The Edge of Chaos, the brainchild of a team of incredibly bright individuals associated with the UAB School of Public Health, is a resource for people to use to solve the most challenging problems facing our culture today – the "wicked problems." Imagine a workspace on the top floor of a medical library, that is unfettered, wired, open, modular, and cool. One room has a wall covered in "smart screens." In a deliberate defacement of the space, Graffiti and street art communicate a message of open thinking and adjacent possibles. The space and its website are intertwined with ways to engage in the dialogue going on in the space.
Cayenne was brought in at first simply to invite people to an "open house" before the space was even finished. It smelled of raw concrete and drywall mud. We were to invite a broad spectrum of local community and business leaders, as well as the UAB leadership to a breakfast at which they would be told about the space and its purpose. Our invitation, mailed in clear cellophane, engaged people with an intriguing message and smart design. The turnout was so great, The Edge of Chaos (TEoC) hosted three subsequent breakfasts.
Cayenne helped create the TEoC website, collateral materials, brought in the graffiti artists, helped conceive of an open house event called "Shaken and Stirred," even engaged a mixologist to create a special cocktail for the event. In short we helped created a brand for this incredibly special place.