Author: creative-director.

On September 28th, we had the opportunity to hear Organizational Consultant Danny Kim speak to the Creative Mornings San Diego community. He schooled us on our collective addiction to tech, JOMO, and the productivity of disconnecting. JOMO, in case you haven’t heard that term, as I hadn’t, is the “Joy Of Missing Out.” Presence, disconnection, focus.

The importance of being present.

At the end of his talk – where Danny made the attendees acutely aware of our addictions through audience admissions, forced disconnection from our devices, and sharing his own stories – he specifically pointed out how nothing beats sitting across the table from someone, looking in their eyes, and keeping tech out of it. He discussed holding meetings and coaching sessions that involved standing up in a room together, using stickies, pen, paper, and whiteboards.

That’s when my heart clapped.

This same line of thinking is why we are so passionate about delivering Brand Camps. The focus. The commitment to the mission by all parties. The truth that comes from real conversations, body language, and present mindsets. During Brand Camp we encourage our clients to squash all other distractions; to turn off their email, phones, and notifications; and to take this time, that they’ve committed to, invested in and need for their business and use every minute of it. During Brand Camp, we request that our clients stay disconnected for the whole sprint. Even in their “downtime,” we provide them additional branding exercises so that their minds stay free from distractions for the entirety of the time they are with us. We have found the results of this presence really astounding.

 

Presence is a state of mind

While nothing beats the physical presence of all stakeholders in a room, Brand Camps can happen anywhere, from a conference call in San Francisco to a Zoom meeting in Austin. The important factor is mental presence. When working with remote participants, we turn up the right technology that will connect and engage us, while ensuring we turn down that which takes away from our ultimate goal: a strategic brand ready to make waves.

Because of this collective mental presence, not only does Brand Camp produce better results in a shorter timeframe, but it’s fun. If branding your business isn’t exciting, what is? Don’t take it from us:

“It was an incredibly FUN experience to watch them all work and to feel like we were a part of the process. We laughed a lot and had an amazing time collaborating with this team on our project!” – Jennifer, Stealth Ice Cream Company

Running, growing and promoting a business is hard, and your attention is easily divided. We invite you to join us for some work sessions, turn your phone off, and see your brand take shape from concept to visuals.

We promise, missing out will not only be ‘joyful’ – but also highly beneficial.

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Dave Ness

Photography

 

 

 

 

 

 

  1.  When did you start taking photos professionally?

Late in life.  I’ve always been interested but got “focused” around 2010 and seriously showing in 2013.

  1.  Why did you decide to do a whole series on wave formations?

Every wave is different.  They have personalities so I challenged myself to show the spirit of the waves with a new technique.

  1.  Do people often mistake your “spirit of the wave” series as paintings?

So much so that I have a sign in my booth titled “Are these paintings?”.  I developed a technique of leaving the camera open for a second or so and then panning the camera in the same direction and at the same speed as the wave.  When you see it … you feel it … and then you start to think of waves differently.

  1. Your art adorns many walls, residential and public, around San Diego. What installation makes you the proudest? (Obviously, it’s ^this piece at Four Fin, but aside from that…)

I’m proud and honored when someone chooses my work for their home or business.  When Four Fin chose “Soft Curl” at 80″ wide by 40″ high to hang in your offices, I saw how it fit your marketing message but it also fits your culture, your brand, and your style.  I once had the privilege of showing my work at the Hospice center many years ago.  One piece “Resting Giants” caught the eye of a wife and daughter of a man staying at the center.  When his wife called me to order the piece she told me they loved it for its beauty but also for the title.  Her husband had passed a few days earlier and she said, “He was my Giant and now he’s Resting”.  I delivered the piece, hung it for her and we chatting for almost two hours about what a wonderful man her husband was.

See more of Dave’s work

 

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Ryan Berman

Sock Problems

 

 

 

 

 

 

  1. How long did you consider starting Sock Problems before finally jumping in feet first (pun intended)?

5 years. My last life running i.d.e.a. was a busy one. I was grateful to help grow the agency to 70 people and, when that happens, you stay focused on servicing those clients. It wasn’t until I was a year into working on my book about courage (Return on Courage: out in January ’19) that I started to realize that I wasn’t being very courageous myself. If you ink a book about courage you should live the premise! So I finally took action on Sock Problems and here we are today.

  1. What problem has gotten “socked the most” since you launched sock problems?

I think our “Baller” sock which Sock’s Prostate Cancer (25% of proceeds back to Movember) and our “Rainbow Pow” sock which Sock’s Hate (25% of proceeds back to The Trevor Project) are neck and neck.

  1. When you aren’t working hard on socking problems, where in San Diego might we find you?

Easy question. At the dinner table up in Encinitas with my family. I spend a lot of time outside of San Diego because of Sock Problems and Courageous (my Consultancy). So, when I am in San Diego, I try to be home and present with my family.

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We just had a new business meeting for a lifestyle brand where we discussed the “borrowed interest” of a non-surfing consumer who supports surf brands. Why would a non-surfing customer want to shop from a surf brand if they don’t actually play the sport?  Because of what the culture of that sport represents. When you work to define the concepts behind a lifestyle brand, it’s more important to hone in on the attitude, values, and culture of your brand than it is to champion the life you live or don’t live.

I don’t go to Mexico nearly enough to be an authentic supporter of the “CaliBaja” lifestyle brand, but I do believe in the message and values of the brand. I wear the sweatshirt as a representation of that belief. I don’t “Live a Great Story” as much as I did in my 20s, but the suggestion to always check in with your story, and get out there to do something that fills it in colorfully is definitely a mentality I appreciate. Supporting and following them reminds me to live life to the fullest, however that looks for me now as a business owner and mom of two.

If I fractured my body in some debilitating way that left me unable to surf, if I had some terrifying fear of the ocean, or if I just never had an ocean-loving family and good friends to introduce me to the sport, I’d likely still buy into it. In fact, many of my good friends are “surfers” who don’t actually surf. They’re not posers as they never say they are surfers, but they exude the lifestyle, the spirit, and the attitude – hence our friendship.

You don’t have to be a surfer to work at Four Fin, but you have to have the right attitude. Positive vibes, grounded spirits, challenge-seeking thirsts, and a passion for clean lines. In fact, the surfer attitude is something we talk about a lot here at Four Fin. We even wrote a blog series on how branding is like surfing. Need some convincing? Read for yourself.

 

• Positioning

 

• Trust Your Gut

 

• Form Follows Function

 

• Hold the Door Open

 

 

 

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Allison Evelyn Gower

Copywriter 

 

 

 

 

 

 

We’re taking a light and fresh approach with this installment of Making Waves, as we interview one of our favorite partners, the witty and talented Allison Evelyn. Because one of her many talents is concise messaging, we decided to give her limited room to answer our questions, in the form of a mad-lib. We hope you enjoy her humor.

1. You got started writing copy because   words are magic    and it was all    rumpus    from there.

 

2. Copy is to design like    a helpful, welcoming host    is to    a 5 course dinner party   .

 

3. You are the    Emma Stone    of copywriting, because you    are direct yet sassy    .

 

4. If you didn’t live in San Diego, you’d live    in The Shire #Hobbiton    , but never    the coldest city in the world: Oymyakon, Russia    .

 

5. Tone of voice is every brand’s    shimmering personality + way to connect with the right people   , so use with   careful intention   .

 

6. When writing copy, you always   unroot the company’s “why” & ultimate goals    first, and you consider your efforts successful when the client    exclaims, “Yes, that’s what I was trying to say!”   .

 

We hope you enjoyed this short and sweet Making Waves interview. Stay tuned for our next installment with local creative genius and the founder of Sock Problems, Ryan Berman. Don’t want to miss it? Sign up for the Surf Report!

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We say that we are “a hard-charging branding and graphic design studio.” What does that mean? Well, inefficiencies drive us crazy, we treat our clients’ needs with respect and urgency, and we enjoy music and positive energy. We approach projects and challenges with a can-do spirit and best-intent attitude, excited to push our client’s brand forward. We charge hard.

We also recharge hard.

I don’t mean we play ping pong or blow off the afternoon, though we have been known to go on creative breaks. What I mean is, we take time to pause. We start every week in our Monday meeting reflecting on the week prior, celebrating successes and learning from failures. We seek feedback from our clients. We listen to what they are dealing with to better craft our offerings. We immerse ourselves in the community and celebrate those who are making waves so that we can have a pulse on what’s happening around us.

Growing up surfing has taught me to value the re-charge as much as the charge. Obviously, riding a glassy left is really fun, but the pause is also impactful. Call it reconnecting. Call it observing. Call it what you want, but sitting and feeling the movements of the ocean, becoming in-tune with the currents and swell shifts, is a skill in itself. That skill leads to the fun times ahead. When you know the ocean on a deeper level, you land more waves and the right ones.

So how does this all relate to company branding?

Basically, you don’t know everything that will help you charge, unless you also recharge. We know that our brand design agency doesn’t know everything either. Strong designers realize this. Designers are curious by nature. We want to know the landscape and context for the work we are doing. We don’t have an in-house research team, so we look to you, our clients, for that insight. We know that if you recharge occasionally, you’ll know a lot about your market, your customers, the chatter, the politics, the waves of consumer habits, feedback from your employees, etc. It’s all deepening your understanding and awareness. When you take it all in and use it to shift your brand, you’ll move toward the right spot for the waves coming in.

So, yes, we look to you for insight. Then we help your brand charge forward – based on this insight. It might be that you decide you need a brand refresh. It might be that you’re feeling like your messaging isn’t hitting it. It might be that you want to branch into a new market. It might be that you aren’t SURE why, but somehow your brand doesn’t seem to hit the mark. Sometimes, we meet a business owner or marketing director who only charges. They’ve come to us to keep their brand charging forward, but they haven’t recharged recently. We might suggest that they do so. It’s an important part of the process.

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Hold The Door Open

Look, this lesson is as old as they come, and it’s for everyone, everywhere. But, it’s critical in branding and in surfing. Be nice. Be a good neighbor. Hold the door open.

In Branding, Actions Speak Louder

People are smart. If you have a positive brand and you say “we care about our customers!” but then they get a $5 charge for their paper invoice, they’ll see right through you. Nothing you can say about customer happiness will change their minds. If they actually cared about you, they would realized how annoying a $5 charge is for a paper invoice, and find a way around that particular line item.

Reputations are harder to “fix” these days with free-sharing of information instantly. Make one bad move that shows your company’s true ugly, and it will take a while to paint the pretty back on. PR companies have their hands full in crises moments, god help them, and many would likely back me up in this genuine request: don’t be mean in the first place please. Live and run your business with integrity and you’ll reap the benefits, smaller PR retainer costs included.

Keep the Vibe High – Get More Waves

I’ve always wondered what an asshole is doing out surfing anyway. I mean, how can one be SO upset doing something that they tout as a favorite activity. If you get mad surfing, chill out. I do have empathy for you and the circumstances that led you to this state of mind, but this place can heal you if you let it. Or, you can just go on being an ass and stay broken. Your call. I get that there are dip-shits out there “taking” your waves. You know why? Cause they saw that you were being an ass.

I love the camaraderie in the water, and I actively show it, saying things like, “awhooo! nice one!” to strangers. More often than not, it’s well received. “Grab this wave, it’s yours!” they’ll say 15 minutes later. Thanks new friend. Don’t mind if I do.  

You get what you put out into the world. So if fear tactics and manipulation are your game, in business or the water, be ready for the payback. Find the part of your company, or brand, or sport of choice that excites you the most, and focus on it. Share it. Light it up, and open the door for people looking to do the same. 

Keep it positive out there everyone! And when you’re ready to find your brand’s inner light – give us a call, we can help you dig in!

 

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Karim Bouris

Director, Multi-Sector Alliance

 

 

 

 

 

  1. So, you are the Director of Multi-Sector Alliance at Partners for Progress San Diego. Can you break down what “Multi-Sector Alliance” means for our audience?

There are groups of people in San Diego who have a lot to say about the policies that affect them and who want to be involved in the process. Sadly, though, they aren’t given the right structure or the opportunity to do that. The multi-sector alliance basically just means that I bring these new voices to the table to shape San Diego County: small businesses, academia, veterans, for example. On the surface, these groups seem disconnected, but together they can advance an agenda based on equity to disrupt the status quo. I really have the best job, because I work with fearless people who like rattling some cages and speaking up on what matters.

  1. What are your hopes for the newly formed Business for Good San Diego?

To change the perception of what businesses care about. The idea that they’re just motivated by making as much profit as possible is so inaccurate. The owners who are a part of Business For Good are deeply invested in how well their employees are doing and how healthy their communities are. That makes them huge agents for change, and Business For Good gives them the opportunity to match their values with their acts.

  1. Best Taco in San Diego?

Easy – Tacos El Gordo in Chula Vista or La Fachada in Logan Heights!

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How Branding is like Surfing: Form follows Function

In the design world, strong designers understand that “form follows function.”

In other words, if it doesn’t do its job, no one cares how cool it is. Obviously, here at Four Fin, we value the power of art and pleasing aesthetics, but design is more than aesthetics. Design is problem solving and that has to start with function. What will the website need to encourage people to do and feel? What are the marketing goals of the print ad? What’s the most efficient and pleasant way that a user can grasp the heart of the brand from this brochure we’re designing? These are the questions we ask ourselves.

This concept of “form follows function” is just as strong in other facets of life, and naturally… here we go talking about surfing again…   

1. A pretty surfboard, shaped by an amateur – won’t last a year in your quiver.

2. A basic or ugly surfboard that’s expertly shaped for your surfing style – you’ll grow to fondly nickname it ‘old trusty’.

3. A gorgeous surfboard, expertly shaped – #boardgoals. When you pull it out of the bag – where it’s kept because it means that much to you – you know what it will feel like to ride (amazing), and its beauty gets you every time. Literally – the board makes your heart swell.

You can’t surf on a shit board

Not many surfers can spring for option 3, and if they had to choose between the first two options, good surfers choose option 2. You know, so they can surf, and have fun doing it. Function first. Form follows.

Designers are not Artists

Are designers artistic? Yes. Are they artists? No. That’s because artists think ‘form’ first, and we love (and envy) them for it. Have you ever seen an ad or poster, so slick and creative, and you can NOT remember what brand it was for or what it was trying to get you to do? Or maybe, you pinned it for eye candy, or even framed it and put it on your wall. It’s a real work of art! But, you never took it seriously for its intended purpose. Familiar?

That’s because at some point, somewhere in the world, a well-meaning and talented graphic designer was given a job, and they put form first. They nailed the form. This designer likely should be an artist instead. When they do change careers (own your true gifts, talented people of the world!), we will buy and hang their art on the walls of our office. Their commitment to form, will inspire our creativity as we think about brands all day, function first.

 

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Trust Your Gut

In branding and in business, sometimes you have to pivot. Sometimes you have to hold true to your values. Sometimes you have to invest yourself in building your brand where you feel the most energy and potential.

You might be grappling with some of this right now. Let me tell you a secret. You already know what to do, and you have from the moment it popped into your head.  One of my favorite quotes, that recently adorned our office felt board, is “Told you so. – your intuition.”

Life moves fast, and business moves even faster. If you spend time ignoring your gut (or worse, being scared of what it’s telling you to do), you’ll likely fall behind on really moving your brand forward. Or worse, your waffling will give off the wrong impression. Your audience will see the inconsistency, and lack of direction. Your brand will suffer. Of course, we believe that a guiding light for a lot of small businesses IS their brand. We constantly harp that you have to stay true to your brand to build a strong and consistent image.

Let me give you a simple example. Let’s say you make widgets. You’ve positioned the widgets as quality widgets. You spent a great deal on R&D and design of the widgets and are confident that your audience needs this level of quality and will be happy paying the high price. You’re releasing the widget in the world and deciding how to market them. You meet an eager and convincing online marketing consultant who promises leads. “I’ve cracked the sales funnel code. We get their attention with an introductory discount and then as you gain traction, we’ll cut the discounts and your followers, now in love with the product, will be okay spending more.” It doesn’t sit right with you. Trust your gut. The audience you’re going after cares about the quality, not the price. If lured initially by price, the second you increase price, they’ll fire up the google engine again to find something cheaper. They’ll be offended with your brand at the same time. This might appear an obvious example, and the decisions you face might be more complex, but the premise rings true. Know your brand, be proud of what it stands for, and stand with it. 

So what if your “brand” conflicts with your “gut”?  

If it’s done right… that brand will be modeled after what’s already in your gut. If you build a truly authentic brand, it will be based in part on the values of the visionary leader. It will keep you from chasing shiny objects that aren’t true to your brand. So, if your gut says something is off, you can confidently listen. 

Before I even ran a branding business, I’ve had a lot of training in this gut-feeling awareness that has helped me make key decisions quickly. In surfing, you have to trust your gut quite often.

Paddling out.

Do I paddle faster and try to get past that almost-breaking wave, or do I pull back and duck dive the white-wash? Anyone who’s found themselves trying to duck dive a wave RIGHT when it’s breaking on top of you knows why that’s an important decision. And one you have to make instantly.

Catching a wave.

There’s a frequently used word in surfing, and actually all extreme sports. Commit. If you are paddling for a wave and it’s looking promising, and you’ve made the gut decision to go for it, you’d better commit. Once the wave takes hold of you, it’s not a time to question your gut. Likewise, if you’re paddling for a wave, and have a gut reaction that tells you to back off, but you stumble a little on listening quickly, you’ll find yourself putting on a good wipe-out show for those on the beach.

Deciding if you can hack it.

All surfers have been there. Standing on the sand during a particularly large swell. Sizing up the surf. Deciding if you’ve got the strength, courage, and lung capacity to attempt to paddle out. You might catch the best wave of your life. You could also tour the local ER.  

I don’t always trust my gut, and when I get too in-my-head, it’s typically never positive. I wipe-out. I pick myself back up. I breathe. Then I apologize to my gut for not listening. “Hey gut, you were right about that client. They obviously weren’t right for us. Had I listened to you, we’d have more space for the right type of growth. Thanks again for always watching out! Forgive me and keep up the clear signals for future decisions.” 

Our gut knows what’s up. It will save us from a mouth full of salt water and deter us from poor business choices. Building a brand that is authentic to you, then learning to trust your gut is a liberating exercise. Go confidently in the direction of your brand dreams. And bring your gut with you.

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