Page 189 - Visual Marketing
P. 189
the old-fashioned world of type “I believe really cool design • Having a cohesive design ele-
while also, through the name sends a powerful message, one ment across all collateral helps
and unusual use of upper- and that isn’t easily expressed in the firm prove that it is not a
lowercase letters to suggest a words. John Pirman’s work sig- “kitchen table operation.”
new approach.” naled that my firm is at the top
of its game professionally, but • The firm now has a clear mod-
Why It Works also that it is unconventional. ern visual solution that reflects
Those are both aspects of my its attitude and style.
This is an industry where visual work that I try hard to promote,”
appeal is often forgotten. By explains Scott. Takeaway Tip
pulling together the illustrated
business concepts on the web- Success Metrics B2B marketing doesn’t have to be boring,
site, as well as on stationery, and, in fact, it shouldn’t be. Create a consis-
business cards, and market- • While reactions to the previ- tent design theme across various collateral
ing collateral, the interMe- ous design were lukewarm at pieces, using unconventional and unex-
diator group succeeds in being best, the new design is getting pected visual elements, to make a business
noticed. applause from clients and media services firm in a traditional market stand
types. out and be remembered.
PO WER TO THE PR I N T I TE M ! 168
