Perfecting The One Sheet

I’ll never tire of showcasing well written long copy. It’s not something one sees much of today, but when it works it works. And Ground Zero knows how to work it. Here’s the sum total of their newly undesigned, non sticky Web site:
I love how it ends. “Imagine where we’d be if we’d had a plan.” That’s poetry coming from a corporation.
[via Spike @ Brains on Fire, an identity firm with its own story to tell]

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. brilliant…makes me think I should stop bugging my kids about having a plan for their futures!

  2. Sorry.
    I love how it’s written, but it’s a terrible web experience. Let’s just say they piqued my interest about their work — they did — now what? No links. No other pages. Nothing.
    As advertising, it fails.

  3. I disagree. Agency web sites are notoriously full of pomp and circumstance a.k.a shit. They’re deep (in Web terms) when they needn’t be. That’s failure on an epic stage.
    GroundZero’s new site makes an elevator pitch impression and inspires action—a phone call perhaps, or the dreaded email. And that’s its entire point, same with every agency’s site. New business and recruiting—that’s why agencies have sites.

  4. I’ll have to take your word for it that the copy is well written. Frankly, I couldn’t make it past the first couple of sentences. It’s not the writing that’s the problem: It’s the art direction. Between the all-cap copy and the too-light typeface, it’s a chore to read. I have 20/20 vision but it wasn’t worth the eyestrain. Ground Zero is a great agency and all, but they really should come up with a more reader-friendly design.
    By the way, according to the IMDB, Court Crandall is not one of the two credited screenwriters for “Old School.” He did come up with the story for the movie along with two other guys. The Ground Zero site makes it sound like he wrote the whole thing himself.

  5. I enjoyed visiting Ground Zero’s Web site. Although it is a lot of copy, I read through the entire page because I thought it was well-written and interesting to read. It highlights the unique and innovative techniques that Ground Zero has used for different clients and explains its success with each. Although its Web site is not interactive for visitors, it stands out in comparison to others because of its simplistic design. I agree with David, I think this Web site works.