Art On Wheels started out all wrong. The project arrived bundled with an art world title: Cycle/Recycle: Artists Reinvent The Wheel in 2003. Contrast that with Herd About Buffalo: a short, easy to say, and memorable name. Our first task was to re-name the project. But first, a digression.

We tried to do a logo to fit the "Cycle/Recycle" name and it was a bust ? except for one thing: the F&F creative team made a nice piece of art as part of the deal ? the sculpture that's to the right. (This falls into the category of "Creative Stuff We Do That Isn't Exactly Advertising But Ends Up As Part Of It.") In case you can't make out exactly what "it" is, think painted bike seat and chain for kinky hair. End of digression.

Back to the story line. To better market the project (think simpler, better, way more sayable and far more memorable moniker) we came up with "Art On Wheels" as the handle, and it stuck, as did the logo we then produced to go with it.

Branding in place, it was now time to win the pitch.

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