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In numerous cases, we as marketers ask those we are marketing to become the voice of the company or institution they represent. Their stories give meaning in a deeply personal way. And, in many cases, we ask those that give voice to the story to be photographed to represent their story. Nine times out of ten, these subjects are uncomfortable, wary, and uncertain about their image being used, knowing their likeness will be seen by every visitor that comes to the website. Most people are simply uncomfortable being in front of a camera. So, the challenge for the designer becomes, ‘how do I represent these individuals in the most respectful and truthful manner?’ The environmental portrait The environmental portrait is just as it says — a photo that represents the subject in their natural environment. Whether it is in their work location, personal home, or a location that is representative of the narrative, the choice to shoot an environmental portrait … Continue reading
Posted in: Brand Voice, higher education content marketing agency, insurance company website design
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Much like an ill-fitting or dated suit, companies and institutions with out-dated or poorly executed identities need to be aware of the perception their identity has in the markets they serve. Does your identity still fit your organization and what it does? Does it represent who you are? Is it time for a change, and if so, how can you be sure? The best identities help to synthesize and crystallize a brand to their consumers. From cave paintings dated 40,000 years ago to digital marvels created today, it is clear that humanity has, throughout history, continued to visually create symbols to trigger an emotion, a memory, a response. The definition of identity is listed as a condition or character as to who a person or what a thing is; the qualities, beliefs, that distinguish or identify a person or thing. The importance and power of an identity cannot be understated. While brands speak to the minds and hearts of followers, an identity and its visual … Continue reading
Posted in: Brand Voice, Branding, Identity, Marketing Strategy
You know, the creative business is an odd bird. Anyone who has a creative bent knows what I mean. My uncle was a welder but when he came home, he was welding crazy little metal sculptures, (which later on became crazy big metal sculptures) transferring what he did at work, welding, into art… his art. The tension between mind (his working as a welder) and heart (his desire to create) did exist. At the time, I didn’t really didn’t understand how a welder could be a sculptor, but I do remember his enthusiasm for doing it. For him it fit…being a welder and an artist. An inner drive to create and to make. He resolved the tension within. Pure happiness. Oftentimes throughout my career I have been asked how we, as designers, arrive at the solutions we present. How do we arrive at solutions that speak directly to the mind and hearts of our clients. Much like my Uncle Jim, … Continue reading
Posted in: Design, Inspirations, Storytelling
In looking at the B2B world of marketing, trends are indicating that Millennials are now very much in command of B2B research and decision-making. Who says? [1]Google partnered with Millward Brown Digital and conducted a B2B Path to Purchase Study in 2014. It’s a really interesting study chock full of information that indicates that these Millennials are fast becoming B2B influencers. What the study discovered is that a significant demographic shift has occurred from 2012 to 2014 as shown below: Knowing this, will that change what you are doing to market your products and services? Reading or watching? Watching video. Period. For many B2B researchers, video is preferred for information gathering more than visiting a website. One of the most interesting statistics pulled from the Google/Millward Brown study is that that video has exploded as a medium, let me rephrase that, video has exploded as the medium that B2B researchers prefer throughout their search. … Continue reading
Posted in: b2b marketing
As a creative being I live for discovering inspiration all around me, and many times it’s inspiration that finds me. With fall fast approaching I think about the possibility of a road trip to take in the splendor of color that Pennsylvania has to offer, so I begin. Inspire me Pennsylvania. Step one. Visit the website. Hmmm. The site is short on inspiration and so is my time spent on visitpa.com. Where is the story? Where is the adventure? I know our state is beautiful, so why not celebrate it with the many tools a digital experience has to offer? Mediocre = Forgettable Step two. Lolly gag So now that I am uninspired about the Pa. site, I troll around a bit online until I remember a site I saw a while ago about Maine. I believe it was an interactive newsletter? Hello Maine! What a beautiful experience. I am instantly inspired by the elegant simplicity of the user interface, … Continue reading
Posted in: interactive newsletter