Behind the Scenes with the Peavey Brothers

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Turning Up the Science of Comfort

For more than a decade, the Peavey brothers have trusted us to help shape a brand as strong as the work they stand behind. What started as a logo project has grown into a full-scale identity system: the messaging, the voice, the ubiquitous trucks all over Metro Atlanta, and the marketing that keeps their name top-of-mind. At this point, we’ve created just about everything except their website—a division of labor that can be tricky, as anyone who’s ever coordinated with multiple agencies will tell you, unless you’ve developed a brand so flawlessly that an outside party is able to pick it up and execute it with ease.

All this to say, we go way back with our PV bros. So when it came time to refresh their TV and video presence, we didn’t show up with a ring light and a handshake. We went big.

All this to say, we go way back with our PV bros. So when it came time to refresh their TV and video presence, we didn’t show up with a ring light and a handshake. We went big.

We booked a massive cyclorama studio, blasted 200,000+ lumens across the space, lined up three freshly scrubbed and camera-ready brothers, and rolled in a perfectly branded PV box truck to tie it all together.

Half-day shoot. Full-throttle Ethic.

Our entire crew. Six cameras. Drone. GoPros. Dollies. Gimbals. Lights.
New portraits. Hero shots. Interviews. A blooper reel we could probably sell tickets for.
Controlled chaos that somehow transforms into clean, confident brand content.

And because we physically cannot resist, we documented the whole circus—giving PV a behind-the-scenes piece that shows exactly how we get sh*t done.

The Work We Walked Out With

PV now has a robust bank of photography and videos they can pull from for a variety of marketing purposes:

  • Portraits & group shots of the Peavey brothers
  • Cinematic truck + team footage for their TV spots
  • Interview pieces covering PV’s history and the Science of Comfort
  • A full BTS film capturing the energy behind the brand
PV Owners with Truck
PV Owners
PV Owners on white background

Why It Works

Twelve years of trust.
No leaks. No rattles. No lukewarm anything.

Just two teams keeping the system running at peak performance.

Member One – TV Campaign Series– Opening Doors

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The message behind these TV spots is symbolic, yet straightforward: Member One Credit Union is in the business of opening doors for its members. While that includes the literal doors associated with home and vehicle ownership, Member One is most proud to hold open the doors to financial freedom and empowerment.

Ethic’s full-service video team created each spot from concept, script and storyboard to shooting and post-production. Throughout each montage, Member One’s audience learns that this longstanding credit union has been creating opportunities in their community for over 80 years and counting.

Spot One

Spot Two

Spot Three

Member One – 2024 Spring Deposit Campaign

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Even as advertisers, we’re annoyed by long-winded commercials that blast you with information you didn’t ask for. That’s the inspiration behind this Member One Credit Union campaign, in which we give the audience something to enjoy—goats in trees, sloths, a cute dog—without wasting a bunch of time selling. After all, free checking sells itself. Enjoy the goats.

Marketing On A Strict Budget

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Sticking to a razor-thin budget doesn’t mean sending our imaginations home early. At Ethic, we never throw our hands up and turn to stock templates. We’re used to working with budgets of all sizes, and no matter what, our philosophy is the same: do absolutely as much as we can while staying just within the limits. Sure, boundless work scopes can be fun, but all projects begin the same way: with careful forethought about how to realistically—yet creatively—develop memorable material that makes the most of whatever we’ve got. Big or small, Ethic pushes the boundaries to make every project feel completely custom, high-end, and on-brand while maximizing every penny.

Brand Strategy

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Your brand is more than your logo, name and slogan—it’s the entire experience that your audience has with your organization, product, or service. And it’s got a lot of moving parts. To keep all the elements of your brand working in tandem toward your institution’s goals, you need a long-term brand strategy to inform every decision along the way. It defines what you stand for, what promises you make, and what personality you convey. In practice, it forms a handy-dandy roadmap to keep your brand on track.

Brand Awareness

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In 2006, Alcoa Employees and Community Credit Union, a longstanding Midwestern financial institution, needed to separate from the world’s third-largest aluminum producer. (Tale as old as time, right?) After settling on a new name and logo, the newly-christened Ascentra brought in the Ethic team to take over the development of their young brand, and we’ve been nurturing and helping it grow ever since.

ATL Airport District digital marketing

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Digital marketing and online content each play a big part in the long and successful marketing partnership shared by Ethic and the ATL Airport District. From simple banner ads to HTML5 embeds, OTT video, and social media headers and templates, we do all we can to ensure the District’s online presence is complete, compelling, consistent, and in keeping with the times.

Video content for the District needs to check several boxes, from catching the interest of the casual social media scroller to dispelling popular misconceptions about the Southside—all while of course marketing the District as the fantastic tourism and meetings destination that it is. The above video was created as a bombastic reintroduction to the tourism market during late fall of 2020, when U.S. travel was reopening after widespread pandemic panic.

Several of ATL Airport District's digital ads

As an ongoing digital echo of its main brand and current campaign, the District’s banner ads feature the same bold brand color usage and punny transportation-forward headlines. While the look and messaging evolve alongside our broader traditional advertising campaigns, they are always distinctly the District.

Dream Empire

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Atlanta Dream Lager

Ethic partnered with the Atlanta Dream and Arches Brewing to name, design, and develop the first official WNBA beer. With graphic colors and artistic-yet-classic line art, our design smoothly bridges the gap between the Arches brand and the Dream’s.

A smooth revival of the classic Vienna lager, Dream Empire’s rich, nutty flavor is gently complimented by light floral hops for a delicious celebration of our team’s 15th year in this phenomenal city. Here’s to our fans in the stands and everything our Dream team stands for. Cheers, ATL.

Ethic’s brewer’s notes

Spincouragement – Spin the District Social

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The trickiest part of getting attendees to register for a difficult cycling event is convincing them that they’re up to the challenge. Spin the District’s Union City Road Fondo & Gravel Grind includes several grueling rides, some of which are over 100 miles long and all of which are basically made of 1,000 hills. Naturally, a lot of first-time Fondo riders question whether they have what it takes to be successful. Will they have fun? Will they embarrass themselves? When marketing the event to new participants, it’s up to us to give them the confidence to come out and give it a shot.

In 2021, we connected with potential riders on social media by jumping in to help guide their training. #Spincouragement was born. Each post pulled the appropriate conditioning time or distance from our training schedule, then contextualized it to emphasize achievability: two hours spent pedaling doesn’t feel nearly as long as two hours watching Cats; cycling 40 miles is nothing compared to a compy swimming 120 miles for a seaside snack; if true love can make you walk 500 miles—twice!—then what’s a quick 80 on a bike, really? You can do this.

Six West

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Six West is a mixed use development in College Park, Georgia, on a site that has sat undeveloped for decades after being cleared to build a runway for Hartsfield-Jackson Atlanta International Airport—a project long since abandoned.


The plot’s working title, “Airport City,” drastically understated the area’s character and history. So when Ethic was tapped to name and brand the new development, we saw it as an opportunity to influence the narrative of the city and the Southside.

Naming
We named it Six West because we believe it’s proud of what and where it is: the tract of land just west of downtown College Park, a bit west of the airport, occupying the west side of the Southside. With the development of this land into a new concept that will shape the growth and prosperity of the area, College Park engages in a modern, peaceful westward expansion of hope and optimism. The “six” alludes to the six roads that run through it, connecting the development to downtown and beyond. (It’s also a wink to the sixth runway and College Park’s resilience in the face of encroaching interests.)


These six roads, named for five Ivy League colleges and John Wesley, are an essential element of College Park’s narrative. By referencing the area’s connections both to the cities around it and to the history on which we now build, we memorialize the site’s past—while looking to the development itself for the future.

Logo
The logo we designed is a literal icon, proclaiming the numeral 6 loud and clear, comprised of six lines—or streets—all pointing west. We used a mix of sans-serif and serif fonts for maximum readability and gave it a strong, contemporary magenta to help it stand out from surrounding properties.

Visit Sandy Springs Ad Campaign

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Visit Sandy Springs Family Bonding

Play Outside Atlanta

Sandy Springs offers the convenience of an Atlanta-adjacent suburb—but Atlanta has lots of suburbs.

Lucky for Sandy Springs, this one is set apart by luxurious outdoor recreation that’s rarely found in a

metropolitan setting. Ethic’s “Play Outside Atlanta” campaign spotlights this key strength with evocative

visuals that help newcomers feel the joy of visiting a destination worth texting home about.

Visit Sandy Springs Morgan Falls Ad