I was digging through some old design projects and came across a logo design and brochure project for a company named Hattaway Communications. This project was one of the first I landed when I went out on my own in the Summer of 2001.
A lot of the advertising and marketing I see, especially in the business-to-business sphere, seems aimed at simply getting attention, being noticed. It’s a poke — it’s usually vaguely annoying and it often the response it generates is either indifference or irritation.
The best advertising provokes a response. It makes the target of the advertising think and react.