The Blog

Bridge Bank wins “Innovative Community Bank of the Year” Award for Marketing & Branding Innovation

March 28, 2014 Chemistry Club


Congratulations to our client Bridge Bank for being awarded the “Innovative Community Bank of the Year” Award for Marketing and Branding Innovation.

We’re proud to have helped Bridge Bank with an extensive brand redevelopment initiative, launched in spring of 2013. From a new communications platform, to a new identity, to a new website, our agency gave Bridge Bank a voice and look that compellingly conveys the organization’s unique qualities.

“This is a bank that was actually walking the walk,” says Creative Director Scott Aal. “They’re very entrepreneurial in their approach to business, giving them the flexibility to do things for their customers that are unheard of in the industry. But you sure wouldn’t have known that from their previous positioning or marketing materials.”

As part of the process to redefine Bridge Bank’s brand, we conducted over 600 interviews with clients, employees and prospects.

Says Ryan Barringer, SVP of marketing for Bridge Bank, “I believe that what we achieved not only reflects the collective perceptions of all Bridge Bank stakeholders, but also it tells the true story of how the bank differentiates itself from its competitors, and how it adds real value to its clients in a way that no other commercial bank can.”

“The impact of the brand rollout has been fantastic…the market loves it, the message has been clear.”
Paul Duren, Business Development Officer, Corporate Banking

Check out the full press release here.

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Know Thy Selfie

March 4, 2014 Chemistry Club


As the advertising and marketing worlds continue to respond to the dramatic shift in consumers’ desire for content delivered via digital platforms vs. more traditional, The Oscars last night made quite clear a pretty cool fact. A tweet can’t be meaningful if it isn’t in real-time. So, we ask, is it possible that Twitter and other social channels actually make offline media more relevant? When it comes to tent pole broadcast events, the answer is yes!

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February 20, 2014 Chemistry Club


We’re thrilled to be working with a tech start-up called HayTag, creating a new brand from the ground up. The first product will launch this spring, and it’s all about being able to keep track of your pets from your smart phone. Wouldn’t it be great if no one ever lost another cherished four-legged friend? The agency dogs are already lobbying for modeling work.

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Chemistry Club is anti-chemical. Huh?

January 16, 2014 Chemistry Club

We’re helping launch a new brand in the U.S., from a company that’s had major success in Australia. As addicted as we Americans are to our caustic household cleaners, Australians and Europeans have discovered that high-tech microfibers and plain water are actually more effective at getting things clean. (Yeah, we didn’t believe it at first either.)

Our Aussie friends are in town this week doing some PR events for the new brand, called Zabada. We’ve been working on videos and online ads for the launch. Here’s a sneak peek at the launch video.

Next time you look under your kitchen sink, we hope it makes you think, “What the yuck?”


Branding is hard*.
* Especially when you’re your own client.

December 23, 2013 Chemistry Club


In December of 2012—yes over a year ago—we decided to restructure our agency and give ourselves a fresh coat of paint. We had begun life in the traditional world, and over recent years we’d morphed into something very different, doing lots of digital work, content creation, design and, most importantly, brand strategy. Sure, we could easily have stayed with our old name, but we’ve never been especially good at doing things the easy way.

So we gathered the troops at the beginning of 2013, talked through the plan, and asked everyone to think up some names. We compiled huge lists, sorted through them and posted our top 500 or so on our big magnet wall. We asked everyone to mark their favorites, and got the list down to about 100. We re-arranged the finalists on the magnet wall, letting the best ones rise to the top, and then we started checking availability.

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