Graphic design and Color are again transforming the internet marketing space. You may have noticed that white and plain backgrounds have dominated the website and smartphone visual horizon for awhile now. Apple was the first to go in that direction and for good reason. The clean, white, sparse approach differentiated them. Then the tech competition said we want to look …
Final Concept Board
The beauty of the big reveal here is that you’ve watched the final concept develop all through this process. You’ve given input, adding and taking away. The inspiration boards at the previous stage have shown you what’s possible. We’ve given you a platform that allows for levels of decision-maker input. You’ve participated in shaping a solution that you can get …
Let the Fun Begin!
Now the real fun begins! Internally, we determine two different visual directions or themes for your project. Two different designers are responsible for two contrasting paths. At this point, each designer begins exploring typography, inconography, photography and color, pulling together a combination of visuals that will suggest or foreshadow the focus word and messaging. This board is not a layout …
Campaign Development Process: Solutions
Enough questions! You’re looking for answers. These are beginning to evolve in Step III. Our solutions board tells you “here’s what we recommend.” At this stage we identify what your differentiator is—your USP (Unique Selling Position). This is important, because it becomes the focus of your messaging and answers member, donor, and client questions like, “What’s In It For Me?” …
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Brand Position: Promises, Promises
“Promises are like babies: Easy to make, hard to deliver”—unknown “It’s not about pop culture, it’s not about fooling people, and it’s not about convincing people that they want something they don’t. We figure out what we want. And I think we’re pretty good at having the right discipline to think through whether a lot of other people are going …
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Branding Your Organization: How to Stand Out on the Dance Floor
Image via Wikipedia At a recent conference, one of the speakers iterated “Your brand is not your logo!” Many people reacted with surprise. As we start this series, it’s important to appreciate the validity of this statement. Your brand and your logo are separate items. They go to together but they are no more the same than two individuals in …