“The Difficult We Do Right Away…” Observations from the U.S.S. Yorktown.
During my 8th grade year, we took a class trip to the U.S.S. Yorktown. The Yorktown is an Essex-class aircraft carrier that served in the U.S. Navy during WWII, Vietnam, and the Korean War. The Yorktown is permanently docked in Charleston, S.C. and on that 8th-grade trip, we spent the night on the ship. Our bunks were in the officers’ quarters and the experience completely enthralled a young Graylyn Loomis.
A little over 20 years later, I returned to the Yorktown with my wife and son (2 ½ years old). My enthusiasm for the visit was completely renewed through the eyes of my son.
Here are a few observations from the Yorktown that inform the independent school branding world and how we approach things here at 38 House.
The Machine Shop Door
“The difficult we do right away. The impossible will take a little longer.”
That quote is painted on the door of the USS Yorktown’s machine shop. The shop is filled with lathes, shapers, drill presses, and more. When parts broke, the ship was hit, or worse during the heat of battle, the machine shop was a crucial life source. They’d repair, remake, and fabricate anything possible to keep the ship going and keep planes in the air. It’s inspiring to think about the jobs that went through that shop and the brilliant machinists who engineered and cobbled together solutions to problems.
The quote also makes me think about our work at 38 House. We aren’t dealing with life or death repairs in the heat of battle, but the nature of our work is often urgent and problem solving in nature. We receive calls and inquiries when schools are in need and that quote from the door really resonated with me. We approach our work with a little humor, a creative problem-solving attitude, and a dedication to communicating clearly and often. With those three things, we can take on the difficult and also push what’s possible. Rather than saying “no,” we do our best to find a “yes.”
Branding Inspiration Around Every Corner
I encourage everyone in the communications and marketing world to constantly look for inspiration. My phone is filled with photos and notes of interesting tidbits for clients (and our own brand-building efforts). I often find the best inspiration from the least-expected places and the Yorktown was no exception. From fonts and colors on old gauges to warning label designs and directional signs, the ship was a throwback branding honey hole.
You never know where you’ll find your next idea, so always be on the lookout. One of our favorite things to do is to brainstorm with our designers at 38 House. We have Google Drive folders full of inspiration and ideas that feed our work and what we do.
I hope feel inspired to look for inspiration even in the least likely places. If you want to brainstorm your next branding or marketing project, reach out to us at info@38house.com. We always love to chat!
