If you want to get more out of your marketing collateral and come off as a professional, engaging and strategic, avoid these overused stock image clichés:

The Hand Shake

What you’re trying to say: We are all about relationships and putting you first. Trust us.

What you’re really saying: We are middle of the road, we do and say the same as everyone else. We don’t really have anything new to offer you…trust us?

Even worse if: It appears on your ‘Contact Us’ page or around contact info

The Puzzle Pieces

What you’re trying to say: We solve your problems. We are cutting-edge.

What you’re really saying: We’re masters of the obvious and not very creative. We still depend on imagery popular in the 1990′s, and we haven’t changed the way we work since then either.

Even worse if: The puzzle pieces have embossing, gradients or are 3D

The Random Skyline

What you’re trying to say: This is the city we’re located in!

What you’re really saying: We really have no idea what else to put here, so we’ll indicate the city we’re located in even though you already know that instead of trying to meaningfully engage you.

Even worse if: It’s a poor quality, pixelated and sits in the top right corner of your website header

The Hip Businessperson Silhouette

What you’re trying to say: We are ultra hip and modern

What you’re really saying: We’re trying way too hard to be ultra hip and modern. Our culture and approach is forced.

Even worse if: Silhouette’s are standing next to giant graphs or puzzle pieces

The Old School Compass

What you’re trying to say: We are experienced, traditional and will help guide you where you need to go

What you’re really saying: We are old. We think old, act old and do not like change or progression. We have giant mahogany credenzas. If you like doing business like they did in the 50′s and 60′s, please hire us.

Even worse if: accompanied by an “Old World” map

Client

Avenir Consulting

Project Description

{branding system design + implementation}
Avenir Consulting is a business development consultancy that outsources sales and marketing campaigns specifically for professional service firms. Ready to launch and needing to hit the ground running, Avenir tasked b.todd to develop their entire brand design system and collateral, including brochure, sell sheets, letterhead, website and tradeshow banners. With most of their strategic branding complete and a logo already designed, we helped visually translate Avenir’s brand positioning and value proposition of “Cultivating Growth. Delivering Results.” and implement a cohesive brand identity system specifically geared to their target market.

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Anyway, this is a great direct marketing piece targeted to creatives. As I already stated, it’s unique and not something you’d expect in your mailbox, so more reason to open it up. Secondly, it engages the audience; I’ve already played a couple games in there. Thirdly, and maybe most importantly, is that it sells Veers products without directly selling. Wait…what? Let me expand a bit. The booklet is filled with photos, fonts, illustrations, etc that Veer sells. It’s basically a catalog, letting the reader see what they have, how to use the creative assets and on top of that giving out a little creative inspiration. If you know any creatives, you know we LOVE inspiration!

Next time your thinking about a marketing piece, use the The Super-Incredible Activity Book For Creatives as inspiration try and think of different, creative ways to engage your target audience,

Oh, and P.S. Thanks Veer!