Esther Gutkovsky - Content Strategist

Design an Experience, Not Just a Campaign

We’ve all heard the drill: we need a phenomenal user experience and interface, and fast! Create, create, create and do not forget to make it personable and technologically advanced. Businesses have become so focused on the entire package that they have forgotten about the most important thing: brand personality and warmth. Find Your Roots Go deep into the story you’re telling, and that story is multifaceted. The creator of the brand wants to evoke specific emotions in their viewers – does it accomplish that? What sort of information does the audience require, and how do they glean value from your brand? Meaning, what is that unique factor that distinguishes your brand from the competition, why should your intended users favor you over others? You know what that is. Focus on it and be proud and supportive of your story without overdoing it. From the other perspective, your users are processing […]

Corporate Photography: A Snapshot

It seems as though everyone is a photographer today, with apps like Instagram, Flickr and Facebook allowing for quick, easy photo sharing. Brands have a unique opportunity to showcase their team using the growing social media market. Having quality, clear professional headshots is essential to communicate both relevancy and formality. We spoke with a creative designer and photographer, who gave her take on corporate headshots and their importance for businesses. Why is it important to get quality head shots? Your clients receive impressions of you in every interaction – from browsing your website, to communicating with you via email, to scrolling through your social media pages. At any given moment, when experiencing that connection to your brand, both images and the related content are absorbed – impressions are formed quickly and often cannot be reversed. Even individuals who have had no experience with photography can tell the difference between a […]

Keep An Eye On These 4: Design Trends II

Evolve, evolve, evolve. Isn’t that what adaptation is all about? Creating a space of innovation and creativity, keeping up with all of the fleeting and design-changing trends that emerge almost faster than we can handle. Almost! Here are 4 of the design trends that have been identified for the big leagues this year: Huge Background Images Using high-quality images as huge, beautiful backgrounds is expected to be one of the main trends of 2015, accompanied by poignant copy and eye-catching typography. Some parallax elements will be incorporated as well, as web design moves toward fluidity (it’s all about making it easy on the eyes). Mobile-Focused Branding More and more brands are finding that their user base has drastically increased their mobile usage. Optimizing websites for mobile, therefore, is crucial for most businesses; ensuring that your user has the optimal experience when interacting with your site is of utmost importance. Mobile […]

Design Your Greatest Pitch Deck Yet

As brands begin to find their new pace in the new year, startups are perking up their ears, trying to pick up any tips and tricks to improve their image and business. While many options exist to assist them in their optimization, one of the easiest and more fun methods in design include creating pitch decks. Raising money from investors isn’t easy in the best times, and for startups it can be especially challenging (without the experience that other brands have collected over the years). To perfect a pitch, a brand will need to follow specific points, achieving the ideal presentation framework. Clean It Up Investors are not interested in a cluttered and over-detailed presentation; a way to ensure that you begin on a strong note is to think about your “elevator pitch.” A common exercise in the business world, this condenses your message into a 60 to 90 second […]

“#ThinkContent”: Smart Content Strategy Tips

Using the hashtag #thinkcontent, software company NewsCred opened the conversation this afternoon about content marketing strategies. The importance of having fully optimized content for a brand’s marketing strategy is crucial – more and more companies are starting to realize that and jump on board. We listened in on the host, Michael Brenner (NewsCred’s Head of Strategy), discussing the best methods to increase engagement and develop your best possible content initiatives.   “Put customers’ needs first – make them the hero.” Often, as Michael says, brands become too consumed with their own story and forget why they started their business in the first place – for the customers. Bringing that focus back to the original audience and combining the brand story with what the consumers want to see will lead to the best possible content strategy. A powerful quote, exemplifying everything that is inspiring about content and its connection to the customer […]

Dive into the Design Community

Great design is perfecting your individual style. It is using the ideal tools to produce the latest design techniques and formatting, using the best of the creativity that is within each designer. But it is more than that – without being a part of a design community, all of that creativity goes to waste. Yes, having relationships with clients is essential…but building rapport with like-minded creators brings an added level of insight to the table.   Have you considered attending local conferences or seminars in your city? Going to collaboration events can assist a new designer (or even one who has simply not been present within the design community for some time) in building up a network. Walking among booths and attending seminars in a new environment is specifically geared to shape fresh ideas and gather knowledge. But don’t forget – promoting your work is as important as being great at […]

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