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Notes on Marketing, Branding and Design

AI Goes to the Circus

I recently finished a project that I think is worth discussing. Not only was it a fun and playful project to create, but the use of extensive AI imagery was a critical and valuable addition to the success of this project.

A long-term client of mine holds a very high-level fundraiser every year. I have designed the branding for a number of them in the past but this one was a little different. The theme was “A Night at the Circus.” As a designer, it’s my responsibility to create the appropriate visual direction for all different types of projects, and all different types of clients. Honestly, I love the diversity in creating branding that might be modern one day, playful another day, formal the day after that, and maybe a gritty feel it’s appropriate for yet another client. But a circus-themed fundraiser should capture the visual excitement of the big top, and it would certainly be fun to create. My client wanted a feel of a historic circus rather than a more contemporary one. This is where the knowledge, experience, and research of past circus imagery was critical. There is a look to the typography, arrangement of information, the playful drawing of attention to various focal points in a layout, and the style of imagery that was used in the earlier circus environment. Historically, a lot of the promotional paintings done by circuses were created by the people who worked there, not professional illustrators, so there was a roughness and maybe even a primitive quality to the imagery.

AI image creation is fairly new but it’s coming on like wildfire. I started using Mid Journey in early 2023 after being introduced to it by a friend. Thank you Mike.

Let me start by saying that after decades of working with very talented illustrators, individuals who bring their creative brilliance to marketing projects, it breaks my heart for them to see this new competition in their industry. My father and my sister were both amazing illustrators. And although I wish they were both here with us, I think it would have been very difficult for them to witness this evolution of AI image creation. And yet, it is a technology that allows me to do more for my clients.

But as the saying goes “On with the show.” I mentioned to my client “Last year we wouldn’t have been able to approach this project with this amount of imagery and stay within budget.” I generated about 50 usable images (out of roughly 400 attempts or revisions), exploring various circus performers, and requesting a loose painting style. It was both amazing and hysterical to see how a computer “thinks.” And, there was still the occasional awkwardness of hands with six fingers, or acrobats with 3 arms in the images it created. Sometimes, the perfect image came right away. Other times, it was a very time-consuming struggle to type in different prompts and not see the desired results. It was amazing to learn how the simple modification of one word in a prompt string could make a huge difference in the image. And then of course there were times when I just could not get the image that I wanted at all. You would think that something as common as a juggler would be an easy thing for AI to create but no such luck, at least not for me… on that day.

I am learning to think about AI imagery as “custom stock” imagery. It’s amazing and it brings so much more to my work, and therefore, to my clients. I’m not fooling myself. It is quickly moving into the design profession as well. There may be a time when my job too will get eaten by technology. But I don’t think we’re there yet. You can use any number of AI image and design creator sites and ask for a logo, but to be honest they are still pretty bad… or at best, predictable. I think there is tremendous value in having a skilled creative person think about a client, a project, a target audience, the company’s competition, and many other aspects that direct the design thought process.

Many of the images for A Night at the Circus were used as large posters at the event. This required increasing the resolution… and detail, something that for most of my working career has been mostly impossible. But once again AI comes to the rescue. There are tools out now that use artificial intelligence to increase the resolution of images. And even with this, it’s interesting to see how it interprets details and essentially adds more information to an image than was originally there. And still, there is a limit. A low-resolution image of a logo from a website cannot magically be turned into a higher-resolution, accurate version of the logo.

For this project, I created the overall visual brand, an invitation, reply mailing, save the date cards, a program, a table menu, posters, signs, presentation images, a commemorative book, and of course, the imagery, design style, and design elements were delivered to the company that created the event space and interior design for the evening. At one point my client was told “You really upped your game on this one.” It makes me happy to hear that.

Acres of Creativity

In college, I was a split graphic, design, and sculpture major so I have always had an affinity towards the experiences that sculpture provides. You may be familiar with The Grounds For Sculpture near Trenton, New Jersey. It’s roughly 50 acres of a wide variety of sculptures. For the longest time, I thought of it as my own personal Mecca, a place that I had to travel to regularly, and just experience the environment that artists create in three dimensions.

Recently, I traveled a little further north to another inspirational collection of sculptures. Storm King Art Center is about two hours north in New Windsor, NY. There are a lot of similarities to the grounds for sculpture but Storm King Art Center has 500 acres to work with. It was originally an estate from the early 1900s and was then opened as a sculpture Park in 1960. There are times when you can look a mile or more and see a sculpture way off in the distance across a beautiful field. It has massive installations as well as more intimate paths to explore. One of the things that I love about Art is that it is an experience that makes us think. You can like something or dislike something, but any attempt to try to understand one’s opinions is usually filled with different thoughts, and an education, not only about the piece of art but about ourselves as well. I highly recommend Storm King Art Center as a possible day trip (or more) from the Philadelphia area.

Crafting a Brand Identity: The Art and Science of Design

“Everything is moving so fast.” You’ve heard it said a thousand times. With the speed of today’s world, first impressions matter more than ever. With countless brands vying for attention, a strong visual identity is crucial to stand out and make a lasting impression. Enter graphic design – the unsung hero of brand creation. It’s the art and science that transforms a brand into a visual language, creating a connection between a business and its audience. In this article, we’ll explore the importance of professional and experienced graphic design in crafting a brand that resonates.

The Art of Storytelling

Every brand has a story to tell. It’s the narrative that defines who they are, what they do, and why they matter. Graphic design is the visual storyteller that brings this narrative to life. From logos and color palettes to typography and imagery, each element is carefully chosen to communicate the brand’s personality and values. A skilled graphic designer knows how to weave these elements together to create a cohesive and compelling story that speaks directly to the target audience.

The Science of Perception

Graphic design is not just about making things look pretty; it’s about creating visual cues that influence perception and behavior. Colors, for example, can evoke emotions and trigger psychological responses. Fonts can convey tone and personality. Shapes and layouts can guide the eye and create a sense of hierarchy. A professional graphic designer understands the science behind these elements and knows how to use them to create a desired impact.

The Power of Consistency

Consistency is key to building a strong brand identity. It’s what makes a brand recognizable and memorable. Whether it’s a business card, website, or social media post, every touchpoint should reflect the same visual language. This consistency reinforces the brand’s message and builds trust with the audience. An experienced graphic designer knows how to maintain this consistency across all platforms, ensuring a cohesive and unified brand experience.

The Impact of First Impressions

In the world of branding, you only have a few seconds to make a good first impression. A well-designed logo, for example, can communicate professionalism, credibility, and trustworthiness in an instant. On the other hand, a poorly designed logo can do just the opposite. Professional marketers understand the importance of first impressions and know how to create designs that grab attention and leave a lasting impression.

Professional and experienced graphic design is essential for crafting a brand that stands out and connects with its audience. It’s the art of storytelling, the science of perception, the power of consistency, and the impact of first impressions. So, if you’re looking to build a brand that resonates, invest in a graphic designer who knows the ropes. After all, your brand is the face of your business, it should look its best… and work hard for you.

 The environment for communicating always changes. Communication has to adjust as well.

When you are ready we’d be happy to help with your communication, design, and marketing needs.

Stay well. Stay safe.

Notes on Marketing, Branding and Design

The Power of “Why” Part 2

When design and marketing firms work with their clients, the word “why” can be a game-changer. It’s more than just a question; it’s a mindset, a philosophy, and a powerful tool that can lead to innovative and impactful solutions. So, why do some shy away from asking “why”? Usually, it’s because they are more interested in getting a “quick yes” to a client’s request than learning about (and solving) the larger and more critical needs. But let’s dive into the playful world of “why” and discover its magical potential.

The Curiosity Factor

Children are known for their incessant questioning, and “why” is their go-to word. It’s born out of curiosity, the desire to understand the world around them. In the realm of creative services, curiosity is an essential trait. It’s what drives us to explore new possibilities, challenge the status quo, and think outside the box. Asking “why” is the first step in unleashing this creative curiosity.

The Root Cause Analysis

“Because we’ve always done it this way” is a phrase that can send shivers down the spine of any creative professional. But, armed with the power of “why,” we can dig deeper and uncover the root cause of a problem. “Why” helps us to understand the motivations, goals, and challenges of a company. It enables us to tailor our solutions to their specific needs and create a more meaningful impact.

The Innovation Catalyst

Innovation thrives on questioning assumptions and pushing boundaries. When we ask “why,” we challenge the conventional wisdom and open the door to new possibilities. It’s the catalyst that sparks creative thinking and leads to innovative solutions. “Why” encourages us to think differently, experiment, and explore new avenues of creativity.

The Storytelling Tool

Every company has a story to tell, and “why” is the key to unlocking that story. It helps us to understand the company’s values, mission, and vision. By asking “why,” we can create a narrative that resonates with the audience and builds a strong emotional connection. It’s the storytelling tool that transforms a brand into a powerful and memorable experience.

In conclusion, the word “why” is a powerful tool that should be embraced in the world of creative services. It’s the key to unlocking curiosity, uncovering root causes, sparking innovation, and telling compelling stories. So, the next time you’re working with a creative firm, don’t be surprised if you hear the word “why.” Embrace it, celebrate it, and watch the magic unfold. Because, after all, “why” not?

Creative Risk Tolerance: Striking the Balance for Innovative Brands

In the world of branding, innovation is often synonymous with creativity. However, not all audiences or companies have the same level of comfort with creative options. Some embrace bold and unconventional ideas, while others prefer more familiar and conventional choices. Striking the right balance between creativity and comfort is crucial for innovative brands. Let’s explore how different levels of comfort with creative options can impact a brand’s innovative potential.

The Risk Takers

At one end of the spectrum, you have the risk-takers – individuals who are drawn to bold and groundbreaking ideas. They’re the early adopters, the trendsetters, and the ones who are always on the lookout for the next big thing. For these consumers, innovation is synonymous with excitement and novelty. Brands that cater to this audience need to push the boundaries of creativity, experiment with unconventional concepts, and stay ahead of the curve.

The Traditionalists

On the opposite end, you have the traditionalists – individuals who prefer familiar and predictable options. They’re the ones who value stability, consistency, and reliability. For these consumers, innovation doesn’t necessarily mean reinventing the wheel. Instead, it’s about refining and improving existing products and services. Brands that cater to this audience need to focus on gradual improvements, subtle changes, and maintaining a consistent brand identity.

The Moderate

In between the risk-takers and the traditionalists, you have the moderates – individuals who appreciate a balance between creativity and familiarity. They’re open to new ideas, but they also value tried-and-tested solutions. For these consumers, innovation is about finding the sweet spot between excitement and comfort. Brands that cater to this audience need to strike the right balance between creative experimentation and established brand values.

The Importance of Knowing Your Audience… and Yourself

Understanding one’s level of comfort with new and creative thinking is crucial for innovative brands. It helps you tailor your messaging, products, and services to meet both your own and your audience’s specific needs and preferences. A one-size-fits-all approach rarely works when it comes to innovation. Instead, it’s about understanding your company and your target audience and finding the right balance between creativity and comfort.

The different levels of comfort with creative options among audiences and businesses play a significant role in how they perceive and interact with innovative branding. By understanding an audience and company’s preferences and striking the right balance between creativity and comfort, AXIS visual creates work that resonates, engages, and stands out in a crowded market. After all, innovation is not just about being different; it’s about being relevant and meaningful to your audience.

Are You Managing Your Brand… Or Is It Managing You?

A brand is how you (or your company) are perceived by most of the public. It’s their thoughts on the quality of your product, their opinions about how much you care about your customers, their general beliefs about your company being innovative, a good value, trustworthy… or possibly less positive opinions. Companies, whether they work at it or not all have a brand. This public opinion is based not only on every way they communicate with current or potential customers, it is also a function of the quality and value of their product or service and the experience of their customers when interacting with their company.

“Brand(ing)” on the other hand is…

What Do You Want To Accomplish Today?

Our work can do a lot for a business. Take a look.

Other Side of the Camera

I tend to be much more comfortable behind the camera than in front of it. But occasionally, like anyone selling anything, I need to step in front of the camera. This is a recent video that I did to introduce myself and my company.

 The environment for communicating always changes. Communication has to adjust as well.

When you are ready we’d be happy to help with your communication, design, and marketing needs.

Stay well. Stay safe.

Notes on Marketing, Branding and Design

What Makes a Logo “Good”

Before I get too deep into this, we have a splash page on logos titled “A “Forgettable” Logo is the First Sin in Marketing Your Business.” – https://axisvisual.com/great-logos/

A logo is a very personal item, like your signature or your favorite sweatshirt. Working with a firm to design your logo is like working with someone to design your house. There are things you like, dislike, want to see, colors you like, etc. But what is the purpose of a logo? Yes, it is something that YOU need to “live in,” or live with, but it is also, and this is of equal or greater importance, something that your client base needs to be able to “live in.” Ultimately, a logo has to function as a symbol for a company or product. One that is a quick identifier and that is used to build positive recognition for the company or product. But what makes one “good.” Simply put, here are some thoughts…

1) A good logo is not confusing. It doesn’t suffer from an attempt to include everything about the company (a brochure or web site will do that).

2) It delivers the “feel” or personality of the company (conservative, playful, technological, rebellious). It doesn’t deliver a message (direct or subliminal) that contradicts the company philosophy. In other words, if you are selling heart medication, a logo that looks like it is from an MTV spot is probably NOT a “good” logo, and visa versa.

3) It is a strong and distinctive mark that can be recognized easily.

4) It has a quality or element that can be used to reinforce the marketing focus. This works to remind the viewer of the marketing message while increasing the visual equity of the logo itself.

5) Finally, is it likable? So yes, it is your house… but if you don’t put some thought into how your customers think (Actually, we do that for you) , you just might not have too much company.

Why do logos exist

Historically, businesses would have symbols on their signs, indicating what they did for their community. A silversmiths, a Cooper, a blacksmith, a candle maker and others all might have signs that graphically indicated their profession. At the time, these were largely intended to inform those that could not read. These signs might be considered the early seeds for the creation of logos.

Over the years, and with the majority of people being able to read at this point, logo styles have gone through many evolutions. There was a point when they were created as more complex illustrations than symbols. There was a point in the 80s when logos were so simple that they almost lost any sense of individuality or human connection.

One of my favorite examples of a logo through history is the Prudential logo. For more than 145 years they have used the Rock of Gibraltar image put the style and look of their logo has changed radically over the years. Note that the 1984 version was very sterile and cold. They didn’t keep that version of the logo for long.

Logos exist to serve as a visual representation of a company or organization. It is a unique symbol, design, or emblem that is used to identify and differentiate a brand from its competitors. Logos can be in the form of images, typography, or a combination of both, and they are often created to be easily recognizable and memorable.

A well-designed logo can help a company to establish its brand identity, build brand recognition, and foster a sense of trust and credibility with its customers. Logos can also serve as a tool for marketing and advertising, as they can be used on various products, advertisements, and promotional materials.

In short, logos exist to visually communicate the identity of a company or product, and to help it establish and reinforce a strong and memorable brand presence. A logo can create the initial “First impression” that someone might have about a company. If the design of the logo and the subsequent branding is done well, you can set the stage for a strong promotional message.

A Good logo does…

A good logo can have significant value for a company or brand. Here are a few reasons why:
1. Brand recognition: A well-designed logo can help a brand to stand out and be easily recognizable among its competitors. It can serve as a visual representation of the brand’s values, personality, and message.
2. Brand loyalty: A strong logo can help to create a sense of trust and familiarity with customers, which can lead to increased loyalty and repeat business.
3. Professionalism: A professional-looking logo can help to convey a sense of credibility and expertise to potential customers.
4. Marketing and advertising: A well-designed logo can be used effectively in various marketing and advertising materials, such as business cards, brochures, and social media posts.
5. Differentiation: A good logo can help a brand to differentiate itself from its competitors, especially in crowded or highly competitive markets.
Overall, a good logo can be a valuable asset for a brand and contribute to its success in many ways.

And… just by coincidence, we create logos for a wide variety of companies and products. If you would like us to help with your logo, let us know.

“I didn’t Know You Did That”

That’s a phrase that just digs at an entrepreneur’s heart. We all try so hard to be clear with our product offerings and let people know “what we do.” For many years I’ve said that one challenge that many companies have with their marketing is that they are too close to their own products or services.

Companies can assume that their target audience knows as much about their products as they do. This error in thinking results in two problems. 1) Companies start their dialogue with potential customers at too high of a level. They jump right into the details that they think prove their value, forgetting that their audience, who usually does not work in their field, simply does not have the same level of expertise about their product or offering. As the result, their audience gets confused… not quite a benefit when trying to promote a business. 2) The second problem is that there can be an assumption that the target audience knows the complete product or service offering of a company. In most cases, they don’t. It’s heartbreaking to hear someone say “I didn’t know you did that” I just bought that from this other company. There certainly is value in talking high-level, to discuss the philosophy, the quality, and the benefits of working with a particular company. But there are times when a business needs to make it clear as to what exactly they are selling.

So, let me take this opportunity to throw out a list of the things that AXIS Visual designs and creates for our clients.

• Branding and logo design
• Branding systems
• Corporate communications
• Publication design
• Website design and development
• Direct mail
• Printed communications
• Package design
• Trade show materials
• Signage design
• Email and social media design
• Presentation design
• Product or service literature
• Event promotions
• Advertising
• Stationery design
• Current branding evaluation
• Visual communications of almost any kind
• Happy to listen to other requests as well

Branding and Decision Making

There is a strong relationship between aesthetics and decision-making. Aesthetics refers to the study of beauty and visual appeal, design involves the process of creating something that is both functional and visually pleasing. Both aesthetics and design have a significant impact on decision-making because they can influence how we perceive and interact with the world around us.

One of the ways that aesthetics and design affect decision-making is through our emotional responses. When we see something that is aesthetically pleasing, it can evoke positive emotions such as happiness, contentment, or awe. This emotional response can then influence our decision-making by making us more likely to choose or prefer something that is aesthetically pleasing over something that is not. For example, when choosing between two identical products, one with a more aesthetically pleasing design, such as a phone or a car, or even a company or service we are more likely to choose the one that looks better, even if it has a higher price tag. This is because we associate better design with higher quality and better functionality.

Aesthetics and design can also influence our decision-making by making something more memorable. When we encounter something that is visually appealing, we are more likely to remember it. This can be useful for brands and businesses that want to create a lasting impression on their customers. By investing in good design and aesthetics, businesses can create a unique and memorable identity that sets them apart from their competitors. In addition, aesthetics and design can also affect our perception of an object’s usability. When something is well-designed, it is easier to use and navigate. This can make it more appealing to users and can result in increased usage and engagement. This is particularly relevant in the marketing world, where good design can make a website or marketing materials more user-friendly and intuitive.

Finally, aesthetics and design can also affect our perception of an object’s value. When something is well-designed and aesthetically pleasing, we tend to perceive it as more valuable than something that is not. This can influence our decision-making by making us more willing to buy something that we perceive as more valuable. Effective branding can set an expectation of value in a customers mind.

In conclusion, aesthetics and design have a significant impact on decision-making. They can influence our emotional responses, make something more memorable, affect our perception of usability and value, and ultimately impact our choices. Therefore, businesses and brands that invest in good design and aesthetics are more likely to succeed in creating a unique and memorable identity and increasing customer engagement and sales.

What Do You Want To Accomplish Today?

Our work can do a lot for a business. Take a look.

Other Side of the Camera

I tend to be much more comfortable behind the camera than in front of it. But occasionally, like anyone selling anything, I need to step in front of the camera. This is a recent video that I did to introduce myself and my company.

 The environment for communicating always changes. Communication has to adjust as well.

When you are ready we’d be happy to help with your communication, design, and marketing needs.

Stay well. Stay safe.

Notes on Marketing, Branding and Design

AI Writing

Certainly, AI-generated writing will evolve and even now it has some amazing capabilities. But currently, I look at it like painting with the colors directly out of the paint tube. It’s possible to get something adequate or occasionally even good, but I think a better result can be obtained by mixing your own colors at times. AI writing can be a time saver when roughing in an idea. Albeit, with my limited experience, I think it needs to be reviewed and edited to correct what technically might be “less than accurate,” to make the writing feel less mechanical and to add a personal quality to it. Just for fun (and to be a little geeky), below is a “paint out of the tube” version of “The steps in branding” using AI. After that, I included my edited version.

Steps in branding (AI version)

Branding a new product or service can be a complex process, but here are some general steps that can help guide you:

1. Determine your target audience: Identify who your target audience is, what their needs are, and what they value. This information will help you create a brand that speaks directly to your target audience.

2. Define your brand identity: Decide on your brand’s name, logo, color palette, and overall look and feel. These elements should be consistent across all platforms and communication channels.

3. Develop a brand message: Determine what your brand stands for, what makes it unique, and how you want to communicate that message to your target audience.

4. Research your competition: Identify who your main competitors are and what they are doing in terms of branding. This can help you differentiate your brand and identify areas where you can improve.

5. Create a marketing plan: Develop a comprehensive marketing plan that includes strategies for launching your brand, building awareness, and generating sales.

6. Build your brand assets: Create all the necessary brand assets, such as your website, social media profiles, product packaging, and marketing materials.

7. Launch and monitor: Launch your brand and monitor its performance. Collect feedback from customers and make adjustments as needed to improve your brand’s effectiveness.

Overall, the branding process requires a deep understanding of your target audience, competition, and brand identity. It’s essential to invest the time and resources necessary to build a strong brand that resonates with your customers and creates a lasting impression.

Steps in branding (AXIS Edited)

Branding a new product or service is an exciting time, but it can be a complex process. Here are some general steps that can help guide you to success:

1. Define your product or service, what you’re selling, and generally, how you want to be perceived by your target audience. Is your product or service efficient, traditional, innovative, high cost, low cost, technological, earthy, etc? A short list of “descriptors” will help to focus the branding process.

2. Establish your target audience. Identify potential customers, their needs, what they value, their gender, their education, and as much information as you can gather. This information will help you or your creative team craft a more effective brand message.

3. Determine what makes your product or service unique and valuable. This is usually a more specific list of benefits

4. Research your competition. Identify who your main competitors are and what they are doing in terms of branding. This can help you differentiate your brand and identify areas where you can improve.

5. Create a marketing plan. This is a frequently overlooked step but it is important in creating the “blueprint” that the branding will be built on. The plan should include:

1. 1. Executive Summary
   2. Market Analysis
   3. Marketing Strategy
   4. Marketing Budget
   5. Implementation Plan
   6. Evaluation and Control
   7. Contingency Planning

6. Choose an effective name for your business or product. Based on the information from the previous steps a brand’s name can create intrigue an audience and begin to make people think about the benefits of the company or product. If you have already chosen a name double check it against this information.

7. Develop the logo and visual brand for the business or product. It should reflect the qualities of the business or product, as well as being a strong and recognizable visual “signature.” Begin to determine the overall look and feel of your communications. These elements should be fairly consistent across all platforms and communication channels but should allow for variations to support sub-branding needs and/or special events or promotions.

8. Build your brand assets. Based on the previous step, create all the necessary brand assets, such as your website, social media profiles, product packaging, and marketing materials. This will allow you to respond quickly when different marketing needs arise. Remember, every point of contact with your target market is an opportunity to build your brand equity.

9. Launch your brand and monitor its performance. Collect feedback from customers and make adjustments as needed to improve your brand’s effectiveness.

Overall, the branding process requires a deep understanding of your target audience, competition, and brand identity. It’s essential to invest the time and resources necessary to build a strong brand that resonates with your customers and creates a lasting impression.

What Do You Want To Accomplish Today?

Our work can do a lot for a business. Take a look.

… it doesn’t mean we should.

Many years ago a friend of mine, and I decided that we were going to stucco part of an earlier house of mine. We bought the materials. We got the tools that we needed. And we started. A few hours into the project we were slapping trowels of stucco on the wall, 80% of which would fall off. Eventually, we realize that something wasn’t right, or that we simply didn’t have the knowledge or experience to do the job well. As it turned out, the home supply store sold me the wrong material, and we were not experienced enough to recognize this. And to their credit, they offered to come out and complete the project with the right materials. The resulting phrase that my friend and I rested upon is “Just because we think we can, it doesn’t mean we should.”

After going through art school, and after a considerable amount of time and experience in the graphic marketing industry, I’ve learned how and why to do things well and effectively. I’ve learned how to create an effective campaign, how to design a branding system, and how to design a broad range of tactics and styles in order to create the most effective branding for my diverse clients. However, we are at a point in time where there is a belief that anyone can accomplish any task with all the available software, and online services that are out there. The mistake is thinking that knowledge of a tool can replace experience, education, and (in this case) an understanding of why and how effective visual branding works.

There are several reasons why people choose to avoid the “do it yourself” approach when marketing their business or product:

1. Expertise: Creative firms are specialized in marketing and advertising, and they are professionals who are experienced in developing effective marketing strategies and campaigns.
2. Creativity: Creative firms are known for their innovative and unique approaches to marketing, which can help businesses stand out from their competitors.
3. Time and Resources: Hiring a creative firm can save businesses time and resources, as they do not have to spend time and money on developing and executing marketing strategies in-house.
4. Access to Technology: Creative firms have access to the latest marketing technologies, tools, and software, which can help businesses streamline their marketing efforts and achieve better results.
5. Objective Perspective: This may be the greatest reason to choose a creative partner to work with. Creative firms can provide an objective perspective on a business’s marketing efforts, which can be valuable in identifying areas for improvement and developing effective strategies and branding.
6. Better ROI: There may be some initial savings when “doing it yourself” and certainly budgets are budgets. But in the end, you’re not actually paying for the website, or the brochure, or the logo, you’re paying for the result of these tactics. A little saving on the front end does not offset the greater loss from poor or even mediocre branding.

Overall, hiring a creative firm can help businesses achieve their marketing goals more efficiently and effectively than trying to do it themself. Oh, one last applicable phrase that crosses my mind from time to time “Just because I have a scalpel, it doesn’t make me a surgeon.”

A Design Story

Not too far away there is a small town known for its famous bakery, “Sweet Treats”. The owner of the bakery is always looking for new ways to attract customers and increase sales. Not long ago, he decided to hire a graphic designer to create a new logo and packaging design for his bakery.

The graphic designer came up with a playful and colorful design that featured a smiling cupcake with arms and legs (personally, a cupcake with arms and legs gets a little bit cute for my taste. But let’s continue.). The logo and packaging worked beautifully. They were so eye-catching that people passing by the bakery couldn’t resist going inside to see what the bakery had to offer.

The design was so popular that customers started taking pictures of the packaging and sharing them on social media. They even started collecting the boxes and bags, using them for storage and decoration in their homes. The design became a symbol of happiness and joy, and people would often gift Sweet Treats to their friends and loved ones just for the packaging.

The owner of Sweet Treats was thrilled with the response and decided to expand his product line. He worked with the graphic designer to create merchandise such as t-shirts, mugs, and keychains featuring the playful cupcake design. The “merch” sold out quickly, and people would wear their Sweet Treats t-shirts with pride.

The playful design became so popular that other businesses in the town started to incorporate it into their branding (legally, in agreed-upon processes of cobranding, of course). A local toy store used the design on their shopping bags, and a bookstore used it on their bookmarks. The town became known for its love of playful and creative design, and people from all over would come to see the whimsical branding.

(OK, if I were writing a movie script there would have to be some antagonist, some threat to his business. Maybe he would begin to take for granted the design work that has helped his business so much and decide to go to another less experienced company. Maybe he would forget about his visual brand and decide to spend all of his marketing budget on SEO. Maybe he would hire a new marketing director that would be more interested in working on a new and different brand just to be different, rather than keeping what is effective with the current brand and modifying it to keep it fresh. Or maybe new competition would move into the neighborhood and he did not respond quickly enough in his marketing. Fortunately, none of these things happened for our hero.)

In the end, the bakery owner was thrilled with the success of his business and the impact the playful design had on his community. He continued to work with the graphic designer on new products and designs, and the town continued to be a hub for creativity and fun. The playful cupcake design became an iconic symbol of the town, and everyone who saw it couldn’t help but smile.

Other Side of the Camera

I tend to be much more comfortable behind the camera than in front of it. But occasionally, like anyone selling anything, I need to step in front of the camera. This is a recent video that I did to introduce myself and my company.

Just For Fun

Below is a link to some of my fine art work and some of my fathers paintings that can be purchased in different formats and on different items.
(https://fineartamerica.com/profiles/william-milnazik)

For 25 years after his retirement my father painted. After his passing he left more than 300 paintings. I am proud of him as an illustrator and designer, as a painter, and as a father. Below is a link to many of his paintings.
(https://axisvisual.com/robertmilnazik/)

 The environment for communicating always changes. Communication has to adjust as well.

When you are ready we’d be happy to help with your communication, design, and marketing needs.

Stay well. Stay safe.