We’re doing the complete brand identity for McGovernWang, a new boutique banking firm specializing in transnational deals between China and the U.S.Most fun was designing the Chinese version of the website.

It’s interesting because it feels like the notion of the “campaign site” is changing, at least in our minds it is. Traditionally it’s been an interactive super ad built in flash and it takes at least a coffee break to load. This model is dependent on a heavy media buy, a bunch of banners… Oh, and a viral component which hopefully does its job.

But what if you stop thinking of the “campaign site” as a digital billboard in cyberspace and start thinking of it in terms of a any other media property except perhaps more specified in purpose?

Take a leap from “advertiser” to “publisher”…  Might make things more interesting for people.

We’re trying.

We had an inter-office party with our brothers and sisters in Sweden
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