Archive for category: Design

Brands Must Evolve

27 Sep
September 27, 2018

Coca-Cola Classic Brand

The following is my latest post from the Creative Kinds agency blog. You can follow it by visiting: https://thecreativekinds.com/blog/. Our blog is primarily geared to who else… creative kinds, and all those involved or interested in marketing, branding, advertising and design. Enjoy!

No, this isn’t another blog post about Millennials. I imagine they are as sick of being exploited for clicks as we are of clicking on stories about them, for the simple reason that, “there’s nothing else on”. And while not focused on this extraordinarily well-documented generation of tastemakers and trendsetters, it is about evolution– specifically, the evolution of brands.

You see, just like everything and everyone, brands must evolve. Not just the bad ones but also the good ones. Especially the good ones. This subject is on my mind because our team here at Creative Kinds is currently in the midst of refreshing a great brand.

Harrell Construction is a 41-year-old commercial construction company based in Jacksonville, Florida that is one of the country’s most trusted general contractors and builders of pre-fabricated metal buildings. Their footprint is especially strong in the southeast. Because they are so good at what they do and have been so well-trusted by so many, for so long, they barely have to worry about marketing at all. Large, global companies know them well and simply call on them when help is needed.

Heck, they don’t even promote some of their highest profile work out of courtesy and confidentiality, but we’re talking about BIG jobs for BIG clients like various appendages of Uncle Sam, one-time medicinal companies that have evolved into soda companies, and one of the world’s most beloved organizations based here in Florida that is headed up by a mouse.

This is what things like quality, integrity and great people, products and services beget when all are delivered with consistency over time. But even the greatest companies cannot afford to rest on their laurels, not with respect to their products and services (looking at you Kodak, Blockbuster, Xerox), nor their brand identities.

Why is the evolution of brand identity so important? For all of the same reasons that product evolution is so critical: for relevancy with respect to the latest consumer and cultural trends, and market tastes.

Logo Evolution Explanation

Logos are, of course, the most recognizable visual symbol of a brand but they are just one component of the overall brand identity which also includes visual and verbal elements such as colors, fonts, positioning copy and taglines, imagery, graphic layout styles, and website.

All of these elements need to work together seamlessly in concert to express the core attributes of the brand and foster an emotional connection with targeted customers who themselves evolve over time.

A brand that allows itself to become tired and dated runs the risk of sending a subliminal message to consumers about the other facets of their company, messages that can lead their prospective customers to ask, “If they’re this behind-the-times with respect to their marketing and branding, what might I expect to be the case with their products, services and methods?

On the other hand, a company that stays on top of their branding communicates a message that says, “We’re on top of trends and technology, connected with our customers and we care about details. We’ll never rest on our laurels or stop pushing for continual improvement.”

We’re excited to be helping Harrell Construction update and upgrade its brand identity to one that is befitting of its work and longstanding industry reputation for quality and integrity. We’ll share a few before-and-after’s with you right here, once we complete our work later this fall.

Until then – if you know your brand is due for a refresh, please don’t hesitate to reach out. We can discuss where you want to go and how we can help you get there.

Now, we return you to your original programming. (If you have to read another article on Millennials, here’s a more thoughtful and entertaining one.)

Give The People What They Want

12 Sep
September 12, 2018
screaming boy

Power to the People

The following is my first post from the new Creative Kinds agency blog. You can follow it by visiting: https://thecreativekinds.com/blog/. Our blog is primarily geared to who else… creative kinds, and all those involved or interested in marketing, branding, advertising and design. Enjoy!

 

“Everybody’s a genius…” – Albert Einstein

What started out as pro-bono work for an upcoming local stair climb event turned into something much larger and more exciting for the Creative Kinds team. It also provided a great example of how to avoid a common creative trap: assuming that your professional (creative) opinion, based upon years of experience should always outweigh the client’s because “they don’t do this for a living.”

In actuality, the single goal of every agency should be one thing: Delight the client.

But more on that in a minute…

Sharon Baroncelli, Director of Development for the National Fallen Firefighters Foundation (NFFF) was originally looking to brand an individual regional 9/11 Memorial Stair Climb event with a new logo. The events, held in various locations throughout the country, raise funds that help the NFFF create and maintain programs that support fire service survivors.

This includes providing assistance to the surviving families and co-workers of the 343 firefighters who made the ultimate sacrifice on September 11, 2001. Each participant pays tribute to an FDNY firefighter by climbing or walking the equivalent of the 110 stories of the World Trade Center.

In a day and age where Americans seem to increasingly have trouble agreeing on anything, I think it’s safe to say that most in our country still hold our firefighting heroes in the highest regard, and recognize the importance of honoring and supporting those who gave their lives to protect our own. Naturally, we were very excited to help.

Subsequently, via karma, great creative, or some combination therein, the work we submitted to the NFFF was deemed so strong that it was forwarded to the national Board of Directors who voted to use one of our marks for the NFFF’s new national logo for its 9/11 National Memorial Stair Climb events.

The only problem: Which one to choose? There were many great options and the Board loved all of them! 🔥🔥🔥

Here are a few of our original concepts.

NFFF Logo Concepts

NFFF Logo Concepts

Of course, being the creative experts, we felt compelled to voice our own opinion about which mark we felt should be selected. We decided that #9 (L to R, Top to Bottom), the mark with the American flag-themed stairs would be the best choice. The rising stairs perfectly portrayed what the stair climb events are about, both physically and spiritually.

The shield form made for a perfect patch (which firefighters love) and the logo felt crisp, light and modern while simultaneously classic and timeless. We’d need to sharpen the feathered edges of the stairs for vector art applications but overall, felt this was the mark that needed to be selected and that would be.

Until we asked our client and an audience of, ahem…non-professionals.

You see, to confirm our flawless instincts, we put $5 behind an Instagram carousel post (a great survey tool, by the way) targeted to our firefighter audience, and quickly racked up over 400 “Likes” and dozens of positive comments. People loved the marks, all of them, and many noted that it was difficult to choose a favorite.

But ultimately, by an overwhelming margin, our test audience chose their preferred mark: option #5, the silhouette of the kneeling firefighter. In short order, the NFFF agreed.

At this point, we might have strongly encouraged the NFFF to reconsider our preferred mark, the one we wanted to see promoted on their highly-visible national platform. After all, as design professionals, we’re often told by our peers that we are obligated to steer our clients in the “right” direction.

Albert Einstein once said, “Everybody’s a genius…” But he finished that statement with “…but if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.” In other words, we’re all great at different things. Non-profits are great at organizing events and raising funds. Firefighters are great at fighting fires. And designers are great at design. Ergo, we, the designers, really needed to push our client and their audience to make the “correct” choice.

Right?

Wrong!

Because who’s to say which design was the “right” one?

We wouldn’t have presented any marks to the client that would have been wrong.

Design, you see, is subjective and quite frankly, logo design can sometimes be overrated, with more importance placed on it than what might sometimes be merited.

Oh, don’t get me wrong. Great logo design is not easy. They take a lot of time and surprisingly few graphic artists are really good at it. The best logos can become foundations for iconic brands and be relevant for years with only occasional evolution for the passing of time.

At the same time, the great thing about design is the unlimited nature of ideas. There’s always more than one right answer, always another possibility. We provided the NFFF with several. Their first choice was our second choice. But theirs was the only one that mattered.

Take it from someone who’s been there. Don’t ever assume there’s only one best answer and that only you are informed and insightful enough to understand it.

Remember that there is only one imperative in business and it doesn’t take a genius to understand it: Delight your clients.

 

Instalove from Radimus Platypus

05 Jun
June 5, 2016
Radimus Platypus Instagram

A shout-out from the Radimus Platypus Instagram Channel for the recent book review I wrote on their behalf, for The Inertia. The article detailing author Mikey Bondoc’s inspiring story and killer book series earned over 430 Facebook likes!

The Ice Plant, St. Augustine

01 Jun
June 1, 2016
The Ice Plant, St. Augustine Beach, FL

The Ice Plant in St. Augustine, FL is an excellent example of reclaimed architecture. The former working ice plant is now a restaurant. Cool spot! Nom Nom.

Meet Radimus Platypus: The Web-Footed Shredder Who Will Inspire a New Generation of Learners

30 May
May 30, 2016

Radimus PlatypusAsk anybody who has ever stood up on a wave and they’ll tell you there’s nothing like that first time. It’s an incredible feeling you never forget, one that can change your life. The same is true of skateboarding and snowboarding. Mastering these admittedly challenging skills is so exhilarating, not only because of the pure joy we experience when performing them, but the self-confidence we gain as a result. Such moments lead us to believe that if we can accomplish these feats, then there’s likely much more we can achieve from having the courage to try.

Mikey Bondoc understands this concept. A talented surfer, skater, designer, writer and illustrator, he also understands that self-confidence doesn’t come naturally for everyone, especially kids. While all of us are born with unlimited potential and a desire to believe our dreams can come true, those feelings can easily fall by the wayside if not purposefully encouraged and pursued. So Mikey’s using his own unique gifts – some he only recently discovered- to help others understand this concept. He’s created a children’s book series centered around a singularly unique, memorable, character: a blue-billed, web-footed platypus who loves to surf, skate and snowboard.

The Hatch: The Radventures of Radimus Platypus is the first of Bondoc’s seven book series. He has written all seven volumes and published one for proof-of-concept to line up investment to be able to complete the rest (one very well-known, highly respected global brand has already expressed interest in helping Bondoc, based upon the success of The Hatch).

In this first book, the curious, creative Radimus bursts into the world. His mother worries for his safety, but ultimately allows Radimus to follow his heart. Each subsequent book takes Radimus, who expresses himself through his love for board sports, on another surprising “radventure” where he learns new things, discovers what makes him happy, and grows as an individual. In subsequent books, Radimus surfs, skates, snowboards, wakeboards and even discovers yoga.

Parents of all children will enjoy sharing “The Hatch” and its encouraging messages with their little ones. And parents who happen to be into surfing, skating and snowboarding will quite likely want to set this brilliantly illustrated rhyming tale right up alongside classics like, The Cat in the Hat and Oh, The Places You’ll Go. To be certain, Radimus channels the positive spirit of Dr. Seuss and other lovable, iconic characters of youth like Kermit the Frog. At the same time, Radimus’s unique, modern context allows the playful platypus to connect with today’s generation in ways that are more relevant and thus, likely more meaningful to them.

Bondoc’s own story of self-discovery is a radventure unto itself. An accomplished graphic designer, art director and apparel consultant with more than 20 years of experience working for big-named brands, Bondoc moved from New York City to Orange County in 2008, craving more time outdoors and in the ocean than he was getting where he was at.

Once there, he rented a 100-year old oceanfront cottage in Laguna Beach and began practicing yoga to invigorate his creativity while freelancing. In 2009, a friend -an intuitive medium- told Bondoc that when she looked at him, she saw the Sesame Street character, Big Bird, and felt he had the potential to work with children. Exactly one week after that event, the name Radimus Platypus came to Bondoc, along with the entire storyline for “The Hatch”.

Bondoc, though creative, did not envision himself as a writer, nor an illustrator. But he continued thinking about developing Radimus while working, surfing, practicing yoga and meditating. In 2010, while on a weekend juice cleanse, Bondoc wrote volumes 1-3, and completed volumes 4-7 within the next two months. “It is still the most creative experience I have ever had”, says Bondoc. “I never aspired to write anything. The books seemed to write themselves. The words and sentences just seemed to flow out of me. Each storyline came in one shot, and I knew exactly what was going to happen in each subsequent book.”

With stories in hand, Mikey reached out to about two dozen publishers and a handful of agents, but received little response. One agent indicated that he liked Bondoc’s character and stories, but felt he was the wrong person to represent Mikey.

In 2011, undaunted and realizing he had to take the next step, Bondoc commissioned an illustrator to work on the books. But after a year of trying, he terminated the contract because the feeling just wasn’t right. Too heavy. Too much color… It just wasn’t what Mikey was envisioning. He put the project on the back burner for two years, occasionally researching illustrators, but with little money to commission another one. In 2013, with work ebbing in Orange County, Bondoc decided to return to the creative energy of New York City. A few months later, he would experience another transformative moment on his path to personal growth and the development of his book series.

“Through daily yoga and continuing meditation, I was given the confidence to illustrate Radimus Platypus, myself. Since day one, all of my friends insisted that I should illustrate the book. I was the only person who did not believe in myself. I did not think I had the skills and talent to do it.”

“Over the years, I had journaled a lot about my vision for Radimus. I wrote about traveling the world and inspiring millions of children and adults to follow their hearts and be their true selves. After a yoga class that involved journaling and deep meditation, that message came through loud and clear: “I can illustrate the book.” It repeated over and over again, until I heard it, and felt it in my heart. For the first time in my life, I felt fully capable of illustrating Radimus and all of the books. I loved to draw as a kid, but always of things I could replicate– characters, band logos, skate logos- I never drew from my imagination. That’s why I thought that I couldn’t illustrate the books. But it was only my own confidence and self-perception stopping me”

In 2014, with only some sketches of Radimus in hand, Bondoc launched a Kickstarter campaign to help finance production of his books. His campaign was selected as a “Staff Pick”, but Bondoc says he set his goal too high, intent on using one of the best eco-printers around. The campaign reached 18% of its goal, before stalling.

In 2015, Bondoc completed illustrating The Hatch. He made his first printed copy and held a few readings around NYC, where he found kids were both stoked on Radimus and enjoyed engaging with Mikey. Bondoc launched a second Kickstarter campaign and was again selected as a “Staff Pick”, but pulled the plug after two weeks, due to a lack of traffic.

Determined not to give up, Bondoc decided to front the costs of a small run of books and sell them himself on his website. In early 2016, he signed with Bookmasters in Ohio to print a limited quantity of high quality hardcover copies and opened sales on his website.

Since then, Radimus has been steadily gaining traction. The character’s made-for-Instagram IG channel boasts over 1,700 young fans and followers, who, along with their parents, are posting fantastic pictures of themselves doing things they love to do– the things that make them unique… and rad! Radimus encourages kids to tag their posts with the hashtag, #imradtoo.

With the groundswell of interest in Radimus rising and the likelihood of finding investment also stacking, both Bondoc and Radimus may soon find themselves living out the very lessons they’re both so committed to imparting: Be yourself. Follow your dreams. And don’t be afraid to go for it. Because all of us are rad in one way or another. And if we’re just brave enough to live that out, we might surprise ourselves with what we can accomplish.

Radimus Platypus surfing

Note: This article was originally written for and published on The Inertia. To see the original article and response, click here.

The Lexus Hoverboard: It’s here

05 Aug
August 5, 2015

Unbelievable… Technology never ceases to amaze me. And this technology is a decade old. From WIRED:

“AFTER A MONTH of teasers and speculation, Lexus has finally shown off its real, live, working hoverboard. It may not beBack to the Future, but it’s still a mighty satisfying ride.

As it turns out, the future is hard; professional skateboarder Ross McGouran has plenty of spills on the way to mastering even basic moves. That’s perhaps not surprising, given that riding the Lexus hoverboard is basically like straddling a maglev train. As we explained in June, the Lexus hoverboard relies on superconductors and magnets, which work against gravity to lift board and rider above the ground. That cool-looking steam coming off of the sides isn’t decorative; it’s liquid nitrogen, cooling the superconductors to -321 degrees Fahrenheit, the temperature at which they become superconducting.

The steam’s not the only thing that may not be quite what it appears. The biggest disappointment for hoverboard enthusiasts is that course on which McGouran hover-shreds is actually has metal underneath it; on the surfaces that comprise the vast majority of our infrastructure, the hoverboard would simply be a heavy, immobile board. In fact, aside from its healthy dose of style, the Lexus hoverboard isn’t much different from a dozen lab demonstrations that have taken place over the last few decades.

A highly constrained, not quite original hoverboard is still a hoverboard, though. And this one even comes with a bonus; Lexus put together a mini-doc about the process that gives a refreshingly clear-eyed look at the physics behind the fun.”

Let’s hope jetpacks are next.”

Right Whale Festival 5K, 2014

16 Nov
November 16, 2014
Right Whale Festival 2014 t-shirt artwork

Beautiful graphic art for beautiful animals

Right Whale Festival 2104 5K Men's Results

2nd in age group, 16th overall. I’ll take it!

 

Some nice looking graphic art for this year’s Right Whale Festival swag! I did the 5K on Saturday am, Nov. 15th up in Jax Beach. Always fun, relaxed and for a great cause! The festival was going on all day. I’ve done the run a couple of times now and enjoy supporting them. I gave it good effort and finished 2nd in my age group, 16th overall with 8.10 min miles. Not too shabby, and listening to Jack Johnson the whole way! I can’t believe I’ve got a “50” hanging by my name in the results. I still feel 35 on most days, but doggone it, they got it right!

WestTown Teaser Video

01 Nov
November 1, 2014
Screen grab from WestTown teaser video

A screen grab from the WestTown Teaser Video. Click the link to see the video.

westtown_video

I was going through some old files today, updating my business portfolio on Contently, when I came across this old spot I conceptualized and helped produce in 2007. It was for a pitch we created for WestTown- a planned LEED-certified, mixed-used community that was to be Atlanta’s largest residential development in more than a decade (located in the west-Midtown area, thus the name, “WestTown”). The community was going to be a pioneering effort, expected a draw young professionals, artists, creators and those drawn to the development’s trendy urban location in a redeveloping industrialized area, not far from Georgia Tech. This, as well as its “live-work-play” and “sustainable” qualities. We came up with the theme of, “Go West” playing upon the west-Midtown location and the idea of going “west” for “opportunity”, as the neighborhood was going to offer affordable living in an otherwise expensive area. The video was intended to be a teaser for the community that would ultimately be formatted for both web and television. The music track is a song called, “Haley” from the album “Yuppie Ghetto” by the band, War Called Peace. It’s the closing song on the classic surf video, “Searching for Tom Curren”. Marc Rapp, a super-talented friend, NYC-based Creative Director and former employee at my old agency, Renaissance Creative, handled the digital development. We ended up winning the account. Unfortunately, before getting to market, the real-estate bubble burst, forcing the developer, Brock Built Homes, to put the brakes on the project. Atlanta missed out on what would have been a really cool, high-profile, signature neighborhood. Not to mention a fun, innovative marketing campaign.

 

OutdoorsJax.com

17 Jul
July 17, 2014

I’ve recently begun working on a new project during my spare time. My idea is a website that people would use as a resource for discovering things to do outside in Northeast Florida (hiking, biking, boating, fishing, surfing, SUPing, kayaking, ziplining, etc.) The best activities; best places to go; best guides/lessons/gear/rental equipment; etc. I’ve been thinking about doing it for a while, and finally decided to get started. I’ve looked around online for similar resources and while there are a few good niche sites for individual categories, I haven’t found a really good aggregation of information in one spot.

It’s a pretty big content challenge and I’m creating it myself (using an online web builder software). I think it will probably take all summer. But, it allows me to scratch my creative, entrepreneurial and outdoor adventurist itches all at the same time. I’m not looking at it so much in the interest of creating a business at this time, more of a community-minded effort because I think we need this in our area. If it ends up generating some consistent traffic, I can always monetize it later. As I am developing it, I am doing so with strategic SEO in mind.

Below are the first few screen shots. Some of the navigation is hidden, but I’ve included some of the drop-down menus so you can get an idea of where I’m headed. Wish me luck!

 

Screen shot 2014-07-12 at 1.55.59 PM

Landing Page

 

Screen shot 2014-07-13 at 9.37.35 PM

 Landing Page, Below the Fold

 

Some Navigation Menu Items

The Barnett Building, Jacksonville, FL – One Spark

03 May
May 3, 2014
The Barnett Building in Jacksonville, FL

The interior of The Barnett Building in Jacksonville, Florida, during the One Spark festival April, 2014

Peace

03 May
May 3, 2014
Caffe, Etc. in Hollywood, CA

Cool coffee – Caffe, Etc. in Hollywood, CA – Great art direction.

CBGB Movie Wall Mural at Whiskyagogo

03 May
May 3, 2014
CBGB movie wall mural at Whiskyagogo

CBGB movie wall mural at Whiskyagogo on the Suncet Strip in Hollywood

Whiskyagogo

03 May
May 3, 2014
Whiskyagogo: Rock -n- Roll history

First it was, “The Whiskey”; then “The Whiskey – a go go”; then “Whiskyagogo” and then of course, “.com”

The Roxy

03 May
May 3, 2014
The Roxy, Hollywood, CA

The Roxy- The iconic nightclub on Sunset Boulevard in Hollywood, CA

25 Degrees

03 May
May 3, 2014
25 Degrees - Really cool burger joint in the Roosevelt Hotel, Hollywood, CA

25 Degrees – Really cool burger joint in the Roosevelt Hotel, Hollywood, CA

Scott Stratten, Author of “Unmarketing” at One Spark, Jax FL

03 May
May 3, 2014

Scott Stratten, author of "Unmarketing"

El Taco (Atlanta, Ga): It’s getting kinda crazy in here

01 Jan
January 1, 2014
Wall murals at El Taco in Atlanta, GA

One of the artful wall murals at El Taco in Atlanta, GA

Surfing.Seshn.Com

20 Nov
November 20, 2013

Screen shot 2013-11-19 at 9.40.04 PM

Seshn is an online community that began as a pretty tight group based around surfing on Linkedin. Brand Winnie, the founder of Seshn, later expanded his vision for Seshn to evolve into a larger platform for publishing and discovering unique content around things that interest you. Brand’s community emerged from Beta just last week. The new Seshn is simple, clean and well designed, showcasing a lot of interesting people and a ton of cool content they create. I’m stoked to be featured as a writer within surfing.seshn.com, where I’ve included some of my work for The Inertia and other pieces. Check ’em out at http://timhamby.seshn.com If you have a passion you want to share or explore, whether it is surfing, music, art, film making, fashion, writing, rock climbing, DIY, coding or anything else- just go to seshn.com and request an invite.

Beach Weeks Part 2: The Results…

30 Jun
June 30, 2013

BeachWeeksWorks1

BeachweeksWorks2

BeachweeksWorks3

Beach Weeks Part 1: The Idea…

30 Jun
June 30, 2013

NSB_beachweeks_outdoorBeachweeks Brings1

Beachweeks Brings2

Beachweeks Brings3

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Setting the Bar High… Kind Words!

30 Jun
June 30, 2013

SetBarHigh1

SetBarHigh2

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SVAA Resignation

30 Jun
June 30, 2013

Screen shot 2013-07-19 at 9.06.24 PMResignation DBNJ1Screen shot 2013-06-30 at 12.16.34 PM

New Whisnant 6’0″

23 Jun
June 23, 2013

BoardFrontBoardBack

Good Times Comin’ in NSB!

25 Mar
March 25, 2013

Good Times Comin' in NSB!

 

Moments in Time: Watch Sculptures

13 Dec
December 13, 2011

I am a huge fan of Dominic Wilcox. Dominic is a tremendously talented artist and designer who creates unique and imaginative objects, drawings and installations. His work is always surprising, generally profound and always fun. Visit his blog, Variations on Normal, and you’ll quickly lose yourself in his whimsical world.

I wanted to share some of his most recent work here- his “Moments in Time” watch sculptures. He’s created five of them here- tiny plastic sculptures brought to life by setting them upon the second hands of vintage mechanical timepieces. Included are scenes of love and protest, including a brilliant recreation of the “pepper spray incident” at the UC Davis Occupy protested earlier this year.

Like all great works of art and design, it is the conevyence of human emotion that allows the very best to transcend the ordinary. And Dominic has captured several varying moments in time so beautifully, giving them all eternal life, figuratively and literally.

Beautiful, Dominic.

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