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™.
Back in my art school days in Manhattan, I was fortunate to fall under the spell of some truly great artists and designers. While many of those early inspirers have fallen off my personal radar, Ivan Chermayeff, who passed away earlier this month week at the age of 85, is one who continues to inspire and inform my design sensibilities to this day.
Chermayeff was an innovator and a risk taker. I remember walking into the Strand Bookstore on Broadway and stumbling into “Sun Moon Star,” his inspired children’s book, a collaboration with author Kurt Vonnegut. That oversized, artfully presented volume still has a special place on my office shelf, and as I paged through it this week, I reflected on Chermayeff’s work and his wide-ranging influence.
You’re probably familiar with the logos of Showtime, The Smithsonian, and New York’s Museum of Modern Art, just a few of Chermayeff’s iconic marks. Or maybe you’ve walked by that giant red number “9” at 9 57th Street, Chermayeff’s playful answer to the building’s elegantly sloping façade. Bold, beautifully simple, and tons of fun.
It’s been a while since a simple print ad has stopped me in my tracks. But the big black & white image of Taylor Swift promoting her new Reputation album really caught my attention. Wait, a big blaring advertisement for a new record on the side of a UPS truck? On the side of every UPS truck? That’s a bit odd. Which is exactly why it has had such an impact.
Not surprisingly, Swift and her marketing team tied their ubiquitous print ad to a sophisticated online promotion/contest around the artist’s upcoming tour. But they hooked us with a good old-fashioned, strategically and surprisingly placed print ad.
Actually, that approach isn’t so new. Back in 1925, the Burma-Shave company began advertising their “brushless” shaving cream with signs placed along the nation’s highways. After driving by five consecutive, rhyming signs, motorists were hit with the punch line, always containing the product name, on sign number six. Sales went through the roof.
“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.