noises from dog n’ moon.

From below: With every client project, there is a series of comps and revisions. The delivery usually contains a diverse collection of ideas, many of which are fleshed out to near-finality. The cross section usually includes something conservative, something quirky, and the one I call the “If-I-Were-In-Charge-Of-The-World” idea. From time to time, we get to build off of the latter, stretch our creative legs, and those become design projects that are rewarding to the soul. In some cases, though, an idea gets stuck in our craw and we have to sit and stare at it- and as you can understand, the idea is the commodity in this business.

This was for a retail coffee venture in Southern California where the proceeds would go to benefit social programs on a global basis. The demographic was a 20 to 30-something, middle to upper-middle class, educated male or female. This was to be the coffee of choice for the idealistic, educated, hipster of Orange County. The client didn’t go for it.