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™.
As a graphic designer, I spend most of my day staring at the screen of my iMac, working on one project or another. But before I ever sit down at the computer, I sketch out my ideas using my trusty pencil and good old-fashioned tracing paper. Sketching allows me to try out lots of ideas and variations, to clear out the clutter in my brain until I arrive at concepts worthy of further exploration. I always stress to my designers and interns how important the pencil is to the creative process.
An article in this week’s New York Times Magazine (January 14, 2018) spotlights this most basic of tools in an article entitled, “Inside One of America’s Last Pencil Factories.” The story presents a loving homage to this small, but essential appliance. Christopher Payne’s arty, detailed photographs of the small Jersey City factory detail the handcrafting that goes into the pencil-making process. The graphic quality of the article’s accompanying photographs play to the simple, powerful lines created by pencils, be they words, notes, doodles, sketches or full-blown framed pieces of art.
I was a little kid with a big mouth when I first became familiar with the term “tone of voice.” My mom could only be pushed so far before she would lay down the law with an authoritative, “You don’t you talk to me in that tone of voice, mister!” It took a while for that lesson to sink in, but as a small business owner I’ve learned that the way you choose to say something is at least as important as what you’re actually trying to say.
We put a lot of time and effort into creating a brand message that we hope will help separate us from the competition and express what makes us the better choice. But how much time do we spend considering the “tone” of that message?
“Who you are” matters just as much to your customer as “what you do.” The tenor of your communications, the way you “speak” to that customer should be an ongoing concern as you build your brand. People have personalities; every one of us is distinctly different. That’s what makes life, and successful brands, interesting and memorable.
“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.