Every project brings a lesson. Every lesson contributes to perspective. The blog Re)verb is our perspective – on work and life. Be notified (through RSS) when it's updated. Be heard by posting a comment to an entry.
February 7, 2012
Saturday at Hamilton Wood Type
Visiting Hamilton Wood Type and Printing Museum is a designer’s dream come true. This museum / store / working print shop, located in Two Rivers, Wisconsin, has the world’s largest collection of wood type. Designers choose from over 1.5 million individual letters to form their designs, then mix ink and handprint with old letterpress machines. It’s loads of fun!
So what a treat when Appleton Coated offered to take the 2012 Design Council members to the museum for a day of printing. Following are some of the council members with their creations.
Bill Thorburn, The Thorburn Group, sharing ink colors and conversation.
Bob Faust, principal at Faust, working with supersized type.
Fossil's Tim Hale and wife Melanie, creating individual designs.
And me, working with overlapping colors and type.
December 28, 2011
Five years, five lessons
Today marks Resonance's five year anniversary. At this milestone, we thank our clients and partners for trust, collaboration and friendship. We also pause to reflect on some of the lessons we've learned.
We are more patient. Things don't always go according to plan. Projects often take twists and turns as they develop. We recognize this, plan for it, and help manage expectations to keep projects on track.
We are better listeners. Sometimes there is a divide between what we're asking for and what we want. Truly hearing what people want sometimes requires "listening" between the words. We know the right questions to ask to make sure communication is clear and complete.
We know when to turn a project down. In some cases, a client or a project isn't a good fit. Though it can be difficult to turn away business, we have learned that neither the client, nor the creative firm, benefits when the pieces don't fit together. Learning to pass up the wrong opportunities has helped keep us focused on the projects where we can have the most impact.
We keep a positive attitude. Every day brings something new and how you handle change can mean the difference between success and failure. It has been a wild, crazy and beautiful ride, and we wouldn’t change a thing. Every hiccup, every false start has made us the firm we are today, and we’re better for it.
We are committed to growth. The process of growth can be daunting, but it is also a critical part of expanding our expertise. We celebrate and welcome opportunities to become even better at what we do.
As our fifth year concludes along with 2011, we close one chapter and begin a new one. We are excited to continue our established relationships and hopeful that we will form many new ones in 2012. Happy New Year!
August 25, 2011
How print and paper support your brand
Resonance was invited by the Printing Industry Association of Georgia (PIAG) to speak to their members about branding, and more specifically, about how print and paper choices impact brand perception.
Some of statistics from the presentation* are strong reminders to all communicators and business leaders that print and paper selection remain an integral to brand presentation:
- 57% of respondents say that brands that use print well capture their attention.
- 73% say print sends a message that a company is durable and will be around for a while.
- 83% say they like print because they can keep it for future reference.
- 79% of respondents say that it’s important that the catalogs they receive be printed in an environmentally responsible way.
- 54% of them look for an environmental logo or message to this effect.
These findings remind us that printed materials communicate more than just the intended message we want our audience to read. Using print collateral can reinforce the perception that an organization is stable and transparent. Paper quality subtly tells us if the brand represents premier quality or a more cost-conscious organization. Paper texture can suggest a company’s personality. And associating the company with sustainability is something noticed and remembered.
To more closely align your organization’s print materials with the brand you want to convey, make sure you consider how their tangible aspects will be perceived by your audience.
* Statistics courtesy of a 2010 study by Yankelovich [a part of The Futures Company]
June 7, 2011
Blurring the boundaries with QR codes
Anyone with a smart phone can easily scan and read the seemingly ubiquitous quick response (QR) codes found on brochures and direct mail. Easier to scan than type in a URL address, these codes link consumers with websites and additional information about products, events and promotions.
- While helping a property management firm market a student apartment complex, we placed QR codes on brochures – and also on the outdoor street signage. Pedestrians can quickly access additional information and promotions as they pass the property.
- When an international aid organization asked for help creating an ad for the 2011 G8 Summit publication, we knew we’d have a multilingual audience, but limited page space. So we created the ad in English, but included a QR code with directions – in French – for French speakers to access a version online and also linked directly to the organization’s website.
Using a QR code in your marketing merges offline and online communications. It won’t revolutionize your sales or fundraising, but when executed well it becomes an additional avenue for your audience to learn more about your organization.
January 7, 2011
Turtle racing
At its best, design is …
- functional
- aesthetically pleasing
- inspirational
Tzvika, a turtle in Israel, was fitted with a set of wheels to replace hind legs that were mangled by a lawn mower.
Full story on MSNBC. Photo: Nir Elias, Reuters.
