Tag Archives: Brand Atmosphere


NGF

Brand Atmosphere for Nikolaus Geyrhalter’s monumental documentary ‘Our Daily Bread’.

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Overture Films

Special Event Invitation for film production and distribution company and former subsidiary of Liberty Media and The Weinstein Company, Overture Films.

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Martian Ranch & Vineyard

With a new winemaker on board the mother ship, FINIEN was sought to design a special edition label series for long-term client, Santa Ynez winery, Martian Ranch & Vineyard. An inspired naming scheme for each varietal incorporated with whimsical hand drawn typographic metaphors creates a lasting impression for wine consumers who are known to have a hard time recalling what wine brand they consumed the night prior. The stark contrast and unique color scheme combined with the tongue-in-cheek names will make the 2011 Martian vintage pop off the shelves and remain on audiences minds for light years to come.

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Aszure & Artists

Media Kit For Dance Company Aszure & Artists.

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Palihouse

Collateral for West Hollywood’s boutique urban lodge Palihouse.

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KISS 3 times during your next marketing effort

Creating a brand is only half the battle. Now you have to continuously keep building it. Over time, your brand requires carefully and well orchestrated crafting of one consumer message and marketing piece at a time. The truth is, this is where brands usually lose focus very early on. It’s time to KISS and make up. Our version of KISS (Keep it simple, stupid) is: Keep its soul, stupid!

As I have declared the death of the style guide in an earlier post, now that the brand is on its own two feet, there needs to be a constant reminder of why your brand came into existence in the first place. It’s about your brand’s soul and with all the talk about metrics, ROI and the latest shiny marketing gadgets being rolled out in front of your eyes, one tends to forget the why and instead focuses on the what. The what can feel like the sexier, easier and, often times, safer choice.

It is important to consider how a short-term campaign fulfills your brands’ values while also serving its long-term goals.[Click to Tweet]

In a recent client meeting discussing creative round 1 of a website launch, the Marketing Team proudly shared our work for the first time with the CEO. She was delighted with the strategy and visuals, but having users go through a pop-over opt-in form prior to entering the site made her pause. ‘Whose decision was it to make the user go through this step prior to seeing our landing page?’, she asked, ‘Who was involved in that decision outside of our Marketing Team?’ The room fell into complete silence. For the duration of the project, the Marketing Team had been pushing for the form to take over the site prior to entering the site’s full content, in the hopes of receiving immediate ROI on the project upon launch. After a long pause, the CEO said ‘The only people who will like this idea is Marketing.’ It was an awkward, yet powerful moment as everyone in the room realized their error. If your project’s success is primarily measured by conversion rates, it may seem like a logical conclusion to push for the opt-in screen. However, this is the moment you lose sight of your brand’s soul. You no longer have your customer in mind first and foremost, instead your focus drifts towards your own success. That’s the time to take a step back and look at the brand’s broader success metrics, instead of the project brief.

In your next creative marketing project, we suggest you schedule 3 milestones labeled as “KISS” (Keep its soul, stupid) for the purpose of ensuring that your project stays in line with the brand’s soul. It is important to consider how a short-term campaign fulfills the brands’ values while also serving its long-term goals. Labeling them as “KISS” milestones will serve as a reminder of the true goal of the task. When it comes to brands, let’s keep its soul, stupid.

FINIEN