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Three Things I Learned from a Creative Director Part I

Given the task of researching various New York web site development design firms, I was particularly interested in speaking with a Creative Directors about three main areas: branding strategy, logo design and homepage structure. These elements seem to be the cornerstone of professional website design and as someone who is breaking into the field, I thought I could learn a lot from hearing the perspective of established professionals. I spoke with Jesse Case, Creative Director of Skygate Media. They were recently voted Best in Business by Forbes Magazine and have some of the top web pages designers in New York. I thought it was best to make two separate articles because there is a lot of information. Look for part II to read about homepage structure.

Branding Strategy:

Even as a student, I know that a business needs a clear and focused branding strategy to be successful. The public should associate the design, the logo, even the sound of the company name with a brand identity. So, I wanted to know what is involved in this process. Jesse said it all starts with a clear vision of the company which is easier said than done. Its like that saying about seeing the forest through the trees. He told me that businesses get bogged down by the inertia of what they do every day and how they are expanding and it is often difficult for them to come up with a 5 word summary or essence of what they are about.

Jesse likened branding strategy to style of dress. Some industries need to wear the suit and tie but they still need to stand out amongst the pack. Others are business casual and then there are some that are couture with a high emphasis on cutting edge design. Its important for businesses to know how they want to dress when considering their branding options.

I always believed that branding strategy had to be in place before the creation of a website. This was an assumption I made but Jesse said that, on occasion, their work has caused businesses to re-do their branding after the fact. He considers that a compliment to his team of NYC web designers and project managers, because their work created a solid impact.

Logo Design:

Skygate Media has done countless logo re-designs. Jesse said the biggest change is a shift to a greater emphasis on visuals that have work across various platforms. In the old days, the logo was on letter head and business cards and nobody thought much beyond that. Then it went on a website against colorful backdrops, and now it has to be effective for mobile apps, tablets, smartphones and computer monitors. A logo, explained Jesse, is a company signature. It needs to have impact and straddle the line between creative and simplistic enough to be instantly recognized. Attention should be paid to size, Typography, use of color and concept. Jesse explained that Skygate Media is both a web design firm and a marketing firm in NYC, where the competition is fierce. In order to be successful in NY, in particular, designers have to rely on marketing minds in order to create something that is not only creative, but effective.

Thanks to Jesse Case for taking the time to speak with a student who is eager to learn from web developers in NY and elsewhere. What they teach us in school is an important piece of the puzzle, but its not the whole picture.

by: jatin hira

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