Say It Write

It’s probably happened to all of you

You’re listening to the radio. You hear his or her voice. You begin, subconsciously, creating a visual of how this person looks. Soon, their entire physique is at the command of your imagination.

And depending upon your mental prowess, you have created a background story for them. Occupation. Family. Race, height, weight, eye color. All based on the sound quality of their voice. Every nuance is yet another clue into the depth of his or her alleged character.

And then you Google them. Or meet them. 

Such a disconnect - before your very eyes all your hard work… crack goes the proverbial Humpty Dumpty. It’s not a disappointment to humanity; it’s a disappointment to your imagination. It’s inconsistency.

You spent considerable energy and care into creating a beautiful Faberge egg of a persona. A body to match that resonating voice.

And one glance at that picture? All the king’s photoshoppers and ventriloquists couldn’t put it back together again.

But a copywriter? Maybe.

You see, a copywriter is sort of like a literature PR person. We work from the opposite end. WE take the person that you see. The hypothetical person you Googled and we help create emotional text that matches their physique; all the visual elements that you encounter face-to-face.

Every component one sees will match in everything they see, hear and read.

We give them their own form of syntax that matches the windows to their soul.

Everyone has something to say just not everyone knows how to say it. 

Therefore, it’s far too easy to have it spelled out in such a way that disconnects from a personal and professional brand.

A copywriter begins with the basics. We explore the rudimentary essentials of grammar:

• Type: Technical, Business, Conversational

• Tense: Past, Present, Future

• Voice: First, Second, Third

• Style: Expository, Persuasive, Descriptive, Narrative

And then we help you create your own unique identity. We allow individuals to experience his or her own exclusive tone, full of emotion. We capture the essence of people and generate content as an extension of their personality. We market you. We take what your brand really is and embolden it online and in print with impactful words. We translate what others cannot convey. You have thoughts; We are there to voice them.

So the next time someone sees you, hears you, reads your work  - whether all those works are combined or are separated -  the goal of everything you do is to represent yourself. For people to say, “That’s so (insert name here).”

DIY Branding - Hurtful or Helpful?

DIY Branding – Hurtful or Helpful?

With all of the DIY tutorials available on the web, it can be tempting to try and save money by pursuing the creative process yourself. Those who design branding based on personal preference rather than what will attract the target audience, suit the personality of the brand or translate well in multiple applications could hurt their company more than it helps.

As graphic designers, we strive to make an aesthetically pleasing product, but more importantly we are problem solvers. We research the industry of clients for a thorough understanding of their target audience; this enables us to create a brand that engages and interacts with that audience. Having a brand created for you by a professional designer has many benefits:

It’s custom.

No templates, no pre-formulated shapes or limited font choices. A one-of-a-kind; a brand as unique and strong as your ideas will attract the kind of clients you want.

It’s from an industry expert.

Professional graphic designers have education and experience in the industry. There is a carefully planned strategy behind everything created: Color schemes, font choices and all visuals are elements combined to solve a problem. A pro will educate their clients about these choices and how they are the solution. Telling you it is something they thought was pretty is not acceptable reasoning.

It’s from an outsider’s perspective.

Being IN a brand can hinder your perspective of that brand. We see the potential of your brand and big ideas. We do our homework, so we know how your brand looks through the eyes of your audience. Let us capitalize on your strengths and build a solid reputation.

You will attract the right clients.

You want to build a good reputation and attract qualified clients. Our solution is to work with you to accomplish your goals with solid branding, consistent materials and advertising.

Many businesses are hesitant to invest in branding because it’s not an instant solution or quick fix. However, a professionally designed brand backed by years of education, research and experience is a solid foundation to success.

What the heck is The Green Couch Project?

A few years ago, my husband and I were walking around a furniture store, not really looking for anything in particular, when I walked around the corner and fell in love. There she sat, the green couch I never knew I needed. It felt as though she was waving at me saying, "Hey Laura! Lets do great things together!"

Rewind to 2007, the year everything started. I guess you could say I had gutsy because at 6 months pregnant, I quit my full time job to develop Worx. My first desk was a couch and a coffee table (as you can see, I have a thing for couches). So then, when I saw the green couch it reminded me of a time that once existed. It took me back to that uneasy and excited moment when I decided to start a business: How many late nights I worked on that couch to create a voice and how passionate I was (and still am) about making a difference in other entrepreneurs' journeys.

It took me back to that moment when I knew I wanted to be in control of my own destiny.

Fast forward to today and a little something we like to call The Green Couch Project©. It's all about authentic risk takers spilling their gutsy. What the heck does that mean? As entrepreneurs we share similar strengths, weaknesses, victories and obstacles. Gutsy means to be bold, courageous, daring and adventurous.

We found 6 risk takers to share their stories and Spill Their Gutsy©. They dug into the depths of their hearts and shared insights on questions like:

• What fires you up?
• Why do you do what you do?
• What do you fear loosing the most?
• What was the moment that made it all worth it?
• What was the moment you almost quit, and why didn't you?

Check out the teaser video here!

The Green Couch Project is all about empowerment. From positive quotes posted on social media everyday, to rich stories about people just like you. We want you to know that you're not alone. You're among a unique group of people that think differently. You have gutsy, and we celebrate that.

So what's next? We've created the promise form (download here) which is your way of committing. Not to us or anyone else, but yourself. And if you choose to, take a snapshot of yourself holding your promise, upload to Instagram or Twitter and tag us in it with #spillyourgutsy. Let's create a community that empowers each other! 

And last but not least, the stories. By the end of March, you'll be able to visit the website to view the full-length stories, videos and pictures of our 6 participants. We'll even give you the tools you need to succeed by building a base brand that stands for who you are, what you do and why it matters.

So stay tuned as we, and so many others, spill our gutsy.

Photo credit to the amazing Anderson Photographs team!

Working in Harmony

Thanks to blossoming relationships through the AAF-GF, this year we have partnered with Music & Arts (M&A), the leading national band and orchestral instrument retailer and lesson provider in the United States. As a trusted member of their marketing team, we work with the core creative team at M&A to develop national campaigns, design store signage and launch new programs. Through an organized project management system, we are able to collaborate and communicate with the M&A team to execute ideas and share files. 

We were invited to join them at their annual Marketing Summit at their headquarters in Frederick, MD. This amazing opportunity allowed us to spend the day brainstorming and team building with creative teams from all over the country. Working with so many talented people empowers us to approach our work with an open mind and heart. As the M&A brand continues to grow, we look forward to being part of the creative family!

"Working with Laura, Amber, and Kassie has been a great experience in both creative output and communication. The team at Worx has been 100% on-time with deadlines and continually manages to embody our brand while still providing their own unique, artistic flair. Thanks very much for everything you do and I look forward to many more years of successful projects."

-Rob Mellinger
Retail Communications Coordinator
Music & Arts

The Art Behind Flying Pie Co.

Every great concept starts with an idea. It's that gut feeling you get when you know something great is ahead of you. In this case, it was the night that we sat with entrepreneurs Greg & Marjorie Kane in our studio and they shared their passion to open a wood fired kitchen with us. From that moment on, we were all hooked.

Over the last year, we've had the privilege to bring their concept to life through branding and marketing. From helping to name the restaurant to hand drawing illustrations of their atmosphere, we've taken an idea and ran with it.

Some of the fun things that we've worked on with them:

• Concept development - what should the look, feel and tone be like?
• Branding - creating the Flying Pie logo, color scheme and business cards
• Illustration - one of the unique parts of their brand
• Apparel - shirts and frisbees (yes, frisbees)
• Advertising - spreading the word through print and outdoor ads
• Menus - 'cause people gotta eat!
• Social Media - creating a buzz and anticipation through facebook and instagram
• Website - taking the atmosphere online
• Environmental Graphics - signs, signs, everywhere there's signs
• Creative Coaching - being the go-to gals for ideas on decor and direction

One of the things we love most about what we do is being part of our clients journey. It's been an honor to watch the Kane's vision turn into an atmosphere that people love to be in. There's something special about sitting back and watching people enjoy the place you helped bring to life.

So what's next? I guess you'll just have to wait and see :)

People Matter.

When a client trusts us to collaborate with them in the development of their brand, the best results are achieved. Preferred Maintenance Group (PMG) contacted us to develop a logo, stationery and website to jumpstart the PMG brand. Delivering your message to the right audience is crucial to having a successful brand. PMG focuses on the client as an individual, giving them personalized and professional service like no other. They do things a little differently, focusing on building a trusting relationship with each client and taking care of every employee as if they were family. They needed us to help them communicate this with their brand.

Clean medical facilities are essential to the health of people, and the focus on health was a catalyst for forming the company. PMG specializes in commercial cleaning for medical facilities, professional centers, and multi-tenant buildings. Not every solution is one size fits all, and each contract is tailored to the needs of the client. A key component in their brand development was to communicate the benefits of using this service over another company on the website.

We were inspired by such a young talented entrepreneur and enjoyed the entire process from concept to completion. For more information about PMG, check out the website at http://www.preferredmaintenancegroup.com

Differentiate: 3 Questions to Ask

Our brains are hardwired to notice what is different. It is the remarkable organ responsible for taking in the sensory information we receive from the outside world and making sense of it. Of all the senses, we depend on sight the most. Our sense of vision is based on aesthetics and recognizing differences. This is directly related to the perception of brands. When we see a new product, package, or page layout that demonstrates a clever use of contrast, we like it. The same can be said for how differently people feel about one brand compared to another.

Before the process of creating a look to identify a brand can begin, three important questions need to be answered.

1) Who are you?

This one should be easy. Just state the company name and product.

2) What do you do?

This is a little trickier, but you should be able to define what the company does.

3) Why does it matter?

Stumped? You could say you have great customer service or the best product, but so does everyone else.

There is a need for compelling answers to all three questions to create an emotional connection with consumers, or you haven’t got a brand. The answers show how your brand is different and why your company has a purpose. Take KitchenAid for instance. “We are KitchenAid. We make kitchen appliances. It matters because generations of families have trusted our product.”

Adding products or services that are irrelevant will make your message confusing and it will no longer be different. What if KitchenAid decided to add laundry appliances and bathroom accessories to their product line? How are they different now? “We’re KitchenAid. You know us for kitchen equipment, but we can do a whole bunch of other things too.” You would be shocked to see how many companies break this rule.

The takeaway from all of this is to keep it simple, keep it different.