24 Aug 2009

Why you should always start with content

Why you should always start with content

The always-brilliant site Boxes and Arrows recently posted an essay on the dangers of designing without bringing in the content writer. The piece, authored by a designer no less, included a beautiful example of what happens when a Web page template is created lovingly by the interface designer, only to have the live content come […]

30 Jul 2009

Does your copy win the “so what?” game?

Does your copy win the “so what?” game?

We’ve all seen examples of bloated, jargon-heavy marketing copy that makes our eyes roll into the backs of our heads. Seeing it out of context from the Web site or brochure that is its normal habitat, called out as an example of lazy, long-winded space-filler, makes us laugh. We laugh as the consumers of such […]

20 May 2009

The creative brief: when it’s good, it’s good

Did you hear the one about the ad agency that wrote a 27-page creative brief for the rebranding of a major beverage brand that was so pretentious, self-indulgent, and ludicrously aspirational it had everyone in the ad business rolling in the aisles? The story has been hard to miss since someone leaked the “Breathtaking Design […]