John Luke Laube

Design & Strategy

My love for branding started with a forgery…

After being born and  raised in France I moved to the states for Elementary School. In France, everyone writes in cursive.  So this gave me the upper hand to the kids who were limited to print.   As time went on, I noticed a demand. It didn’t take long to find out that a parents' signature can get you almost anything you want in school. So, I studied and practiced them. It didn’t take long where I was selling absentee notes, not always for money. Sometimes it was for lunch fries, milk, or, if I got lucky; a cookie. One day I wanted to see how far I could go. So, I forge George W. Bush’s signature.  I put together a White House letter-head and the note clearly stated that I was involved in government activities and therefore was unable to complete my homework. A student ratted me out.Then my parents and the principal had a sit down meeting with me to discuss my creative endeavors. With threats of prosecutions ringing in my ear, I understood that my innocent forgery had serious implications. This is when I fell in love with the power branding.