Howard Dean, the brute and tactical force behind Howard Dean Properties, had been operating solely within his private network for over a decade. When his team decided to take their identity digital, the field team at World of Mouth ventured to his office and obtained the DNA makeup of the man behind the industrious operation. Referred to by clients as “Mr. Dean” and nicknamed “River Rogue,” World of Mouth incorporated a comic element into his visual identity. Combining these attributes with a multi-functional location based website, World of Mouth expanded Howard Dean Properties to a larger network with the build out of www.callmrdean.com.