Authenticity in design
I am passionate about design, typography and creative use of colour. But nothing hits the spot quite like the gleam in your client’s eye when you’ve really hit the nail on the head. It’s not about the praise (though of course we all love that), it’s about finding a design idea that is totally in tune with the client’s vision for the brand and expressing it perfectly through conventional or unconventional forms and media. I believe in authentic design – the sort that oozes quality, like the KitchenAid Stand Mixer (sorry, I love a bit of baking!), an iPad or a Fender Stratocaster. These designs are among the many ‘classics’ that never seem to age. They might be ‘tweaked’ over the years, but they never lose that one thing that made them famous in
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Copywriting – stick to the rules
There's at least a couple of our team members who would claim to be decent copywriters. People who understand some key rules, such as: Write for your audience Avoid overlong sentences Have structure Be human - show some personality Edit and Edit again Thoroughly proof… Clients even pay us to do this. So, its with some risk that I make the following confession, albeit in my volunteer capacity as Chairman of Tring Park Cricket Club. Like all cricket clubs we rely heavily on the goodwill of sponsors and at the end of the season, it is only right and proper that I should convey a sincere thank you for their generous support. However, when doing so, it's probably not a great idea to start the correspondence: Dear Fiends….. Yes, it's a true story and fortunately one that our sp
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