Corporate Creative :: Design Articles for Business

Consumer Psychology, Design and the User Experience


usabilityCompanies hire corporate designers to craft solutions that clearly and memorably communicate their brand’s message, directly to their market. They understand that without a full comprehension of consumer psychology and the user experience (UX), they may as well be chucking paint into a corner.

Effective strategic design is somewhat like a composition written for a symphony orchestra, in that it requires several instruments working symbiotically in order to achieve the desired result.

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Posted in Branding, Business, Marketing, Tips, Trends, Web Design

Web Design Anatomy: Restaurant Websites


Any professional will tell you that design is pointless without context. This is especially true in the design of a company’s website.

Even if you have no interest in design theory and fundamentals, for the sake of your business there is one point that should never be forgotten: the purpose of design is communication.


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Posted in Branding, Business, Case Studies, Issues, Marketing, Retail, Technology, Tips, Trends, Web Design

The Brilliance of Braun


braunOne of the most influential brands to come out of the 1970′s has got to be Braun. Not to be confused with the Braun we know today – after being acquired by P&G they became bland, dull and ultimately meaningless. No, the Braun of the seventies was a design powerhouse, producing some of the most iconic everyday pieces of consumer electronics ever designed.

Led by Dieter Rams, the Braun of the seventies embraced a design sensibility that was both minimalist and modernist-inspired, leaving us with a collection of timeless pieces that are fast disappearing into the homes of collectors worldwide.

Though product design is slightly removed from what we do at Sage, their approach to what Rams called ‘Good Design’ translates quite well.

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Posted in Branding, Business, Innovation, Tips, Trends

Branding Beyond Design: Content & Context


 One of the biggest mistakes made by business owners and inexperienced designers is to attempt to build a brand in a vacuum. It may seem a bit odd to hear this coming from a designer, but to focus on visuals alone is foolish.

Unfortunately, the design field is filled with people who don’t know what design for business really is – and they’re selling this lack of context to business owners taken in by a flashy (but ultimately meaningless) portfolio.

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Posted in Branding, Business, Tips

Corporate Identity Series :: Your Tagline


Writing a SloganYou’ve spent countless hours coming up with the perfect name for your business. It’s unique, brief, descriptive, and expandable. Beautiful. The next step is one that is often given a bit of a short stick… after all that brand naming wordplay, you now need to come up with a short, positive and catchy slogan for your business.

Many people are simply tired of words at this point. And that’s fine, but your tagline is important enough to warrant your full attention. So take a break, and come back to it when your mind is refreshed.

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Posted in Branding, Business, Tips

30 Little Things That Mean More Than You Think


30 Little ThingsLife is all about the little things.

I often wonder why so many of the business owners and brand managers who approach us are so obsessed with the overall machine, without giving so much as a nod to the cogs that make it work. I’m not talking about employee recognition here (that’s another topic entirely) but rather, the less tangible qualities that impact the customer’s experience in doing business with you.

How many times have you avoided returning to a restaurant with a shoddy bathroom? And how wonderful is that free tea or cappuccino at your favourite spa?

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Posted in Branding, Business, Tips

Corporate Identity Series :: Naming Your Business


Naming Your CompanyIn today’s highly competitive environment, the strongest brands are the ones that transcend the products and services they represent, and form a solid connection with the consumer.

While new business owners invest substantial amounts of time and resources into product and concept development, package design, advertising, PR and distribution, the act of choosing a name for their brand is often treated as an afterthought. As a result, we end up with generic and damaging brand names like ‘x place’ or ‘y barn’… or names that are already shared with dozens of other companies.

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Posted in Branding, Business, Tips

Building a Brand based on Trust and Authenticity


CredibilityThe fields of branding and marketing have a credibility problem.

More often than not, consumers associate brand-speak with trickery, exaggeration, misdirection and outright deception. The sad thing is, I don’t blame them. A lot of brands are disingenuous. What those brand managers don’t realize is that tricking someone into buying once is far less profitable than earning customer loyalty and trust over the long term.

Investing in your Brand for the Long Haul

Branding is so much more than just looking good. You need to pick up where we leave off.

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Posted in Branding, Business, Case Studies, Issues, Marketing, Tips

Your Online Brand and the Holiday Season


 From disparate beginnings, Christmas has become largely a cultural celebration for my generation – one meant to bring people together and place our focus on the people we love.

It has also become an uber-brand that represents intangible, un-buy-able values (peace, love, joy, family, selflessness) simultaneously with supreme commercialism.

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Posted in Branding, Business, Retail, Tips, Trends, Web Design

Search Engine Tunnel Vision


SEM Tips“I want our site to be number one on Google”

The number of times a client has uttered those words to us (or a close variation on the theme) is somewhat staggering.

Sure, we all want it. And for certain parameters, we can get it for you. But while Search Engine Optimization is a very important component of both web development and your overall marketing platform, it cannot stand alone.

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Posted in Branding, Business, Issues, Marketing, Tips, Web Design

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