Journal 3 – MARK 1024
On July 28, 2020, I attended a presentation given by Brady Dahmer, of The Central Branch Marketing Agency.
What is Design?
Design is everywhere. We see it in print, billboards, television, and online (check out the Starbucks Instagram post below). It entails the colours used in logos, the fonts used in advertisements, and the layout of an app. But what is design, and how does one go about creating a composition of visuals? The answer, strategic thinking.
Brady Dahmer, owner and graphic designer at The Central Branch, spoke about the rapid change in focus in the marketing industry from traditional to online media. With the rise in social media, many companies have reacted by jumping onto these new platforms without a clear strategy. Like any other marketing campaign, actions must be defined with a clear purpose.
Dahmer spoke about his experience with reactive-like clients and how their bandwagon behaviour resulted in failed projects. His clients would see content created by other companies and try to mimic it without a clear purpose and voice. Indeed, social media can be used as a channel of communication for brand messaging and customer engagement. However, before sharing any content or messaging, the brand must understand their values and establish a voice. Dahmer’s clients did not have a clear understanding of their brand identity, therefore lacking direction in brand messaging and design.
Pretty Pictures are Just Half of the Story…
Don’t get me wrong. High-quality images, harmonious colour palettes, and typography all play a role in brand design. However, what makes design pop and create impact is its alignment with a brand identity.
The beauty brand, Glossier, specializes in simplistic, cruelty-free products. Not to mention, the brand encourages users to prioritize their natural canvas, “Skin first, makeup second.” Glossier’s logo embodies simplicity by applying clean typography over a light pink background. The logo truly resonates with customers as its minimalist design aligns with the brand’s identity. Design must serve a purpose and help tell a story to inspire people. Without direction, beautiful visuals can go to waste and not be noticed at all.
Advice from an Agency Owner
Dahmer’s experience in advertising and graphic design is quite vast. Some brands and projects he worked on include Malvados Sandals, the Vancouver Olympics, and the TED Vancouver Conference. Dahmer’s portfolio also includes work from the medical, tech, not-for-profit, and film industries! Throughout his career, Dahmer also volunteered for a variety of organizations and events, including the Projecting Change Film Festival.
Dahmer mentioned that his time volunteering at various non-for-profit organizations taught him the ins and outs of project management, and helped him develop a diverse professional network. With all these assets, he was able to start his marketing agency, The Central Branch. Dahmer provided some words of wisdom for individuals interested in working or starting their marketing agency. When creating and designing for a client, you should:
- Understand the client’s goals and objectives
- Go beyond making something “pretty”
- Make your work a worthwhile investment
As mentioned previously, marketing and design entails more than pretty pictures. The process of creating visuals and layouts involves understanding your client’s brand identity. What is the client trying to provide to its customers? What is their value proposition? Who are they trying to appeal to? These are all questions we as marketers must consider when choosing something as simple as the background colour of your client’s web page.
Lastly, remember that as an agency, you are using someone else’s money. Marketing agencies are hired and given an allowance to help businesses reach a goal, whether it be building awareness, sparking engagement, or even driving conversions. Not only should the resulting design be visually appealing, but it should be timeless and valuable for the client in the long-term.
-LaarniJane♡
SimplyLJ 