by Miriam Hara | Jun 28, 2023 | Advertising, Agency, Branding, Creative, Design
Colour is the silent language that speaks volumes about your brand. It’s the first thing that catches the eye, influencing perceptions and stimulating emotions Colours evoke emotions, convey messages, and even influence our decisions. As creatives, we’re not just painting with colours; we’re leveraging them as powerful communicative tools. The right palette can enhance brand recognition, guide user experience, and create visual harmony. It’s more than aesthetics; it’s about understanding the psychology of colour. Colour in creative plays a pivotal role in brand communication and consumer decision-making. Understanding colour psychology can help you choose the right palette for your brand, creating a strong visual identity that connects with your audience.
Consider some of the world’s most recognizable brands.
Coca-Cola, for instance, has leveraged the boldness and energy of red to convey passion and excitement. Facebook, on the other hand, uses calming blue tones to inspire trust and reliability. These brands have effectively harnessed the power of colour to shape their image and resonate with their target audience.
But how do you select the perfect colour palette that represents your brand accurately? The answer lies in comprehending the emotional and psychological undertones each colour carries. Red often stirs feelings of passion, urgency, or aggression. Blue can communicate trust, tranquillity, or melancholy. Yellow typically signifies happiness, vitality, or caution, while green is often associated with nature, growth, or envy. Let’s not forget purple, a colour that can project creativity, luxury, or mystery depending on its use. Every colour carries a plethora of meanings, shaped by cultural, demographic, and individual perspectives.
When choosing colours in creative, consider your brand’s personality and your target audience’s preferences. A brand embodying youth and energy might lean towards bold, lively colours, whereas a luxury brand might gravitate towards a more understated, sophisticated palette. It’s crucial to maintain consistency across all platforms and touchpoints, ensuring your chosen colours align seamlessly with your brand.
Never underestimate the importance of testing and research. Different cultures, age groups, and genders may react differently to certain colours. Employ tools like A/B testing, focus groups, and market research to delve into your target audience’s colour preferences. Remember, colour is not a one-size-fits-all solution. It’s both an art and a science, demanding a thoughtful approach and a profound understanding of your audience. However, when executed correctly, the right colour palette – perhaps featuring a dash of purple… or a whole lot of it! – can significantly bolster your brand identity, shape perceptions, and spur engagement.
So, how can you choose the right palette for your brand or project? Want to learn more about how colour can elevate your brand’s identity and message? Visit our website for more insights or contact us to explore how we can help you create a visually compelling brand identity.
by Miriam Hara | Jun 15, 2023 | Agency, Creative
It’s the perfect time to discover your true creative DNA. In this blog I’ll be exploring the intricacies of ‘creativity’ and what it means in today’s world— and hopefully dispelling some longstanding misconceptions about the term “creative.” Creativity, as we’ve come to know, isn’t the exclusive domain of artists, writers, or musicians. It’s a boundless universe where different creative personalities coexist, each contributing to the magnificent tapestry of innovation. Creativity doesn’t only reside in the arts—it’s embedded in every field, every profession, and every person!
In my years at the agency, we’ve had the privilege of collaborating with a multitude of creative minds, each bringing a unique perspective to the table – with their unique creative DNA. It’s a revelation that creativity isn’t just about dabbling in the arts—it permeates every profession, every field, and every individual.
There are diverse types of creative DNA, each with unique styles and approaches.
So, let’s start on the journey of self-discovery and explore some of these creative DNA types.There are so many different definitions of creative types that can be found on the internet. These are only a few that resonated with me. Who knows, you might just find a persona (or two) that resonates with you, too!
1. The Visual Virtuoso: Often referred to as “artists,” these individuals possess an extraordinary knack for manifesting creative visions, a talent that earns them this title. Initially, they might appear as painters, illustrators, animators, or graphic designers, brilliantly transforming their vivid imaginations into tangible artistry. In essence, their medium of expression varies, ranging from traditional paint to modern computers, or even the elegant medium of glass. Their creativity is visually represented, and their tools are as diverse as their ideas. Transitioning from one form to another, they ingeniously morph their ideas into a visually represented form of creativity. Indeed, their tools of trade are as multifaceted as the concepts they bring to life, a testament to their versatile and boundless imagination.
2. The Performative Maestro: Naturally inclined to command attention, these artists, aptly referred to as Performative Maestros, channel their creativity through captivating performances. Initially, they might be seen in the roles of actors, comedians, or musicians, wielding their talent and charisma as potent tools to engage audiences.
Transitioning from one performance space to another, they effortlessly draw in viewers, whether under the luminous glare of the screen, the theatrical grandeur of the stage, or even within the cozy confines of local bars. Each setting serves as a testament to their adaptability and unwavering ability to steal the spotlight, irrespective of the stage they grace.
3. The Strategic Thinker: These creatives flourish amidst challenges, rules, and complexities. At first glance, they are the ingenious problem solvers, adept at converting a dense volume of information into compelling ideas. Transitioning from raw data to insightful concepts, their creativity materializes through concise, rational thinking. Often, they assume roles such as creative directors, writers, or art directors, further highlighting their capacity to distill complex thoughts into accessible, creative expressions. Each role they undertake serves as a testament to their analytical prowess and their ability to see the world through a uniquely creative lens.
4. The Spatial Aesthete: These creatives possess an exceptional grasp of space, color, and material. At first, they might emerge as fashion designers, architects, or interior decorators, infusing their creative genius into our daily existence. Transitioning from one domain to another, they artfully weave their creative magic into the very fabric of our everyday lives. Whether they’re transforming the cut and drape of a garment, the contours of a building, or the ambiance of an interior space, their work resonates with our day-to-day experience. Each creation is a testament to their profound understanding of aesthetics and their ability to reimagine the spaces we inhabit.
5. The Innovative Dreamer: These creative minds are perpetually fuelled by the question, “What if?” At first, they present themselves as inventors, innovators who delight in challenging the status quo. Transitioning from one groundbreaking idea to the next, they are often found in roles as varied as urban planners to scientists. Their task is a transformative one, morphing “what is” into “what could be.” Each role they occupy, every innovation they conceive, serves as a testament to their ability to dream beyond the present and shape the contours of the future.
6. The Digital Architect: In today’s digital era, these creative types are indispensable.Initially, they reveal themselves as experts who comprehend the complexities of website navigation, user interaction, and digital aesthetics. Transitioning from one aspect to another, they skillfully weave together form and function within the realm of IT design. Whether they’re sculpting an intuitive website or designing an engaging application, their work is a testament to their ability to harmonize aesthetic appeal with practicality. Each design they create serves as a seamless blend of their technical knowledge and their creative vision, reinforcing their invaluable role in today’s digitized world.
Now that we’ve explored the different creative personas, it’s your turn. Do you see yourself in any of these types? Or perhaps, you represent a unique blend of a few? Maybe you’re an entirely new type we haven’t listed here? Share it here. Or Share your thoughts, and let’s continue to celebrate the diversity of creativity together!
by Miriam Hara | Jun 1, 2023 | Agency, Business Success, Marketing
We’ve all shared the collective exhaustion of discussing a post-COVID world ad nauseam, and yet, it remains an unavoidable topic. The pandemic’s sweeping effects have transformed our lives drastically and, indeed, irreversibly. The old marketing playbook was thrown out of the window overnight, and we had to quickly adapt to an unprecedented environment. So what does post-pandemic marketing look like?
We’ve all witnessed and experienced how a global pandemic has reshaped our reality and , we’ve all witnessed how a global pandemic has reshaped our reality. Now as we’re gradually moving towards the tail end of this crisis, a pressing question emerges: What’s next for marketing in the post-pandemic world?
The first thing we all need to realize is that the need for post-pandemic marketing ..is here and now. And the what’s next, is not next month or tomorrow it’s today.
For one, we can’t expect to go back to the way things were. The pandemic has undeniably accelerated certain trends and created new ones. It has transformed consumer behaviour, purchasing habits, and engagement preferences. We’ve seen a greater reliance on digital platforms, an increased demand for authenticity and value, and a heightened focus on social responsibility. These are not just temporary shifts; they’re here to stay.
The digital revolution has taken centre stage during the pandemic, fast-forwarding us into the future. As we embrace the post-pandemic world, we can expect even more digital disruptions. From virtual reality shopping experiences to AI-powered customer service, technology will continue to reshape the marketing landscape. This is what post-pandemic marketing looks like and will will continue to gain traction, ex·po·nen·tial·ly!
Simultaneously, the demand for authenticity and value has never been higher. Consumers, having faced a crisis of global proportions, are now more discerning about where they spend their money. They seek brands that not only provide high-quality products or services but also align with their values and contribute positively to society.
In this scenario, brand storytelling will play a pivotal role. It’s no longer about selling a product; it’s about conveying your brand’s purpose, the ‘why’ behind what you do. How does your brand make a difference in the world? How do you add value to your customers’ lives? Answering these questions authentically will be key to resonating with the post-pandemic consumer.
Furthermore, the concept of community has been redefined during the pandemic. Now, it’s not just about geographical proximity but shared experiences, values, and interests. Marketers will need to tap into these digital communities, fostering relationships and engaging in meaningful conversations.
Finally, let’s not forget the increased focus on social responsibility. The post-pandemic consumer is socially conscious, seeking brands that not only do no harm but actively work towards creating a positive impact. Sustainability, ethical practices, and social justice will be front and center in the consumers’ minds, and brands will need to step up.
So, what’s the next step for marketers in the post-pandemic world? It’s time to revisit your marketing strategy, align it with these new trends, and prepare for a future that’s already here. Remember, it’s not just about surviving; it’s about thriving and leading the way forward.
Now, I turn the conversation over to you. How have you prepared for the post-pandemic world? What strategies are you implementing to stay ahead of the curve? I look forward to hearing your insights and experiences.
by Miriam Hara | May 26, 2023 | Agency, Branding, Communications, Marketing
In my 35-years at 3H, I’ve grown quite fond of an expression I use quite frequently in strategy sessions and yes, even in brainstorming sessions. The expression: – “we are talking to ourselves.” It’s an amusing acknowledgment of a trap we marketers often fall into. We’re so involved with our brand’s world that we sometimes forget our audience isn’t. This awareness has consistently guided my commitment to audience-centric marketing, reminding me to always consider the creative, communication, and positioning from the viewpoint of our target audience
The Impact of Self-Talk.
It creates an echo chamber, amplifying our own assumptions and drowning out the voice of our consumers. We believe that they’re as familiar with our brand as we are. The result? A communication gap. We’re talking, but not necessarily to our audience.
That’s what I refer to as the Self-Talk Syndrome. This self-talk results in a marketing echo chamber. We assume our consumers have the same brand intimacy as we do, creating a detrimental communication gap. We’re in conversation, but are our consumers truly part of it? Our clever taglines and plays on words or even how to express the need and use of our brand to consumers , so clear to us, may not resonate with those unfamiliar with our brand’s intimate details.
Remember this, our target markets, and by default, our consumers are not part of our internal dialogues. They see our brand quite differently from how we see it.
The Antidote to Self-Talk….Audience-centric Marketing!
So, what’s the solution? A perspective shift. We need to step outside our self-talk bubble and see through our consumers’ eyes. The goal isn’t brand familiarity, but effective, engaging communication.
Keep is simple. Keep it Clear.
The heart of audience-centric messaging is simplicity and clarity. It’s not about diluting our message, but making it more accessible – a counter to the complexity often bred in self-talk. Consumers care about benefits, value, and practicality – these should be the focus, not intricate product details.
Let’s Open Dialogue!
It’s also time to turn our self-talk into an open dialogue. Embrace feedback. Listening to our consumers lets us adapt our approach to align with their needs and expectations, ensuring that our self-talk doesn’t drown out their voices.
Bridge the gap.
Escaping the echo chamber of self-talk brings immense benefits. Clear, relatable messages. A bridge between brand and audience. An engaged consumer who appreciates our brand. By focusing on the audience, we foster stronger, deeper connections.
Break free from the cycle of self-talk and embrace audience-centric communication. Examine your marketing strategy. Is it a product of self-talk, or is it truly resonating with your audience?
Always keep in mind, the conversation we need to have isn’t with ourselves, but with our audience. It’s about making our brand not just known, but understood and valued. We don’t just want to talk – we want to engage, resonate, and build relationships. The most meaningful conversations are those we share with others, not the ones we have in our self-talk echo chamber. For that, let’s step out and tune into the frequency of our audience. Ready to sing along?
by Miriam Hara | Nov 10, 2015 | Agency, Business Success, Creative, Latest
Clients who are involved in the client agency relationship do not realize that they have a direct impact on the creative their agency produces. We hear so much about agencies and their creative prowess and how ‘the creative’ talent establishes its reputation. But there’s hardly any mention of the trust factor and how that directly impacts the creative output. The creative process, whether it’s for personal endeavours or professional ones is always based on the ability of the creative mind to be at ease. To feel comfortable in the exploration of the obvious and not so obvious.
There are so many articles and blogs written on brainstorming practices… in group settings or solo ones, but very few tap into the premise of the brainstorming. In order to brainstorm you need a mandate – again, it could be a personal mandate or a professional one, brought forth from a client. If the client fosters the creative team with not only information, but with a sense of team and with a sense of knowledge that the outcome will be nothing short of awesome, then that is a setting for success, for all parties. I have the pleasure of working with clients whom have fostered that environment within our creative team. After the creative process, it’s a delight when we present and the client gets excited and says, “Wow, I wasn’t expecting that”.
Developing creative is an exciting and passionate business to be in. Fostering trust in a business relationship, is the cornerstone of creating creative that wins.
As with any relationship, creating and building on trust is a two-way street. Here’s a few points from both perspectives for the professional relationships:
The Creative Agency Built on Trust:
Know the brief. Ask questions. In order to evolve a brief into a sparkling, unique, rare but concise creative, you need to get involved… and that means that you need to admit that you don’t know. Clients will respect that and this will showcase the intelligence driving the creative outcome.
Empower your client. Never assume that the client doesn’t have a creative bone in their body. Clients know their business better than anyone else, including you. Within their brief, they will articulate gems of creative ideas… and they don’t even realize it. Take those gems and work them into creative that expresses their ideas. They will recognize them as such, and realize that, yes, you really do listen.
Always deliver and more. If a client has asked you to be at the table and provided you with a brief, it’s not only to fulfill the order, it’s to add value to the creative process in order to provide a creative outcome that sings. The damage of over promising and under delivering will break all trust and will start eroding the credibility that has been established. Just because you’re in the business of creating doesn’t mean it’s acceptable to be flighty and irresponsible.
The Client Built on Trust:
Share the knowledge. The more the creative agency knows, the better they are at creating and developing creative that is thought provoking and on target. Understanding the market and the intricate details of the industry is key to creating creative that will push the envelope.
Advocacy is key. Give credit where credit is due… and not to the creative agency, but to the management team. It’s important for the upper layer of management to know that the partner at the table is an instrumental element to the team.
Garner stability. There’s nothing more hurtful to a relationship based on trust than asking the creative agency to continuously fight for the business, especially if they have met 100% of your expectations. Asking a creative agency to continuously have to prove their right to be at the table, is a short term vision of what should be a long term relationship.
by Joyce Turner-Gionet | Sep 9, 2015 | Agency, Branding, Business Success, Communications, Creative, Design, Interactive, Latest, Marketing, Social Media
Rah-Rah, Google! Give us an ‘E’ (but make it crooked!).
Gotta LOVE that crooked ‘e’ in the new Google logo. It’s so Google! Irrepressible, playful. I hear it’s annoying people. They want to straighten it. Personally, I think it’s perfect. Think about it. Leaving the ‘e’ crooked speaks volumes about Google’s personality.
Not everyone agrees with me, Twitter Users Think Google Copied Heineken with its new logo’s crooked ‘e’ (Google kind of admits it.)
All done in house, the rebranding is a composite of three elements: the word mark, a four-colour ‘G’ monogram and animated dots that represent the Google search engine in ‘thinking’ mode. For those who’ve been under a rock, or enjoying the last days of summer up at the cottage, here it is:
New Google Logo
New Google Dots
New Google Monogram
Here’s a reminder of the old Google logo:
1999 – 2015
Here are some Google logo ideas that presumably didn’t make the cut
Here’s why Google did the rebranding …
Says Google … (from the official Google blog)
“So why are we doing this now? Once upon a time, Google was one destination that you reached from one device: a desktop PC. These days, people interact with Google products across many different platforms, apps and devices—sometimes all in a single day. You expect Google to help you whenever and wherever you need it, whether it’s on your mobile phone, TV, watch, the dashboard in your car, and yes, even a desktop!
Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens.
Read everything Google said …
Are we impressed?
I asked a few graphic gurus and marketing types across the industry for their opinion on the rebranding:
“Google, with an upper case G … it’s all grown up!”
“The lower case (previous) logo was approachable. With this new logo, Google has maintained its approachability, but made it more mature. More established. The colours and the playfulness with the dots has added to its “fun” nature … almost showcasing its “magic”. Turning questions into a found result. The use of an uncluttered, streamlined font adds to the contemporary nature … the G, unencumbered, is almost futuristic.
More importantly, I love the Alphabet name … the idea. It’s the basis of communications. With letters and building blocks, imaginations soar. What else can we develop? Where else can we go? It offers the ability of each letter to have its significant place in the sun!”
– Miriam H, Chief Creative Officer at 3H
“… suits their position as a search engine (wayfinding system)”
“Overall, it’s a thumbs up from me. The font they used is called Product Sans and was one they created specifically for the new logo and overall rebranding with the animated dots and icons. Similar to the new-ish Twitter icon, it was (mostly) created using only circles and semi-circles. I think it has a much more ‘current’ feel and suits their position as a search engine (wayfinding system).”
– Lindsay S, Senior Graphic Designer
“They’re still leading the way, now with their very own font.”
“It has retained its simple look and colour palette, while bringing a more accessible and contemporary feel. The font also has a uniqueness, a quirkiness, which demonstrates Google’s lighthearted, forward-thinking approach. They’re still leading the way, now with their very own font.”
– Jayne B, Integrated Marketing Manager
“fun and playful”
“I loved the way they presented it, the animation is fun and playful. I like the sans serif font more than the previous serif font. They’ve had the same logo for a long time. The previous logo was dated and the trend is towards sans serif fonts. Nice and chunky. It was a smart move since Google is now owned by Alphabet company. A new beginning for Google and the new logo is a great start.”
– Craig C, Senior Graphic Designer & Mixed Media Artist
“Just another logo”
“Just another logo. Cultural relevance? There’s a lot of talk about this, but I really don’t think it changes much.”
– Jason H, Photographer
“… reminiscent of the avant garde style of the TTC subway signs that came out in the 1950s”
“The new direction of the Google logo makes it easier to display on smaller devices, the switch from a serif to sans serif will make displaying on smaller screens much cleaner and simpler, it will also scale nicely. The thickness also lends itself to displaying more clearly on mobile screens. The change in the Google Icon, the New “G”, now reinforces the colour coding that Google has progressively moved towards, so now even the icon hints towards the growing suite of properties and product offerings. It seems to be a successful step in streamlining the branding of the complete picture of essential elements that Google is trying to put forward. I find it clean, modern and simple, reminiscent of the avant garde style of the TTC subway signs that came out in the 1950s and are still used for everything in the TTC Subway System. I like it.”
– Kyle M, Digital Designer
“Google’s big enough to be brave”
“Rebranding is never easy. You can’t please everyone and it always opens you up to negativity, particularly for a global giant like Google. Not everyone likes change but Google’s big enough to be brave. The clean, linear font ties in beautifully with the Alphabet name that came out of the overhaul of Google’s corporate structure. The company’s new url abc.xyz gave me a chuckle. Nice, clean, modern logo.”
– Mark A, Marketing, PR & Social Media Consultant
“It’s not a WOW logo, but …”
“It’s simple. The colours are very basic. It’s not a WOW logo, but I think that’s the way it should be for Google. Google is not just a company name, it’s a verb, it’s part of our culture. The logo doesn’t need to be beautiful, it needs to be recognizable and it still is. Just like ‘Google Doodles’, the logo gets changed in those but we always recognize it.”
– Yukari Y, Senior Designer
What do YOU think of the new Google logo? Does the crooked ‘e’ bug you? Let me know!
A HISTORY, FROM A TO … no Z, because Google is far from finished changing the world:
From Gizmodo … The Evolution of Google’s Iconic Logo
From Time Magazine … A History of Google Doodles
