Sandstorm Blog

LauraC
Food Export: When a Website Redesign Turns Into a Rebrand: 5 Steps to Getting It Right

The Sandstorm team recently presented at the ASAE Annual Meeting 2021 on “How to Declutter” a brand. In sharing the details of our work with the Food Export Association of the Midwest and Food Export USA - Northeast, we reflected on the journey and how we got there.

It’s not uncommon when undergoing a redesign project, that organizations quickly realize that the new design of the website can be less impactful if the branding does not align. Our partnership started out similarly -- focused first on a redesign and update of the website.

But through primary research via 1:1 stakeholder and user interviews, the team quickly realized there was a deeper need beyond just the website. There was a real opportunity for Food Export to rebrand itself to better connect with its target audiences.

Sandstorm and Food Export pivoted our plan to integrate these 5 Rebranding Steps with the website redesign, in order to invigorate the brand and give it new life:

Step 1: Research, Research, Research

Sandstorm quickly immersed itself in Food Export’s brand, culture, market, and competitive set through primary and secondary research. The team quickly learned that the Food Export Association of the Midwest and Food Export USA - Northeast brands were unclear.

Even the most established companies with a clear mission statement, vision and values, don’t always have a clear brand and brand platform. This can create confusion and without a defined brand, organizations often struggle with trying to communicate everything to everyone. For Food Export, this was evident in the pages of copy walls on the website and dense copy within its marketing materials.

Sandstorm’s goal was to create a clear, distinctive, and cohesive brand. Through 1:1, in-depth interviews (IDIs), the team was able to get a deeper understanding of the brand and positioning by not only speaking directly to its constituents but also reviewing the current market, industry, and competitive landscape.

Step 2: Define the Brand Platform

From there, Sandstorm defined the organization’s desired position in the market and developed a brand platform to guide the personification of the brand. This is comprised of:

  • Brand Essence is the single, simple idea that lives at the core of the brand. And is the internal reason for being.
  • Positioning is the core idea that ultimately sets you apart from your competitors. To work, it must be believable, distinctive, and relevant.
  • Personality defines the character of the brand in human terms to shape the feel and tone of communications.
  • Promise is the way the brand will satisfy expectations, fulfill needs and establish trust.

With the brand now established verbally, the team set out to align this with the visual elements of the brand, beginning with the logo.

Step 3: Refresh the Logo

Brand logo refreshes or updates can feel overwhelming, from aligning on new logo requirements or considerations to getting stakeholder buy-in, to the stress of a global internal and external roll-out. However, this is a critical step to ensure the brand will continue to resonate with its target audiences (current and future).

Logos do not need to change often, but they should be re-evaluated when:

  • Business has evolved by either changing or expanding its offering
  • New competition and market changes occur
  • Speaking to a new audience(s) with new products or services
  • Reflecting new brand platform to bring brands to life visually
  • Aligning with shifts in industry and technology, as a brand’s logo can not only feel aesthetically tired, but the design may not be compatible with trends today

For the Food Export Association of the Midwest USA and Food Export USA - Northeast the latter two were major drivers behind updating the brand. Previous logos had gradients and details that were dated and did not translate to digital mediums.

As a result, the team underwent a refresh of the logo, which helped to not only modernize the brand experience but also deliver important consistency for how the brand should be used across Food Export’s ecosystem.

Step 4: Create the Brand Identity

With logos established, the next step was to complete the rest of the brand identity. The brand identity set out to capture the global opportunities that Food Export offers through use of vibrant colors, bold authentic photography and a layering of elements to create depth and richness to the creative. Branding elements, typography, imagery, font usage, primary and secondary color palettes, as well as example brand applications were developed and then pulled together in the brand guidelines. This serves as the digital ‘rulebook’ for all aspects of the look and feel of the brand and provides important brand consistency for all Food Export’s communications.

Step 5: Activate the Brand

With the refreshed visual and brand identity complete, the next step was to internally roll out the brand to get buy-in, input and generate excitement with key stakeholders, employees, and leadership, while delivering the assets they needed. From there, Sandstorm moved into the external launch of the brand, which was tightly integrated with the launch of the website and most prominent digital and print asset - www.foodexport.org.

The new site included personalization (key messaging, personalized pricing options, related content) while providing a much more tailored and focused experience. In addition, Sandstorm updated key brand and visual elements, while modernizing infographics and critical tools like its Program Guide, making it easier for its members to engage with the content.

Measuring Success

Not only has Food Export Midwest and Northeast received incredibly positive feedback on the new brand and website experience, but the analytics show a significant lift in website session duration, overall clicks, and impressions, as well as a much lower bounce rate, so users are finding what they need much more easily in the new experience.

And the icing on the cake was winning a Hermes Gold Award for the work we completed on the brand refresh and website.

Check it out! www.foodexport.org

This blog was posted by LauraC on September 22.
Laura Chaparro

About the Author

Laura Chaparro

As Sandstorm's Senior Account Director, Laura helps clients grow their businesses. She has worked at both big and small agencies, with small local and global brands garnering extensive experience in B2B, B2C, and retail marketing.

Amanda Heberg
Inclusive Design: Quantitative and Qualitative Research to Drive Award-Winning Gender Report

Find out what Elsevier’s most recent gender research uncovered in the Gender Report 2020: The Researcher Journey Through a Gender Lens.

How do you transform thousands of data points on gender research and make that information inclusive, fresh, consumable, and appealing to a broad set of audiences? How do we not overwhelm users with too much information and strike the right balance of data visualizations, research findings, and key content?

More importantly, how do we represent the progress of gender equality in research, while still communicating the work that still needs to be done to close the gap?

These are the questions Elsevier was grappling with when the research marketing team partnered with Sandstorm to bring the newest Elsevier gender report to life digitally.

Promoting gender diversity and inclusion in research through an evidence-based approach is a critical part of Elsevier’s ongoing research efforts. Elsevier is one of the largest, most well-respected information analytics organizations that helps institutions and professionals progress science, advance healthcare, and improve performance.

Elsevier’s Gender Report 2020 provides a deeper understanding of the role gender plays in the global research enterprise. It brings improvements in the methodology of inferred gender disambiguation and incorporates new elements, such as career progression and collaboration network analyses and perspectives from researchers.

Elsevier partnered with Sandstorm for high-powered data visualization, helping Elsevier to solidify its positioning as a global information analytics organization and thought leader while showing its commitment to gender diversity and inclusion.

Sandstorm worked collaboratively with Elsevier to provide an updated state of the current landscape including:

  • overall research report strategy and inclusive design
  • marketing content development
  • creative campaign development
  • design of data-driven infographics highlighting work in 10 countries
  • data visualization and reporting for thousands of data points, ensuring the most critical data was consumable and highly usable​
  • integrated marketing and promotion strategy, including promotional marketing assets, key messaging, and content for Elsevier’s online and offline channels -- social, email, web, .ppt, etc., in order to promote and drive engagement for Elsevier’s audiences

Key Gender Report 2020 Highlights*:​

  • Participation of women in research is increasing overall, inequality still exists across geographies and subject areas in terms of publication outputs, citations, awarded grants, and collaborations.​
  • Representation of women in research is increasing, but inequality remains.
  • Effort is still needed to ensure equality for women in terms of publication outputs, citations, awarded grants, and collaborations.
  • Latest findings indicate that disparities still linger with slower growth of articles published by women, higher numbers of women leaving research, and understudied research areas.​
  • Research shows women are not participating in collaboration networks at the same level as men, which may be impacting their career progression.
  • On average, men have more coauthors than women, with a tendency to collaborate with those of the same gender across the subject areas.
  • On a positive note, in terms of research authorship, we are closer to gender parity now than a decade ago, with women continuing to publish for nearly as long as men over the course of their careers.​

Key Gender Report 2020 Insights*:

The past fifty years have seen enormous strides for and by women in research. Women now comprise a greater share of science, technology, engineering, mathematics (STEM), and medicine graduates than ever before, and there is increased focus and energy on balanced participation, factoring gender into research and research on gender itself.

However, latest findings show that disparities still exist, with slower growth of articles published by women and higher numbers of women leaving research and understudied research areas.

Ultimately, there’s more work to do to address issues that cut across diversity and inclusion.

We are incredibly proud of our work with Elsevier in bringing to light both the progress that has been made as well as the opportunities that exist to close the gap.

*Reference Elsevier’s Gender Report 2020 here: https://www.elsevier.com/connect/gender-report

Hermes Creative Awards - 2021 Platinum WinnerWe are honored to have received the Platinum Hermes Creative Award for our collaborative inclusive design work with Elsevier.

This blog was posted by Amanda Heberg on June 17.
Amanda Heberg

About the Author

Amanda Heberg

As the VP, Business Development, Amanda leads new business development, sales, partnerships and marketing strategy across Sandstorm. Amanda collaborates closely with new clients to build strong, long-lasting partnerships while aligning Sandstorm's capabilities to solve client business problems.

Janna
How color can help with website accessibility

Color is a critical part of a brand. A branded color palette creates a beautiful experience, differentiates from one’s competition, and drives how users/consumers perceive and engage with a brand.

We all know the brand colors should be as consistent as possible in all marketing tactics, including digital, email, print, email, in-store, etc. This consistency is key in building a coherent brand experience and instilling consumer confidence. However, the colors defined via printed materials sometimes do not translate well into the digital space. Many times colors are not dark enough or too similar. This is especially clear when we consider the requirements for an accessible digital experience.

Digital branded experiences for all users

Many of your website users have some level of color deficiency–1 in 12 men and 1 in 200 women in the world. Using the term color blindness is not accurate since 99% of all colorblind people are not really color blind but have a color deficiency.

Knowing many of your users will have some form of color deficiency, one must review the brand colors to be accessible. If not done, not only could your brand integrity be impacted or just not legible, your user experience could be hindered.

Creating accessible brand experiences is good UX

UI designers use color to help identify key call-to-actions through buttons and text links. We also use color as a navigation element and to establish visual hierarchy. But if those CTAs or that navigation is missed since the user cannot read the button label or the navigation is not legible due to lack of contrast, what will this user do? Well, they will leave your site and go to your competition.

Still not convinced you need to focus on accessibility? Here are a few things to consider:

  • Inclusion and reach. Between 10-20% of internet users experience disabilities. Ensuring proper access extends your reach and your ability to fulfill your mission.
  • It is the law. Just as you would make sure your building has hand ramps and elevators for wheelchairs and braille on signs, we need to take specific steps to ensure your digital experience and content is available to all visitors. Over the last few years, lawsuits related to the accessibility of websites have increased by nearly 10 fold.
  • Google bonus! Most accessibility improvements also improve search engine optimization since they make your markup and metadata clearer and more robust.

Now that you know why accessibility is so important, how do you go about making sure your brand colors are accessible?

1. Tone up your brand colors

At the beginning of a new project, the Sandstorm user-interface designers study all the colors in a branded palette. We use two online tools to identify how the colors should be used. These tools help us segment the palette into tones that can be used as buttons, navigation, color blocks, text links, and those colors that cannot or those that need to be adjusted for use on the web. 

2. Build an accessible color palette

https://toolness.github.io/accessible-color-matrix/
We found this easy to use color palette builder. It allows you to quickly look at a range of colors on various backgrounds to see if they meet a contrast ratio of 4.5:1. When they do, great. When the colors don’t pass, we can immediately fine-tune the hue to identify the values that do pass.

3. Check color contrast

https://webaim.org/resources/contrastchecker/
WebAIM’s contrast checker is a go-to tool for making sure the text color and background you are using are accessible. It provides instant feedback for WCAG AA and WCAG AAA ratings. If your head is spinning with WCAG and ADA lingo, don’t worry. It’s a lot to soak in and we want to help. Determining the level of accessibility can be defined through the level of WCAG accessibility. Most organizations determine AA compliance is their goal, but healthcare organizations for example, often strive for AAA.

Once we have studied the colors, Sandstorm reviews the accessible colors with the client and their brand team through the creative process as well as an updated color palette. We never just change a palette, rather we embody a “Yes, And” mindset to review the colors and accessibility considerations collaboratively with our clients so they are informed and understand the rationale. You are not in this alone. We conduct accessibility audits and can help to prioritize your list of issues. Our approach combines automated scans of your site along with a manual review of the accessibility of the brand including content, colors, and interactions. All of this resulting in a detailed report, which we review together to determine high priority areas.

4. Schedule continued accessibility reviews

Once your brand is validated and accessibility is made a priority, it’s important to not let all the hard work fade away. And color contrast is just one aspect of creating a truly accessible web site. There are always ways to improve, and your brand should never be left to stagnate. Select a timeframe that’s manageable and something you can adhere to. We recommend quarterly, to reassess your digital brand and make sure you address any new issues.

Good accessibility is good usability. Let us help you make your digital brand accessible. Contact us today to schedule a time to review the accessibility of your website!

This blog was posted by Janna on November 23.
Janna Fiester

About the Author

Janna Fiester

Sandstorm's VP of UX & Brand Innovation, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

Janna
Five things to help you choose a name for your business


We do a lot of branding and rebranding for clients here at Sandstorm. Naming is a fundamental piece of any organization’s identity, and we do not embark on this process lightly. It requires clients to do a lot of reflection about where they are today and where they want to be 5, 10, 20 years from now.

In order to ensure the company name resonates with clients, customers or members, we conduct thorough discovery to unearth who the organization is at its core. The research does not end there; we then look at competitors and like-minded organizations outside of our client’s industry to see where the opportunity, or “white space,” is. It is fundamental that a company name honestly represents the organization. It also needs to differentiate itself, but not stray too far from the core identity.

Here are tips for success when embarking on the business renaming process:

Tip #1: Easy to Say and Spell

Make sure the name is easy to say and spell. In the age of Google, you want to make sure that you are easily found when someone is searching for you. The name also needs to be easy for someone to spell while they are talking on the phone or writing out an email address.

Tip #2: URL Availability

Don’t forget to make sure there is an appropriate .com URL available that has some iteration of your name. You may have a great company name, but if there is no intuitive URL available, or if it’s ridiculously expensive to secure, then you are going to make things very difficult from a digital marketing perspective.

Tip #3: Rename for a Good Reason

If you are renaming, be absolutely sure you have solid reasons for doing so.

  • Has there been any bad press about your organization with the current name?
  • Have you moved your organization in a direction that no longer aligns with your name?
  • Do you offer different things then you did when you initially named your organization?
  • Will a new company name help better articulate the new offerings?

Do not rename just because you acquired another organization unless this acquisition redefines how you’re positioned in the marketplace. You should not choose a new company name because you are launching a new product, either. That is, unless the product will fundamentally redefine your target and competitive arena.

Tip #4: Your Name Must Mean Something

Your new company name should reflect your organizational values and purpose. Don’t go chasing shiny objects, buzzwords or “the zeitgeist” and hope that the organization will follow. You will be setting up an expectation that will be hard to meet if your name, mission, and people do not fundamentally align. Get your organization aligned for this change before trying to rename. Once your team is all on board, that’s the perfect time to announce your newly minted organization to the world.

Tip #5: Can the name cover your long-term goals?

Your company name needs to have longevity. What you call your company today needs to be big enough to account for changes and growth for years in the future. Renaming a company is time-consuming and is a considerable investment in your organization's future. The name itself seems small, but what it represents is immense. Naming and renaming should be approached thoughtfully, in order to garner the most ROI from the change.

Naming and renaming are fun projects. There is so much potential in a new name. Follow these five tips and you will be well on your way to a solid name.

[If you need some help with renaming, contact us, and we can put these considerations into action with you.]

This blog was posted by Janna on April 13.
Janna Fiester

About the Author

Janna Fiester

Sandstorm's VP of UX & Brand Innovation, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

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Sandy
Innovation as a Learned Behavior


Dr. Karen Bartuch, Sandstorm's Director of Data Science, presented 10 practical innovation tips at the Association Forum Holiday Showcase

For most organizations, innovation is table stakes for long-term growth and a competitive advantage. Yet, according to McKinsey, 94% of managers surveyed were dissatisfied with their organization's innovation performance. So why are some organizations better at it than others? Google employees are encouraged to spend 20% of their time, in addition to their regular projects, to work on what they think will most benefit Google. Both AdSense and Google News were created this way. But I know what you're thinking, we're not Google. 

Innovation is a deliberate choice, and in most organizations, it doesn't accidentally happen as your people need permission to explore and create. And everybody has the capacity to create according to the Componential Theory of Creativity, "..all humans with normal capacities are able to produce at least moderately creative work in some domain, some of the time—and that the social environment (the work environment) can influence both the level and the frequency of creative behavior."

Below are 10 practical tips to unlock your inner innovator and incorporate it into your daily life:

  1. Don't worry about critiques
  2. Forget the need to be 100% original
  3. Go from specific to abstract
  4. Be aware of shortcuts and biases
  5. Practice diversity
  6. Get hands on
  7. Spend a day in the life
  8. Carry a sketchbook
  9. Work during your “peak time”
  10. Inject humor into the workplace (check out Karen's TEDx Talk)

During this session, attendees got the opportunity to synthesize what research is telling us about the need and desire for innovation, and understand key strategies to infuse creativity and innovation in your organization. Contact us if you want to discuss any upcoming innovation initiatives you'd like help with.

This blog was posted by Sandy on January 28.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

Janna
4 elements of a great user insight

It’s hard to create remarkable brand experiences without an inspiring insight into the user. I’ve always considered user insights to be the single most important component of a creative brief, and it’s no surprise that it’s also the most challenging component to develop. The process of uncovering a meaningful insight starts with understanding the user. You need to know your audience well beyond the demographics. How does he think? What does she feel? Not just about your product or service, but about the category?

It’s critical to understand the difference between an observation (a demonstrable fact about your product/service and your user—the “what”) and an insight (recognizing what motivates them—the “why”). It takes time and effort to sort through the more obvious observations to reveal the insight.

But it’s time and effort well spent. Properly developed and crafted, an insight serves as the inspirational launch pad for creative development, providing the illuminating Aha! that makes the message resonant and meaningful. The best insights address the solution, not the product/service. As the old saying goes, people don’t want eighth-inch drill bits; they want eighth-inch holes.

What are other elements of a great user insight?

  • It illuminates the user more than the product or service
  • It applies to the category more than the brand
  • It’s single-minded and can be simply stated
  • It’s about the universal and eternal, rather than the trendy

Let’s look at a handful of acclaimed campaigns and the insights that spawned them.

Dove: “Real Beauty”

The insight: Women—who come in all shapes and sizes—had become increasingly exasperated with the narrow portrayal of female beauty in the media.

The research that revealed this insight led to the creation of a breakthrough marketing strategy: “To make women feel comfortable in the skin they are in, to create a world where beauty is a source of confidence and not anxiety.” The campaign built on this strategy looked like nothing the industry had seen before. The launch of the campaign received substantial media coverage from mainstream news broadcasts and publications, as well as talk shows and women’s magazines. Parent company Unilever has estimated the media coverage to be worth more than 30 times the purchased media.

California Milk Processor Board: “Got Milk?”

The insight: People wait until they’re out of milk to realize that they should buy more.

During a consumer focus group on milk held 25 years ago, someone said, “The only time I even think about milk is when I run out of it." The insight revealed by that remark became the foundation for a campaign that entertainingly presented what might happen if you allowed yourself to run out of milk. The “Got Milk?” campaign achieved over 90 percent awareness in the U.S., and the tagline has been licensed to dairy boards across the nation.

Old Spice: “The Man Your Man Could Smell Like”

The insight: Wives and girlfriends are more likely to buy men’s body wash than men are.

Consumer research revealed that for years Old Spice had aimed messaging for its body wash and hair care products at the wrong audience. The first commercial, featuring actor Isaiah Mustafa, was an overnight sensation and became a cultural phenomenon. Sales surpassed expectations and today Old Spice is the number one selling brand of body wash for men in the U.S.

At Sandstorm, our thoughtful, scientific approach to user research reveals illuminating insights on which effective brand strategies are built. For example:

Ensono: “Operate for Today. Optimize for Tomorrow”

The insight: Chief information officers are looking for resources to help them not just keep the data center running, but deliver strategic innovations that drive revenue.

Extensive primary and secondary research revealed how the role of our user, the CIO, was evolving. CIOs were increasingly being expected to make strategic contributions in the boardroom, moving from a traditional “build-and-feed” model to a construct that could be described as “dream and direct.” We developed a brand campaign for our client Ensono (which provides IT infrastructure management outsourcing) that positioned Ensono as “the company that dreams,” helping CIOs address their current needs and deliver on tomorrow’s objectives.

We developed the new name and brand identity for Ensono, designed and developed its new website and created an expansive portfolio of marketing materials. In one year, the site saw a 703 percent increase in total page views, an 859 percent hike in unique visitors and a 955 percent increase in lead form submissions!

We’d be delighted to help you find the unexpected user insights that deliver an enhanced brand experience. Contact us today to get started.

This blog was posted by Janna on November 8.
Janna Fiester

About the Author

Janna Fiester

Sandstorm's VP of UX & Brand Innovation, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

Sandstorm takes Hermes Gold for Accuity ad

Sandstorm Design was honored with a gold statuette at the Hermes Creative Awards. The award was presented to Sandstorm for its impactful print ad for Accuity’s payments data products. This year’s award winners were announced by the Association of Marketing and Communication Professionals (AMCP), which hosts the annual Hermes Creative Awards competition.

Sandstorm’s breakthrough ad was targeted at professionals at financial technology companies who develop products for the payments industry. The ad dramatizes the catastrophic consequences of choosing the wrong provider of payments data, and created an industry stir when introduced at the annual global Money 20/20 conference.

Accuity Ad - Fintech

The Hermes Creative Awards are an annual international competition recognizing and celebrating the messengers and creators of traditional and emerging media. Entries are judged by the AMCP, an international organization consisting of thousands of creative professionals. Marketing materials across a wide range of categories are submitted by corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, and web and digital creators.

This blog was posted by on June 19.
John Rausch

About the Author

John Rausch

Over his 25 years in the advertising industry, John has produced award-winning work for many B2C and B2B clients. He is a passionate believer in the power of the brand and brings a strategic approach to every piece of creative.

Sandy
Brand Strategy Agency, Brand Experience Chicago

To gain the insights necessary for the development and reinvention of your brand experience, our user experience experts center the conversation around your user needs, desires, and behaviors. We conduct user experience research to understand user motivations, brand perceptions and engagement opportunities, and gather competitive intelligence to reveal trends and hidden whitespace opportunities.

Our proprietary agency tools and UX approach allow us to learn as much as we can about your brand, its values, and your users. With our Brand Strategy Workshop, we immerse ourselves in your brand and your business objectives, and speak with stakeholders to gain leadership alignment. And we're extremely collaborative, because knowing that great idea when you hear it, see it, and feel it is much more important than where it came from.

Unlike traditional branding agencies where the focus is business-centric, we extend our reach and perspective by integrating user insights into our analysis so the new brand experience is a reflection on the users and their rapidly changing environments, technologies, motivations, and behaviors. 

We develop, enhance, and reinvent brand experiences through: 

  • Brand Strategy
  • Brand Identity
  • Brand Positioning and Key Messaging
  • Brand Management
  • Internal Brand Development

Want to explore ways to improve your brand strategy? Contact us.

This blog was posted by Sandy on January 16.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

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Janna
How To Get Amazing Creative From Your Agency

The mind reading fantasy

How great would it be if someone could read our minds and instantly reflect what we were thinking? Okay, it might be a bit creepy at first, but after we acclimated, it would be pretty fantastic. We would never have to order anything; we would just pay and collect our latte, salad, or sandwich. We would never argue with our spouse. We would always know what our boss wanted. It would be so productive, we would increase GDP by 200%.

Reality sets in

Unfortunately, that’s not the world we live in today. So when clients want us to read their minds, we panic—and for good reason. We strive to embed ourselves into our clients’ organizations and businesses, but we are horrible mind readers. When budgets and timelines are tight (they always are), it’s best to align with a creative brief before jumping into creative execution: it saves time and money and prevents angst.

A tool that functions well in reality

Please plan for some time and money to invest in a well-written creative brief when you are planning on giving work to an agency or creative partner. Briefs give the agency time to process all of the information you have given them and think through any questions they may have. This distillation of information is an important step that allows for strategic thinking and alignment. The act of writing a brief is a discipline that requires prioritization and ensures the creative team has the right information before crafting a communication solution for you, the client.

Providing a way for effective creative evaluation across an organization

As a client, you should demand a brief when embarking on a creative project. It has a strong ROI and is the contract between you and the creative team in terms of what to expect when the agency presents creative to you. You should use this brief to evaluate the creative and ensure your internal stakeholders do the same thing. This ensures that your campaigns stay focused and on strategy. A brief also helps take personal preferences out of the equation and forces each evaluator to start to think in terms of your target market.

A simple solution, just add a pinch of discipline

I have worked in many places and with many clients that let the creative brief languish and even disappear. This results in many revisions, escalating budgets, and blown deadlines—not to mention awful creative executions. This is the epitome of the phrase “garbage in, garbage out.”

So if you want to ensure great creative that’s on budget and on schedule, you must invest the time and resources into developing a well-thought-out creative brief that has alignment from all stakeholders in the process. It’s a simple and classic tool that works.

This blog was posted by Janna on February 23.
Janna Fiester

About the Author

Janna Fiester

Sandstorm's VP of UX & Brand Innovation, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

2017 Super Bowl Ads

Sunday’s Super Bowl game was one for the ages—unless, that is, you had money on the Atlanta Falcons, who found a way to squander a 25-point lead.

The evening’s commercials featured a kaleidoscope of celebrity cameos, a split-second glimpse of the Budweiser Clydesdales, and the following winners and losers:

Touchdowns

Avocados from Mexico’s “Avo Secrets” spot delivers a hysterical spoof of the Illuminati, poking fun at the secret society’s rituals and deflating its pomposity. The full-length version of the spot is literally laugh-out-loud funny.

“You don’t look like you’re from around here” is the line that opens Budweiser’s “Born the Hard Way” spot. The 60-second ad, which tracks Adolphus Busch’s long journey to America, served up one of the evening’s defter political statements on immigration.

Even more moving was “The Journey Begins” from 84 Lumber, which follows a mother and daughter making the daunting trek from Mexico to the United States. Broadcaster Fox had refused to air the original version of the spot, which ended with the pair arriving at a monolithic border wall. 84 Lumber ran a modified version of the spot during the game and invited viewers to visit its site to watch the full-length version, triggering so much traffic that the site crashed repeatedly throughout the evening.

“Go Further” charmingly demonstrated Ford’s commitment to innovation and its promise to help us “move through life faster, easier and better.” The spot provided the evening’s best soundtrack—Nina Simone’s civil rights anthem “I Wish I Knew How It Would Feel to Be Free.”

Bai opens its spot with Christopher Walken solemnly intoning the lyrics to the ‘N Sync hit “Bye Bye Bye.” Justin Timberlake, clad in smoking jacket and ascot, delivers a silent but howlingly funny reaction. Perhaps the evening’s best use of a pop song to drive home the brand message.

John Malkovich is by turns furious, ingratiating and threatening as he seeks to wheedle the JohnMalkovich.com domain name from its owner in SquareSpace’s very funny spot that presents a memorable case for securing your domain name before it’s gone.

Packed with visual puns, TurboTax’s “Humpty Hospital” spot delivers an effective product demo amid the hilarity. When the yolk starts trickling, I dare you not to laugh. 

Fumbles

Skittles’ “Romance” ad was the latest in a long line of inane “people will do anything to eat (insert product name here)” spots. 

Kia’s “Hero’s Journey” ad, starring Melissa McCarthy, spent a glacier of money on special effects for a spot that, while aimed at the ecologically aware, actually belittled the efforts of environmentalists. 

In a commercial for Sprite, basketball superstar LeBron James refuses to tell us to drink Sprite. Sorry, LBJ—not very funny.

Need help telling your brand’s story? Sandstorm helps clients build their brands and develop the strategies to effectively deliver their stories to their target audiences. Let us help you today.

 

This blog was posted by on February 7.
John Rausch

About the Author

John Rausch

Over his 25 years in the advertising industry, John has produced award-winning work for many B2C and B2B clients. He is a passionate believer in the power of the brand and brings a strategic approach to every piece of creative.

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