Energize
Positive
Change
Black Lives Matter We stand with you. We stand against inequality and racism.

We commit to calling out inequality and racism wherever and whenever we see it. We expect others to call us out when we make mistakes. We believe that the only way to live is together, as equals. And that the future is about following leaders to help turn protests into policies, so we can all be free.

Our industry, the advertising industry, has always struggled with diversity and inclusion in both the execution of campaigns and the talent that creates them. This must change.

SO THIS IS WHAT WE’RE DOING

2nd Story Brewing

Challenge

Craft brewers and micro brewpubs are cropping up all over town without many, if any, providing any real differentiation or backstory. A group of investors asked us to figure out a name for their new brewpub, their backstory and make it an experience everyone could enjoy not just hardcore craft brew enthusiasts.

Solution

We developed the brand name 2nd Story Brewing: a brewpub that celebrates the city’s famous (and often infamous) love of libations. We built intrigue and excitement around the notion that everyone has a 2nd story; a deeply personal, passionate story inside us that defines who we are and what we love. Since the establishment’s actual brewing hardware was located on the 2nd floor, the brand name we created had multiple layers of meaning, adding to its appeal and potential for PR.

Impact

Prior to launch, social media has picked up on the “2nd Story” story and is running with it. The brand has created a fresh and intriguing new conversation in the crowded space of brewpubs, primarily by allowing plenty of space for patrons to bring their own stories to share.