I was the creative director on the NYSE during 3 of their most tumultuous years: After 9/11, they were, as the client often reminded us, the number one target of Al Queda. They were also dealing with the move to fully electronic exchanges, which, somewhat unbelievably, meant the massive and legendary real estate they occupied made it an even bigger liability than simply as a place of attack. In the midst of this, they united with Europe’s biggest exchange. You can imagine how crystal clear and simple the brief was. (NOTE: For some reason I ended up traveling to NY alone to present this spot. To the 25 board members of the NYSE. By myself. I have feared no meeting since.)