As sr. art director at Foote, Cone & Belding (FCB) Direct, I had the opportunity to work on projects for some pretty big clients: Gatorade, Quaker Oats brands, etc. However, some of my best work, requiring the least amount of red tape, was for smaller brands looking to make an impact in their respective marketplaces. One of which was Wayport, a tech company that provided a wireless internet connectivity service at its hubs (in airports, etc.) before the ubiquity of standard Wi-Fi.
The project I was presented with was logo redesign and rough ad comps. The challenge was how to quickly communicate their progressive, new business model. They were forward thinking, thus the laptop icon shaped like a forward-pointing arrow in the proposed new logo. In many ways, they were way ahead of the game, therefore using the first part of their name as a descriptor. Those were some of the well-received devices I recommended, in order to say a lot without saying much at all.