Building an iconic digital identity. Plus.

I am a fervent believer in the art of the “plus one.”

First, give them what they asked for, only better.

Next, give them what they really want (but didn’t ask for).

Then, give them what they’ll ask for six months from now. That’s the plus one, an out-of-the-box, so-blue-sky-it-makes-everyone-a-little-uncomfortable, cherry-on-top-of-the-work-they-paid-you-to-do idea.

When Cisco asked us to create a new personality for all of their digital assets, it was the fruition of three years of “plussing one” on every project and pitch. That’s what it took to win their trust. And only by winning their trust could we have the freedom to create an identity that they could use now, and in six months, and beyond.

We called it “Kinetic” (because it’s designed to evolve with an always-on brand), and, of course, we threw in a couple plus ones.