Project Clients Include:
- Starbucks
- Nike
- Universal Studios
- ABC TV
- Lake Oswego School District
- Film Holland
- Kershaw's Office Supply
- CRS Data Solutions
- Oregon Tourism
Philosophy of Successful Advertising and Design
It’s simple really. Advertising and design are communication. Successful communication requires understanding by two parties, the party supplying the message and the party receiving the message. But the responsibility of concise communication still rests with the giver.
Message #1: The job of successful advertising doesn’t end with the arrival of the good idea.
Great ideas, when badly executed, resemble chatter over a two-way radio. You may catch the gist of it but how long can you honestly listen before it becomes headache-inducing backgound noise that blends into the din of your surroundings? We’re living in times of great possibilities. The internet has cracked open a treasure trove of potential users who are reachable by anyone with an internet connection. Digital printing has handed us the ability to produce astounding colorful pieces in hours instead of weeks and in sizes as large as city blocks. For the truly pessimistic, this could mean that their mistakes will now be communicated world-wide in sizes never before dreamed of.
Message #2: Don’t underestimate the value of solid production skills when the job is ready to go.
The temptation is there. The very same job that the big agency will charge a trainload of cash for can be done at home by the teenager. He’s really talented on a computer after all. He has three characters on World of Warcraft, all over level 80. He knows Facebook inside out. He always had a way with fonts - remember that Mother’s Day card he cranked out when you forgot the date? Well he did misspell Mother, but he was rushed after all. If you want the company logo on the side of the vehicles or an upgrade to personalized shipping labels he could do that too. Or does he have driver’s ed all next month after school? Hmm...
Message #3: It’s never as simple as it looks.
The idea is to make it look simple, straightforward, memorable, usable, invigorating. The idea is not to spend the kid’s college fund in the process. And the idea is not to lower your expectations to stay on budget. So now what? Isn’t there something south of the big agency cost and north of the teen’s talent level, with the reliability of the Earth’s gravity?
Message #4: Yep.
Like many ad agency personnel before me, I’ve flown the coop. Unlike many before me, what I really really like to do is all of the job. The concept, the copywriting, the design, the production, yes, even the retouching. I have the education, experience, temerity, talent and virtually no overhead (well there is the dogfood to consider). I have the contacts, the vendor relationships, the backup list, the reputation. What I don’t have is you. Well?
Message #5: I look forward to working with you too.
