#startuplyfe
client.
agency.
roles.
description.
FireWatch
FireWatch
Creative direction, branding​​
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As FireWatch pivoted from movie studio to experiential agency, it needed to align its eclectic team toward a common vision. We solidified our primary focus: museums. Then built a brand identity to win in the market.
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internal. core ideas
Mission
To spread our clients' fire
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Our clients have big visions of making the world a better place. They bring the mission. We bring the magic.
Values
Building Bonds
We believe in cultivating relationships and work that transform all parties for the better.
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Making It Happen
We believe that bringing our clients' visions to life takes fearless problem solving.
Stand Outiveness
We believe in creating an unforgettable mark by doing things our way, even when it means getting outlandishly weird.
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brand. foundations for go-to-market presence
Brand Archetype: THe Magician

The goal of the Magician brand archetype is to make dreams come true. The Magician can transport you to a Utopian world where the only limit is your imagination. They provide their clients with power.
Core Emotion: Whoa
Voice
Authentic
We’re real. Like real real. We aren’t dreamers, with their pies in skies. Because how sweet is a pie you can’t reach? We’re more like realists who never stopped digging reality.
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Crackling
You can feel the energy when we talk about our work. And when you’re this excited about something, you spend more time doing than talking. In other words, we get to the point quick.
Daring
We're doing stuff that hasn't been done before. We're going global. We're swinging big. Rulebooks be damned. Audiences should feel our fearlessness when we talk.
Positioning
We create experiences that impact guests. It's all about the emotion.​​
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comms. putting the brand into action
Tagline

SPARK A REACTION
Origin Story

Headline Examples
Get the Whole World of Whoa
Impact your guests with 3 pillars: Immersive Storytelling, Experiential Technology, Designed Environments.
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Head-turning. Hair-raising.
The facts are just the start. Weaving them into a narrative and sharing them in 3D space, you'll turn information into inspiration.
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Experiences are like rose stems.
If they don't make you feel something, there's no point. Let's spark a reaction together.