Building Brand Awareness through Advertising

I have always appreciated advertising copy-writers. When great copy and visuals work together I believe it communicates the brand more effectively and holistically.

I also must admit that one of my favorite TV shows back in the late 80’s through the early 90’s was called “thirtysomething”. The show was about the daily stresses and interactions that take place in an advertising agency. My favorite episode was the very last when Michael (the agency’s creative director), questions the value and purpose of advertising to society. Well, regardless of the value to humanity, I still think it is cool when well crafted words and creative visuals come together to tell a story, promote an event, or sell a product.

These following ads just so happen to have social value. We created them for a new photography museum located in Los Angeles opening this spring. The museum is called the Annenberg Space for Photography and is dedicated to exhibiting both traditional and digital photography with an emphasis on celebrating the human condition through the eye of the photographer.

Sometimes a Good Brand Takes Time

This is a quick post but I finally have designed a brand identity for my wife. We have been married over 22 years and I must say that this has been the longest “discovery phase” I have ever taken to know enough of the client to design a brand that reflects the brand character well. My wife’s unique qualities include a combination of class, grace, approachability and fun. I have indeed been the primary beneficiary of living with such a wonderful woman for so many years. I knew the design was right when upon seeing it, she simply said, “I like it!”. She never holds back in telling me how she truly feels about design,... or anything. I love her tenacious and beautiful spirit. As George Clooney said, “You fascinate me!”

This identity is for an investment company in West Africa. The concept is based on the Kente cloth patterns used throughout the culture. I love the way the rich, colorful pattern creates the “W” initial. The font used for the name is called “Today”. I love the clean contemporary feel of it. It brings both a current and credible contrast to the symbol. I believe using fonts that endure through time and kerned with extreme care is what truly makes or breaks a design. Poorly chosen and executed typography will both date and determine the level of perception of a logo. It is the classic and foundational element which provides an enduring life to a brand. A designer is wise to invest the time to study and master the use of typography. It will enable he or she to create brands that can live beyond the trends which so often clutter the marketplace and pop culture of design.

Of Globes and Spiders

It has been a while since I have blogged. I have been very busy at work of which I am very thankful for during this time of economic challenge.

The first logo is an identity created for MissionKids, an initiative that helps parents teach their children about the vast social needs around the world. I love the energy in this identity. Especially the splat of the globe. It almost feels like it was flung against the wall and stuck. It reminds me of when my parents would cook pasta and throw the noodles against the refrigerator. If it stuck it meant it was done cooking.

The second, is a logo for PixelSilk, a new content management system that also incorporates search engine optimization. I think the spider’s legs are cool. They look like digital crawlers. Another option for the tagline I developed was “Bite Me”, but I decided “Feed Your SEO” was safer.

I Appreciate Clients With Passion

I have truly enjoyed working with the founders of a new energy bar called Wild Red Energy. These two gentlemen, Scott Warner and Karl Aldinger have reminded me that it takes more than just a good idea to create a product with brand value—it also takes passion from those leading the charge. From the very beginning, I have appreciated how both Scott and Karl have challenged me to create a brand image that would position their new product as the energy bar for those individuals who wish to live life to the fullest—and that I would have fun in the creative process. Thank you Scott and Karl. I wish you success beyond your wildest dreams!

Inspiration from Florence, Italy

My recent trip to Florence, Italy with my wife proved to be incredible. With an Italian family heritage I found it to be much more meaningful on a personal level than I anticipated. Without sounding cliche, I truly had the sense that I had connected with my roots. There were so many special experiences including the country side, the food, the wine, the architecture... I could go on and on. The two most special to me were the people and especially the art. I love the sense of style of the Florentines. Everyone, even the people living on the street wear designer glasses and shoes. Italians in general are known for their sense of design and style. The locals all know of and are very proud of their history. As Americans look to movie and sports celebrities as heroes, the people of Florence look to the masters of the Renaissance. I learned from my two new friends, Francessco and Christiano, that Michelangelo is truly seen as a great hero of Firenzé who not only contributed the greatest art of all history but also in saving the city using bed mattresses as barriers against cannon ball fire. The art of Michelangelo completely moved me. Never in my life have I experienced such beauty, greatness and passion in the creations of an artist. I truly believe he is the master of all ages never to be surpassed. He is the expression of a true Renaissance man mastering sculpture, painting and architecture.

The work following is just a small reflection of the impression the trip had on me. I designed this for my good friends Juri and Kinley Sbandati who hosted the trip. They both are truly wonderful people and I felt inspired to help them in their brand identity. The photography shown in the website pages are shots that I took on our trip. The experience in a sense returned me to my time as a young designer mentoring under a great designer and teacher, Michael Manwaring. Many considered him to be a modern day Renaissance designer. From him I learned beauty in design, attention to detail, passion for perfection, and personal integrity in conducting myself as a professional. The time in Italy reminded me why I love design so. Design is more than just to sell something, at times, it can simply be to express beauty, passion and the heart of an individual.

My trip to Italy has left a deep impression on me.

Branding a City. Sisters, Oregon.

When I was approached to help with branding the city in which I live I was a bit hesitant. The challenge given to me was to create a brand that would provide a unifying theme to represent the City’s various interest groups, along with becoming the catalyst to market the city as a vacation destination.

I began by sending out an extensive brand questionnaire to 75 city residents from various backgrounds and interests. This enabled me to find a common theme that would represent the city’s brand essence. In reading through the questionnaires, I found that many moved to the area to pioneer a new and better way of life. From this came the verbal brand tag line, ‘Pioneering Spirit’. Because of the western architectural theme of the town, my visual solution for the brand was a literal branding iron symbol. The logo positions the ‘S’ for Sisters in the center of an ‘O’, representing Oregon. The assignment also included website design and a year long advertising campaign.

To my delight, the new brand has been well received throughout the community along with providing a clear and focused brand message in which to market this unique and special region within Central Oregon. 

Branding for Non-Profits

I have long felt that branding is especially relevant for non-profit organizations. In Jim Collins’ Good to Great he speaks of the importance of branding in the social sector. He believes an organizations’ key link is their brand reputation, in order that both current and potential supporters believe not only in their mission, but the capacity to deliver on that mission and brand promise.

I have recently been working on a branding project for World Relief. Their vision is to relieve human suffering, poverty and hunger worldwide in the name of Jesus Christ. This new brand, named The World Relief NEXT Project, was created to attract the emerging and ‘next’ generation of people to bring hope to those most vulnerable around the world. These exhibits show the brand look-and-feel in initial design development.

I believe branding and design has enormous power to enhance the thing it represents and lift an organization from appearing ordinary to something extraordinary. Branding especially matters for non-profit organizations, and I believe more than marketing, it is defining and declaring a movement with meaning.

John C. Maxwell Author Brand

It has been ten years since I began working with Thomas Nelson Publishers on the John Maxwell brand. The 21 Irrefutable Laws of Leadership was one of my first book cover design assignments, and I could have never imagined that it would become one of the most significant brands that I would have the opportunity to be a part of. To date, John C. Maxwell’s books have sold over 30 million copies and he is considered the number one authority on leadership and teamwork. I am honored to have help shape the look of his brand and packaging over the years. I am also very grateful to Belinda Bass of Thomas Nelson for entrusting such and important author brand to me.