Quick, we need a brand! Remember the dot com boom? Business magazines were fat with sleek futuristic ads (usually black with silver type) hollering empty, jargon-stained platitudes.

Rather than follow the fold — a waste of our client’s money, behaving like a drop of water in a lake — we chose to give a history lesson. Business is still business — same as it ever was.

Mind, the timeline helped cut through the tech-babble. We met the client on Wednesday. This project was briefed on Thursday, then in the Globe and Mail on Tuesday.