A Creative Communications Agency

Let’s face it, we our a society obsessed with external appearances. We want everyone and everything to look nice and —for the most part— that is a good thing.  Maintaining a desirable appearance is aesthetically pleasing to others, it demonstrates a certain professionalism, it conveys trust, and shows the pride a company has in its products.

That being said, we spend WAY too much time on making things look pretty. Now these words might have our Creative Director storming after me, but hear me out. I believe a disproportionate amount of time is spent rebuilding templates, interfaces and layouts.

A majority of the time in a project should be spent on the content. The content being the information, entertainment, or business transaction that is being conveyed in the medium. I look at it this way: books haven’t changed much in the past centuries. Most are rectangular, they have white pages with black text, and  rectangular pictures. This layout works perfectly. I have never stopped reading a book because the fonts weren’t right or the margins are 4 pixels too narrow. I care only about what the book has to say. I believe the same applies for other media. To quote cinema pioneer Sam Goldwyn, “A wide screen just makes a bad film twice as bad.”

I truly value a beautiful image, or carefully crafted words, and I think a well produced video is the most effective communication medium there is.  We need to spend our time perfecting the content itself. We don’t need fancy, accordion menus; complex organic transitions; or multi-color, multi-layer, gradient effects. We need to make sure that the core message is being communicated in the most beneficial manner.

With this thought in mind I declare Marketing Commandment 2 as:

Thou shall concentrate your efforts on producing great content