Awards matter


Over the years, I’ve been a bit ambivalent about the significance of industry design awards. After all, the true value of our work should be measured by how a stronger brand builds business for our clients, rather than how our work appeals to industry colleagues.

Yet I must admit I’m very proud of the work I did with Ron Leland of Real Life Brand Architecture for one of our fave clients, Jim Dunnigan of Niemann Capital Management. The Service Industry Advertising Awards recently recognized our brand-development efforts with three Gold and two Silver awards for a logo design, website, brochure, calendar and brand launch campaign.

As gratifying as it is to have your hard work recognized, it’s even more important when your client can leverage this recognition internally to build company-wide support and pride in a distinctive brand identity. Awards like these build credibility and confidence. It tells everyone involved that we’re on the right track. That certainly has been the case with Niemann, a relatively small company with a unique message to share in the financial-services industry.

We can do a bang-up job with design and messaging, but a brand cannot be built without true buy-in from the client. And awards can certainly help in that effort.


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Robert Hyndman

can be reached at his Laguna Beach studio, 949.497.3179, or by using the form on the Contact Me page.
February 2009
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