Friend or Foe

When a friend left a former partnership to establish his own digital advertising agency, he asked if we would develop the identity for his new shop. We could not have been more excited. When we found out that he had determined to name his new agency ‘Friend or Foe’ we realized we were in fact wrong, we could actually be more excited. The self aware name was a treat we were anxious to bite down on. CTT 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, we were 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.