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Devereux Promoted to Director of Account Management

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Pinstripe Marketing is pleased to announce that Nikki Devereux has been promoted to director of account management. Her responsibilities include overseeing her creative team, client relations and account management, online marketing and media relations. She joined Pinstripe as project manager in February 2015.

Devereux also serves on the Planning Committee for Leadership St. Pete, as an advisor on the board of Society for Marketing Professional Services (SMPS), and as communications co-chair for the SMPS Southeastern Regional Conference. She also volunteers her time as a Big Sister in the Big Brothers Big Sisters program and is an accomplished fine artist with work featuring her photography and mixed media.

ABOUT PINSTRIPE MARKETING

Pinstripe Marketing, Inc. is a full-service agency specializing in promoting professional services firms including law, finance, healthcare, engineering, technology and more.  Services include marketing plan development and implementation, advertising, collateral design, event planning, media buying, web design and public relations. For details about Pinstripe, please visit www.pinstripemarketing.com.

Zodiac Marketer: Gemini

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Our next zodiac sign is Gemini: birthdays between May 21 – June 20.

Gemini is an air sign with the following strengths: gentle, affectionate, curious, adaptable, quick learner, loves to exchange ideas. Some of these are traits that creatives, especially in the marketing world, possess in plenty. On the other hand, Gemini’s weaknesses of being nervous, inconsistent, and indecisive—things many of us face occasionally. We’ll tell you how and why to avoid these in your professional and maybe even personal life.

Curiosity in Marketing

Curiosity is a natural part of creativity. Some might say that it is the very foundation of creative endeavors. Artists and designers explore their medium, their world, and their own minds in order to create their work. Experimentation is curiosity. Artists use experimentation to create new techniques, new colors, and new themes every day. This curiosity that drives innovation in both process and outcome are essential to marketing. Without curiosity, marketing and advertising campaigns would be limp and lifeless, and designs would fail to attract, define and guide.

Adaptability in Marketing

Adaptability is a powerful trait in every aspect of life. In fact, it’s what helps species survive. Animals and plants adapt over time to environmental conditions, and humans have created such a technical world that we have to adapt to new technologies seemingly on a daily basis. One signature of adaptability is

Free Flow/Exchange of Ideas in Marketing

How many marketing campaigns have started with a brain storming session? SO MANY. This is part of what makes marketing enjoyable, creative, and innovative. A brainstorming session may have one goal, like renaming a company, but sometimes these sessions, if everyone feels comfortable with letting their ideas flow freely, can yield answers to so many other questions, or ideas for other projects! Free flow of ideas is a cornerstone of marketing and advertising.

Avoid Inconsistency in Marketing

Inconsistency may be one of the most fatal acts for any brand. In fact, part of the definition of the word brand from a marketing perspective is CONSISTENCY. This is what we strive for when we create brand style guides, some of them so extensive and specific that they read more like design books than guides. Designers put countless hours into creating these guides to avoid inconsistency as if it were the devil! And we all should, in all areas of marketing. In fact, a well-rounded marketing strategy will carry a consistent message across all channels and activities, from PR to sales calls to social media posting. We are always telling the brand’s complete story.

Avoid Indecision in Marketing

Indecision can kill any project, particularly creative projects. This happens when you can’t choose between one logo design and the other. Or you are so torn that you make tweaks, trying to combine designs, again and again. You simply continue to suffer the inability to decide what you want. If this happens, you will end up extending your timeline and paying way more than you originally bargained.

If you need a logo, make sure that you give examples of what you want and lots of detail about your company, your mission, and a whole slew of other information about your company that a design firm should be using to sketch a series of initial designs. A good agency will take this time up front to get a solid sense of your company, rather than spend the time on the backend trying to tweak a design that did not hit the mark.

At Pinstripe Marketing, we sit down with our clients and complete a creative brief, plus we listen to your stories and review samples to start building your design story.

We love you Gemini! You have so many special traits that make our marketing lives interesting.

Our Thoughts on Creative Design for Corporate Identity

The history of design is extensive and can be traced back hundreds of years. For the sake of this article, we are going to focus on the elements of creative design, because businesses need to understand the process and how it affects their corporate identity.

Logo Design and Corporate Identity

In the past, the designer who created a logo, tagline or slogan for their company knew how the logo would be used on all of the promotional materials. However, it soon became clear that it would be necessary to communicate the proper usage to other people both inside and outside the company. After all, the designer couldn’t work at the company forever, and graphic designers also began to work outside companies as consultants. Thus, the corporate identity manual was born.

The practice of creating the corporate identity manual developed after WWII. The corporate identity manual is often a work of art in and of itself, as the designers showcase the many uses of a company’s logo, its color palette, typography, and proper orientations of the logo and other text. The purpose is to communicate to other designers how to apply the corporate identity, including logo, slogan and tagline, in a variety of formats and also how not to use the pieces in a design. Today, a corporate identity manual will describe both digital and print applications to maintain consistent design across all platforms.

A well-known graphic designer, Lester Beall, can be credited with some of the earliest corporate identity manuals. He designed these manuals with care, and the books themselves are a thing of beauty. A spread from his work for Connecticut General, an insurance company, are seen below. The pieces are so appealing that they could be framed and hung on a wall rather than simply be used for their purpose.

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Corporate identity manuals can be quite fascinating and beautiful, existing in the unique space of being both practical guides for other designs, as well as works of design artistry themselves. Check out this list of 50 stunning corporate identity manuals for ideas.

 

What Makes a Good Logo

When you hear the word ‘brand’ there’s a good chance you may have mentally pictured one or more classic logos from well-known companies. Perhaps the Nike swoosh? Or the cursively written Coca Cola? A logo is nothing more nor less than the graphic embodiment of the whole brand. This is why—when you have a logo created for your company—you will want to put a lot of thought and care into the process.

You see, good logos don’t just happen. Yes, if you managed to create an amazing invention, or come up with a fantastic new taste sensation, one of the doodles you penned along the way might make for a memorable logo. But don’t count on it. Nor is this a job for that nephew in high school who has a ‘knack for art-stuff.’ While it’s true that a young design intern came up with the Nike swoosh (and received a whopping $35 for her effort), the company’s own graphics team still spent a lot of time refining the concept.

So, let’s consider what makes for a good logo. There are basically five criteria to be met: eye-catching, unique, enduring, functional and meaningful.

Eye-catching – Beauty is in the eye of the beholder, right? That’s true to a certain extent, but there are certain principles of design that hold up fairly well across all cultures and demographics. For example, balance is always important. We like things to feel even, symmetrical, and in balance. Color choices are also critical for a whole host of reasons for which entire books have been dedicated. Color is very symbolic and can have a subconscious effect on people. Over all, a good logo will have elements composed with clear, distinct lines that imply complexity, yet are quite simple if considered separately, and color will be chosen carefully.

Unique – Distinctiveness is the key objective of any successful logo design. It will go a long way toward making the image—and by extension, the brand—especially memorable. One good way to achieve this is by incorporating the company’s name (or some element of the name) into the design. On the other hand, a visual representation of the company name might prove to be perfect.

Enduring – Imagine how much trouble people would have recognizing you, if every time you left home you had a different face? That’s the problem companies experience if they frequently change their logos. When you select a logo design, think of it as something that’s going to be around a long, long time (though a “facelift” or two over the years may be okay). Stay away from elements that are likely to become dated or obsolete, choosing instead those that can be modified with ease while remaining thoroughly identifiable. Our campaign for Landis Evans + Partners did just that – the company changed its name, but wanted to maintain some aspects of the original brand that made it identifiable like the color palette and some of the shapes. Below is the before and after.

logo before after designs

 

Functional – Just think of all the places that a logo can appear, from business cards to billboards and websites to weekly flyers. Your logo is going to have to step in and say, “This is who we are!” It will also need to be scalable, ready to be plugged-in anywhere, and flexible enough to easily go from being the dominant image to barely noticeable—depending on the circumstances and the communications in which it appears.

Meaningful  A good logo doesn’t have to spell out what a company does, but it should at least hint in that direction. A great logo not only does that, but it also manages to elicit feelings with members of the target audience. A great logo describes an implied value proposition to set the company apart from their competition.

 

Types of Design: Utilizing Nostalgia and Vernacular

Graphic design as a promotional tool dates back to the 19th century, when the earliest form of graphic design relied solely on typography to make a point. During these early days, text, font style, and font size were the main emphasis. In looking back, you can see how designers started playing with different typefaces and boldness to draw attention to certain information. Coca-Cola’s logo is a great example of this.

During this time, the transition from hand-made goods to industrialized society’s machine-made, mass-produced items was alarming for most people. Consumers’ trust had to be won in order for these products to be viable. An interesting method of building trust and imbuing familiarity in a product or advertisement was the use of the vernacular. This was language used in everyday life. Words that everyone in a specific region or part of the country could understand.

Over the years, as graphic design became more prominent, the methods and styles evolved with new technology. People in the advertising industry began to experiment with different techniques to attract attention to products, as well as instill confidence in them and the companies that sold them. By appealing to consumers’ comfort with familiar objects, companies were able to sell more products and build market share. Examples of nostalgia in graphic design still permeate today’s brands. Vintage fonts and sketches are used in logos and slogans on a regular basis to establish an old-world, “good old days” feel for a brands’ fundamental message. A couple good examples of this in our own community are the logo for The Pearl on First Apartments and Green Bench Brewing Co.

The Pearl on First’s logo uses the Broadway font to bring us back to the classy, elaborate Art Deco era that exudes luxury and high style. The apartments themselves are designed with an Art Deco flair – the materials and colors are classic and sophisticated.

 

The Green Bench logo uses fonts in both their logo and their wall mural that are reminiscent of old postcards. This nostalgic reference brings to mind family vacations and good times – perfect for Green Bench’s family atmosphere, games, and outdoor space that encourages family time with dogs and kids.

Even in our own logo—the “circle P”—there is a reference to old typewriters with the circle itself representing the circular keys from early typewriters. Our brand promises intelligent, effective communications for all of our clients. In this era of fun, cool, and edgy marketing, Pinstripe stands out as something a little more polished, yet still highly creative. The typewriter font is austere enough to resound with professionals, but the vintage edge of the font indicates a sophisticated creativity that is still hip and artistic.

 

We see examples of historical reference and vernacular design every day – can you think of any other local businesses that use this technique for their brand? Check out these actual vintage logos for design ideas: http://www.vandelaydesign.com/vintage-logos/

 

Other Examples: Logo Design and Stationary

Kokolakis Contracting is one of those clients whose logo we just couldn’t wait to see in action. We re-envisioned their logo, created new stationery, completed head shots and produced a video for their new website.

First we tackled the logo. They wanted to keep the original idea behind their logo, but give it an update and modernize it. So, the main thing that we really wanted everyone to buy into was a new, more modern color palette. This was a major departure from their old logo and the industry in general, but we thought it looked great. They did, too! They loved the bold color palette over the traditional blues and grays. They are really proud of it because they are putting it on everything they can!

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Once we completed the logo, stationery was next. They chose a fairly classic look, and used Moo.com to print some of their business cards. These cards are super thick and have a beautiful orange-red layer in the center that you can see from the side of the card – the perfect complement to their bold card design. We printed the stationery in spot color with local printer, Lightning, because that orange-red just needed to be “spot” on. It was a tough color to match digitally and we wanted it to really pop and be true to their brand.

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This was a really great project to work on and we are proud of the results, plus we added a cool group of people to our list of friends. Many thanks to J. Kokolakis for a great experience.

Heartwood Preserve is a nature preserve and conservation cemetery—only the second in the state to provide ‘green’ burial options. Natural, or ‘green,’ burial is a safe and environmentally friendly practice that allows the body to return to the soil naturally by using biodegradable materials, and avoiding vaults and toxic embalming fluids. Conservation burial takes this practice a step further by burying in a nature preserve rather than a conventional cemetery, and utilizing a portion of the burial fee to help permanently protect the natural environment.

The brand is, of course, inspired by nature. A hand-drawn pine cone referencing the thousands that drop from the long-leaf pines throughout the preserve serves as the iconic mark. The stationery package was printed on natural, FSC Certified, Green Seal certified, 30% recycled paper (minimum). The colors and texture throughout all marketing pieces are earthy and exude the beauty of Heartwood Preserve.

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Pinstripe Marketing’s logo design and corporate identity services are built around helping companies discover their personal traits, their corporate character. We can help you create a logo that fits your corporate identity, then create a manual that will set the tone for your company’s marketing success. Our creative team consists of listeners and discoverers that have an innate ability to help you achieve your vision. Contact us to tell us more about your company and the logo you envision.

20 Productivity Hacks for Professionals

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Being a professional in today’s world means that there are a lot of demands on your time. Tapping into our everyday best—our most productive selves—can become exhausting. What if you were able to gain a minute or two? It would take away some of the stress you may be feeling about those looming deadlines or messy projects.

Productivity hacks collect valuable minutes throughout the day, so you can have them on reserve when emergencies arise. Then, you can perform at your best.

Research-based and simple to use, our 20 productivity hacks below will help you get a little more organized, learn a little more about technology, add some automation to your day, and give you the time to do more with less.

Paper versus Digital Calendar. Paper works best in several ways: memory retention, central location for dates and notes, and goal planning. Get a planner that you’re comfortable with and use it.

Take Control of Your Calendar. Restrict editing permissions to only a couple people and block off the times when you feel most productive.

End-of-Day: Transfer Print Calendar to Digital. When you take the time to reflect upon your day, you’ll also know what’s in store for you tomorrow. Better preparation means fewer surprises.

Manage Your Email. Auto-response, signatures, and notifications. Having up-to-date auto-responses and signatures with important information can quickly point clients in the right direction. Notifications can break your concentration, so remember to turn them on and off when necessary. It may take a few seconds, but it could save you minutes of valuable time.

Most Important Things First. Organize your priorities. This eliminates the potential for procrastination.

Schedule Deep Work. Think about the time of day that you’re most productive. Cultivate that time by blocking it on your calendar, taking only emergency calls and emails. Make it a habit.

Less Time on Social Media. For some, it’s a must. But lingering can take away more time than you realize. This list of apps can help you stay away from them.

Make Fewer Decisions. When you take a look at your day, some decisions were important, while most weren’t. Try to eliminate the situations that call for more decisions. If you must, then don’t waste more than five seconds debating about them.

Eliminate Menial Tasks. Sometimes we like to do menial tasks, just because it’s easy and feels comfortable doing them. These are a waste of time. Have employees and interns do them.

Increase Your Typing Speed. Slow typers range around 45 words per minute. Faster typing can decrease time spent on email and writing memos. (Click here to take the typing speed test.) These apps might help you type faster.

Reduce Meeting Times. Scope creep in any meeting will ruin your day. Stay on agenda. Or, eliminate unnecessary meetings. If it’s a meeting in an off-site location, see if you can call in to reduce time spent on travel.

Time It. Keeping yourself on time requires you to know how long you’ve been on task. Set a timer on your phone or watch to prevent you from spending too much time on any single task.

Accountability Alarm. You receive countless notifications throughout the day. But setting an accountability alarm will help you reflect on your day. You can send out updates to stakeholders and enter notes and dates into your digital calendar.

Stick to One Task. It’s a fact, and you probably already know it, multitasking is not possible. It’s called task switching and is far less productive than staying on task until completion.

Use Templates. Make them for email, formal letters, informal letters, or other types of correspondence. These will definitely add a couple minutes to your time bank.

Plan First. Before taking on any major task, you need to plan first. Abraham Lincoln once said, “Give me six hours to chop down a tree and I will spend the first four sharpening the ax.” That’s good advice.

Say “No” More Often. You have permission to say “No” more often to things that don’t matter. Your job is to focus on exactly what needs to get done.

Perfection Doesn’t Exist. Doing something right is different than perfect. Perfect requires too much time and attention, especially when just right will do.

Unsubscribe and Unfollow. Too many emails clog our inbox and there are things we just don’t need to see in our feed. Get rid of them to reduce mental clutter.

Multiple Computer Screens. Having multiple computer screens open with documents to review saves time from switching back and forth. It also keeps information fresh in your mind. This makes task switching easier.

Making yourself more productive means that everyone around you will be more productive. So, think about a friend or coworker of yours that could use this list and pass it on.

Pinstripe Pro-Am Race Team for Kart 4 Kids

As part of our ongoing campaign to support local non-profits, Pinstripe chose Kart 4 Kids as our beneficiary for 2019. Each year the Kart 4 Kids team hosts a Pro-Am kart race to raise money for Johns Hopkins All Children’s Hospital. More about that later.

After meeting with the Kart 4 Kids team to determine their needs, we embarked on several months of building a public relations campaign that included press releases and distribution to local news and online outlets, pitching morning shows to gain Kart 4 Kids an even broader audience, and video and photography to build a more substantial media library to use for marketing collateral.

Our first campaign was a huge success and the Kart 4 Kids team was thrilled. We were able to place them on interviews with Bay News 9 and Great Day Tampa Bay. Indycar champion and hometown hero, Sebastien Bordais, spoke about Kart 4 Kids and Jenine Rabin from Johns Hopkins All Children’s Hospital Foundation talked about the hospital, the life-saving equipment the fundraiser has purchased, and the impact community has on direct patient care. Patient ambassador, Clifford Mason, was able to attend the Great Day Tampa Bay segment to talk about his experience as a patient of the hospital. All did a great job, see for yourself in the clips below.

Besides providing great PR for Kart 4 Kids, we took this sponsorship to a whole new level. Pinstripe Marketing put together a Pro-Am kart racing team and, though our race team didn’t win, Johns Hopkins All Children’s Hospital did! They received a whopping $185,000 from the Kart 4 Kids efforts, which included sponsored Pro-Am teams, a live auction with items such as a helmet worn by esteemed local IndyCar driver Sebastien Bourdais, a silent, online auction with items that included a race-worn suit signed by Tony Kanaan, driver signed artwork and photos, and many other items. In the last eight years since the first Kart 4 Kids race, the organization has raised a total of nearly $600,000.

The Pinstripe team Pro Driver was Matheus Leist from Brazil, who is an IndyCar Series driver for AJ Foyt Racing. Other household name pro drivers included Patrick Long, Scott Dixon, Tony Kanaan, Santino Ferrucci, and Simon Pagenaud.

About Kart 4 Kids

Kart 4 Kids Inc is a 501(c)3 organization established to raise money for Johns Hopkins All Children’s Hospital by organizing the Kart 4 Kids Pro-Am Kart Race. The all-volunteer staff means that All Children’s receives all proceeds net of direct race expenses. Now in its 8th year, the Pro-Am kart race was started in 2012 to honor the memory of IndyCar driver and St. Petersburg resident Dan Wheldon, who had tragically perished in a racing accident. Starting with American Porsche factory driver, Patrick Long as its only professional driver in the first race, the race has been embraced and supported by many of the best racing professionals in IndyCar, IMSA, and Pirelli World Challenge, among other series. Patrick has been joined by early supporter Sebastien Bourdais as the two featured drivers. From its small start, the Kart 4 Kids Pro-Am Hosted by Andersen Racepark, Featuring Sebastian Bourdais and Patrick Long has become one of Johns Hopkins All Children’s top third-party fundraisers by donating $130,000 in 2018. For more information visit www.Kart4kKds.org, ‘like’ its Facebook page at Kart4Kids Pro-Am Kart Race, or follow the race on Twitter @kart4kidsproam.