Innovation happens when you consider your end user

The Kellogg Holiday Card I designed in December was featured this week in the Fold Factory's Fold of the Week. Fold Factory was really excited about the Tulipfold/Gatefold Hybrid. I'm really grateful for this recognition, but the fact is, I was simply trying to make a cool fold that wasn't super bulky and would arrive flat in the mail. With the end user in mind, I simply took the Tulipfold and stopped about 3/4 of the way there, opting to not do the final fold so that the piece would fit into a square envelope and not be too thick. In thinking of the end user, I ended up 'innovating' without really knowing it. For me, this is proof enough that when you think of your audience, your end user, you have more chance of creating something new, instead of just creating new for new's sake and hoping people use it. Thanks to Trish Witkowski and the Fold Factory for featuring the piece. I had a lot of fun making it. 

Why not stock?

A few weeks ago a hilarious spoof on marketing brand videos went viral around our office. It made us all laugh even harder when we recognized some of the footage in the mock video. Yep, we had just used it in our very own brand video. Well, that's marketing. Ya gotta do what ya gotta do.

When the bosses asked us (on December 23rd) to produce a brand video in a short couple of weeks with a pretty stinkin' small budget, being the capable creatives that we are, we didn't let it get us down. The lack of funds, the lack of a brief, the lack of available subjects, the holidays (or lack thereof) got us to do what any good creative would do: turn to stock footage. 

And ya know what? I don't think it turned out half bad. I even tried to get them to buy last minute superbowl ad space. I'll bet had it been narrated by Sigourney Weaver like we originally planned, we might have sold them.

 

Doing it Differently

Instead of welcoming the new admits this year to Kellogg with the traditional welcome video, we took a more creative approach with this animated graphic piece. Written and created by the Kellogg team and produced by our new friends at Leviathan, this video shows why Kellogg is truly different. The brand piece is following by student testimonials, shot by Jeff Sciortino and edited by Steve Delhoyde. Love it!