Monthly Archives: August 2016

A Lot Like Love…

Your eyes lock from across the room. A stranger and yet… you feel as though you know them. Or perhaps you have known them for years. The feeling of love is like a lightning bolt—in just a fifth-of-a-second chemicals release in your brain resulting in a euphoric feeling. You lean in as if your heart were literally taking the wheel. Your body surges, “I love it and I want more of it!” Let’s take a closer look at the process of falling in l-o-v-e, shall we?

Dopamine plays a role in our emotional responses, by lifting us up and motivating us to action. Ever hear the saying, “Love makes you do crazy things?” Yeah, that’s partly dopamine’s fault and watch out—dopey’s got a couple troublesome friends. Introducing norepinephrine and adrenaline. They release to give you a little push, keeping that pesky rational part of your brain from analyzing the potential risks of your choices. Your heart starts to race, you get a burst of energy, and you focus intensely as you click the button purchasing tickets to Mexico to spend a week with someone you collectively spent 8 hours with during your last vacation… oh… ummm…. Yeah a friend of mine did that once… anyway—moving on. Finally, oxytocin lowers anxiety and is released most often in response to physical touch, hence why it is sometimes referred to as “the cuddle drug.” You just want to be close to them (cue the romantic music) and by the end of this chemical tsunami you look like one of those heart eyed emojis.

😍 Yep that’s you, bud.

Okay now… let me throw something crazy out there… Is this similar to what happens when we experience a brand? Stay with me. What happens when we witness an image or a slogan? If we have prior knowledge or experience of the brand, mirror neurons fire in our brain sharing with us stored information from the past resulting in a positive or negative response. But what if we have never seen the brand before? The image or the messaging strikes our brains as new and in a very short period of time creates an immediate response. Some call this “judging a book by its cover” and it’s true; that action can result in not taking an opportunity to understand something in its entirety. Our brains are constantly processing information as quickly as possible to inform our choices in an effort to keep us safe. So what does a brand need in order to encourage an individual to keep looking beyond that first moment? And is it not unlike what it takes to keep that special someone engaged with you enough to build and maintain a relationship?

Remember those chemicals from before? Check this out.

Step # 1:

The combination of chemicals released creates such a pleasant feeling that we want more, i.e. ATTRACTION.

Step # 2:

Dopamine, norepinephrine, and adrenaline drive us forward to learn more, take risks, and plunge into an exploration of what could be beyond these initial feelings, i.e. CURIOSITY.

Step # 3:

“The cuddle drug,” oxytocin, helps up to saddle right up to our love and gaze into a future together. We feel as though we have arrived, we can finally relax, i.e. TRUST.

So you know… just make your brand wicked attractive, encourage potential clients to ask questions and eventually land their full and complete trust in you. No easy feat, we know. A tad daunting? Yep. That’s why we are here. Consider us your wingman. We will help you pick out an outfit, practice conversation topics, and support you in feeling confident in who you are because…


*thumbs up followed by finger guns*

Go get ‘em tiger! We got yo’ back!



New Kid on the NGC Block

biz bioBiz Hallett joins the New Ground Creative Team as Outreach Strategist bringing her edgy style, endless curiosity, and epic dance moves! You may recognize her as an on-again, off-again employee of Boomerang or maybe you remember the SHAKEtheROOM! dance and music performances at Headroom Stages that she produced and choreographed. Still doesn’t ring a bell?

Well… here is the lowdown.

West Philadelphia, born and raised… Just kidding. Biz is fresh, but she is not quite Fresh Prince of Bel Air fresh—a girl can dream. Biz moved to Vermont to attend Marlboro College in 2001 where her studies focused on narrative dance and cultural history, as well as art, neuroscience, literature, and creative writing. She has never felt so at home—with regard to place, people, and environment—as she does in Vermont. This being said, she loves to travel and will happily take an opportunity to step out of her comfort zone and exist elsewhere. Her choice to travel often satisfies her insatiable desire to learn and explore, while also igniting a renewed love and appreciation of home.

Biz was born shy and quiet, but eventually she developed into the eccentric and expressive individual she is today. Seriously though, she is a talker, but also an active listener. She is passionate about storytelling and loves to share stories wherever she goes. She believes the act of telling stories supports our sense of self and also builds connections and understanding between people.

Biz has been a dancer for 30 years and uses movement as a language when words fall short. She studied hula in Hawai’i while at Marlboro College—she was in awe of a culture that chose dance and song as the primary way to tell its history and express its identity. She had conversations with locals, Hawaiian Rights Activists, artists, and homeless individuals—each offering their unique perspective and desire to be heard. This exploration ignited a bigger purpose in Biz, to support individuals in telling their stories as a means of expression, connection,and transformation. Biz later received a Masters Degree in Dance/Movement Therapy and Counseling from Antioch University New England to further explore her interest in human behavior and psychology and how it all ties to the power of storytelling. Her conclusion:

Telling your story enacts change and growth. Everytime.

Basically, Biz is hungry for knowledge and thirsty to know and understand people. When not working at NGC, she can be found meditating, cooking, teaching dance, thinking up new creative ways to engage with her community, or watching the sunset from her home in Guilford. Her inherent marketing mind combined with her other skills forms a unique perspective that fits into the NGC brand for our clients and we are all excited about how this growth will support our clients and strengthen what we offer.

At New Ground Creative, we believe impactful branding and marketing starts with knowing who you are and what you offer—you are the only person in the world doing what you do the way you do it. As partners and collaborators, we greatly value building relationships with our clients and working with the stories they have to tell. Over the years, New Ground Creative has grown in its capabilities and clients and we aim to keep that momentum going in order to better support our clients in their continuing growth.

WOO HOO! Welcome, Biz!