I got my first cellphone in 2001. It was a Nokia with a large 1.5 × 1 inch screen that could reveal the entire spectrum of colors as long as those colors were black or white. With the increased functionality (not to mention screen size) of today’s cellphones and tablets, one of the biggest changes for designers has been figuring out how to tailor their designs for mobile platforms and devices. Here at Studiobanks, we’ve seen a huge increase in the number of mobile-based projects that we’re working on. Mobile websites and apps used to be an afterthought—now they’re more important than ever.

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There are many different ways to look at and define a company’s brand. My personal favorite is covered in the book The Hero and The Outlaw, written by Margaret Mark and Carol S. Pearson, Ph.D. This hefty tome outlines a system for identifying brands by comparing them to archetypal personalities.

So what’s an archetype? Well, it’s a universally understood symbol or pattern of behavior that’s used in myths and storytelling across different cultures. It’s sort of like a stereotype or a generic personality.

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