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HDS Design Journal

A Design Journal


My Career is a Laughing Matter. Here's Why I'm Ok With That.

Perhaps it's a professional risk for me to say this, but I believe that humor is essential to informing design.  Humor is the soul of a story.  It brings the viewer and that which she views into a shared space.  It can vault over the walls consumers erect to shield themselves from the deluge of advertising.  Humor reaches out.

Self-importance in marketing can sometimes translate to least important to your end user.  Design and branding often take themselves way too seriously when some of the most effective ads of all time were just flat-out funny.  And memorable.

DDB's "Lemon."  Euro RSCG's "Most Interesting Man in the World."  Weiden + Kennedy's "The Man Your Man Could Smell Like."

I didn't even have to name the product being sold.  If you've seen just one of those ads just one time, you remember the brand associated with them.  And you probably laugh.

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"To Make The World Look Better"

It's so common that it has it's own law.

The second law of thermodynamics to be precise.  Everything is in a state of entropy.  Breaking down.  Falling apart.  Collapsing in on itself.

Over the course of the last several years (and the last year especially) it feels as though this second law has become the law of the land.  Old friends in the real world unfriending online.  Daggers thrown over social media to targets unknown and yet very real.  Even those at the heights of power have strained against the clarion call of truth in an age of suspicion, resolute opinion, and great uncertainty.

It's times like these that we were made for.

 

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