Not about tractors. Definitely about brands. Sometimes about advertising. Not really about expectations. Obsessed about product. Relentless about design. Selective about clients. Unreasonable about fonts. Fanatic about growing your business.
Our process has been shaped by this understanding. While each brand has an essence of its own, there are governing principles that drive the creation of any great one. Some rules we live by: Product first. Design is not an end unto itself. Better ideas, fewer words.