So you just hired a new ad agency, marketing firm or some creative group to help support your company’s sales efforts. Sure they’re talented and capable of great work, or you wouldn’t have hired them in the first place. So how is it that some clients are able to get great work out of their creative partners while others can’t?

ICG Advisors is a investment group which had grown into a large company primarily through word-of-mouth. When they realized that they needed new documents to better communicate with their growing list of clients, they also realized that they no real corporate identity.
From the start, we knew this project would be more difficult than usual. Not only did they have no experience with creative, but because they were in the middle of their corporate launch, they didn’t have time to provide input about their look-and-feel preferences, corporate personality or goals for their identity.