Since taglines are often attached to logos and the first words users see on a website, speaking that truth, to the right audience, is a chance to lock down an initial connection, and transform visitors to converting customers...A tagline is so much more than a few words — it’s Step 1 in the conversion process. It’s your meet-n-greet. The chance to say to your customer, “I know who you are. I have what you need. I know how you feel.”
Client communication is pivotal — it can make or break a design, and it can fuel or derail an entire team’s workflow. Clients know what they’re talking about, but as a creative team, it's on us to make sure we’re speaking their language fluently.
When designers are sketching logos, copywriters are scribbling taglines, and developers are mapping out templates, goals are in the forefront. Everything from colors to coding is connected by a brand’s aspirations.
A question I’ve continued to ask: Will systems stifle creativity? In my experience, I’ve come to realize how the right amount of structure can actually allow and make room for more creativity...I’m confident that success and creativity lies not in working harder, but smarter.
For those of you who haven't jumped aboard the Finely Crafted bandwagon, now's as good a time as any. In Season 2, we turned the focus back on ourselves and on the branding process we walk our clients through.
It's my belief, and a shared belief amongst our team, that full transparency into who we are and how we work can and does contribute to us doing our best work. We want people to feel confident that we're the best fit, even before they pick up the phone or send us an initial email.