Corporate Creative :: Design Articles for Business

Organic Consumers Prefer Glass Packaging


spicesI have always loved glass packaging. Whether it be the nostalgic glass Coke bottles I remember buying at the corner store as a kid, or some of the supremely creative bottles at the local liquor store, I reckon I’ll always be subject to the glass bias.

Solid yet fragile, simple yet versatile, and clean yet primitively natural – the feel of glass gives an instant impression of quality.

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Posted in Business, Case Studies, Innovation, Issues, Packaging, 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

Marketing by Email? Be Very Careful.


 Being mindful of your actions is not simply good advice for living… in business, it is a requirement.

A few days ago, my incoming Twitter feed took on a fiery tone. Anger spewed forth with abandon from one of my fellow business owner contacts. He was incensed, having discovered that a particular spammer had gone the extra mile to target his company’s clients as a group.


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Posted in Business, Issues, Technology, Tips

Where is Everyone?


These days, everyone is trying to figure out how to connect with other people. It used to be simply, you just placed some ads in whatever newspaper that was most suited to your product, but now that world is becoming ever more irrelevant. So how do you connect with other people today? And more importantly, how do you do it tomorrow?

In this article, we are going to take a little tour through the history of information – or more specifically where to focus efforts if you want get in touch with other people. It is really exciting time, because we are currently in the middle of the most drastic change since the invention of the newspaper.

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Posted in Business, Technology, Trends

Nose to the Grindstone: Entrepreneurship in Times of Recession


 The best short term projections for the global economy are sobering, at best. The year 2008 left Canada with record-breaking rates of job loss, the likes of which have not been seen since the 1991 recession.

The story is the same with our American and British comrades. And with the Canadian federal government in a state of (incredibly expensive) upheaval, nobody’s quite sure where it’s all going to lead us.

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Posted in Business

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

Smart Copywriting: Forget the “What”, Focus on the “How”


If there is one thing copywriters love to talk about it’s “Features vs. Benefits“. To us it makes all the sense in the world. However, many business owners who want to learn to write their own powerful copy struggle with the concept.

Features are the properties of a product or service. The features of a car might be anti-lock brakes, leather seats, or rear-window defrost. Benefits, on the other hand, show how those features will actually be of benefit (hence the name) to the user. Anti-lock brakes keep you safe if you have to stop quickly. Leather seats are more durable and luxurious than cloth. In copywriting, benefits are much, much more important than features.

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Posted in Business, Case Studies, Marketing, Tips

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