Loyalkaspar Calls Itself the Character Actor of Agencies

'It’s on purpose that we’ve never developed a house style'

Beat Baudenbacher (l.) and David Herbruck first met in 1998 at design shop Attik.
Courtesy of Loyalkaspar

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.

ESPN worked with Loyalkaspar for the brand identity of “Get Up!,” a morning sports talk show.
Syfy tapped the agency to help it rebrand the network as a destination for all things science fiction.
This story first appeared in the May 14, 2018, issue of Adweek magazine. Click here to subscribe.