“Creative without strategy has no future. It's just adding to the noise.” This is my favourite quote from the agency world. It was said by one of the designers in our studio. I love it because it sums up everything our clients need from us. They don’t just need a logo, tagline and a nice-looking brochure. They need our help to make better decisions around their brand strategy to make their audience think and remember them. The creative execution is vital, of course, but every project stands or falls on the unglamorous work in the buildup. The audience research, the fact-finding and forensic analysis of all the information available form the core of our communications strategy before any design work gets done. “You do all of our thinking for us.” That’s another great quote, this time from a client who really understands the value Sherry brings beyond exceptional design work. What people think of as ‘creative’ and what will make a difference to the business are very different. We help with a level of smart curiosity and effort beyond the norm. We often hear ‘I didn't know I needed that’ when we’ve given someone a fresh view of their commercial world and repositioned the business where it needs to be. You can't afford to be the same as everybody else as a brand. You've got to think about your message, purpose, position, and point of view. If you don't work with an agency that pushes that, you'll get pretty, but you won’t get purpose. You need to get bolder.