Wrapped up in the day-to-day workings of their companies, many business owners fall behind in keeping things fresh and staying “on brand.” It’s a good idea to step back and take that helicopter view of your business on a regular basis.We perform this kind of assessment, or “brand audit,” for our clients all the time, usually as part of a full-blown branding or re-branding project. It’s a deep dive into the elements of the brand, measuring internal and external perceptions, and designed to better align the company, its employees and its customers. And it works.While we love helping clients with all of the above, we know that a quick “self-audit” can be helpful in keeping a company on message and on target. It’s good to regularly check the health of your brand and where exactly it stands in an overcrowded marketplace. Below are some simple and powerful ways to do that.Read More
Fonts and I go way back. From my earliest art school days, typefaces, and all that they convey and represent, have just captivated me. Different typefaces can express different eras, as well as countless moods and personalities. In short, they elevate and illuminate the words on the page.Back in those pre-computer days, before Microsoft Word lived on every desktop, knowledge of fonts was limited to graphic designers, printers and the like, and not yet part of the larger culture. But these days, when I mention Times New Roman or Garamond or Helvetica, people actually know what I’m talking about.
Even though I’m an admitted font snob, I was recently reminded that I still have a lot to learn about my favorite typefaces.
At the dawn of his career, pop art pioneer Andy Warhol went to work as a magazine illustrator, eventually going on to become one of the most successful commercial artists of the 1950s. Early on, Warhol learned that effective “commercial art” occupies that sweet spot where art and commerce dance together, and he continued to freely combine those two disparate worlds in his most iconic work.Before establishing her own acclaimed design studio in the early 1980s, graphic designer Jennifer Morla served as art director for Levi Strauss & Co. Looking to bolster the brand against newer, hipper competitors, Morla concocted a campaign featuring several noted artists, including Warhol (himself a Levi’s wearer) to create original art for an ad campaign.Read More
Most business owners have heard the advice: Don’t’ spend so much time working in your business that you forget to work on your business. In this case, the word “business” is pretty much interchangeable with the word “brand.” And yes, it’s challenging to make the time to build a brand that feels authentic and is built to goes the distance.But if you put the time in, the payback is a powerful tool that can do a lot of the heavy lifting for you when it comes to differentiating your company in a crowded marketplace. Below are just a few of the ways your brand can work for you and your business.Read More
Whether it’s the creation of a logo, a website, or a full-blown branding project, there are common techniques that we apply to all the tasks we undertake at Cronin Creative. The deliverables may differ, but the tools and the methodology remain the same.
At the moment, in addition to the project types mentioned above, we are working on the design and production of three books and a glossy, quarterly magazine. This stuff is especially close to our hearts, because it takes us back to our roots in the magazine business in New York City.
As with the design and branding processes, there is a method and an order when designing publications. We’ll call it “flow.” It’s important to strike that delicate balance between attention to detail and keeping a constant eye on the “whole,” the overall dynamic of the final product. A logical flow is essential to effective messaging.Read More