In two previous posts in this three-part series I discussed Identity and Imagery. In this post I will explore bringing those elements of visual branding together in a cohesive, integrated campaign strategy.
In my previous post I explored Identity elements including logo, color and fonts. In this post the focus will be on imagery including, photography, video and iconography as strategic builders of the brand story.
When it comes to discussing branding, there is a lack of consistency in terminology making it important to define one’s terms in order to have meaningful communication. In this series I’m going to split visual branding into three parts – identity, imagery and marketing/advertising.
Technological change has always rewritten the rules whether we’re talking about warfare, industry or how we live our daily lives. Technology has taken us to a place in which an increasing percentage of our daily experience is in the virtual realm. The result of people being more wired is that there is no longer meaningful […]
In my previous post I discussed brand building strategies at the point of sale for retail businesses. In this post I’d like to expand upon a few passing references to online strategies. There are many opportunities to provide a differentiated brand experience on the the web, but there may be trade-offs to evaluate and understand […]
The creative process is a strange animal indeed. After spending most of my adult life involved in creative services I can’t claim to understand how we access our creativity in a reliable and repeatable way. Even after so many successful instances, the blank page of a new project provides a combination of excitement about the […]
I began my career in advertising as a photographer in the pre-digital age. During shoots at my studio it was not unusual for the agency creative team to spend the long periods when they weren’t needed on set brainstorming campaign or ad concepts. Most typically this would be an art director/designer and a copywriter kicking […]