The Truth Talk to me

I use a process in my work that gets me to the core of any challenge, and leads to what I call an Essential Truth that – once formulated – informs everything else. So, what’s the Truth about Andrew Crighton and iPrimate? It’s HELP.

I’m at a place in my career where I’m exploring new horizons and breaking boundaries to help others… and help myself. I’ll tell you a lot more about it sometime, but, essentially, the new horizons have to do with VOCATION and the breaking boundaries has to do with LOCATION.

VOCATION means publishing… for a writer. And for this writer that means non-traditional publishing (you’re reading it). And it means content (you’re reading it). Whether my new horizons serve ME or YOU, they’re challenging and rewarding.

LOCATION is about flexibility. Kids have gone; home in the city less relevant. I still have one foot in Toronto, but I’m really living on the shores of Georgian Bay. Some people know I have a 1989 Volkswagen bus/camper in which I can go anywhere, anytime to write. And meet. And collaborate. But, mostly, breaking boundaries has to do with the Internet. I’m determined to get more clients/patrons/working relationships/ partners in other geographies, because we all really share the same geography, these days (you’re reading it).

So, it’s about VOCATION, LOCATION. And it’s about HELP.

May I?

Andrew Crighton, iPrimate
127 Kingswood Road
Toronto, Ontario m4e 3n4

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February 16, 2010


THE CHALLENGE: To develop a meaningful relationship between strange bedfellows Microsoft and Apple, and to drive demand for Office X – Microsoft’s new and improved suite of productivity tools for the Mac OS X operating system.

THE SITUATION: Mac’s OS X is a quantum leap forward – one which even diehard Apple devotees have been slow to accept.  Its momentum has depended on partner companies developing and designing specialized software for it.  Microsoft was one of the first.  Mac users need to know that the partnership between Microsoft and Apple is positive and powerful.


Handwritten Truth - Show the Love

The truth is… iPrimate developed a creatively driven, Mac-inspired website (sponsored and produced by Microsoft) that explores the chemistry between the two companies, and shows how their products work so well together.  It does so by featuring some canny, quirky articles that celebrate some of the unique, Canadian creative businesspeople who love running Microsoft on their Macs – like Steve Podborski, Louis Fishauf, and Barbie’s Basement Jewellery!

This was the basic brand identity:

The Chemistry Project - Brand Identity

Here is a screen shot:

Of screenshot featuring Juri Dojc

Here’s a wild posting, intended to get some viral ‘buzz’ happening:

Chemistry Project Wild Posting - Bill and Steve

And, here’s a theme song!  Entitled ‘Just A Little Irreverent’, it’s guaranteed to put you in a Microsoft/Mac frame of mind:  Just a Little Irreverent