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  • - I like how he looks kind of confused.

  • - Ah, God I hate this. I really, really hate this.

  • (laughter)

  • This is not what I signed up for.

  • (laughter)

  • See I can hear them laughing already,

  • so, that's not a good thing.

  • (upbeat music)

  • - My name is David.

  • Seven years ago I came out, divorced,

  • and so I've been on my own since then.

  • - [Garrett] How would you describe yourself?

  • - Um, in the background, shy, quiet.

  • I'd like to change,

  • I just don't see how that is going to happen,

  • but I want to try.

  • - [Interviewer] Okay, so a team of people are going

  • to rebrand you like a business.

  • - Right.

  • - [Interviewer] And in the end, a focus group is gonna

  • let us know what they think about the new you.

  • - Okay.

  • - [Interviewer] Are you ready?

  • - Yes, I am.

  • - Hi David.

  • - Hi.

  • - Ready to brand yourself?

  • - [David] I am.

  • - All right.

  • - [Chan] We'll guide you through it.

  • - You got a amazing stylist for this new David.

  • - Everybody has a color pallet with their brand,

  • I thought that this color pallet was the best fit for David.

  • - And then a graphic designer,

  • waiting to help kind of build a logo.

  • - I've never really created a logo for somebody,

  • as like an expression of their identity.

  • - And then you've also got a jingle writer.

  • - Have you ever had a song written about you?

  • - No.

  • - So we're going to do some writing with you,

  • together we're going to kind of give you your

  • mission statement, you know what you're all about.

  • - Um, what is a mission statement?

  • - Yeah, so basically it is a brief statement that

  • encompasses your goals and like what you want out of life.

  • (laughter)

  • - Are you skeptical of all this?

  • - Well, I've been who I am for a very long time.

  • - So, we've gotta find where you're going.

  • - What kind of personality do you want your brand to have?

  • - I'd like to be a little bit more outgoing.

  • I'm not an out-front type of person,

  • that's why this is a little unusual to have

  • this many people all staring at me at the same time.

  • - [Interviewer David, were you hoping to find

  • a partner in the future?

  • - Yes, I've been looking for the last seven years,

  • since I came out.

  • I joined the church when I was twenty-six,

  • they said that they could pray away the gay,

  • so I moved to Utah,

  • and my room overlooked the pool,

  • so I was tempted 24/7.

  • - Those swimming Mormon boys.

  • - Yes, exactly. Yes and their nice Speedos.

  • - I think your mission is starting to come together.

  • - Wild frontier.

  • - King of the Wild Frontier.

  • - You wanna explore the wild frontier?

  • - Yeah, I like that.

  • Exploring the Wild Frontier.

  • - Exploring the Wild Frontier.

  • - Yep.

  • - I have this fits more like formal wear.

  • Blazer, a nice dress shirt. - Oh, nice, yeah.

  • - Yeah, right?

  • - This is a little bit flashier than I'm used to.

  • - [Interviewer] Do you think that captures your vision

  • of "Exploring the Wild Frontier"?

  • - Oh, definitely.

  • - Is that a sex thing?

  • - Ah, yeah. I like to be attractive.

  • - Ooh, okay!

  • (laughter)

  • - [Interviewer] If he wants, he can change right here.

  • - Do you wanna- - No!

  • (laughter)

  • - What do you want your tagline to say to the world?

  • You're so unassuming, but yet you have so much within you,

  • is there something like, un-assume everything or...

  • That's a no, I'll take that as a no.

  • - Tell us about yourself, like what kind of values you hold.

  • - Hardworking, service to others,

  • I work with a pride foundation,

  • it's helping people get what they need.

  • - What about Grounded by Good?

  • - Yes.

  • - Does that feel like who you are?

  • - Yeah.

  • - Let's make that your tagline.

  • - Okay.

  • - Hi, I'm Koji.

  • - Nice to meet you.

  • - Yeah, I'm a little hungover, not gonna lie.

  • (laughter)

  • I've done a little bit of work,

  • developing a brand identity.

  • I'm also gonna be building a website.

  • So, I started to poke around a little bit in

  • the Wix Interface.

  • So, if you were to think of some symbols

  • or some sort of visual elements,

  • does anything come to mind?

  • - Um, bunnies.

  • - [Interviewer] David, is that because you wanna

  • have a lot of sex?

  • - Wow! We're getting awful personal, here.

  • (laughter)

  • - Well, you do know that rabbits sometimes do symbolize-

  • - Oh, I, yeah yeah. Yes I know. Yup.

  • - [Koji] It also does symbolize rebirth

  • and resurrection as well.

  • Seemed like an apt fit for that.

  • - Mm-hmm.

  • - So what was the tagline you kind of work-shopped?

  • - [David] Grounded by Good.

  • - [Koji] Grounded by Good.

  • What would you use your website for?

  • - I could use it for Grindr.

  • (laughter)

  • - [Koji] Yeah, maybe we should put that in there.

  • Put a clickable link to your Grindr page.

  • - [David] There we go, yeah.

  • (laughter)

  • (chipper tune)

  • - Hi, I'm David.

  • - Hey, Matt. Great to meet you.

  • - So when you look at me what do you see?

  • (soulful melody)

  • (chuckles)

  • - So, yeah, now I'd love it

  • if you have some movement in mind

  • I'll try to go score them, - Okay

  • - A la David

  • You're asking the wrong person to do this.

  • (laughter)

  • (uptempo keyboard)

  • This is a great experience for me

  • Because we're talking about getting out there

  • And for me to spend this much time

  • Talking about myself is

  • Incredible

  • And so when this goes online

  • And people are looking at this

  • Understand this is who I am, really

  • ♪ I'm not the shy guy who wants to be in the background

  • This is who I want to be

  • ♪ I want to be in front

  • But

  • That's where I am

  • (laughter)

  • What more could I ask for?

  • For some nice, cute guy to write me music.

  • How much more romantic can you get?

  • - Yeah, anytime.

  • - So I need his name and his phone number

  • and his email address.

  • (uproarious laughter)

  • - [Interviewer] How do you think our focus group

  • is going to react to this new you?

  • - Not a clue

  • - [Interviewer] Are you nervous for people to judge you?

  • - Oh my God, yes.

  • - Good luck David. - Good luck David.

  • - [Interviewer] Hello focus group.

  • I'm gonna bring out an individual.

  • His name is David.

  • He has been rebranded.