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 Miriam Hara | Aug 27, 2024 | Agency, Business Success
The Agency-Client Romance: The Unrequited Love Story
In the bustling city of creativity, nestled not far from the skyscrapers of innovation, there lies a humble agency, 3H, with a heart as big as its ideas, in a place brimming with inspiration. This agency has been tirelessly pursuing ‘the client’ they believed was its perfect match. This is their story.
Love at First Sight
From the moment we first saw your brand in the marketplace, we knew there was something special about you. Your potential, your vision, your passion for making a mark in the industry—it all resonated with us deeply. We imagined the beautiful campaigns we could create together, the stories we could tell, the brand we could build.
The Courtship
We’ve tried everything to catch your attention via LinkedIn, Instagram and other social platforms. We’ve sponsored events in the hopes to meet you and connect with you…to no avail. We would gladly send flowers in the form of meticulously crafted proposals, each one more thoughtful than the last. If only you would call and ask… Alas,here we are, waiting.
The Pursuit (The Wooing)
You see our creativity on our site and in our intent to woo you. We prove time and again that our creative prowess is second to none. At our core, we are versatile and agile marketers just like you. We’ve been in your shoes. We understand your concerns, challenges, goals you face every day. And we are very responsive. We whisper sweet nothings of strategic insights and innovative ideas. We hope not only to pique your interest but to excite and inspire you!
“We are the creative marketing house you’ve been searching for.” “Why not us?” we ask, our voices still full of hope. “We are exactly what you need.”
The Devotion
Our commitment to winning your heart has never wavered. We stand by, ready to go to bat for you, to fight for your brand as if it were our own, because it does become that. We offer you undying support, unwavering dedication, and a partnership built on mutual respect and understanding. What more can we do?
We’re right here, available for you at the drop of a hat. You can see us, face to face ‘with yummy pastries to share’ or via Zoom because we understand how busy you are. We’re always here for you, always supportive, always ready for the next mandate.
We’ll always have your back and you do know that for sure as our reputation precedes us. Who you see on our profile is who you get — our photos are all up to date. There’s no bait and switch with us — when we start a relationship with you, we’re all in, nurturing it and watching it grow.
The Heartbreak
Despite our best efforts, the reality is that our love has remained unrequited. As we watch from afar while you entertain other suitors and explore other possibilities, each time we see you with another agency, our hearts break a little more.
And so, here we are, still waiting. We remain hopeful, convinced that one day you would see the potential of what we could create together. Our love for your brand is unwavering, our dedication unyielding. We remain ready to sweep you off your feet, to show you that we are the agency you’ve been searching for all along.
Why not us? We are truly what you need.
The best love stories are built on trust, commitment, and a shared vision. Let’s create a story for the ages, together. Contact us today and discover how 3H can be the perfect partner for your brand’s journey.
The End
by Miriam Hara | Aug 13, 2024 | Advertising, Agency, Branding, Creative
Does your current brand visual campaign undermine your brand’s authenticity?
Brand visuals are the cornerstone of a brand’s identity.
It is my stance that you cannot build a brand visual campaign utilizing stock imagery, especially when they should depict your target audience. Stock images featuring a person(s) in brand visual campaigns undermine the uniqueness and ownership of a brand’s identity. As a brand-maker, that makes me shudder. Time and time again I have seen brand campaigns featuring photos of the intended target audience in one journal and consequently the exact same image utilized for another brand or service.
In the age of authenticity, utilizing stock imagery depicting a person as a main brand image in your campaign seems counterintuitive. How can you be authentic if you’re using a stock image that was created without any knowledge of your brand? I know that feels like a leap in thinking.
It’s perposterous to think that models hired to be photographed for the sole purpose of your brand’s position also use your brand…and that is a point well taken. But still, not enough to sway me! Regardless, a brand visual starts with a unique concept that articulates the brand positioning. A concept that is uniquely stated for the brand, and part of that concept is the brand visual. Hence, that very fact makes it erroneous to consider utilizing a stock image that your brand does not own one hundred percent.
Original photography is just for your brand
An Art Director or Creative Director tailors original photography to convey a specific message, embedding the brand’s values in every pose and facial nuance. Unique visuals help forge an emotional connection with your audience, building trust and loyalty, and creating a stronger coherent narrative. More importantly, it allows the photograph to be 100% what you need it to be. Many times, when utilizing stock imagery, there are hours of digital imaging required to make it just so – just right.
Planning can extend the duration of the Brand Visual
Original Photography also allows you to create your own library of images that provide you with the added value of utilizing images of the same person, strengthening the brand identity with every piece. This further cements the brand visual in the hearts and minds of consumers. Additionally, original photography can provide you with an array of options within the same concept for the brand visual extending the duration of the brand campaign.
I get budgets are real…and so they should be.
Budget constraints are a real issue, and duly noted. When launching a brand, budgets should include the development of original content. This content includes taglines, communications messaging, concept development, and brand visual development. Photography is a huge part of a brand’s content and should be factored in.
When to use stock imagery?
There is definitely value in utilizing stock imagery. For example, photos of landscape scenes, the universe, the moon, the stars, the oceans and the sky. I always implore my team to “make it the brand’s own” by digitalizing it, adding colour or a blend of filters that truly make it unique. It’s also good to use stock images for less critical content while reserving budget for custom visuals in key campaigns.
Lastly, I’ll ask you to chime in. I am sure you have seen an image in a brand campaign and noticed the same image used by a completely different brand? How did that make you feel about the originality and authenticity of those brands?
by Miriam Hara | Jul 30, 2024 | Advertising, Agency, Management
Nostalgia for the Mad Man Era
It’s hard not to be nostalgic about what was once the ‘life of a creative’ in a marketing agency. We were the epitome of cool. Dress-down Fridays? Every day was a casual masterpiece of quirky tees, ripped jeans, and comfy sneakers. Flexible hours meant strolling into the office with a coffee at 10 AM or working from the cozy confines of home whenever inspiration struck. (Never mind the 24 hours days working on pitches and presentation!). And yes, the corporate world envied us. Afterall… “Those creatives have it all!”, while secretly admitting that they didn’t understand the first thing about creative world (or brain) at all!
The COVID Shift
But then came the year of the great equalizer: COVID-19. Suddenly, the perks that set us creatives apart has become quite the norm. Remote work was no longer a privilege but a necessity/ Our once-coveted flexible hours were now standard practice across industries. And let’s not forget about the dress code.The corporate world swapped suits for sweats, and our secret society of the daily casual Fridays lost its exclusivity.
Remember Drafting Tables?
There once was a time, not too long ago, that concepts and designs that were developed by advertising agencies were not only revered. They were viewed as the work as work of arts. Corporate clients were in awe on how we, creatives could conjure up brand magic – with our pens, papers, markers, airbrushing and typesetting. The brand stories we weaved and visuals we conceived left clients in wonder-struck. Atlas, all things change. As the digital revolution marched on, computers and AI joined the fray, the coveted talent of creativity seemed accessible to anyone with a decent laptop and an internet connection. Gone was the drafting table…and with it the corporate awe of the creative mind.
A New Reality
So today in the ‘life of a creative’, at least a creative at 3H starts not with a leisurely coffee run, but with a Zoom call. If we’re home, I would like to say we’re often still in our pyjamas, but no… we definitely dress casual…as our clients do on the other side of the laptop. Much to my chagrin, our brainstorms during COVID, had become virtual – and although our whiteboards are digital. Post-COVID, we do brainstorm, occupying the same physical space! The banter of the office, the shared lament of tweaking a design to death and of course, the shared ah-ha moments—that still happens! (YES!)
The Creative Struggle
Amidst all of these changes and shifts, the core of what we, and the “life of a creative’ remains unchanged. We still chase the thrill of the perfect idea, the rush of a campaign coming together, the satisfaction of a client’s wonderment. Yes, we navigate the challenges of remote work, balancing our creative impulses with the ever-present hum of distractions. The digital revolution, to be honest, gave us creatives amazing tools offering design advantages that really are awesome! The perks may have become common, but the true nature of creativity—the spark that ignites great ideas, the passion that drives us to push boundaries—that remains uniquely ours.
We accept that we may no longer be the exclusive keepers of flexible hours and casual dress codes. However as creatives, we continue to thrive, finding the creative in each brand mandate… and truly loving the journey of finding that one creative nugget.
We’d love to do just that for your brand. Let’s chat to see how we can bring your vision and your brand to life.
by Tara Ford | Jun 25, 2024 | Advertising, Agency, Business Success, Communications, Creative, Management, Social Media
The Evolution of Casual Fridays
Remember when Casual Fridays were the highlight of the week? It was that one day you could ditch the high heels and starched shirts for something more laid-back. For a while, the art and advertising industries led this trend. We were known for our quirky, creative styles and weren’t afraid to dress down when everyone else stayed buttoned up.
Back then, showing up in jeans or a funky t-shirt was a bold move. It signaled, “Hey, we’re creative, we’re different, and we play by our own rules.” This freedom became a part of our identity in the art world.
The Tech Boom and Casual Revolution
During the 90s and early 2000s the tech boom brought about another aspect to this casual revolution. Suddenly there was a booming industry filled with young innovators who valued comfort over traditional business attire. Hoodies, jeans, and sneakers became the new norm. The tech industry’s relaxed dress code started to influence other sectors, and the lines between casual and professional began to blur. It wasn’t just the advertising and art world with the casual edge any longer. The trend spread, and the rigid boundaries of business attire began a thing of the past in most sectors.
Even the corporate world jumped on the bandwagon with Dress Down Fridays. Those were the days when employees had to pay to wear jeans on a Friday! It was for a good cause, though, so it was worth it.
The Post-Pandemic ‘New Normal’
Fast forward to the post-pandemic world, and everything has shifted again. With remote work becoming standard, the idea of dressing up for work has transformed. Lululemon pants, once for yoga classes or errands, are now part of everyday work outfits. Casual Friday? More like Casual Every Day.
The pandemic made us rethink what’s important, prioritizing comfort while working from home. Now, as we return to the office, the relaxed dress code is coming with us. Business casual has a new definition, and it’s not so “business” anymore. Trendy sneakers with a dress? Absolutely!
The Impact on Trends and Marketing
What does this mean for trends and marketing? It highlights a shift towards authenticity and relatability. Consumers today want brands that are genuine and down-to-earth. They want to see real people, not corporate clones. This shift towards informality in the workplace mirrors a broader trend in marketing: creating more authentic, relatable content.
Brands are now embracing this casual, everyday vibe in their strategies. From social media to advertising, the focus is on being real and approachable. It’s about connecting with audiences on a personal level, showing that behind every brand is a team of real people just like them.
Riding the Wave of Change
The evolution of Casual Fridays reflects a broader cultural shift. Here’s to the new era of business casual—comfortable, creative, and here to stay. Whether you are rocking Lululemon pants or a funky t-shirt, it’s not just about the clothes; it’s about the attitude. Embrace the change and let your authentic self, shine through every day of the week.
by Miriam Hara | May 24, 2024 | Advertising, Agency, Branding, Business Success, Creative, Marketing
‘Marketing Creative’: What’s that?
Marketing Creative is the ability to hone in on a brand’s message. Regardless of the industry it’s imperative to creatively articulate the brand message. Ultimately this is achieved by a creative team’s use of their transferable skills. These skills are perfected by years of experience and diverse exposure in many industries to achieve all kinds of mandates. For instance, my career has allowed me to contribute to many different industries (B2B and direct to consumer) in a variety of marketing mandates. It has enabled me to develop in myself and my team a nimbleness that is quite unique. And that development takes time and diligent effort not just to meet the requirements but to excel in them.
Despite the rules and regulations and in spite of the limitations!
The challenge many marketers face is attempting to break through the clutter and be different in an arena where they feel they have been handcuffed! Whether working on mandates in the Alcoholic Beverage Industry, Food Industry or Healthcare Industry, each industry has a set of advertising regulations. And these regulations must be adhered to. It’s very easy to throw in the towel and say”we can’t do this “and we aren’t allowed to do that”. That’s looking at the regulations at face value. When a brand has something unique to say, there is always a way to address that uniqueness.
Each industry is its own universe with its accompanied black holes! When we get called in, we work our marketing nimbleness to creatively articulate the brand’s messaging, uniqueness and image. And we need to do all that by avoiding being sucked in by a black hole that leaves your brand completely in the dark and void of any distinctiveness.
Everyone touts outside the box thinking…but it needs to be done inside the ‘regulation’ box.
It’s working inside the box of regulations that matters. It’s thinking outside the regulations but staying inside the box that makes brands perform. Achieving marketing creative prowess takes time, energy, and experience.The more you do it, the more you excel. With a career that transcends industry niche and focus, over three decades it has become a way of thinking for myself and my team. We must still endeavour to stand out without infringing on the rules that govern the industry…that’s what makes great creative. Actually, that’s what makes great marketing creative!
How do you creatively articulate a brand’s message when your hands are all tied up in knots?
