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More Than an Adjective: THIS CREATIVE SHOP SPREAD ITS WINGS WITH AN IN-HOUSE PUBLICATION CELEBRATING MONTAUK CULTURE.

Five years ago, co-workers Autumn Berrang and Taylor Harkey took a major plunge: They left their jobs to launch Adjective & Co., a branding and advertising agency based in Jacksonville Beach, Fla., with a presence in Montauk, N.Y. The pair felt the regions needed a shop of the creative caliber of big-city agencies. "What we tried to do was to take all of the great parts of the bigger agency world and leave behind all of the parts that we felt like didn't work at larger shops," Berrang explained. Today, Adjective & Co. counts the New York Islanders and Jacksonville's St. Vincent's Hospital as clients. But that's only part of the picture: In December 2015, the shop launched Whalebone, a periodical featuring Montauk's culture. Berrang and Harkey seamlessly blend Whalebone's ads with the magazine itself. For example, it will work with an advertiser to create a black-and-white ad if it appears next to a black-and-white photo spread. "When you look through the magazine, it doesn't look like there's [an] ad in it," Harkey said. "In order to stand out, you fit in." At first, he added, it was a struggle to get brands to agree, but it became an easier sell once they realized that it helps make a brand's message feel more authentic.

Specs

Who (From l. to r.) Art directors Zack Causey and Mallory Turner; Alex Balosie, designer; Kari Davidson, account executive; Taylor Harkey, co-founder and ecd; Kingsley Spencer, associate creative director

What Branding and advertising agency

Where Jacksonville, Fla.; Montauk, N.Y. 1 New York Islanders winger Anders Lee starred an integrated, fan-centric campaign for the NHL team. 2 For Bono's Pit Bar-B-Q in Jacksonville, Adjective & Co. branded its menu as a "bucket list." 3 A custom Moleskine ad for Whalebone features sketches of the magazine's covers.

BY DIANA PEARL

Please Note: Illustration(s) are not available due to copyright restrictions.

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Title Annotation:AGENCY
Comment:More Than an Adjective: THIS CREATIVE SHOP SPREAD ITS WINGS WITH AN IN-HOUSE PUBLICATION CELEBRATING MONTAUK CULTURE.(AGENCY)
Author:Pearl, Diana
Publication:ADWEEK
Geographic Code:1U2NY
Date:Nov 5, 2018
Words:313
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