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™.
Sitting here in front of my computer I recently stumbled into this sleekly produced video from Allsteel for a chair they call “Clarity.” Like most people, I spend a sizable chunk of my life in a chair, and the word “clarity” happens to be part our company tagline and key to our branding philosophy. So I kept watching.
I was drawn initially into the video’s seductive juxtaposition of line and type, but it was product designer Patrick McEneany’s succinct description of the Clarity chair that really hit home.
“With Clarity we wanted to eliminate all of the unnecessary features and functions of the chair and really focus just on the pure, timeless, essential design,” McEneany says.
Here in the age of TMI, where we process an impossible amount of information on a daily basis, where we tend to skim rather than actually read, getting any complex message or concept across can be a challenge. People just don’t have the bandwidth to delve into the nuances and subtleties of a given subject, to truly understand what is being said.
We’re learning to cope, developing techniques and filters that help us overcome this information overload. One of those techniques comes down to pictures. Researchers have found that when we hear something, we’re likely to remember just 10% of what we heard three days later. Add pictures and that figure shoots up to 65%. There’s a carload of research to back up this phenomenon, which is called Picture Superiority Effect.
“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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