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™.
“Whatever you believe about yourself on the inside is what you will manifest on the outside.”
Whoever originated that maxim probably wasn’t thinking about branding, but he or she could have been. While many spiritual practices have a version of this statement at their very heart, the lesson is relevant to any company wanting to establish an authentic, sustainable brand in an overcrowded market.
In her book, “What Great Brands Do,” author Denise Lee Yohn details seven key principles that are implemented by the world’s most successful brands. She tackles the first and most important of the seven in the books’s first chapter, “Great Brands Start Inside,”.
Research tells us that staffers at most businesses think of branding as the purview of the marketing department, but successful companies know that a powerful, authentic brand is rooted in the DNA, the very culture of the company.
Color. As a graphic designer, I am inspired by color on a daily basis. It’s a key element in everything we deliver. We look at color trends to keep our work and our clients’ messages current, hip, and relatable. Of course, we also consider the kinds of classic colors that tend to communicate tradition and/or stability.
Color plays an integral part in the integration of design, triggering emotions and creating perceptions around a brand. A prime example would be the blue in IBM’s iconic logo. The color has become so closely associated with the computer giant (aka “The Big Blue”), that other businesses and financial institutions have adopted the same shade for its association with IBM-like innovation and longevity.
An essential resource for color and color trends is Pantone, an industry-wide, color-matching system for designers and manufacturers. The Pantone swatch book on my desk is one of my most frequently used tools.
Every year during Fashion Week, Pantone releases a “Color Report,” which selects 10 trending colors, with one color selected as “color of the year.” This year, we were tickled to hear, the chosen color is “Greenery,” a Pantone-perfect match for the Cronin Creative logo color. We’re trending! Who knew?
“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.