Prejean Creative Tells You Why – The Case for Illustration

Imagery is essential in your marketing communications; it can make a notable first impression and influence the perception of your brand. While photography is one of the most commonly used types of imagery, illustration has many benefits, too, and should be considered in some cases.

Your goal is to create a unique and memorable personality for your brand, and illustration can achieve that. Like your brand’s fingerprint, a very distinct illustration style can become instantly recognizable. With an endlessly broad variety of illustration styles to choose from, it’s easy to create a unique and cohesive look with illustration. Furthermore, illustration is used less frequently in advertising and tends to stand out more for that reason.


Some examples of iconic and memorable illustration use. Left to right: Apple Computer, Coca-Cola, Shepard Fairey

Illustrations are also great for representing abstract ideas and concepts. They offer the opportunity to create a visual metaphor more effectively than a photo. A less literal approach can engage the viewer’s mind in clever ways.


Some examples of conceptual illustration. Left to right: Davide Bonazzi, Brian Stauffer, John Holcroft

Compared to photographs, illustrations can convey a broader range of tone or mood – from somber to silly. Extreme ends of the color spectrum, unrealistic proportions, and surreal elements might look out of place in photographs. However, these characteristics are right at home in illustration and can serve to enhance the message. Illustrations allow us to suspend our disbelief.


Some examples of illustrations that convey mood. Left to right: Daniel Stolle, Coca-Cola / Office, Joyce Fan

While photography may be important if you are advertising a physical product, illustration can be useful to represent an intangible one, such as cell phone service, computer software, or Wi-Fi. Mascots, which are used to represent many brands, often employ illustration.


Some examples of mascot illustrations. Left to right: Planter’s, Michelin, Kellogg’s 

Whether you use illustration, photography, or a blend of the two, the imagery you and your marketing team use can be a key element in your brand’s success.

 

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Spring Cleaning Your Brand

Each spring, we endeavor to clear out the clutter of our closets and desks to start fresh. Why not do the same for your brand? Brands get cluttered over time, which chips away at their identity. To prevent this dilution in brand identity, it becomes essential to eliminate or update assets that are no longer relevant.

Evaluating assets regularly also helps to keep your brand from appearing stale. Freshening up brand assets can have a stop-effect on your audiences, like they are seeing your brand for the first time. It’s the same, but it’s clean and fresh and appears new.

There are a few areas that are ripe for a spring-cleaning effort.

Digital Media
Do your organization’s digital media assets – websites, social media platforms, blogs – have consistent visual identity and messaging?

It is important for brand recognition that all assets follow the brand identity and messaging. As organizations grow and develop more assets, it is common for identity and messaging to get altered, jumbled or even lost. Regularly auditing all digital media platforms is good practice for ensuring consistent brand identity.

Goals
Are they still relevant? Do your current marketing efforts serve them?

An organization’s goals and key performance indicators (KPI) are important drivers of marketing efforts. As companies grow and evolve, goals and KPI need to shift to keep pace with that growth.

But, they are often overlooked or forgotten and become irrelevant. Regularly updating the goals is important for validating marketing efforts.

Audiences
Have your audiences changed? Is your messaging to them still pertinent and does it address their needs?

Like organizations, audiences regularly evolve and their needs change. If you don’t evaluate your audiences, you will miss these changes and your marketing efforts will be less effective.

Evaluate your messaging as well when reviewing your audiences. If your audience has changed, your messaging will need to be adjusted to effectively reach them.

Data
Are you tracking data where possible and reviewing in context of goals and KPI? Are you measuring the correct analytics?

Most organizations have access to more data than they could possibly use, and they are easily overwhelmed. However, if you approach the data in the context of goals and KPI, it can be more easily managed.

Ensure the data you are monitoring and analyzing is significant and is delivering the information you need to know.

Campaigns
Are your campaigns performing to expectations? Do you continue them, or do you scrap those programs and start fresh?

Part of any marketing campaign is the evaluation, but as some campaigns continue to run, the evaluation stage gets forgotten.

To ensure only the most effective campaigns are running, be sure to evaluate performance against goals.

A Breath of Fresh Air
Don’t let your brand go stale. Keep it fresh by taking some time this spring to tidy up any clutter surrounding your brand.

 

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Maintain Control of Your Brand. Create a Brand Standards Guide.


You worked long and hard to develop your brand and its visual identity. Now you need to protect those assets and ensure design consistency across all collateral created for your brand. What’s the best way to do that? Create a brand standards guide that states explicit rules for using brand elements. Ultimately, the guide becomes a roadmap that gives direction for visual branding without hindering creativity. It is especially important to share the guide with anyone – employees, vendors, advertising agencies, customers – using brand elements to create collateral and marketing materials.

Our art director, Gary LoBue, Jr., stresses the importance of a style guide, “Not having a standards guide would be like building a home without the blueprints. You’re merely guessing as to how to handle a critically important element’s color, size, spatial orientation or proportion in a variety of settings.”

Elements of a Brand Standards Manual
The content and length of a style guide vary by organizational needs. But, the basic elements of the guide are consistent. Every style guide should include:

Brand and/or mission statement – It is important that users of the guide know the brand. The mission statement, brand values or organizational philosophies help others understand the guiding principles of the brand, which should also guide their use of brand assets.

Logo Use – The logo is the key element to the brand identity. This detailed section of the style guide clearly shows different approved versions of the logo, as well as correct and incorrect treatment and uses of the logo.

Color Palette – Color is one of the most recognizable brand elements. This section of the guide gives very specific information regarding the brand’s color palette, including, both primary and secondary, and exact hex code, CMYK and Pantone colors for web, screen and print.

Typeface Guide – Fonts convey certain messages and ideas through their design and are therefore key elements in a brand identity. The details of the fonts and font families used by a brand need to be clearly identified.

Imagery – The use of symbols, graphics, photography or any visual imagery should be clearly defined. Sometimes, imagery is more recognizable than words, making it crucial that any visual elements are recognizable brand assets.

Some organizations that have more complex structures go beyond the basics to include more details guiding the use of visual brand elements in marketing materials. Such sections could include:

Template Designs – For organizations with multiple locations and vendors, it is prudent to include a section that specifies the layout of business templates, such as stationery, business cards, presentations, etc. The details should also include paper specifications for use with materials to be printed.

Social Media Policy – Maintaining control of anything on social media is extremely difficult, but this section of the guide establishes the framework for social media for an organization. It also dictates which platforms the brand will be active on, who has control of the accounts and the visual identity on each platform.

Signage Specifications – Provides users with business sign specifications to ensure that signs across multiple locations are visually consistent. Signage can be indoor or outdoor, and should cover a variety of possibilities, such as stand-alone buildings or shopping center locations. Keep regulatory requirements in mind when developing this section.

Merchandising Applications – Your brand doesn’t belong on everything. That’s why this section of the brand guide is beneficial. Use it to outline what types of products can be branded and how to use the brand elements on them.

Website Design – This section sets out instructions for anyone developing and posting content for an organization’s website(s). Hierarchy of elements and visual assets must be consistent across all pages of a website. This section serves as a guide for keeping a consistent design.

A Worthwhile Investment
No matter the size or the complexity of your organization, it is crucial to have a brand standards guide to ensure visual consistency across all collateral material. Your brand identity must be preserved and protected at all times, and an investment in a style guide is one that will not be wasted.

 

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It’s Oscar Time – the Prejean Creative Team Picks Our All-time Best Movie Posters

The 89th Academy Awards® ceremony is upon us and all eyes will soon be on Hollywood’s red carpet. The glitz, the glamour, the paparazzi – it’s almost palpable.

So what better way for us at Prejean Creative to get into the mood than to put on our tuxes, grab our tiaras and share the movie posters we believe raised the bar, pushed the art form or maybe even deserved that little golden guy.

May We Have the Envelope, Please!
Kevin Prejean’s Nominations:
From 1927, Fritz Lang’s Metropolis. An exquisite Art Deco and futurist masterpiece. Timeless.
Roman Polanski’s Rosemary’s Baby. From 1968, this poster exemplifies fear, loathing, psychosis and paranoia.
Otto Preminger’s 1959 classic Anatomy of a Murder. A Saul Bass masterwork of design and intrigue.
From 1979, Ridley Scott’s Alien. The hatching egg; the elegant type treatment; a sense of fear. In space, no one can hear you scream – a perfect visual execution of potential and kinetic horror.
Robert Altman’s 1970 anti-war comedy M*A*S*H. Very simple, a little bit odd, but truly a memorable image.

Lisa Prejean’s Picks:
From 1975, Steven Spielberg’s Jaws. While all seems normal above the water, something undetected and terrifying lurks just beneath the surface.
Joel Coen & Ethan Coen’s 1996 film Fargo. A cross-stitch of a murder scene; bizarre perfection for the Coen Brothers.
Mike Nichols’ 1967 groundbreaking The Graduate. An image just provocative enough to hint at the manipulation and temptations of the plot.
From 2016, Nate Parker’s The Birth of a Nation. Great symbolic imagery for a movie about a slave uprising.
2015’s The Hunger Games: Mockingjay – Part 2. The use of the black & white imagery with minimal touches of red is beautifully striking in this special IMAX edition poster.

Molly Metzger’s Selections:
From 2012, Quentin Tarantino’s Django Unchained. Capturing the theme of the movie perfectly, we see a graphic depiction of slavery, freedom and retribution.
Milos Forman’s Best Picture winner of 1984, Amadeus. The man… The music… The madness… an inspired and dramatic image based on the original Broadway poster.
Pixar’s animated entry from 2009, Up. A minimalist design that tugs at your imagination and hints at the adventure that is soon to follow.

Michael Culpepper’s Favorites:
From 1994, Disney’s The Lion King. With this poster, Disney regains its former glory and its animation crown.
The 1980 Irvin Kershner classic Star Wars: Episode V – The Empire Strikes Back. A long time ago in kids’ rooms far, far away, this was the poster every Star Wars fan had on his or her wall.
John Carpenter’s Big Trouble in Little China. From 1986, nothing captures this decade’s craziness like Kurt Russell, mullets, kung fu and air-brushed illustrations.

Gary LoBue Jr’s Nominees:
From 1996, Quentin Tarantino’s Pulp Fiction. A movie poster posing as a book cover, or is it vice versa? Brilliant.
Steven Spielberg’s 1993 Oscar winner Schindler’s List. It’s no accident that the list imprints over the inside wrists of the two individuals on the poster.
Steven Spielberg’s 1993 blockbuster Jurassic Park. A logo and tagline doing the heavy lifting. Simple. Memorable.
Bruce Brown’s 1966 documentary The Endless Summer. The poster that made a certain eight-year-old want to hitchhike to southern California.
From 1958, Alfred Hitchcock’s Vertigo. A dizzying display of typography, color and graphics. Another visual masterpiece by Saul Bass.

Bonnie McDonald’s Nominations:
From 2010, Tim Burton’s dreamy Alice in Wonderland. Colorful and full of the nuances you would expect from a place known as Wonderland.
Hollywood’s first blockbuster, 1939’s Gone With the Wind. The “As God is my witness, I’ll never love another poster again” poster.
William Friedkin’s 1973 genre-altering The Exorcist. The one light you want to stay away from, yet he has to go there. He has to go.
Tobe Hooper’s 1982 screamer Poltergeist. The simple, scary, white noise, little girl, “they’re here” in our TV, heebie-jeebies poster.
From 2012, the Joss Whedon-penned The Cabin in the Woods. The blood red / deathly black colors are eerie, and the copy line, too hilarious for a scary-movie lover like myself.

Cue the “Get Off the Stage” Music
We hope you found this Oscar edition blog informative and entertaining. Please comment by telling us about your all-time favorite movie posters.

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A Press Release is Still a Relevant and Effective Promotions Tactic

For Immediate Release

Did you know the first press release was written by Ivy Lee in 1906? It was written in response to a Pennsylvania Railroad train crash that killed more than 50 people, and Mr. Lee had the company issue a statement about the tragedy, giving the company control of the story. This was seen as a revolutionary step in the way organizations communicated their stories to the public.

One-hundred-ten years later, the press release is still an effective tactic for companies to communicate to their publics, allowing them to control the stories that affect the brand.

Some would argue that in the age of digital and social media, the traditional press release has become irrelevant – that companies can release the same information through various social media channels and maintain control of the message by not having to put it into the hands of journalists. This is a very shortsighted view on the power of the press release. Used strategically, it is still a powerful part of an overall public relations/marketing campaign.

The Purpose of a Press Release
A press release is a tried-and-true tactic for getting a company’s news out to the public. Organizations use press releases to tell their brand stories in their own words. Issuing a press release allows you some control over the message by setting the tone and content, reducing the chances of erroneous reporting.

A release should be written to instantly grab a reporter’s attention, and entice him to follow up for more information with which to write the news article. A media outlet will only publish stories that are considered newsworthy. There are some common considerations the media use when deciding on covering a story:

  • Timing. A story must be current to be considered newsworthy.
  • Uniqueness. The more unusual or interesting the story, the more newsworthy.
  • Significance. A significant story is a newsworthy story.
  • Proximity. The closer a story is to home, the more impact it has and the more newsworthy it is.
  • Personal impact. Stories about people that evoke strong emotions are considered newsworthy.

One thing a press release should NEVER be is a sales pitch. Do not try to sell anything, and avoid marketing jargon and fluff. Telling a story with a positive tone is not the same as making a sales pitch. Focus on the story and what makes it unique.

The Distribution Channels for a Press Release
For a press release to be effective, it has to reach the intended audience. The advent of digital and social media has given organizations direct access to a larger audience, increasing the reach that stories can receive without going through the media. This reach has led some to believe that disseminating a release to traditional news media organizations, individual journalists or over wire services is no longer effective. This is flawed logic.

The proliferation of the self-publishing movement through social media is simply another distribution channel for the press release. While it is true that companies have a greater reach than ever before, a well-written press release that is covered by trusted media will extend the reach of the story to audiences the organization does not have access to. This reach is the underlying reason press releases are still very effective.

Traditional and modern distribution channels can, and should, be used in conjunction with each other to get the best reach for a story. To be successful through any channel, the release has to be picked up by the right audience. When sending to the media, direct the release to the individual reporter whose interests or beat align with the story. If sent to the wrong contact, the story is less likely to get picked up. Apply similar targeting tactics for social media channels – be sure to use the platform that best fits the purpose of the story, and has the audience that will have a direct interest.

Details of a Successful Press Release
The success of a press release hinges on the details. Most journalists will use a press release as a starting point for their own research for a story. However, some will publish a release as is, so it needs to be written like it is going to be published.

The beginning of the press release is the most important information of the story. It needs to hook the reader with a strong headline and encourage him to continue reading or follow up for more details to create a news article. Journalists look for well-organized releases that immediately cover the five Ws – who, what, when, where, why. Use this section to convince the reporter that he wants to run the story. When writing the release, keep in mind that if it is published as is, but must be shortened, the editor will most likely cut from the bottom.

Important to a press release’s success is the writing style. All releases to the media must be written in The Associated Press (AP) Style. It is a very specific style of writing used by media, and there is a regularly updated stylebook that serves as a guide for anyone writing for the news.

Equally important to the writing style is the cleanliness of the copy. Successful press releases are free of any grammar, spelling or punctuation mistakes. Proofreading the release is the most important step in the development process, because if the release has errors of any kind, it risks rejection by reporters.

Visual and interactive elements accompanying a press release offer more engagement opportunities for readers, leading them to additional information beyond the release. Make the release more visual by including videos, infographics or interactive content when possible. Be sure to include links back to your website or social media accounts to encourage readers to learn more about the story or the company.

Adhering to a standard press release format improves clarity. Every release should have the same basic elements:

  • Contact information for the person within the organization to contact for more details.
  • A strong headline/title that succinctly expresses why the story is important.
  • The dateline that includes date, city and state.
  • The body of the press release with the story details.
  • The closing “###,” which signals to journalists the end of the story.
  • A brief description of the organization releasing the story, called the boilerplate.

An Opportunity to Tell a Story
A press release offers the perfect opportunity for you to tell a story or disseminate a message in your own words. Whether as a single announcement or as part of an overall marketing campaign, a well-written press release distributed to the right audience can have a strong impact. The evolution of digital media has added to the effectiveness of a press release by increasing the size of the potential audience. Taking both the traditional route through the media and the modern route directly to audiences through social media, organizations can maximize the reach of their story.

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