LET THERE BE DRAGONS by TBWA\Chiat\Day Nashville for Let There Be Dragons

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LET THERE BE DRAGONS

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day Nashville
Copywriter Rob Schwartz
Designer Jason Fryer
Released April 2012

Credits & Description

Category: Self Promotion
Advertiser: LET THERE BE DRAGONS
Product/Service: CONTENT PRODUCTION STUDIO
Agency: TBWA\CHIAT\DAY
Executive Director Of Content: Jennifer Golub (Let There Be Dragons)
Content Coordinator: Senna Chen (Let There Be Dragons)
Lead Designer: Bory Chung (TBWA\Chiat\Day)
Designer: Jason Fryer (TBWA\Chiat\Day)
Copywriter: Rob Schwartz (TBWA\Chiat\Day)
Media placement: Stationary - Throughout The Creative Community - 10 January 2012
Media placement: Business Cards - Throughout The Creative Community - 10 January 2012
Media placement: Mobile Office Bus - Outside TBWA\Chiat\Day - 13 February 2012
Media placement: Website - Www.lettherebedragons.com - 4 April 2012

Describe the brief from the client
The brief was to create an identity that evoked the unique approach of the company. This company builds intellectual property that is co-owned and executed in partnership with the authors. These projects are all personal passion projects and employ all mediums including film, television, digital, books, games, etc. The act of stamping is empowering while creating unique executions.

Describe the challenges and key objectives
Let There Be Dragons is an independent content production studio. This is a start-up that is nimble and fiscally resourceful, drawing its inspiration from a pirate heritage of fearlessness, and invention "Unchartered territory" on ancient maps would be marked by a dragon.

Like a typical renegade start-up the budget was restricted, but constructively enforced the culture of d.i.y.

Describe how you arrived at the final design
For the stationery, we encouraged creative entrepreneurship while repurposing wasted paper. We embraced the imperfections as part of our spirit. Everyone received a stamp kit with different colored inkpads and paper, embodying individuality, tactility, and humility.

For our offices, we purchased a retired Edwards and Romney campaign bus from Nashville. Effectively recycling, it was significantly cheaper than standardized office space (as well as fun and nimble) and reinforced our D.I.Y. culture.

We created a website with the unique visual impact of one continuous journey through different landscapes. We used NASA and ancient artifact imagery that was public domain.

Give some indication of how successful the outcome was in the market
Crafting business cards creates a sense of workmanship; the act of stamping is empowering/participatory. Breaking the traditional printed model, we produce on an ecologically efficient basis.

Our mobile office bus is disruptive, nimble, and resourceful, challenging the paradigm of traditional workspaces, and speaking volumes to employees and the creative community.

Our website invokes the spirit of adventure, requiring navigating the technologically elegant parallax to reveal our story. It honors traditional exploration and celebrates future inventions.

Our self-promotion honors the individual. Every expression of the company is inspired by the creative submissions, including the thoughtful responses where we express our gratitude.