Friend or Foe

Friend or Foe

You decide. Or we will.

When a friend left a former partnership to establish his own digital advertising agency, he asked if I would develop the identity for his new shop. I could not have been more excited. When I found out that he had determined to name his new agency ‘Friend or Foe’ I realized I was in fact wrong, I could actually be more excited. The self aware name was a treat I was anxious to bite down on. I seized the chance to both write and design for materials that were honest about their intent. In an industry that is vastly more about perception than it would ever willingly admit, I was able to draw upon popular culture to tell a story about whether or not it’s better to be the good guy or the bad guy. And the truth is, it depends on who you are and what you want. That right there is what advertising is all about.

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