Brand Creation

In today’s business environment, the value of the brand can outpace the tangible assets or revenue stream of the business. For successful companies, brand equity is the most valuable asset they own and yet it does not live on the balance sheet.

George understands that successful branding comes from effectively communicating your company’s message, making the name synonymous with a predetermined action or set of expectations.   This “brand promise” is created through concise messaging and provides the client with a clear understanding of the value that the company or organization promises to deliver.

Just For Dinner

For professional couples in the lifestyle, finding a local place to meet and connect with their peers is an ongoing challenge.   The structure of existing clubs and parties precludes a consistent result, and their physical location may even discourage attendance.   Just For Dinner has capitalized on this opportunity by providing a concise message, and effectively communicating that each evening will achieve a specific threshold with regard to venue and culinary presentation, in a non-sexual, no pressure setting.


Just For Dinner: Manhattan - Sohi Room, New York City, NY

Not Just For Cocktails

Created as a follow-on event to Just For Dinner, the awkward insertion of “not” into the name implies that there is something additional to be inferred by the reader.   When viewed by the target audience, professional couples in the lifestyle, the natural assumption is that these will be on-premise events.  Through context and image selection the reader will draw certain assumptions about the caliber of the event and attendees.  For those unfamiliar with the lifestyle there remains an inference that there is something unseen, but no direct explanation is provided.

Gentlemen in jackets and ladies wearing cocktail dresses set the tone for an elegant, social affair.



Migrating clients, from one brand name to another can be done, provided that the original identity is acknowledged, and successfully integrated into the new identity, so as to convey the original brand promise.

For Exxon, the transition from Esso benefitted from maintaining the same colors, and similar alliteration.  Customers were introduced to the new brand atop there familiar, local gas station, and then readily recognized the new brand when traveling across the country as Esso and Enco stations were consolidated under Exxon.

Esso and Enco rebrand as Exxon nationwide in 1973.

After a decade of hosting elaborate, high-end events for a select guest list, George recognized that it was time for a similar shift in branding.  While the “-g” logo had served as both shorthand for his signature and the company logo, it also conveyed the message that these events contained both his special mark and his promise of quality.  

When the time came to recognize that the members of this exclusive guest list had become an even larger part of the attraction than the events themselves, and that their ongoing support and participation had grown in importance in the creation of these erotic masterpieces, transitioning the company’s identity became necessary.   It also provided the opportunity to further elevate the selective nature of this private community, and establish a more stringent vetting process.

By adopting the name “the-group” and inserting the hyphen, it became possible to quickly convey to the experienced couple that this was an evolution of a beloved, familiar product as it still bore that familiar mark of quality, the “-g”.