Branding, Logo Design
- Wayfinding and Signage: Creating the right experience
There are a lot of things in life to which we pay scant attention, until they don't work the way they're supposed to. Wayfinding is a case in point. When we go to a library, museum, theatre, campus, retail store, or business, the only time we think about wayfinding is when it's confusing or nonexistent. Effective wayfinding is a well-researched, well-engineered plan that anticipates directional needs, guides visitors, aligns with your building's pathways, and strengthens your brand.
- Packaging: 10 Tips
Does your product packaging capture attention? Have personality? Communicate the attributes of your brand — instantly? Is it recognizably yours? Packaging is your brand rendered in 3-D. This means that, to many customers, the product is the package — and the package is the product. "The physical manifestation of a brand is shockingly important," says Tom Peters.
- Brand Identity: When should you refresh?
A light bulb. Clothes. The TV channel. Some things are easy to change, and it's obvious when they need changing (at least we hope so). Brands, on the other hand, do not fall into this category. When do you change your brand identity, and how much do you change it? Should it be subtly refreshed or totally redesigned?
- Is Your Brand Bland? Time for a checkup
How long has it been since your brand had a checkup? When was the last time you put on your official-issue marketing lab coat and gave your brand a full-scale physical — from top to bottom? If it's been a while, you may be in for a surprise. Symptoms like low energy, loss of interest, and lack of focus may indicate a serious marketing malady. Forgive us for being the bearer of bad news, but your brand may have simply gone bland.
- The Best Brand Ambassadors: Yes, they're your employees
You've conveyed your brand to customers with a smart, creative advertising campaign, prepared a killer multimedia presentation for your industry partners, and given stockholders the lowdown with an artful annual report. Let's see, what's missing? Here's a question: How have you communicated your brand to employees?