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We don’t pummel you with posts. We don’t sell your email address.
All we do is write about what’s up. What’s new. What we’re thinking about.
And when we do that, you’ll get an email.
It’s that simple.
We don’t pummel you with posts. We don’t sell your email address.
All we do is write about what’s up. What’s new. What we’re thinking about.
And when we do that, you’ll get an email.
It’s that simple.
In his article Forget About Your F*cking Logo. Nobody Cares. Australian designer Jon Hollamby (who designs logos himself) notes that far too often marketing managers conflate logos with brands. They obsess over their logo and, meanwhile, miss the point entirely.
Here’s the relationship a logo has to your actual brand: it’s a marker. An identifier. It can help someone find you. It can attract them. It can remind them of you. But ultimately it has about the same relationship to your company that a rancher’s brand on a steer’s rump has with the taste of a steak. (#VeganApology.) Read More
Every marketing expert you read seems to agree on one thing: to succeed you have to specialize. It’s far easier to stand out if you are the “one and only” in your field.
Read MoreLeon Battista Alberti is a name you might not know. He promoted a revolutionary idea — that “a man can do all things if he will.” He felt people should try to embrace all knowledge and develop their own capacities as fully as possible.
And he lived the idea himself. An accomplished 15th century architect, painter, classicist, poet, scientist, and mathematician, as well as a skilled horseman, he was the original Renaissance Man.
Renaissance thinkers created art, music, architecture, poetry and literature. Understood physics and metaphysics. Spoke several languages. Studied philosophy. And could hold their own in conversations across a wide range of topics.
As they created, invented and executed, they found that each of their areas of experience affected others. Leonardo Da Vinci’s study of science deeply influenced his painting. Michelangelo Buonarotti approached architecture as a form of sculpture.
”Hyphenates” have always been influential
Naturally, the idea didn’t stop (or even start) with the Renaissance. And it certainly wasn’t limited to men.
Hildegard von Bingen was a 12th century theologian, writer, poet, composer, artist, medical researcher, botanist, linguist and an abbess.
Émilie, Marquise du Châtelet, was a natural philosopher — the early term for scientist — a mathematician, a physicist and a writer in 18th Century France. She translated Newton into French (with commentary), and wrote a treatise on physics.
Robert Hooke was an architect, mathematician, artist, surveyor and a natural philosopher.
Thomas Jefferson was an archaeologist, designer, inventor, naturalist, highly effective writer and a politician.
Winston Churchill was a historian and a novelist and a prime minister and a painter.
Today, in our era of specialization, there are plenty of advocates for crafting a broader education and pursuing multiple interests. There’s a reason so many people thrive with a liberal arts background. And a reason why serial career-switchers can have enormous impact on our culture. Because often the most interesting ideas come from cross-pollination.
Sometimes, we need generalists. Not just specialists.
In his new book “Range: Why Generalists Triumph in a Specialized World” David Epstein explains that specialists become “brittle”. They see familiar patterns quickly, but they are rarely the Big-C Creators.
Those Creators are amalgamating broader experience. They see patterns too. But a different kind. They see the relationships within the variety of the wide net they cast. And they can find those similarities more quickly and more effectively than the specialists.
As founder of the brand marketing design firm FreeAssociates, I’ve seen this in action. When I’ve hired designers, these differences become evident — not just in their problem-solving ability but in the kinds of problems people can solve creatively.
The narrowly focused person can efficiently bang out a technically complex project, so long as it’s in the realm of their training. But the designer with a more diverse background and broader experience moves comfortably from one world to another, and finds the useful, rich and valuable relationships inherent in each new situation.
They’re unintimidated by unfamiliar challenges. In fact, that’s where they thrive.
A Renaissance of the open mind
In our complex, interconnected world, wide-ranging experience is valuable. It enables a creative person to see things from multiple perspectives, to come at the problem from different angles. The idea that “we’ve always done it this way” gets challenged. The fresh approach gets traction. The outsider’s point of view gets incorporated. And, often, the final solution is better than the “industry experts“ would have come up with.
That’s why there’s a resurgence of interest in wider exposure, broader education and more open-minded thinking to complement the narrow-but-deeper specialists who bring particular expertise, but often have trouble seeing the larger picture.
Perhaps it’s time to focus on the forest instead of just one tree. Let’s spend less of our energy on a particular branch of Populus tremuloides and more on considering the whole beautiful landscape.

In working with some of our clients, I’ve found that, while the marketing team is all excited about a new brand or an update, the people down the line often aren’t.
Sure, there’s a little buzz initially. But the effort is almost entirely focused on communicating to customers or clients, and the folks who should live the brand every day are never fully on board. Budgets are allocated to get the word out — not in.
But “in” is where the magic happens. It’s where the brand comes to life, and it’s the real point of customer interaction.The receptionist needs to create the brand experience. The guys in the factory have to make things align with it. The customer service reps need to reinforce it. Everyone in the company should be the new brand.
Sound familiar? Then you might enjoy this little piece I wrote. And consider sharing it with whoever in your organization might want to address the problem. Hope it helps!
We’ve been helping companies successfully market their ideas, events, products and services for a long time. Beautifully. Creatively. And effectively. But saying that and seeing it are two completely different things.
So, how to show a lot of work without boring the viewer to death? We took 380 of our favorite project images (actually, there were more, but we had to stop someplace) and built this little video. It was a daunting task, but also a heck of a lot of fun. I hope you enjoy watching it as much as we enjoyed creating the work that’s included.
When you’re done, if you like it, please share it. We want the world to know about FreeAssociates. We’ll be thrilled (and grateful) if you do, too.
When we begin working with a new client — unless we’re doing a complete re-branding — there are often style guidelines in place. And as much fun as it might be to start fresh, strategically it makes no sense. In that case, our job becomes one of interpretation.
Green Hasson Janks had recently completed a major overhaul of their visual identity. They needed a blog designed and built that would complement their existing website, which already reflected the new look and feel.
Given the tight restrictions, we came up with an interpretation that gently stretched the guidelines without violating the integrity of the brand.
In a well thought-through identity system, there’s almost always some creative leeway. After all, when we design one, we don’t want to tie our own hands, nor do we want to make it difficult for others to interpret the new style. So we create a set of “colors” (both literal and metaphorical) that allow interpretation while maintaining continuity.
Above is our take on Green Hasson Janks’ Taxing Thoughts, which went live just before Thanksgiving. Take a look, then click through to their main site to see how it feels in context.
We also created a printed announcement to introduce their staff and clients to the new blog, and help launch it with a bang. It’s been well received, and it both reinforces and expands their brand identity.