by Miriam Hara | May 27, 2025 | Branding, Marketing
With 2025 in full swing, we’re taking a moment to catch our breath and revisit some ideas that still have momentum.
At 3H, we believe good thinking doesn’t expire. The articles we’ve shared over the past few years continue to reflect the conversations we’re having now: about marketing that moves, branding that connects, and design that makes impact.
So whether you missed them the first time or are ready for a second pass, we’ve rounded up 5 of our favourite pieces that still feel relevant, timely and maybe even a little ahead of the curve.
Let’s keep the momentum going.
Legacy Brand: Embracing Bold Moves
Having a Legacy Brand is a doubled edge sword. On one side, it has earned its reputation by always being there. There are a few brands come to mind with type of heritage, However, legacy brands have their own unique set of challenges. How do they maintain relevancy with their existing audience all the while trying to reach out to new audiences? Packaging of Legacy brands are a pillar of these brands… and how to navigate changes to packaging is what we explore.
Curiographics: A New Approach to Marketing Segmentation
Demographics, to our way of thinking is passé. The 60 year old today isn’t the same as the 60 year old a decade ago. There is a shift in who and how targets should be identified. Here, we introduce the new concept of ‘Curiographics,’. This is a term we coined to explain the method of segmenting audiences based on curiosity-driven content engagement. It does not define an audience by age, education or income.
Graphic Design: Beyond the Software & Layout
The strategic role of graphic designers in marketing and branding can never be overstated. They are one significant pillar that streamlines and emphasizes the core communication of a brand. With the proliferation of technology, skills beyond technical software proficiency, which is increasingly important in the evolving digital landscape, must also weigh in… perhaps even more so.
Brand Potential: Is it Truly Maximized?
How do you know if your brand has achieved its full potential? Is it about KPIs or does brand success go beyond meeting key performance indicators like market share and sales growth. What else is there to evaluate success… and how does a brand get there?
Brand Loyalty : Taking it for Granted?
Brand Loyalty is a fickle thing. It’s important not to be complacent when you achieve it. As the market evolves, so do the audiences. It’s important for a brand to maintain relevancy and continuously work to earn and keep its loyalty. It’s much harder to re-gain or re-earn loyalty than it is to keep it.
As we look back on these standout pieces, one thing is clear, transformation isn’t a trend, it’s the new normal. We hope these five articles offer not just direction, but a moment to reflect on where you stand and where you’re headed.
Here’s to navigating the rest of 2025 with purpose, perspective, and a little creative edge.
Happy Marketing!
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 | Apr 16, 2025 | Agency, Creative, Design
Constructive Criticism… ugh! That’s all I have to say. In the world of marketing creative the use of the term constructive criticism is as prevalent as the air we breathe! Whether designing a campaign, writing a headline, or capturing the perfect shot, everyone has a say on that creative component. It’s part of the creative process and it is integral in crafting and improving the creative asset. But let’s not sugarcoat it: feedback can sting.
Creativity is personal
Despite me telling my team that feedback, “Is not personal” , I do understand that, innately, it is. It’s difficult not for it to feel personal when you’ve taken the germ of an idea and spent hours perfecting it before you even present it. And then someone comes along, squints at your masterpiece, and says, “Hmm… it’s not quite there.”How can it not feel personal?
But when constructive criticism is given, that is the defining moment. Feedback isn’t just about hearing what needs to change, it’s about how you respond to it.
To my way of thinking, constructive criticism is the way any professional can up their game. Become really, really good at their profession. Seriously good!
Understanding the why behind the what.
Giving feedback is an art. It should, by it’s very nature, be directionally but not specific. Alas, too often that is what feedback looks like….Make this bigger. Change this colour. Tweak that headline.
Turning that feedback into being constructive you need to decode the feedback. It’s not about just doing what is requested, it’s about understanding why the change is being requested.
- Why did they ask for more space?
- What’s the real concern behind this change?
- What outcome are we trying to achieve here?
Start thinking this way, you will become a true professional, a collaborator.
Personal or not? Understanding the distinction.
Feedback isn’t a reflection of you. It’s a reflection of the work. And that distinction makes all the difference. When feedback is given, and the understanding of the feedback gets crystallized, the outcome is something everyone will get behind. Feedback isn’t an attack, it’s a way to make a creative stronger…better. If a creative concept or asset cannot handle the modifications, perhaps there’s a bigger issue about the creative.
Constructive Criticism: It’s a mindset.
Feedback is the thing that tells you where to focus, where to sharpen your edge, and where to let go of what isn’t working. If you are truly listening. It’s part of the process that continuously stokes the fire of passion… and refines natural.
Here are my key takeaways on turning feedback into an opportunity to grow and become better (yes, even after 40 years!)
- Listen to understand, not to respond.
- Ask smart questions. “What’s not landing here?” or “What’s the bigger goal we’re aiming for?”
- Pause. Take a walk, sleep on it, let your thoughts settle.
- Look for patterns. If you’re hearing the same note over and over, it’s not a coincidence, it’s an indication that you’re not learning from the feedback… but just doing!
The true professional creatives are the ones who know how to use the feedback to make what they’ve initially created, even better.
Don’t just do.
At the end of the day, addressing feedback isn’t about getting the job out the door. It’s always an opportunity for growth. Evolving your craft, sharpening your skills, and building a resilience will serve you long after the project wraps up.
Consider that every critique is; a chance to become better. An opportunity to think deeper, create smarter, and deliver something that doesn’t just work, it wows.
How you handle feedback will determine your professional trajectory… and subsequently your professional opportunities. Contrary to the very iconic Nike slogan, Don’t just do it, learn from it!
by Miriam Hara | Nov 19, 2024 | Branding, Creative, Design, Marketing
Embracing Bold Moves: When and How to Rebrand a Legacy Brand’s Packaging Without Losing Heritage
Legacy brands carry a rich history, often evoking nostalgia and trust among loyal consumers. However, as consumer tastes evolve, even iconic brands must refresh their image to remain relevant. Rebranding packaging is a delicate process, especially for brands with a deep heritage, where there’s a fine balance between staying true to tradition and embracing modernity. Here’s how to revamp your brand’s packaging while honoring its legacy and maintaining loyal customers.
1. Recognizing the Need for a Packaging Refresh
For legacy brands, the decision to refresh packaging often comes from shifting market trends or consumer demands. The key here is to understand that a brand’s packaging speaks volumes about its identity. Is your current design feeling outdated in today’s sleek, minimalist world? Are competitors’ modern designs outshining yours on the shelves? A refresh doesn’t mean losing your brand’s heritage, but rather making sure it stays relevant.
Example: Look at how Coca-Cola has kept its iconic red and white colour scheme but continuously evolves its packaging. The subtle tweaks ensure the brand looks fresh without losing its instantly recognizable identity.
2. Stay True to Key Elements
Just like Dunkin’ retained its vibrant colours and recognizable font during its rebrand, legacy brands should maintain the visual elements that make them iconic. Think about the core aspects of your packaging design—colours, logos, fonts, or symbols that have emotional resonance with consumers. These elements anchor your brand’s identity.
Example: When Guinness refreshed its packaging, they kept the familiar harp symbol but modernized its design to appeal to a younger audience while retaining the essence of their heritage.
3. Balance Tradition with Modern Design
The challenge of rebranding a legacy brand’s packaging lies in walking the line between tradition and innovation. Your packaging must evolve to meet current market demands but also pay homage to the rich history your brand embodies. Modern design trends such as minimalism, flat design, or even eco-friendly packaging can be introduced in ways that highlight your brand’s authenticity rather than overshadow it.
Tip: Consider simplifying your design while keeping classic elements like colour schemes and logos. Streamlining the package can communicate modernity without diminishing the brand’s heritage.
4. Communicate the Story Behind the Refresh
One of the most effective ways to ensure a successful rebrand for a legacy brand is to communicate the why behind the change. Share the journey of the brand, explain the significance of the updated design, and ensure that consumers understand this is not a departure from tradition, but rather a step forward. Tell a compelling story that bridges the old with the new, creating an emotional connection.
Example: When luxury chocolate brand Godiva updated its packaging, they told the story of the craftsmanship and passion that still go into each box. The new design felt luxurious yet modern, without forgetting its Belgian roots.
5. Test and Involve Your Audience
A legacy brand’s audience often feels a strong attachment to its existing packaging. Testing potential designs with a group of loyal customers can provide valuable insights and help you fine-tune the refresh without straying too far from what they love. Involving them in the process makes them feel like stakeholders in the brand’s future.
Tip: A/B testing or focus groups can help gauge reactions before the full-scale rollout, ensuring you don’t alienate your core audience.
6. Ensure a Gradual Rollout
Just as Dunkin’ gradually transitioned its branding from “Dunkin Donuts” to “Dunkin,” a legacy brand’s packaging refresh should be rolled out in phases. A sudden overhaul can alienate loyal customers, while a gradual transition helps them adjust to the changes. During the transition, it’s vital to reinforce your brand’s legacy by highlighting the heritage elements that have been retained.
7. Prepare for Pushback—and Address It Gracefully
Change, especially for legacy brands, can often lead to pushback from die-hard fans. Prepare for this with clear messaging. Be transparent about why the refresh was necessary and how it benefits the brand and its consumers. Respond to concerns respectfully, reassuring customers that the brand they love is still very much intact.
Example: Burberry faced backlash when they updated their iconic logo. However, they handled it by explaining the need to modernize while staying true to their British roots, which helped ease the transition.
8. Celebrate the Brand’s Evolution
Finally, celebrate the evolution of your brand. Show consumers that the refresh is part of your brand’s journey and continued commitment to excellence. Use the opportunity to highlight the brand’s history while embracing its future. Special edition packaging or promotional campaigns that nod to the brand’s past can help reinforce the feeling that while the packaging may change, the core of the brand remains the same.
Stay True to your Roots
Refreshing the packaging of a legacy brand is a bold move but can be done without losing your heritage. By staying true to your roots, involving your audience, and embracing a modern, forward-thinking approach, you can ensure your brand continues to stand out on shelves while honouring its legacy. A successful rebrand isn’t about forgetting the past—it’s about respecting it while evolving to meet the future.
by Miriam Hara | Aug 20, 2024 | Design
This may seem counterintuitive and, for those who read my posts, contradictory! I recently wrote an article about how “Good Enough” isn’t beneficial for marketing and branding. Now, I would like to talk about the Perfectionist Marketing Syndrome (PMS). It’s real and it’s costly.
Waiting for Perfection.
Waiting for everything to be perfect can cause marketers to miss significant opportunities to learn, reassess, and evolve their brands! In business, we’ve all heard about the 80/20 rule: 20% of our target audience make up 80% of a brand’s sales.
I prefer to think in terms of a 90%/10% ratio when it comes to creative presentations, especially where the deployment is for social media. If a creative communication piece is 90% on target in terms of the brand and it’s premise, it’s time for an evaluation. Do we go ahead or do we wait?
Are you risk adverse? Do you suffer from PMS (perfectionist marketing syndrome)?
I’ve seen program launches stalled because someone didn’t like a word or the shade of a colour. This obsession with perfection can be harmful. In the fast-paced world of social media and marketing, timing is everything. Waiting for perfection to close the gap of that 10% can mean missing a crucial moment to engage with your audience.
Don’t get me wrong…I’m not saying that if the creative tone or style, and presentation of your brand is not right, that marketers should press the “go” button. The fact is if the creative in any way is not aligned to the Brand, Brand Essence or Persona, then the creative wouldn’t be 90% there! So this is a moot point.
Let go of your PMS!
Embrace the 90%/10% rule. It’s time to liberate yourself from PMS (perfectionist marketing syndrome). Be bold and brave enough to launch and humble enough to learn. It’s not about being perfect; it’s about being the Brand being present, responsive and yes…authentic! That’s where true creativity and connection lie.
Spend your time wisely… or wiser
Instead of trying to achieve perfection in creative colours or font usage, layout or if a headline is centred or flushed right, use the effort you would spend on earning the 10% for real-time feedback and adjustment. Launch your campaign! See how your audience reacts, and be ready to pivot and improve. This keeps the momentum going and allows for genuine engagement based on real user interaction rather than a theoretical ideal.
Remember your audience.
Think about it—when was the last time you deeply engaged with a perfect piece of content? Chances are, it was the authenticity and relatability that drew you in, not polished perfection. Your target doesn’t see your brand’s communication piece in the same way. Remember that. Instead, thrive on innovation and adaptability. It’s been my experience that some of the most impactful campaigns come from spontaneous, almost-there moments that resonate with the audience.
It’s time to say good-bye to PMS!
