Retreat Day 5: Design is. . . ?

"Design is not about "like." It's not about "dislike." It's about passion . . . emotion . . . attachment.

- Tom Peters, reveals the true power of consumerism, "Re-Imagine! Business Excellence in a Disruptive Age"

Design is so much more than just the cosmetics of a product or the marketing collateral of a business. Design is the new dollar that symbolizes creativity and quality. Within an instant, the public can visually see the soul of a product through its packaging; or the quality and integrity of a business by glancing at its web site.

True, there is a lot of fluff out there. But those who matter will be attracted by design first and foremost. There is substance in style. There is a message that runs deep through the design of products and businesses. The message is in the details, it is in the overall appearance and the overall experience.

Enter into a Starbucks and you will have realized the impact design has, from the flavor of coffee, to the overall experience in the store, Starbucks exudes design and branding. Starbucks sells more than just strong coffee. Let's face it, the impact of the overall design of Starbucks and the addictive power it has over people is its true value proposition. Its consistent use of the color palette from the murals on the walls, to the seating areas and the straws is about the brand. The shapes of the counters and barrista stations, the logos that appear perfectly with each eye movement brands the experience in your brain and leaves you wanting more.

Yesterday, I bought an iPad from the Apple store in Chicago. If you have ever bought an Apple product, you may understand the overall manipulation and power Apple has over its fans. They aren't just a computer manufacturer any more than Starbucks is just a coffee maker. The design of Apple is the true soul of its products. Steve Jobs, CEO of Apple understands the majestic magnificence design plays in the overall marketing of its company too. From the research and development of the Apple products, to the marketing, selling and delivery, design exudes throughout the entire life cycle of any Apple item. The clean, no-nonsense, fresh white space is the very essence of Apple, its stores, the products and packaging.

As our world becomes more polluted with loud noises, images scrolling at top, on the bottom and along the sides of our screens, designing - whether it is packaging, a web site, direct mail, advertising, etc., - needs to be concise, consistent, cohesive to what you are selling, who you are.

Reflecting on my career, I have spent the past several years suppressing my "graphic design" capabilities. I quickly acknowledged the lack of value many C-level executives have towards designers. Perhaps the market is so saturated with designers that it was difficult to prove value. Maybe those who claim to be designers but really just own a copy of Photoshop have tarnished the designer name. Perhaps design is not easily quantified by the bean counters. Whatever the reason, I am realizing the value and need for good design.

I recall an attorney, sitting in his corner office of one of Chicago's tallest skyscrapers telling me with surprise and delight after I turned a courtroom graphic into a visual that could better prove his argument say, "You desktop publishers ARE more than just glorified secretaries."

The nineties were my decade to be a pioneer in legal marketing with most law firms paying little- to no attention to the need of design. My mission was to give attorneys the visual credentials they needed to communicate they represented a noble profession. Attorneys are advocators of the American legal system, not ambulance chasers.

Years of education and proof of intelligence appeared in the certificate that adorned their offices, but law firms would take no value in the overall image, style, they were visually communicating with the marketplace. One of my first law firm clients was a medium-sized firm. They hired me to design in-house invitations for their numerous events. The year was 2000, and they had about 2000 versions of their firm's logo. They put a lot of emphasis on their ampersand, the "&." I made waves on the issue whenever I had the chance. It is a wonder the marketing director put up with my shenanigans as long as he did!

By 2003, they hired a big design firm to develop a standard logo. I would have loved the opportunity to have done that for them, but, in reflection, I wasn't ready to demonstrate the leadership in the boardroom to present visual solutions to be effective. I'd love the opportunity today to do that. I'm ready for it now.

More than being qualified for the opportunity, I am learning my passion for this. I LOVE the design process of gathering information, realizing the emotional characteristics of a business, its offering, its product and then creating concepts, presenting them with awe and voila! The new visuals give life to a company. The new image is like a makeover that takes someone who was timid and recreates their confidence into a shining super star! Visually personifying the business, implementing the image on paper, on the digital screen, watching the business' morale increase and the sales grow is the ooey gooey secret sauce in my business offering. Oh yeah. Here we go. . .

Today, law firms of all sizes must have the competitive advantage in the design, the overall brand as they market their firm through the web site, the brochures. In fact, any business that has any competitor- which is EVERYONE - should start to appreciate and take notice of the design, the visual impact they are making with the public, with their "potential" clients.

I'm thrilled to see the value of design grow globally. It makes me realize that I have a special offering I could build a business offering around. I love creativity. Let's let it grow!

Watching companies like Apple continue to increase its market value to its shareholders despite the economy reiterates the value of design.

To those of you who have competitors, and that includes everyone... It isn't a question of whether you have a visual impact. We live in a visual era. The question is, what impact are you making visually?

Nine Months of Delivery at The Midas Center

Dawning on the ninth month since The Midas Center has opened its doors at 100 W. Garro Street in Plymouth, Indiana, the full service communications agency has experienced a treasure chest overflowing with projects! Although we realize that a newborn baby can be spawned in nine months, we are proud to announce the delivery of the following bundles of joy:

- Designed gratitude cards for Akina Corporation

- Helped promote the Imaginary Art School

- Launched and promoted ongoing events at the inSPIRATIVE art center, a gallery and studio rental space

- Designed and developed new web site for Culver's Lake Maxinkuckee Environmental Council

- Launched and managed a social media program for Earthworks and Earthworks Market, within the first six months, the program attracted over 250 members combined

- Designed and developed a web site for Culver's Wesley United Methodist Church

- Designed new image and graphics for Marshall County Recycle Depot

- Designed new identity and exhibit graphics for Sorian, Inc., a start-up wind power business

- Designed and developed web site for art gallery, Gallery on Main LLP

- Designed and developed materials for Chiropractic Association

WORKSHOPS AND SPEAKING ENGAGEMENTS

For the first six months, we offered numerous brown bag workshops to help local businesses better understand topics such as web sites, branding and social media. Two of the most attended programs were titled, "Branding Basics: It's Not Just For Cows" and "Social Media: New Frontier of Marketing." In addition to these free workshops, owner Andrea Cook became a member to the Wythogan Toastmaster group in Plymouth. Cook also was a speaker at Indy Green Fest 2010.

COMMUNITY PHILANTHROPY

We offered our creative services for a multitude of local philanthropies and causes including the Marshall County Neighborhood Center, Run Baby Baby Run and Tri Kappa's Tour De Max. Owner Andrea Cook also launched Women Advisory Group, a local group of likeminded women entrepreneurs who meet monthly to support one another helping each other succeed.

ECO-INVOLVEMENT

After ten years of using the same hosting service, The Midas Center made the decision to select a hosting company that is powered 100% by wind power.

Owner Andrea Cook and her husband have also launched Project Green Building, a proposal to purchase a downtown property and renovate it into a green building to help build awareness for eco-living, eco-working and eco-building. This project is designed to help build awareness through the media on each decision needed to be made throughout the full process. It also is designed to aid economic development by providing educational tours once project is completed. There is also a Facebook page for Project Green Building that has accumulated over 75 members locally and throughout the world.

Andrea Cook was selected as a finalist by Indiana Green Business Award selection committee as Indiana's Green Entrepreneur of the Year.

FUTURE STEPS

For the month of June, The Midas Center will be redeveloping its business model to better meet client needs for today's market. For the past decade we have offered integrated marketing, advertising, public relations and branding services. We want to work on a clear message so that we can improve our communications with you!

The Midas Center will continue to provide visual integrity and help businesses and organizations succeed in the marketplace. Transforming touch points into gold is our motto, and we're sticking to it!

Latest Marketing Creation

We love working with clients to produce materials that help build business! We enjoy the entire process, from finding the perfect solution to fit a client's budget and goals, to designing the layout, selecting the colors and typography and building the message behind the medium!

Each opportunity is an honor to provide solutions to meet client goals and a thrill to be creative and develop materials that are pleasing to the eye and hold visual integrity (TM).

We are proud to announce our latest brochure piece designed for J.R. Brim, a chiropractor with Chiropractic Associates, located in Chicagoland's Long Grove.

Campaign Series: Trust Professionals for Your Online Presence

So, you trusted your online presence to your neighbor’s nephew and now you can’t seem to contact him. You needed your web site updated, like yesterday? If you are ready to hire a professional for an improved online presence, contact The Midas Center today. We are professional visual communicators.

Your marketing material represents your professional image at a glance. Every interaction you have with the public through marketing items, from the logo on your business card to your web site and brochures all communicate the quality of products and services you offer. What are you communicating?

Capturing and Visualizing the Wind

Have you noticed how designers are using photos of wind turbines to try to communicate renewable energy?

The Midas Center is currently working with a forward-thinking client in the renewable energy industry. In researching the imagery that is currently being used to represent this emerging industry, we are "blown away" by the over-use of the three bladed wind turbines.

First of all, wind represent only one area of renewable energy and doesn't take into account the amazing solar powers that are about to create a positive charge in the renewable energy world. Mostly we are disturbed that the actual wind turbines being used to symbolize this industry are not only trite, but are already technologically out-dated. The three blade fan is the first product manufactured and people are learning ways to improve this first-born product. See the photo below to view how technology is improving the efficiency and effectiveness of this product, thanks to the U.S. Department of Energy's initiatives to initiate innovation.

It can be difficult to capture an image to symbolize a market that is quickly innovating and improving. Just like technology, it evolves and it can be challenging to develop it visually to stand the test of time.

Take the communication industry for example. Today, you may consider a computer or an "@" sign to represent communication. Some people may still consider a newspaper, radio or telephone. Although we all frequently use them, our reliance on them solely as our communication methods are diminishing. So when you think of a communication icon, images of a pen and paper, or quill and ink bottle for that matter may be somewhat passé. Regardless where you are on the communication-continuum, it is important to consider how quickly industries change and evolve. When your business invests in a logo or icon to represent your product or service, make it sustainable or else you will loose your luster like Cinderella when the clock hit twelve, especially in the markets where it is always 11:59.

Remember when people used icons of the floppy disc to represent technology? Floppies? What are floppies? What image do you consider when you think of technology?