Push

Push is a Central Florida ad agency with decades of work behind it and an Instagram feed that looked like everyone else's. CEO Mark Unger wanted the agency to show its thinking in public, which meant a new mark and a way to post that did not depend on someone feeling inspired on a Tuesday.

The mark

The Master P. A capital P rippling out from the center, each ring sharper than the last. It reads as pressure applied from the inside, which is what the agency claims to do for a brand.

The problem with the feed

Agencies post finished work, and finished work says nothing about how you think. Push had the archive and the people. They needed containers.

Ten post types

Dear Diary: drawings and writing from the people who work there.

Lost & Found: design and art worth stealing from.

Critical Mass: visual strength in numbers.

Horcruxes: an object a Pusher will not throw away.

My Precious: an object worth arguing about.

Master P: the new mark, reinterpreted by outside artists.

Made You Look: writing from the agency worth twelve minutes.

Deja Vu: old work that still holds.

Forced Fun: what the team does together.

Attention Please: hiring, news, holidays.

The typographic frame

Corner-locked titles on every post. Type over image, always. The feed reads like an editorial desk, which is the opposite of how the photography-first agencies they compete with post.

The launch

We commissioned the first six Master P interpretations through Dribbble, each one tuned to a sector Push knows: luxury retail, dining, agriculture. Artists included Filippo Odone and Alper Dostal.

Where it landed

Push got a mark with an argument inside it, and a system an intern can run on a Monday and still sound like Push.

Sector: Advertising

Disciplines: Art direction, identity, social strategy

Team: Mark Unger, Thomas Foglia Jr., Tricia Hinds, Mike Diomede, Nick Chanovsky, Kevin Alves, Joe Tamponi, Filippo Odone, Alper Dostal, Michael Luis Diaz

Office: Orlando, FL