How can I afford to give away an industry secret like that? Right up top in large, bold letters, no less? Well, you probably know it already. It's so essential, in fact, that we tend to look right past it.

Not me, though. I don't look past anything. Depending on who you ask, I am a marvelous or terrible combination of art and science. The first step of my creative process is always strategy: I observe, analyze, research, and then I get creative with solutions. Every idea is crafted—and optimized—making them terribly effective, or effectively terrible if you're striving to be like everyone else.

Which brings me to the question: "What's with the jackalope logo?" You mean the hybrid that can't help but be unlike anything else? It's original by nature, and a marvelous combination.