by Miriam Hara | May 27, 2025 | Advertising, Creative, Design, Marketing
Defining Design Strategy
After over 36 years at the helm of 3H Communications, there are certain truths in our profession that have endured the test of time. Creative concepts aren’t pretty pictures… and design isn’t decoration. When design lacks intention, it will be sure to miss the mark. Every curve, every hue, every seemingly simple design choice happens by the exercise of expertise and free will.
Whether it’s making the bold choice of a deep indigo, the placement of a logo, a typography selection or the subtle curve of a package corner, every decision carries weight and purpose.
Behind every great design there is a rationale. A thought process that bridges creativity with strategy.
Marketing of Design.
Design strategy articulates what must be visually contextualize. What are we trying to achieve? Who are we speaking to? How will this design help us get there? It sets to align the visual elements of a brand with its mission, values, and goals. It takes abstract ideas and transforms them into visual articulations that are compelling, working together cohesively to tell a story and drive action.
Without strategy, design risks becoming a disconnected series of aesthetic decisions. Ultimately nice to look at, missing the mark in becoming a powerful tool for communication, differentiation, and long-term brand equity.
Ask ‘Why’ Always.
Think like a 3 year old and continuously ask Why? Why this shape? Why this texture? Why this spacing? Every answer must add to the bigger picture, whether it’s solving a problem, evoking an emotion, or influencing behaviour.
A curve on a package may very well be visually appealing, but it just might be about making it easier to hold or subtly creating an organic flow that aligns with a natural product promise. A colour isn’t just a shade, it’s a signal. It can calm, energize, or provoke.
Design Driven by Intention.
When intention leads design, it shows. It feels cohesive. It feels confident. It simply works well. At 3H, design intention is simply our process.It’s not just about how something looks. It’s about why it looks that way. Brands that endure do so because their design foundations are executed properly. Design strategy catapulted by intention ensures that even as trends shift, the core brand message remains intact.
Why It Matters.
We already live in an over-saturated world where consumers are bombarded with visual stimuli every day. Design without intention is noise. But design with intention? That’s where magic happens.
At 3H, our philosophy is simple: design is a strategic tool. Every project, no matter how big or small, starts with intention and is guided by rationale. We design with purpose. And in a world that’s always looking for the next big thing, that makes all the difference.
by Miriam Hara | Oct 1, 2024 | Agency, Creative, Design
Graphic Design: Making the Pieces Fit…And More
The need of graphic design may stem from making things look good, but that’s not what it’s all about. Professional graphic designers are strategic partners in communication. The need to design a visual message that does so much more than fill a space is paramount. With the decentralization of brand communication ownership, where many different graphic design agencies/freelancers/consultants are co-responsible for the managing and deploying of a single brand’s positioning and persona, the understanding of brand at a deeper level is a must. Professional graphic designers aren’t just making things look good—they are strategic partners in communication. The need to design a visual message that does so much more than fill a space is paramount.
Designers have become the essential link between a brand’s ideas and its audience, and that’s what truly elevates their role.
From Social Media to Video Editing….Technology Reigns
With the advent of technology and the acceleration of plentiful super duper software (yay!), all of these have merged into one, and then some (i.e.multi-media, etc). Along with this proliferation of software, design is accessible to all…and many call themselves visual designers and graphic designers. Mastering computer programs that all designers use may lead to the misconception that this is all graphic design is about. It may seem that all a graphic designers does is search for images and rearrange images and text on a screen, but that really isn’t what graphic design is all about.
Back in the day (and yes, I am dating myself), there were what we called commerical artists, production artist and graphic artists. Although these terms are still used…the term designer not artist is more often than not, the descriptor. Knowing that this next statement may meet with some outrage, I mean no disrespect. Knowing and mastering the likes of Canva, Procreate and Adobe Acrobat, does not make a graphic designer. All computer software does is facilitate the production of visual content that can be appealing and even riveting… but that does not make the producer of the visual content a graphic designer by profession.
Mastering Graphic Design: 5 Must-Do Practices
1. A designer’s role is to communicate with purpose, aligning visuals with business goals and audience needs. It’s no longer just about aesthetics (pretty pictures!)—it’s about creating connections.
2. At the core of every design is a message, and a designer’s job is to understand what that message is—and how to prioritize it. It’s not just slapping text onto a pretty picture. It’s digging deeper, understanding the goals behind the message, and ensuring that every design choice amplifies it.
3. Not every element in a design should have the same level of importance, and skilled professional graphic designers know how to highlight the most critical part. It’s about using hierarchy, contrast, and space in a way that draws the eye to the right spot, ensuring that the key message doesn’t get lost in the noise.
4. Graphic designers controls the flow of information. Whether it’s through colour, typography, or placement, they guide the viewer’s eye through a visual journey. It’s not just about where things are placed, but how they’re designed to be experienced.
5. The most difficult of challenges is for a graphic designers to take a lot of content and distill it into something clear and concise in very small space. It’s a constant battle and it’s a balancing act—communicating just enough to get the point across without overwhelming the audience.
In today’s design landscape, it’s clear that the graphic design profession is about far more than just creating layouts. It’s about strategic communication, prioritizing messages, and knowing how to lead the viewer through the visual experience.
by Tara Ford | May 28, 2024 | Branding, Design, Marketing
What’s in a Colour? More Than You Think!
Have you ever paused to consider how much colour influences and shapes our lives? It’s pretty amazing when you think about it. Our brains are hardwired to respond to colour in particular ways. A very basic example is how we instinctively stop at red lights and go when it turns green. On a wider scope, colour has the power to transform our daily experiences, infusing ordinary moments with extraordinary feelings. Whether it’s the warmth of a golden yellow that brings a sense of comfort or the energizing burst of red that ignites passion, the strategic use of colour can turn every day into a palette of emotions. I’ve always found colour to be a force in evoking emotions and shaping perceptions.
Now, let’s tie this into branding.
Brands and colours when done right are like peanut butter and jelly – they just belong together.
A well-chosen colour raises brand awareness because, let’s face it, people notice colour before anything else. Just think about the McDonald’s logo. The red makes you hungry and commands attention, while the yellow radiates happiness and friendliness. I believe that brand did a thing or two right.
Colour in relation to branding, goes beyond just looking good, it’s about tapping into the psychology behind it. The study of colour psychology is fascinating, testing how people react to your brand colours through grassroots research is always a good idea. Green for example is associated with health and being environmentally friendly; think about Whole Foods or Starbucks. Where blue speaks to clarity in communication; think IMB or PayPal. Colour in branding is crucial for communicating your message and influencing consumer decisions. Understanding colour psychology can help you pick the perfect palette for your brand, creating a powerful visual identity that resonates with your audience. Once you have chosen a colour, it’s important to incorporate it in all communications so that whenever people see that colour, they think of your brand.
So, the next time you’re working on your brand’s visual identity, don’t just pick colours at random. Think of them as your secret weapon – tools that can emotionally connect with your audience and amplify your brand’s message. Let your colours do the talking and watch your brand come to life!
How has colour impacted your brand? Share your thoughts here!
by Kristina Parker | Mar 31, 2014 | Interactive, Latest
Designing digital properties is more important than ever for business, and no matter what industry you are working in you should make sure that you understand it and know how to work with it. This is especially true if you are designing digital products because you need to know how to create those products in a way that will make them intuitive to use and good to look at. Designing digital properties such as blogs, websites or any online presence if you want to make the most of your marketing initiatives. In an age where every business is fighting for attention online and through other forms of media, creating an attractive and communicative design that is also technologically sound is one of the most effective ways to stand out.
Designing digital properties takes the right tech and the right approach
If your business is not intrinsically a design company though, then chances are, you may struggle when getting started and creating your layouts.Whether you are designing digital products or designing digital properties for your business, you’ll need to understand the digital space is key. Read on and we’ll look at some of the best ways you can give yourself the edge.
The Right Hardware and Software
The first piece of advice for new companies that want to improve their online digital design work, is to make sure to invest in the very best hardware and software. Software wise, big organizations will of course be able to afford more cutting edge programs that come at a premium, and these can potentially give them the edge if you’re still working with MS Paint. Fortunately though, if you know where to look you’ll find a lot of free software out there that is in many cases just as capable – or even more powerful – than the ‘originals’.
A great example of this is GiMP. GiMP is a piece of photo/image editing software that takes a similar approach to PhotoShop and that can do most of the same things that the famous Adobe offering can. The only real difference? It’s free! Likewise ‘Open Office’ will give you Microsoft Office functionality with no fee, while Blender lets you create 3D files for a fraction of the cost.
Hardware wise it’s worth looking into which devices can give you the edge and help your designs to look more professional while saving you money. For instance, rather than use an expensive graphics tablet to input hand-drawn images, many companies can get by simply using a touchscreen hybrid slate computer with a stylus. This way you can draw straight onto the screen using software like SketchBook Pro.
Likewise why not look into getting a 3D CAD scanner? This way you can save hours building 3D models by instead scanning real objects in and getting the files automatically. Anything you can think to scan can that way become a 3D image for your designs.
The Right Approach
While you evaluate and decide which software and what hardware to purchase, you also need to think about how you approach designing your digital properties, and here the right attitudes can make a huge difference.
When it comes to designing digital properties such as web design, or design for marketing material, remember that less is very often more. Minimalism is very in vogue at the moment – particularly on the net – and the good news for you is that this decreases the amount of work you can do. Instead of looking for design flourishes you can add to your pages and layouts, instead think about the design elements you can remove to create a cleaner and more modern looking page and to save yourself time!
This is something that ‘indie game’ developers do very well. They can’t compete with the 3D graphics of blockbuster games, so instead they choose quirky and minimalist graphics styles – working all in one colour, or using silhouettes, or going for a purposefully ‘retro’ appearance. It’s easier for them, but actually just as eye-catching.
Finally, don’t be afraid to outsource. While it’s nice to do things yourself where possible, think about the time factor and obviously the end result. If there is an outside resource that designs digital properties more efficiently, at a value cost, then it’s only vanity to do it yourself.
by Stephanie Fasulo | May 15, 2013 | Business Success, Interactive, Latest, Social Media
Admit it. At least one time during the course of your social media twitter campaign (or tweeting on your personal account) you’ve asked yourself: what am I going to tweet right now? Even the most experienced social media expert must ask themselves: “geez, what IS going on in the world today?” Great writers get writers block and even the most seasoned novelists need to ask themselves what is their next book series is going to be about. It’s okay to admit that sometimes, we just need some help to find that great content and share it among our communities and Twitter friends. I put together my personal 5 Easy Steps in locating that great content:
Step One: It is important once you’ve logged on to your Twitter account to take time and read the posts your community is sharing. You follow these accounts for a reason, and it is important to stay engaged with them. If you’re mindlessly adding followers and not actually reading their content then you’re not doing it right. The point is to use this information. Share it, spark a conversation or debate; you’ll get some great content to share and you’ll make a few new social relationships in the process.
Step Two: Make a habit of reading the news outlet Twitter accounts. CNN, The Globe and Mail, Huffington Post, Anderson Copper, even Barack Obama just so you know what’s happening and what is going on in the world. Your Twitter content can be diverse and adding some news can add quality to your account and attract other people to read your posts.
Step Three: Bookmark your favourite blogs. We all know in a busy day, life is much more simple when information is a click away. Why not take advantage of that? You’ll be more inclined to look if your daily blog hit-list if it’s staring you in the face and sitting up on your bookmark toolbar. It’s an easy step that can ensure you great content once, twice or three times a day!
Step Four: Think outside the box for inspiration. My personal favourite website to spark some new content is Pinterest. When in doubt, Pinterest is an awesome tool to research techie updates, health topics, recipes and even check out company’s Pinterest accounts. There is also sharing platforms like Reddit, ScoopIt….the list goes on and one. Just pick your favourite.
Step Five: Don’t forget about the real, page flipping hard copies! Magazines, newspaper, essays, and white papers. These are published monthly and the content is forever there ready to read…bringing up old articles and talking about new ones is a great way to be creative with content and find journalists online and share what you’ve read and make a potential new relationship.
Update: This article was written well over 5 years ago…and things have since changed. Here is an updated comprehensive article on “12 Digital Content Strategies To Elevate Any Brand” which adds some timely and relevant value. You can check it out here: https://presentationgeeks.com/blog/12-digital-content-strategies-to-elevate-any-brand/
