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“We work in an unorthodox fashion and regularly drive producers, engineers, studio managers and anybody else who happens to be around to distraction.

If it was a simple, painless process then I don’t think the records would have the same intensity or resonance. You have to gouge away and open the veins and find the s##t that really matters, and to do that sometimes you have to go to some dark places.”

A lot of really solid businesses don’t look that way to the outside world. People want to believe, but you need to show them the way.

That starts with a strong visual brand.

So very unlike fast-moving storage tech player Xiotech

Under its new corporate leadership and our direction as AOR, they’ve bravely (and wisely) dumped the jargon in favor of new, powerfully simplified messaging. Instead of acronyms, just a straightforward promise to help customers run their storage enterprise and applications better…saving them tons of money. Isn’t that what it should be about? Explaining what’s in it for them, instead of blathering on all about us?

Still not convinced? Think about virtualization. Everybody’s sort of heard about it, but most people don’t really get it…it’s a hype category and the manufacturers are throwing a blizzard of confusion at customers. If you can find someone on this Earth that can distill it down to a core value prop better than our Xiotech thought leaders Steve Sicola and Rob Peglar, drinks are on us.

And there you have the ninth rule of Fight Club, the one that wasn’t in the movie — say what you mean, mean what you say. Preferably, in plain English.

Music is such a totally tied-in part of human existence.  From tribal beginnings, we’ve made it and listened to it for centuries.  Different rhythms and tones drive different responses in different people – one of us might feel elation when we hear a certain song or piece of music, but another might feel happiness, sadness, anger or regret.

It’s really personal, like the creative process.  We think that how an idea gets from A to B should ride on more than just facts, figures and rational selling points – but on the emotion, tone and feeling that music can infuse into the work from the beginning.  And the rhythm, vibration, energy and power of the designers.

LISTEN: Beat The Devil’s Tattoo

Fortunately, we’ve had the opportunity to help them do some unofficial brand storytelling too.

We made the addition mainly to accommodate clients visiting from out of town, because the city’s so much more convenient for people than heading north to our original place in Skippack, Montgomery County…which we’ll continue to maintain.

The creative talent thinks so too, since they mainly live downtown – best in the country btw. As we continue to build out the shop and move into different types of work (coming soon: a major wine account) this is right where we want to be.

Enter Xiotech. They work in the storage and virtualization space. Try to think of a more abstract idea to market than “virtualization” (by definition, it’s not even “real”).

As part of a complete company rebrand and relaunch we led just a few months ago, we worked with top Xiotech management and technology execs to distill all of the company’s messaging, including the too-complex virtualization message, down to a set of core statements that have real value for customers. We think the video below featuring Xiotech’s CTO, Steve Sicola, illustrates this approach nicely.

By simplifying what it says, and saying more every week, the company has set itself on the path to some very big things.

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We recently helped them to brand the company, and we developed, designed and helped them publish their inaugural book about self-care – Journey of a Lifetime.

We’ve also provided the company with a proper corporate identity package, sales collateral, a Phase 1 start onto the web, and are assisting them in networking to make inroads to prospective strategic partnerships with some of the nation’s leading medical institutions (e.g. Penn Medicine).