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Mojo the Magnificent

Mojo, the Magnificent, died yesterday. On Sunday, he would have been 10 years old. Unfortunately, due to illness, he was too tired to reach that milestone, so he went home, as we all must do someday.

Mojo was the pet and soulmate of Michele Allen, the founder of Crux. He was also her guardian, confidant, advisor, and favorite entertainer. I met Mojo three years ago when I visited Michele’s for a two-day retreat on revamping Crux’s marketing.  I have to admit I fell in love at first sight.

I had never met a bulldog before I met Mojo and his companion, Hope. I like dogs and cats, and I’ve had a couple of furry soulmates but had never encountered anyone quite like Mojo. The first thing I noticed was how massive he seemed. This was not an animal you could ignore or take for granted.  But what drew me to Mojo and Hope was their incredible gentleness and apparent interest in getting to know me. And then I looked into Mojo’s face and found myself thinking that if Albert Einstein ever came back as a dog, this was the form he must have chosen.  Mojo just seemed all-knowing. And all-loving.

During our meeting, Michele and I discussed how to communicate the services we offered and the difference between us and other companies. Continuing our discussion in the car with Mojo in the back seat, Michele said, “We have to show people that not only do we have talent and experience, but real mojo!” At this point, Mojo stuck his face between us, and I replied, “But we DO have Mojo! And Hope! After all, I reasoned, if a duck can sell insurance, why shouldn’t Mojo help us market Crux?  What better way to demonstrate our persistent pursuit of quality, sense of humor, and creativity than by making a bulldog the company’s symbol?  When we returned to the office, images of Mojo on marketing materials buzzed in our brains.

American Bulldog Mojo, Crux Creative's mascot.Mojo succeeded well beyond our dreams. Clients have often told us that the cute bulldog on our homepage first attracted them to our website. We used Mojo on our proposals, stationery, and holiday cards. How could we not? He added a touch of fun without being silly to everything we produced.

But, of course, he did much, much more than that. For Mojo was always a presence – relaxing on his stuffed lion in Michele’s office, playing with his toys in the living room, hanging out under the dining room table during lunch, and letting Hope know that as unique as she is, he was Top Dog.  He even helped us make a short YouTube video, “A Pet is One Thing, but a Brand is a Different Animal All Together” about branding, complete with costume changes he graciously endured.

Mojo will be missed. But his grace, humor, and patience will continue to inspire and guide those who knew and loved him.

Goodbye, Mojo. Enjoy heaven. You deserve it.

Michele Allen

With over 30 years of design and marketing experience, I founded Crux in 2005, a 360° Creative and Marketing Agency, catering to Fortune 500 companies, small businesses, and non-profits. Specializing in experiential spaces, museums, brand development, and digital marketing, I excel in crafting memorable experiences while emphasizing the significance of authentic brand communication. I offer expertise in Brand Development, Trade Show Exhibits, Museums, Corporate Spaces, Interactives & VR/AR, and Digital Marketing, committed to tailored support and guidance.