Challenge: Very few people know what a Geographic Information System is capable of, and fewer know how to make it sing. This one man shop had to look big quick.

Strategy: Despite being a thought leader in the field of GIS, our client needed to convey mastery. The last thing he needed was to sound like a law firm with some string of names, we were looking for something that would connect with people looking to hire a GIS Jedi.

Why It Worked: Trope (ontology), properties, qualities, and attributes plus Geo as in Earth makes for a pretty good description of what he does. The X marks the spot, as well as alludes to tropics, a region.