Creativity without focus is like rebellion without a cause. We made that up, too, but it makes a point. Great creative is meaningless and expensive if it doesn’t do it’s job. The role of creative, within the context of advertising and marketing, is single focused; To enhance brand equity. The best companies in the world know how to capitalize on their brand at every turn. They know the importance of integrating visual identities, symbols and colors with the right copy and messaging, to support the overall brand platform. A photograph does not live alone ~ nor does a logo, a tag line, or a copy block. They live together as a family, each adding value to their heritage.
Truly effective creative means that every single element supports the brand. Stray Dogs understands this. We take this same holistic approach to every creative product we accept. If it is a national campaign, or a catalog for a local retailer, we begin our work from the top down.
We look at each project from a global brand perspective and develop our creative to maintain, enhance, and evolve the brand. The most expensive creative fees are worthless without this approach ~ and the simplest ideas are worth their weight in gold, if they truly support the brand.
Our creative team is inspired, to say the least. We have built our team based on a strict criteria. 1) The ideas they have in their heads need to blow us away. 2) Their work must prove that they can convert a creative idea into something we can see, read, or experience. 3) They must understand the meaning of a “deadline” and know how to meet one. 4) Their art is absolutely their life and never simply a vocation. 5) They embrace alternative concepts, ideas, and approaches to their creative process, their work environment, and the way they live their lives ~ which, by the way, in “our world” is the definition of a Dog.