STRATEGIC DESIGN STUDIO by Saw

HOW SAW CAN HELP YOU BECOME THE BUSINESS YOU WANT TO BE.

STRATEGIC DESIGN STUDIO

SAW IS A STRATEGIC DESIGN STUDIO.

WE CREATE PURPOSEFUL BUSINESS TOOLS.

OUR PURPOSE IS TO APPLY OUR THINKING AND CRAFT IN THE

STRATEGIC We believe that communication is a leadership responsibility, flowing from the

SERVICE OF THE FREE

true character of the organization.

EXCHANGE OF IDEAS

DESIGN We solve real world problems by thinking about the purpose of the organization,

IN AN OPEN SOCIETY.

your core business rationale for the business you want to be.

What that means is that we believe

STUDIO

we can change the way human beings

We serve our clients by creating

understand the real world through

communications tools, including brands,

truthful communication.

advertising, websites, apps, videos and print materials, which often emerge from strategic design.

STRATEGIC DESIGN? OR DESIGN STUDIO? OR STRATEGIC DESIGN

BOTH? PURPOSE

RESEARCH

PURPOSEAPP

RESEARCH CAMPAIGNS

PLANNING PRESENTATIONS

6 DESIGN STUDIO

CREATIVE APPROACH

DESIGN STUDIO

STRATEGIC DESIGN

PLANNING

ANIMATION & CREATIVE MOTION GRAPHICS APPROACH

VIDEO

SAW creates business tools that help share your purpose with the wider world. We do this in two complementary ways. You can access our services all-in-one or bit by bit.

STRATEGIC DESIGN

STRATEGIC STRATEGIC DESIGN DESIGN

STRATEGIC DESIGN

PURPOSE PURPOSE

EARCH

RESEARCH PURPOSE RESEARCH

PLANNING

DESIGN STUDIO

P APP PRINT

STRATEGIC STRATEGIC DESIGN DESIGN

STRATEGIC DESIGN

STRATEGIC CREATIVE PLANNING PURPOSE CREATIVE RESEARCH RESEARCH PLANNING CREATIVE PLANNING DESIGN APPROACH APPROACH APPROACH CREATIVE CREATIVE PURPOSE PURPOSE RESEARCH CREATIVE PURPOSE RESEARCH RESEARCH PLANNING PLANNING PLANNING APPROACH APPROACH APPROACH

DESIGN DESIGN STUDIO STUDIO

DESIGN STUDIO CREATIVE PURPOSE APPROACH

STRATEGIC DESIGN

RESEARCH

DESIGN STUDIO

DESIGN DESIGN DESIGN STUDIO STUDIO STUDIO CREATIVE APPROACH

PLANNING

PLANNING CREATIVE APPROACH

DESIGN ANIMATION &APP & ANIMATION & ANIMATION PRESENTATIONS PRESENTATIONSDIGITAL CAMPAIGNS PRESENTATIONS PRINTPRESENTATIONS VIDEO CAMPAIGNS VIDEODIGITAL VIDEO DIGITAL STUDIO MOTION GRAPHICS M MOTION GRAPHICSMOTION GRAPHICS ANIMATION & ANIMATION & &ANIMATION & VIDEO CAMPAIGNS PRESENTATIONS CAMPAIGNS PRESENTATIONS ANIMATION PRINT APP APP DIGITAL VIDEO VIDEO CAMPAIGNS PRESENTATIONS APPGRAPHICS VIDEO MOTION MOTION GRAPHICS MOTION GRAPHICS MOTION GRAPHICS

CAMPAIGNS APP CAMPAIGNS PRESENTATIONS PRINT PRINT

ANIMATION & APP MOTION GRAPHICS

VIDEO CAMPAIGNS

ANIMATION & MOTION GRAPHICS

DIGITAL PRESENTATIONS

VIDEO

DIGITAL

STRATEGIC DESIGN There are four SAW Strategic Design services that can help you make your business communications more purposeful, impactful and efficient. They work best in unison but applying them individually works too. In essence, strategic design is about isolating what is fundamental about your business and your audiences. It sounds simple but itâ&#x20AC;&#x2122;s often frustrating as all hell.

STRATEGIC STRATEGIC DESIGN DESIGN

PURPOSE

RESEARCH RESEARCH

PLANNING

CREATIVE CREATIVE APPROACH APPROACH

PURPOSE:

PLANNING:

- Using tailored, in-depth discovery

- Sometimes you need a sober second

sessions, SAW gets to the root of your

to review what you are doing, assess

organization’s reason for being.

the value of your marketing assets, and DESIGN STUDIO

- SAW creates foundational documents

DESIGN STUDIO

to explain your character and purpose

suggest ways to refine and improve. - SAW creates inventories that spark new

so that you can express them in a voice

thoughts and prepare teams for the

that’s true to who you are.

necessary changes to behaviour. STRATEGIC DESIGN

PLANNING

ONS

APP

CAMPAIGNS CAMPAIGNS

CREATIVE APPROACH

CREATIVE APPROACH:

PRESENTATIONS PRESENTATIONS

PURPOSE

ANIMATION & ANIMATION & MOTION GRAPHICS MOTION GRAPHICS

RESEARCH

VIDEO

DIGITAL

DIGIT

CREATIVE APPROACH

PLANNING

RESEARCH:

- SAW develops strategic creative direction

VIDEO

- When you need greater breadth or depth

to maximize your potential, improving

than simple demographics, research

communications efficiency.

can be useful. SAW designs research tools for general, quantitative market DESIGN measurement STUDIO or detailed, qualitative

- SAW delivers foundational documents to explain your creative direction to internal

focus groups, especially for user

teams and other vendors.

experience online.

ANIMATION & PRINT MOTION GRAPHICS

VIDEO

APP

DIGITAL CAMPAIGNS

PRESENTATIONS

ANIMATION & MOTION GRAPHICS

VID

DESIGN STUDIO Classic design skills have never been more relevant or necessary. As digital media saturate markets with quantity rather than quality, itâ&#x20AC;&#x2122;s simply good business to coordinate communications for maximum impact. Packaging, print, stationery, apps, ads and websites need thoughtful integration to compete with clutter.

DESIGN STUDIO

STRATEGIC DESIGN

ANIMATION PRESENTATIONS & VIDEO MOTION GRAPHICS

CAMPAIGNS

APP

CAMPAIGNS PRESENTATIONS PRINT: Rumours of paper’s demise are

APP

RCH

STRATEGIC DESIGN

greatly exaggerated. SAW leverages

Branding, messaging and data need to be

the tangibility and heft of paper to bring

able to move across media and devices

CREATIVE RESEARCH

PLANNING PURPOSE

DESIGN STUDIO

ANIMATION &

MOTION GRAPHICS ANIMATION & MOTION GRAPHICS:

DIGITAL

CREATIVE

PLANNING

credibility to onlineAPPROACH promises. Sometimes,

APPROACH with ever greater immediacy. SAW

print materials can capture textures and

designs animated and motion graphics in-

colours that are just impossible to recreate

house that transform static content into an

digitally. And, of course, sometimes

engaging digital experience.

printed material is often mandated as a DESIGN STUDIO

matter of public record.

STRATEGIC DESIGN

PRESENTATIONS APP

ANIMATION & CAMPAIGNS MOTION GRAPHICS

CREATIVE APPROACH

ANIMATION & PRINT OTION GRAPHICS

ANIMATION & DIGITAL MOTION GRAPHICS

VIDEO PRESENTATIONS

CAMPAIGNS: Advertising is just one PURPOSE

RESEARCH

VIDEO

DIGITAL: Your online presence is much PLANNING

DIGITAL

CREATIVE

part of a complex network of customer

more than a digital billboard. AAPPROACH multi-

interactions with your business. Campaigns

audience website and social media

at SAW leverage all of the social strength of

platform is potentially your most time-

your business, where internal and external

intensive marcoms project. SAW focuses

messaging work together, transcending

on content gathering and organization as

traditional media mixes.

the activity with the least glamour but the STUDIO

DESIGN

greatest pay-back.

VIDEO

APP

CAMPAIGNS DIGITAL

PRESENTATIONS

ANIMATION & MOTION GRAPHICS

VIDEO: The business impact of video

PRESENTATIONS: Beyond the

goes beyond YouTube’s billion active

conventional, presentations serve a vital

users every month. Embedded video

communications function. By applying

transforms a company website into a

effective information delivery techniques,

valuable experience for both employees

presentations can have the same impact

and customers, through video’s trifecta

on audiences as more intrusive, broadcast

of education, entertainment and

channels.

demonstration.

VIDEO

METHODOLOGY

WE REVIEW

WE CRITIQUE

Ideally, we immerse ourselves in your

When SAW has uncovered lots of facts

business problem by interviewing key

and figures about your organization, the

employees and customers, visiting

really hard work begins. We start to pick

important locations or facilities, and

apart the logic of your brand claims, slay

analyzing all that data you’ve been

dragons and generally upset apple carts.

meaning to look at. We may also need

Sometimes it can get ugly. But that’s good

an intensive discovery session to help

because it releases the pent-up passion

unearth deep-seated wisdom – the

and emotion that drives all of us forward

unconscious mastery that most clients

to make better, more informed decisions.

find hard to express. The outcome of this stage is unpredictable. The outcome of all this digging is a clear

But it always leads to the big whys: Why

understanding of the problem we are

does the project matter to the customer?

trying to solve, and the tools we have —

And why does it matter to you?

or need to find — to solve it.

OUR APPROACH TO DESIGN VARIES FROM PROJECT TO PROJECT, BUT THERE ARE FOUR PRINCIPLES THAT SEEMS TO WORK MOST OF THE TIME.

WE SOLVE

WE CRAFT

When we know exactly what the problem

Once our direction is agreed, SAW begins

is and why it needs to be addressed, then

to make websites, ads, brochures, videos

we can solve it. SAW starts to look at

and other materials that can be used to

practical solutions, testing them against

reach customers. Our interdisciplinary

the criteria of the brief we agree with you

teams explore multiple options before

in advance. We start to write and sketch,

refining one comprehensive approach that

creating prototypes in various media.

takes into consideration all of the practical challenges we set ourselves.

The outcome of this stage are potential solutions that can be discussed

The outcome of this stage is a fully

internally and then presented to your

worked up creative solution to your

team for approval.

problem, applied to the core media we agree in the brief.

PROOF OF CONCEPT You can only blow your own trumpet for so long ... It’s time you heard from the real experts, those best placed to judge if we can really do what we promise to do — our clients. These case studies show what we’ve achieved working with clients in diverse industries, all with very different personalities.

SAW on Behance: www.behance.net/sawstrategic

MOODBOARDING MAKES PERFECT TEA — 16

STRATEGIC THINKING CEMENTS APPROACH — 20

CREATIVE EXPLORATIONS UNITE A BRAND — 26

BRUTAL HONESTY INSURES CAMPAIGN SUCCESS — 30

HERBAL HEALING Packaging for a line of herbal teas from an Albertabased company specializing in locally produced, all natural products.

These containers were preferred.

FOUND EXAMPLES PUT VISUALS TO CLIENT DESCRIPTIONS.

They favoured this style of illustration.

“ It’s amazing how differently each of us interprets descriptive words. What you identify as ‘charming’ or ‘vibrant’ may mean something completely different to me. For Herbal Healing, undergoing design research ensured the design approach we took matched their expectations.” CANDACE EVANS, Art Director SAW strategic design studio

With business objectives for the packaging

We categorized the found examples

clearly articulated, we initiated a design

along an agreed spectrum of meaning:

research phase — finding marketplace

“old world” to “modern sophisticated.”

examples to put visuals to client

That way, all subsequent discussions

descriptions and expressions. Our goal

with Herbal Healing were always in

was to alert everyone in the team to

the same context — how each visual

the difference between subjective and

element communicated a different feeling,

objective interpretations of vital design

discussing the pros and cons of colours, as

elements, such as colour, typography,

well as how subtly tweaking one element

illustration style and so on.

altered the overall interpretation of others. A few rounds of this, getting more specific each time, and we knew exactly where to begin our creative exploration.

LEHIGH HANSON CANADA Communication strategy and design system developed for the Canadian region of a global cement company.

It quickly became clear that LHCâ&#x20AC;&#x2122;s communications challenges were not as simple as inconsistent language within the affiliated companies, LHC itself was In the wake of a highly successful

finding it difficult to explain its own vision.

acquisition strategy, leading cement

In contrast to industry trends, LHC allows

company Lehigh Hanson Canada (LHC)

much greater freedom of thought and

found itself with a collection of new

expression within its group. Nevertheless,

companies, all with slightly differing

the mission and the values of LHC and the

strategies and cultures.

affiliates had to be congruent with Lehigh Hanson North America and the German parent company, Heidelberg Cement.

The reality of the situation was that LHC needed to first articulate its own position concerning safety, the environment and recruitment. Moreover, LHC needed to find a compelling motivation if existing employees and new recruits were going to change their behaviour in these key areas. SAW uncovered truths about the company and its structure that went to the very core of its business operations. From the initial critical thinking investigations with groups of stakeholders, and the subsequent expressions of company character, SAW developed a clearer picture of shared goals in key areas, such as health and safety, employee welfare, environmental stewardship, community involvement and product development.

In keeping with the independent structure of LHC and its affiliates, the community

“ T HAT’S JUST THE

of companies placed great emphasis on personal commitment to achieving high standards of safety and stewardship; not

WAY THINGS ARE”

imposed from above, but embraced at the grassroots. This was defined by SAW as ‘Responsibility Mixed In’.

IS NOT A REASON

This new statement goes beyond branding

TO STOP LOOKING

into an organizational imperative, to

DEEPER.

changed behaviour at every level, in every department, from planning a mine to delivery of product to a job site.

HEALTH & SAFETY

CAREERS

HEALTH HEALTH SAFETY && SAFETY

CAREERS CAREERS

ENVIRONMENT

CAREERS ENVIRONMENT

“ Familiarity often constrains us into blind acceptance — ‘that’s just the way things are.’ When tasked with providing strategic guidance, our role is to not blindly accept, but rather to question and investigate. Peeling away the layers of each successive ‘why’ has proven to be incredibly effective in working our way through perceived barriers.” IAIN FERGUSON, Creative Director SAW strategic design studio

Lehigh Hanson Canada — 2014 – 2015

SAW PROCESS SAMPLES

LEHIGH HANSONCorporate CANADA: Site Wireframe Wireframe - Home— V5d

LEHIGH HANSON CANADA: Wireframe — V5d LEHIGH HANSON Canada affiliated companies

ALL LOCATIONS & CONTACTS

| CAREERS | WEATHER

Canada

Ask Us A Question FMA

PRODUCTS

Lehigh Hanson Canada — 2014 – 2015 CONCRETE

CEMENT

CONCRETESAW PIPE

AGGREGATES

PROCESS SAMPLES

LEHIGH HANSONCorporate CANADA: Site Wireframe — V5d Wireframe - Header and Footer

LEHIGH HANSON Canada affiliated companies

View Product Listing

ALL LOCATIONS & CONTACTS

| CAREERS | WEATHER

Canada

Ask Us A Question

HOT BUTTONS: Visual links to key content. These are changeable RESPONSIBILITY

in Health & Safety

RESPONSIBILITY

in the Environment

in the Community

Links to page under Responsibility / In the Environment

Links to page in the LHC top bar

LEHIGH HANSON CANADA Head Office Street Address City, Province Postal code Phone xxx-xxx-xxxx

legal name

Links to page in the LHC top bar

AFFILIATED COMPANIES Concrete Company Name Company Name Company Name Company Name Company Name

Company Name Company Name Company Name Company Name Company Name

Cement

Aggregates

Concrete Pipe

Company Name

names link to the company’s page under “Affiliated Companies”

social media links. (so far, there is only Linked In) links to Heidelberg Cement website

Links to page under Responsibility / In the Environment

Links to page in the LHC top bar

LEHIGH HANSON CANADA Head Office Street Address City, Province Postal code Phone xxx-xxx-xxxx

legal name

Links to page in the LHC top bar

AFFILIATED COMPANIES Concrete Company Name Company Name Company Name Company Name Company Name

Cement Company Name Company Name Company Name Company Name Company Name

Company Name

Aggregates

Concrete Pipe

Company Name

names link to the company’s page under “Affiliated Companies”

social media links. (so far, there is only Linked In) links to Heidelberg Cement website

“ [SAW] devoted their time to really diving into our business and they challenged us to think about our organizational values. Our communications strategy is founded on a deep cultural understanding of our business and the messaging is meaningful because it reflects our values. With SAW’s comprehensive approach and commitment, we now have a cohesive and consistent communication strategy. In hindsight, I’m not sure how we could have accomplished this without their engagement.” KEN BOUSKA,

Director, Human Resources

UNITED ACTIVE LIVING Design approach for a Calgary business that builds and operates independent and assisted living housing for seniors.

“ The simultaneous exploration of numerous pieces results in a more consistent and cohesive design platform. By considering a cross section of diverse needs right from the get-go, we develop a more versatile foundation — one that can adapt to a wider range of future needs.” STEVE PEARSON, Creative Director SAW strategic design studio

With a plan in place to deliver similar experiences across all United properties, the need to develop a consistent approach for communication materials became a necessity. Collaborating with United, SAW articulated three pillars of critical messaging: United in Health, United in Community, and United in Creative Expression. These three “uniteds” coalesced into the overall United brand, revealing four U’s that became the symbol of the organization. Each pillar of United had its own colourway, as does the unified brand. The mark itself is reminiscent of a four-leaf clover, a symbol of cheerfulness that is reflective of the spirit of the residences and the communities who live there. The design foundation consisted of a broad palette of warm colours (suggesting diversity), clear typography (legibility being crucial), soft patterns (warmth), and approachable photography (the vibrant residents), ranged across generous amounts of white space. 27

United in

HEALTH United in

COMMUNITY United in

CREATIVE EXPRESSION

We are United.

CONSIDERING FUTURE NEEDS RESULTS IN A MORE ROBUST AND VERSATILE

A GUIDE TO ACTIVE LIVING

DESIGN APPROACH.

www.UnitedActiveLiving.com

creative expression.

INTACT INSURANCE - WESTERN Four years of ad campaigns for a leading provider of insurance products

We collaborated with the client to find true, relevant, and impactful stats.

Right off the bat we hit Intact with some hard hitting questions â&#x20AC;&#x201D; Is this true? Why? Prove it. To their credit, they didnâ&#x20AC;&#x2122;t flinch. Their honest and direct feedback, along with volumes of factual data helped shaped the eventual strategy: 100% honesty. That directness and honesty became a through line for all subsequent Intact campaigns. 30

I N S U R A N C E F A C T:

In nine years water-damage claims have risen from 20% of the total personal property claims across Canada to 50%.

I N S U R A N C E F A C T:

More than 1,200 earthquakes occur every year in BC. Learn why insurance is evolving. Visit our booth at the Victoria Royals game on January 29th.

LEARN WHY

insuranceisevolving.com

2012 – 13: INSURANCE IS EVOLVING Insurance is Evolving began as a campaign to educate consumers on upcoming changes to their home insurance policies, the result of two primary factors that didn’t exist 20 years ago: extreme

I N S U R A N C E F A C T:

Water-damage has now surpassed fire as Canada’s leading cause of personal property claims.

LEARN WHY insuranceisevolving.com

weather events; and changing lifestyles,

I N S U R A N C E F A C T:

Sewer back-up, wind, water-damage and hail make up over 70% of all personal property claims made in Alberta.

including fully-finished basements with high-end home theatre setups. The result: premiums would have to rise. This was a scenario without good news,

LEARN WHY

insuranceisevolving.com

therefore an educational approach — direct and truthful in tone — was recommended. People would not be happy, so best to just be upfront with the facts. The key to success: the facts had to be worthy of a “Wow! I didn’t know that” reaction. 31

2013 –14: PREVENTATIVE MEASURES Education was moved up a notch this year, providing consumers with tips on how they could take preventative measures to protect their homes. Homeowners didn’t need to be convinced to take steps to minimize potential damage, they just need to be reminded what should be done, when it should be done, and why. The campaign spanned across a variety of print and digital media.

HOME INSURANCE 101:

TIP #15 TO HELP PREVENT WIND DAMAGE:

Close all windows and doors during a wind storm.

GET MORE TIPS

HOME INSURANCE 101:

Help prevent damage to your home.

HOME INSURANCE 101:

TIP #55

Always check your basement for leaks after heavy rainfall or a rapid thaw.

LEARN MORE

Help prevent damage to your home. TIPS TO HELP YOU PREVENT DAMAGE TO YOUR HOME

LEARN MORE

HELP PREVENT WATER DAMAGE

insurance is evolving.com

BOTH CLIENT AND SAW NEED THE FREEDOM, COMFORT, AND TRUST TO FEEL THEY CAN VOICE ABSOLUTELY ANYTHING.

“Trust and respect are essential in every relationship. The comfort and freedom to voice absolutely anything without fear of reprisal, results in a more honest, more effective, final product.” DAVE IMBACH, Partner / Creative SAW strategic design studio 33

“... SAW did an incredible job of helping us to bring our campaigns to life. From their creativity to superior project management skills, they brought ‘out of the box’ ideas to the table while still working within our brand and company objectives. Their group is skilled, dedicated, and customer-driven.” ROSA NELSON, Director, Communication YOUR BROKER KNOWS Comprehensive Verson 1.

Timing:12 – 15 secs

MOTION: Happy folder appears.

MOTION: Folder is whistling (just minding his own business)

DID YOU KNOW? A data breach VO: Did you know?

A data breach MOTION: Whistling continues

VO: A data breach... 5

A data breach

A data breach is not covered

MOTION: Folder realizes sometihng is wrong.

MOTION: Stealthy hand reaches down...

A data breach is not covered

A data breach is not covered MOTION: folder is unable to stop the theif.

MOTION: Hand pulls out computer "data". Folder trys to hold on.

VO: ...not covered... 9

DID YOU KNOW?

YourBrokerKnows.com

@ A data breach is not covered by standard policies.

A data breach is not covered by standard policies.

MOTION: Folder cannot hold on, data is lifted, recognizable icons tumble out.

MOTION: Folder is sad. Sits in the aftermath.

VO: Your broker knows dot com.

VO: Who knew?

Note: Sound design and effects will be determined during production.

VO: ...by standard policies. OCTOBER 8 2015

r 2

CONFIDENTIAL

2014 – 15: YOUR BROKER KNOWS... Intact believes that an experienced broker brings value to an evolved world of insurance; they wanted to communicate that to their broker partners and to their customers simultaneously. Keeping to the truthful approach, SAW delivered insurance facts that many people would not know, but their broker would. Similar to Insurance is Evolving, the key to this being successful were facts had to be relevant and evoke a “Really? I didn’t know that” response, to encourage dialogue with brokers. 34

A quick sketch is often the best method both for sparking and refining ideas.

DID YOU KNOW?

In Alberta, auto claims over $2,000 must be reported to the police.

A data breach is not covered by standard policies.

YourBrokerKnows.com

DID YOU KNOW?

Your home policy may cover your kidâ&#x20AC;&#x2122;s property at college. YourBrokerKnows.com

Actually, we’re not half as serious as we sound in this book. You’ll find lots of happy-go-lucky, take-me-as-you-find-me SAW people at our offices on Calgary’s eclectic 17th Ave. You may even see SAW folks in said street, gnawing on the dark matter of a Timmy’s donut, or sipping philosophically on an Ethiopian medium roast at Caffe Beano. Oh, and we have puppies.

Drive

4th Avenue SW

6th Avenue SW

9th Avenue SW

14th Street NW

12th Avenue SW

17th Avenue SW

Centre Street N

orial

Mem

rial

Driv eN

Macleod Trail SE

1st Street SE

Edmonton Trail NE

HOW TO FIND AND FOLLOW US SUITE 200, 1013 – 17TH AVENUE SW, CALGARY, AB, T2T 0A7

SAW’s office is on 17th Avenue SW, Calgary in Alberta, Canada. If you are driving, we have parking at the rear of our building. Call us in advance so that we can reserve a space for you. Calgary International Airport (YYC) is 30 minutes to the north by car. You can find the many voices of SAW on social media, via Twitter, Behance, Instagram, Medium, Google+ , Vimeo and Linkedin.

GO TO WWW.SAWSTRATEGIC.COM TO FOLLOW US. MAIN: (+1) 403.294.1700 TOLL FREE: 1.866.672.1701 41

TO TALK ABOUT A PROJECT: GEOFF SUMMACH T: +1.403.513.1356 GEOFFS@SAWSTRATEGIC.COM

DAVE IMBACH T: +1.403.513.1357 DAVEI@SAWSTRATEGIC.COM

FOR GENERAL INQUIRIES: CONTACT@SAWSTRATEGIC.COM T: +1.403.294.1700 SUITE 200, 1013 - 17TH AVENUE SW CALGARY, AB T2T 0A7

SAWSTRATEGIC.COM

THIS DOCUMENT WAS WRITTEN IN SCHOOLMARM, NOT WILD PONY.