All Posts By

Craig Lennie

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Standing Out In A Crowd: The Art of Tradeshow Booth Design

By | Concept, Creative Strategy, Inside The Studio | No Comments

With over 275,000 shows a year – and 87 million attendees in the US alone* – tradeshows are a vital part of a complete marketing plan. Since these events bring entire industries into a single space, it’s critical for companies to approach tradeshows differently in order to stand out and maximize the impact of their investment. Because we’re a branding firm with a strong background in structural design, we often receive questions and requests regarding custom booth design. How much does it cost? Is it too hard to do? Is it easier to just do out-of-the-box? Answers to these questions…

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Creative Tonic Golden at the A’ Design Awards

By | Awards, News | No Comments

Recognized worldwide as an indicator of quality and perfection in design, the A’ Design Award is a showcase for those answering the need for great design to help create a better future. Created to bring together designers, companies, academics and individuals from around the globe who believe the future is shaped by arts, design and technology, the award is a certificate of excellence and proof of quality for companies recognized the world over.

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Consistently Relevant: Finding Flexibility In Standards

By | Creative Strategy, Inside The Studio, Marketing | No Comments

We often work with companies who need us to take an established brand and rethink or reimagine it for a specific execution or opportunity. Whether it’s creating physical presence for a software company or working with an R&D team on the next generation of a brand or product, we often surprise our clients with just how far their brand can extend while still retaining the core elements and essence of their well-defined position.

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Why The Coffee Is Never Right – And That’s Okay

By | Creative Strategy, Inside The Studio | No Comments

We had an incident the other morning that almost derailed an entire day’s worth of productivity in the studio. The coffee was bad. Not, gross but I can-power-through-it-bad. Spoon dissolving as you stir bad. This wasn’t the first time this has happened. In fact, it’s a fairly regular occurrence. Maybe not pots of wallpaper-stripping sludge, but we are constantly having discussions about the proper techniques and bean to water ratios that, considering we have a basic drip coffee maker, really don’t matter all that much. So, are we particularly picky about our coffee? Or is this coffee conundrum indicative of…

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Ryft Winner At iF Design Awards 2016

By | Awards, News | No Comments

For over 60 years, the iF DESIGN AWARD has been recognized the world over as a label of design excellence. We’re honored to have our work for Ryft recognized by the panel of international experts at this year’s competition, iF Design Awards 2016. Selected from 5,295 entries by 2,458 participants from 53 countries, the Ryft rebranding project was recognized as a winner in the Corporate Identity Category. “It’s an honor to be recognized for our work with our longstanding partner, Ryft, by an elite panel of international design leaders,” said Creative Tonic CEO and Founder, Michelle Houp. “It’s a testament to the relationship we have with the…

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Win-Win Solutions and the Art of Compromise: 5 Minutes with Julie Huls

By | Creative Strategy, Inside The Studio | No Comments

Every few weeks we sit down with one studio resident or visitor for a five minute free-for-all on the topic du-jour. This week we have Austin Tech Council CEO and innovation economy expert Julie Huls on the art of compromise. [CT]: We usually like to start off with something simple, just to get the ball rolling. So with that in mind, we’ll kick it to you and ask is there such a thing as a win-win solution? [JH]: That’s a good question. So the answer is yes, I think there is such a thing as a win-win solution. I think…

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Ryft Recognized at Summit Emerging Media Awards

By | Awards, News | No Comments

We’re excited to kick off the new year with the latest recognition for our work with the team at Ryft at the 2015 Summit Emerging Media Awards. Selected from more than 1,300 entries, the Ryft rebrand project was recognized with a Leader Award in the Complete Branding Package category. “It’s an honor to be recognized for the work and to be designated a leader in the evolution of how brands keep pace with the new forms of media,” said Creative Tonic CEO and Founder, Michelle Houp. “We’re excited to continue our partnership with the team at Ryft and help them maintain their position as the unrivaled leader in their space.”

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Building Dimensional Brands

By | Creative Strategy, Inside The Studio, Marketing | No Comments

Among the many shifts we’ve seen over the past decade when it comes to branding, perhaps the most dramatic has been the drastically reduced shelf life of brands and brand campaigns. Always an exercise in diminishing returns, campaigns and redesigns and relaunches have shifted from a span of every few years to every few months to, with the instant wave of popular opinion, plugs being pulled in a matter of days. It can be difficult to find the balance between staying relevant and protecting your existing brand equity. At Creative Tonic, we talk a lot about dimension when discussing how…

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