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I've always believed we're in the business of making memories. You can't inform or influence if you're forgettable. Many organisations are clear on the rational message they wish to convey. They approach their audiences with Logic Logic Logic, and wonder why the impact is minimal. Our brains are hard wired to spot and remember the anomaly; the lion in the grass. The thing that shouldn't be there. That's what I call the Magic. The Magic that helps us remember the logic. LogicLogicMagic®  has been a personal creative mantra for two decades as it understands the value exchange the audience expects.