Squareknot

Rebranding Customer Relationships

Squareknot is an advertising agency focused on customer relationship marketing. The ask was to launch a new voice and brand positioning that would challenge the status quo. It was time marketers realized that they exist for only one reason: their customers. The campaign included print, direct mail (brought to life with string forming a square knot – reinforcing the brand), online and emails.

Contributions

Eric Belanger:
Concept, Art Direction, Design

Mike Fragomeni:
Concept, Copywriting

A Knot-Awful Holiday Extravaganza

This holiday campaign goes well-beyond the traditional card: a live, 5-hour, Knot-Awful extravaganza for a great cause – CHUM Christmas Wish. Both the email and direct mail asked you visit knotawful.com to pick a holiday song you'd like to have performed (butchered) live. Along the way, to help fill time while performers prepared, skits, jokes and stories were shared. Just for fun, we even created and advertised a fake website which sold earplugs (which were completely sold out).

Affecting lives and getting to design and illustrate the animals were highlights.