Anatomy of a Project: Ohio Hardwood Furniture Market Brand Refresh

Jan 29, 2016 Posted by Jesse Ewing in Branding and Identity Design

Sometimes an established brand needs to move forward with the times but doesn’t require a full-blown rebranding. In this case, it makes sense to evolve the brand, not reinvent it. Think of it as taking a periodic evaluation of your wardrobe. You’ll want to keep your timeless tried-and-true basics because they form the foundation of... Read more »


Anatomy of a Motto: The Voice

Jan 13, 2016 Posted by Craig Joseph in Anatomy of a Motto

Have you ever had an experience where you’ve spoken to someone on the phone or communicated with them via e-mail, only to meet them in person and discover that they don’t even remotely conform to the portrait you’d created of them in your mind’s eye? This can sometimes be a good thing, on a micro-level.... Read more »


The Marketing Agency of Tomorrow

Dec 03, 2015 Posted by Craig Joseph in Marketing

At Cassel Bear, we spend a lot of our time strategizing, copywriting, pushing pixels and sketching – all in the service of our clients’ marketing needs. But every  once in a while, we get a little break in our daily grind to do something a a little different and often exciting. Such was the case... Read more »


Parental Tips on Graphic Design, Part 2

Nov 12, 2015 Posted by Jessica Kirkwood in Branding and Identity Design

A year ago, when my daughter, Audrey, first arrived on the scene, I wrote about how parenting relates to graphic design. Looking back, those insights still apply, but now that she’s a toddler, I’m finding her an even-more-pertinent object lesson for the work I undertake at Cassel Bear. Time is bonding. Spending a year with someone... Read more »


So You Hired a Marketing Agency. Now What?

Nov 04, 2015 Posted by Matthew Markiewicz in Marketing

Note: This is a follow-up to Craig’s post, “So You Wanna Work with a Marketing Agency?” Congratulations, you’ve hired an agency! You’ve just entered into a special relationship, one which will propel your business into the future and and elevate your brand to new levels of success. You’ve also likely carved out a budget, paid... Read more »


Direct Mail Marketing: What’s in your mailbox?

Oct 28, 2015 Posted by Karl Bear in Marketing

I opened my mailbox today and decided to play a game with the mail we received at home. The “game” was to analyze each piece of direct mail. Item 1: Happy Birthday postcard from DHC Audience: Personalized micro-targeted Message Strategy: Exclusive message with exclusive offer Creative: 4 x 6 postcard, 4 color over 1 color... Read more »


So You Wanna Work with a Marketing Agency?

Oct 22, 2015 Posted by Craig Joseph in Marketing

Take comfort. Many companies or nonprofits have been there before. You want to do a better job marketing what you sell or what you’re about, but the tyranny of other urgent tasks keeps you from making as concerted effort as you’d like. You occasionally update your website; you’ve made cursory attempts to break into social... Read more »


The Brand-Changing Magic of Simplifying Your Design

Oct 07, 2015 Posted by Jessica Kirkwood in Branding and Identity Design

Anyone who knows me well knows that I’m a natural hoarder. I’m not so bad that I need my own television show, but I’ve always held on to things much longer than necessary. When my husband and I had our first child a year ago, we suddenly became aware that we were absolutely swimming in... Read more »


Contrast, Harmony, Personality: Pairing Fonts

Sep 30, 2015 Posted by Jesse Ewing in Branding and Identity Design

Choosing a font that works can be a tricky endeavor, even for an experienced designer. It can be a challenge to select the right font for your type palette from the huge variety available. Getting three or more fonts to coordinate and work together toward a common goal is even tougher. So to keep things... Read more »


Pieces of the (Brand Identity) Whole

Sep 23, 2015 Posted by Matthew Markiewicz in Branding and Identity Design

As you may have noticed by now, Google recently redesigned its logo. The logo itself has been critiqued, reviewed, “fixed”, praised, and admonished at great length across the design industry and mainstream news alike. The general consensus seems to be that, while the new logo lacks a certain level of refinement and polish, the overall... Read more »