Ben Carson 2016

Ben Carson 2016

Sometimes it is important to get outside of your comfort zone. We had never done any work in the political world before the Carson team called us, but we are always up for a challenge in a new space. Our process allows us to intelligently create brands in any industry as our goal remains the same; determine the critical insight to focus on and build a compelling story using it.  It wasn't about being Democrats or Republicans (we have some of both here at OFB). This was about creating a unique and telling brand for a complex man in a very crowded party race.

Branding a person, especially in this case, is a slightly different challenge than a product. For Dr. Carson, we wanted to not simply tell the story of who he was in the past but what about his past determines what kind of politician he would be in the future.
The work started simply enough, we read all of his books. However, when we combined that with speaking engagements, news interviews and even a movie on his life (seriously it has Cuba Gooding Jr in it), we were suffering from information overload. Too much to say without the singular distinguishing message of who he would be to a nation of voters. It was not until we were able to meet Dr. Carson the nuances in his demeanor began to add a new perspective on all we had researched. All of the soundbites began to simplify into a few and simple principles. From these, we created the story and visual below.
 

Primary Election Brand Strategy & Aesthetics

 
 

 
 
 
 
 

 
 
 
 

 

 
 

 

 
 

 
 

General Election Brand Strategy & Aesthetics

 
 
 

 
 

 
  

 
 
 

 
 
 
 
 
  
 
 
 

 
 
 
 
 
 
 
 
 
 
 
 
 
 

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Through many years of experience, and quite a bit of soul searching, we have found a way to live lives that help us generate our best work. It's why we look so happy in pictures. Our dedication to exploration and being uncomfortable keeps us inspired, constantly expands our world-view, and brings us mindful rest to refuel and rejuvenate our creative thinking. To find the balance between long immersive journeys and having the proper time to craft our work… we limit the number of clients we work with annually to fit within our 9 month work season. We also work hard to work with people who also share a healthy outlook on work and life. Having the right clients (not just big ones) is critical for not just enjoying our work, but generating brands that matter and endure over time. Brand building is mentally draining, in a great way, when you have a healthy working relationship with the people on the other side of the table. We expend all of our energy into making new things for people we work with. It requires trust and aligning what you want out of a partner with who we are. Different firms have different styles, different approaches, different goals, different values, and different definitions of success. We are just plain different on many levels. Finding the right fit can determine a lot about what we can create together. We hope we are a good fit for you. Send us a note and let's find out. We would love to hear about what ideas you need help bringing to life, or reinventing.  

 

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