Tuesday, July 06, 2004

The Scion is a box without straight lines.

Local laundry tycoon Jaime Galindo traded in his gas guzzling van for this small Scion, which of course needed letters put on. We did a bit more than just lettering it, as you can see.

Jaime asked me where I get my work. He's a pretty typical client, and I told him so. A first job could be a sign, or a newsletter, or a postcard, or a logo and identity treatment, and the relationship simply grows from there. After a while, my client and I have developed an entire brand identity for the business, one smaller project at a time.

The immediate benefit for the small businesses I work with is that we build their identity in affordable steps.

I have my eyes on a longer term benefit for my clients: each piece we work on together follows thematic rules I uncover during the first couple of jobs. By holding future designs to these rules, the branding develops "naturally." Often my clients are surprised by how "big" they look after we've worked together for a year or two. What they notice is that their clients recognize them and their product or service as they go about their business.

I might be picking up my son from school and Jaime will drive by in his Smartlaundry van, and I'll overhear, "Oh look! It's the Smartlaundry guy! Have you tried it yet? You really should, it's so great to have help with the laundry!"

When the work I do inspires someone to prospect for my client, that's a really good feeling.

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