aaron draplin and ghost signs winnipeg

With an abundance of conferences on typography, user experience, web design, etc., designers and developers could max out their credit cards in a hurry. But the real work of design happens on the ground: on tables, desktops, coffee shops and in the community.

One of the first things we wanted to do as a new board of GDC MB was to bring to Winnipeg the inimitable Aaron Draplin. In my estimation, Draplin is the most respected designer in North America these days. In no small part it’s because he embodies a real desire among young, (and old), designers to create logos, identities, products, and inventions that have lasting value and that are based upon the tried and true work of the past. Draplin is best known for his insanely beautiful logos that not only have street cred but are commissioned by those, (like the Obama administration), who need something lasting, assured, definitive and credible.

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Marketing and advertising practitioners have spent decades formulating and re-formulating odd, complicated, and even divisive audience segmentations. Primarily, these partitions were based on age: Baby Boomers, Generation X’s (that’s me) and, recently, Millennials. These designations are an attempt to homogenize a population so that mass messaging can be “directed” to a particular audience. They work, at least sometimes. (We had some good results launching a cool ebook called For Your Inspiration that showcased quotes by Millennial leaders.)

While there are unique and distinct age-based audiences, there is also a better way: truth-telling and helpfulness. Simply put, today’s consumers want to inform themselves. Armed with easy access to information, prospective buyers, across every generation and demographic, today make decisions about what they will buy and from whom they will buy it before contacting a business. In fact, one study found that 81% of consumers do online research before making a purchase. In the B2B world, data suggests that buyers get 60% of their way through a sales process before speaking to a sales rep.

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The Facts About Inbound Marketing

mad men vs inbound marketing

Is Inbound Marketing right for your business or organization?

We have been experimenting with inbound marketing for the better part of the past year and it is incredibly powerful. Inbound marketing is an online-based system designed to develop buyer, donor or membership relationships by providing meaningful information and offers to audiences. The companies that do it best articulate and demonstrate the advantages of their ideas, values, and services and help visitors to their site access information easily. These companies don’t rely on impulse buyers but instead look to attract considered purchasers—people who do their research before they commit to investing in a service or opportunity.

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Looking for a career change while helping clients drive social and environmental change?

[Update: This position has been filled. Thank you for your interest.]

Manoverboard is a team of dedicated designers seeking to help make the world a better place through design. We are a purpose-driven B Corporation focused on creating strategies, websites, content, and identities for principled businesses, large nonprofit organizations, and educational institutions. We care about economic opportunity and the immense environmental challenges our world faces.

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B Corporations are built to focus on people and planet along with profits (and also prosperity, a fourth “P” that does not get enough attention). When you meet the rather rigorous certification standards for joining this growing tribe of value-based businesses, B’s have an opportunity tell the world their story. There is no better way than through your website, which should be the hub of any marketing strategy. As B Corps, our websites should seek to leverage our practices and aspirations in a way that enlightens and engages (and maybe even bridges) our current and future stakeholders.

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