As I was beginning a reprint of Hollis Innovation Academy’s general brochure, I felt like the brand needed refreshing, even though we were only entering into the school’s third year. Since I began the role of Marketing & Media last year, I used the trademark blue and green (with white) for everything, and I felt that it was time to “expand” the brand, if you will. It needed refreshing; there wasn’t a full color palette, so I spent a considerable amount of time to come up with this one…and I love it!
Prior to this project, I had used several tools for developing color palettes, but Coolors is amazing, because it has a feature that allows users to “lock” more than one color, as opposed to many other sites that only allow users to set one base color. So in my instance, midnight blue and kelly green were non-negotiables, as they are already Hollis’s two main colors. I needed three more colors that were appealing and accurately reflected our brand.
For this product promotional video, I edited original photos sent by the client, using Adobe Photoshop. In this day in age, it isn’t difficult to obtain high resolution, quality photos; most of our smart phones are capable of producing impeccable images. But when I want my photos to have a little extra “umph” (depending on the project), I don’t rely on my phone.
However you choose to capture photos for marketing purposes, ALWAYS invest in quality. Sometimes that might mean hiring a professional photographer, or it could be something as simple as purchasing a nice DSLR camera. It’s definitely worth the investment, especially if you’re paying to use the photos in other projects. For this project, for instance, imagine if the original photos were used in the promotional video…hardly dazzling, right? So in a case like this, if you already have photos that are less than desirable, it’s worth it to invest in a professional to “spice them up.”
I FINALLY got around to retaking the photo for my website header last week, and it’s something I should never have had to do in the first place. I broke one of the basic rules of design/marketing/communication: Whenever possible, make content “evergreen”!
Below is the former photo I used for my header. See the error?
I included my business cards in the photo, which I loved at the time and had no plans of changing. The thought had not crossed my mind. But we all know these things change! And sure enough, I recently changed my business cards…
…drastically! The entire look and feel changed, and it was bugging me that this photo remained on my home page. I have an instance (i.e., Instagram) where it’s cropped, but because of the aspect ratio, that photo wouldn’t work as a replacement header photo. So in essence, that header photo is now obsolete, as it pertains to my business. I added more work to my plate by having to recreate the photo, because I broke the “evergreen” rule.
My mistake wasn’t necessarily that I chose to include the business cards; you’ll notice that I still included the new cards in the updated header photo. My mistake was that I didn’t take any photos without any cards! That would have left me with some flexibility to use that image in other places if I chose. So this time around, there are two photos: one with cards and one without.
Obviously, not all digital content will be evergreen, but creating content that can be easily adjusted and/or re-purposed makes life so much easier. I dropped the ball on this one, but rest assured that I’m hyper focused on it now!
During the past few weeks, I’ve done a lot of marketing for Kool Pix ATL. In the interest of full disclosure, it’s my family’s business. We are a professional full-service photo booth company, and we have been absolutely blown away by how much we’ve been working the past couple of months! And I’ve had so much fun with marketing!
Overall, it’s just a fun business, so developing its brand has been all about FUN! We’re exciting, we’re colorful, we’re spunky, we are your party!
Below are some images I created for use on Kool Pix ATL’s website and social media platforms.
*We recently made the decision to change our wordmark and capitalize every letter in ATL, so previous images still include “Atl.”
Last week, I had the honor of attending the Spring Luncheon at Atlanta Youth Academy, an incredible school near the heart of the city of Atlanta. I’m really excited about what’s in store for these students because of the direction in which this school is headed!