World’s Biggest Indie Ad Agency Wieden+Kennedy Have Mastered Office Culture, Too, NBD

No matter the client or project scope, the agency first undergoes what Featherstone refers to as an “archeological” process. “We have to understand the brand and go to its roots to understand its DNA.” Once the agency is able to identify what a brand is ultimately about, Featherstone says, “We try to find what’s human about the brand, because we’re designing stories to build emotional connections.” Hoffman adds, “As far as style goes, it can be funny, like Old Spice, or serious, like Nike. But if a story is based on truth, then no one can argue with it. We can be successful with any brand if they will let us dig into the truth.”

From AIGA Eye on Design