All posts in: Concepts and Ideas

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Game Changer: Finding A Brand’s Differentiator

As popular as it may be the old saying ‘ if you can’t beat them, join them’ is the exact opposite of what a brand should do to compete in the market place. Many companies can simply exist for a time employing this mantra, but eventually, the model will fail with too many players offering the same service. If there is one constant, its that the competition will never let up – there will always be an upcoming launch, a new product or a lower price. In this constant and yet, even increasing competitive marketplace, a brand’s point of view must be distilled to its clearest message possible. The stand out aspect – the differentiator – is what will attract notice, garner attention and lead to conversion opportunities. Though it may seem obvious enough for some, finding a company’s differentiating factor can be a difficult task. Here are a few ways to ensure that a…

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2 years, 10 months ago
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Point and Click: When to Hire a Professional Photographer

It may seem that equipped with the wealth of technological tools at our fingertips today, that everyone can become a photographer – this couldn’t be further from the truth. It’s widely known that brand photography and corporate portraits are best taken by a studio photographer. More surprisingly, with a constant increase in photo sharing platforms such as Instagram – many brands (and even individuals) are looking to professional photographers to capture the ideal lifestyle snaps. While it may not take a lifetime to hone the skill, taking and applying the right images to a brand requires a balance of aesthetic and technique to get right. The application of the appropriate image on a web page or in print will capture the users attention, educate and inform, and may even persuade a user to engage further. Whats more is to apply the right tone to the platform whether website, social media,…

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3 years, 13 days ago
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Exploring Collaborative Design Methods: Parallel, Iterative & Agile

More often than not, the means to completing a project with the ideal outcome consists of working with a team. Collaborating with creatives can help the process along and help ease ‘stuck spots’ that are bound to arise. Building a team with a variance of individual talents will not only assist in the initial idea creation process, but will allow for specific stakeholders to be accountable for the areas of the work that they most align with. There are many project management routes to take when working collaboratively, but the format should ideally frame around a specific co-working methodology. Many new implementations have arisen as collaboration becomes more and more prevalent in both small scale and enterprise companies. Trying out each style or cherry picking from each method to form a new working style is advised to fit the project it will develop with. Parallel Design One of the techniques commonly used among…

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3 years, 1 month ago
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For Better SEO, Look to Your Content

SEO is an integral component of digital marketing that accounts for a substantial portion of many companies (both enterprise and startup) revenues. Still, many are going about their approach with a ‘business as usual’ implementation – plugging in keywords and playing to what the auto generated engines will pick up. It’s not just about keywords anymore. To be truly optimized, content must be crafted with both the user and SEO in mind, and with an increased focus on quality and experience, content must be the driver. While this creates a better user experience, it can be a challenge to implement best practices when creating content for searchability. Understanding user needs is the frontline, while writing optimized content for organic searchability is paramount. Experienced search engine optimization experts and content developers, understand the underlying factors as to why writing unique and relevant content for websites it is important to ensure the long…

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3 years, 2 months ago
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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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3 years, 3 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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3 years, 3 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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3 years, 4 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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3 years, 4 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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3 years, 4 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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3 years, 5 months ago