Brandathon is an event run by the Ad Club in Boston where 12 startups (who can't afford big agency talent) get paired up with 12 agencies (who have big agency talent) and compete in a 72-hour re-branding competition—with no contact between the two entities after an initial creative briefing. So the startups get branding for free, and we get the thrill of re-branding a company completely autonomously. It's a win-win. In 2016, my team got paired with the Grateful Burger Co—the creator of a 1/2 beef, 1/2 vegetable burger that tastes great and reduces the environmental impact of traditional beef burgers. The first image you see is where the brand was before we gave them a new name, look and feel, and brand positioning.
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