Interesting Development knows its brand redesign process works—because the shop reinvented itself last year. The New York–based agency, formerly known as Office of Baby, grew up and became Interesting Development in 2018.
Office of Baby was founded three years ago by Nathan Frank, former co-founder and creative director of healthcare brand Help Remedies, and Paul Caiozzo, former executive creative director of Goodby Silverstein & Partners in New York. Having already gained a reputation for working with challenger brands and start-ups like StreetEasy, ZocDoc and Parachute, the pair last year brought in Tamera Geddes, a consultant with experience at agencies including Droga5 and at the Tribeca Film Festival, as CEO.
Geddes’ arrival signaled a slight change in focus. While the former name was based on “getting to the root of problems with the curiosity of a newborn,” the new moniker is aimed at reflecting a more mature approach as well as the agency’s specialty in incubating and creating interesting brands: Its agency model is built around three “pillars” of brand design, brand cultivation and brand-led invention.
Since the change, says Geddes, “people have taken us more seriously—our growth has spoken volumes about how people see us, and it makes entry conversations a lot easier.” Revenue increased from $3.27 million in 2017 to $3.91 million in 2018, and the agency is projecting double that in 2019.
In the past the six months alone, Interesting Development has added or expanded business from clients including smart mattress maker EightSleep, tech platform Fevo, smart dog collar Fi, the Winklevoss-founded cryptocurrency exchange Gemini, dating app Hinge, software company Rippling, Siggi’s yogurt, Trade Coffee, Vita Coco, WordPress and Zulily.
Campaigns have included work for Fi that reflected research into millennial dog owners and helped the brand secure a $7 million round of funding. Meanwhile, longstanding client StreetEasy’s revenue has increased sixfold in the four years since Interesting Devevlopment began working with the brand.
The trio believe that their combination of brand design, advertising and start-up experience makes their approach unique. Says Caiozzo: “Consumers don’t differentiate any more between a Super Bowl ad and a tweet; there’s a huge opportunity for startups to level the playing field.”