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Our blog is a place of creative thought, brilliant ideas and smart thinking. Branding, design and integrated marketing communications are the core subject matter.
We encourage your interaction, your comments and ideas and will endeavour to respond to all comments promptly and respectfully. We ask for a similar level of respect in everyone’s interaction in this blog space.
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Personalised direct marketing
With advances in digital printing, personalised direct marketing is affordable and highly effective.
Many consider direct marketing using ‘snail mail’ to be dead and that somehow email communication has taken the lead in direct marketing and generating new sales leads for company growth. But people’s mailboxes are increasingly over-crowded and marketers can no longer expect that just because they managed to get an email into the inbox of an intended recipient, that it will be read, let alone responded to. Marketers are turning to personalised direct marketing.
Brand experience
In the retail environment creating the ultimate brand experience is a complex challenge.
A retail brand experience can no longer be managed without considering the difference between the in-store experience and the online experience; even if a store doesn’t have an online presence, that brand will be competing with brands that do. The customer is often in different buying modes and will have a different set of expectations when shopping online as opposed to shopping in-store.
Outdoor advertising
Creative billboards used in outdoor advertising can be a very effective medium to get your message heard by a targeted audience.
The best thing about outdoor advertising is the ability to capture the attention of your audience and keep reinforcing your message on a daily basis for a specific period of time. Of course in order to do that you need to have researched the positioning of your billboard to ensure it’s located on a busy route that’s used regularly by your target audience. Then you need maximum creativity and a great idea, only then will you attract maximum attention and ensure brand recall.
Designing the future
There is an acute difference in outcomes when designing the future vs basing the future on the past.
A New Year approaches and as business owners and managers, everyone tells us to look back and acknowledge the year that was and plan for the year ahead. We all know we should do this and love sitting around shooting the breeze on what happened, the highs and lows, what we did right, where we went wrong.
Brand portability
Opening a second restaurant 5,000kms away and finding it booked out in opening week shows amazing brand portability!
The Stokehouse is an iconic restaurant in St Kilda, Melbourne, “combining relaxed beach side glamour with exceptional hospitality”.
Design and social change
Design has a part to play in influencing social change
Consider, if you can influence a person by as little as one degree, the difference can be significant if they walk far enough.
"Design matters, like never before. Designers create so much of what we see, what we use, and what we experience. In this time of unprecedented environmental, social, and economic crises, designers will choose what their young profession will be about: inventing deceptions that encourage overconsumption -- or helping repair the world. Today, everyone is a designer. And the future of civilization is our common design project."
Do Good Design: How Design Can Change The World, David B. Berman
Design that influences social change aims to create beneficial designs that:
Brand competition
Brand competition drives creativity in an overly saturated market.
We’ve written before about creating stand out packaging, but in a highly competitive market, standing out from the crowd is an even greater challenge, in fact many companies question whether it is worth competing in a saturated market.
Managing a rebrand
Before you embark on a complete rebrand it is important to check in with your target market first.
It’s imperative to evolve your brand over time, to keep it fresh, relevant and continuing to add value to the business and your customers. But it’s also important not to rush into a rebrand without first checking in with your target market….
Brand recognition
Updating your visual identity while maintaining brand recognition and consistency.
Have you considered updating your brand but failed to get started for fear of losing brand recognition in the market? Although this reservation is valid, a stagnating brand can do your business and its positioning in the market even more harm.
Consistency in brand experience
Recipe for a great restaurant brand
At lumino, we love good food. But we love good brands more. And when the two come together, there’s nothing better; it results in a very memorable brand experience.