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brand building: five critical things people often overlook

Brand building success. As traditional media is eclipsed by new media, the concept of branding continues to change in unexpected ways. Speed, adaptability, and collaboration are more important than ever before. Success means meeting today’s challenges, but tomorrow’s as well. Here are some strategies we’ve found helpful for building brands that people love and which stand up …

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web design revision? Six things to consider.

six things to look for in a web design Every website is different; yet, the best sites always have a few things in common. As you consider a website redesign for your company or organization, ensure it uses the following: a clear message that creates clarity about your company or organization, what it does, how …

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change the conversation: new ways to listen

paying attention to your audience We recently offered to make a referral to a partner company that was declined because of terminology. The client wanted “SEO,” the company didn’t want to sell “SEO,” and the connection wasn’t made.Unfortunately, both sides of the equation were ultimately interested in the same business objective: increasing visibilty and search …

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Six ways online libraries can strengthen your brand

If you use WordPress or another content management system, you already have the ability to provide new and prospective clients with documents through your website. This capability opens up doors for new ways of interacting with people and can help your audience use your site to solve problems and strengthen their connection with your brand. …

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empathy-based messaging

We recently completed an ad campaign for Cedar Male Medical, a clinic specializing in treating men to balance their testosterone levels (usually including erectile dysfunction). Our messaging strategy was based using empathy-based messaging to prompt the audience to feel comfortable talking to the doctor about a difficult subject.

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all together now

With so much marketing taking place through a multitude of different mediums and applications, the tendency is for messages to become ever more fragmented — and more easily forgotten. start with a vision Don’t think of standards and consistency until you have clear vision about why you are important to your audience and are able to distill …

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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 …

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victory has a thousand parents

Shew Design - no coal exports signs

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 …

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print intentionally

Shew Design - Leopold presentation folder

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. You must print intentionally. This can include details like a …

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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 …

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a timely debate

Shew Design - Power Past Coal flier

For over a year now, our company has been working with RE Sources for Sustainable Communities and Climate Solutions to create messaging and graphics about the coal train issue. An overview of the issue can be found here. It has been a challenging project. Challenging in the sheer complexity of the issue: the impacts of …

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Komen and Planned Parenthood

Shew Design - Komen vs. Planned Parenthood

The public feud between Susan G. Komen for the Cure and Planned Parenthood is an object lesson in successful strategic thinking. It’s also a sign of what is to come in terms of captivating and motivating an audience. For those of you who haven’t followed the controversy, Komen recently announced they would (in effect) not …

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Powering past coal

Shew Design - Power Past Coal action web page

The Power Past Coal website was conceived to be a media hub around the coal train issue impacting the Pacific Northwest. For the unfamiliar: the issue is about a coal terminal proposed to be built at Cherry Point in Whatcom County. If built, this would create an enormous influx of trains carrying coal – and with …

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print ad campaign for Chocolate Necessities

We recently completed a print ad campaign for Chocolate Necessities. They not only make some of the finest chocolate you’ll ever taste, but they offer some very unique truffle flavor combinations you won’t find elsewhere. The ads below were designed to highlight some of these flavors. Another goal of the ad series was to focus …

Read moreprint ad campaign for Chocolate Necessities