Follow up

As many who know me personally and professionally, I'm a mix of traditional and modern. Not just in my design work, but also in the way I approach life. And like many professionals, the computer is a tool that we can't live without. But it's not our only tool.

I often discuss the importance of making a connection, in a traditional way. That we're bombarded with constant contact and the ability to reach someone in a fraction of a second. A phone call doesn't go through in a second and we think there's something wrong. An email goes unanswered for a few hours, HOURS! and we go nuts.

To center myself and disconnect/reconnect I took up yoga a few years ago. And before long, I found myself working with a variety of health and wellness companies as well as Yoga Studios.

And while I love being connected to a virtual yoga world through facebook, I was pleasantly surprised when after taking one class from a new studio, I received a hand written letter. ON STATIONARY. And with a card. And I thought, now that's a way to make a connection.

Here's hoping that 2012 brings you some great connections.

New ways to reinforce your brand

I've noticed a trend that companies are use some less than traditional ways to market. Using humor, personality, and a sense of community, traditional print and now even traditional online marketing are not the only options. And while my own personal design philosophy is not the in your face style of guerilla marketing (check out some amazing ideas), I love an opportunity to reinforce a company's presence in ways that really reflect the business and people who work with them.

Take for example these laptop skins, recently designed for SWC Technology Partners. Instead of just plastering a logo and web address, which so many companies do, they wanted to focus on the individual who uses them. We came up with a list of some fun questions that each employee would answer, as well as supplying three photos. We converted the pictures to black and white, for a more uniform look, knowing that the quality and style of images would vary from person to person. We also played with the tagline, adding people to the front. Putting people before business, technology, success says a lot about the company. And they company they keep.

Visualizing Your Company: The Branding of Yoga

An overview from the Yoga Journal Conference presentation: Visualizing Your Company: The Branding of Your Business

A hot button for some, the business of yoga is a much discussed topic in magazines, journals and blogs today. While some are bothered with the commercialism and recent popularity, others argue over whose yoga is better. But I'm going to step away from all that. Because that's not my business. My business is branding, with a special emphasis on health and wellness companies. And what I see is competition.

Along with the huge boom and popularity comes a marketplace flooded with options. Which is fantastic for the students. More styles, teachers, times, and studios to choose from then ever before.

But what about if you own the studio? How do you "compete" for clients? A word often shunned in the practice of yoga, but necessary when talking about your business. Any business.

The reality is, with all the social media out there, websites, and daily deals, how do you not only survive but thrive?

Ask yourself the following questions. And then move on. After all, it's yoga.

Websites are often the first introduction someone has to your studio. Does it accurately reflect your space and what you have to often? When you enter the site, is it a place of calm or chaos? How are you using color? Are you using photography? And if so, does it reflect that kind of classes you offer. Nothing can scare off a new student like seeing someone on the home page in an advanced pose. But if that's what you offer, than go ahead and show that.

Are you using social media? Building a community in the studio is one place. But getting online is a great opportunity to keep your students (and new potential students) up to date on classes, promotions, etc. And all it costs is time. Take photos of events, share, and promote. Get people excited, even when they can't make it to a class. It's a great way to stay connected. Start a dialogue. Ask for feedback. Create a space that people can come to as a resource.

Email marketing is another fantastic way to keep your students up to date. But be careful. Don't send them out to often. To much, and you might just risk going right into the trash box.

Daily Deals. What can I say but be careful. While for some companies it's a great opportunity to create awareness in a market that can target a huge population that otherwise wouldn't know about your studio, you also risk the possibility of getting those students that will not return. And watch how much you discount. Keep in mind that many of the daily deal sites are negotiable with the terms.

Podcasts & youtube are great ways to keep your students practicing, even when they can't make it in. All you need is a video camera and the ability to upload file from your computer. While it will never replace going to a physical space, like all the above suggestions, it's meant to keep your students connected. Even if it's virtual.


For something to think about, check out this video.
http://winterandconstruction.com/journalvideo.html
winter and construction design: design grounded in strategy

When it's time for your own refresh

refresh is now all white

All brands evolve, even those that specialize in creating them.  So recently I became my own client.
And I went through the same process that I go through with my clients. What's working, what's not. What I like, what I don't. Who my audience is. And quiet a few more conversations that take place when you're looking to make a change in the way you present your company.

For me, a big part of my own evolution was pure and simple. Readability issues on my website with a black/colored solid background. I also wanted to focus more on the work that I did for my clients, and not my own brand. I wanted my website to be clean, simple, and elegant.

So what did this mean? For winter and construction design, it meant keeping color limited, as well as streamlining the entire site. All my content is the same, but it's easier to follow, easier on the eyes. I kept to my color palette of orange and gray. And to compliment that, I used the same photography, but in black and white.

Sometimes a change is what's needed to keep moving forward. To grow. And look for more changes to come. Some exciting things are happening for us. This is only the beginning.

Looking the other way

When I work with clients, often they point to other similar businesses as a guide to how it's done within their own group as far as marketing goes. Then there was ElderOptions. As we went through the discovery process, and looked at what other agencies were doing, we went the opposite direction. While for some there is comfort in playing it safe, looking at what others are doing as a benchmark, this company choose to look the other way. They wanted their image to reflect a more intimate, personal, and positive direction. And I think they're doing just that. They really are staying true to their promise: changing the way we see old age.

Take a look at their site: http://elderopt.com/

Now take a look at the others. And ask yourself, "How do they make you feel?"

http://www.caremanager.org/
http://homecareassistance.com/lp2?gclid=CJCA7b72u6sCFQ0CQAodyhWMvA
http://www.rgcmgmt.com/

What a statement for a drink

The packaging is what first caught my eye. Then the name. And the messaging.
Enlightened. Followed by Reawaken. Rebirth. Repurpose. Redefine. Quite a lot of promise from a beverage. But who knows. I feel this way about coffee.

Does social media have an expiration date?

Google+. Amazing interface. Gorgeous I would say from a design point of view. And as a tool to organize your relationships, incredible. But I'm not ready. Not there. Still telling clients to "follow me on twitter". Over liking on Facebook, but I still have a presence. I've been more active on Linkdin lately. But I just don't have time to put into creating new lines of communication today. Not today. Today I'm busy writing thank yous. By hand, not by email. To busy thinking of campaigns that will connect a non-profit to potential fundraisers. Something that will last. A year, two. Maybe longer. As a designer my goal is to create lasting impressions. Tell a story. And when I look back, good storytelling never goes away. It just comes back in 3D.