Thoughts & Ideas

A couple weeks ago I attended AIGA Houston’s Inside Job conference. It’s a one-day conference that targets the creative community working at in-house departments within other companies – as opposed to working at external independent design, branding, or advertising agencies – and shares insights on how we can all work together more efficiently and creatively. 
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Branding & Strategy

Persona Discovery Grid

Personas are part of the bigger Brand strategy and should not be overlooked. 

A buyer persona is a character that represents your target audience. It takes into consideration the user’s goals, desires, and limitations that guide purchasing decisions.

Brand personas build an emotional connection with your brandThink of your brand persona as your company personality

Create a design persona that represents your brand. Your company’s persona should mirror how you want others to see you.

It should be personal, memorable, and invoke an emotional connection. As a result, it will help draw customers to your company and what you can offer them.

Persona Dimension and Attribute examples

  •  Competence; reliability, hard-working , secure, intelligence, successful
  •  Sophisticated; upper-class, good-looking, charming
  •  Exciting; daring, spirited, imaginative, daring
  •  Honest; wholesome, sincere, friendly, down-to-earth

Wondering how to create a strong brand persona and discover the benefits to your company? Herring helps companies from large to small focus their strategic brand, let us help you.

New Work

Dos Padres identity by Herring Design
We had the great fortune to work with Cyclone Enterprises to develop a new package design for their line of tortilla chips. Cyclone is a family-owned, Texas-based specialty foods manufacturing and distribution company. In looking to take their own line of tortilla chips, Dos Padres, to a larger market they had a few obstacles to overcome. First is public awareness of the Dos Padres tortilla chip line, and second, their previous package design did not distinguish between the three types of tortilla chips Cyclone currently has in the market. Read more »

New Work

For Herring, this past holiday season was about adding a bit of zest to the usual holiday greeting. We rolled it in crushed peppermint, threw in cajun spices and even spiked it with cinnamon whiskey. Conveying our appreciation to clients and partners is a nice thing to do, but thanks to a little team effort, we were able to extend more than a simple greeting.
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New Work

Cobalt International Energy is a global oil exploration and production (E&P) company based in Houston. Cobalt was in the beginning stages of creating their first sustainability report and asked Herring to help design the book and guide them through the process for this important document. Cobalt had very little in terms of marketing materials. Herring did a visual audit and pulled together references from their other communication platforms to create a report that would complement their current identity and allow for future materials to be developed as well. Herring produced both the annual report and sustainability report as companions to each other. The sustainability report was produced in English and Portuguese.
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Branding & Strategy, People & Places


When the executive creative director of one New York’s top branding agencies agrees to share his stories and advice on branding, you listen. You listen very closely. AIGA Houston invited Leland Maschmeyer, co-founder of Collins, to Houston Design Week and asked him to shed light on how his team faces challenges and how, as a company, they are always trying to push things further.
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