We create and refine brands to stand out,” said Dave Nelson, owner of branding agency SecretPenguin. Founded in 2000, Nelson’s firm stands out from the competition in its focus, structure, and winning process.
Rather than roll out advertising campaigns, SecretPenguin explores how customers interact with a brand. “If you have a bad experience, you’re not going to come back because their logo looks good or because they have a great advertisement,” Nelson noted. “Our clients rarely pay for advertising; most of it is through word of mouth.”
SecretPenguin’s 10-member team is collaborative, and the organizational chart is level. “We support one another, not report to one another,” Nelson said. “We have a lead account person and a lead creative person on each project, and everyone follows their lead. It’s a really fun way to work.”
The fun also extends to SecretPenguin’s process with clients, from mom-and-pops to industry giants. “We’ve created and/or refined over 250 brands using our process, The Iceberg Build, with a 99% success rate,” Nelson continued. “We aim to eliminate the frustration many brands face when working with agencies—no need for endless revisions, no big egos making design choices over our clients’ vision.”
SecretPenguin
1200 N. 12th St. Ste. 190
Omaha, NE 68102
402.637.1250
secretpenguin.com
This profile originally appeared in the 2024 FACES of Omaha, presented by Omaha Magazine. To see the full book, see ourbrflipbook here.
