I spent an awful lot of time searching for an appropriate name for this business. Possibly too long. But it’s so important. Everything hangs around the name. I needed something that delivered on a number of levels: short; .com domain available (yes there are alternatives but why would you?); delivering a feeling of gravitas and [...]
Putting together a good marketing strategy is concerned with compiling a positive story about a product or service. The narrative has to be consistent across several different communication channels. And the intended audience will only truly engage with it if what comes out is a proper narrative. To paraphrase a nice definition of journalism I [...]
A rethink came back but the design was still too locked into a simple grid. For me, it lacked dynamism as a result. We cut back the number of words but it was still looking thin. We knew we could strengthen the message with some judicious stock image selection. Sadly there was no time to [...]
EnJoy reaDing SenTences like this? It was so easy when grammatical rules were respected and obeyed at the risk of a slap on the hand. These days you get uncapitalised company names and others with a capital in the middle. And they all spend so much money on their silly brand identities that some get [...]
We’re nearly there. I asked our designer to focus on the four things I liked about her original logo proposal. The dark blue worked better on the left as it sent the viewer’s eye to the name on the right. This is basic composition theory. The eye scans any picture or graphic and follows things. [...]
It’s a given in this game that what you ask for delivers unexpected results. I got a bunch of logo device variations from my designer and at first my eye was drawn to the image that created the most 3D vivid illusion. But when I sat with them for the day, occasionally switching to them [...]
Our designer came back with a bunch of rough concepts; more than I’d anticipated. Your first gut feeling is important with this stage, but it’s really crucial to live with the designs for a couple of days, reviewing them every few hours as they sink in. What surprised me with our design is that the [...]
We chose our designer from our pool of talent, based partly on who was available and partly on who we knew could work best on our brief. Nothing was mentioned to her until I’d done the preparatory work I mentioned in steps one and two. It’s important not to cramp your graphic designer’s style but [...]
First of all I thought carefully about what my company intends to do. On the one hand this could be seen as an ungainly mixture of IT and advertising operating in the health sector. From another perspective it is a beautifully integrated service proposition capturing the zeitgeist. What links our two core service elements (IT [...]
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