Larry D. Lauer

An innovative “look” begins with an inspired vision that is anchored in actual institutional strengths, connected to current market needs and trends, and consistently articulated by all levels of leadership.  That accomplished, imaginative writing style and design play essential supportive roles.

Writing these days must be crisp, concise and adapted to the characteristics of each new technology.  Recent research, commissioned by an association I work with, revealed that even university presidents rarely read lengthy position papers and monographs.  The reality of the way busy people spend time, and the requirements of new media, suggest that crisp bites of information are preferred, and in most cases they are more effective. Thus, writing style must fit the medium, as well as the media behaviors, of each audience.

An impression of innovation is also better achieved when the writer and designer are able to work together. When a designer can hear and see the message develop before they ever go to work, the design is always much more effective. All too often the artist begins with minimal instruction, and then works in a vacuum with disappointing results.  The design may be award-winning, but communication effectiveness is not.

To be effective, the entire process must be guided by a set of minimal standards that guarantee carrying forward the general design “look” of the organization (brand identity), and the design look of  the appropriate program or division (sub-brand identity). Then, talented commercial artists are able to reinforce the brand and sub-brand, while at the same time support the purpose and content of the communication. 

Make no mistake, however, achieving this will require the proper interactive  process between writer and designer. Even those using outside free-lance writers and designers can achieve this result if branding standards and work procedures are defined first. Then, those hired outside can be required to sign on as if they were working inside. 

Organizations large and small are able to achieve an innovative “look” when they have articulate visionary leadership, clear brand standards, and use interactive creative processes.