Look Like You Mean Business.
This tagline refers to what I do for firms I work for, and what I try to do for myself:
Represent yourself as a professional of the same caliber as the best in your business.
Because, until or unless you prove otherwise with your Brand’s visual identity, you ARE the best in the business.
Here, we’re starting with a quick Case Study on a magazine ad I art directed…and learned from. Below that are links to more samples.
Learning “creative improv”,
a case study
NEED
As Art Director at EP Henry Corp.—where I designed dozens of ads to cover our regional design magazines, web sites, and the trades—I loved an installation (we made paving stones, a dramatic upgrade to concrete sidewalks and driveways) that was done in a location close to the office and brought to our attention by an installer of our product, so I set up date for the shoot.
I had designed an ad that could be modular (sure, women ride motorcycles!), and would make our paving stone products more personal than just “real estate” shots.
NEXT STEPS
I designed the ad with space for a personal family inset image to change the trajectory of the “brand promise.”
Went out to direct the photo shoot: perfect day, clear blue sky (the sky color isn’t retouched, although the blue sky reflections on the 2nd floor windows are).
After setup and polaroids, we were ready.
THE WRENCH IN THE WORKS
So…right then, up came our smart aleck (and great) VP of Sales & Marketing, Mark, on his motorcycle.
Parked it right in the middle of the perfectly-clean driveway shot, with the question, “Hey, you guys taking pictures here, or sumthin’?”
The crew and photographer looked panicked.
THE SOLUTION
I took a look, and realized that Mark’s 1500 cc Suzuki motorcycle is probably exactly what would be in the garage of this suburban home.
“Polish the chrome, and let’s shoot it.”
After looking at the final shots, the “Dad” version is the one I chose to run in all the regional magazines on our usual list in the Mid-Atlantic region.
THE OUTCOME
The ad ran in multiple regional publications, and the “personalization” change in our campaigns was noticed, and had people thinking about their personal connection with the product, not just the old version of “processing customers”, as I call it.
Sales warmed to the direction, clients warmed to sales, and plenty was learned by all.
I’ll admit to being a Graphic Designer.
Some tell me that a lot of what I do is Art Direction.
Doesn’t matter.
It’s what I’ve been doing for 10+ years, and I call it Graphic Design.
If that sounds like what you came here for—professional Graphic Design and more—get in touch!
