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 can pack a bag like nobody else. I inherited this skill from my dad, who had an uncanny ability to fit huge amounts of stuff into a suitcase, a car trunk, a boat locker, or wherever.
When I’d pack up the family car for vacation, my kids used to just stand back and let me do my thing, marveling at my ability to get it all in there. My son Sam has inherited the family trait. You’ll find him tooling around Boston on his bike, messenger bag stuffed with gear, from laptop to extra layers to water bottle to the kitchen sink. That’s my boy!
That kind of efficiency and economy is essential to effective design. I love to create breathing room and allow the message to shine through. But every now and again I’m faced with a project that can’t be edited down. That’s when I call on my packing skills.
Adrian Frutiger died a couple of weeks back. You may not recognize the name, but chances are you’ve experienced the clarity of the deceivingly simple and iconic typefaces (including one named after himself) he designed over the course of his long and distinguished career.
“Frutiger is basically the best signage type in the world because there’s not too much ‘noise’ in it, so it doesn’t call attention to itself,” Erik Spiekermann, a prominent German type designer and friend of Mr. Frutiger, told the New York Times in a recent retrospective. “It makes itself invisible, but physically it’s actually incredibly legible.”
Here’s Frutiger himself from an interview on the Linotype Company’s website: “The whole point with type is for you not to be aware it is there. If you remember the shape of a spoon with which you just ate some soup, then the spoon had a poor shape. Spoons and letters are tools. The first we need to ingest bodily nourishment from a bowl, the latter we need to ingest mental nourishment from a piece of paper.”
“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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