Insights

Visual Systems: Controlling what was once left to chance

Is your brand expressed consistently across all media? Or do your communications present a confusing array of visual styles? A prescription for this all-too-common malady is a carefully designed visual system — that clarifies logo use, layout, typography, color, imagery, and other defining characteristics of your brand.

Read More

Typography: Often invisible, always essential

How do you know when typography is doing its job? When it allows you to focus on the message, rather than the presentation of that message. Skillful typography doesn’t call attention to itself or get in the way. It enhances legibility and showcases content. When reading is not ideal, typography may be the culprit.

Read More

Idea Generation: 7 Surefire Strategies

Stuck? Fresh out of ideas and facing a deadline? Feeling pressure to perform? Whatever your challenge, these seven strategies can help you generate creative ideas quickly and painlessly.

Read More

Print Promotions with Pizazz

Who says every print promotion has to be 8 1/2 x 11? (Yawn.) Who says it has to be paper? Who says it even has to look like a promotion? If you’re trying to capture the attention of customers and prospects, you need to create some hubbub.

Read More

Clichés: Visual and Verbal. No! Stop! Don’t!

Win-Win. Think outside the box. Best in class. 24/7. Personal bandwidth…. Each of these phrases began as an original, even startling concept. But over time — and through overuse — they’ve become clichés. Invest genuine thought in your words and visuals, creating marketing messages that convey exactly what you mean to say.

Read More

Creativity: Leave your competitiors in the dull

Approaching your audience with creativity will always deliver more effective results — no matter how large, small, serious, or clever your business objective. With indistinguishable offerings saturating many industries, creativity might even be your most important asset. That’s why it’s worth examining these six fundamentals of the creative process.

Read More

Annual Reports: 7 Success Factors

Does your annual report exude confidence? Build credibility? Engage shareholders, analysts, employees? Tell your story with skill and style? The annual report is one of the most important communication tools you will produce this year. Its design represents and embodies top management. Yet many organizations overlook its power to shape opinion. Here are seven tips to ensure success.

Read More

Corporate Magazines: 9 Fundamentals

A corporate magazine speaks with an independent, journalistic voice that’s interesting to your customers — and favorable to your company. If done right, your magazine will gain a strong readership and demonstrate that your company is committed to sharing information, rather than just selling. Here are nine fundamentals for creating a successful corporate magazine.

Read More

Your Marketing Campaign: What’s the big idea?

You’re rolling out a marketing campaign. Launching a product. Revitalizing your brand. What’s the big idea? Not to sound flippant, but you need one. If the answer requires you to think too hard or explain too much, the idea probably isn’t there.You can fix that.

Read More

Brand Identity: When should you refresh?

A light bulb. Clothes. The TV channel. Some things are easy to change, and it’s obvious when they need changing (at least we hope so). Brands, on the other hand, do not fall into this category. When do you change your brand identity, and how much do you change it? Should it be subtly refreshed or totally redesigned?

Read More