We are an advertising and design agency. We wanted to create a holiday card to send to clients, suppliers and media that would stand out among the holiday card clutter.

We arrived at this design because it employs Morse code symbols, reinforcing the agency's commitment to simple, to-the-point communications. Although it plays off the somewhat mysterious NATO alphabet theme giving the logo a cryptic quality, it is instantly clear and decipherable.

In a relatively short period of time, this logo has helped the agency achieve a striking and iconic look that both defines them and sets them apart. It's caught the imagination of the press, receiving mention in just about every article about the agency. It's got their colleagues in the industry talking while serving notice that there's an agency that's doing things differently; the high profile founder could have just put his name on the door but chose instead to encode his first name - Zak - within a concept and logo.