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Blog Posts by Chris Ames


Content Strategy Trends for 2020

Content Strategy Trends for 2020

As the decade winds down to a close, we’re taking a look at the most important trends affecting your business, brand, and culture heading into 2020. First up, we’re examining all things content strategy: tone, technology, and personalization. Let’s do it. Mobile > Everything Else The simple truth is if it doesn’t work on mobile, it doesn’t work. There can be no compromise when it comes to the look, feel, or content strategy of the mobile experience—considering it is the dominant experience. In 2020, even more emphasis will be placed on increasing mobile user interaction. If your...
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Accessible Design Must Be the Rule, Not the Exception

Accessible Design Must Be the Rule, Not the Exception

In the nascent days of computing, the highly sought after feature we now call “dark mode” was the standard. Cathode ray tube (CRT) monitors got their green-on-black look from the phosphor inside of the screens. While this technology was long-ago abandoned, dark themes have re-entered the zeitgeist as the latest “new innovation.” “It’s thoughtfully designed to make every element on the screen easier on your eyes,” Apple claimed in its announcement of the feature for iOS 13. But here’s the thing: there’s no real evidence that’s true. For people with astigmatisms (approximately 50%...
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Stop Worrying About Getting Attention and Start Paying Attention

Stop Worrying About Getting Attention and Start Paying Attention

The most valuable currency in the world is the fact you’re reading this right now. Your attention is like a scarce mineral and companies will blast mountains with dynamite for the tiniest trace element of it. It’s safe to say we live in the attention economy. In exchange for everything being “free,” we have transitioned from being customers to the product. The phrase “time is money” has always rung true, but never before has it been so monetized or measured. As a result, naturally, brands desperately want to know one thing above all else: how do we get attention? How do we differentiate, go...
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Don’t Let Your Product Ruin Your Brand

Don’t Let Your Product Ruin Your Brand

It’s a tale as old as time. You can’t sell product without a brand; you can’t sell brand without a product. Product designers and brand designers are sometimes viewed as adversarial disciplines, but in truth, both sides are working toward the same goal with different tools. But what’s the right balance? And how can you get the best of both worlds? To begin, a bit of level-setting. Product Designers Product design is commonly defined as the approach to building a new product from start to finish. This encompasses market research, identifying problems, product development, designing informed...
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What Makes a Perfect Concept Statement?

What Makes a Perfect Concept Statement?

Over the course of a branding project, there are thousands of micro-decisions to make along the way. As much as possible, agencies try to establish a common way of seeing and evaluating work to minimize decision fatigue. In our case, we create an Emotional Impact and a Brand Idea. We start by identifying four emotions we want to evoke in our target audiences, and then craft a big idea that brings these emotions to life across business, brand, and culture. The thing is, as much as you try to establish frameworks and lenses and litmus tests, you can only ask a client to hold so much in their...
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