You know that drawer where you have that unsightly spaghetti-like glob of rubber bands that you just can’t seem to throw out because it seems wasteful? The ones that you are sure you will need someday…Today is the day!
Send them to us…we are always in a growth mode and we don’t want to leave our pet rubber band ball behind…
J H I
2016 Monument Avenue
Richmond, VA 23220
iPad Magazine Art Direction from Brad Colbow on Vimeo.
A central location to share and obtain information; it makes so much sense until you realize that the “marketing volume” is at a confusing, brain-melting level. A classic and definable example of how way too much information shuts down the viewer. There is often so much to see that we can see nothing at all! We switch into self-protection mode and use our internal volume knob to turn down the experience to a more manageable level…but what is lost in the act of doing this may be the most valuable information of all.
We think that the correct strategy (in support of our “keep it focused and simple” philosophy) is to create an island of calm in the chaos. Control the experience. Offer a logical visual and auditory conversation so that the prospect gets just the message you want them to get. Don’t ask them figure it out…their brain was exhausted soon after they entered the show!
The trade show can be an extremely effective marketing investment if well conceived and executed. Let’s discuss your next event…
It’s basically a simple idea to do more with less, but it’s never easy to get there. This maxim is especially true in the realm of communications and never more important than right now.
As never before in history, we are being literally attacked by a tsunami of incoming data, messages, tweets, and all manner of advertising and social connections. Readers/viewers bristle at the thought of wading through paragraphs of copy when they are already thinking about what they will need to move onto as soon as they are done here. So, as a designer, has dealing with pervasive societal Attention Deficit Disorder (ADD) become the playing field where successful communications are crafted?
Instead of organizing a lot information into a predetermined box, if we can define the idea and create a concept to express that idea, do we really need a lot of words? The words will be necessary, but later on in the progression of the conversation, but not in the beginning, where it’s critical to get attention in today’s loud media whirlwind.
By example, several years ago, while traveling in Sicily on a quest to visit the famous pastry shops of the island, we stopped at Maricante’s Pastry Shop in the ancient port of Siracusa. (They now have a web site: http://www.barmarciante.it/HOME.HTM). Ask for a business card and you get this simple idea:
Depending on how you hold the card you either see a smiling face with the inscription: “I ate a pastry from Maricante”, or, I’m obviously having a bad day frowning face with the inscription: “I didn’t eat a pastry from Maricante”. Bypassing the layers of details that may explain why, they get right to the point: happy or sad, the choice is yours. You know all you need to know right now. The product is made with love and is intended to make you feel good…don’t you want that? The mental synapses fire faster than any computer processor and the reader instantaneously attaches a lifetime of experience unclouded by extraneous and complicated layers of information.
Fast-forward to an earlier Apple Computer campaign and poster for the brightly colored bubble Macs from a few year ago. Again, a strong strategic vision and simple and powerful expression create a conversation that defies words! Yum.
Yum says it all, doesn’t it? Not delicious, or any other word, but the quick non-labored immediate response we reserve for when we are surprised by how good something is and don’t feel the need to investigate why. We see it and we know it’s good. But, what is it that’s good: the arrangement of the products in a circle in all their attractive colors; the unique forward thinking demonstrated by a company that would even consider producing such a modern and compelling product? Or, is it expressive of the affirmation of the already common knowledge that to buy and use an Apple computer is an uncomplicated and delicious experience? It’s all of the above.
How does this thinking get applied to the many different forms of communication that we need to produce like web sites and brochures, where a few more words are critical because we are operating in a different venue? The answer lies in strong strategic thinking and a commitment by all parties involved to respect the position of our audience and engage them without unnecessarily burdening them. A marketing communications conversation has a beginning, middle and end. Are we being conscious of the first impression we are making? As our audiences get to know us, are we giving them just what they need at that particular point so that they will actually want to move forward with us? Do we really stop and anticipate their needs or are we just doing data dumps and hoping for the best?
At J H I, we take this seriously; strategy in the development of concept, copy, design and a clear understanding of the proposed conversation form the structure of the process we pursue for our clients.
Richmond is an amazing history experience; you don’t have to go far to get up close to some of our country’s most significant events. This time it’s a four year long commemoration of Virginia’s participation in the most tragic and perhaps most cathartic of all: The Civil War.
Our wonderful clients at the Richmond Metropolitan Convention and Visitors Bureau asked us to do some visual thinking and create an identity that needed to contain an unusually large amount of information. The design was developed by researching broadsides (posters) and other graphic design from the era to create an identity that blended the historic event with the excitement of the 150th commemoration. It’s a smart solution with a strong graphic look that will be instantly recognizable when used by many partners and it contains a memorable Union battle cry as its distinctive and unique call to action. This is the result…
At the recent biennial Richmond AIGA (American Institute of Graphic Arts) design awards ceremony known as GRADE 5, Carter took first place in a category very important to us: Collateral Materials.
Our hard-working project for the Visual Arts Center does it again! “The Richmond Show“, the annual Richmond Ad Club awards ceremony, bestowed a Silver Award for the piece. That brochure is now demanding its own drawer in the sample cabinet…jeeeesh! Congratulations again Carter.
The internet is great for so many things, but just try and find a mailbox that you are in love with and…forget it! Especially if you want one with your company identity on it…nada.
So, wanting a heavily-branded J H I mailbox that was also a comfortable visual fit with our midcentury modern building, we decided to “gulp” have it custom made. We went to Old Dominion Metal Products, which has made all of our galvanized aluminum work surfaces and they said: “sure”. They can do anything, and I mean ANYTHING with metal. But what about the cost? 100% pure, last longer than any of us, hand-made, stainless steel, mounting holes and rubber cushions for the lid so it closes nicely…surprisingly LESS than we expected and less than many, many of the mailboxes we decided were better off left out in internet land.
When we have mail for pickup, we just hang one of our J H I rings over the side to let the postman know that he’s got mail. Anyone have any ideas about how we can get even more J H I symbols on our mailbox??? If you want a beautiful powder-coated J H I ring, just stop by.
Freshly uncrated today in our entry/conference are two stunning Bertoia Diamond Chairs manufactured by Knoll.
These unique chairs are the 1952 visionary brainchild of the Italian-born designer and elegant metal sculptor, Harry Bertoia. They are iconic; they define an era. And, they not only look great, they are surprisingly comfortable.
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