Category Archives: Opinion

He Said, She Said, But Watcha, Whatca, Whatcha Want?!

A COMMON frustration faced by many design studios, certainly by ours, is when our output is approved by our primary contact at our client’s office, only to be rejected and critiqued by other bodies late in the process of development, … Continue reading

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Sacred Space

We were cleaning up our house last week when my frustrations and exhaustion brought my attention to a certain concept that I believe is important in many aspects of life: space. My mom has a lot of old stuff like … Continue reading

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Demonstrating Strength

FROM marketing expert Seth Godin, ways to demonstrate strength: Apologize Defer to others Avoid shortcuts Tell the truth Offer kindness Seek alliances Volunteer to take the short straw Choose the long-term, sacrificing the short Demonstrate respect to all, not just … Continue reading

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Branding (Because It’s Not Just What’s For Sale)

WHEREAS creating taglines/slogans for me remains the most challenging aspect of my job as a copywriter, the most fascinating is my involvement with developing branding for our various clients. Perhaps as a consequence of being not so far removed from … Continue reading

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B-Designs (or Intent as Important Criteria)

JUST the other day, one of my officemates asked everyone what makes a B-movie a B-movie. I remember saying that we should criticize them according to their intention, including how they plan to execute that intent. If the movie has … Continue reading

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Not Enough Info

FOR personal reasons I’d rather not discuss here, I found myself this past week at a Philippine government agency seeking financial assistance for a surgical procedure I need to have done but cannot afford. Prior to going to this agency, … Continue reading

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You’re not an artist…Your client is.

AT our studio, Toolbox D, we have a saying. “We are not artists.” Our calling cards have that line saying “Not an artist” and it often causes people to ask us what it means. After all, we do graphics and … Continue reading

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Don’t Forget Books

I’M a creative writing major, and I teach CW at my alma mater two days out of the work week, when I’m not at my copywriting job with a design studio. Needless to say, I’ve pledged my allegiance to the … Continue reading

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