Port 100 is a cowork prominently located in Downtown Geneva, NY. Despite the location, the business still had a visibility problem. Passerby often stopped in asking what the space was used for. Here’s the graphic poster series we created to raise awareness about Port 100.



3 Powerful Ways to Build an Authentic Brand

Where does trust come from?

We can’t possibly trust something we haven’t experienced before. So how does that work for your business? How can you convince someone to give your product or service a try?

It comes down to the marketing adoption curve. Some people are comfortable with risk. Enough that they lean into risk so they can be first. The first to try a new restaurant, or a new financial advisor or a new technology product. Anything!

The people who are comfortable with risk are the people who stand in line for 6 hours to get the new iPhone before anyone else. Because they’re comfortable being first.

Well, what about the rest of humanity?

To compel people to take action, especially those with a low tolerance for risk, we have to create tension. And we have to do that in a way that is welcome, authentic, ethical and effective…


“If you want to build a ship, don’t drum up the people to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast endless sea.”

– Antoine De Saint-Exupery

Ponder this one for a while. The meaning applies to so many things – work, relationships, parenting and more. What does it mean to you? Read more words of wisdom from Antoine here.