spring 2012 news: cut the ____

In marketing and design, we are often asked as part of an basement our opinions on client's current marketing. Usually at this point our clients realize that something isn't working, and that something needs to be changed. What stays, what goes, and what evolves is part of the conversation.

And we are honest. Sometimes it's easy. An identity designed during a period of time, that fell into trends, because "everyone else was doing it" is easy. If you don't believe me, think of the 90s and all those swishes in logos out there. Now, great marks can last a long time. Think CBS, Nike, IBM, Apple. But even those evolve at some point to reflect the current times and positioning of the companies. Things change. Evolve. What worked at one point may not be working now.

Which is why I'm saying: cut the____. What do you have that doesn't serve a purpose? What can you get rid of or change that will make a difference? Maybe it's a small change. Something that will take you in a new direction. Maybe it's big. But ask yourself this: what is there to loose?

to much visual clutter

Big fans here of minimalism. Everything should have a purpose. If it doesn't, get rid of it. In case you haven't noticed, our attention spans are getting shorter. If you're going to make an impact, make it quick. Before people have moved on. To much clutter and your message might be lost.

don't over do it

Don't over design. "With the increasing emphasis on design in the world today, it's important to avoid the 'over-designed syndrome... A simple, well-thought-through, authentic design is often the best. Everything doesn't need to be redesigned; sometimes what we have in hand is better than what we seek. It's not all about being different; it's about being better." Read the full article 9 Principles For Great Branding By Design.

get less involved

Staffs are smaller. Time is precious. You're doing more with less. So ask yourself, do you need to be in every meeting? Who really needs to be involved in a project? Are there to many cooks in the kitchen? Keeping the process streamlined keeps it easier to manage.

those nice offices come with a price

I know professionals that no longer have a desk at work. Not enough desks for employees. They get a locker, and it's first come first serve. At the end of the day, it's pack up and go. Others work in beautiful offices with paid lunches. Whether it's high rent that will be passed along to the client or it's expected that employees work through lunch, there's a cost to that. It's the price of doing business today. But it doesn't work for everyone. By looking at how our partners work we can also get an idea of how it affects the way we do business. Companies that respect and treat their employees well are the kinds of companies that we like to work with. Keeping it lean doesn't mean you can't be grounded. We believe in giving back. Putting good out. And making a difference.