Tricks of the Trade

Tricks of the Trade

I’m an incredibly active person - I bike, I read comic books, I like climbing, I'm a caver, and I have the great fortune of flexing my creative muscles at NK. While being a creative is probably one of the most enjoyable jobs in the whole wide world, it does come with a few side effects - I’m talking about the designer’s curse that causes me to critique everything that crosses my vision.

Thankfully, this curse isn’t as ghastly or ghoulish as might be found with werewolves and vampires, it just means that I’m always trying to objectively ask myself a series of questions revolving around whether or not a project has solved the problem in question. Since Halloween is right around the corner, I want to share my curse with you today. Here are some ghoulishly delightful tricks that we use at NK.

Tell a Story.

We’re communal creatures, and everyone loves a good ghost story around the campfire. A brand is more than just a logo - it’s the entire story behind the mark. When you think of Nike or any other iconic brand, it evokes a feeling unique to the story that each brand has worked long and hard to develop. That's what a well designed brand is meant to do.

Keep conscious of design trends and tastes.

Each year, Pantone releases a ‘color of the year’ (2015’s color is Marsala) and I guarantee that you will see the chosen color used in everything from fashion to furniture over the course of the year. Keeping up with the latest trends is what allows us to provide you with the most enchanting websites, the most bewitching brands, and the best creative that we can conjure up. After all, you don’t want something that’s been sitting at the bottom of a cauldron for 300 years, do you?

Remove personal taste from the design process.

This is probably the most hauntingly difficult task that one needs to exorcise (er, exercise…) when designing. We are not always the audience, so sometimes our personal tastes are different from the audience we’re designing for. Ask our Creative Director about my personal affinity towards the typeface Vigneta and he’ll nod and agree that even though I like the font, it’s not always appropriate for the task at hand.

At the end of the day, have fun with everything you do. If you’re passionate about what you’re doing it will show, and at NK we’re passionate about making your brand the star of the show. So Happy Halloween, may your bags be full of candy!

Rich Swenor

Rich Swenor

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