Day 232

Yesterday, I went to the live theater broadcast of Monty Python Live (Mostly). It was an incredible time that saw the audience break into song on more than one occasion. If you’re able to catch any of the replays this week, I highly recommend it. The Pythons’ creativity is inspiring on so many levels, even after all these years. Aside from that, my weekend consisted of running—and lots of it. And since I’m sure no one wants me to ramble on and on about the Rock n’ Roll Marathon Series, I thought I’d talk a little about TRIS3CT.

If there’s one question I've been asked more than any other this month it has to be, “What’s with the ‘3’ in TRIS3CT?” Well, now that I’ve finally infiltrated their headquarters, I think it’s about time I provided an answer.

I should admit that when I first noticed the 3, I was a bit hesitant about its presence. You see, I grew up listening to a lot of heavy metal and in the 90’s that meant some questionable nu-metal groups, some of whom loved adding numbers to their names. (i.e. 40 Below Summer, Apartment 26, Project 86, Primer 55, Powerman 5000). So, when I saw 'TRIS3CT' it gave me some pretty dicey flashbacks to parachute pants, eyeliner and fishnet. Thankfully those have passed and I’ve since learned to love the ‘3’. That’s mostly because I discovered it wasn’t there for the sake of being different. No, the ‘3’ serves a purpose that goes well beyond delivering a unique name.

The ‘3’ is a reference to the agency’s defining principles—fearless, inventive, humanistic. It’s also the essence of their culture and a staple of their décor. As it says on their website, everyone here “believes that when these 3 forces of good come together, something powerful is created. Strategy becomes stronger. Ideas work harder. Results jump higher. Pigs literally take flight”.

It just goes to prove that you shouldn’t judge a book by its cover. TRIS3CT is an agency that knows what it can do and how to do it. I’m three weeks in and I can confidently say that everyone here believes in the ‘3’ and embodies what it stands for by pursuing those defining principles and strengthening their presence with each new project.

My hope is that by explaining this, I can help others out there learn to love the '3' as well. Oh and on a bit of a side note, if you aren’t yet, be sure to follow @TRIS3CT on Twitter. I’m taking it over at 3:33 everyday to document the various “threes” that can be found throughout the office.