I am not exactly a workout junkie. As of this time last year, I probably hadn’t put on sneakers since I played team sports. But I decided that my attitude towards exercise needed to change.

A sentence or two that gets to the heart of a matter is much harder to craft than three single-spaced pages—just ask anyone in our Simplification group. These strategists pour over page after page, rearranging a single sentence 10 different ways to properly, and simply, tell our clients’ stories. That’s why I’m so impressed with a brand that also takes me back to middle school: Gap. Two years after a new logo came and went, Gap has reclaimed what it has done best since my days watching TRL.