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7 Apr 2015 A metaphor placed too late is basically useless. Whole Foods, for example, leads with the phrase “natural and organic foods." This is their lens. Everything they do positions off natural and organic, and this shapes our understanding of the brand and what they deliver. The positioning of “natural and organic
14 Aug 2007 Sometimes the best way to understand a client's needs is by comparing their project to an existing site or service. The site should feel “like eBay" and work “like Expedia." But what do such comparisons really mean? Learn to master the metaphor while avoiding unrealistic goals and expectations.
12 Jan 2014 You can't have a roundup of resources without mentioning the brilliant and ever-evolving MailChimp style guide. They keep it straightforward and make it easy to find what you're looking for. Their guide breaks into eight linked sections: Hello., Voice and Tone, Writing for MailChimp, Writing for the Web,
2 Oct 2017 A brand style guide is essential to any organization seeking cohesive, consistent, and recognizable marketing. Check out these examples to inspire your own. We've compiled a list of some awesome brand style guides to use as inspiration for your next branding project or website redesign. Check them
20 Jul 2016 Sometimes it's difficult to communicate my ideas to others who don't think like me, so often times I use metaphor. If you have a brand that you hired a designer to create, you need to understand the rules, guidelines, and suggestions that your brand was created to follow, otherwise you can potentially make
27 Aug 2015 Every great brand has a discernible tone. It's a theme that's linked to the brand through the decades. No matter how the brand evolves or changes the tone doesn't change. This tone is a brand metaphor. We usually think of metaphors as explanations or comparisons. For example, “our office is a zoo" or

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March 2018