This Creative Agency Is Trying to Brand the Anti-Trump Movement

Circus Maximus is a ringmaster of resistance

Circus Maximus CCO Ryan Kutscher (l.) and production director Paul Sutton
Courtesy of Circus Maximus

No matter your political point of view, there’s no denying that Donald Trump’s presidential campaign was a highly effective exercise in branding.

Now three-and-a-half-year-old creative shop Circus Maximus, which works with clients like Angry Orchard, Justworks and CultureIQ, is attempting to brand the anti-Trump resistance.

“We wanted to give the ‘resist’ movement some optics,” explained co-founder and CCO Ryan Kutscher, who leads a team of eight full-time employees in New York and Boulder, Colo.

In the coming weeks, the agency will roll out merchandise like a hat that says “Make America Great Again”—but with backwards Rs mimicking the Cyrillic character—that will retail for $17.76, with the proceeds going to various liberal causes.

The strategy isn’t purely altruistic, however: Circus Maximus will also use the findings from its branding effort as an integrated case study to show its clients how it can implement new ideas, like an online payments platform.

“Clients want to know that your ideas are going to work,” said Kutscher. “Increasingly with all the testing, all the analytics at our disposal, we can be smarter about the ideas we share with them, and this is sort of in pursuit of that.”

Circus Maximus
Circus Maximus' creative went underground for Justworks.

This story first appeared in the April 3, 2017, issue of Adweek magazine. Click here to subscribe.