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| Professional Mindware IDG books, the largest supplier of technical manuals and reference materials in the world, was looking for a tagline for their new M&T Books imprint. Clark Creative of San Francisco, who was managing this as part of a larger project, contacted us to do the creative tagline development. |
| IDG was looking for a tagline that would grab the reader's attention and let him or her know that the information in any M&T book was both of professional quality but was as current as you could get. It had to be smart but also convey something larger than merely intelligent. |
| Our solution, Professional Mindware, does just that. It communicates that these are books for the pros. That they are full of high-level knowledge. And that they are not just about static facts and figures, because Mindware implies that these are also dynamic tools that amplify the power of your mind. A dynamic and on target message in just two words. |