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™.
Most business owners are very familiar with the “elevator pitch,” that short, succinct description of your company that you should be able to deliver in the time it takes to travel between floors on an elevator.
Over the years, working with various business coaches and mentors, I’ve received conflicting advice about the effectiveness of this brand-building technique. Where one advisor stresses the importance of committing a short, impactful speech to memory, another counters with a “throw out your elevator speech and just be yourself” mantra. While I can relate to both sides of this debate, a recent presentation from sales training veteran Tim Shaver made a very convincing case for the power of memorization.
At the most recent installment of the Nashville Area Chamber’s “Business Studio” series, Shaver related the compelling story of a business owner whose elevator-speech obsession led to his company’s first big breakthrough. With only nine employees, the firm was marketing what was then a new and cutting edge product – large screen TVs. All nine employee were required to completely commit that short speech to memory, to the point where it flowed as naturally as breathing.
I consider myself lucky to have grown up in a big, rambling house full of artists. As a kid, I’d shadow my stepmother and stepsister as they headed out for an afternoon of painting. I’d sometimes work on my own sketches and paintings, but I was just as happy to sit and watch them craft their beautiful watercolor miracles, with marshes and boats as their models. I was drawn to their process and to their focus. The whole thing was fascinating to me.
Here in Nashville, with outdoor, hand-painted murals going up all over town, I’m reminded of those days. Numerous groups and projects have come together to bring some world-class artists to town. Their murals bring a creative vitality and a sense of community pride to every corner of the city. They also afford all of us the opportunity to experience the vicarious pleasure of seeing the artist bring his or her vision to life in real time.
A recent New York Times article tells the story of Brooklyn-based Colossal Media. Created for major brands like Coca-Cola, Adidas and Spotify, Colossal’s hand-painted murals are as much about the painstaking (and costly) process as they are about the product they’re pitching. The aim is to establish authentic relationships with customers that appreciate handmade work created by genuine artists and craftsmen. But Colossal takes things a step further, bringing this age-old medium boldly into the present, filming the entire process and giving their clients time-lapsed videos to promote on social media.
“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.
We jumped at the chance to design the commemorative book for Alan Shuptrine: Appalachian Watercolors of the Serpentine Chain, an exhibition currently on view at the Tennessee State Museum. Shuptrine's nationally renowned watercolors and handcrafted frames pay tribute to the land and people found along the Appalachian Trail. Be sure to check out this amazing exhibit (and while you're there, pick up a copy of the Cronin Creative-designed book!)
With the tagline, "Life. Centered.," Cronin Creative's branding and marketing campaign showcased the upscale lifestyle and strategic location of this new apartment complex, located just outside of Nashville in Mt. Juliet, Tennessee.