I got 99 design problems

… but spec work ain’t one

A long-time client recently told us they used a speculative crowdsourcing website for a design project. The conversation that followed was candid, revealing and inspired us to publish our thoughts on the matter. 

Ask any graphic designer, and they’ll rattle off the 99 problems they have with spec work. However, it was refreshing to hear Read the full article…

branding for innovative technology companies | Toolbox Creative | Fort Collins, Colorado

Davetech vs. Goliacorp

How Brand Engineering helps innovative technology companies take on the big guys

When it comes to branding for second-stage innovative technology companies, there typically exists a David and Goliath-type situation. Your big idea is better than the dominant players in the space. You have a highly specialized, superior solution, but you have quite a tall task in taking Read the full article…

why do engineers hate marketing?

Why do engineers hate marketers …

… when all we really want is to be loved?

It’s true. Most brand consultants and marketers are classic creative types — and a core need of the creative type is to be loved. Engineers, on the other hand, are trained to look for what’s wrong and validate work empirically. On the surface, engineers and creatives seem like polar opposites, Read the full article…

Toolbox Creative Naming

Make a name for yourself

9 tips for coming up with a name that doesn’t suck

What’s in a name? That’s a complicated question. Would a well-loved brand by any other name not be as sweet? Some very successful brands are built atop boring, bad or poorly-thought-out names — suggesting that a name is not everything. It’s not. However, a name does serve as the verbal and visual Read the full article…

Branding ROI | Toolbox Creative | Fort Collins, Colorado

Is your branding & marketing working?

When you spend money on branding, how much can you expect in return?

First things first — there’s a distinct difference between branding and marketing. David Ogilvy famously defined a brand as “the intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation and the way it’s advertised.” More recently, the definition has been expanded Read the full article…