You may think that all we do is art and copy. But sometimes clients call upon us to create a message architecture. Essentially what to say, how to say it, and who to say it to. This requires a good amount of research and shoe-leather. But the result is something the brand can eventually own and use as a critical secret weapon — a hard-won insight that no one else in their space can access. Connecticut Landmarks was fortunate to have over a dozen properties serving 10 different audiences. They also had over a dozen different people posting to social media on their behalf. So we created a clickable, interactive matrix that allowed the team to jump between properties and audiences to tailor their marketing.