The concept was conceived, incubated and born in record time—in 5 minutes or less, while staring at the opened page of GoDaddy with the firm intention to buy a domain name for a prospective creative agency, here and now. This time we were our own clients, so it wasn’t a time for demureness—in order to find a proper name we should have neatly determined our competitive advantages. We knew them by heart, so the name was found rapidly, defined by our two most significant (and lying on surface) features: first, creativity, which is our profession and the way of existence; and, second, being extremely good at it. And since the superlative degree of ‘best’, as you know, is ‘beast’, the name is a simple and fair description of who we are. The natural-born, daring, intransigent, wild, fast and furious Creative Beast.
The brand ID and the slogan were conceptualized in the next 5 minutes. What creature could visualize our beast in a most authentic way? A dino, indeed. Why? Because we have always been fond of dinosaurs and never of taking ourselves too serious. Banter and frolicking is our trademark style, so we’d decided that our brand ID should be an ironic stylization of noble car mascots, like Jaguar, Rampant Lion, Mustang or The Spirit of Extacy. And by this to convey another message: when it comes to creativity, we are a rare, iconic, speedy, weird-but-cool-looking car. The spruce green Lotus Elan s2, to be exact. So this is how our blazoned Tyrannosaurus Rex had appeared. Dynamic, cute, friendly, harmless, but unfuckwithable. Smiling from ear to ear, showing his numerous sharp teeth symbolizing exactly what you have thought—being nice and dangerous. Or other way around.
In one word, TERRIFIC.
Not humble again, but this is probably the most neat and apt slogan we have ever created. And fast! And although technically it had taken 5 minutes of brainstorming, in fact, this is a verbal epitome and the essence of our more than a 15 year experience. A sharp and dazzling tip of an enormous iceberg hidden under water. We really love it—both, as clients and as creators.
In natural environment:)