Logo design strategy: one of these yoga studios is not like the others (Part 1)

I recently had the opportunity to work on a new logo design for a small yoga practice. (FYI: Office yoga lessons are a great way to start the brand identity conversation.) I decided to document the experience from beginning to end in a two-part series, with some commentary peppered through out to give a peek into a designers process for creating what is arguably the most important (certainly ubiquitous) design element of a brand’s identity.

Read More

First Impressions: How To Introduce Your Product to The World

Q: I’ve created an amazing new product, but no one understands how it works. What’s the best way to educate and excite potential users?   A: We frequently work with large companies and start-up clients offering products and services that are relatively new to the world. But no matter how cool a product or service — […]

Read More

I Saw the Sign: Lessons in Creating Compelling Signage

About five days a week, I walk or drive through Capitola Village, a small town/tourist trap in Santa Cruz, CA that has attracted visitors for 200 years or so. Maybe more. And as summer grows closer, the number of tourists also grows. Getting through the area becomes a longer, slower trip. A slower trip means I […]

Read More

Millennials: Personal Branding Since Birth

Millennials get called out. A lot. In fact, “millennial” is almost a curse word these days. It’s become a signifier of petty, narcissistic behavior and an entitled attitude that’s apparent in our obsessive use of Facebook, Twitter, and Instagram. “No,” our elders say, “Not everyone wants to know you went to that ceviche restaurant again. […]

Read More

Marketing Professional Services, Part 1: Give Your People a Soapbox

Marketing professional services requires that you effectively market the brands of both the company and the skilled individuals that comprise it. Too often, I see service companies promoting themselves only as organizations and not as organizations AND a collection of highly talented individuals. Focusing on the personal brands of just the top executives is not […]

Read More

Fill Those Desks: Tips for Marketing Training Services & Seminars

This is the first in a series discussing strategies for marketing professional services. A young Harvard Associate Professor will garner instant credibility as an educator just by her association with such a prestigious university. But as her prospective students shop around for the optimal classroom experience, they’ll expect to learn more about her specific credentials […]

Read More
Page 1 of 212