What is your design appetite? Brave, bold, edgy...
Alter your course ever so slightly and you will arrive somewhere entirely different.
A large part of design is imagery. The genre and the subtle, nuanced attitude of the images sets the tone for how the piece will be received, perceived and how the materials, both print and electronic, will be absorbed and remembered. Notice that I said 'absorbed' and not 'read' – people aren't reading all… but they are scanning, and that is your measure of success. When scanned, does your piece convey who you are and what you do, such that the viewer deems you worth more time? A print piece or electronic piece requires:
1. That your proposition is qualified, proven, reasonable [and for us to take on the project, it must be good for people, the planet and profit].
2. The words used must be simple enough [the most difficult kind of writing] to convey meaning without hiding behind complexity and ambiguity.
3. The imagery must support the character and energy of the place.
We can provide you with an imaginative finished piece, streamlined for your specific opportunity. You will achieve success, given that your piece has been distributed to the right people, at the right time.
Who are the right people?
Understand what this piece is intended to generate for each of your different audiences…a grid with audience in the X access and message in the Y access is the best way, almost a guaranteed approach to your organization's success. We can take you through this exercise - don't be surprised if this is an exercise you do, at least mentally, for every subsequent project.
The success of any design project hinges on the visuals. To skew the project for success, I generally ask for a photography budget, unless suitable imagery exists - which it does (completely) 2% of the time.
Life is evolutionary.
Organizations are where they are today--knowing that they need a new approach, a new creative strategy to convey information--because they have moved through the stages of:
3. first flight examples or testimonials
4. establishing the right attitude of the proposition
5. looking forward and planning given baseline measures
Do not expect to find yourself in our past projects. The work we do for you will surprise you.
When I am asked what kind of photographs I would shoot ––usually followed by a request for samples of similar photography--I am at a loss because the images emerge as opportunity and attitude that is present in the moment. When my team of photographers or I are shooting, we are searching, creating and recording as the moment presents. This is where ART meets GRAPHIC DESIGN. This is what we, as a design firm, love.
In one particular example, I decided to share the thumbnail images we used this year in our 2012 DUO.CA Calendar. These images defy narrow casting; some are way outside of the box, even gritty and sometimes they are subtle beyond reason. People seem to like the subtle, reflected images best.
Our imagery will surprise and delight. You might not be completely comfortable with some of the images because they are quite, quite different from your "normal"…these are good discussions around boldness, bravery, projection of ideas and, best of all, the core values of your organization…
I have purposely not used the word 'brand' until now. Brand is how your audience thinks about you and nuanced design with strong and surprising imagery contributes to that brand story--good, bad or indifferent. As a design studio, we only play where we can make a difference; we don't do indifferent. Here are our calendar images--[if you want to receive a DUO.CA calendar, you have to be a client, a supplier, a friend or our family].
If you want to re-imagine how you present your print and electronic media - let's talk. A conversation is always best.