What is CounterSpace?
Jamie Allsbury
What’s in a name? Many times the name of an organization means nothing to its patrons and often times has little relevance to the work of the organization either. Our name was chosen with our brand and philosophies in mind.
Counter Space is the enclosed or partially enclosed negative space within certain letters
As a design professional and typography nerd, the idea of naming the company after a typographical element was appealing in itself. However, as a marketing strategist and serial over-thinker, there is more to it than meets the eye.
When it comes to marketing and design it is important to consider not just the marketing or design element of concern, but all ideas and strategies within it. When creating a new marketing strategy or design I like to think about all of the things that are encompassed within it as the counter space of the idea. What is the underlying message of the art? How is the brand incorporated into the message? How do the company’s philosophy and values show through in the marketing effort? These are all a “counter space” of sorts to the work that we create; both visual and otherwise.