Client: Lugiron
Subject: Diagram "Cause & Effect"
Live Date: Mar 11, 2010

Description: The client was repositioning themselves to be social media analysts and needed a new look to their identity.

In a meeting, the CEO drew a diagram to explain the results of using their software. I offhandedly mentioned how the sketch resembled trees growing in the dirt. We brainstormed and realized that an diagram showing how the software worked might be very interesting. Everyone liked the nature/ecosystem approach and a new sketch was born. (see below)

Ultimately, we felt that the back-of-the-napkin drawing meets an old textbook diagram would enough visual interest to set the client apart from their competitors at SXSW 2010. They also gave away free Cuvée Coffee as an alternative to the swill being offered in the main hall.

Aftermath The diagram was used as the backdrop of the client booth, on postcards, and ultimately on the website splashpage. We were told that they got many compliments at the booth, and that many people stopped specifically to ask about the graphic. That makes you feel good, right?

We worked very closely with Jones-Dilworth to make this graphic happen.