Big Picture Studio

07/02/2025

"A brand is not a logo." We all know that by now, right?

Still, a logo (or "visual brand mark") is an important part of a brand because it is the most visible and instantly recognizable forward-facing aspect.

It's also important to recognize that brands evolve.

Just like we all grow, mature and adapt to our environment, it's important that brands do this, too.

Recently, Andy at Heritage Telecom dropped a quick project to develop an adaptation of their logo to be implemented on their softphone system, essentially skinning the existing "Connect UC" app with their own look and feel.

The result is here.

We decided to create the name "Heritage Connect" as the blending of the two brand names and meld the looks together.

The icon became simpler and incorporated the wireless symbol.

The font took on the characteristics of the Connect UC typeface, with some cool customizations and adjustments within the typography to make it uniquely theirs.

We all liked it so much that the entire Heritage Telecom brand will likely adapt to this new fresher look over time.

We thought you'd like to check it out.

(As you do, you should consider using Heritage Telecom for your own company's services. Their brand new 2025 phone service offering is cloud-hosted, SMS enabled, life-of-business integrateable and connects you with a friendly and approachable staff! Highly recommended!)

23/01/2025

Zoom out. Think bigger.
www.BigPictureBrand.ing

21/01/2025

Don't panic. Pass. The. Ball.

We've been doing the kid soccer thing for a few years now.

Our son's team is getting better, learning to play as a team.

But way too often, they miss the fundamentals of PASSING.

Instead, when the opposing team rushes in and there's a mass of little cleats and shin guards fighting for the ball, their instinct is to panic, haul off, and kick it WAY down the field.

Just get it OUT OF HERE.

That's what it feels like when companies blindly throw money at problems.

"We're not getting any sales!"
"Nobody's coming to our website!"
"Quick! Do another social media campaign! Boost! Boost!"

Don't panic.

The game is about CONTROL.

And sometimes, your best move is to simply pass the ball to a close-by player who's freed up and can pick up the slack when you're overwhelmed.

This can look like a lot of things – financial input, business strategy, leadership development, or an aligned brand identity that flows down into nearly every area of your organization.

There are experts out there who are freed up and would love to provide the assist. These are wise investments demonstrating control of the game.

Pass. The. Ball.
It's the best way to score.

16/01/2025

This is what scares people away, isn't it?

As often as I can, I try to imagine my job as a brand strategist from your side.

What happens in the mind of a business owner when the thought of a "rebrand" wafts across their brain, even for a second.

I wonder if they think, "This could be good for us..."
..and then ...

Then the Jaguar rebrand hits the wires, and they envision getting wrapped up with a bunch of hotshots who want to completely flip their company on its head and talk them into an unnecessary direction they would never select (one that might actually wind up damaging their reputation more than helping it.)

Or, THEN the news of Walmart's "rebrand" pops up. The one that dials the color one-half notch bluer and the font and brand mark one tick bolder – with a bunch of esoteric rationale – and they call it a day.

And I wonder if that business owner quickly retreats into the safety of their current brand, thinking "Maybe it's not so bad here, after all."

Seeing it from your side – it literally has to be the worst.

Trying to make decisions about your brand, but to find the right partner who's going to go off the deep end, or sell you a bill of goods.

One that's going to approach your project with balance, reason, intelligence and thoughtfulness (and WITHOUT an agenda of their own).

Don't get me wrong.

Branding is risky. Brand strategy is about being bold and carving out a strong, unique position for yourself to be anchored solidly in the market, to become the ONLY choice for your customers.

Sometimes that involves pushing a few boundaries.

But aligning with a partner who gets THAT . . . AND gets YOU.
That's an unenviable task.

If we can be a sounding board, provide guidance, OR even prove trustworthy enough to work with your next brand alignment project, we'd love to chat.

https://www.bigpicturebrand.ing/the-worst

07/10/2024

Genuinely curious: When I say "Brand," what do you think of? What does it mean?

18/04/2024

LAUNCHED this week. Enjoyed working on this one with Jeremy and the leadership at Siegel Distributing. I love how it turned out. As one of BG's largest distributors, they needed a strong look that connected them with the parent company. A strong first step in a fresh brand re-emergence.

As one of BG Products' largest distributors, Siegel Distributing meets all of your Customer Pay Maintenance needs, all with a personal, next-door experience. We offer BG Product's full line of high-quality automotive additives, cleaners, specialty lubricants and professional tools and equipment used...

11/01/2024

In early November, I got call from Lisa at CCSI in Indiana to test the feasibility of producing a full tradeshow setup for a Legislative Breakfast in January. This event was a collaboration of several other organizations, making it even more complex to consolidate the concept and content.

Together, we did just that. From start-to-finish, concept to delivery, all displays as well as a printed invitation and 16-page discussion guide booklet were produced and delivered before Christmas, giving them group ample time to practice setup and plan well for this high-profile event. This was an ultra-short runway made possible by a tight partnership with some incredible and dedicated experts.

It was a delight to work with Conservation Cropping Systems Initiative and Indiana Association of Soil and Water Conservation Districts, and seeing these real-life pictures of what we envisioned just two months ago is so rewarding and fun!

13/11/2023

A new short video for Cedar Meadow Farm. What does Better mean to you?

13/11/2023

New shirt alert!
Especially for

This Gender-Neutral Adult T-shirts item is sold by BigPictureDesign. Ships from United States. Listed on Nov 10, 2023

16/10/2023

"I need a new website," they say.

Invariably, as we start the process and dig into discovery, a glaring gap emerges.

Not only is content lacking, but HOW their organization is presented is mis-aligned.

Their message, their positioning, their basic presentation isn't set up to effectively connect with their key audience.

Traditionally, I've simply jumped in and intuitively wrestled that down, instinctively, within the workflow of the design process.

Can you merge 'brand alignment' and 'web design?' Sure.

Is it effective? Can be.

Is it optimal? No.

Best-case: We take a step back. Zoom out. See the Big Picture.

Realize that a brand alignment exercise would radically help - not only with a current design project, but could likely even filter down into the whole culture, thought process and operations.

It COULD even have a positive impact on productivity, outlook, vision and missional creativity.

Oh, not to mention all the communication materials that naturally emerge from it as a result.

Including your website.

Starting from the HEADWATERS of your brand is always the right decision.