Working with a client who's in a staid, conservative business. They're out to change the game, make waves. Break out of the pack. They're going with a bold positioning, speaking the unspoken, making a high-velocity promise.
But they absolutely cannot afford to lose credibility or appear shady.
So we're trying an interesting twist. We're going with edgy, human, high-energy copy. But in an understated and elegant layout. Big, big promise in smaller type.
The effect is intriguing. We'll see how it works.
