Pizza = Hope, Unity & World Peace… sort of.

The Good Stuff Eatery folks are at it again. The best burger people on Capitol Hill are about to become the best burger and pizza people in the world. Spike Mendelsohn and his wonderful family asked us come up with the brand (name, logo, brand position, interior, et al) for their new venture, stating, “We want to bring together the best of great, Italian soul food and the best of American ‘fine’ dining and create the best pizza joint on the planet…”

THE PROTAGONIST THEORY* IS PROUD TO ANNOUNCE DC’S BRAND NEW “WE, THE PIZZA” opening winter, 2010 on Capitol Hill.

WE.

“We” is powerful. “We” is strong. “We” is where “I” meets “you” and “us” meets “them” and change happens. “We” means togetherness, unity, peace and good will. “We” will never be alone. “We” is selfless, because there is no “self” in “we.”

“We” is community and family. “We” is belonging. “We” is no one place or thing or idea. “We” is an ideal.

“We” is the promise of better days and brighter futures and the opportunity to finally be ourselves because together, “we” are one. “We” are all. There is no separation or exclusion with “we.”

Smells are richer. Sights are more beautiful. Sounds are clearer and Tastes more glorious with “we.” “We” brings meaning to the mundane. When “we” joins together and puts another before “I” and “me,” the world becomes a better place.

And “we” are all in this together. Welcome to “We.”

We, the pizza.

*Bryan Martin of Good Egg Studio is the brilliant art director who caught the vision here, but I am only giving him credit way down here at the bottom in very light, gray type so your focus will remain on me… Billy Ivey.

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