Luxgraphicus Design Agency

Visual form for a marketing strategy – BNI 60 seconds

This week’s Business Network International 60 second infomercial follows;

Good morning all…
Brian Miller, for Luxgraphicus, Design Agency

visual form to marketing strategy

give your strategy a visual form!

This week we’re working with a new client who has done everything right.

They are entering a new market and done their market research well. They have come to Luxgraphicus through one of our favourite marketing partners and so they have all the good oil on who their audience is, how they want to approach this audience and what tactics to use.

Their marketing consultant has provided a creative brief as well as copy for their adverts. Now it’s our job to put a visual form to the strategy, and prepare the artwork for press.

So, a good referral for us this week would be a business which has a marketing strategy and is prepared to take the steps needed to implement it well.

“Luxgraphicus”, this week it’s Latin for “implementing your marketing strategy”.



Hot pink, fabulous! and BNI

hot pink and fabulous!

This week’s 60 second infomercial follows;

Good morning all…
Brian Miller, for Luxgraphicus, Design Agency

This week we’re working with an ongoing client who’s business identity I previously described in a 60 second infomercial some time ago as

– “hot pink and fabulous!”

Well, we are now extending this fabulous identity across some more marketing material, as the business expands.

Presentation folders, display banners and a new website will all become hot pink and fabulous, taking this growing business to the next level.

So, a good referral for us would be a business which doesn’t want to be a part of a grey, middle aged market.

“Luxgraphicus”, this week it’s Latin for “absolutely fabulous!”.


Fergus the referral and BNI

Fergus "the referral"

Good morning all…
Brian Miller, Creative Director for Luxgraphicus, Design Agency

This week I thought that rather than TELL you how to look out for a referral, I’d SHOW you what they look like.

Meet “Fergus” the referral.

Fergus is your run of the mill, business owner. With little style he tends to blend in with the crowd, in short, he lacks identity. (not to mention a body!)

So, when he comes to Luxgraphicus we give him some style, (pierre cardin, of course)

We dress him up a bit, and give him an identity to be proud of, one which will get him noticed by his customers and envied by his competitors. (those faceless heads in the crowd)

So now, when you see a business owner like Fergus, do them a favour, point them in our direction.

“Luxgraphicus”, this week it’s Latin for “don’t be just another head in the crowd”.


Is it marketing, or advertising, or branding, or design?

Brian Miller – Creative Director, Luxgraphicus Design Agency

Recently in discussions with business colleagues and clients, an issue of semantics and definition has arisen.

Those involved may not have realised they were entering into such murky waters. The concepts may well be crystal clear in their own minds, but the fact that all were obviously thinking of similar things and calling them different names, or thinking of different things and calling them the same name, raises the issue of definition.

Most business people know the value and importance of marketing. There will, however, be heated discussions as to the value of advertising and branding. And thrown in amongst it all will be talk of design.

When I talk of branding, I’m usually referring to the visual form of the branding; I’m a graphic designer so that’s what I know. But I’m not talking about branding as a strategy or component of a broader strategy.

In marketing terms there are normally three avenues of approach. Advertising, Referrals and Public Relations. Each has it’s own sub categories and associated tactics. A branding strategy will generally sit above all three and create the character and feeling for the different approaches.

So where does design fit in?

Lets start with what it isn’t. It isn’t another sub-category of marketing. It isn’t a sub-category of advertising. It isn’t even a sub-category of branding.

Design is the component that gives a physical form to all the ideas.

All the ideas that are marketing, advertising, public relations, and branding. Design even gives form to referral marketing, where it is required to be more than just spoken words.

Wherever a marketing strategy is meeting with its final audience, design has to give it a form. That may be a press ad, poster or direct mail piece in an advertising campaign. It may be logos and iconic imagery in a branding campaign. It may be this identity applied to written materials or trade show appearances in PR activities. Marketing support from printed collateral or websites need a physical, or electronic form to be available to their audience. All these are created by the designer.

Chronologically, design fits in after the marketing ideas and strategy have been formulated and prescribed. Your designer may help and advise on these matters sometimes, adding subtleties and refinement to the strategy, but their role is not the creation of the ideas initially. This is the role of the business owner and their marketing experts, whether in house or outsourced consultants.

Design is a separate and essential component of the overall business strategy. Not done instead of advertising or branding, and not excluded because referrals or PR have taken its place. Design is crucial for all, or any, of these components to work effectively.

Clearly, design needs these ideas in order to give them a form, and would just be pretty pictures without them. But without design, these ideas will remain just that. Wonderful ideas in the minds of their creators, with no audience to benefit from them, or to ultimately buy from your business.

What to give some form to your great marketing ideas?

Think design.