Can & String
Can & String is an independent media company built to empower purposeful living. By scouring the globe (and our own little neighborhoods across America) they find people with a passion for life. Unhurried storytelling and dynamic imagery are brand cornerstones. We’re working hand in hand with Can & String to build a brand that strives to become a household name.
In a world divided by politics, religion, imaginary borders (and imagined differences) the antidote is authenticity. As mainstream media outlets become ever polarized, more and more people are tuning out – – but not completely. They’re looking elsewhere for unbiased content, uplifting stories and better ideas for living. We’ve watched how far and wide the ripple effects of a negative narrative can spread. We’re here to help turn the tide by documenting the history of a world and people that would otherwise go unnoticed.
Foundation
The average American clocks in about 7 hours a day for internet-connected activities. Worldwide, the numbers vary on the low end of 4 hours in Japan all the way to 10+ hours in South Africa. It’s no secret that negativity rules the “airwaves,” and for reasons researchers don’t fully understand, it travels much faster than positivity and has a greater impact on mood and mindset. Based on this insight, we’re keen on building and testing new ways of constructing positive stories.
We identified a fundamental error in the widely accepted idea that the general public’s attention spans were shortening. While that’s true of some people, it cannot be applied to everyone. We found pockets of individuals gravitating toward in-depth, purpose driven conversations in the form of serial podcasts, immersive long form journalism, and three-hour YouTube interviews. The deep dive analytics on this style of content suggest there’s a significant demographic with an appetite for positive, long form storytelling.
Optics
Building a strong visual identity system is paramount for Can & String. We designed a family of logos stemming from primary and secondary lockups, each unique yet simple, clean and easily recognizable. The primary logo channels a more corporate look for merchandising while the secondary logo uses flowing handwritten typography to punctuate the storytelling side of the brand.
Color Palette
The color palette selected for C&S is inviting and relaxing. Our choice of typography reflects a desire to make reading copy engaging, enjoyable and easy on the eyes. We want people to feel a sense of welcome and belonging when they encounter the visual identity for Can & String.
Photography Style
Environment rich, high contrast and natural photography are cornerstones of the Can & String identity. With people at the heart of every story, microexpressions take center stage. Capturing involuntary expressions from our subjects to convey emotion is a skill inherent to C&S photographers.
We’re crafting a cinematic and classic filmmaking style to captivate viewers. Our immersion into the daily lives and activities of our subjects gives us unique insight into capturing the visuals inherent to telling an authentic story. We believe in the importance of taking the viewer on a journey through an arc with the crucial story ingredients of character, desire, conflict and resolution.
Narrative
Through the lens of food, people, travel, and spaces, Can & String documents stories of personal growth to build communal goodwill and help nourish the collective spirit. The messaging developed to guide the brand allows for creative freedom, while treating subject matter with respect and dignity.
The simplest communication device, two cans tethered by string represents the magic of genuine human connection. We want people to find common ground and see each other as members of a global community where we find the best in all of us. The tagline, “Stories Meant for Sharing,” wraps our communication strategy into four words that speak many more.
By building original franchises through docu-series, immersive photojournalism, recurring features, and in depth podcasts, Can & String is telling a continuous story, a kinder narrative of a world worthy of making better.
