Surface Texture

A recent article featuring agency Digitas Health caught my eye with their claim “We don’t work the way traditional agencies work.” Near the end was an innocuous quote “We build and manage a brand surface over time. . .” and I believe I had a lightbulb moment right then and there. The word “surface” in context with the entity brand really intrigues me, because I believe it implies a length and width, a continuous plane that can surround. The sheer scope lends itself to conforming to varying situations and needs, doesn’t it?