18 c. Agency

I've been thinking a lot about the time between... That time when a brand has grown beyond a passion project or brain child of a Founder and they're acquiring customers, picking up speed and momentum each day shipping orders and producing more product. Those weeks you discover which products are your strongest sellers. The moments you uncover what it is your customer really, truly wants and expects from you. During those moments, we focus so much on growth, forging ahead and blazing new trails, however in my experience, building SaaS businesses and fashion brands, in addition to planning for growth, a business' super power, that in turn amplifies growth, can be a constant obsession with improving efficiency: Time to launch, hours to pack and ship an order, minutes to respond to potential customer inquiries, dollars saved on shipping, dollars earned on shipping, velocity of wholesale reorders... the list goes on. At 18 c. we enjoy thinking about growth but believe strongly it is never too early in a brand's life cycle to become obsessed with operational efficiency. Keen to chat on the topic further? Let's connect.

The most effective content endures. An example? I give you: Slim Aarons. For decades, creatives, designers and brand builders have been trying to emulate the iconic American photographer's lazily calculated, sumptuously styled images that were emblematic of the 1% back in the 1900s. Why do we save, send and print out Slim Aarons prints even today? Why do million of people invest their dollars in beautiful coffee table books filled with his work? Why did 18 c. use Aarons as a muse in a recent shoot? Because Slim Aarons' body of work is a photo diary of social culture. While he wasn't selling a product per se, his relationship with his subjects and their surroundings has us as viewers and drinkers-in of his works thirsting for the unbelievable world he detailed. A world we will never see. How do you build a world that your customers want to live within? The answer is with an intentional blueprint and brick by strategic brick. Photo credit: 21st & 18th, Photography by Julio Adrian Photography (https://lnkd.in/g_VGSW2x)

Details from a recent production...Can you guess that era we were shooting within? 👀

18 c. Agency is a team of creative consultants who work with fast growing brands to increase the RoI of creative content through a measured approach to photo and short form video production. We also work with product based businesses to improve efficiency in our operations consulting. For our colleagues across LinkedIn, we're looking forward to connecting with you. Cheers!