the Requirements for Compelling Graphic Design
Graphique's humble beginning
was rooted in Graphic Design. For those not
"young" enough to remember the technology
of the early 1980's, it consisted of an adjustable
drafting table, press on letters and lines,
a steady hand and a good eye for detail. Today
the Graphic designer's tools are spelled Photoshop,
Quark, and Illustrator and are rooted in the
complexity of a graphic design workstation.
Transitioning the business from creative artistry
into a world-class graphic design firm incorporating
business-to-business marketing communications
took some serious persistence and an insigh
into our clients real needs.
Graphic design by definition
spans a wide variety of integrated media such
CDs and interactive
website technologies. By developing a visual
image that transfers a comprehensive marketing
communication strategy, the graphic designer
must have a wide variety of talents. Gone are
the days when the graphic designer had only
to select the right photo or graphic with a
pleasing background. Today's competitive marketplace
requires a through understanding of marketing,
business communication and cognitive thinking.
Combined with an artistic bent, these are but
a few of the aptitudes we look for in a well
rounded graphic design specialist.
The successful graphic designer's
strategy often begins with a customer interview.
Determining the principles of the client's business
model is but the first step in a process that
will include a competitive study, determination
of the compelling events within the industry
and establishing an objective for the marketing
program. Some of the questions to be understood
prior to beginning a graphic design effort might
· What is the vision of the company's
· How would you describe the value of
the company from a customer's perspective?
· How would the competition describe
· What are the compelling events driving
· Describe your Unique Business Value?
· What is your marketing objective?
· How do you lower the risk for the client
to buy from you?
· Describe your target market?
· Describe your target audience?
· How will this piece compliment other
parts of the media strategy?
Certainly, most graphic designers do not get
beyond the obvious question of "What is
it that you are looking for". And through
this lack of perspective, most graphic designers
will miss the target as often as they hit it.
In fact, most graphic designers lack a thorough
understanding of the basic principles of business.
We are always amazed during interviews when
the process jumps from first understanding the
needs of the client to just drawing pretty pictures.
Beyond the basic premise of
understanding the customer and his business
environment, the graphic designer must have
the ability to create a message and translate
that message into words. If every picture tells
a story, then it is the job of the graphic designer
to ensure that the message is delivered in a
manner consistent with the client's vision.
In today's fast passed economy,
we are bombarded with as many as 300 messages
per hour. So how do graphic designers guarantee
that their message cuts through the clutter?
It is not always simple, but often it can be
summarized into these words, understand the
customers Unique Business Value. When the graphic
designer combines the buyer's definition of
product or service value with the unique benefit
provided by the company in the marketplace,
a statement with impact can be created.
Once the unique business value
has been developed, or created, the graphic
designer can then compliment the words with
the strength of a compelling visual image. Only
then will the message will leave a mental picture
in the mind of the prospect that will be remembered.
If it is true that a person has to see something
three times to remember it, one could challenge
that the right message was not being delivered.
An exceptional graphic design is one that is
discovered by the consumer and stored away for
future reference as a mental image.
By researching the company
and its goals, Graphique has re-defined the
graphic design process in the same way as the
graphic design workstation has replaced the
drafting table. And while we will never forget
from where we came, our goal is to work diligently
and refine the metrics that drive today's business
communication drivers and graphic design process.
Graphique is a world-class
advertising and multimedia design firm specializing
in business-to-business market strategy and
communications. Founded in 1985 as a graphic
design firm, we are dedicated to one simple
mission "The Uncompromised Attention to
Quality". In fact, our personalized service
and outstanding quality has driven our growth,
fueled exclusively by word of mouth testimonials
from our clients. We focus on creating targeted
business development initiatives that assist
our clients in penetrating new markets. By maintaining
a full range of in-house resources, Graphique
provides a wide range of business development
services, which include:
Our unique business value
is the knowledge and experience we bring to
the partnership of promoting products and services
in new markets. By incorporating Six Sigma techniques,
we assist or clients in the development of results-driven
metrics which enhance their marketing investment.
Our goal is to provide small and medium sized
companies with a scaleable range of advertising
and public relations services usually reserved
for large multi-national organizations.
The breadth of service includes
graphic design, advertising, marketing communications
and multimedia development.
- Strategic Market Planning Services
Graphique begins each client
engagement with a unique process we call Envisage.
The Envisage process highlights the driving
value that you bring to a customer, focusing
your message and prioritizing your marketing
and sales initiative needs. In addition, by
positioning your message on the right audience
and converging the effort of the sales force,
it increases your potential for successful market
Relations & Media
Upon completion of the Envisage
process, we provide a well-defined marketing
strategy roadmap, matching our clients'
stated business development goals. Through old-fashioned
hard work we help each client increase market
awareness, launch new products, establish market
leadership and create long-term value in their
Media Design and Development
Graphique began as a graphic
design firm almost two decades ago. While technology
has driven the talent from the layout board
to the computer, we have never lost our desire
to create messages, which enhance that brilliant
visual image. From logo
design and branding
packages to trade
show graphics and brochures,
our graphic designers are the best in the business.
Since 1995, Graphique Interactive
has specialized in the planning, design and
implementation of business-to-business website
technologies for a spectrum of clients ranging
from small emerging companies to established
corporations. Our step-by-step process of consultation,
definition of usability requirements, creative
content design and the development of content
prior to programming guarantee a cost effective
approach to every client's need. Every project
is tailored to help customers increase their
competitiveness, further their brand recognition
and produce measurable results in an increasingly
Viewer" approach to CD-ROMs design
has proven to be one of the most cost-effective
and powerful means of communication available.
Flexible enough to serve as a document library,
presentation or interactive portal, the
Media Viewer platform can help your business
harness the power of this dynamic medium. Our
compelling mix of images, sound, and animation
turns your message into a true interactive experience
for the audience.
Shows and Event Planning
With our 25 years at corporate
identity and product positioning, Graphique
is an expert at designing, coordinating and
providing logistical support for all corporate
events and trade
shows. From the professional look of Logo
sportswear to post- event fulfillment programs,
the professionals at Graphique develop the right
Trade show services include
booth design and layout, creation of graphics,
interactive media development and product CDs.
Corporate event planning and logistics include
site selection and planning, logo sportswear,
product launch packages, sales and recognition
awards and much more.
It has been said that the
best products and services cannot be sold unless
the messenger has the skills to deliver. Graphique
offers a wide range of sales
training programs, which combine the power
of target account penetration and 6 Sigma methodologies
into a powerful sales process. By coaching your
sales team to develop the significant sales
process metrics including "Value Proposition",
"Compelling Event", "Unique Business
Value" you can separate your sales team
from the pack and drive the bottom line growth
you are looking for.
a Vision is our Forte
From the boardroom to the
sales floor we work diligently to develop your
strategic vision for growth and the tools to
communicate your marketing message. With personalized
service and quality second to none, discover
how Graphique can help
your company reach its full potential for productivity