Building the Case for Original Photography
Imagine going through the painstaking process of creating a strategy, defining your audience, putting a plan in place, developing a dynamite messaging matrix, building a list of tangible tactics and installing all the necessary reporting components to get your brand to market. Whew! And once you’re ready to execute (after using up your resources and budget putting all of that together) you reach for the easiest, most cost-effective tool at your disposal – stock photography.
Have you ever considered how a single salutation can influence your brand? Are you hip and cool like a “hey,” or are you more buttoned-up like a “good afternoon”? Not sure what exactly we mean, let‘s dig in…
If you can’t find the MSC team, we’re probably in the kitchen cookin’ up brands. There are a lot of ingredients that go into a brand, just look at our recipe!
As part of MarketSpace’s senior design team, I was thrilled to have the opportunity to attend the HOW Interactive Design Conference in Boston a few weeks ago. While there, I mingled with industry creatives as we talked through some of the challenges that we all face. I also heard about some of the newest apps and resources available. Here’s a little recap of a few of my favorite points:
As a copywriter, I’d like to think I have a pretty good understanding of the power of content. Depending on the tone, a well-written 5-word phrase could bring on a smile, evoke tears or make a powerful statement. A novel can shape the way a generation thinks. And a commercial script can be talked about long after the Super Bowl ends.
But when messaging hits a melody, something magical can happen. The message goes beyond water cooler chitchat and starts spinning off of everyone’s lips when they least expect it. A musically and lyrically well-written jingle can stick around for a long time and add some serious fuel to brand recognition.
We live in a world where self-expression is at an all time high. We applaud uniqueness, scour Pinterest sites for cool trends and constantly search for ways to up our game. With a wealth of options, we find ourselves choosing clothing, accessories, shoes and so much more to further accentuate and separate ourselves from the crowd.
All of my coworkers assumed that when I was given the “write about what inspires you” prompt, I was bound to write about my obsession with shopping. But, no! I’m not going to do that! Instead, I’m going to tell you a bit about my admiration for a solid brand voice – in particular – the brand voices of my favorite retail companies. (Okay, okay… so maybe I’m writing about shopping after all…)
As a copywriter, I find a bit of inspiration everywhere I turn. From a punny line on a store bag to a special event email, I appreciate the brand voice idiosyncrasies that appear within each form of marketing. And when it comes to retail, the brand voice is especially critical.
As a graphic designer, I am constantly being inspired even if I am not directly looking for inspiration. A simple trip to the grocery store or a quick scroll through Facebook can result in finding something that catches my eye and perks my interest. Lately, the trend of flat design has been popping up, and it’s something that really piques my interest and inspires my design aesthetic.
If you are not familiar with flat design, let me bring you up to speed. Flat design does not have any stylistic elements that give the illusion of three dimensions. Instead, it is focused more on the minimalist use of simple elements, strong typography and singular color. This type of design style has been around since long before computers were used for design work, but it really started to re-gain popularity in 2013. Since its resurgence, flat design has been taking the marketing and design world by storm – From entire brand identities to interactive design, you can see flat design everywhere.
Fonts are people too. There. I said it.
Call me crazy—but typefaces have personalities with a purpose. Each one encompasses a certain character, age, gender, attitude, and general tone of voice. Type triggers emotions, playing subtle psychological mind games with our brains. Whether serious, casual, fun or old-fashioned, type can take on a powerful life of it’s own.
There’s a lot going on at a trade show. Entertainment here. Videos there. Flashing lights everywhere in between. So when ZOLL Medical Corporation reached out to MarketSpace to develop materials for the 2015 Heart Rhythm trade show, we knew we had to create a campaign that would help them stand out.
ZOLL develops and markets medical devices and software solutions that help advance emergency care and save lives, One of ZOLL’s products is the LifeVest wearable defibrillator which protects patients at risk for sudden cardiac arrest. The LifeVest Network is ZOLL’s online patient management system that allows clinicians to monitor data downloaded from a patient’s LifeVest wearable defibrillator. ZOLL wanted the LifeVest Network to be prominently featured at this trade show.