LOVE. PERSONALITY & POSITIONING
My last LOVE. project, (my swan song, if you like) was creating a new personality and positioning everyone at the agency could get behind.
After ‘storytelling’ became buzzword of the century, we decided it was time to jump off the bandwagon and lose the ‘Stories Well Told’ tagline. Tasked with filling its shoes, I knew I wanted to create something far more gutsy. I wanted us to stand by a provocative statement, and avoid all the inter-disciplinary cliches.
Head of Culture, Kat Towers and myself looked at the LOVE. way of doing things for the answer. We found it, and an outdated and ignored strapline was replaced with an agency behaviour, and defiant promise to clients.
And so, I left LOVE. not quite as I found them.