of industry expertise. The ongoing integrated campaign leverages multiple channels including identity, website, advertising, trade show signage, office wallscapes, digital ads, collateral and social media. Heck, we even created proprietary M&Ms using the PT brand colors and a new Circle PT mark. Yum!
Ad copy reads: In the world of intellectual property, the speed at which ideas can be properly protected profoundly impacts the end value of those ideas. At Patterson Thuente, we understand the importance of being nimble, creative and fast. Which is why we’re passionate about nurturing, supporting and protecting creative ideas. Contact us and discover how we ensure that whatever’s in your head, comes out ahead.
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02.10.14
“Polar Vortex”
Stepping outside this morning to fill the bird feeder, I was greeted by a face full of Polar Vortex. (Or “Winter” as most native Minnesotans call it.) Funny thing about winter, you can not only feel the cold, but hear it as well. The type of sound snow makes under foot is directly related to the air temperature. This morning was a chilly -14° and the snow literally squeaked with each step. Last week we experienced a balmy 27° and the snow made more of a low “squerunch” sound. I have been very fortunate (blessed even) to have experienced truly cold winter temps. Once during a mid January xc ski trip at Gunflint Lodge, located on Minnesota’s border with Canada, I experienced -48° (that’s actual air temp folks, not wind chill). It was so cold you could hear Gunflint Lake making ice* from inside the cabin. Now that’s cold! If it sounds like I’m bragging, you’d be correct. I think quite a few Minnesotans who embrace winter are proud of our state for often hosting the coldest temps in the continental US. In fact, in addition to my local Minnetonka online weather updates, I follow the conditions up in Embarrass, MN where winter lows often set the daily national record. Yes, I love winter in the frozen north. Especially the good old fashioned freeze-your-toes-off kind where the snow sings all the way to May.
*Making ice refers to the sounds a larger frozen body of water makes in the dead of winter. Sounding similar to the extremely low-pitched mournful calls of a Blue Whale searching for its mates in the open sea.
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01.29.14
“Embry Rucker”
As a practicing art director, I’ve been blessed to work with some amazingly talented people over the years. Photographers, illustrators, directors, editors, etc… Without their creative collaboration the majority of my work would be nothing more than theory. So here’s a shout out to Embry Rucker, a terrific photographer who helped me bring Irv Gordon’s/Volvo’s “3 Million Reasons to Believe” story to life. Thanks, Embry, for making me look good.
For additional examples of Embry’s fine work on my site, navigate over to the BOB Strollers case study in the Work section. And for the complete Embry Rucker experience visit his website at http://www.embrycobbrucker3.com/.
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01.22.14
“3 Million Reasons to Believe”
In 1966, Irv Gordon, a science teacher from Picopse, NY, drove a new Volvo P1800 off the dealer’s lot—and he’s been going ever since. Irv recently set a record milestone in the auto industry by surpassing the 3 million mile mark while driving this very same 1966 Volvo P1800. During my tenure as Creative Director of Haberman (Volvo’s North American PR Agency of Record at the time), I was honored with the challenge of telling the story of Irv’s and Volvo’s monumental achievement. What started out as a straight-up PR story quickly evolved into a full-blown integrated marketing communications initiative, because a story 50 years in the making deserved something bigger. One man, one car, three million miles. Wphew! The elements for a great story. So was born the “3 Million Reasons to Believe” campaign which came to life over a year’s time, finally climaxing on an Alaskan highway with Irv’s odometer hitting the 3 million mile mark. Check out the story in the Volvo case study in the Work section.
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01.16.14
“Horseshoe”
I discovered this old horseshoe one hot August afternoon while hiking in to fish the Ruby River in southwestern Montana. Navigating an old cattle trail that leads down to a remote section of the river, I literally stumbled over it sticking out of the dirt. Upon examination I realized what I had found. (And as my wife will disapprovingly tell you, I am a collector of mementos specifically related to my travels afield.) So I tossed this rusty old thing into my fishing vest and continued down to the river. Now, I’m not a superstitious person by any stretch, but I had one of the best fishing days of my life. Did I match the hatch just right? Was the water the perfect temp? Or was it the “lucky” horseshoe I lugged around all day? I care less which, as that amazing day on the Ruby is forever burned into my memory. And this old horseshoe? It resides in my office on the base of my iMac, bringing me luck. (Not that I believe in that sort of thing.)