The Tagline: An Appreciation

Feb 26, 2015 Posted by Craig Joseph in Marketing

One of the biggest changes in my marketing career, since arriving at Cassel Bear, is how frequently I’m called upon to write taglines for clients: for their businesses, for events, capital campaigns, and more. While I like to think I’m an endless fount of creative and pithy marketing slogans, confident in my ability to wield... Read more »


Graphic Design: An Appreciation

Feb 19, 2015 Posted by Jessica Kirkwood in The Watercooler

Graphic design has been around for centuries. The Romans used symbolic way-finding signage to communicate with people who spoke different languages. The Egyptians left historic tributes through hieroglyphics and illustrations. One might say that design is engrained in culture almost as much as music and art. But if you ask someone what graphic design is,... Read more »


Party Like a Designer

Feb 04, 2015 Posted by June Kucalaba in Project Highlights

Giving designers a project with few restrictions is like throwing a piñata party for them. Tons of excitement is wrapped up in the endless possibilities of what the final piece could be. This past fall, the design team at Cassel Bear was asked to take a swing at creating an item that could be given... Read more »


How does a company decide to rebrand?

Jan 28, 2015 Posted by Karl Bear in Marketing

This week I was asked, “Should a company redesign its brand and marketing materials just to do it?” This is a great question and the answer is, “no.” When rebranding, or designing a new logo, brochure, catalogue or website, there should always be a compelling reason—a “why”—that drives the project. Rebranding and designing new materials... Read more »


Towards Ethical Marketing

Jan 21, 2015 Posted by Craig Joseph in Marketing

“Propaganda is a truly terrible weapon in the hands of an expert.”  (Adolf Hitler) This past weekend, I paid a visit to the Maltz Museum of Jewish Heritage in Beachwood, Ohio, where I spent hours in the visiting exhibit, State of Deception: The Power of Nazi Propaganda. Created by the United States Holocaust Memorial Museum,... Read more »


8 Warning Signs that You Need a Graphic Designer

Jan 14, 2015 Posted by Jessica Kirkwood in The Watercooler

Don’t be ashamed. We’ve all been there before—the only person in the room who didn’t know the words to “Piano Man” or the person who sat backstage telling everyone, “Good luck,” instead of “Break a leg!” At some point we all need a little guidance. Below is a non-exhaustive list of signs that you are... Read more »


Putting Stock in Your Paper Choice

Dec 17, 2014 Posted by Megan Bush in Project Highlights

Paper stock is to design as bread is to a sandwich. The wrong bread can completely ruin your meal. You wouldn’t spend $7/pound on roasted peppered turkey from the deli only to put it on the cheap loaf of enriched white bread, would you? (If so, you shouldn’t!) The same is true of your brochure,... Read more »


A Marketing Rubric Gives You Reasons in the Season

Dec 12, 2014 Posted by Karl Bear in Marketing

Do you find yourself trying to wade through every “must-have” advertising opportunity that comes along? Does your methodology for how to spend advertising dollars toward marketing opportunities ebb and flow based on the time of day or the weather? Likely, there are a few more concrete guidelines than those, but often it is difficult to... Read more »


Content Notes from the Grammar Police

Dec 08, 2014 Posted by Craig Joseph in Marketing

At Cassel Bear, we’re fans of great marketing copy. Nothing gets us more excited than watching a business or organization begin to articulate a unique brand identity or story through content that is well-crafted, distinctively voiced, and engaging. Too often, though, what is said gets lost in how it’s said. Grammar gaffes and spelling mistakes... Read more »


Where Tradition Meets Innovation

Nov 25, 2014 Posted by Jessica Kirkwood in Project Highlights

For the past four years, Cassel Bear has partnered with the Hardwood Furniture Guild (HFG) to brand the Ohio Hardwood Furniture Market—a tradeshow where Ohio-based hardwood furniture builders meet with buyers from around the country. This year, the HFG board and the Cassel Bear creative team developed a thematic hook that would help encourage new... Read more »