Journal

 Musings from the intersection of strategy and creativity

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Stretch & Burn

Stretch & Burn already had an identity. So how could we help? Often a logo isn’t the crucial thing for a startup. It’s taking a position. So we created their brand voice, starting with the strapline.

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Catch The Breeze

We’ve been working on the creation of a new holiday brand Catch the Breeze, from position, name and branding through to the website and launch communications. The new venture is from the Sykes family, who previously founded and ran the national letting business that still bears their name. Catch the Breeze is about pulling on all their experience to offer something exceptional.

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A Christmas Conundrum

Around this time of year, it’s not unusual for wordy types to select a word of the year. But with so many seismic events can one word be held up above all others to reflect the ethos, mood, or preoccupations of an unprecedented year?

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The story about seven universal stories

Have you heard about the idea that there have only ever been seven basic story plots? Fact or fiction, we liken story plots to positions and explore how the art of bringing them to life is as important as having the idea in the first place.

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Brand purpose. Love it? Hate it?

The runaway, electrically charged juggernaut of brand purpose shows no signs of slowing down. Or does it? We get under the bonnet and take a closer look.

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What about Robert?

Discover what it took for Robert Zimmerman to reposition himself not only in his audiences’ minds, but probably in his own mind too. Helping him to become one of the greatest singer-songwriters of our time.

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I have a dream

We examine what Martin Luther King can teach us about painting a rich picture of how a different world could look – a vital component of any position.

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The Questions We Asked: JW Lees

The Questions We Asked goes behind our work and gives an insight into the issues or opportunities our clients were grappling with prior to briefing us. Sarah Dunning, CEO of The Westmorland Family, takes up the thread.

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POV*: Plugging the boardroom into the frontline

It’s easy to think that cracking a bold vision for an organisation or brand will lead to success. The problem is that a vision, as the word suggests, is only a concept for the future. The hard part is turning it into reality. This can be overlooked and is often more challenging than agreeing the vision. For the last ten years, Squad has worked with clients to turn boardroom strategy into frontline creativity. This, our fourth POV piece, seeks to distil some of our learnings.

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Solve the right problem

How the Oakland Athletics set a new American League record by understanding the problem they needed to solve. One of five stories that inspire and define our philosophy as a business.

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