Clarity In Carolina

We paid our first-ever visit to Charleston, South Carolina for a family wedding this past weekend, and took the opportunity to soak up some of the history, the people, and the good food of this beautiful city.

Charleston offers a uniquely laid-back southern charm, and doesn’t shy away from its unsavory history as the center of the slave trade. We always try to visit one museum when we’re in a new place, so we walked through the palmetto-lined streets (dodging tourist-laden, horse-drawn carriages), to the Gibbes Museum of Art.

The Gibbes Museum explores the unique-and-evolving aesthetic tastes of Charleston and the American South through paintings, sculptures, miniature portraits, decorative art objects, and multi-media installations. Ranging from the Colonial period to the present, the work on display at the Gibbes Museum provides a clarity and perspective that no tour guide could match.

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Are You Content With Your Content?

“A sentence should contain no unnecessary word, a paragraph no unnecessary sentence, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.”

The above quote is from William Strunk, Jr.’s “The Elements Of Style.” That classic writing guide was published in 1948, and that advice rings truer than ever for anyone trying to communicate a brand message in today’s overcrowded market.

Here at Cronin Creative, our tagline is “Clarity By Design,” and, as we work with companies on all aspects of their branding, we know from experience that clear, concise writing should always play an integral role in the overall design. In an age where people are far more likely to watch a video than they are to read, drawing them in with compelling copy is more is more important, and more challenging, than ever.

Here are a few tips on writing to grab your readers and keep them engaged.

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4 Tips For Big-Picture Marketing

In building a business, establishing and communicating an authentic brand message to a targeted audience is essential. Positioning your company in front of the right customers is the job of marketing, and a multi-tiered marketing plan will help to highlight the differentiator that makes your company special. As you descend into the inevitable marketing-plan minutiae, Read More

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Clean Out Your Attic!

It’s that time of year again. Summer’s over and the temperature in my attic has officially dropped below 100 degrees. I went up there last weekend and went at it –tossing away lots of unneeded stuff, ranging from old kid’s clothes to busted stereo gear to a couple of worn out chairs. It felt good to just throw this stuff out and reclaim a formerly cluttered space.

In our jobs and in our lives, our brains can become a lot like that attic. A few months back, wrapped up in the laundry list of challenges associated with owning a small business, I found myself waking up in the night thinking about work. Not good.

After returning (and recovering) from summer vacation, I revved up my workout regimen. I also decided to reinstate a long-lost personal routine. Rising with the sun, I sit down to write what author/creative coach Julia Cameron calls “morning pages.” I basically “clean out the attic,” writing free-form to create some mental space, find some clarity, and quiet the constant chatter going on up there.

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Site Lines

When we’re approached by clients thinking about building a website for their business, whether it be new site or a refresh of an existing site, the first question we hear is, “Where do I begin?”

In his recent article, “Designing A Small Business Website: Wants vs. Needs,” posted on, author/blogger Karol K provides some clear answers to that sometimes difficult question.

Content-wise, K recommends a less-is-more approach, while stressing the importance of keeping the overall site “clear and simple,” to better capture the essence of your business.

We couldn’t agree more, and we were struck by how the author’s points applied equally to website design and overall brand building.

It’s a long read, but worth your while if you’re getting ready to build that all-important website. Look it over, and when you’re ready to roll, you know who to call!

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