There is a simple test, just a single question, to determine if your career is something you truly love. Can you answer yes to “would you still do the work if you weren’t paid for it?”

After year two of the Minneapolis City project, the answer is yes. Branding and advertising is my jam, I do it for free, and even in my passion projects I can’t help but bring those skills into it.

The club has gotten aggressively trolled for that, for being “all hype”.

So it seems fitting to talk about the brand, the famous logo, and why us being us is the key to our success.

We started the club with no money.

That drove our launch strategy which can be summed up as: get as much attention and earned media as possible without spending any money…


The original version was published by American Pyramid on 8/7/2017.