All posts in: Concepts and Ideas

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Anatomy of A (Successful) Creative Brief

We all know the optimistic feeling of winning a new client. The possibilities for the project are vast (at least as far as the budget will stretch) and the possibilities for creative are endless. With all the excitement, it’s far too easy to jump into a project, rushing with ideas and innovative approaches – both on the part of the client and the creatives. As the course of the project moves forward, inevitably, clients make changes, designers take liberties and as a result – the true message of the campaign can get lost in translation. This possibility for a communication breakdown can result in costly edits, time spent in development and meetings – or even worse, a stalled project. To combat the possibility of ill communication, a team must employ a few critical tools to aid in optimal workflow. Enter the creative brief – a document that could be described as the core of successful creative…

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1 year, 9 months ago
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Ideas First, Innovation Second

With a nearly constant stream of updates, optimization strategies and new technologies coming to market on a daily basis in the grand pursuit of disruption, the result can be somewhat uninspiring – stemming from lackluster and underdeveloped ideas. If the goal is innovation, then we could be waiting around for awhile. True innovation is lighting in a bottle and it won’t always strike when the time and conditions are right. To increase the possibility of disruption and innovation, ideas must flow freely and swiftly to even stand a chance of becoming a reality. It’s one thing to have a wealth of good ideas, it’s quite another to make them become a reality and on the road to becoming something useful, even life changing. A few aspects can aid in ensuring great ideas become disruptors. Speed It’s true, timing is everything. Time to market with a good idea is possibly the most…

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1 year, 9 months ago
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Simplify Design to Amplify Clarity

From design to content strategy, with specific attention to the web, minimalism has taken precedence. The right techniques can improve the legibility of design, create perception of expertise and foster true connection. The big question emerges: how can designers go about distilling down the essence of complexity to an elegant and powerful design without veering too far off course and peeling away valuable layers of information? We can all recognize that the current and longtime climate of complexity is building by the day. Complexity has become a large part of our lives and as a result, resources are at a minimum. A clear driver for a simplicity approach is to serve the user. Simplify (the message) Solve (a problem) Save (user resources: time, money) Taking steps to achieve minimalism will not only allow greater cognition for the user, but fast track the ultimate goal of conversion. Pare Down It’s inevitable that aspects must be removed or edited. There are only…

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1 year, 10 months ago
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Elevating Projects Through the Creative Brief

Kicking off a campaign, launch or site design is the undoubtedly one of the most optimistic points of a creative project’s lifecycle. There is a deep sense of possibility and excitement, along with a fresh new client relationship. Pencils are sharpened and it’s almost like the first day of school. It’s easy to jump into a project, rushing with ideas and innovative approaches. At a project’s inception, everyone from the client to the designers seem to agree upon a process to move forward and before you know it, the team is off and running – sometimes in different directions. As the course of the project moves forward, inevitably, clients make changes, designers take liberties and as a result – the true message of the campaign can get lost in translation. This possibility for a communication breakdown can result in costly edits, time spent in development and meetings – or even worse, a…

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1 year, 10 months ago
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Creating Addictive Content

It’s one thing to create content to promote your business, but how do you create something that people get addicted to and look for to on a regular basis? Getting the answer to this question can actually be what determines if your marketing strategy succeeds or not. Once you get your followers hooked to what you create, you’ll eventually build fans that will share, promote, and buy your products and services. This will naturally build your brand and help you build a strong position in the marketplace. First and foremost, everything you create needs to be easy to read and consume. So if you’re writing an article, you want a clear headline that draws the reader in. The headline should be engaging and provoke curiosity to get the reader to commit. You want the article to a certain flow and cohesiveness. To accomplish this, you should organize your article better,…

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1 year, 11 months ago
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The New Age of Packaging Sustainability

With Earth Day (April 22nd) and Arbor Day (April 24) placing a spotlight on sustainability this week, statements on the ecological aspects and efforts of business across industries abound. Despite the fact that sustainability should ideally be on the agenda for every company and brand everyday, the yearly spotlight can act as a needed catalyst for change. Taking into consideration a growing population and a middle class rise, the increase of consumerism and the prevalence of ecommerce will see no decrease. As many of these consumers are eco-conscious to a certain extent, and following some semblance of sustainability practices – packaging is, and will continue to be a necessary component of the consumer equation. With the growing market, looking at packaging as a commodity – a necessary part of the product life-cycle opens up the conversation to ecological responsibility. Most companies and organizations reaching a level of public recognition and/or…

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1 year, 11 months ago
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6 Tips for Writing for the Web

At times, it may be difficult to write for the web, especially when consistent social media interaction and collaboration is required. Writing under pressure can be the driving factor for many content strategists; others, however, may find themselves crushed with writing anxiety. The dreaded “writer’s block.” 
 Not only must you create original copy, but it must be pertinent, valuable, and relevant to your target audience. The purpose of your content should be developing a voice for your brand, as well as being approachable to your users resulting in increased engagement and client retention/loyalty. Below are some quick, easy tips you can incorporate into your business writing to improve your copy. 1. Just Write Often, we are plagued with needing to come up with the perfect phrasing, obsessing over every word and detail. That’s fine – after you’re finished getting all of your ideas down and elaborated on. Sit down…

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2 years, 11 days ago
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A Culture of Collaboration

In branding and marketing strategy – as with many other industries – collaborative efforts typically have far better results than projects handled by only one person. Though collaboration has turned into a service based cultural buzzword seen all over the place (a little like innovation), its an elusive achievement that many don’t fully understand. When most companies need branding work, the first thing they think about is finding the right designer for the job. A great designer is definitely capable of creating a solid design but cannot do all the heavy lifting with regard to strategy and planning. Creating an award winning design or campaign is a team effort. There are many parts of developing a brand that most people aren’t aware of, especially if the goal is to create an outstanding final product. This is where the benefit of working with a creative agency comes in. #1: Be Agile The agency or team…

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2 years, 1 month ago
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The Pursuit of Innovation: Breakthrough vs. Incremental

Every aspect of a business, brand or organization can be optimized through innovation – customer relationships, process, human resources – all in pursuit of a meaningful experience. What’s more is that this application opens up the culture of innovation to all, not solely the ‘creatives’. With an incredibly competitive market and a demanding customer base, creative agencies require an innovation culture to stay relevant. Many employ one of two types of innovation, even without knowing it. More often, unaware of it’s process, a company innovates through an incremental process. Incremental innovation is considerably the more conservative method and exists on small, gradual improvements to a product or service. This may not even be seen as innovation during implementation, but in retrospecting a product’s synthesis over time, one can obviously see the benefit and upgrades to it’s user – thus solving their problems through innovation. Incremental innovation responds to it’s users needs, making their lives better, becoming more useful and earning…

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2 years, 1 month ago
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Hi There, Meet Photography.

Photographers are in high demand now in every industry, as companies search for the best possible images to represent their brand and what it stands for. Whether its product photography, packaging and marketing, wedding photography, urban landscapes…the list goes on. But how many of us have stopped and really thought about how this amazing technology originated? Photography (color photography, specifically) had only been explored in the 1840s, with extremely long exposures as photographers struggled to figure out how to prevent color from fading as it was exposed to white light. The early photographic materials were mostly sensitive to blue and only minimally sensitive to green and red – when photochemist Hermann Vogel introduced dye sensitization in 1873, the influx of color flowed in. Commercial use was on the horizon. 

Enter digital photography in 1981, as Sony reveals the first camera that eliminated film needs (the long process that is still…

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2 years, 1 month ago