Restating 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 as advertising, brochures, multi-media 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 include:

· What is the vision of the company's founders?

· How would you describe the value of the company from a customer's perspective?

· How would the competition describe your company?

· What are the compelling events driving customer purchases?

· 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.

About Graphique, Inc.

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.

Envisage - 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 penetration.

Public Relations & Media

Upon completion of the Envisage process, we provide a well-defined marketing and PR 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 company.

Print 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.

Web Site Development

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 competitive environment.

CD-ROM Authoring

Graphique's "Media 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, multi-media 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.

Trade 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 message.

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.

Sales Training

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.

Crafting 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 and growth.