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April 22, 2010
Pictures and Words
When I first met John Creson in 2005, I was able to pick up something very different about this agency, from the client list to the intent behind the work. When I joined Addis Creson in 2008, I became immersed in the ethos of “Positive Change” and realized there was something special going on here. There are many characters here with richly diverse and fascinating backgrounds, but our one common thread is to use our work to do something better for the world.
When I look at the homepage of the website, I read the words describing our mission. There are stunning images of our client work layered behind and exemplifying these words. For the last two years I have contextualized our mission with the images of our work. Then—just the other day—when thinking how we can recognize Earth Day, our own imagery of the earth photographed in our personal time was an excellent means to do so. Images are free of technology, structures and humankind—the focus is on natural beauty, wildlife and landscapes. When these beautiful images went live on the site, I stopped and re-read the statement on positive change in a new context: the earth. Our client work is important, but reflecting on what we do in behalf of the planet is much more profound. It's incredible how pictures can activate words. "We" is not just the staff at Addis Creson, here in Berkeley. "We" represents all of our friends, neighbors, colleagues, vendors, organizations, partners and those in the future we will have conversations with around the world. It's amazing how a couple penguins in Antarctica or the vastness of our environment can add to the greater meaning of what it is we're doing. And "we" is "everyone"—and everyone can spread positive change.
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