Tag Archives: brand agency

The Art of Embracing Change

One of our writers lives in a neighborhood where the city is in the middle of a huge tree-planting project. Their streets had lost a great deal of canopy when Hurricane Irma came through a few years ago, and the shady covered roads had lost a bit of their charm. Almost as soon as the project started, however, neighbors had complaints. “Trees are messy,” and “I never asked for a tree” were popular complaints as were the responses from excited residents who couldn’t understand why anyone would be resistant to nature. In most cases it wasn’t the tree itself that was a problem for any one neighbor as much as the unexpected change to the city-owned property in front of their homes.

As human beings, we’re all somewhat resistant to change – especially when we’re in a situation that “works” for us. It is a instinctual behavior developed over centuries to help us know how to survive harsh winters, how to avoid poisonous berries, and later, how to stay away from the dangers of gas station sushi. Embracing change is a skill that can be learned like anything else.

Start by identifying your emotions. Does the change make you mad? Worried? Anxious? Confused? Then, locate the source of that feeling. For our story above, some neighbors were mad that no one had contacted them to let them know the project was taking place. Others were worried trees would be planted too close to power lines. Some were confused about how the city chose certain types of trees [all native species]. These were all concerns that could be easily answered once the feeling of resistance was identified.

That’s not always enough for some people. Many of us like to hold on to things out of tradition or memory. Sometimes the logical answer doesn’t solve the emotional dilemma. In those cases, one of the most powerful exercises to try in the attempt to accept change is to take all the people out of the equation. That may sound strange at first, but consider the following: a resident doesn’t want a tree because, well, they just don’t. The city wants one because it cools streets and improves property value. Take the people out of that situation and what’s left is the tree. What would the tree want? Is the tree really asking for too much? “Mysteriously” and anonymously, the trees on our writer’s street all showed up one morning with name tags and a thank you note that went something like this… Hi! I’m Trevor. I’m a Florida Pigeon Plum and I am super grateful for this friendly piece of soil you’ve given me to grow and be part of your home. I’m great at holding orchids in my branches, I don’t require a lot of water, and I’m pretty strong against hurricanes once my roots grow in. Thank you for being my friend. The neighbors who had been protesting having the trees removed withdrew their complaints. By taking the idea of a winner and loser out of the equation, the change was easier to accept.

Our lives have changed a ton recently. They’re going to keep changing for the foreseeable future. The choice we have is in how we manage those changes. Recognizing resistance is how we accept change. Learning to accept change is how we grow.

Top Honors From The ADDY Awards

For the third year in a row, the entire helium creative team was incredibly proud to receive the Best in Show Award from the 2020 ADDY Awards from the Ft. Lauderdale-West Palm Beach chapter of the American Advertising Federation (AAF). This year, it was our work on 57 Ocean – an ultra-luxury beachfront residential property located on Miami Beach’s prestigious Millionaire’s Row.  

ADDY Awards

helium created award-winning video and web components for this high-end campaign, but it was the 57 Ocean neighborhood brochure [ahem, print is not dead] that took home the top award of the entire event.


A bold, contemporary new future that is still in touch with the glitter of its storied past – this was the direction we brought to life across this printed piece that highlights the property’s surrounding neighborhood. Commentary from historians, archival photos, modern-day imagery, and drone photography all came together in a comprehensive guide of restaurants, culture, nightlife, and more. Using several sheets of specialty textured paper by Mohawk, we created two companion books for 57 Ocean: The Wellness Guide and The Neighborhood Brochure. Thanks to Bellak for printing these brochures. The end pieces are thoughtful, tactile and sophisticated.

Books for 57 Ocean


57 Ocean – Neighborhood Brochure 

DIRT Website 

Angie’s Epicurean Brand Development 

Sanctu  – Brand Development

ROK  – Brand Development


57 Ocean – Website 

57 Ocean – Video

An Idea Studio

People often ask us, “How do you come up with ideas?” The short answer is years and years of practice with sorting out good concepts and bad concepts. Along with a shameful amount of coffee. The longer answer is that each time we’re presented with a new challenge or project, each person on the team dives into their own head and starts building a list [or pile] of every idea that wanders into their minds. Some of us jot that down, or sketch it, or give it a quick design work up. At the beginning stages, the most important thing we do is realize that creativity, branding, advertising, and interactive design all start with a concept first. The best concepts are those that capture attention from the start, and then show themselves to have deeper meanings and connections over time. 

Once we all feel as though we’ve taken our own brains as far as we can, we come together and share what each of us believes to be our very best ideas. We’ve already “edited” ourselves to eliminate concepts we know have been done before, those that are off-target for a given audience, those that are just too complicated (or too expensive) to execute, or those that are one-dimensional. Knowing those things are all part of the years and years of practice part. What usually happens while we’re sharing is that one concept sparks a new, or complementary idea in someone else. One of us might have an incredible idea for a logo, but there’s something about the shape or color that inspires another team member to create a tagline. It even happens sometimes that two or more of us were all thinking in the same direction and snap – a bunch of components of a brand, sales campaign, or website all come together at once. It’s awesome when that happens. When it doesn’t, we work our best ideas until the snap happens. Or, sometimes we go back to the drawing board. This might all happen dozens of times on a single project before there’s anything to show to the client. Once our OCD heads are in love with an idea, then it’s finally something worth getting off the ground and in front of an audience. 


Brand Statements [explained]

It is important to note first that the brand of a company is not only its visual appearance, but also the language, messaging, and essence of the company. It is not only the clothing or outward appearance that makes a person, it is the words they say, the actions they take, the morals and values they possess. The same goes for any brand. We have to ask who is the company, why do they exist, who is their market, what purpose does the company serve or problem do they solve? Most importantly, what is their unique position within the industry?IMG_5521Cohesion is crucial when communicating a brand. Every element plays a role in conveying the brand message. Whether a website design and development, business card, logo, mission statement, front desk greeting, envelope, proposal or presentation − the brand should be consistent across the board, not only for visual continuity, but also because it builds a subconscious trust with your client. They know who you are, your experience, and what to expect. Every piece of collateral, every word or material is a direct representation of the brand. 

The positioning statement defines what makes a business unique in the industry and marketplace. It is used primarily only for internal purposes so collectively the brand’s ‘niche’ or position is understood. Generally, the positioning statement is not shown to anyone outside of the company. This statement is the foundation for all additional messaging and materials. The basic structure of any positioning statement answers three questions: Who are we targeting? What does the company offer or problem do they solve? How does the company offer a unique vantage over competitors? In short, what foot is the brand leading with? What is the drumbeat they march to that is uniquely theirs?




The mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In its essence, the mission statement addresses the WHY and WHO. Who is the company and why do they exist? What is their reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning.




The value statement is a hybrid of both the position and mission statements. This statement addresses what you stand for as a company, declaring the internal core values that form the backbone of the business. The value statement and list of core values work together to shape the spirit of a company, the internal drive, culture or beliefs. The value statement is generally used internally and not shared with anyone outside of the company.

Once the positioning, mission and value statements have been formed, the logo, colors, and imagery start to take shape. The brand can now get dressed. 😉

If you need a hand defining your brand personality we’d love to help! E-mail us at [email protected]heliumcreative.com or tag us on social media @heliumcreative.com.