Finding themselves with a spare skateboard deck leftover from a shoot, our design department saw a creative opportunity. Rather than letting it go to waste, why not make something that the whole agency could enjoy?
Over the years, the agency has acquired a collection of sayings lovingly called "Wiedenisms" by its employees, phrases that capture W+K's philosophy; some Wiedenisms have become such a big part of everyday agency life, they can even be found emblazoned on our office walls.
W+K designers Michael Bow and Guy Featherstone wanted to create a permanent piece from a phrase that hadn't yet featured in the office but was close to the agency's heart: "Difficult is worth doing." Born from the early days of the our partnership with Honda, we've adopted this creative mantra and approach ever since.
Michael and Guy saw a similarity in the attitude also shared by skaters and skateboarding culture – that relentless persistence is what it takes in order to progress. In addition, the double stroke to the typography was inspired by the fluid lines of skating. The design neatly incorporates the existing truck holes of the board.
Michael says of the project, "Despite our limited experience with the process, we chose to laser etch the design on the board. We felt this would be a good opportunity to push our boundaries and learn new skills. There were a few issues that we encountered during production, especially with regards to etching on the curved ends of the board. After a number of failures we managed to make something we were proud of - and something that truly embodies the philosophy of 'difficult is worth doing'."