09/19/2022
Here’s a little story about the name and logo for Third Creative.
My full name is Joseph R. DeFerrari III. It’s.... a lot of name. It’s a link to my past and a direct connection to my father and grandfather.
I grew up outside of Pittsburgh, PA in the Rust Belt. My father and grandfathers worked in the steel mills. The sounds, smells and sights of the monstrous structures rising over the towns, the barges and train tracks lining the rivers, and the glow of the furnaces at night were an inescapable part of my childhood experience.
Eventually, the mills began closing and the jobs started leaving. These events had an immense influence on the lives of my family and so many around us. Some of my earliest memories are of sitting in the backseat, picking my Dad up from the night shift, seeing lines of tired, grimy workers waiting for their own rides before the sun even came up. For a time this strange industry and place that I didn’t really understand felt like a piece of my own future. In time, that ritual became the first thing to vanish from this era, slowly followed by the eventual demolition of the vacated structures.
Throughout my childhood, adults would point to the mills and proclaim "I can remember way back when there wasn't anything there". Today I pass those same places and catch a glimpse of what they saw.
The world changes, and I forged my own path. However, the memory of the people and region permeate everything since those early days. As I’ve gotten older, I find new meaning and guidance from that time, so I pay homage to that story with Third Creative Co.
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