FIDGET

After over 25 years in business, ZEESMAN was a marketing agency that had made a name for everyone but themselves. But that lack of brand equity afforded them a freedom that the household names will never know: the freedom to change everything … including their name.

Still, after 25 years, they did have a roster of clients and colleagues who had always known them as ZEESMAN. So they wanted the name change to feel as surefooted, natural, and right to everyone else as it had to them. Less of a revolution and more of revelation.

The new name was inspired by the idea that inertia is kryptonite to business. That if you want to get or stay ahead, you can’t stand still for a second. The name? FIDGET. As soon as I heard it, the tagline pretty much wrote itself.

“Never stop moving” would be the bridge from ZEESMAN to FIDGET. We introduced it at a key networking event in 2018 and used it in all of their self-promotion efforts that year, culminating in the grand (re)brand reveal at the same event the following year. The sheer subterfuge of it all makes it one of my favorite projects to date.