No Ugly

Over the years, I kept bumping into Aaron Taylor at various agencies, when he was expensivelancing as a suit. Not sure if it was my imagination, but at some places it seemed he had a knack for getting on the wrong side of the Sith Lords running the show — mostly for failing to imbibe their particular flavour of Kool-Aid as snivellingly as expected.

That, and being perhaps a tad too fond of the notion that creative work should contain a modicum of creativity.

So I was not entirely unchuffed when he and his better half Jo asked me to help create a tone of voice for their (now not so) fledgling brand, No Ugly.