The Best Clients Know How to Turn It Up to 11

In the early stages of a visual identity project, I conceptually imagine how certain creative solutions might meet my clients experiential, communications, and business objectives. There are many valuable discussions about how the balance of art and messaging should work together to form that very brand-specific magical, rousing, storytelling perfume that will enable the significant points to be understood more clearly and with more relevance than anything else that exists in the market.

As you near final delivery, however, the real test centers around the ability of your clever client to be able to pull off a well-orchestrated launch.

In the case of Beckon, Inc, they achieved an impressive lift off at AdWeek last month to more than several rounds of applause. This public unveiling to peers was the first big test to determine whether or not and how much people would value and believe in the "Beckon is the Source of Truth for Marketing" campaign. For this special event, the team went beyond the typical experiential touch points (website, print ad, banner ads) and really turned it up to 11 with fun, branded giveaway items that reflect not only the new face and language that expresses Beckon's offerings, but also clearly demonstrate the warmth, passion and exuberance that this brilliant team of dedicated individuals bring to the wider marketing products arena.