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 | May 15, 2024 | Branding, Design
Full Circle
Recently, I’ve stepped back into a role that feels like home, and it’s made me realize my original career path has evolved, not ended; I’ve simply transferred my skills in new and creative ways. My career has taken me through advertising, TV and radio broadcasting, and into the world of entrepreneurship with a focus on retail and interior design. Now, I’ve come full circle, back to marketing and advertising as a Creative Brand Strategist. Though my path might seem unconventional to some, each step has refined and always included my core skill: branding.
Think of your brand as your favourite room in a space. With interior design, it’s all about setting the right vibe with colour and personalized touches that make it uniquely yours. A splash of colour can completely transform a space; similarly, a consistent and well-chosen brand colour makes your business or your brand instantly recognizable and relatable to your audience.
Now think about how a well-placed piece of art or a boldly coloured pillow can instantly make a room look fabulous and begin to establish a distinctive style. That’s the equivalent to a brand’s special twist—like a catchy tagline or a clever marketing campaign. These are the unique details that grab attention and make your brand memorable.
Foundational Work
Working with contractors over the past few years, I can say that building a brand is a lot like building a house. With branding, you need to start with a strong foundation; your brand’s unique selling proposition (USP). This foundational work acts like the main support beam of a house; it bears the weight and holds everything else together. Just as a support beam ensures structural integrity and longevity in a home, a well-defined USP strengthens all aspects of your branding—from product packaging and marketing campaigns to social media initiatives—ensuring consistency across all avenues.
My approach to interior design has always been through the lens of branding. It’s not just about choosing colours, artwork and furniture; it’s about helping clients articulate their personality and personal brand, reflecting who they truly are. This rule of thumb applies perfectly to branding a product or business. Finding your brands voice isn’t simply about how it sounds; it’s about expressing your brand personality in a creative way that resonates directly with consumers.
Maintenance is Key to Success
Just as a home needs some on going maintenance, your brand requires upkeep too. Refreshing your look or fine-tuning your message keeps your brand fresh and relevant. It’s all about evolving with the times in any field.
From broadcasting to brand strategy, and from running my own business back to marketing and advertising, my journey proves that once a brander, always a brander. Each phase of my career has been about creating spaces—physical or conceptual—that connect and communicate. And as always, it’s going to be fabulous.
by Miriam Hara | Nov 6, 2023 | Agency, Branding, Design, Marketing
As with everything else in the world of design, packaging design is where form marries function, and every detail counts. There’s an art and science to the development of packaging design. Given that it’s the constant reminder of your brand, it’s a crucial, yet often overlooked aspect of brand marketing.
Packaging is more than just a container for your product. It’s the first physical touchpoint between your brand and the consumer, and as we know, first impressions are hard to change.
Leveraging packaging for sales
So how do you create product packaging that not only protects its contents but also sings on the shelves and on line, standing out in a sea of competitors ? Let’s explore the fundamental approaches that can transform your packaging into a silent salesperson, in person and on line.
- Know Your Audience: The packaging design process begins long before the sketching stage—it starts with understanding your target audience. Who are they? What are their preferences, lifestyles, and values? A design that resonates with millennials might not appeal to baby boomers. Research and insights are the compass that guides your design journey.
- Brand Consistency: Your packaging is an extension of your brand identity. It should reflect your brand’s personality, values, and aesthetics. Consistent branding across all touch points reassures consumers and builds brand recognition. Whether it’s a colour scheme, logo placement, or typography, ensure your packaging is a visual ambassador of your brand.
- Simplicity and Clarity: In a retail setting, you have a few seconds to grab a consumer’s attention. Overly complicated designs can be off-putting. Your packaging should clearly communicate what the product is, who it’s for, and what it does. A minimalist design with clear messaging often makes the most substantial impact.
- Emotional Connection: Packaging that tells a story or sparks an emotion has a higher chance of being picked off the shelf. It could be through engaging copy, compelling graphics, or tactile experiences. Remember, people don’t just buy products—they buy experiences and emotional connections.
- Sustainability: With increasing consumer consciousness about environmental impact, sustainable packaging is no longer a nice-to-have—it’s a must. Consider eco-friendly materials and processes that reduce environmental footprint. A brand that cares for the planet is a brand that earns consumer respect.
- Practicality: While aesthetics are essential, practicality should never be compromised. Is the packaging easy to open, store, or carry? Does it protect the product effectively? Functional design enhances user experience, leading to repeat purchases and positive word-of-mouth.
- Innovation!: Lastly, don’t be afraid to break the mold. Innovative packaging can disrupt the shelf, draw attention, and create buzz. Explore new materials (eco-friendly is a must!), shapes, and interactive elements. Remember, the only limit to creativity is your imagination.
Packaging design is a holistic discipline
Strong packaging that combines consumer psychology, brand storytelling, aesthetic appeal, and functional design. It needs to create a 360-degree brand experience that begins the moment a consumer lays their eyes on the product. So, the next time you’re crafting a packaging design, remember these principles. Let your packaging sing its own unique song, loud and clear, amidst the symphony on the shelves.
Are there any brands that have transformed their packaging to an art form that performs on shelf? Share them here!
by Miriam Hara | Jul 13, 2023 | Branding, Design, Marketing
The influential role product packaging plays in expressing a brand’s identity and values can never be underestimated.
Impactful packaging design is not just about the visuals; it’s also about how effectively it communicates and ‘walks the talk.’ Effective packaging design hinges on several elements. As with anything design or marketing, it should be clear and simple. Customers should understand the product’s purpose, its target audience, and its benefits at a single glance. And more so than ever, in today’s world, honesty is critical.
Apply the “Do No Harm” rule
A package design should not over-promise and under-deliver because this can and will harm brand loyalty. Packaging should accurately represent a brand’s personality. Whether the brand is fun, sophisticated, or quirky, this should shine through in the packaging design. An emotional connection between the brand and consumers is vital, and that often starts with the packaging.
For certain sectors like food, packaging also serves a regulatory role. It needs to comply with the legal necessities of displaying nutritional information and ingredients, which also adds to the brand’s transparency and trustworthiness.
Sustainability in packaging is the new language that your brand must speak, loud and clear.
In the context of the ‘Do No Harm’ rule, packaging must also respect the environment. Sustainable packaging is no longer a ‘nice-to-have,’ but a ‘must-have.’
This calls for a shift towards materials that are renewable, recyclable, or compostable, reducing the ecological footprint. A commitment to sustainable packaging demonstrates a brand’s awareness and responsibility towards the environment, which in turn resonates with the increasing number of eco-conscious consumers. It’s the embodiment of doing no harm not just to your customers, but to the world we all share.
Impactful packaging design, on shelf and on line
Your package design should create impact and command attention, regardless of its location on a store shelf. It should be noticeable and compelling, whether viewed from the top, middle, or bottom shelf. Knowing the placement and position of the brand upfront should weigh into the design of the package. If the brand is positioned on the bottom shelf, the package has some heavy lifting to do. I needs to perform in ways that if the brand was at at eye level.
And know, packaging must also perform virtually. In today’s digital age, the impactful design stance applies to both physical and digital spaces. A brand’s packaging should stand out just as effectively in online marketplaces, maintaining clarity and appeal on any screen size.When it comes to online retail, packaging needs to remain compelling even in the absence of physical interaction. Detailed images and descriptions should help guide the customer’s decision-making process.
Let’s talk about the ‘in’, ‘out’, and ‘on’ of the package
The ‘in’ is about the product itself – it must be of high quality and meet the expectations set by the packaging. The ‘out’ pertains to the external design – the colours, typography, and imagery that should correspond with the product inside. The ‘on’ relates to communication – brand logos, essential information, and the overall message conveyed to the consumers.
All these elements play a vital role in ensuring the brand ‘walks the talk’. Advertising and messaging may initially draw the consumer to the brand (‘the talk’), but it is when they pick the product off the shelf that the brand needs to deliver on these promises (‘the walk’). Any discrepancy can confuse customers and damage brand integrity.
To ‘wrap up’, excuse the pun, crafting impactful packaging design is a delicate balance of aesthetics and strategy, creativity and clarity, and critically, promise and delivery. It’s not merely about standing out on supermarket or pharmacy, any retail shelves or online platforms. Packaging is about consistently representing the brand’s identity, values, and promises. Essentially, it’s about ensuring that your brand not only talks the talk but walks the walk.
Please let me know your thoughts on packaging and what it needs to deliver. Let’s talk!
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.
