Sara Karma

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For the Humble

For Dixon Ticonderoga Pencils 
  Insight: Using a pencil as an adult is a deliberate choice. Pencil users choose a medium that isn’t permanent because they’re humble enough to know they’ll make mistakes. 

Idea:
Build an identity around pencil users, highlighting their humility. Build a counter identity for their opposites— the overconfident pen people. 





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