Category Archives: graphic design

graphic design is a critical element in successful communications strategy

mmm, med. rare creative hits the spot

Somehow the hilariously effective Expense Report Generator from NYC steakhouse Maloney & Porcelli escaped mention on our blog. Until now, thanks to Ad Age’s Bob Garfield’s sharp eye.

We’ve never eaten there, but will at the drop of a hat if we’re ever in the same zip code. This is the kind of all around professional creative that separates ROI from DIY.

Clever, original, funny. Served with a satisfyingly snarky attitude, both the clean and functional web site and the technically over the top flash driven report generator easily make our list of neat-O stuff done really well.

worst (powersports) ad – ever!

Mid USA About F'n Time - And It's No F'n Joke, Either

The Worst Powersports Ad Ever. Run!

Bowing to requests to identify the Worst Powersports Ad Ever, I went to the archives for proof that things can always spontaneously combust when marketing concept, content, and construction are left to the client.

Then family-run, now investor owned distributor Mid USA ran this hot mess back in 2002. Cape Fear it’s not; by comparison, Carvel Ice Cream’s Cookie Puss easily qualifies as brilliant.

new entry! worst (powersports) ad ever!

NPA tries out for a slot on the political cartoon team. It’s said that DIY doesn’t equal ROI. The latest proof is the current advertorial on behalf of National Powersports Auctions, one of several wholesale clearinghouses enjoying salad days in the wake of a motorcycle and scooter market awash in surplus inventory.

The questionable ad in question leaves us scratching our head as to point, audience, call to action or theme. Other than the passe NPA trademark black background color field, the main element is a loosely categorized political cartoon that pokes a sketchy satirical finger in the eye of the Bush-Obama economic recovery strategy. We guess. Headline? None. Humor? No comedians here. Message? Uh…

We say that NPA claiming credit for sector growth in this unprecedented market situation is not unlike the undertaker touting genius when the Black Plague delivered a bonanza. Assuming that’s the point, of course. But why cull this example from a herd that’s mostly unremarkable in the best of times? Because this ham-handed advocacy approach doesn’t just reflect poorly on the advertiser; it damages the entire sector. Continue reading →

brammo badging blows up with bogusky…ooopsy

unique styling and top notch engineering set Enertia apart Startup electric motorcycle manufacturer Brammo’s hit a bit of a rough patch as they roll out their instore marketing effort. The Ashland, OR bike builder set out to travel the road less traveled, yet the uproar over the latest wrinkle from the South Florida ad shop charged with making their market is not what’s needed in a struggling channel.

Background: Swoopy machine with state-of-the-art content; aluminum frame, lithium ion fuel, quirky – quirky? – naming strategy. Nicely interactive work-in-progress web site. Looks like a well constructed, well thought out machine that, if not ready for the masses, is certainly intriguing, albeit pricey, for some of us who already ride. So far, so good. Continue reading →

old dog, new – sorta – tricks

goodwill stores get needed makeover to draw better crowd File under things I thought I’d never see happen: several Goodwill stores have cleaned up their act to attract a more affluent demo. It’s true. According to DDI (Display and Design Ideas) magazine, the poster child for thrift store retail has decided the time is right to recalibrate and relaunch in an attempt to draw a coveted upscale shopper.

The first do-over, in Chelsea, NY, has already reported a noticeable increase in foot traffic and that can only be good for the brand, regardless. Other stores around the country are also ditching their bargain basement roots as they aggresively target a more affluent customer.

Marketing includes local t.v., direct mail and print, online ads, social media and events.

big city creative strikes out

Last January 8, PepsiCo owned Tropicana rolled out their stunningly bland new corporate look, a makeover fashioned by Omnicom owned NYC shop Arnell, at a campaign launch cost pegged by some at no less than $35 million. A little less than two months later, PepsiCo couldn’t shovel dirt on it fast enough. The funeral was February 23.

That little detour down “Don’t Even Think About It” Lane has now, according to the April 2 issue of AdAge, reportedly cost the powerhouse beverage brand 20% in unit sales, 19% in dollars ($33 million) and unknown market share damage. Ka-pow! For those who still think packaging’s no big deal and brand management is way overrated, this Oh-Jay’s for you. Continue reading →

it’s in the bag – right?

from crumpler (uk) this stylish accessory stands out We don’t think of ourselves as being in the bag biz, and Lord knows in this industry there’s no shortage of backpacks with which to haul your remote office to the middle of the desert and back.

On the other hand, sometimes you’ll find yourself in a public venue that doesn’t particularly value the Explorer scout image of a pedestrian hiking a trade show’s endless aisles in search of stuff to haul home and one more badge in the process to appreciate the role style plays as we all engage in individual brand management. Put another way, dork equals dork in every language.

Crumpler’s a British outfit with a really nifty line of accessory sacks and packs of all colors and sizes. Stylishly ergonomic, the multiple lines are just the thing for breaking from the pack and finding a better solution at the same time. And we can say without fear of contradiction, they’ve got one of the more intriguing Flash driven sites – heavy on the overkill maybe, but a definite step up and great to explore if you’ve got a day or two to kill.

chrome bags has a distinctive line of purpose-built backpacks Closer to home, and a bit more edgy, is the spec-design line of hard core messenger bags from San Fran’s Chrome Bags shop out West. Form follows function as you’ll discover – built for urban messengers and quickly finding a new following amidst folk who don’t dodge inner city taxis for a living, Chrome delivers edge and purpose at the same time.

Their smart site is a primo example of dual content commercial/social integration, great for trekking around in to see what else is going on in the universe.

1984 – a superbowl like no other

Twenty-five years ago an upstart “personal computer” company in Cupertino, CA, ran an ad that bet the entire year’s ad budget on one buy and one production. After the spot was bought and the ad produced, the board of directors unanimous opposition nearly resulted in its cancellation.

The result is consumer marketing history. If you had to pick one broadcast effort that caught lightning in a bottle, it would be “1984”.

Long enshrined in the advertising hall of fame, the creative product of agency chiat/day and director Ridley Scott’s darkly fertile imagination – obvious in hindsight when watching 1982’s cult classic “Bladerunner” – is still being viewed today, as fresh as the day it first aired.

Officially this was a one-shot air date. In reality, the cost per view is now measured in nano-dollars, thanks to the internet, and the iconic content is the holy grail of marketeers in search of breakthrough, viral and recall.

It would be five years before I had a Mac in front of me, a beige 512k brick at a Houston agency.

That year, Tampa’s first Superbowl was played just across the bridge and featured my favorite team back when I was still concerned with outcome – the gritty bad boy “Just Win, Baby” Raiders of Stabler and Sistrunk and Casper fame – clocked the ‘Skins on the arm of Jim Plunkett and the running of Marcus Allen. On Sunday it’ll all play out again, but safe to say there will never be another “1984”.

pepsi pops for new look

We’re on the side that says the jury’s still out on Pepsi’s latest logo revision. Gone is the 3-D look, as is the all caps logotype that’s been in use since 1962.

Pepsi’s revisited their image 11 times over their century plus history of serving a frosty alternative to That Other Cola. Cost to revamp, according to Ad Age, is $1-mil plus for the design, but implementation will likely be well in excess of two hundred million by the time all the signage and applications are accounted for and delivered.

The lesson here is that shareholders wouldn’t sit still for an instant if the revamp didn’t have a dollars and sense basis. In other words, logos aren’t carved in stone these days. It’s pixels and plastic and the right look means more cha-ching at the end of the day.