Kasman Squillante

Beautiful Branding

mat — Thu, 01 Jul 2010 20:32:02 +0000

We recently found Mike Page’s Style Lab, a San
Francisco hair salon that clearly understands
the value of good branding. The predominately
white interior captures urban cool, cleanliness
and professionalism while exuding a confident
sense that you’ll enjoy an exceptional experience.

Like any good branding effort, the little things
aren’t overlooked. There’s a cubby of perfectly

arranged products, a small fridge with chilled
beverages and individualized but branded
business cards for each stylist.

Success in business is never assured but good
branding is one way to give yourself an edge
over the competition. Hats off to Mike and
his team!

KS and the SF/SPCA partner

mat — Thu, 13 May 2010 00:53:14 +0000

Kasman Squillante will be redesigning the
SF/SPCA’s “Our Animals” quarterly magazine.
We’re excited to be partnering with such a

devoted group of people working for the
benefit of animals. You can visit the SF/SPCA
online at www.sfspca.org

Who Am I?

mat — Thu, 13 May 2010 00:26:24 +0000

This is a question a lot of companies; big, small,
everyday and luxury fail to ask themselves. The
above sign, found on the streets of San Francisco,
is a good local example of this problem. A global
example is Porsche, previously an icon of sports

cars. However, with it’s two most recent models,
the Panamera sedan and the Cayenne SUV, Porsche
is doing a good job of confusing people and more
importantly, diluting the strength of their brand.

Meteor

mat — Fri, 07 May 2010 19:11:18 +0000

KSN partners was born and then almost as fleetingly,
it was gone. Our third partner, Adrian Nunn, has
moved on to find new challenges and we are once
again, KS. We wish him and his family well as he

seeks his path here in California, a state which has
always been about new prospects and the promise
of the future. Good luck Adrian.

KS partners with Cord Blood Registry

mat — Fri, 26 Mar 2010 01:45:30 +0000

We’ve begun working with a new client, Cord Blood
Registry. They’re great people doing really important,
life-saving work. You can check out the new site we’re

redesigning for one of their sub-companies by the
end of March. www.newbornpossibilities.com

What does good design do?

mat — Fri, 19 Feb 2010 22:12:39 +0000

What does good design do? What positive effect
will it have on my business? These are questions
we often hear from clients who are nervous about
investing in design. Despite its dominant role
in successful businesses, design is often an
overlooked component in most business schools,
leaving the majority of business professionals
unprepared to confidently partner with a
design firm.

A common misconception is that design begins
and ends with aesthetics. It makes you look good
but it doesn’t achieve much else. This notion can
be both correct and incorrect, but it is based entirely
on the quality of the design team enlisted, not on
the overall effectiveness of design as a tool. Long,
labored messaging, confused structure and a lack
of consistency are characteristic of poorly conceived
and executed design solutions. The tangible result,
whether print or web, is that the solution has a
diluted message, is difficult to use and overall
frustrating. In short, it ultimately fails to deliver
a return on investment.

Aesthetics are a byproduct of good design, not
the goal. Strong design solutions are characterized
by clarity, succinct messaging and a seemingly
effortless ability to communicate. In essence, they
are easy to use, read and understand. Good design
should also deliver a strategic solution, one that
works as both a single entity and as a cohesive
unit within a much larger puzzle. This becomes
your brand. Good design answers the client’s
immediate problem but it is also structured with

an understanding of future needs. This helps
ensure the wheel is not regularly reinvented
but rather, that it continues to turn smoothly.

The role that design plays in business as an
indispensable element to success is keenly
understood by market leaders, such as Nike
and Apple. Take a look at their messaging;
it’s immediate: Just Do It and Think Different.
Visit their website or pickup some of their
collateral; it’s clean, simple, easy to use and
engaging enough to keep you focused on
what they’re telling you.

Both companies use imagery that conjures
up emotion and immediate brand recognition;
Nike with its portraits of iconic athletes and
Apple with its signature white silhouetted
figures. The result is that people like these
brands, identify with them, and ultimately,
buy their products. This success is not an
accident or dumb luck; it is directly attributable
to decision makers who understand the
power of good design and communication.

Fortunately, with the right design partners, any
business person can harness the same type of
intelligent, purposeful design into a powerful
revenue generating and brand building engine.
Some of the results are tangible and immediate
while others are not but all will positively
impact your business.

Billboards

mat — Wed, 17 Feb 2010 21:00:50 +0000

The majority of billboards suffer two flaws; type which
is far too small to read at a distance and a complex
concept inappropriate for the medium. As a result,
the message, product and brand are relegated to
second place, behind the ad agency’s concept.

In contrast, this billboard is a success because it
avoids the complexity quagmire with one, simple
image and large, easy to read type. The resulting
message; Geoffrey Beene makes high quality
clothes, is clear and immediate.

Immediate and Positive Messaging

mat — Tue, 16 Feb 2010 22:07:57 +0000

Your Message Should be Immediate
These overly flourished letters have lost their
legibility. With the typical attention span measured
in seconds, making your audience struggle to
figure out who you are and what you offer is a
common pitfall.

Your Message Should be Positive
Trying but failing to be edgy and cool is a
common mistake. This attempt communicates
a vague and scary message. Execution’s more
colloquial and negative connotation suggests
there’s probably a better word choice.