When San Diego and Tijuana were collectively named the Design Capital of the World for 2024, we were thrilled. This is a huge honor—previous cities that received this designation include Valencia, Mexico City, Seoul, Helsinki, and Torino. San Diego Design Week was a cornerstone event of our community’s spotlight on the world stage, and VSSL… Continue reading Beacon of Belonging: Celebrating Our Creative Community
Author: Michael Gauthier
Using Brand Archetypes to Connect With Your Audience
The idea of an archetype was created by psychologist Carl Jung. Jungian archetypes are images and themes derived from the collective unconscious. They serve as a way for humans to recognize and categorize different people, personalities, and behaviors. Archetypes are foundational tools for storytelling in movies, books, TV, and other forms of storytelling. So what… Continue reading Using Brand Archetypes to Connect With Your Audience
A Brand Is a Lot More Than You Think
“Brand” and “Branding” are over-used and often misunderstood concepts in business, sales, and marketing. Depending on who you ask and what part of the business they work in, you will likely get a very different answer. Some might say it’s the product, some the logo, and others say it’s the company’s hiring practices. And although… Continue reading A Brand Is a Lot More Than You Think
Video Marketing: Why It Is Crucial for Optimal Business Development
“I hate television. I hate it as much as peanuts. But I can’t stop eating peanuts” – Orson Welles If this quote from renowned director Orson Welles should instill anything in a present-day business owner, it’s that people love a visual medium. Keeping audiences engaged with your marketing strategies is a common struggle, but marketing… Continue reading Video Marketing: Why It Is Crucial for Optimal Business Development
How To Develop A Design Strategy That Suits Your Business Needs
Before implementing a strategy regarding any aspect of your business, ask yourself one thing: How does this suit my mission statement? Defining your mission statement prior to developing a design strategy will help you to cultivate a plan of action that clients will respect and believe in. Develop a Design Strategy in 6 Steps You… Continue reading How To Develop A Design Strategy That Suits Your Business Needs
Branding Sets the Course for Business Success
Branding has always been a key component of successful B2C companies, but for many B2B providers, branding is overlooked and underutilized. B2B providers will find significant benefits by making consistent, strategic, and deliberate brand decisions, improving how clients interact with you at every stage of the marketing funnel. A well-defined purpose with ownable beliefs and… Continue reading Branding Sets the Course for Business Success
4 Considerations to Define Your Brand’s Photographic Style
Now more than ever, having a well-defined brand identity is how companies stand apart from their competitors and establish themselves within their space. Since there are so many ways customers consume content, every aspect of a brand needs to be intentional and support the overarching brand persona. A well-defined and ownable photographic style is an… Continue reading 4 Considerations to Define Your Brand’s Photographic Style