Category: Creative

Gliding along for the cultural descent towards the singularity, we are witnessing brands further embracing the warmth of the ever-giving algorithm. Choosing to stand out from the crowd…by not-so boldly blending into it. Over the last few years, a new design trend has emerged. Whether it’s in pursuit of conveying a greater sense of modernity […]

When we approach a brand refresh, both our team and our clients feel a great sense of excitement. It’s an opportunity to envision what the brand is and what it could become. And it’s a way to chart a course to get there. A new chapter. With Ursuline Academy, they arrived with 175 years of […]

Each week at G/L, we get together to discuss trends in the marketing industry. They can include campaigns that we like, love, hate or think missed the mark (newsworthy or otherwise) as well as up-and-coming tools or strategies that we could possibly adopt to help us do better work. It often gets our creative juices […]

It’s hard to believe that it’s been almost three years. In 2020, the world’s history took a dramatic turn as the pandemic changed the way we lived our lives. It changed how people wanted to interact with businesses and in turn, pushed businesses to change the way they serve customers.  That also means that it’s […]

Stephen Kennedy is a good friend of ours, who we have known and worked with for over 30 years. He specializes in creating environmental portraits and corporate photo libraries all over this country. And for that matter, the world. As Stephen told me, “My camera has always been my passport.”    Nobody can capture people, […]

The world is changing in many ways. How we communicate is maybe one of the biggest changes we’ve seen. Not only the channels of communication, but also through drastic shifts in the tone and content of what we say and how we say it. In turn, copywriters have to adapt, as well. That means being […]

I’m sure you’re out there. Still uncertain if video content will benefit your company so you keep putting it off. You’ll get to it later…well, guess what? You’re losing out right now. Those that doubled down on video in 2021 are for sure seeing the benefits.  Companies that are proactively using video to keep their […]

Why video? It’s a known fact. The play button has become the most compelling digital call-to-action. In the past, video was used as a supporting element in digital marketing campaigns, but within the past five years, that notion began changing, and now video lead generation campaigns can be more powerful and effective than other marketing […]

At the advent of online video, many marketers realized that viewer engagement was difficult. So we began thinking differently than we would for a medium, like television, where the viewer had to pay attention…until DVR came along, that is.  But the thing about evolution is that, well, it keeps evolving. Now we have skippable ads, […]

Ryan Reynolds just can’t stay out of our trend discussions. Leave it to the actor-turned-ad-mogul to find a clever and timely way to create an online video for his Aviation Gin brand. Online video that truly taps into the zeitgeist can provide a lesson on what online video and content marketing should be.  Since 2020 […]