Branding Strategy: Teaching To Fish
When I designed the logo for NYC Public School PSIS 187, I provided staff and support teams several files of the logo and the custom font. It’s a big school and various people of various degrees of design ability use the pieces. Over the years their visual communications have vastly improved and they are better at staying “on brand” by maintaining a certain level of consistency in the use of the brand.
Ne M’Efface Pas!!
Oceans apart, this street art in Paris resonates with me when thinking about the job search in NYC.
Application after application. Decades of experience and skills. Proven record of success with Photography, Design, Branding projects. Positive review after positive review of what it's like to work with me. All while raising and successfully advocating for 3 kids with 504s and IEPs in a complex NYC education system. Never pausing.
Which Door Should We Take?
At 18 I wanted to go to photography school in Miami and my parents said no. They didn't think I was making good choices.
I had to figure out another door.
Why Be a Potato?
It's good to explore other possiblities. Over the next two weeks I'm pivoting back to my roots and my first love. No, not vodka nor potatoes ... although I love both.
Photography.
I've been holding a camera since the age of 6, running around with friends and my sisters with my Kodak 110 snapping away.
What Does It Mean To Be A Creator?
Teal Studio is a Creator Brand.
What does it mean to be a creator?
First we ask questions and look beneath the surface, gathering undercurrents of meaning and aspirations and analyze data. We see things in a different way, from different angles and approach challenges not just to point out the issues but to solves the problems.
Can You Be an Innocent Rebel?
How many of you have tried to lock down your kid’s devices only to find it doesn’t work or that the kids find a workaround in two hot seconds?
I had a friend tell me the other day that their husband, an international finance CEO, spent countless hours trying to lock down their kid’s phone from the type of content allowed to be seen, to the time limits on specific apps. He was in South Korean chatrooms and tech company forums. It was global search, a deep dive. It was that complicated.
How Approachable is Your Brand?
Does the brand make you feel like they know your name?
The Everyman archetype brands are the approachable, familiar faces that resonate with a wide range of consumers. They are a brand that feels like someone you can trust and rely on. It isn’t about being flashy or trendy.
How Do You Unlock the Magic of Your Brand?
I asked my middle school daughter about her facial routine and the products she uses. She responded, “Just because I’m beautiful on the inside doesn’t mean I don’t want to be beautiful on the outside.” I’m pretty sure this is a response a Magician Brand Archetype for a beauty product brand would want to hear.
This brand personality isn't about smoke and mirrors; it's about harnessing creativity and innovation to create a brand experience that feels like magic for your customers.
Do You Want Your Brand To Be The Go-To Authority?
Is your brand in a crowded market place? Do you want your brand to be the go-to authority?
Throughout history, from China to Africa, Europe, and Mesoamerica, sages were revered figures who were consulted for their knowledge and insights.
Are You Joking?
A study by Applied Developmental Psychology found humorous ads are 33% more likely to be remembered by viewers compared to non-humorous ads. Source: Cause and Effect of Funny Advertising in the Child Target Group by Meike Hammerstein, Kirsten D. Knopf
The Jester archetype isn't about being silly for the sake of silliness.
Is Your Brand Stuck In A One-Night Stand?
Is your brand stuck in a one-night stand mentality with customers? Do your marketing campaigns fall flat, failing to capture their hearts and minds (and wallets)?
Are your clients looking for an immersive and emotionally charged experience? No, you didn’t click on a dating app link. But yes, the Lover brands are seeking your attention
Do You Need to Differentiate Your Brand?
Feeling the pressure to differentiate your brand in today's competitive landscape?
The Caregiver archetype is a powerful brand personality, which caters to a deep human desire for exceptional service, personalized attention, and genuine care. You don’t have to be a luxury brand like The Four Seasons Hotels, Hermès, Apple or have a Michelin Guide's star to follow how these brands achieve excellence.
Does Your Brand Break the Rules?
Is it liberating us by solving a problem? Does your Brand break the rules? 💣 💥
Have you considered if your brand publicly expresses its personality and core values for more than its clients?
I’m thinking internal corporate rebellion. 👔
Does Your Brand Crave Calculated Risks and Thrive on Rapid Iteration?
Does your brand crave calculated risks and thrive on rapid iteration? Do you want to conquer the business landscape by fostering a culture of experimentation and fearless leadership?
What is Your Brand’s Archetype?
AI can feel a bit sci fi but when you think about character traits it can also evoke the personality of the gods. Powerful yet flawed. Take Hermes for example. The Messenger god. I think Hermes would bridge the gap between humans and automation.
Champagne Anyone?
Have you ever been handed a glass of bubbly when walking into a clothing store?
I have. I was in Geneva, Switzerland in 2003. I walked into a Diesel store with my now husband. Hip/retro music was playing (I recall something like Joy Division or was it New Order?)….
Does Your Logo Look Good Everywhere?
The value of logo design isn’t just to share your vision and mission as a business. A solid well thought out logo can make your business money too! Establishing a relationship with the right designer can turn your existing logo into a money maker.
Client Showcase: Slippy Pitch
This passion project by Julien McNab and Todd Mintz, was a true collaboration between myself and the two uber marketing and content creatives. Their venture is based on the Instagram feed @slippypitch, which dives in feet first into the quips and observations on and off the pitch of soccer/ football to educate and entertain American fans.