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Most of the marketing world is based on precedents. We base our metrics and budgets on prior years’ results. We schedule the same way — peak season and off-season, planning time, production time, media buying — it’s mostly based on what we did last year. Obviously, 2021 isn’t going to work that way. 2020 threw […]
In a world full of noise, how do you get people to actually read what you write? It takes more than good content and design. The most important part of writing is the headline. My advice? Be bold. Be brief. Be relevant. Because without a great headline hook to pull people into your article or ad, they’ll […]
What is a color scheme? As Dictionary.com defines it: an arrangement or pattern of colors or colored objects conceived of as forming an integrated whole As designers, we are trained to seek out color schemes to communicate an idea and to justify its use in our work, whether it’s a graphic logo, a painting or […]
What began as freelance project to illustrate a book cover turned into an opportunity to design the entire book. The owner of a small start-up publishing house, who is familiar with my work and has also bought a few of my paintings, asked me to illustrate a cover for a book she was putting together. […]
This reassuring advice was offered early in my career, as I sweated over every word of a telephone-banking ad. Fast-forward to Aloysius Butler & Clark. Since joining the agency, I’ve transitioned from a purely b2b writer to also being involved in healthcare and life science accounts. I’ve gone from promoting electronics, trucks, doors, chemicals and […]
Our client partners at Sartomer, a business unit of Arkema Inc., wanted to take a step back and look at their position in their industry — chemical ingredients for adhesives, inks, packaging, etc. As any good agency should, we started with research and in-depth interviews with Sartomer managers and customers in the United States, Asia […]
Though we all know about color — the ones we like and the ones we don’t like — color is often misunderstood. In certain combinations, colors can scream or whisper. This is because colors are influenced by adjacent colors. In our industry, designers understand how important color choices are. To the untrained eye, color choice […]
In 2009, there was a terrific documentary on advertising called Art & Copy. It’s an inspirational film that celebrates the most influential creative professionals of the past five decades. And there is something very telling in the title. Most of today’s creative directors rose out of the ranks of art director and copywriter — art […]
So, I’m driving along an unfamiliar country road enjoying the scenery when I approach a crossroads with a red octagonal sign but no words. What’s a guy to do? Instinct tells me to take my foot off the gas and come to a stop. This may seem like a no-brainer but there’s a reason for […]
