Agency creatives Beat Baudenbacher and David Herbruck loved working on screenplays on the side—so they decided to combine their understanding of story and experience with branding as a way for other media companies to tell theirs. After first meeting in 1998 at design shop Attik, they stayed in contact to write movie scripts, eventually co-founding Loyalkaspar. The goal: Take the elements of film and apply them to branding and content. Since then, the team has grown from two aspiring screenwriters/creatives to a team of 50 with offices in New York and Los Angeles.
“I really think of ourselves as more of a character actor,” Baudenbacher said. “Which means we need to be able to very nimbly adapt to many aesthetics. It’s on purpose that we’ve never developed a house style.”
The agency has come a long way since its first client, VH1, awarded the shop a modest $8,000 budget for a show’s brand package. When CNN began getting into covering entertainment, Loyalkaspar created marketing campaigns for a documentary series produced by Tom Hanks, with each episode examining a decade of history. The agency also helped rebrand SyFy, repositioning it as more of a news filter for all things science fiction.