reactions

MSLK works with our clients to build great experiences with every touch-point of their brand, from identity design through to websites, packaging, and promotions online and offline. Over the years we’ve found that the best promotions and websites are really only possible when there is a truly unique offering, the only limit is with the brands themselves. When we see a brand everything right, it’s exciting.

I came across such a brand during a search for eyeglasses. After numerous visits to online stores and brick & morters, I found the whole process to be draining: too many choices, and a nagging sense that things were more expensive than they should be. Then I remembered an article I had read some time ago about a startup making vintage-inspired frames with prescription lenses for only $95.00. I began my Google search using the keywords “New York Times vintage eyewear website” which lead me right to the article.

Now I’m the proud owner of a wonderful pair of stylish, vintage-inspired frames from Warby Parker. I only paid $95.00, and found the whole experience to be, well… fun, which is a far cry from my previous experiences. Here’s why:

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Image-based brands such as fashion, beauty, photographers, and artists will love Pinterest a new social sharing platform dedicated to “connecting everyone in the world through shared tastes and the ‘things’ they find interesting.” Users create image boards on topics ranging from home, to travel, food, fitness, beauty, etc. They then find, follow, and share with friends who have similar interests.

Think of Pinterest as your virtual tack board. Remember the cork board you used to have over your desk? Instead of clipping and tacking physical inspiration, Pinterest allows you to keep track of all those virtual bits of inspiration you come across online everyday. Pinterest comes complete with a browser extension that makes pinning a snap. Simply click on the “Pin It” tool when viewing any standard web page and every image or video on that page can be added to your profile with two clicks. Users are encouraged to add a note to the image and anyone can add a comment to it at anytime. More importantly the image is saved with a link to the URL of the original source. Goodbye long, scrolling lists of “Bookmarked” pages you can’t remember why you saved in the first place, hello Pinterest.
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We are thrilled to officially announce that our new packaging for Wigwam just won an American Packaging Design Award!

According to the letter of congratulations:

“For nearly five decades, Graphic Design USA has sponsored national design competitions that spotlight areas of excellence and opportunity for creative professionals. Of these, the American Package Design Awards is the fast growing. The reason is simple but profound: marketers are challenged as never before to convey their message. Package design — along with the related disciplines of POP and instore graphics — are increasingly the difference-makers in the consumer’s purchasing decision. This competition celebrates well-designed graphics, of course, but also the power of design to advance the brand promise and forge an emotional connection with the buyer at the moment of truth.”

Making this even better is that we were able to top ourselves… having won the same award for our soon-to-be-the-old packaging in 2008. Lightning has definitely struck twice, and it feels even better than it did the first time! Congrats to all at MSLK and Wigwam who helped make this as great as it could be.

Look for the new packaging as it arrives in stores this spring!

MSLK believes transferring relationships fostered on social media to in-person encounters is a recipe for success. Companies are able to reach a wider audience through all of today’s online channels and utilizing social media to augment face-to-face encounters such as trade shows, events, and in-store promotions has proven to enhance results.

I was one of a group of six social media experts who were interviewed by Rob Murphy and GCI magazine at the end of last year to hear our thoughts on “Using Social Media to Enhance Face-to-Face Encounters.” Here are a few insights:
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Steve Jobs was not a designer, at least not in the traditional sense. In fact, there was little he did do that was traditional, in any sense of the word. Having just finished his biography, Steve Jobs by Walter Isaacson, I have a new-found respect for the man who transformed not only the world of computers, consumer  electronics, music, movies, etc… but also had a profound effect of the lives of creative professionals — graphic designers in particular.
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MSLK is honored and humbled to have received two of the nine AIGA Making the Case Awards for our projects, Watershed and Figment 360° Branding. Beyond the mere beauty pageant that is the average design competition, “Making the Case” selects case studies that “demonstrate the value of design in a clear, compelling and accessible way” to clients and society. Given recent economic trends, now more than ever it is important for non-designers to understand how great design leads to business growth and/or positive societal change.
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MSLK has recently been busy working on completely new packaging and overall branding for Wigwam Mills, and it’s getting ready to hit the shelves this spring.

This was one of MSLK’s toughest challenges to date, for no other reason than we needed to improve on their previous design… also created by us. Though the challenges were different, we followed the same process as always, leading Wigwam toward reevaluating their core messaging, and revamping that look to stay true to their brand’s DNA. This new packaging is the first step toward helping them secure their place as a leader in the performance sock market.
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In a market flooded with so many brands, today’s consumer is presented with an ever-changing array of options along with an increased sense of discernment about what and where to spend their resources.  To be successful, a brand must find ways to distinguish itself and stand out amongst the clutter.

The process begins with a business strategy and marketing plan.  It has a clear point of view and maps out a direction for future activities.  This written plan describes the business, outlines goals and defines a sustainable competitive advantage.  It is a document that will grow and evolve.  A strong plan is an essential foundation documenting specific strategies and tactics to guarantee objectives are met.  Furthermore, it helps businesses make decisions quickly and manages capital and promotional opportunities effectively throughout the year; allowing for the right investments in the right places always with an eye towards the “big picture.”

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For many, the word audit isn’t connected to creativity or much less something that can be good for business or actually fun. However, a brand audit is a great way of reviewing your brand to get an overview of how your company communicates. This is necessary in order to understand what’s working, what’s not working as intended,  and to set a successful course for the road ahead. We recently completed a brand audit and thought we’d share what we’ve identified as some best practices.

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Reaching people through online, e-commerce and social media has become an unquestionable requirement of doing business; particularly for smaller brands without the resources to do other types of advertising and promotion. However the online space is becoming increasingly more crowded as well. Gone are the wild frontier days of social media where anything would garner attention. In addition emailers and banner ads are all experiencing declines in user participation. Faced with these facts, brands should not run and hide, rather we see tremendous opportunities when each media is approached with a clear plan of action and a clear point-of-difference to share. Enter the alliance of strategic marketing and design. Marketing charts the course and design creates the vehicles that bring it to life.

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