Gravity Defyer Logo no Joke


Business Insider is reporting that the logo for Gravity Defyer shoes isn’t a mistake, it’s really intended to look like sperm. A running joke in the design community — the logo was typically shown with a comment that someone must have gotten fired, or been angry with their boss — the logo is apparently quite earnest. From the article:

Our logo is deliberate. Our customers feel like they are getting the beginning of a new life when they try our shoes. We are not embarrassed by it.”
— Alexander Elnekaveh, CEO of Gravity Defyer

I’m not sure where this direction came from, but it’s remarkably bad. In the end, it could be quite a good idea, as the old saying goes, “any press is good press.”

Have a look at the Gravity Defyer website for more highly questionable sperm-influenced design.


Assorted Cleverness

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Floods in Bartlesville, Oklahoma complete this billboard.

I really appreciate the kind of thought that goes into creating an experience like this. A great use of surprise and delight.

This is K-Mart’s error page for gamers. If you don’t “get” this instruction, don’t worry. You just have to know that it fits perfectly with their audience. Inside jokes like this work really well to create a sense of community.

Click to view full-size.

The ad on the left was placed in Cosmo, and the ad on the right was placed in assorted men’s magazines (eg: Maxim). The men’s explains that the women’s ad is creating a subliminally positive image of men that drink Molson Canadian. If they only ran the men’s ad, would it have made any difference?


Creativity Takes Time

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While I absolutely agree with the point this video makes, I’m posting it here because of the clever, and fun way that the agency makes the argument to have a little more time.


This is Erika, My Girlfriend

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Well, she’s not my girlfriend. This video is a great idea executed simply. I won’t spoil the video with too much analysis, but this is the kind of creative thinking to which we all aspire.

Hat tip, Ads of the World.


Why We Crave Creativity but Reject Creative Ideas


As someone who makes a living out of pitching creative ideas, I read this article on the paradox of creative ideas with keen interest. People fear creative ideas. A good, creative idea is unsettling, and feels risky, even though it may not be at all. This dislike of creative ideas is so consistent, that I got really good at predicting which concept out of two or three a client would like best during a pitch. It’s always the least creative one. And every time the “safe” idea lost out to the better, more creative concept, it was a letdown.

This article on Science Daily is a great read that gets into why this happens. The real meat of the article is the summary of the studies’ findings:

Creative ideas are by definition novel, and novelty can trigger feelings of uncertainty that make most people uncomfortable.

People dismiss creative ideas in favor of ideas that are purely practical — tried and true.

Objective evidence shoring up the validity of a creative proposal does not motivate people to accept it.

Anti-creativity bias is so subtle that people are unaware of it, which can interfere with their ability to recognize a creative idea.

Clever creatives, however, can always reframe their daring concepts as the safe choice. Seth Godin has been preaching since at least 2002 that Safe is Risky.


Muscle Matters

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Muscle Matters is one of Edmonton’s top massage therapy clinics. I had the privilege of working with this clinic from its inception to create a rich, polished brand that is expressed in all aspects of the client experience. The distinct aesthetic and tone eschew the clichés found in competitors’ marketing. Clean, bright, and well-put-together is the Muscle Matters experience.


Mayfair Shoes

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I worked with Mayfair Shoes to redevelop its brand, taking the company from Edmonton’s premier provider of women’s odd-width shoes to a fashionable and trendy retailer. Starting with the updated logo lockup, I helped the company create a fashion-forward aesthetic, develop creative concepts with rich personality, and design a new website to properly reflect the upgraded brand.


Landale Signs

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Landale Signs was in the middle of a rebranding effort. Its internal art department had been developing a new logo for months, but lacked the experience to carry the project forward into all of the brand touchpoints. I worked closely with the Landale Signs’ team to develop an identity system and all of the necessary collateral.


Halia Jewelry

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Halia Jewelry came to me with a challenge: The company was rolling out a new beaded jewelry system and needed a full set of collateral to take to its vendors. The problem was that the jeweler needed this collateral in less than two weeks.

The company had a logo designed internally, which was already placed on all of the product in manufacturing. I built on this logo to create a dynamic identity system that mirrored the bright colours and interchangeability of the product. I also developed a tagline, “Make it your own,” and placed it in a wide variety of collateral.

And I did it in less than two weeks.



Company’s Coming

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Company’s Coming is Canada’s most popular publisher of cookbooks. After more than twenty-five years in the business, the company was experiencing challenges staying on top of the market. With an expanded product line that now featured not only cookbooks but also books on crafting and home organization, the publisher was in danger of losing its focus. Additionally, the market for cookbooks had become far more competitive, with celebrity chefs gracing the covers of glossy books that looked more at home on a coffee table than on a kitchen bookshelf.

I was brought in to help the publisher assess its situation and run a branding exercise with its art and marketing department. I started with an extensive research phase, conducting interviews with stakeholders at all levels. From the key findings, we developed a strategy to help Company’s Coming reach new customers without alienating its existing fan base.

The result is “Make it,” a campaign that encompasses the publisher’s broad offerings. (Company’s Coming allows its customers to make breakfast, lunch, dinner, a knitted scarf, a special evening, etc.) An updated visual vocabulary was also provided, creating a more contemporary aesthetic for the company’s existing display systems.