By Andrea Swangard, Felip Ballesteros

Image by Nicole Todd

Marketing content often starts with a strong, clear message. Maybe it’s a compelling value proposition, a punchy pitch, or a narrative everyone’s excited about. But as that message is adapted across campaigns, formats, and partner collaborations, things can quickly spiral. Like the Hydra from Greek mythology, which grew two new heads for every one that was cut off, efforts to scale your story can quickly split into multiple directions.  

The challenge isn’t having too many heads—it’s making sure that they’re in sync. Without clear direction, your hero asset spawns offshoots that feel disconnected from the origin story you and your partners are trying to tell, drifting from repeatable, core ideas into vague or even competing narratives. If you’ve tried to scale a strong message across a joint campaign and ended up with a tangle of inconsistent materials, you’ve met the messaging Hydra.  

The good news? You don’t need to slay the Hydra. You just need a smarter way to guide it. 

Scaling without losing the thread 

The best place to start is by creating a shared story. Without that foundation, assets start to drift: a blog post might highlight different benefits than the sales deck, and a co-branded ebook might clash with your product page. That’s where a messaging and positioning framework (MPF) becomes essential. A strong MPF doesn’t force a one-size-fits-all message. Instead, it offers a consistent set of foundational messages, benefit language, and partner positioning that can be customized for each audience. Think of it as a flexible toolkit, not a script. 

To be useful, your MPF should be concise, accessible, and built to support creativity. If it’s a 20-page PDF no one reads, it’s time for a rethink. The most effective frameworks help teams work faster and stay aligned, while still leaving room for the nuance that makes content resonate. That’s how you scale your story without losing the plot.  

The myth of one-size-fits-all messaging 

Repurposing a strong message for a new vertical sounds easy: swap in a few industry terms and publish. But that surface-level approach rarely resonates. Customers know when content has been stickered over. It’s vague, it’s boring, and it often misses what actually matters to the audience. Effective scaling doesn’t mean repeating the same message everywhere. It means starting from shared core ideas, then adapting them to match the context. That means digging into the details: talking to subject matter experts, addressing timely industry concerns, and reshaping language, use cases, and tone accordingly. Whether it’s public sector efficiency mandates, AI scrutiny in healthcare, or tariff talk for supply chain folks, your story should feel rooted in what each audience is currently navigating. 

Course correct before chaos multiplies 

When you’re trying to scale a campaign, it’s tempting to spin up every format at once: an ebook, a deck, an infographic, etc. But if the content underneath isn’t strong and you’re missing data points, customer stories, or clear value props, those assets can end up looking good but saying very little. You risk ending up with a lot of Hydra heads with no brain! That’s when it’s worth pausing to evaluate what you’ve got. Do your current materials tell a complete, compelling story? Do they map to what your audiences actually care about? We can help assess your core content, flag gaps, and guide which formats will land best with the resources you have. Sometimes the smartest move isn’t to create more, but to sharpen what’s already there or to hold off until you’ve got the inputs to make a new asset worth building. 

Mitigate messaging mishaps 

Taming the Hydra isn’t about fighting it, it’s about guiding each head with intention. With the right starting point and a smart, flexible strategy, your core content can scale into a full ecosystem that’s as useful to your internal teams as it is compelling to your customers. 

Whether you’re planning a joint campaign with partners or trying to bring structure to your co-branded content, we can guide you down the best path (and keep those Hydra heads working in harmony). 

By Sarah Silva, Andrea Swangard

Events take an incredible amount of energy, planning, and coordination. At 2A, we know that firsthand. Our team often helps bring those events to life, from building landing pages and emails to crafting talking points and presentations. But one of the smartest assets we’ve helped create came after the big day: a pair of post-event ebooks that captured the energy and insights of a major AWS Financial Services Symposium, turning them into lasting, reusable content. 

The AWS Financial Services Symposium featured two parallel tracks: one for AWS customers and one for partners. Each session was filled with powerful examples of innovation, transformation, and success. But with so many sessions running concurrently, even attendees couldn’t take in everything. And for those who couldn’t make it? The content would have been lost. 

That’s where our team came in! 

Turning real-time content into long-term value 

Working closely with both the partner and customer marketing teams at AWS, we produced two summary ebooks—one for each track. These ebooks distilled hours of speaker sessions into clear, digestible insights tailored to the intended audiences. Our approach was especially effective: we pre-designed the ebook layout before the event, so when transcripts arrived, we were ready to go. We published quickly—while the event was still fresh in everyone’s minds. 

Gaining big benefits from an event-based ebook 

• Maximized event ROI: The ebooks gave AWS a tangible, lasting asset that extended the value of its one-day event far beyond the closing remarks. 
• Recognition for speakers and sponsors: Partners were featured based on sponsorship tier, giving extra visibility to key contributors. 
• Evergreen content for future use: Customers and partners alike could use their inclusion in these ebooks for their own marketing, which also increases the reach of AWS. 
• Accessible to all: The ebooks were shared via follow-up emails and landing pages, ensuring that attendees and non-attendees could engage with the content. 

Giving your event a second (and third) act 

If you’re hosting an event—big or small—think about how you can capture and repurpose that content. 

• Create a post-event ebook to summarize key sessions 
• Turn standout quotes into infographics or social posts 
• Write a blog that highlights themes or insights from the event 
• Use session transcripts to feed future content planning 

Your event doesn’t have to be a one-and-done scenario. With the right follow-up asset, you can expand its influence, give your attendees something shareable, and show your broader audience what they missed. 

Want help making your next event last longer than a day? We’d love to collaborate. 

By Andrea Swangard, Kelly Schermer

In B2B tech, a robust partner network is invaluable—a community of brand evangelists selling your product can significantly boost your ROI. But your partners’ success depends on their ability to build a strong pipeline and convert leads. That’s why co-marketing is an essential piece of partner onboarding. The trick is balancing high-touch support for potentially valuable partners with the need for efficiency as you scale. 

Here are some popular signs that your partner co-marketing strategies might be ready for a remodel: Partners are asking the same questions repeatedly; self-serve resources are underutilized and overlooked; internal onboarding teams overinvest in partners who don’t bring in leads; and scaling the existing onboarding process is unsustainable. Sound familiar? 

A recipe for successful co-marketing 

2A collaborated with a major cloud provider to create an excellent experience for ISV partners while removing the internal team’s manual lift. The client restructured their co-marketing onboarding program to empower new, smaller partners to build co-marketing plans at their own pace. The updated program provides context on the overall process and anchors the available resources within it. It also uses a journey format, with activities that help partners strategically organize messaging and co-marketing tactics. 

Using the cloud provider’s guidelines, 2A helped create the onboarding structure, as well as build all supporting assets. We transformed interviews with partner co-marketing experts into content and created a course syllabus and webinar decks with talk tracks. These assets helped partners self-serve and ramp up on co-marketing initiatives without the help of a dedicated partner marketing manager. Through our collaborative, inquisitive approach, we helped the client bring a scalable onboarding program to life.  

While building this content, we discovered key strategies that help make partner programs more effective: 

• Explain benefits and how to make the most of them: Develop clear criteria for partner tiers and incentives, and outline how to use benefits like MDF for co-marketing purposes. 

• Create self-serve resources and tools: Establish a centralized repository for quick, easy access to marketing and sales materials. Develop clear, easy-to-follow guides for product positioning and selling, and templates and frameworks for sales and marketing activities. 

• Provide training on co-marketing and co-selling strategies: Outline effective partnership techniques and provide best practices for joint marketing efforts. Showcase successful outcomes with examples! 

The impact of effective partner enablement 

The goal of this co-marketing program was to empower partners to act independently while maintaining alignment with the client’s brand and sales objectives. By implementing a program like this one, you can significantly enhance your partner relationships, boost sales effectiveness, and create a more scalable partner ecosystem. This can save you time and resources, and lead to more motivated and successful partners, ultimately driving growth for your business. For example, CrowdStrike recently made history as the first cloud-native cybersecurity ISV to earn more than $1B in annual sales from AWS Marketplace. (And yes, we did marketing work for CrowdStrike!) 

Have an idea for a partner co-marketing program, but aren’t sure what assets you need to make it a success? Let us talk you through options! 

By Andrea Swangard, Kelly Schermer

Call scripts are a key component in the sales enablement toolkit, providing a strategic framework that enhances the performance of even the most experienced sales teams. While seasoned sellers may have extensive product knowledge, call scripts ensure consistent messaging and keep the focus on customers’ needs. They offer a structured approach to sales interactions so reps can confidently address objections, guide conversations effectively, and close deals. 

Scripts vary depending on where customers are in their buying journey, but a well-crafted script can enhance your sales team’s performance at every stage. 

Here’s how: 

Call scripts across the sales funnel 

Awareness: At the top of the funnel, call scripts focus on creating awareness about potential solutions to a customer’s problems. The goal of these calls is to find someone who is interested in the product and wants to continue the conversation. The result of the call might be a follow-up email with more info, an invitation to a webinar or event, or a hand-off to a sales rep. This script should help introduce your product or service at a high level and pique the customer’s interest and curiosity about what’s possible. 

Tip: Tailor the narrative to address your audience’s pain points. Ensure your scripts can identify and speak to the unique challenges of your customers. The rep using this script may not specialize in the product, so you’ll want to provide context about the solution and the strategy behind it. This background info can help them understand and be more empathetic to customer challenges.

Consideration: As customers move into the consideration stage, call scripts shift to ensuring they’re connected with the right person and qualifying leads. This script should focus on generating deeper interest in the solution and addressing specific needs and concerns. Help the customer identify and prioritize their most compelling and immediate use case. The sales rep can then assign technical resources to help build a plan and accurately scope the project. 

Tip: Balance structure with flexibility. Here’s where you might shift from a call center to an internal sales team that may or may not have expertise speaking to the customer’s specific use case or pain points. While scripts provide a framework, you should still allow room for personalization and natural conversation. This can be especially helpful for experienced sellers who know how to adapt to different situations.

Decision: In the final stage of the funnel, call scripts become more sophisticated, focusing on addressing concerns and handling objections. At this point, the customer likely has a pricing quote, proposal, or statement of work. You need a script to help knowledgeable sellers quickly surface and address concerns, objections, or reservations. This may involve comparisons with competitors, so sellers will need to know how to discuss competitive advantages and handle highly specific and technical questions. 

Tip: Incorporate third-party insights. Whenever possible—but especially in later funnel stages—include relevant statistics and analysis from reputable sources such as analyst reports. This can add credibility to your arguments and help address specific concerns. Make sure your scripts stay relevant by keeping them current with the latest market trends and competitive insights.

Script your way to success 

Using well-crafted call scripts across the sales funnel can help your team communicate more effectively, address prospects’ needs more precisely, and drive better sales outcomes. Need help putting together the right call scripts for your teams? We can help! 

By Andrea Swangard, The 2A Team

Image by Thad Allen

2024 was quite a ride. Whether you found it exhilarating, exhausting, or both, new music from artists we love—or are just discovering—makes things exciting. The talented team at 2A is into a wide variety of tunes, which makes sharing our favorites so much fun. Plus, swapping songs often takes us to interesting places. Did a bold new sound spark an idea for an innovative animation we recently delivered? Possibly! 

To start your year off on a high note (or with a sweet synth solo), we’ve rounded up some of our favorite albums of 2024. Whether you gravitate toward introspective, mellow melodies or like to move your feet, we hope you find something that inspires you. Happy listening! 

Only God Was Above Us—Vampire Weekend 
Most reviewers say that there isn’t one skippable song on this album, and not only do I agree, but I also haven’t felt that way since Hole was around. Vampire Weekend brings the best of its signature sound, from slamming on those piano keys to some indie rock synth. The lyrics are timely—only Vampire Weekend can pull off upbeat melancholy and optimistic nihilism.
—Jane Dornemann 

Canto De Un Ángel—Raymix 
Raymix is Edmundo Gómez Moreno, an aerospace engineer and musician who blends traditional cumbia sonidera with electronics; he calls it electrocumbia. In all his songs, he says “Esto es la electrocumbia con Raymix, woo hoo!” His joy in his music is infectious and always lifts my spirits.
—Forsyth Alexander 

Short n’ Sweet—Sabrina Carpenter 
The pop girlies have been dominating this year, and the rise of Sabrina Carpenter and her newest album is no exception. You’ve definitely heard singles such as “Espresso” and “Please, Please, Please” on the radio everywhere, but taking a deeper dive solidifies that it’s a no-skip album. Expertly curated, and I keep coming back for more!
—Julianne Medenblik 

Adult Contemporary—Chromeo 
I have a fever, and the only prescription is more Chromeo! Thank goodness they treated us to a new album in 2024. Honestly, whatever mood I’m in, if Chromeo comes on, I can’t sit still. If you’re not familiar with the band, it’s kinda like…futuristic funk? Electro-soul? Synth-pop? It’s so much fun and I’m here for it.
—Andrea Swangard 

Running River—John Butler 
John Butler’s Running River is a meditative album that soothes the rough edges of modern life over an almost two-hour journey. As the first installment of his Four Seasons project, it serves as a stellar soundtrack for moments when my nervous system needs to downshift. I’m excited to see where his next release will take us in this transformative musical exploration.
—Melanie Hodgman 

TAKE CARE—BigXthaPlug 
EYYY. When you hear this calling card from the man who is not only the biggest but also the largest, you know it’s time to TURN UP. A combination of the unabashedly southern twang of PimpC (half of the legendary Houston group UGK) and the deep, guttural flows of Biggie, BigXthaPlug delivers something for everyone on his 2024 release TAKE CARE. With samples ranging across genres (Ray Martin’s “Under cover”) and mediums (The Clang from Law & Order), BigXthaPlug intricately weaves tracks of self-reflection (“Therapy Session”) and head-bouncing/face-scrunching anthems (“Mmhmm”).
—Evan Aeschlimann 

EELS—Being Dead 
This is the second album from Austin-based band Being Dead. The two founding members, Falcon Bitch and Shmoofy, play almost every instrument and perfectly pair their sweet harmonies with catchy, scuzzy hooks. This has been my go-to album when I need something energizing, fun, and a little weird to pick me up.
—Suzanne Calkins 

Tigers Blood—Waxahatchee 
I was a bit late discovering Waxahatchee, and I’m so glad I finally did. Her voice on this album is so powerful, and the songs are so well-written and catchy. Once I started listening to it, it was on repeat for months…and it was just the right companion for me in a year of change and self-exploration.
—Nora Bright 

Girl With No Face—Allie X 
The throwback synth-pop genre has become pretty saturated in recent years, but this dark moody album (a solo writing/production effort) is distinct! Enjoy entrancing gothic rhythms, delivered across grooves ranging from driving and intense to glittering vibe-outs that evoke everything from throwback heavy-hitters Clan of Xymox and Depeche Mode to modern contemporaries such as Kaleida and Vestron Vulture. Cohesive yet with such variety—it’s a real challenge to pick a favorite track. This scratched that darkwave itch in a way that a new album hasn’t for a while.
—Thad Allen 

I’M DOING IT AGAIN BABY!—girl in red 
This album is a love letter to reclaiming yourself after trauma and during mental-health struggles. It’s quirky, darkly peppy, and happily sapphic. Girl in red may only be 25 years old, but don’t let that number fool you. She has an old-soul sapphic vibe, kinda like King Princess. I especially appreciate her song “Pick me,” which feels like an emo ballad inspired by Hayley Kiyoko’s song “Curious.” Complex, big queer feels!
—Ren Iris 

Total Blue—Total Blue 
While probably better categorized as something between New Age and ambient jazz, I personally think this LA trio’s music can only be described as “cave/water-level music from the seminal Super Nintendo game ‘Donkey Kong Country,’” or adult contemporary for the millennial soul.
—Brian Dionisi 

Brat—Charlie XCX 
Is cloud marketing brat? Did I listen to a song called B2B over a hundred times this year? Why am I passively doing the apple dance at my desk right now? This album answers these questions and more.
—Jack Foraker 

Manning Fireworks—MJ Lenderman 
To quote a rando YouTube commenter, this album is “like if Stephen Malkmus and J Mascis started a country band,” which I think is spot on and a large part of why I’m loving this album. 2A’s own Suzanne and Nora opened my eyes to MJ Lenderman last year and I’ve been a fan ever since. Give him a listen and maybe you’ll become one, too!
—Mike Lahoda 

A LA SALA—Khruangbin 
This is the ultimate co-worker for design sessions—chill, inspiring, and never interruptive. With smooth, groovy, and hypnotic beats, it’s like a creative espresso shot without the jitters. Ideal for getting into the zone, when you need your ideas to flow as effortlessly as this band’s basslines.
—Jenni Lydell 

Viva Tu—Manu Chao 
Viva Tu is Manu Chao’s first album in 17 years, and its arrival felt perfectly timed. It shares sounds of resilience and optimism during turbulent times. I’ve always loved his all-over-the-map sound, and this was a welcome soundtrack to end the year.
—Daniel Schmeichler 

My Method Actor—Nilüfer Yanya 
This album is packed with dreamy, layered sounds and lyrics that really hit. Yanya’s mix of indie rock and experimental vibes feels super personal and is easy to get lost in.
—Mitchell Thompson 

I Love You So F***ing Much—Glass Animals 
I have a terrible habit of determining how good a song is based on how much it makes me cry, and this album got the waterworks going too much to not earn the spot as my top album of the year. Listening to Glass Animals always feels like watching a thousand memories crash together into a movie I’ve somehow never seen. And, if we’re being honest, sometimes nothing hits harder than a good old-fashioned nighttime walk getting lost in ya feels.
—Emily Zheng 

Romance—Fontaines D.C. 
Admittedly, it was 2022’s “Skinty Fia” that made me fall in love with Fontaines D.C. Their 2024 album, Romance, brings a more diverse range of styles, including synth rock, chamber pop, and shoegaze into their post-punk foundation. Each track delves into themes of love, loss, and the human condition, all while maintaining the band’s signature intensity and poetic flair. “Favourite” is one of the first singles from the album with a music video, and it turned my sappy mom heart to goo.
—Alyson Stoner-Rhoades

By Andrea Swangard

Image by Nicole Todd

Animations can significantly boost audience engagement. This is especially crucial in a digital environment, where capturing and retaining audience attention is increasingly challenging. And animations are versatile. They convey complex messages concisely, telling compelling brand stories, showcasing product features effectively, and explaining intricate concepts clearly and memorably. From script to design to motion—the experts at 2A find the perfect timing, transitions, and interactions to communicate your story effectively. 

Here are the top five ways animations enrich your brand experience and help you meet your marketing goals. 

1. Get attention 

You’ve got a product launch or new features rolling out, and you want to drive excitement and anticipation. Cue an eye-catching animation that showcases your product with exciting visuals, voiceovers, and music. The right combination of sound and scenery can move your viewers—literally—getting them to groove to your content, or at least feel immersed and intrigued. Animations can be especially effective when used on the homepage of a website and as a video before a keynote presentation. Get your product noticed wherever your audience is, in a way that complements static assets. 

2. Simplify the complex 

We’re a cloud marketing agency that works with tons of tech clients—we know that products and processes can be complex. Motion design helps demonstrate capabilities and explain features when words can’t tell the whole story. An animated visual can make technical information more approachable, and more fun! 

3. Improve onboarding and adoption 

Even when a process isn’t complex, motion design helps visual learners understand and retain information. Animated assets such as demos can show the product in use, providing instructions and walkthroughs. This gives users a real-life example of what to expect, how to navigate, and how to maximize their use of a product. 

4. Ensure brand consistency 

Animated videos are flexible and can work for a wide range of use cases. Maybe you have a booth at an event and need a way to spell out key information when audio isn’t possible. Or, maybe you want shorter, image-driven video clips for social media. Motion graphics work well across a variety of platforms and devices, ensuring a consistent brand presence for websites, mobile, social media, email campaigns, and digital signage. This lets you reach diverse audiences through different channels while maintaining your brand’s visual style, maximizing the reach and effectiveness of your campaigns. 

5. Jumpstart your marketing efforts! 

In cloud marketing, speed is a priority. Motion design doesn’t involve as many production pieces as traditional video does, and reusable elements like characters, sounds, and templates allow for quick and scalable video creation. Limited budget or turnaround time? Both? The nimble nature of motion design means you get engaging assets that are ready when you need them. 

Want to see how 2A’s motion designers can make your cloud marketing more captivating? Reach out! 

By Andrea Swangard

Image by Brandon Conboy

It’s event season, so represent, re:Invent and Ignite attendees! If you’re going to be a presence at an event, you know the importance of being well prepared. Not only do you need to know your product pitch down pat, but also, you want to stand out and provide a stellar experience for your audience (hey, that booth over there is giving out stickers). Whatever branding you stand behind—playful, quirky, super-high-tech, or all of the above—there are specific assets that always resonate with event goers, or as we like to call them, your soon-to-be customers. 

Get noticed 

Your booth is the coolest booth. Why? Because you used eye-catching booth wraps. These provide a professional, cohesive look to your spot on the event floor—and can grab attention from across the room. They make you easy to spot and can make show attendees gravitate your way. 

While we’re talking about gravitational pull, let’s talk animations. Regardless of booth size, you’ll typically have space for projecting video, which is a major win. Animations give folks something to watch that showcases your product—whether it’s a sequence of images showing a process in action, or bite-sized snippets of your key features and benefits. Not everyone may want to chat, or you’ll be so popular they won’t get the chance to. Give them something to watch so they learn what you’re about in a quick, fun way. 

Provide info-tainment 

Booth animations are entertaining, it’s true. But sometimes people like touching things, and that’s where click-through demos shine. These are demos that customers can interact with, which helps them feel immersed in your product story. Interactive demos are also helpful if your booth is busy, since folks can self-serve. If you do get the chance to interact directly, you’ll want a pitch-perfect pitch deck. These product overviews can surprise and amaze customers with the information you’ll walk them through—and we can create the accompanying talk track for you too, to ensure customers take away your key points. 

Be memorable 

Speaking of takeaways…it’s a good idea to have something tangible for customers to take with them. Create a one- or two-page overview of your product’s key features and benefits (often referred to as a solution brief), and hand them to folks you’ve chatted with. That quick reference guide will provide a visible reminder of you, and it’s something recipients can easily share with others. And let’s not underestimate the importance of swag—stickers, socks, pens (everybody needs pens)—have a supply of goodies that event goers can grab when they stop by. Those mementos keep you top of mind and stoke curiosity when other people see them. You’ve seen those snazzy stickers on people’s laptops…be that sticker! 

To summit up 

Events are fun and full of promise. Boost your presence by preparing beforehand and following up afterward. Before the event, craft an announcement email and social media card to let potential attendees know you’ll be there. Create a landing page on your website that captures your presence at the event and highlights what you’ll showcase and how people can find you. Send that post-event email (“In case you missed it”) that recaps what you did there and what folks missed if they couldn’t attend. 

Finally, those cool animations you used at the event? Cut them down into smaller short videos to repurpose on your website or on social media. If you had conversations with customers or recorded interviews with other companies, turn those into testimonial videos or case studies that you can use on your website and share with partners. 

At 2A, we create all of the assets we’ve discussed, and more—take a look at examples of our work. Ready to make your event experience exceptional? Let’s do this! 

By Andrea Swangard

Image by Suzanne Calkins

As skilled users of a visual language, 2A designers are fluent in working with brands. We work closely with clients to understand their industry positioning, partnerships, challenges, and—most importantly—their priorities. From well-known enterprise cloud leaders to startups, we develop assets that rely heavily on impeccable design to generate demand. And the results speak for themselves—our captivating visuals, animations, and design elements win new customers for clients. 

This expertise requires a few key capabilities that 2A designers do really well. Curious what goes into that special sauce? Let’s dive into our four key ingredients. 

Research 

The more specific information a designer can gather, the better. Sometimes there’s conflicting guidance. Sometimes brand guidelines are outdated. And sometimes they don’t exist. Alternatively, a brand may be established but offers so many design options that it needs help focusing on the essentials. 

Our designers use a combination of brand knowledge, experience, and industry expertise to make informed decisions that creatively solve problems. Being a good researcher means staying up to date on the newest offerings from brands, following their social media content, and scouring the brand’s web presence. This informs designers about a brand’s audience, its industry, and what’s available to the public. 

What pairs well with gathering resources? Asking contextual questions and hearing directly from the client about what they like. And asking questions brings us to… 

Communication 

When a product is so new it doesn’t have a brand identity yet, or a company is rebranding, our designers dig deep to learn more. They’re really, really good at asking the right questions to understand what the brand is trying to convey, review examples of designs clients love, and uncover the ultimate goal for the asset(s). 

If the recurring answer we receive is “We don’t really know what we want,” well, that’s where our ample imaginations kick in! 

Creativity 

We love the opportunity to push boundaries and surpass expectations. Initial drafts often include a safe option that closely follows what was discussed. Our experimental options are a bit edgier and often inspire an evolution. 2A designers view these as calculated risks—an opportunity to surprise and delight clients with something fresh and fun. 

Collaboration 

Our design team is tight. Whether reviewing suggestions or getting excited when a new template drops, designers are constantly sharing knowledge, ideas, and inspiration. (2A has a pretty sweet buddy system and we live for our internal trainings.) So while designers often have a focal area of expertise and backgrounds in different styles, collaboration helps add fresh perspectives, teach new methods, and solve challenges. 

With 2A’s design dream team, productivity and creativity flourish, and the hits keep on coming! 

Do you have a content conundrum we can help with? Let’s chat! 

By Andrea Swangard

Our new storyteller, Jack, was on a pre-med path when he took a creative writing workshop to fulfill a prerequisite—and then couldn’t stop thinking about it. When the night before a science midterm found him writing a story instead of studying for his exam, he realized this was a new passion and it was time to switch gears. After earning a degree in English, Jack pursued an MFA in writing and started teaching freshman composition. Jack was gratified to see the writing abilities of his students improve, but he also ended up serving as a quasi-career counselor when some of his students experienced that familiar cathartic moment: They’d taken the class to fulfill a requirement, had grown to love writing (due in no small part to their enthusiastic teacher), and wanted to change their majors. 

From teaching to taglines… 

After Jack had settled into teaching full time, COVID-19 arrived and changed everything. With classes that were now fully remote and burdened by a complicated teaching structure, students were distracted and making progress was a challenge. Jack missed the in-person connections and more collaborative spirit of the pre-COVID days, so he determined it was time for another change. He missed his creative writing era and found that several authors he liked were copywriters. So, he decided to explore that path. 

A part-time job for a friend’s digital marketing business led to a full-time gig at a legal firm, where Jack researched and wrote blogs, social media posts, and emails. Another experience found Jack working with a software development company on a global rebrand, writing the company’s new tagline and collaborating to develop its voice and tone. After the rebrand, Jack felt like he had completed a quest and was ready for his next adventure. Fortunately for us, he landed at 2A! With an abundance of writing and research experience—and a talent for inspiring an audience—Jack found a great fit for his skills. 

…and fiction to fermentation 

While Jack spends a lot of time reading (fiction is a favorite), he also loves to hang out in the kitchen. Jack is passionate about experimentation, whether tinkering with fermentation recipes or perfecting his sourdough. According to Jack, “There’s something exciting about combining the right ingredients to create something great, especially if it requires attention to detail and precise timing, like fermenting or preserving foods.” This devotion to solution seeking, and the research and analysis that often accompany it, also influences Jack’s work. He thoughtfully evaluates an objective to find a combination of ingredients that makes clients respond with a chef’s kiss. Whether you’re seeking an appetizer-sized story or cooking up a complicated spread, Jack dives in with gusto to get it right. 

By Andrea Swangard

Image by Nicole Todd

Lights! Camera! Finance?  

With a degree in business, 2A’s motion designer, Jeff, found himself working in the world of finance after graduating from college. While he enjoyed the business of… business, he also wanted to explore his creative side. A major movie lover, Jeff bought a motion camera and started taking freelance jobs filming and editing. Working with a boutique production company filming spec commercials, he steadily gained experience and a passion for creative work. To be clear, Jeff still had a full-time finance job, so he was spending his off hours working this second job, which quickly gained momentum.  

After copious hours of editing film, Jeff became obsessed with motion graphics, designing stylish video overlays, beautiful backgrounds, and snazzy transitions. Experimenting with various design software opened the door to a world where anything was possible. Jeff dove headfirst into learning all things motion design via the School of Motion and a multitude of animation boot camps. He soon parlayed his experience and talent into full-time work as an agency designer—check out a very cool 3D racecar project Jeff created for IBM. 

Calling the shots on the field and on the job 

Fun fact about Jeff—he played lacrosse in high school and coached it for six years! At one point, Jeff was working a finance job, taking freelance film and design work, and acting as head coach of a high school team—all at the same time. Needless to say, Jeff has no shortage of energy. One of the many perks of having him at 2A? He is always up for a challenge. 

Jeff’s experience as a coach not only brings a can-do attitude and team-player approach to his work ethic, but contributes to his expertise at negotiating for the best outcome. His calm, level-headed demeanor coupled with a drive to bring his team success was essential for the kids he coached back then, and is a major win for his collaborators and clients at 2A. 

Bringing projects to the next level 

A key aspect of Jeff’s work ethos is considering how to make designs better. In his words, “I love having the opportunity to experiment and push a design further. Perhaps we’ve seen something similar before, so how can we do something different to elevate it?” 

When Jeff’s not busy adding sparkle to 2A design projects, he’s golfing and being a dad to adventurous 4-year-old twins. Whether he’s perfecting his golf game or experimenting with new design techniques, Jeff’s enthusiasm and desire for constant improvement make him an essential part of the passionate 2A team.