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™.
Standing in the checkout line at my local grocery store the other day, I was struck by the magazines stuffed into the racks on either side of me. Fully a third of them sported headlines featuring lists –100 Best Beatles Songs of All Time, Hollywood’s Top Ten Leading Men, Five Ways to Lose Those Extra Pounds, etc. Just when I started wondering cynically to myself why people insist on having everything boiled down to something as simple as 1-2-3, I remembered what I was holding in my hand – a very long grocery list.
In the cluttered, crowded, media-mad world we live in, we need lists. Maybe that’s why they seem to be the number one way (oops, sorry) that people communicate in the blogosphere. Lists keep us together, on time, and on task, on a daily basis. They skim, they filter, they summarize, they distill. In a world saturated with more information than we can possibly begin to process, lists help us sort through the junk and get to the good stuff.
Lists also interrupt and engage on the newsstand. In a recent article in The New Yorker magazine, author Maria Konnikova suggests that sometimes it all comes down to numbers.
At Cronin Creative, we love our tagline – Clarity By Design – because it goes straight to the heart of our branding philosophy. So when I recently noticed an article entitled “Great Design is Invisible,” I had to check it out, and I’m glad I did. The insightful piece, written by Michael Wong (aka Mizko) for his blog (Mizko.net), explores the meticulously thought out design innovations behind Airbnb, Uber, Nest, and Disney World. It’s the innovative design operating in the background that makes these companies and their products so easy to use, so fun to interact with, and so phenomenally successful.
The most effective branding is similarly rooted in that kind of design. While never drawing attention to itself, great design presents the end user with a seamless-and-compelling experience while delivering a highly distilled, clear and compelling message. Whether it’s a product, a company, or an overall branding project, the goal is, as Wong says, “to create an experience which is so great that the design goes unnoticed.” In other words, Clarity By Design.
“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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