Living Organism

The need to update or reinvent a brand is a natural evolution and usually a requirement at some point during a company’s lifecycle. Times change, products develop and missions shift direction. In order to remain pertinent, congruent and up-to-date, a company’s brand identity must adapt. Inevitably, the challenge of keeping a unique voice will present itself. With so many corporate marks, type treatments and messages already in use, and with technology making our world smaller and smaller by the year, it is becoming more difficult for the designer’s creative process to remain fresh and unadulterated. Whether intentional or unintentional, designers and agencies often cross the line of “inspired and influenced by” to “copied and taken from.”

Over time, I’ve observed executives who believe an article in the paper, a speaking engagement at a tradeshow, or a creative press release will instantly draw them into the perpetual limelight.

Sadly, public relations is one of the most misunderstood and undervalued disciplines by top management. It’s a frightening thought considering that PR is the single most important marketing tool for building brand and steering public perceptions.

As designers and communicators, our goal for any client is to build a brand that speaks to an audience. We are hired because our clients have something to say, and they want to look great, command respect, and raise their bottom line while saying it. Given a varying set of constraints such as time, budget, and demographics, we pull together our collective experience to meet deadlines and produce stellar campaigns.

Adjustment to constraints is often a challenge, but can also lead to a more creative end result. However, there is one challenge that rises above the rest. When a client retains our expertise, we are often required to step into an additional role—educator.