experience as message

Posted by on Jun 24, 2013 in copywriting, creativity, design, language, printing, social marketing
experience as message

Framing marketing communications in terms of experience opens up new opportunities for engaging your audience. Our Be in Bellingham campaign is one example of this thinking at work; another is a thank you promotion we recently completed for Shew Design. The purpose of the project was to say thanks to clients and collaborators in a […]

experiences > things

Posted by on Jun 17, 2013 in copywriting, creativity, messaging
experiences  > things

A paradox of destination marketing is that while each destination is unique in its own way, the materials and messages people use for different destinations are often indistinguishable from one another. In promoting Bellingham Whatcom County, we wanted to subtly rethink destination marketing to create work that departed from these expectations. We started by making […]

standing out, fitting in

Posted by on Jun 5, 2013 in design, marketing
standing out, fitting in

“Just to make this stand out” is to design what “Trust me. This is going to work” is to buddy movies. Both phrases tend to lead to fiascoes of one kind or another. Making things stand out – i.e. making things clash with their surroundings – can be a crucial part of design, but too […]

the new contest: more is less

Posted by on May 27, 2013 in contests, creativity, design
the new contest: more is less

We’ve ruined six perfectly-good designs by adding some extra detail to “make them pop.”  Find the hidden offender and a trio of chocolate bars and a Fresh Idea book may be yours. Send your answers to info@shew-design.com by June 30 with “contest” in the subject line. The one with the most right answers wins. Winner […]

victory has a thousand parents

Posted by on Nov 17, 2012 in creativity, design, Inspiration, messaging
victory has a thousand parents

Years ago, my initial interpretation of the phrase “victory has a thousand parents, but defeat is an orphan” was a cynical one. My take on it was that if a project goes well, people will claim responsibility. The same people will disavow their role if the project meets with a less favorable outcome. As I […]

print intentionally

Posted by on Oct 26, 2012 in copywriting, creativity, messaging, printing
print intentionally

Despite all predictions to the contrary, printed communications still play a crucial role in how organizations reach out to their audience. Print has changed, though. It is now more an elective than a requirement, and like any choice it benefits from planning and thinking ahead. This can include details like a delivery strategy, or options […]

clean up your navigation through analytics

Posted by on Oct 24, 2012 in analytics, copywriting, marketing, messaging, web design
clean up your navigation through analytics

Most things are more complicated than they need to be. Navigation is no exception. You can fairly easily see what links people use on your website using traffic evaluation tools such as Google Analytics. More importantly, these tools can show you which links people don’t visit. This can help you make informed decisions about revising […]

artwalk with us

Posted by on Oct 4, 2012 in about us, creativity, Inspiration
artwalk with us

It’s the first Friday of the month. Where will you typically find us that night? At Bellingham’s Artwalk. Downtown is bustling with people going from gallery to gallery, taking breaks for a drink or a meal. Everyone has their list of favorite places to go – we thought we would share ours. First things first. […]

hey, dummy

Posted by on Sep 10, 2012 in about us, creativity, design, risk
hey, dummy

While developing a packaging concept for a high end manufacturer, we encountered some feedback from a friend of the client who recommended we take an alternate approach. His advice was, literally, “dumb it down.” The product was a gourmet food item (chocolate) for a discriminating, college-educated audience. The argument was based on a perception of the across the board, ever-dwindling […]

making choices, creating value

Posted by on Aug 8, 2012 in creativity, health care, Inspiration, language, risk
making choices, creating value

I constantly think about why people value the things they do, and how design and messaging fit into that larger picture. We recently had a project that gave me a new perspective about these enternal questions. Without giving away the details, here is the situation: the client is an inventor who developed a product that […]

don’t stop believing

Posted by on Jul 4, 2012 in about us, contests, creativity, design, Inspiration, our space
don’t stop believing

Eric and I started commuting to work on our bikes almost a year ago. Details that were normally overlooked were suddenly noticed and studied. This particular stop sign was one of them. “Don’t” had been added to the sign, and at one point someone had handwritten “believing” below this. Later, for whatever reason, “believing” was […]

Social media resources

Posted by on Jun 14, 2012 in marketing, social marketing
Social media resources

Thanks to those of you who attended  our presentation yesterday. Here are the documents Jackie referenced. Please use these as examples of the planning process she uses to help her clients engage in social media. Resources Sample brain dump Sample social media outline Sample social media calendar We will be happy to meet with you […]