An exercise in copywriting

I’ve written before on the holy matrimony between copywriting and design. When the two worlds meet, magic happens in both advertising and branding. Today I want to take a look at an excellent example of copywriting, and then spin-off my own version for another product. Let’s take a look at…

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How to know you love something

It was my birthday. But I wished it wasn’t. I was in the middle of my Praxis portfolio project. I had decided to create three brand books for three different companies in the span of three weeks. When the month started, I realized just how over my head I was.…

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Branding vs Marketing for Millennials

You’re swiping through Tinder when an interesting prospect asks you for a date. It’s the profile of some guy from downtown. All his photos are either taken with a 35mm camera or he just applied some cool filter to make them appear that way. His outfits seem to all be…

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The best designers are psychologists

Design is not an art. It’s a science. When you see a good design in business you know it. You know it because you 1) notice it, 2)are attracted to it, 3)understand it, and 4)want to buy it. You can have the best product in the world, but if the…

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1 hour with Alex Center

“I got a masters in branding at Coca-Cola.” It was 2007. Glacéau had Vitamin Water and Smart Water. They had quickly become the memorable, iconic beverages in every grocery store. Glacéau did something very few had caught onto at the time— their brands spoke back to the people. When you…

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I want to lower the designer divorce rate

There is a long history of designers and copywriters clashing when they’re “forced” to work together. Just the first page of a Google search yields the following results: The Real Loser: When Designers and Copywriters Duke It Out Copywriting Q&A: How to Work with a Designer How Graphic Designers Make…

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The completion of my last brand book and what’s next

I write today’s project update with heavy eyes but satisfaction. I have completed the third and largest brand book of my portfolio project this month. It has been a combination of late nights and early mornings, some breakthrough exciting moments and some more head-in-hands moments. Just a month ago I…

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Brand Book #3: Yerbamala Designs

I have several vivid memories of my mom and I walking into the interior design stores in Coral Gables or downtown Miami and ogling at all the gorgeous pieces available for sale. Most of the time we didn’t buy anything but the experience of window shopping and enjoying all the…

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And just like that. . .the second brand book is done!

To be fair it hasn’t been “just like that”. But it has been really fascinating to experience the unique challenges to each book so far. Each process for creating the book and rebranding concepts is different. I started out the week with a decent amount of confidence since I’d already…

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Brand Book #2: KeySmart

One of the most popular products ever launched on Kickstarter, KeySmart, has hit the ground running since its initial launch in 2013.   The creator and CEO, Michael Tunney, was a robotics engineer making six figures. Yet, despite a great salary and a secure job, Michael found himself with the…

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