The Lids of Elasticity
Aaron Perlut | Partner

We’re a relatively casual outfit. If we have client meetings, that’s one story, but it does not require a suit and tie to effectively manage a reputation management program, orchestrate a Facebook community or create an infographic. Hence, to hell with formality. As such, a number of our team members dig the lids or hats or whatever terminology you prefer. And when they do, they wear the same hats for like 13 days at a time. Hence — although I do this without the implied nor expressed consent of Elasticity’s Director of Dress Code Enforcement, Rachael Powell, I nonetheless present the Lids of Elasticity.

Chief hat-wearer Denny.


EK is sorta totes adorbs, and she can drive a nail with a hammer like nobody’s business.


Zach just keeps it real. He’s so real.


Nick’s brim is so flat, much like his abs.


Jamie in hipster gear.

Jamie in her hipster garb
Seriously. We wore these hats for an entire winter. For real.


Random children found in alleyway behind office. But they had hats on – so relevant. 

2008 Mardi Gras 042

(Easter Egg) Go Cubs!


Aaron Perlut

A former senior Omnicom (FleishmanHillard) counselor and communications executive for two of the nation’s largest energy companies, Aaron has spent more than 20 years in media and marketing helping a range of organizations — from Fortune 500s to professional sports franchises to economic development authorities to well-funded startups to non-profits — manage reputation and market brands in an evolving media environment.

An early adopter in the social media space, creating online communities and working closely with bloggers before they became accepted in mainstream media, Aaron develops unique marketing communications and reputation management strategies meant to break through the clutter of today’s crowded media environment that straddle both new and traditional media realms and has counseled organizations including H&R Block, Capital One, the St. Louis Regional Chamber, CafePress, the National Football League, aisle411, SunEdison, LockerDome, UPS, Anheuser-Busch InBev, Charter Communications, Papa John’s, and the Karate Kid Haircut Association.

He began his career as a television producer and continues to contribute to media including AdWeek, ForbesSocialMediaToday, VentureBeat, HuffingtonPost, and other outlets.

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