We explain complicated products and services in ways that are simple, interesting and human.

Insights and Strategy

We uncover why people buy and what they really value. Then we help your figure out what to do about it.

Talent Development

We build capability and competence into every person and organization we work with. We solve your problems in a way that makes it easier and easier to make new customers in the future.

Creative

We create messages and content that are simple, interesting and human. When people understand, pay attention, and well-treated, they will like you and buy from you.

Recent Posts / View All Posts

ConnecTite: Comparison

| Charlotte Pipe, portfolio | No Comments

A nice way to highlight how much faster and easier ConnecTite is to use than traditional PVC joints.

ConnecTite: Only Human

| Charlotte Pipe, portfolio | No Comments

A funny way to highlight a key benefit of this unique PVC push fitting — it lets you correct your mistakes.

Helpful Guidelines for Air Testing PVC

| Charlotte Pipe, portfolio | No Comments

Everyone in the industry has been told not to air test PVC piping systems. But they go ahead and do it anyway. How do you make a real dent in…

How to Safely Air Test PVC (Santa)

| Charlotte Pipe, portfolio | No Comments

Everyone in the industry has been told not to air test PVC piping systems. But they go ahead and do it anyway. How do you make a real dent in…

Helpful Guide to Potato Guns

| Charlotte Pipe, portfolio | No Comments

Pressurizing PVC Pipe is incredibly dangerous. It is not engineered to withstand the strain of compressed air let alone the explosive forces generated in a potato cannon. But how do…

Ad Modern Brand Video

| Kincaid Furniture, portfolio | No Comments

When people think veneer, they often think “cheap and ugly.” These new collections feature a technical processes, dying and fuming, that provide a real point of difference and create gorgeous,…

Kincaid Furniture Brand Video

| Kincaid Furniture, portfolio | No Comments

Under relentless cost pressure, furniture makers have become very sneaky, using shortcuts that the average person cannot see, to make furniture that looks nice, but really isn’t. Kincaid is very…

AAA Car Care

| AAA Car Care, portfolio | No Comments

AAA Carolinas is a pioneer in car club owned maintenance centers. Pioneers reap rewards, but they also catch arrows. While they had grown to ~25 locations throughout North and South…

Variable Frequency Drives

| Duke Energy, portfolio | No Comments

They wanted a sales sheet, but a sales sheet wouldn’t have solved the underlying problem — when technical people talked about VFDs, they made the benefit of the product unintelligible,…

Unlucky Burglar

| CPI Security, portfolio | No Comments

Home security systems have always been sold on the basis of fear. This pile-on, me-too sales and marketing strategy leads to communications and brands that interchangeable. This brand fungibility is…

We Must Become the Change We Want to See

| Adams Outdoor Advertising, portfolio | No Comments

This book was the capstone of a rebranding and culture change effort for the largest privately held outdoor company in the U.S. Entitled, “We Must Become the Change We Want…

Storage is (not) Boring

| Patterson Pope, portfolio | No Comments

It is possible that the only thing more boring than shelves is trying to think of something more boring than shelves. But, as a leading Space Saver dealer, Patterson Pope…

Monster

| Duke Energy, portfolio | No Comments

When compact florescent bulbs were first introduced, technical people did such a terrible job of explaining the benefits that advertising was required for Duke Energy to give them away for…

Paper Madness

| Duke Energy, portfolio | No Comments

One way or another, paperless billing should be a no-brainer for most people. But since we are all creatures of habit, we need compelling reasons to change our behavior.

Andy The Anxious Squirrel

| Duke Energy, portfolio | No Comments

One way or another, paperless billing should be a no-brainer for most people. But since we are all creatures of habit, we need compelling reasons to change our behavior.

Stairway

| Duke Energy, portfolio | No Comments

When compact florescent bulbs were first introduced, technical people did such a terrible job of explaining the benefits that advertising was required for Duke Energy to give them away for…