All brands need a mission. What’s yours?
Good brands have a raison d’être, a reason for being. Usually, it’s the founder’s story for starting the business. Sometimes the founder’s story isn’t compelling but there was a focus-shift somewhere along the brands timeline that put it on it’s current mission. Starting a disruptive business is usually more about solving a problem than it is about making money. As brands, we strive to elevate the status quo, make better products, provide better experiences, and be more relevant to our consumers. In order to look forward, take a peek back. If framed correctly, your company heritage is your history with a future. Looking at where you’ve been and why your brand exists will help tell you where you are going. It may help you realign with your brand’s true mission. Or it may tell you that in order to be relevant today, you need a complete focus-shift. Whatever the case, sometimes looking backwards provides you with insight into moving forward.
The best brands have a mission, what’s yours?
It’s about strategy, not style
I was shown a design for something today and was asked for my opinion. It was hard to give one without being given any context to the design. Who was the audience? What was the communication goal? How does this relate to the users experiences? What emotion are you trying to trigger?
Consider why you are creating something before making it just to look good, or worse, ‘look cool’. First develop your strategy, your style should be dictated by the problem you are trying to solve.
My Goals - 2012
** Update ** Having baby #2 have thrown a lot of goals this year on the backburner. But I’m planning on knocking ‘em dead in 2013!
It’s always good practice to commit your goals to paper. It’s an even better idea to make them public, you’ll probably hold yourself accountable if your family and friends know about them. So, yeah, a few months late with my 2012 goals. But better late than never:
Career
Have portfolio website/blog - I think I’m off to a good start here!
Start writing stories on on this blog regularily
I’ve got more career goals that include my day-to-day job, but some things are better kept private. Update: I did it!
Health
Run 15km - just once without hip pain
Buy a Nordic Ski Pass
Sign up for a half marathon run, a fun ski mo race, or a cross-country ski race. Any type of event that will challenge yourself.
Commit to two yoga classes per week.
Lead a sport climb this year (I haven’t climbed in two years!)
Complete an overnight backcountry ski trip
Fun Stuff
Roast your own coffee beans - I have the green beans, time to roast!
Make homemade Chai
Financial
OK - so like some career goals, these are sometimes better kept to yourself. I have some financial goals this year, both for savings, spending, and investing. But these are goals I keep between me and my wife.
An ad campaign I did for Arc’teryx. I worked with our amazing studio photographer, Ana, on developing this idea. We created a campaign series using her mastery of lighting. A tip of a hat to her for making the images so beautiful. Letting the photos do the talking was an easy decision.
An ad campaign I did for Arc’teryx. I worked with our amazing studio photographer, Ana, on developing this idea. We created a campaign series using her mastery of lighting. A tip of a hat to her for making the images so beautiful. Letting the photos do the talking was an easy decision.
Coldsmoke is an annual ski event in Nelson, BC. It consists of clinics, films, and cultural events. Two magazine ads/posters from separate years.
In 2009, I was responsible for developing all-new hang tags for Arc’teryx. I was responsible for market research, analysis, and developing a hang tag system for the entire Arc’teryx product line. I was responsible for determining which hang tag went on which product (a few hundred products). I chose imagery, wrote the copy, and did the graphic design for every hang tag you see in the stores today worldwide. I also worked with our printer to set up an online ordering system for our factories and I’m responsible for managing and maintaining the system every season when new products need hangtag assignment. I truly worked on this from concept to completion with another complete hangtag re-vamp set to hit stores Fall 2013.
Spread from a snowsports catalogue for Arc’teryx. I art directed this photo shoot. I worked with our merchandiser to choose models through an agency that best represented the snowsports categories we were shooting. On photo shoot day we worked with a make-up artist and product designers for fit, and I art directed stances, poses, angles, and facial expressions. This shot represents one of the the more ‘fun’ shots we used. I really enjoy directing models and had lots of fun choosing which photos to use in the catalogue.
