It doesn’t take long before someone will ask us about our logo, or about the “head,” especially if they are visiting our offices for the first time. Depending on who you ask, you are likely to get several versions of the same story. The truth of the matter is that the use of “Easter Island” themed iconography in the branding of our agency is a result of the exact same time-tested approach that we use with our clients. It is the same process that created the name “Giant Ideas” in the very beginning.

It all started like this. A very big man with a very big idea decided to start his own agency, an agency unlike any other, but an agency that no one at the time would have heard of. He wanted the agency to represent new thinking, something that employees would feel part of and that clients would be excited to work with. It was also a risky proposition, this was during the chaos that followed September 11th, and this big dreamer had no clients to found the agency with. Naming the agency after himself just wasn’t his style and labeling the new company “Advertising” or “Agency” just didn’t seem right either. He remembered what Neil Armstrong had said upon his historic Moon landing, “One Giant leap,” and given his physical presence and daring entreprenerial spirit, decided upon Giant Ideas as the name of the new agency.

Being the brand master that he is, he also knew that he needed a visualization of his ideas for the new agency, something that would capture the imagination and that would never be forgotten. Mysterious, enigmatic, powerful, these were all words that had come from the naming process and resulted in the tag-line we still use today, “Ideas that stand the test of time.” Well, it wasn’t long before all of those factors pointed to a mysterious, enigmatic idea that had certainly withstood the test of time, the statues of Easter Island.

We practice what we preach. We branded ourselves and then advertised ourselves. And it worked. What a concept.