With "Laws of Attraction", we wanted to suggest that we're no longer in a marketing world of known quantities and hardfast rules. Rather, there are a number of dynamics at play – authenticity, idealism, shared values and intent – and that great marketing is less a dialogue and more of a dance. A dance in which partners the brand and its customers moved towards each other as they gradually get into sync.
With Daring, Enduring and Endearing, we wanted this digitally-led shop to focus more on creating brand continuity and elevating brand expectations, and less on the pop of any given tactic. Daring is about confidence to lead; Enduring is about work that draws from the past while point to the future; Endearing simply saws that our most valuable relationships are the ones we chose, so we must always do things to make our brands worthy of being chosen.
And what of our little bird? He's just a bit of proof that we all can capture the prize. By varying color of the perfect circle in the beak of our roughly sketched hero, we're able to define different categories and departments, and find the victories in each.