Branding

Branding isn't a logo or a corporate color palette. It is what an organization IS. The brand of an organization is formed by its character, its behavior, the way it talks and walks. Ultimately, the brand is how the various audiences of that organization perceive it to be. At the risk of sounding new age, TRUTH is at the core of branding. You can want to be an innovator, you can say you're an innovator, but it won't stick as part of your brand unless you truly are an innovator.

Branding initiatives for companies can take many forms. It can be as simple as creating a visual look and feel that viscerally communicates the company's persona. It can be as complicated as a full blown review of procedures, policies, products and services and taking actions that alter core behaviors. Initial steps might include client/customer surveys, internal audits and surveys, and/or communications audits. When needed, I work with PhD researchers to gather data that is useful and accurate. For smaller companies, or to meet budget constraints, this information can be assembled anecdotally.

The goal is to assemble four snapshots: how the company perceives itself, how true that perception is, how the audiences perceive the company, and how true those perceptions are. Add to that mix the target for where the company wants to be. Given this information, we can help prepare a strategy for alignment and accurate reflection of the brand and a plan of tactics to accomplish the strategy.

Design

If written language could perfectly communicate all of our ideas and emotions, we wouldn't need design. The power of excellent design lies in its ability to communicate non-verbally. Not to mention its ability to get someone to read the carefully crafted words in the first place. My approach to design starts and ends with concept. Nothing is gratuitous. If it doesn't support the concept, it doesn't go in. I don't design to please myself, I design to get an idea across. Succinctly, elegantly, boldly, intelligently.

Time is short in today's message-crazed world. You literally have a second or two to get in, get out, and leave something of value behind. I respect the audience, and strive to create visual messages that carry value, messages that don't waste their time.

From brochures to logos to websites, anyone who devotes even a minute of their time to your offering will appreciate a good experience. And they deserve it.

Photography

Photography is a powerful means for visual expression. Whether that expression is of an abstract concept or the simple depiction of a widget, photography can inject emotion into the literal or vice versa. It is a versatile tool, capable of a broad range of graphic style, personality, and documentation. Photography plays an important role in my design practice. I shoot many of my assignments myself. It is the most efficient path for turning the concepts in my head into refined solutions. In addition to shooting for clients, I am an active photographic artist. My work in this arena has an international following, and has been collected, published and exhibited all over the US as well as in Russia. Whether I am shooting to make art or to convey ideas for a client, my artistic sensibilities and my design communication skills are both in play. My passion lies in finding ways to get across an idea clearly and compellingly.

Writing

I very much doubt that a picture is worth a thousand words. Might be more, might be less. What I am sure of is that the right words can make a profound difference. Your audience doesn't want to spend a lot of time reading your precious message. Make your words charismatic. Make them count. Nothing is worse than a parade of adjectives that fail to honestly describe your offering. Your website or ad may reach millions, but it talks to them one at a time. Speak to the individual in a way that respects their time and their intelligence.

Words are a key component of all visual communications. I hire known writers I trust and respect for the bulk of the load. But the conceptual words are something I personally take on with passion. I've written countless taglines, theme statements, and intro copy. I've also helped organizations write and edit their branding statements, mission statements and helped name companies, their divisions, and their products.