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Featured Projects

Branding

Branding Branding Branding

In | By aaron

Over the past several years, I’ve split my time between overseeing client work and entrepreneurial pursuits. This was one of my most memorable client projects, in terms of creative fulfillment and the uproar it generated. My team and I developed the concept and execution of an interactive web-based teaser campaign for Aptera Motors, a next-gen hybrid vehicle company. The site drew the attention of Wired, Buzzfeed, and Yahoo, among others, and sent a jolt across the worldwide automotive community. We went on to produce three more iterations of the company’s official web presence, which generated a worldwide audience for the fledgeling brand, and an unprecedented number of pre-sale reservations. Here is the teaser that started it all.

Web / e-Commerce Web / e-Commerce Web / e-Commerce Web / e-Commerce Web / e-Commerce Web / e-Commerce Web / e-Commerce Web / e-Commerce

In | By aaron

The most successful websites start with a great plan, one that is comprehensive and charts the course for everything to follow. As I’ve learned, the key to success on the web is to:

  1. Be centered around a comprehensive marketing strategy, with everyone on board
  2. Have a strong visual identity, brand positioning, and point of differentiation
  3. Build everything with SEO best practices and social network integration
  4. Engage the audience to promote the site and generate traffic
  5. Evolve rapidly to meet the needs of the market and to embrace change, whatever the future holds!
Interactive Interactive Interactive

In | By aaron

I really enjoy taking web-based technology and blending it into real-world environments. I’ve developed kiosk interfaces for museums, applications for the trading of virtual goods, and interactive environments like this prototype control panel for Chrysler and a team of Stanford engineers.

Under my direction, my staff was tasked with creating the interface for an immersive touchscreen automotive entertainment and navigation console. What we developed was an early working prototype of a concept that has now reached near-ubiquity in premium vehicles such as Teslas, and is now making its way into the dashboards of mid-range cars. The UI consisted of four interactive driver panels and one feature-rich passenger panel. The driver panels were designed to collapse and shuffle quickly and responsively using the touchscreen control. The passenger panel interchanged with the driver panels for a collaborative driving experience.

The standard interface now in use across the automotive industry is strikingly similar to the early concept we created, as seen in this video review of the 300C.

Corporate Identity Corporate Identity Corporate Identity Corporate Identity Corporate Identity Corporate Identity

In | By aaron

Logo development is one of the earliest and most essential steps in the branding phase. It is an emotional and intellectual pursuit, and is typically done under extreme time pressure when you’re in a busy client services environment. To better direct the process, and manage expectations, I created a 5-round logo approval process that has proven extremely effective over the years. The process unites the designer and client with clearly defined goals, with feedback and accountability after each round. These are a few of my favorite logos that resulted from this process.

Print

Print Print Print Print Print

In | By aaron

Print marketing is an art form, and it keeps making a resurgence. There’s something commanding about a tangible printed piece – the weight, the texture, that will keep print viable long into the wireless age. Whether it’s letterpress, die cutting, or the precision of digital, I enjoy giving business to expert printers who are artisans at their craft. I’ve worked on everything from stationery systems for startups to national (and international) custom mailers, overseeing messaging, copy, layouts, and quality control.

Motion

Motion

In | By aaron

My team and I specialized in motion graphics for several years. During this time, we produced around a hundred multimedia websites, as well as other rich internet applications. For example, here is an engaging B2B presentation that was brought to life by my team of animators from my initial pitch and direction. The purpose was to introduce a line of playful and visually distinctive greeting cards to potential distributors.

Click here to watch the video.

Process

Process Process Process Process

In | By aaron

Over the years, I’ve created my own framework and toolkit for guiding team creativity. I’ve studied creativity from a theoretical perspective, worked with innovators across many industries, and spent many years in practice. What I’ve learned is that often the simplest approaches are the most effective. Starting with something as straightforward as a carefully worded questionnaire can establish shared goals, and provide a foundation for the entire collaborative process. But if you want something a little more cerebral, check out my road map for the innovation process.

Philosophy

In | By aaron

I’ve spent time building my own approach to creativity and the innovation process. My basic philosophy is that all stakeholders should be involved in the planning phase, and then the core team should be allowed to take over, with accountability. My book on consumer products and the innovation process is available on Amazon.com. It makes a great anniversary present. Here’s a brief description:

In consumer product development, many leading companies seem to have an innate understanding of how to innovate from within, and therefore keep the innovation efforts inside their walls. Other companies succeed by involving outsiders – in the form of innovation-for-hire specialty firms. Why is this, and is it possible that companies relying on outsiders can create the conditions necessary for internal innovation? Is it even worth the effort? This book explores the popular methods for achieving product innovation by examining the leading literature on the subject, as well as providing insight from some of the top innovators working today. The author also presents his own challenging notions about why internal innovation persists, and when innovation is better left to outside specialists. The implications help to widen our understanding of how innovation works, how to foster creativity, and how to successfully bring a product to market. This book is a must-read for management, marketing professionals, and anyone who has ever wondered why some teams create exceptional products and others miss the mark.