Anatomy of a Motto, Part Two

May 14, 2014 Posted by Craig Joseph in Anatomy of a Motto

Leave it to a roomful of writers to spend days fixating on the first phrase of a motto, drafting and editing multiple options, only to end up with this: Cassel Bear. Our company name. We experimented with options that were more descriptive: “Cassel Bear is a design studio.” “A marketing agency.” “A branding firm.” None... Read more »

 
 

Anatomy of a Motto, Part One

May 08, 2014 Posted by Craig Joseph in Anatomy of a Motto

My first week at Cassel Bear, I learned that—for our new website’s homepage—we’d be sitting down as a team to write the company’s motto. To a writer, crafting this statement by committee sounded about as fun as getting punched in the face. Hard. Repeatedly. But several weeks later, we’re all still friends and we’ve arrived... Read more »