COMMUNICATION AND MARKETING: LISTEN AND ALIGN

My belief is that effective communication begins with a posture of listening. A moment of connection and empathy goes a long way in setting the tone for receptivity and collaboration. When it comes to marketing, I believe that if both visual and verbal don't align with the genuine experience of the brand then even the most passionate vision or high quality aesthetic can fall flat. My job as a marketer is to find the balance between all three.

MARKETING EXAMPLE: Salado Glassworks

When I began with Salado Glassworks the extent of their branding and marketing was a logo, a hand drawn rocket ship, sporadic social media posts with low quality images, non-cohesive print or billboard material and barely any website presence. My challenge was to create higher end material without loosing the grassroots, local artist feel. To do so, I focused on image based content. I would photograph real life as it happened in the studio, or, as much as possible, art pieces in their element and then apply accordingly across a myriad of marketing and PR material. The pieces I created ranged from magazine ads to various website content to basic infrastructure for the gallery like letterhead, business cards or order forms. All images in the samples below were photographed by myself. I wrote all copy as well.

MARKETING EXAMPLE: Gallery Georgetown

Below is an example of a branded content package that was created for a local art event. All of the copy information, logos and images were provided and I was responsible to lay out the content based on the list of needs from the event. Pieces ranged from event posters and signage to website ads to trifold brochures and everything in between.