BEFORE WE SHARE OUR WORK, WE’D LIKE TO SHARE OUR SECRETS.

THE SIGNAL CODE

AKA The Three Irrefutable Principles of Creating Black Noise®

Q: Did I notice it?
This captures attention for your brand.

Most brands do not achieve this minimum expectation with their ideas, and that’s why they see no impact from their marketing.

Q: Did it draw me in?
This sustains engagement with your brand.

A small number of brands reach this level but category conventions still dominate, making differentiation a serious challenge.

Q: Did it move me?
This delivers emotional reward and meaning for your brand.

Only the brands that achieve this become worthy of case studies.

We use The Signal Code to both create our ideas, and evaluate whether they deserve to exist at all.

We welcome you to judge the results for yourself.

Much of this work was led by our founder at Team One, Leo Burnett, and TBWA\Chiat\Day.

In 30 minutes we’ll identify one place your brand is blending into category noise—and how to break out of it.