An Identity to Aspire Toward

Aug 10, 2016 Posted by Craig Joseph in Anatomy of a Motto

When we begin working with a company, business, or organization to help develop a brand and identity, we pay as much attention to the words that are being spoken / written and how they’re being conveyed (“the voice” of the client) as we do to the visual aspects of the identity, like the logo, brand... Read more »

 
 

Anatomy of a Motto: The Voice

Jan 13, 2016 Posted by Craig Joseph in Anatomy of a Motto

Have you ever had an experience where you’ve spoken to someone on the phone or communicated with them via e-mail, only to meet them in person and discover that they don’t even remotely conform to the portrait you’d created of them in your mind’s eye? This can sometimes be a good thing, on a micro-level.... Read more »

 
 

Anatomy of a Motto, Part Seven

Jul 21, 2014 Posted by Craig Joseph in Anatomy of a Motto

My apologies. I’m sure you’ve been waiting in breathless anticipation for this final installment of my Anatomy of a Motto series, and I’m sorry to be tardy, but answering fan mail is a priority, and I’ve had many ardent devotees expecting a response. Which is a reminder to remember your audience. As we were crafting... Read more »

 
 

Anatomy of a Motto, Part Six

Jun 18, 2014 Posted by Craig Joseph in Anatomy of a Motto

Phew! Five posts on this motto and we’re only through the first sentence. Don’t worry; it gets less painstaking. (This was the point in the process where the designers threatened to strike if we didn’t stop wordsmithing and get back to pretty pictures.) A perfect segue into the phrase “We craft your distinct story, in... Read more »

 
 

Anatomy of a Motto, Part Five

Jun 12, 2014 Posted by Craig Joseph in Anatomy of a Motto

I did a lot of theatre as I was growing up, and while I still love directing, I very rarely perform these days. The only time I show up at an audition is when there’s a role that I’m dying to play, a part I know I could knock out of the park. If I... Read more »

 
 

Anatomy of a Motto, Part Four

Jun 05, 2014 Posted by Craig Joseph in Anatomy of a Motto

Designs branded materials. This phrase arrived like an oasis in the desert of copywriting; it came easily, was universally agreed upon, and addressed a concern we’d been having. We’d already defined “identity” as a specific story: who a company is or isn’t, perceptions they try to embrace or counter, who a business is becoming or... Read more »

 
 

Anatomy of a Motto, Part Three

May 30, 2014 Posted by Craig Joseph in Anatomy of a Motto

The first thing Cassel Bear does is to define identity. That’s fairly straightforward, right? (If you’ve been reading, you know that writing this motto was as straightforward as birthing a rhinoceros.) There was first a conversation about whether identity and brand are the same, since the terms are often used interchangeably. After much spirited debate... Read more »

 
 

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 »