January Edition: Casa Malka, worldbuilding and startup storytelling
Dispatch from the longest month ever.
January managed to somehow feel like two months. In these tiresome times, I’m clinging to the words of one of the greatest writers to grace the planet (IMO).
“...we are each other’s business: we are each other’s magnitude and bond.”
Whether the powers that be like it or not, we’re all in this together, always. At home, at work, in our daily interactions with strangers IRL or online. So at The Subtext, we keep keepin’ on, trying to make our internet home a little more pleasant for anyone dropping by.
So far, we’ve added some great new stuff over the wall, and in short order you’ll find even more – for everyone. We’re putting the finishing touches on a new next thing coming next month and there’s much more on the way.
And please, keep the amazing submissions coming (especially if you’re a subject-matter expert eager to flex your know-how). More than anything, we’d like to hear from our people. Drop into the comments (scary, I know) – tell us what you’re loving, what you want to see less of, or whatever random half-baked idea popped into your head.
Take care, stay safe and keep finding joy within the words.
Peace,
Pamela Henman, Managing Editor
Interview with Will Nicklin🎙
Will Nicklin, Head of Copy at How&How, shares how his background in art and blogging inform and influence his work, and details the essential ingredients (outside of great writing) that build a fruitful career. READ
Interview with Daniel Edmundson🎙
Daniel Edmundson, partner at SYLVAIN, breaks down the career turning points, mentors, and places that shaped his creative approach. He also shares his two cents on creative life in NYC—and when it’s time to leave. READ
Verbal Archive ✍
Verbal Identity: Ayoh
Guided by the essence of “Mayo Mother” Molly Baz, CENTER balances retro-inspo and modern sharpness to craft Ayoh’s striking verbal identity. Our eyes are intrigued and our mouths are watering. READ
Verbal Identity: Casa Malka
Make way for royalty. Tequila brand Casa Malka’s verbal identity by Nihilo is regal, unapologetic and confidently takes up space in the crowded CPG category. All hail. READ.
Verbal Identity: Lancaster County Career and Technology Center
Infantree helps Lancaster County Career & Technology Center smash the assumptions and negative stereotypes of attending trade school with a rebrand that emphasizes undeniable results. READ
Sound Off 📢
Claire Barham: Worldbuilding for copywriters
That addicting six-book fantasy binge might not really be a distraction from work. Copywriter Claire Barham breaks down the greatest copywriting lessons she’s learned from the comfort of her favorite fantasy books. READ
Maor Ofek: How storytelling can demystify startups
We’re just as sick of the startup word salad as you are. Thankfully, startups can stand out by telling an effective story. Maor Ofek, founder of SIDE ST, shares strategic insights from his work building foundations for startups. READ
Links we’re loving 🔗
LinkedIn can be cool sometimes. We’re eyeing some killer work like this Uber campaign. And, of course, Bombazine Oysters.
We all need some good news right now. Yes, stay informed on the not-so-good news too, but it’s all about balance.
Speaking of bad news, here’s an outlet to scream into the void.
Take a brain break and indulge in a little nostalgia with throwback games. Our fav? 2048.
That’s a wrap for January (finally). But never fear, February’s calendar is set with more insights, inspiration and fresh takes to dig into.