KMK Team

Our full-service advertising and communications firm employs an extremely talented and passionate team of industry experts.

Typecasting Creatives

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What’s Your Creative Type?While working in the creative industry, you will inevitably encounter all kinds of creative personality types. When given a task, creatives have their own way of approaching it, executing ideas and problem solving. Their own style. It’s often said that creatives “think different” as Apple coined the phrase in 1998, during its campaign, urging its audience to do just that. But what does that mean? Adobe’s Create magazine, devoted to graphic design and communication design, developed a quiz to help shed light on those “creative” personality types.Adobe explains it this way: “The Creative Types test is an exploration of the many faces of the creative personality. Based in psychology research, the test assesses your basic habits and tendencies—how you think, how you act, how you see the world—to help you better understand who you are as a creative...” Its goal is to help you better understand yourself and how you work best with others.

Adobe explains that these personality types aren’t black and white labels and many people may have more than one core type or the type can change during the creative career. After reading that, my curiosity was peaked! What would this test say about me? What would it say about my teammates? Only one way to find out! I challenged my KMK teammates to take it, and when I took it, the results were spot-on!While no one fits perfectly into any one characterization, it does help you discover the overriding slant of your creative being! The test also suggests the other creative types best suited for personal collaboration and learning.ADOBE CREATE’S CREATIVE PERSONALITY TYPES:The Artist: Seeing beauty, creating beauty.The Thinker: Deep thoughts, big questions.The Adventurer: So much inspiration, so little time.The Maker: Committed to your craft.The Producer: Process is power.The Dreamer: The power of imagination unleashed.The Innovator: Move, shake, disrupt, repeat.The Visionary: Imagining the impossible.

The Results?Our KMK team is diversified among thinkers, makers, producers, dreamers and visionaries. It’s a good mix of innate creative traits and external problem-solving skills to drive our ideas while balancing it with results for our clients.Want to discover what creative type you are? Check it out: https://mycreativetype.com/

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How Strong Is Your Brand?

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As a designer, part of my job is to keep up on the latest trends in design. The industry is always evolving, and trends come and go, but that doesn’t’ mean you need to compromise your existing branding to start from scratch. Recently, some of the largest brands recognizable to the common eye have taken a new approach, starting with their logos. Brands including Starbucks, Nike, MasterCard, Shell, Apple and McDonald’s have removed wording from their logos over the past few years. Did you even notice? I would bet a Venti Caramel Macchiato you didn’t! That’s how strong their branding is. We recognize them without the words under their strongly crafted corporate identity.

McDonald’s has now taken this approach a step further. Yes, it’s possible! How about an advertisement without a crisp image of the product? You heard me right. They’re breaking a Cardinal Rule of good design – always use a “good” image, right? After all, you want your product to shine! That begs the question, what makes a “good” image? McDonald’s is proving beyond a doubt that some rules were meant to be bent, if not completely broken. In the traditional sense of the word, their latest campaign launched in Puerto Rico, only uses very blurry images of their products. Blurry? Yes, blurry, and it works!! These impressionistic images they use stand apart from the pack by dialing down the intensity of the message and focusing only on the product. We instantly see a large fry, Big Mac, and a very recognizable Happy Meal box. Hungry yet?

Titled 'Say No More,’ this campaign knows that the Golden Arches' red and yellow color scheme and its products speak for themselves. It relies on just a vague approximation of its food to wet people's appetites, and really, what more do you need? Depending on your viewpoint, this is either a testament to the success of the brand, or a worrying comment on consumer habits. Or a bit of both.

    

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Does your Agency Stand Up to the Test?

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As KMK Media Group approaches 20 years in business, there are some things that have made it stand the test of time. It’s a combined skill set among our team that centers around some core “rules of thumb” when developing work for our clients.

Whether it’s an ad campaign, new website, press release or social media calendar, clients pay KMK to produce results and those results happen when we keep a few simple rules in mind.

K.I.S.SWe can kiss good copy goodbye if we forget to “keep it simple, stupid.”  TOO WORDY gets you every time.  Write copy…let it sit…re-read it and take out every non-essential word. Stick to what’s important and try to communicate with visual elements rather than words.Poor ReadabilityAs a designer, typography can be pretty complex.  A good standard is to use 50-60 characters or less per line…online or offline. Anything more than that and your eye wanders, diluting your message.Too Many FontsLimit yourself to 2-3 fonts MAX. If you need to change it up, try different weights of a font rather than switching font styles so your design remains legible and looks cohesive.White Space is Your Friend It may be an imaginary friend, but it makes your end product look so much more attractive, helping focus the eye on the main message.Get a High Resolution Image If you’re going to use a photo or logo in a printed piece, make sure you use a high-resolution version. Don’t have one?  Ask your designer to create one.  It’ll be well worth the relatively minor investment in having a crisp, clean outcome rather than fuzzy results.

Every creative piece your agency (or in-house designer) produces should stand up to these general guidelines.  If they don’t, it’s most likely having a negative effect on your R.O.I.

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KMK Media Group is a full-service communications firm focused on helping businesses succeed through consistent creative, message and tone.

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Rockford, Illinois 61103
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