Brand development is the strategic process of creating a unique or distinctive persona, or marketing image, that distinguishes a company’s message, products and services from the competition. An effective brand development process ensures that a brand’s content and image matches the company’s business goals and objectives, communicates value to the target market, and regularly updates or enhances the brand toolkit as the marketplace changes or evolves.


Creative direction is one of the leading roles in the marketing communication and product development process. A creative director determines the creative vision of a brand or project and shepherds that vision through all the downstream executions. He or she is responsible for maintaining the consistency of the marketing communications by ensuring the visuals, wording and designs are consistent with the brand image and message. The creative director guides the team with skills and experience related to graphic design, fine arts, motion graphics, and other creative activities. The creative director may also assume the roles of an art director, copywriter, or lead designer.


An art director is responsible for overseeing the development of visual content, artistic styles and designs used in marketing messages, products and services. The art director decides which art pieces or graphics to include in the marketing message. The art director hires illustrators, photographers and other creative vendors to create unique or custom works.


Video production consists of three components: Pre-production or planning the project design and the production process including creating the script. Production is the actual creation of the video footage. Post-production includes editing the video footage, adding music and other effects. I can provide any of all of these services.


Copywriters are responsible for creating the persuasive language that is the core of an effective marketing message. A copywriter needs to be able to quickly capture the target audience’s attention and provide a compelling message with a minimum number of words. A copywriter is often the creative counterpart to the art director.


Illustration can decorate, interpret, explain, or amplify a marketing message, intellectual concept or physical process. The style can be metaphorical, technical or whimsical. Whatever the style it must complement the message the tone of the accompanying message.


Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about attitudes, assumptions, facts and issues relating to products and services. The goal of research is to accurately identify and correctly assess customer behavior.


How and why do mascots work? Mascots give the brand a distinct personality. They highlight the brand virtues. They are custom and unique. They are timeless. They don’t show up in rehab. They are memorable – even when they’re gone. They create emotional connections. For more information on creating mascots, please visit

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