#willyoureadthis #makeitrelevant #toomanyhashtags

If you're not using hashtags in your social media postings, you're not doing the job that you could be.

If you’re not using hashtags in your social media postings, you’re not doing the job that you could be.

I’ve never taken a course in social media marketing and I guess that’s extremely evident from the number of views I get with this blog.

Then again, when your number of postings dwindles from weekly to monthly to #onceinabluemoon (the name of one of my paintings) you basically deserve to lose a lot of your audience.

But 2019 marks a major crossroads for me. I need to ramp up new business efforts for BloodLines Creative and that’s going to require on-going communications, pushed out to a variety of different social media platforms. It’s also going to demand that I get a much stronger handle on social media marketing techniques.

Part of that begins with my use of hashtags.

I’ll be the first to admit that I have never embraced hashtags and really didn’t have much of a handle (pardon the play on words) on the value of using #hashtagsinsocialmedia – primarily on twitter and Instagram.

But I am learning and I’m seeking to learn more – which ultimately is going to benefit the clients I serve as well as my own self interests.

Here are some generic reasons for using hashtags:

  1. Hashtags simplify the process – Searching a hashtag pulls results for each post using that hashtag. Using a hashtag helps you reach your target audience, and likewise makes it easier for others to find your information.
  2. Hashtags compel an action – When a user sees a post that is of interest, they will likely spend time looking through content brought up by the hashtag.
  3. Hashtags evolve – Hashtags are being used by more and more platforms, impacting the amount of information put directly in front of social media users.
  4. Hashtags reward the distinctive – Hashtags make finding information easier for social media users. A unique hashtag makes your message stand out to the users who find the hashtag valuable.

I have recently experienced firsthand the value of using hashtags via my own instagram account promoting my art – #tomblood_art

A few weeks ago, I sat in on a webinar designed to help artists better market their work. Being a marketer myself, you would think I’d be a natural at promoting my artwork. Turns out, I could have been doing so much better – not just via hashtags but also via my use of key words to describe the paintings I’ve done on my two websites: http://tom-blood.pixels.com and https://bloodlinesart.com

What works for promoting art will also work for promoting my gifts as a talented #greatcopywriter as well as my skills as a #marketingcommunicationsspecialist

I learned that any time I make a post on Instagram, it should have a minimum of eight hashtags that are pertinent to the work I am featuring. How many is too many? I’m not sure but when your hashtags are twice as long as your message, it does seem a bit much.

Still, those hashtags are driving eyeballs to my Instagram account. In the past two weeks, my number of followers has increased dramatically and now continues to rise daily. And they’re beginning to draw even more eyeballs to the many clients I serve when I post information for them.

Yes, I’m a bit of an old dog. But I’m learning new tricks.

Developing great creative and compelling copy has always been a strong trait of mine. Now, it’s time to pound the # signal even more.

Want compelling copy and cut through creative with your advertising and marketing communications. Want it for a fraction of what you’d pay compared to if you hired a full-service agency? Call BloodLines Creative today. You’ll be glad you did.

#successfulresults #greatcreative #creativecopywriting #stlouiswriter #getresults



A writer’s gotta write

2018 is off to a great start, but in the coming weeks, I hope it gets even better with a variety of assignments that would spin most ordinary heads.

Blogging. Video scripting. Website content creation. Speech writing. Print ads. Email marketing. Pay-per-click ads. Direct marketing. All for different clients and all tied back to delivering the brand.

What’s missing? Well, I sure would welcome the opportunity to create some cut-through radio ads and develop some local TV commercials that would truly stand out amidst the sea of mediocrity that litters our airwaves.

But I’m not complaining. I love to write. And I love to write just about anything as I am insatiably curious and love to find creative solutions to whatever marketing or advertising challenge I may face.

All of this requires an inherent ability to ramp up quickly on a subject so that i can quickly grasp the key messaging that needs to be delivered and then deliver it – in an unexpected, surprising and memorable way.

I don’t always hit home runs. And I certainly don’t accomplish everything on my own as I continue to be blessed by working with a talented team of designers, developers, editors, account people and best of all – clients.

BloodLines Creative is now in its seventh year. We’ve been staying quite busy. But there’s plenty of room for more.

If your business would benefit from big idea thinking, BloodLines Creative can be the communications partner you thought you couldn’t afford. Put us to the test. You will not be disappointed.

Milpaws Tells Customers, “Don’t Ever Get Hosed By Your Hose”

The home page for Milpaws.com is direct and to the point.

The home page for Milpaws.com is direct and to the point.

I don’t often get excited by websites for hose, fittings and fluid conveyance systems.

But the new website for Milpaws (http://www.milpaws.com/) is a definite exception to the rule.

BloodLines Creative joined forces with E-Merge Interactive to design a whole new look for Milpaws – a supplier of hose, fittings and fluid conveyance systems here in St. Louis, Missouri. The photography is crisp and clean along with the design.

Navigation of the site is easy – and there’s going to be an e-commerce portion coming in the very near future which will make it easier than ever for customers to order the parts they need.

But that’s only part of the story. Milpaws is a company that is totally devoted to customer service and it’s their custom-made pipes, fittings and fluid conveyance systems that they’ve designed for a wide range of applications that enable them to stand out from the crowd.

They’re a no-nonsense company that tells it like it is. A faulty connection that breaks down can cost a manufacturer thousands of dollars – sometimes reaching into six figures – and bring an entire production line to a halt.

It’s imperative to work with a company that helps assure that every fitting and every custom-designed solution works on a day-in, day-out basis. And if something ever does go wrong, the supplier needs to be able to jump in and solve the problem immediately.

That’s Milpaws. And that’s why we came up with the simple theme of “Don’t Ever Get Hosed By Your Hose.” No, we’re not using it as a tag line. It’s more of a description of the way they do business.

The company’s DNA was forged as a commercial hose and fitting distributor in the St. Louis market over 40 years ago. Though Milpaws designs and fabricates fully-integrated Fuel and Potable Water fluid conveyance and dispensing systems for the US Military, their key focus has always been servicing contractors and contractor supply companies with both industrial and hydraulic hose and fittings to meet their needs on a moment’s notice. They know with Milpaws, they’re getting the best products, backed by the best service – no matter what the application – from industrial to environmental, manufacturing to utilities.

There are some very simple things about Milpaws.com that makes navigating the site just a little more interesting. The Products page features an accordion-style drop down menu – click on a specific category and it opens right up, only to get folded back into the menu when you’re done. The Applications page features a parallax means of navigation where one category naturally flows into the other.

We intend to make Milpaws.com a site worth visiting time and again for both customers and potential customers. The e-commerce portion of the site is currently being developed and that’s going to be a game-changer. We’ll also be regularly updating the “In The Flow” section with pertinent news a customer can use to help them with their business.

Overall, it’s a very cool site in what was once a very boring category. Not anymore.

BloodLines Creative provides advertising and marketing communications support to a variety of consumer, B2B, non-profit and government-related clients. No project is too big, no budget is too small. If you’re looking for big idea thinking, you’ve come to the right place.

Being responsive

Visit BloodLines Creative on whatever device you have and hopefully you'll enjoy the experience.

Visit BloodLines Creative on whatever device you have and hopefully you’ll enjoy the experience.

Yes, it took a while.

But BloodLinesCreative.com is finally a responsive website.

So whether you visit on an iPad, your phone, a tablet or on a mac or pc, the site now adapts to the confines of the device.

Yes, it should have been done some time ago. And yes, the site could use a refresh of new work that’s been done over the past year or so. That will come. In fact, the site still isn’t 100% fully functional – my broadcast reel still doesn’t play on mobile devices – but that should be addressed in the next week or so.

I have fallen victim to what so many other advertising and marketing communications companies deal with all the time – it’s tough to manage your own marketing when you’re busy helping with the needs of the clients you serve.

It’s been a busy start to the year. But in order to keep that momentum going, I need to ratchet up my own marketing efforts – and before I began that endeavor, I needed to get the website fully functional no matter how it was viewed.

So I guess I need to wait a few more days until we get the broadcast section remedied for mobile viewing.

In the meantime, feel free to visit the rest of the website – http://bloodlinescreative.com

I welcome any feedback!

BloodLines Creative provides advertising and marketing communications support to a variety of consumer, B2B, non-profit and government-related clients. No project is too big, no budget is too small. If you’re looking for big idea thinking, you’ve come to the right place.


All in a day’s work – augmented reality, vehicle signage and video script writing

I don’t often post about the work I’ve been doing for BloodLines Creative – which is probably bad for business. Yet I’ve been so busy doing things, including continuing to paint in the evening hours, that I just haven’t found the time – or the energy to tout some of the recent projects I’ve been involved in.

That’s okay because business continues to roll along – never at the volume that I would prefer which would be 40+ billable hours a week – but at the end of each workday, I often wonder where did the time go.

These past few weeks I’ve been working on a new business pitch and part of our proposal involved using augmented reality. In case you’re wondering, Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.

In case you’d like to see it in action, here’s a little demo you can view – https://www.youtube.com/watch?v=SaO5tXzj58U

I won’t go into the actual applications that we were proposing but suffice it to say, it has the potential to be pretty cool – if we actually get the business.

I’ve also been involved in creating new vehicle graphics for an electrical contractor we’ve been working with via The Epstein Group. Recently, we got the opportunity to see some of the new graphics put into place on a variety of vehicles in their fleet – vans, bucket trucks, pickups and even a trailer where we wrapped the entire vehicle in graphics.

What’s really exciting is this is part of a comprehensive re-branding effort that will include a new website, print and collateral materials along with new videos.

Speaking of new videos, I’ve written a number of them recently. One for a construction company, another for a new product launch along with a series of internal award videos recognizing the collective efforts of groups or individuals.

No, I’m not naming names or showing the work as some of the projects are confidential in nature or haven’t been approved for public release.

But the work has been both fun and rewarding. And I continue to learn new things and new tactics to utilize in the ever-changing world of advertising and marketing communications.

Regardless of the tactic, they still take smart, strategic thinking in order to stand out, get noticed and acted upon.

Big Ideas Start Here.

BloodLines Creative provides Big Idea Thinking to a wide variety of consumer, B2B and government-related and not-for-profit accounts. The work we do ranges from individual projects to full-scale advertising and marketing communications across all media. If you’re looking for something out-of-the-ordinary, then resist the ordinary. Give us a call at 314.973.9197 today.

Close Encounters of the Pokemon Kind

Pokemon Go gets people out and about - but only paying attention to their phone.

Pokemon Go gets people out and about – but only paying attention to their phone.


The workout facility where I usually get my calorie burns is closed for a few days this week. So I set out for a little 5-mile walk in nearby Des Peres Park, only to be engulfed by a multitude of Pokemon GO players trying to find whatever Pokemon character that had been geo-located into the park that day.

It was a very bizarre experience.

I’ve heard about the popularity of Pokemon GO but I never really experienced it before yesterday. I went to http://www.pokemongo.com to get a little overview and I watched the video on their home page. It’s actually a pretty cool idea – using the interactivity of your phone as a geo-tracking gaming device to find Pokemon characters not just in your area, but all over the world.


The reality was a bit different.

As I tried to stroll through the park, there were literally hundreds of people – mostly teens in clusters of three or four walking all around, all staring at their phones as they moved about.

Upon arrival, I immediately knew that Pokemon GO had lured them to the park. It’s what you call a Poke Stop. That’s not a bad thing. But most of them had their heads down as they were walking. You had to avoid them – they were oblivious to your presence as they searched the park for Pokemon characters in their habitat.

I saw a few people on bikes, riding and looking at their phones at the same time – a certain recipe for disaster. I had to step out of their way as they went by. There were a few others on skateboards, heads down, searching their maps, looking for where they might be able to throw a Poke Ball and up their level.

It wasn’t all teens, either, who were transfixed by their phones. Lots of adults were in on the hunt as well. I saw a mom, pushing a stroller with two babies in it. Her concentration was entirely focused on the phone.

You can’t really complain about a game that gets you out and about, off of the couch and out of the house. It also gets you to explore and maybe go places you haven’t gone before.

It’s just when you have hundreds of people doing the exact same thing and their entire focus is the phone, it makes you wonder.

Mark Twain had a quote, “Golf is a good walk spoiled.”

Put Pokemon GO in place of golf and that pretty much sums up my feelings.

How about you?

And now, a few words about Snotes

Snotes? What in the world are Snotes?

Snotes stands for Secret Notes – they’re a way to send secret messages – via email, Social Media or you can print them off and either hand them or mail them to friends, family members, fellow co-workers or send anonymously to that special someone you’ve been admiring from afar.

For the past several months, I have been working with the Snotes team, helping to refine their website (snotes.com) and also helping to develop a wide range of licensing materials designed to help companies, game manufacturers, businesses and organizations see the potential power of Snotes to engage either customers or employees.

Much like a fortune cookie, once you know how to read a Snote, (http://snotes.com/how-do-i-read-a-snote/) almost any time you see one, you just have to know what they say.

Soon, we’re hoping that you begin to see more and more Snotes in a wide variety of applications.

Making and sending them is easy – you can do so from the Snotes generator, found on Snotes.com (just hit the Create and Share link at the top of the Snotes homepage).

Go ahead, try it out … I’ll wait …

If you really want to get into advanced Snotemaking, you can get a premium account for just $1.99. That’s like paying for a 16-ounce soda – and once you have the account, it’s yours to keep – and it will enable you to send all kinds of animations along with your Snote message, scramble your message via the Snotes Secret Decoder, make them more colorful and allow you to print them out in high res quality with vector files and do a wide range of other tricks to make the Snote deciphering process as hard as you want to make it.

That’s one aspect of Snotes. The other falls in the area of licensing – because you can put Snotes on almost anything – we find new uses for them almost every day.

We’re particularly excited about the possibilities for Snotes in a few key areas.

Jewelry is one of them. Imagine a special wedding anniversary gift – you take your initials and your significant other’s initials – you go to the jewelry manufacturer’s website, enter them into the Snotes Love Knots generator, choose your border, place your order and you have a very personalized gift that at first glance appears to be art – but in actuality, it’s two sets of initials, intertwined together. Cool looking, isn’t it? They’re not available yet – but we hope they will be soon.

Snotes Love Knots make for a very personalized piece of jewelry.

There are so many other potential licensing applications. We’re looking to align with a wedding supplier to help us create personalized wedding invitations featuring the initials of the bride and groom that can be carried through at the wedding, putting them on glasses, napkins, mementoes and personalized gifts for the bridal party or groomsmen. It’s just a matter of time.

Combining the bride and groom's initials into a Snote makes for a very classy wedding invite.


We’d love to work with a company that could sell personalized placemats featuring the names of the family. Or find a manufacturer of coasters or perhaps a brewery that could put trivia questions related to beer to help move more product with time-based games or even use our Snotes app to play triva games on line – table against table or one bar versus another.

We’re ready to engage with companies who specialize in employee recognition and engagement programs, creating Snotes-related awards that would be conversation starters as well. Temporary tattoos? Educational games where either the answer or the question is contained in the Snote? I could go on and on about the many ways that Snotes can be used. If you’re interested in seeing more, visit http://snotes.com/licensing-opportunities/

There’s also a Snotes Quotes app and a Snotes app (both fun to use, both available for free via Itunes or on your android)

Visit Snotes.com – look around. Create and send a Snote or two and then let your imagination run wild as to whom you might send your secret message and what you might say.

The $1.99 cost to get the Premium feature is well worth it as it opens up so many more possibilities for your Snote-making.

Get creative.

Have fun.

Discover the world of Snotes. And imagine the possibilities.

P.S. – I’d love to know what you think – we’re just now beginning to push Snotes out so any and all feedback is welcome. If you’re interested in learning more about how your company could use the power of Snotes or have your own ideas for uses, just let me know!

Random thoughts from a soon to be 58-year-old man

My 58th birthday is now just hours away and as I get ever closer to that very strange number of 60, it’s got me thinking all kinds of weird thoughts.

How did I get this old, this fast?

I know, getting older is a gradual process. When you’re a kid, you wonder what it would be like to be a teenager, to be 20 and beyond that, you really have no clue. I have vague memories of wondering what I would be like when I was in my 50s. I still wonder what it’s going to be like when I’m in my 50s as they’re not done yet.

I wonder about the world and where it’s heading. Doomsday chronicles seem to populate my inbox with more frequency these days. The world is coming to an end. The U.S. is going to be hit by a terror attack unlike anything we’ve ever experienced before. The grid is going to go dark. Chaos will reign. Become a survivalist, pack some water, batteries and lots of beef jerky and get ready for the worst.


Yet you’ve still got to keep on keeping on. The lead story on the local news tonight was about a cat that had been shot with an arrow and there was a frantic hunt to find the perpetrator. If that’s the lead story, somehow, the planet should be able to carry on. With or without the cat.

I wonder what I’ll be doing two years from now. Sometimes, I wonder what I’ll be doing two weeks from now. You can’t predict the future.

This is coming from a guy who has had two hip replacements, 64 stitches to his head to close up a wound from an errant golf ball, a broken nose from being an idiot behind home plate without wearing a catcher’s mask, a few broken wrists, a broken ankle, more stitches to my head when a neighbor’s buck teeth pierced my skull playing King of the Hill and numerous other close calls with death, danger and dismemberment.

I’m lucky to be alive.

I’m glad to be alive.

I’ve got a loving wife who puts up with my eccentricities and makes me a better person every single day that I’m with her and three great kids who are immensely talented and unique in their own respective ways. I love our extended family. I love our dog. I love Brian Piccolo – well, I’ve always loved that line at least.

We’ve been blessed with good health, good fortune and overall, lots and lots of good times.

My career is still a career. I’m still doing what I set out to do upon graduating from Mizzou – create advertising and marketing communications. I have a journalism degree with an emphasis in advertising and I have put those skills to good use for a lot of clients through the years though I sure wish I could get back to making TV commercials again. I always thought that was my best strength – print, radio, TV, outdoor, direct marketing – I loved to do TV. These days, TV spots seem to have been removed from the equation.

So I adjusted my skill sets. I’ve learned new skills. I realize that I have to be a lifelong student and that I need to learn something new every day.

I was thrilled when my first Vine video went live courtesy of Pickett Productions. Five months ago, I had never even heard of Vine.

Have you?

We live in an ever-changing, always evolving world. It seems to get crazier everyday. It seems people respect life less and less. I don’t long for the good old days. I don’t know when the good old days actually were.

To me, all the days that I’ve been around have been more than just good, they’ve been blessed.

When you get to be 58, you wonder how many more laps you’ve got around the calendar. You think back to the many things you’ve done in your life – some good, some bad.

And then you set your resolve to learn more. Do more. Give more.

There’s so much I haven’t done.

There’s so much I need to do.

Tomorrow’s another day.

Bring it on!



New York city in a day

Tom Blood, Karen Lamerick and Brian Schultz, all decked out in our Ikigai wear (including the Rival backpack).

Tom Blood, Karen Lamerick and Brian Schultz, all decked out in our Ikigai wear (including the Rival backpack).


Any visit to New York city in a day is always a whirlwind. It was even more so on my recent visit to attend the Photo Plus Expo, the largest photography event in North America on behalf of Ikigai, the new line of professional photographer camera bags that just hit the market at the beginning of October.

We didn’t have a booth at the show – Ikigai officially launched the first week in October and currently, the only product offering they have is their Rival backpacks featuring a removable, configurable camera cell on the inside. So we didn’t exactly have a full line to be touting though that will be coming soon.

So instead, we went as observers and thanks to Karen Lamerick, our new PR person, three members of our team managed to get in on a tweet-out event that took place Wednesday night where members of the media could see what’s new and check out the merchandise. Through that little affair, we managed to get a fair amount of both press and tweets and the reviews continue to be extremely favorable about the Strength from Within of Ikigai.

I needed to call on my own Strength from Within to roust myself out of bed and be at the airport by 4:50 in the morning, knowing that when you fly Southwest, any time can be a busy time to get through security. By the time I made it through the scanner, the plane was boarding and long before the sun came up, Brian Schultz and I were heading east, arriving just in time to catch the tail end of rush hour as we had a nice 90-minute cab ride to the Javitts Center. Brian’s represented the design arm of our Ikigai marketing team and we’ve paired up on quite a few projects now in the print and online world.

Upon arrival, we immediately had a quick meeting with a new distributor for Ikigai. That in itself was a good start. Then it was time to hit the floor. I’ve been to a number of trade shows featuring mammoth booth displays and Photo Plus certainly held their own.

Nikon and Canon had huge areas featuring demonstrations, speakers and some of the most absolutely gorgeous photographs of just about anything, enlarged to about 4′ x 6′ formats. Special note was made of the super soft carpet in the Nikon area – after walking the floor for several hours, your feet became very happy when they made acquaintance with this deep plush carpet.

All the major camera brands were there as well as a wide assortment of accessory items and of course, our reason for being there – backpacks, sling bags, messenger bags and a variety of other carrying solutions all catering to the needs of the professional or at least the quite serious photographer.

We checked out our main competition – there were three primary brands that we paid special interest to – LowePro, Manfrotto and Think Tank. Each had a wide assortment of bags, each had their own positioning. But none of them had quite what Ikigai has – a removable, configurable camera cell that provides an added layer of protection to a photographer’s most valued possessions; an easy carrying solution for when you’re out on shoots; and thanks to the removable liners and adjustable Velcro pads, a customizable packing solution that keeps all the gear safe and secure.

We took notes. Took a few marketing brochures. Took pictures. And our net takeaway is that Ikigai is ready to grab its share of this market.

Once people get to know and understand the brand, there is a strong likability factor. And once Ikigai hits the market with a few more product offerings so that a photographer can begin to employ an actual system for packing their bags, this brand is going to take off.

For now, we were content with a one-day up and back.

It was all a blur. It was last Thursday which actually seems like it was already last month.

We have a lot of work to do. And as for next year’s show?

We’ll be back.

The Strength from Within of Ikigai

This is the second of at least four posts about the total teamwork that went into the launching of the new line of Ikigai professional photographer camera bags.

Developing theme lines for companies that can stand the test of time has always been one of my favorite parts of branding. Through the years, I have had the opportunity to help position companies or products with just a few select words. Though I can’t claim anything as resoundingly successful as “Just do it” or, “Good to the last drop”, I’m proud to have helped all sorts of companies position themselves or their products to their respective target audiences with lines that were memorable, focused and that ultimately, helped sell a lot of product or generated a lot of interest.

So I was thrilled to be given this opportunity when I became part of an international team that was helping launch a new line of professional photographer camera bags called Ikigai.

I had heard a lot about Ikigai from Jeff Pickett, president of St. Louis-based Pickett Productions, a graphics animation company. Jeff was going to be creating some new videos on Ikigai’s behalf and said he might need a little copywriting help. I was definitely interested but wanted to learn more.

At first, we  had a conference call with one of the founding members who filled us in about where they were with product development and told us a little about the Ikigai name. Ikigai is a Japanese concept that essentially means your reason for being – what wakes you up in the morning. It seemed like a cool name but I wasn’t quite getting the correlation between Ikigai and a line of camera bags.

So we asked to have a meeting where we could actually see the product. We met at Jeff’s office. Brian Schultz, owner of Brian Schultz Design also attended as Brian and his team had developed the logo and an initial themeline that they were moving forward with. Upon seeing one of the new backpack prototype models featuring a removable, configurable camera cell, I was intrigued.

It was kind of a bag within a bag. The camera cell fit snugly inside the backpack and it was inside the camera cell where precious items like cameras and lens packages would go. Since the interior of the camera cell featured removable velcro linings, you could adapt the insides to include other key gear like flashes, battery packs or miscellaneous essential items for any shoot away from the studio.

“Does the competition have anything like this?” I asked. No was the answer.

“Does the bag within a bag give an extra layer of protection for the cameras and gear?” I asked. Yes was the answer.

The backpacks were very cool looking. They were made of this honeycomb ripcord nylon material that is tough, weather-resistant and gives the bag a distinctive look. There were all sorts of other features and benefits to the bag as well – from ergonomic zippers to a detachable waist belt and tripod carrying system. But the unique selling point?

That was on the inside of the bag.

I took all of this info and put together an overall creative strategy document that we all mutually agreed upon.

Then I went to work, trying to create a theme line that played off of the Ikigai name but also dealt with the key selling feature as well.

I discarded the obvious and tossed out the obtuse. When I hit on three simple words, something clicked with me.

Strength from Within.

The whole concept behind Ikigai is that there’s a strength within all of us that is a unique guiding force. Check.

The unique selling point of the Ikigai line just so happens to be the removable, configurable camera cells that can be switched out from one backpack to another – though there is only one model on the market right now, more are on the way and the larger versions will all feature these camera cells that make packing for shoots easier, add an added layer of protection and you don’t have to lug the entire backpack around when you’re out on a shoot. That’s truly strength from within.

Finally, there’s the whole inner resolve that any photographer who’s committed to getting that awesome shot has to have – photographers need their own strength from within to endure harsh environments or put themselves in precarious positions or wait for just the right moment to come along to turn ordinary into extraordinary.

It was a trifecta – a theme line that worked for the product name, the product itself and the target audience.

The old theme line was retired, replaced by ‘Strength from Within’.

With that as our base, it was time to begin to build the brand messaging.

And we had just the team to do it.