I’d love to be perfectly honest here. I hired a talented branding agency in Manhattan (The O Group) because I felt a little "stuck." Not stuck as a designer. Stuck in how to convey what the Kimberly McDonald brand is all about. I felt that even I sometimes had trouble articulating what inspires me—I just couldn’t find the words. I told myself that it was from several years of being asked, "What inspires you?" and giving the same (true but repetitive) response. Have you ever said something so many times that you forget how impactful it is? I wasn’t forcing myself to really consider the question.
So this talented group grilled me on what’s important. In life. In business. Inside my head. I begrudgingly answered, wondering what the purpose was. Some weeks later, they came back to me with a campaign that could convey what I couldn’t find the words for: “Dig Deeper.” I loved it instantly.
It described in two words so much of what I want for myself, my brand and my clients. Possessing soul and character. Radical beauty. Defying convention. Individuality. The idea of digging deeper has depth; it has spiritual and social inference. And if you're not into that...it might just symbolize adding another piece to your collection!
We’ve just launched a new website that I’m incredibly proud of. We’re excited to share some amazing stories with you here, beginning with our new Dig Deeper campaign!
If you’re reading this, I hope you enjoy exploring our new site, and I hope that you’ll participate in #DigDeeperKMD.