Rhetoric is a bad word. Not an ugly word, though almost. It takes up more room than we would like it to. And it’s not easy to be around.
It conjures vague images or the sense of bombastic oratory, clever speech-making, techniques to get an audience to listen. Quite frankly, rhetoric is what it seems to be. It is language designed to persuade. In the strictest sense if the word, it is what we do.
Specifically, we design rhetoric for the mobile view-port. Because of it’s size, language has to be honed down to the essential while still conveying the authentic voice of the brand. It’s like a new kind of poetry.