Social media brand consistency and multiple impressions connect

Happy Friday 13th! Thought for the lucky day: Keep up your brand consistency throughout ALL your marketing and social media outreach efforts. Consistency is a subtle way of saying to your audience: “They must have their act together!”

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By using and re-using cohesive identity elements and core brand messaging points, you will to to boot, enjoy an economy of cost in producing the various communication graphics. The number of impressions still counts ~ do you recall how many ads you had to place or direct mail pieces it took to get seen, read and acted upon? These are the new multiple impression ads ~ getting seen where folks are these days on Linkedin, Facebook, Youtube, Instagram, etc. These platforms are a lot less expensive to post, so budget to get them “looking as good as you are” speaking to your core brand values with consistency and regularity. Best regards and have a terrific weekend, James 🙂

Intro video to “What’s in a Brand?” gbitips up-coming series

Making these videos is fabulous fun! 26 years ago in London, I was working with The Hedges-Wright Group ~ a multi-media design agency doing almost exactly this sort of thing. Banks of carousel projectors, as many as 16 deep at times, all quietly firing away behind sound-proof glass ~ lovely effects, transitions of graphics, photos and words, with great copy writing and rocking sound systems.

And now, all this while later, one can resurface those skills and make such a production on a laptop! Very excited about the visual digital marketing world at the mo. Makes a nice change TBH from design for print.

Cheers & best regards, James.

Instagram — the future of digital marketing. Article well worth a read.

This is an excellent concise article I recommend reading.

I’ve recently started putting my art (paintings, photography and design) on Instagram. It has huge reach, one can be very specific in terms of who you want to put yourself in front of. It’s easy to set up, quick to upkeep even on a daily basis.

I’m making a lot of new following colleagues and interested parties from all over the world, in several selected industries. Meeting tons of amazing people to boot.

Very under-used in business currently, so great time to jump in on the front of the wave. “The future of digital marketing”, sounds good to me 🙂

https://medium.com/…/why-your-brand-needs-instagram-for-mar…

Brand clean up and collateral consolidation for an amazing recycling business

“It’s like the difference between chalk and cheese” my grandmother used to say. Same great company, same great people and service but now they LOOK as great as they are. You know me and how I like to quote Aristotle – “Perception begins with the eye”. If you need to properly get rid of recycling or an office clean up, call these guys, if you need a marketing materials clean up, call me! See “Before & After image below.
It was also a pleasure to work with a company who are helping others with their recycling needs. Saving the planet and saving them money.
The logo was already created. I was invited to re-design it if I felt that necessary, but it was a good brand, just needed adjusting a tad — it had a gauche little arrow at the end of the graphic which was strategically gratuitous so off it came. Keep your logo concept clean and focused on your salient feature.
We also honed in on the core message platform. The tagline read, “The Total Solution”, we changed it to “Your Total Solution”, and put an emphasis on the essential MWS differentiator: One stop recycling needs = simpler life for clients and cost savings. Very attractive points, now upfront and generating new customers. Brand marketing… so much more than just a pretty face.

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New “Responsive” web site and marketing materials freshen up for Morton Pitalo

mpe-blog-imageCouple of exciting projects to share this month. Morton Pitalo, Sacramento’s oldest civil engineering firm, has been a client of mine for years. I re-designed their logo some 15 years ago, but it was time to update collateral, refresh the brand identity look and feel, and create a new responsive web site: Click here to see

Google ONLY sees responsive sites now, did you know that? And some 60% of web sites are viewed on mobile devices, cell phones in particular. Let me know if you need to update your site. No ubiquitous-looking templates that you have to fit into, we custom build to suit your content and YOUR distinct brand. Look good everywhere!
Content and visual coherence between your web site and your marketing tools is not just brilliant branding, it is cost effective too. Check out the collateral messaging and images, it’s easy to see how they transferred seamlessly into the web site.
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Happy New Year!

Having had an office on Capitol Mall for the past two years has influenced many artworks — dozens of landscape watercolors of the Sutter Buttes and Sacramento River, and several oil and acrylic paintings inspired by the glassy metal towers, flanking as if to frame the classic and lovely architecture of the State Capitol building.
I was visiting Old Sacramento on New Year’s Day, and upon egress, saw an opportunity to take a photo of the Capitol Mall for a possible artwork. The photo went onto my computer and four applications later, these images emerged.  I often develop new art this way, leveraging my years as a photographer and digital designer / artist into paintings, usually on the larger size.
Please accept my sharing and enjoy these desktop background images as “best wishes for a fantastic 2017”. Creativity is inside us, our environment is our palette.
You can simply drag and drop the images to your desktop from this blog. If you’re on a PC, just go to SETTINGS, Control Panel, and Change Desktop Background. Select the image(s) and place them “Center” is best and they look great on a black or dark background! NOTE: I have these at higher resolutions of course and in vector (adobe illustrator) formats. Please just let me know if you would like files emailed to you 🙂
Here’s to making new, exciting, beautiful things happen this year,
Cheers and warm regards,
James
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Logo and brand identity / mobile phone app interface design for MusicRogue

“Your Music on-hold” is the essence of this enterprising mobile phone application. According to NewsWatch, we spend an average of 1.2 years of our lives on-hold. Yikes! Enter MusicRogue. When you get put on-hold, simply press the MusicRogue icon on your smart phone and you will be listening to YOUR music instead of those forever recordings or tinny-sounding elevator songs. When the call is answered, you are notified and can immediately return to your call. Brilliant!

Target audience are GenX and Millennials thus the edgy brand concept and “gnar” colors and fonts! You can learn more here: http://www.musicrogue.com/

What to consider when creating a core visual brand identity:

BE DISTINCT. You are different, your logo and identity should be different. Different gets noticed, and that which gets noticed, is remembered.

INTELLIGENT. Appropriate concepts based on WHAT YOU DO AND WHO YOU ARE DOING IT FOR. Concepts are based your salient feature(s). Simple as that. Have a clear understanding with your designer that the creative about to be produced will be based on a foundation of consensus.

Then core message (copy) platforms can build off the concept and overall image congruency is achieved. Words and image working together are very powerful.

BE YOU. Your energy, your spirit, your YOU. This is a feeling if you like, reflecting your progressive nature, with a nod to your history perhaps… Or your solid, reliable reputation, slightly conservative maybe but looking like the leader you aim to be… Or personable, fun and reliable. Whatever your personality, correct graphic styling, choice of colors and fonts can bring it out. The renegade spirit of the MusicRogue brand is obvious. The pirate character was in at the talking about intelligent concepts stage, and was a clear winner.

PRACTICAL. A production-friendly identity solution which works on all major media, at all sizes in any number of colors. It can’t just look sharp, it has to fly. Economically. Should also be “design versatile” which means parts of the logo and elements of the identity will lend themselves to years of extended creativity for your marketing professionals to leverage. This will make your marketing tools congruent AND visually interesting.

On-line advertising, mobile phone application, logo design and brand identity for MusicRogue
On-line advertising, mobile phone application, logo design and brand identity for MusicRogue

Logo / merchandise brand for O’Mally’s Irish Pub, Old Sacramento.

After 20+ years of research (ahem) at this Irish Pub located close to my office(s), I felt I was ready to design the fine and fun establishment a logo. The principal application is to embroidered and printed shirts for staff and customer purchase.

The Irish shamrock is essentially three heart shapes, so that led the creative in a clear and compelling direction. Cost efficiency considerations included a one-color version and variations were produced for male, female and children’s shirts. The heart component is highlighted playfully in the women’s shirts and is also incorporated into bumper sticker advertising.

Merchandise sales are terrific, especially when worn or displayed on vehicles, that’s free advertising right there along with obvious client endorsements. Love your fans!

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Bumper stickers branding and free advertising for O'Mally's Irish Pub, Old Sacramento, CA.
Bumper stickers branding and free advertising for O’Mally’s Irish Pub, Old Sacramento, CA.

Institute icons for St. Joseph Health Mission Hospital

Back in the day, our client Susan Cole worked with us for a handful of years when she was with CellularOne marketing, SF & Bay Area. C1 became AT&T, Susan went south but stayed in touch. Christmas cards included. Love it when that happens. A few years ago, Susan, now with St. Joseph Health Mission Hospital in S. California, called me up and it was game on again. GBI has produced many collateral projects along with internal communication brochures since then, but recently a “sweet spot” project came along: Concepts and design solutions for thirteen department/institute icons.

Color palette designates for the departments/institutes had previously been established, and collective visual cohesion was requested so that the icons performed individually and as a group. A factual “real-world” direction was also specified, as opposed to more conceptual graphic ideas, no metaphors.

An icon needs to be instantly recognized. It is often used like visual shorthand, at-a-glance understanding is a must. The styling of the icons needed to be friendly-looking–with names like “General Surgery” and “Neuroscience and Spine Institute” we did not want the icons scaring anybody! Solid, reliable, squares host, ground and unite the icons as a set, with soft rounded corners and soft points rather than sharp for the graphics. The overall result is a production-friendly, cohesive set of icons which make sense right away and feels good, comforting even.

GBI TIP OF THE DAY: Set clear project parameters, leverage and respect corporate or organizational branding, build creative on simplified intelligence and make it all look fabulous. Also, stay in touch with great clients, good things have a way of coming back around.

Eight icons for St. Joseph Health Mission Hospital.
Eight icons for St. Joseph Health Mission Hospital.

Goodchap Art show, Oct 8th, Sacramento Second Saturday.

https://www.newsreview.com/sacramento/welsh-artist-james-goodchap-show/local/Calendar?oid=22144018

Given the crazy short notice for the last Second Saturday show, I have secured the location for the October 8th Second Sat Art Walk weekend. So put it in your calendars, c’mon down 🙂 lot of new work to share, it’s pouring out of me these days, even some for sale… imagine that!

www.goodchapart.com

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AICCU dynamic brand identity from Goodchap

The Association of Independent California Colleges and Universities (AICCU) engaged Goodchap to create a new logo and visual brand identity.

OBJECTIVE: Create a core brand identity that will visually position AICCU shoulder to shoulder with the top educational entities (CSU’s/UC’s and Community Colleges).

Goodchap Brand Identity Mantra… YOUR BRAND SHOULD BE:

DISTINCT. You are different, your logo and identity should be different. Different gets noticed, and that which gets noticed, is remembered.

INTELLIGENT. Appropriate concepts (no “it just looked cool” elements). Concept is based your salient feature(s). Simple as that. Core message (copy) platforms build off the concept and overall image congruency is achieved. Words and image working together are very powerful.

BE YOU. Your energy, your spirit, your YOU. This is a feeling if you like, reflecting your progressive nature, with a nod to your history perhaps… Or your solid, reliable reputation, slightly conservative maybe but looking like the leader you aim to be… Or personable, fun and reliable. Whatever your personality, correct graphic styling, choice of colors and fonts can bring it out.

PRACTICAL.  A production-friendly identity solution which works  on all major media, at all sizes in any number of colors. It can’t just look sharp, it has to fly. Economically.  Should also be “design versatile” which means parts of the logo and elements of the identity will lend themselves to years of extended creativity for your marketing professionals to leverage. This will make your marketing tools congruent AND visually interesting.

OK, therein endeth the lesson. This is how all that panned out for AICCU:

Distinct: Dozens of educational entities were looked at to get a sense of what’s being done out there and to make sure we did not accidentally step on any existing concept toes as it were. They all looked pretty much the same, using icons that typically represent the segment (books, graduation caps, hands holding hands, and more books). So a concept was sought that would keep us far away from those sleepy old ideas.

Intelligence: A list of AICCU features was developed, discussed and edited to lead the creative stage. Words like partnership, independent, diverse, collective, journey, and going beyond — students sent qualified out into the world, fueling future economies. Creative concepts and designs were developed based on these pre-determined directions. The final brand was eventually presented at board level for approval. When a BOD hears the rational of creative before seeing anything, their comfort levels are high, left and right brain spheres are happy, and approvals are smoothly achieved. Next item…

Being AICCU: Energy, positivity, vibrancy, solidity, credibility, professionalism, progressive. Leaders. Bright optimistic colors, moving parts of the principal graphic, upwards, innovative, making great things happen people. Got it.

Practical: Logo performs in one color, three or four. Configured for print and web applications. Alternative “seal” logo was required and produced for specific official uses. Alternative with and without acronym versions delivered. Logo components can be pulled to extend and promote the brand in multiple locations from web site to office murals (see presentation folder item for a good example).

EXPERIENCE: Great communications, solid team consensus, immediate board approval. “That was the smoothest logo and identity project I’ve ever worked on.” – AICCU Client, Summer 2016.

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In-house branding and motivational team building icons for First Direct Lending

First Direct Lending (see blog post dated August 17, 2015  “Identity and web site interface for First Direct Lending”) in-house office team building murals and signs.

Encouraging team spirit and a healthy competitive work environment, FDL called on GBI to  develop an Ellie the elephant icon for a large-scale office mural (over 8ft x 8ft). Messages draw similarities between Elephants and FDL work ethics: “Elephants have big hearts”, Elephants work together to accomplish goals” etc.

Ten license plates were designed and printed about 3ft wide, each representing individual teams within the office to promote an exciting work ethic and fitting the dynamic go-getter personalities at FDL.

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FDL plate1FDL plate5FDL plate4FDL plate2

 

Triple Double Sports Bar and Grill identity and murals

An exciting new sports bar and grill is about to open on 419 J Street, Sacramento, right across from the new downtown Kings Arena.

Triple Double (a basketball reference) Sports Bar and Grill commissioned Goodchap to develop a series of iconic sporting artworks to be used in branding and painted as visual accents throughout the bar / restaurant.

When a brand visual identity extends into every level of customer awareness and experience, it makes a deep impression and not only will be remembered, it will even be regularly promoted by customers to others. From huge bold murals, brand presentation, menu and web site, to take-away items like coasters and postcards showing the striking sporting artworks. Art becomes brand, brand becomes art. A powerful symbiotic combination of visual events.

http://www.sactownmag.com/Whats-Cooking/2015/Triple-Double-restaurant-near-Golden-1-Center-aims-to-open-Sept-1/

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Book cover for Jennifer Ann Gordon

Book cover for the amazing Jennifer Ann Gordon.

“Comfort food for the hungry heart. Inspiration, humor and epiphanies straight from Jennifer Ann Gordon’s own experience, the book is deceptively simple and ultimately profound. Gordon’s book is designed to help women move forward with more confidence, joy, and gratitude. It tells the story of ‘everywoman’ and is perfect for the busy woman who, opening it at random, can find refreshment in a few minutes.”

http://www.amazon.com/WOMANS-MIND-HALF-NAKED-Revised/dp/1508495076

JAG cover for blog

Logo and identity for Heather A. Tattershall, Family Law Attorney and Mediator

Logo and identity designed to be a reflection  of Heather Tattershall’s positive approach to finding brilliant solutions in her field of  family law. The upward curve in the logo letters are suggestive of a smile, and the shapes are arranged into a solid, confident, organized form.

Branding for responsive web site project in progress.

Logo and business cards:

HAT logo

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