A love of the printed page

On behalf of all designers, I'd like to make a confession:
We still love paper.

From my quarterly subscription to Issues Magazine Shop to drooling over Standards Manual's publications to my sample paper pack from Spicers Canada, I still can't get enough of it.

Press checks are no different. There is still a thrill of opening up a set of hard proofs and seeing your work jump from the screen into real life (coupled with a small panic that you are going to find an error at this late stage). 😳

Of course there are many aspects of our business lives where we can, and should, go paperless. But then again there are some that I hope will live on.

packaging design

Appreciating a Great Logo: Bold, Memorable, and Full of Personality

Have you ever stopped to truly appreciate a great logo? I mean, really just take a moment to think about what makes a logo stand out. Let’s break it down:

  1. Boldness: A good logo makes a statement! It grabs your attention and is easy to recognize, even from a distance. This is all about legibility and clarity — a logo should be immediately identifiable, whether it’s on a billboard or a business card.

  2. Unique Shape: A memorable logo often has a distinct, defined shape that hints at the brand’s identity. It becomes something you can instantly recall. When you see it, you know exactly which brand it represents. This is what makes it stick in our minds — the power of instant recognition!

  3. Personality: A logo is more than just a design; it’s a character. The color, typeface, and shape all combine to express specific personality traits. And here’s the secret: we connect more with personalities than we do with brands. A logo with personality creates an emotional connection, making the brand relatable and approachable.

So, next time you glance at a logo, take a moment to appreciate the thought and creativity that went into crafting something that is bold, memorable, and full of personality. After all, a great logo is more than just an image — it’s the essence of a brand!

Photo credit: Thumpr455 on Flickr

Getting selected to curate an online Canadian Art Site

It was about a year ago when Partial Gallery approached me with an exciting opportunity. They wanted me to curate a selection of original Canadian art for their website. As someone passionate about art and design, I was thrilled to take on this project. The idea of showcasing Canadian talent and sharing unique pieces with a broader audience was right up my alley.

When I started thinking about which pieces to select, I knew I wanted to focus on something that felt both meaningful and visually striking. After considering various themes, I decided to curate a series that leverages typography. Typography has always fascinated me because it combines visual art with language, creating a powerful way to convey messages and evoke emotions. It’s not just about letters and words; it’s about how they’re presented and the impact they have.

So, I dove into the world of Canadian art, looking for pieces where typography played a central role. I was looking for works that didn't just use text as an element but used it as the primary means of communication. It was important to find art that blended form and function, where the words themselves were beautiful and meaningful.

The process was both challenging and rewarding. I explored countless pieces, each with its own unique take on typography. Some used bold, graphic fonts that jumped off the canvas, while others employed more subtle, intricate designs that drew you in slowly. I found works that played with scale, color, and texture in fascinating ways. Each piece had its own story to tell, and the artists used typography to tell those stories in creative and compelling ways.

One of the highlights of this project was discovering the incredible talent of Canadian artists. There’s so much creativity and innovation in the Canadian art scene, and it was an honor to shine a light on some of these amazing works. From established artists to emerging talents, the variety and depth of the art I encountered were truly inspiring.

As I curated the collection, I kept the audience in mind. I wanted to select pieces that would resonate with a wide range of people, whether they were art enthusiasts or casual viewers. The goal was to create a collection that was accessible yet thought-provoking, with each piece offering something different to discover.

In the end, I put together a series of works that I believe capture the essence of what makes typography such a compelling art form. These pieces don’t just communicate through words; they create an experience that goes beyond language. They invite viewers to look closer, to appreciate the nuances of design and the power of text.

Curating this collection for Partial Gallery was a fantastic experience. It allowed me to connect with the art community, support Canadian artists, and share beautiful, meaningful works with a larger audience. If you haven’t checked it out yet, I highly recommend taking a look. Whether you’re a fan of typography or just appreciate good art, I think you’ll find something that speaks to you.

So, a year later, I look back on this project with pride and satisfaction. It was a journey of discovery and creativity, and I’m grateful for the opportunity to share these incredible pieces with the world. Here's to more art, more creativity, and more opportunities to connect through the power of design.

ICYMI: https://www.partial.gallery/collection/the-meaning-is-in-the-words-by-amanda-devries

Customer is always FIRST

You've heard it before, but it bears repeating: The customer comes first. Always. A common question in branding and marketing webinars is: "How do I market my coffee, winery, baked goods, or fresh-pressed juices?" While it's a great question, if there was one clear answer, wouldn't every brand in these categories be doing the same thing and looking the same to consumers?

Instead, flip the perspective and think about the customer first. Who is your true fan? Is it a health-conscious gym lover, a consummate party host, or a parent putting together school lunches every day? Identify your target audience and narrow it down even further. When you know who your customer is, marketing becomes much simpler. You just need to be where they are and speak directly to them.

For example, if your ideal customer is a health-conscious gym lover, consider marketing your product at gyms, health food stores, or fitness events. Your messaging should focus on health benefits, fitness goals, and ingredients that appeal to this audience. If you're targeting party hosts, show how your product can elevate their gatherings. For parents, emphasize convenience, nutrition, and kid-friendly features.

By understanding your audience's needs, preferences, and habits, you can create messages that cut through the noise. Tailor your branding to resonate with your specific customer base. This personalized approach helps you stand out in a crowded market and build a loyal following.

So, the next time you're wondering how to market your product, start by asking who your customer is. Focus on being where they are and delivering messages that speak directly to them. When you truly understand and cater to your audience, marketing becomes much easier and more effective.

Stock photo by Vecteezy

I've been selected!

I’ll admit it: I still need external validation from time to time. 🙋🏽‍♀️ So when I was asked to design the Association of Registered Graphic Designers (RGD) 2025 certification sticker, both my imposter syndrome and total elation were manifested simultaneously 😂 But srsly I’m so thrilled to have been asked and I can’t wait to focus on design of an entirely different nature. And as Meghan D'Mello, RGD pointed out to me, as designers we just 💖stickers! https://rgd.ca/articles/amanda-devries-rgd-selected-to-design-rgd-membership-sticker-for-2025

Amanda DeVries Branding Packaging Design 2024.jpg

Vision versus Mission Statements, and how to create them

When growing your business from a one-person shop to having employees, you may find yourself with the need to define and create a workplace “culture”. Some business owners take to this responsibility very seriously; others would rather just make a really good product or service and hope the rest will take care of itself.

Obviously those companies who take the time to create a positive workplace will experience less turnover and greater customer satisfaction. Creating a vision and mission for your company can be one important way to define what your business stands for and why, and also sets expectations for both potential candidates and existing employees. With known expectations, owners can expect increased job satisfaction from their staff and will draw from a pool of job candidates better suited to their culture.

What is the difference between a vision and a mission? Let's contrast the two:

A vision sets the aspirations and goals of a company, versus the mission, which defines the business objective. This means setting core goals (vision) as well as a core purpose (mission).

A vision is meant to define what the future could look like, whereas the mission sets the expectation for how things should be today.

A mission puts down the action/cause, or purpose of the business. A vision defines the intended effect of that action.

While your mission defines what your business stands for, your vision should spell out where you want your business to ultimately go.

The mission should also state what value your business adds; in contrast, your vision defines the “why” of doing what you do.

Lastly, your vision should define your company's direction, whereas your mission should set clear standards.

The examples below are excellent models of these differences between mission and vision statements:

IKEA:

Mission: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision: To create a better everyday life for the many people.

TESLA

Mission: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Vision: To accelerate the world’s transition to sustainable energy.

LINKEDIN

Mission: To connect the world’s professionals to make them more productive and successful.

Vision: To create economic opportunity for every member of the global workforce.

These sentences are deceptively simple, and likely took many iterations to get them perfect. It's worth drafting yours now, knowing that it's a living document and can be revisited as your business scales and evolves.

Amplifying Voices

Unless you've been shutting yourself in, both virtually and physically, you've probably sensed a change in the air. The murder of George Floyd sparked a widespread reaction in the States of which we are still seeing the effects. Whether people had just had enough, coupled with months of isolation, many long overdue conversations are now happening and bringing to light some very real, but sometimes hidden, inequalities.

The term “BIPOC” refers to people who are black, indigenous, or people of colour. Those who fit this description, likely have experienced racism at some point, whether blatantly or in a “mild” form. There's plenty of ways to understand this problem more now – loads of resources are out there for those who wish to educate themselves and confront the elephant in the room. This column isn't really here to comment on culture or society – but there are certainly lessons that can be carried into the business world.

There are many ways that racism and/or stereotypes could be negatively affecting your business. It could be unconscious mistreatment of customers by your service staff. It could be a website that is not accessible by people with physical disabilities. It could be a workplace culture that promotes and celebrates behaviour that is more common in one gender than another. None of these acts are done with malicious intent; rather it is a system that has been set up previously and we tend to just follow what has been laid before us, not seeing the damage or missed opportunities these acts represent.

Some companies have decided very consciously, and not without great effort, to buck the trend. Some do “blind hiring” by removing names from resumes or disguising voices during phone interviews to remove interviewer bias. Microsoft recently redesigned Xbox controls to make the movements and actions more accessible to the physically impaired population. Ultimately these seemingly “social” decisions comes with a cost, and no directly measureable ROI (return on investment).

However, it seems fairly obvious that when you have representation in your staff of your actual customers, and make your product or service more approachable, how can you not win in your space? And in a small city like ours, with an expanding population bringing in new, diverse ways of thinking, the stage is ripe for change.

Tip: Like any new challenge: if the more you learn the more it makes you uncomfortable, you are probably doing it right.

When should you re-brand?

Originally published in “This Month in Elgin August 2020”

Like most established companies, your business likely has a logo and brand personality with which your loyal clientele is very familiar and can easily recognize. Perhaps you already have a strong visual representation of your company that ties strongly with your industry and sends a message as to what service or product you provide and how.

However there are times in the life of a company when that visual identity may need either some small tweaks, or a complete overhaul. To understand when this may be the case for your business, consider the following:

1. YOU WANT TO GROW: Your company may be at an inflection point; poised to grow because you have narrowed your product or service that solves a very specific problem or fills a need. Perhaps your original branding was designed to appeal to a broad audience, but having operated for a number of years you can see that your actual market is a more targeted demographic, and your visual identity needs to speak directly to this group.

2. YOU HAVE A NEW MARKET SECTOR: If you provide a service or have a product which has been around for a while, and are comfortable with the steady growth of that business, this could mean your branding is working well for you. There is enough word-of-mouth and online reviews that you see steady increase in sales quarter after quarter. But if you plan to expand your market by offering something new, you may find yourself back at square one, patiently explaining the benefits of your solution to any new customer who will listen. While an effective tool for getting new business, it doesn't scale very well. This could be the time that you need your product to speak (or more truthfully, scream) what it does and how it does it, all on its own. This can only be done with effective branding.

3. YOU NEED TO EVOLVE: Perhaps your current visual identity doesn't fit the new way of doing business. While shying away from short-term trends, it is still highly important to strive to be relevant. Perhaps your current branding doesn't translate well to the hundreds of ways we now communicate digitally. Does it shrink down effectively to a tiny square on a smartphone? Is it memorable when viewed on a digital ad as well as a billboard?

Any rebrand project should be a thoughtful process, including a review of where the company's roots lie and where the business is headed.

Source: https://chambermaster.blob.core.windows.net/userfiles/UserFiles/chambers/2614/CMS/Business_Beat_photos/TMIE-AUGUST-2020.pdf

Doing business post Covid-19

Originally published in “This Month in Elgin July 2020”

So it seems as if, at least for now, the threat of the pandemic sweeping Elgin County in a devastating way seems to have abated. We don't know if that means it's gone for good or that we should be bracing for another wave, but in the meantime, life is slowly getting back to normal. And that, for some, means business is back to normal.

Whether or not you have reopened your business, you are probably wondering: should we be preparing for some unknown future event? Should my business be changing the way it interfaces with customers and suppliers? Can it survive another shutdown?

Consider the way you perhaps have changed your own purchasing habits. Did you do any online shopping for your groceries or clothes? Did you try the local online farmers market called “Cultivate Virtual Farmers' Market”? Did you patronize any of the local businesses who quickly adapted to curbside pickup? And if you interacted with lawyers, insurance agents, or other professional services, did you find that signing papers digitally and emailing them back and forth was admittedly pretty convenient?

Okay, so these are a lot of questions! But if you yourself found a small appreciation for being able to order something at 11:30 at night, and then quickly picking up those items when they were ready, or not having to make a phone call to schedule a service appointment, consider that your customers likely feel the same way. Yes, it's a new way of doing business, and yes, it can be a pain to learn and implement a new sales channel, particularly when you've worked for years to create efficiencies in your present model. However, in general the world is moving this way and many of the younger demographic prefer the convenience of an online marketplace.

Moving online doesn't have to require a huge amount of investment to start. It can be as simple as selecting 5-10 of your most in-demand products and putting them up on a Square store. Or it can be implementing an online booking system for your consulting business. I myself am a couple of weeks into working with an online personal trainer and I honestly don't know if I will be motivated to drag myself to a gym in the dead of winter any more!

In almost any case, you will find new customers and new markets by allowing yourself to be open to new ways of doing things.

Stay ready and adaptable!

Source: https://chambermaster.blob.core.windows.net/userfiles/UserFiles/chambers/2614/CMS/TMIE_July-2020(1).pdf

Should I be marketing right now?

Originally published in “This Month in Elgin June 2020”

The uncertainty of this period of time has changed all the rules of the marketing game. In ordinary circumstances you know how the game is played, and so you act accordingly. But now that there is no clear path forward, do the rules even apply anymore?

The answer is not black and white. Consumers and clients are having trouble navigating their own careers and families, and so beyond their homes, they are looking for others to lead. That means they may be looking to both corporations and local government to guide their behaviour and define what “normal” is.

At a minimum, this could just mean what “normal” means to patronize your business. If you are slowly opening your doors as per the provincial guidelines, you know what you need to do physically in your store. But it would be even more helpful if you could communicate your policies before your customers even get to your front door. In this case, putting a Covid-19 statement on your website, Facebook page, Google Business page, and any other directory/platform where you are listed will go a long way to setting expectations and putting everyone's minds at ease. If there is information out there that is relevant to your industry, sharing those links with your audience could be useful as well.

Going even further, I would venture to say that now is not the best time for a “20% off” sale just to get sales up. People are emotionally sensitive right now, and even though a sale is technically a bonus for your customers, they may not see it that way. Instead of a discount, perhaps you can tie incentives to giving a percentage of the sale to local Covid-19 relief. People might be happy to make a purchase that will also make a change in their community for those less fortunate than themselves. This is a great way to stay top of mind.

And since your social media should always be a mix of information+product & service offerings+community involvement, now is the time to lean more heavily on the latter. Share posts of local community initiatives that offer Covid-19 relief, and if you are doing something as a business, make sure your customers are aware.

If operations have slowed down, this is a great time to get back to that marketing plan you have that's collecting dust. Look at your business from a bird's eye view to see if your brand voice is indeed consistent and if not, where the gaps might be. This can be difficult to do as the business owner yourself, so try and bring in a third-party – someone who doesn't know anything about your product or service. This exercise is always extremely useful but difficult to do during normal operations, but perhaps now is a great time to do a brand audit. In this way when things do ramp up again, you are comfortably in the driver's seat.

Stay safe and healthy!

Source: https://chambermaster.blob.core.windows.net/userfiles/UserFiles/chambers/2614/CMS/TMIE-June2020.pdf