Branding, Design and
Illustration Services.
In addition, Attiliis authors and teaches The Creative Process For Communications For Branding For The Rest Of Us.
andyattiliis.com
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Marketing with ISFB's
Mary Gillen.
May 13-14, Alex, VA
Learn over 248 tips and techniques in this 2-day intensive, hands-on seminar.
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brand writing
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specially
for small and mid-sized companies, correct branding practices should
be furthered to the extreme. Even many medium to large companies do
not produce enough promotional materials to justify any variance from
established directions.
While visual elements are always the most immediately recognizeable
features of a brand, copy style also plays an important role in message
personality. To change it with each new effort, as the world's best
known advertisers can afford to do, for most of us will not be productive.
Rather, we should endeavor to use the same written approach over a very
long period of time so that strong identities can be forged with far
fewer exposures.
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sample
Copy
length can be a signature characteristic of your branding effort.
Either very
short, or very long and detailed, if this aspect of copy style is maintained,
it can add to your memorability. For a photographer with images that
already spoke very well of him, short but meaningful copy worked just
fine. |
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 With
a wide range of styles plus much success at marketing stock images, Richard
Frasier's reputation had begun. However, when he first decided to advertise,
choosing which strength to emphasize was not possible. Since it was too
early in his career to nail down a long-term direction, our strategy was
to do this full pager showing a variety of work. Copy was left to suggestively
promise a better value for those image assignments that also possessed
the potential for stock sale.
ad
copy
Consider the stock value of your next photo assignment.
Richard Frasier will. He thinks good clients deserve a little consideration now and again.
Frasier. Location, studio and stock options. Creative functions:
Writing, co-creative direction, art direction and design*
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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.
All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis
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