Monthly Archive: April 2011

Look For the Pre-Consumer Excess In Your Market

I love when business solves social or environmental problems en route to an innovative product or service offering. That’s what’s going on at Looptworks, a Portland, Oregon-based apparel start-up led by two industry veterans.

Looptworks repurposes abandoned materials into meaningful, long-lasting and limited-edition products. By re-using the world’s pre-consumer excess, the company aims to rid the world of waste while inspiring a generation to reduce their impact on the planet.

Entrepreneur says Looptworks personifies the upcycling trend. And Upcycling is ushering in an entirely new wave of entrepreneurial innovation.

The article also features Terra Cycle, the New Jersey-based company that “outsmarts waste” by turning actual garbage into hundreds of products, like Oreo wrapper backpacks and bicycle chain picture frames.

As I consider the work these two companies are doing, I can’t help but wonder what pre-consumer excess we can repurpose in media and advertising. I know there must be some. Help me out here!

For more on upcycling, the magazine recommends Cradle to Cradle: Remaking the Way We Make Things, a book (printed on a synthetic paper made from plastic resins and inorganic fillers) by architect-and-chemist duo William McDonough and Michael Braungart.

Client Showcase #9

After many months of concentrated effort, I’m pleased to announce the launch of, the new website for the new Tucson-based health care brand.

As you might imagine, creating a children’s hospital brand from scratch comes with unique challenges and requirements. For one, the brand needs to be highly inviting to children, even though parents and medical professionals are the primary audience. Online especially, the trick is to strike a balance between clinical information and approachability.

Thankfully, Bonehook worked with some outstanding partners on this project. Let me thank them again here:

Web Dev: Corporate 3 Design
Design: Cathy Solarana
Illustrations: Anke Weckmann

Naturally, our Danville Children’s clients were also deeply engaged in this project from the get go. I thank them for trusting us to execute this vision for the site and the brand, in general. What started 16 months ago with the creation of the hospital’s brand identity, has blossomed into a full scale identity launch that includes print and collateral materials, event marketing materials, branded merchandise, interior design and now digital. Email marketing, social media marketing and more to come…