- project fine art
- May 19, 2013
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May 15, 2013
So you’ve got the graphics. Photographs. Outlines. A killer vision for your website or campaign that is ready for execution. But what about the voice? Sure, a picture is worth a thousand words and a visual language can be well orchestrated. But your body copy, headlines, pull quotes and messaging are the threads that weave your brand language together.
The way to create an instant connection with your audience sans verbal communication is through the use of copy. Whether it is strategically placed on packaging or supporting graphics on a website, the purpose of the written word boils down to persuasion, trust. and information. You want to educate your audience on the product – build trust with your audience – and persuade them that your company/product is what they want right now and their life just won’t be the same without it. The success of this connection depends on the use of a specific language, tone or what we like to call a “voice”. Developing the voice of a brand is essential, while maintaining that voice consistently throughout all text is crucial.
Here are some helpful tips you can use when writing your own copy:
- Follow the “3 C’s” : Express your thoughts clearly, convincingly and be as compelling as possible
- ENTHUSIASM is the key! Who doesn’t like to be entertained? Engage your reader with interesting and energetic thoughts!
- Paint them a vibrant picture. Use imagery, words and phrases to create a vivid mental story.
- Build that trust! Make your reader feel comfortable by creating a conversation with them. You want to speak directly to them through your copy, making that connection.
- Don’t be an extremist – stay away from using terms such as “best, fastest, cheapest”. You don’t want to make claims you cannot prove.
- Have a heart. Show your readers that you are speaking from the heart, both honestly and sincerely.
Anyone can write copy – but not everyone can write effective copy that develops and maintains brand language. We are now at that point where a mention of helium creative’s copywriting skills and brand language expertise are appropriately and shamelessly plugged into this blog! Check out our website and Facebook page to get an idea of our “voice”. We’d love to hear yours
Heavy Sole: Could one balloon really lift those Jeffrey Campbells?
If you’ve been paying attention, you’ve seen that downtown Fort Lauderdale has become fertile ground for a crop of specialty design businesses like helium creative (that’s lowercase). Located on First Avenue and founded by Chris Heller, the self-described “boutique [and] full-service design agency” is just as imaginative as the feelings a balloon might inspire. They’re no spring chickens, either: As of 2013, their work in advertising, graphic design, marketing, web development, and media placement spans nine years and, among its team members, a large chunk of the globe. Last month, helium creative was awarded two Gold and three Silver nods at the Addy Awards (after having won the Davey Awards a year before).
To celebrate their 10th anniversary next year, they’re asking people to contribute to their helium creative 365 campaign, a year-long project with a focus on balloons. Participants are encouraged to photograph a helium-branded balloon on an assigned day, wherever and however they like. After being shared through social media (tag your contributions #heliumcreative365 after uploading them), the photographs will be compiled into a book. In this way, participants get to share their work on media platforms, connect to other balloon photographs, and ultimately foster a large creative network.
The best feature of a design studio is often its versatility, but helium creative offers more. From its inception, the company reached out to other partners and businesses, and streamlined them into one team. helium creative designer Ryan Sirois explains that the company has “additional arms in media buying, social media, online marketing, photography, production, SEO, and development, so we can offer our clients a full rounded service to cover all of their needs and ensure a successful product. We believe in a synergistic approach to the creative process.”
They’re budget-sensitive, too. The helium founders remember their humble beginnings: emerging essentially from scratch. The company was founded in order to satisfy what creative designer Matthew Hall refers to as “a necessity for a higher creative standard in the advertising world.” Chris Heller, who founded the company and later recruited Hall and Sirois, worked for a larger agency during the day, and started helium from bare bones in his house. Now, despite its growth, helium strives to maintain the same small-business approach. “We may be small, but in today’s world, it’s relative,” Sirois says. “Being a small studio allows us to maintain a personalized relationship with our clients. We are able to work collectively in-house, which helps the creative process. While larger firms are generally still meeting and brainstorming, we’ve already met, strategized, and are delivering award-winning, goal-driven results.”
The most attractive component of helium creative’s pull, however, might be its dedication to functioning as actual working artists: “Helium was initially created to strip down the barriers between a large agency and the client,” Hall says. “Having worked for a few larger studios previously, there was a noticeable disconnect between the creative and the client … We each have a background in fine art, so that is a staple in our work and the basis for most of what we do.”
It’s that sort of creativity and artistic approach they’re hoping to extend to others through the #heliumcreative365 challenge. Initially, it began as an internal project but has “taken on a life of its own.” The premise is simple: take their helium balloon—which has become a staple of their brand—and push them to do something creative with it every day for a year, then photograph the results. “We believe that creativity works best within parameters, so we wanted to push ourselves using one common object” Sirois says.
Eventually, though, they realized that the overall goal was one they wanted to share with the community. “As artists, it is our job first and foremost to inspire others to be creative,” says Sirois. Fort Lauderdale Instagrammers were the original participants, but “the possibilities are limitless—and we have gotten some amazing submissions. The most exciting part about the whole project is that we have in turn been inspired by everyone who has joined. We hoped to inspire them, but … they inspired us! They took these photographs in directions we never would have thought of!” says Hall.
To participate, head to the studio during office hours, pick up a balloon, and sign up for a date—if you’re not local, the balloon can be mailed. You’ll receive a card with that date to help you remember. The project will reach its completion on January 1, 2014, when the images will be collected for the upcoming book. The images will also be featured in the FAT Village Art Walks throughout the year and in the helium creative Studio as a rotating exhibit.
Stop by the helium creative Studio at 500 NW First Ave., Fort Lauderdale, to pick up your balloon, or email Ryan directly to set up a time, at email@example.com. Be sure to follow the project on Instagram and submit your balloon image there: @heliumcreative365. For more information, call 954-333-8900 or visit facebook.com/heliumcreative.
From left: Matt Hall, Ryan Sirois, Chris Heller, Sofia Gonzalez
May 08, 2013
Inspiration can come from anywhere. As artists we find travel to be essential to the creative process. Experiencing new environments, textures, color uses, patterns, architecture, foods, shapes and cultures all play an intricate role in growing as an artist. helium recently travelled abroad to Spain, France, Italy and Prague - snapping shots along the way to put in our reference folders for future use.
Here’s a list of some awesome creative highlights that are somehow going to make their way into our work:
May 08, 2013
We are happy to have our studio within Fort Lauderdale’s budding arts district, FAT Village. Filled with urban art and technology centered local businesses, this community of creative professionals make coming to work everyday an inspiring privilege. We were more than excited when Doug McGraw enlisted us to RE-imagine FAT Village. The opportunity to work on an art-centric project is like our holy grail – so we dove in full force. We’ve created a new logo and identity for FAT Village and are currently in development for a new website and app as well. The vision is a modern, clean aesthetic with rough undertones or urban grit to reflect the historic warehouse street in Flagler Village, founded by Henry Flagler. We will update as the project progresses!
May 08, 2013
We ran. We conquered. We saw! The 2013 Salvation Army’s Most Amazing Race was a huge success. helium creative was a top fundraising team – bringing in donations for this great cause that will benefit Broward County families in need. We appreciate the support and generosity of all who helped us raise funds!
The 5 hour race had us competing in challenges all over Fort Lauderdale. Clues, puzzles, and riddles guided us to locations from America’s Backyard to the Antique Car Museum, Fort Lauderdale Beach, MayaPapaya, Art Institute and Holiday Park. We painted pictures, had a graveyard scavenger hunt, memorized martial arts moves and ran – ran – ran all over.
We look forward to participating in the race next year! Thanks to the Salvation Army of Broward County for putting together a great event for a great cause!