At Cronin Creative, we leverage the power of great design and strategically targeted branding to break through the din and deliver clarity to the lives of our clients, their companies and their customers. We are designers, writers, creatives, and very good listeners. We are a company on a mission. Cronin Creative. Clarity By Design™.
I recently designed some type-driven marketing materials for an event honoring jazz composers. I love jazz, and I love working with fonts, so this was a fun challenge. In the end, the client chose a distinctly type-centric treatment utilizing a font called, appropriately enough, Eloquent. Kind of dressy with just a bit of attitude, Eloquent brought to mind the Duke Ellington, Miles Davis, and Thelonious Monk CDs that are always in heavy rotation in my house (and in this office!).
That melodious name – Eloquent – really speaks for all fonts. While most people don’t share my font obsession, everyone experiences the subtle seduction of typefaces on a daily basis. From signage to pop-up ads, from the restaurant you frequent to the car you drive, fonts have the power to stir emotions, passions, and ultimately to shape consumer perceptions and affect choices.
I’ve never made moonshine, but I did have a taste of it once. Just a sip, and that was enough. No doubt about it, that is some powerful stuff. It starts out as a pungent stew of rye, barley malt, yeast and sour mash. You can barely imagine that this mess will morph into a crystal clear, extremely potent concoction.
In developing compelling brand messages for clients, we go through a similar process, sorting through a wide variety of images, messages, and opinions, and chipping away to gain consensus and get to the heart of the story. We then go to work removing any element that isn’t essential to that story, to arrive at clarity, a brand message that connects and resonates with the right audience. Powerful stuff.
“With everything we’ve worked on together, there is a signature, definable Cronin Creative look, and I really identify with it. I consider them a part of the team.” – Shannon Pollard, Partner, Armistead Arnold Pollard Real Estate Services, LLC
“We lean on Cronin Creative to step up quickly. Because they truly understand SESAC, they’re able to turn the work around in a very timely manner. That’s huge for us.” – Ellen Truley, Vice President, Corporate Communications, SESAC, Inc.
“No matter what the assignment might be, whether it’s a last-minute thing or a higher-end project, Cronin Creative meets the deadline and brings an uncommon freshness and energy to the task.” – Steve Horswill-Johnson, Executive Director of Communications & Brand Strategy, Discipleship Ministries, The United Methodist Church
“When it was time to do our television show, Karen Cronin and I had already done a lot of CD packaging and books and side projects together, so I knew that the set for the TV show was just a matter of turning the wheel in yet one more direction. We had one conversation, and I knew Cronin Creative had it covered. I’m spoiled.” – Marty Stuart
We collaborate with the best and brightest to provide our clients with true brand clarity through exceptional design.
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