book Archives

Easton Archery | backstory

Challenge Celebrate a century without losing the plot Easton is one of those rare companies that helped shape an entire sport. From its earliest aluminum arrows in the 1940s to its place in every Olympic archery final since 1972, Easton has left its mark on the field and in the hearts of archers around the […]

Easton

A sporting brand story that starts with family, not gear

USP | backstory

Challenge Turn a quiet giant into a story people want to share For two centuries, the U.S. Pharmacopeial Convention (USP) has quietly shaped public health. Its standards and scientific expertise underpin the quality of medicines and foods in over 140 countries. But when it came time to celebrate that history, and point toward the future, […]

USP

200 years of science, standards, and a mission in the public interest

The JOEY Story | backstory

Challenge Celebrate culture, not just growth For 25 years, JOEY Restaurants had built a name for elevated casual dining with smart interiors, a strong service model, and a bold West Coast brand. But internally, what really set JOEY apart was its performance-driven coaching culture. From servers to executive chefs, team members were mentored, not managed. […]

Northern Trust

A trusted institute’s strategic book for families who think generationally

Northern Trust | backstory

Challenge Share wisdom without sounding like a white paper The Northern Trust Institute had over a century of experience advising wealthy families. Their insights were substantial, covering everything from investment strategy to succession planning to intergenerational values transfer. But much of that knowledge lived across disparate sources: some appeared in short-form content; others in proprietary […]