Clothier Hanna Sarén asked us to write a short blurb that concisely represented her brand, text that was to be placed on a map put out by Design District Helsinki.
Beyond relaying a concise brand identification, the brief contained two additional instructions: first, the text must reference an episode of Sex and the City in which Sarah Jessica Parker wore Hanna's shoes; and, second, the text length must not exceed 130 characters. You can see our response to the brief in the four successive drafts to the right.
We began a first draft by ignoring the length requirement and focusing, instead, on a way to link the Sex and the City product appearance to one of the central features of the Hanna Sarén brand, namely, her imaginative, forward-thinking designs.
Total Characters: 212
With the second draft, we then began to weed out less critical information, while being careful not to obscure the central idea.
Total Characters: 149
By the third draft, we had reduced the text to the required limit, through a combination of word choice and the use of a semicolon. There is nothing, and we mean nothing, quite like the beauty of a well-placed semicolon.
Total Characters: 130
But, we weren't done just yet. There was still something not quite right about the word order, which led to a fourth draft, as well as a character to spare.
Total Characters: 129
To experience an equally obsessive, possibly also compulsive, editorial effort, send your unfinished texts to unmethod@gmail.com.
1 — HANNA SARÉN – When SJP wore Hanna's shoes in Sex and the City, it started a new trend. Just imagine what you could start after wearing her entire collection of shoes, bags & clothes, now for both women and men, as well as their children. Mon–Fri 11–18 Sat 11–16.
2 — HANNA SARÉN – When SJP wore Hanna's shoes in Sex and the City, it started a new trend. Just imagine what you could start after wearing her entire collection of shoes, bags & clothes.
3 — HANNA SARÉN – Sex and the City's SJP wore Hanna's shoes, it began a new trend; imagine what you can begin wearing her full collection of shoes, bags & clothes.
4 — HANNA SARÉN – Sex and the City's SJP wore Hanna's shoes, a new trend began; imagine what you can begin, wearing her full collection of shoes, bags & clothes.
