High-Profile Success Leads Alumni Duo to Launch New Ad Agency
What do you do when your side hustle rebranding a pop megastar's signature rum is a smashing success? Make it a full-time gig, of course!
Following standout work for Bruno Mars' SelvaRey Rum and a handful of other high profile clients—from non-profit National Runaway Safeline, to NoMad hotel's website, to Velocity Cycling—KCAD Graphic Design alumni and advertising industry veterans Matt Dimmer ('97) and David Whaite ('04) have gone official with Troup, a new agency built on the cornerstone of strong client relationships and uncompromising design craft.
Matt Dimmer (left) and David Whaite (right), co-founders of Troup (credit: Dean Bradshaw)
“Our POV on bringing the craft of design to everything we touch is something we pride ourselves in,” Dimmer says, “but Troup believes in strong relationships as much as it believes in craft and creativity. You can’t have the latter without the former.”
Both designers bring an impressive individual pedigree to their new joint venture. Dimmer has worked in advertising for 20 years and has had jobs at several agencies, including mcgarrybowen, JWT, Vitro, and Red Tettemer. He transitioned to art direction early in his career and oversees all advertising and strategic work of Troup as the agency's Chief Creative Officer. Whaite has been in the industry for 15 years—including stints at Vitro, JWT, Campbell Ewald, and in-house at Netflix—and oversees all digital and branding work as Cheif Design Officer.
After unofficially joininig forces in 2020, Dimmer and Whaite completely overhauled the branding for SelvaRey along with an extensive package design including a special Owners Reserve. They also created foundational elements that are the backbone for all current social content. For the NoMad hotel, the pair worked with The Sydell Group to redesign the front and back end of the hotel’s website prior to the launch of its new London property. And they partnered with the National Runaway Safeline to develop and launch a digital campaign during the pandemic to gain awareness on what the organization does through social media ads and a new website design. All in the midst of a global pandemic.
“The pandemic proved to be a test for remote work—we were already working in that model day-to-day without missing a beat,” says Whaite. “Of course, it helps when you earn the trust of your clients. Remote work requires faith. Trust solidifies confidence.”
Already, Troup's work has been recognized by The Dieline, One Show, Communication Arts, Archive, Print Regional Design Annual, Creativity (Pick of the day & Interactive Site of the Day), The FWA, Graphis 100 Best in Advertising, Tellys, The New York Society of Illustrators, AIGA, and Graphic Design USA. It has also been featured in Mashable, Fast Company, PSFK, LinkedIn, Business Insider, Branding Magazine, and The Colbert Show.
And it's safe to say that this is only the beginning.
Learn more about KCAD's Graphic Design program