Journal
Press & Media
Equipping Clients with Tools to Sell Your Work
Winning a pitch and nailing the job is one of the most satisfying feelings we as branding and marketing professionals can experience. It’s creatively fulfilling and at the end of the day shows we’re doing our job well. But, one of the most important things we recognize is the work isn’t finished being sold once your client buys it. They are going to spend the next few months of their lives telling this story to teammates, investors, friends, stakeholders, community members, and bosses. Just as important as your initial sale of the work is empowering your client with the presentation tools they need to justify this work to other people. If your client is stumbling and half-remembering the awesome metaphor you made that sold the room on the concept, you run the risk of them feeling frustrated with you and your agency. We are responsible for equipping them with the communication toolkit they need to effectively sell this concept to their peers and coworkers. You want to make your client feel smart for hiring you, but they should also feel smart when they are pitching your idea to others. This isn’t about cutting yourself out of the sales process—selling work
Jonathan Splitlog
Associate Creative Director
Practical Advice for Naming Your Brand
There are few things more challenging throughout the branding process than naming a business or product. It takes condensing a ton of information into a few words that perfectly capture a brand to tell not just who you are, but acts as the first impression your brand will hold onto forever. It’s the thing that needs to stick right away and if it doesn’t, you’re already starting with a disadvantage. Daunting, right? Some brands name themselves. When appropriate, using a creator’s name, a city reference, or a piece of industry lingo can fall into your lap and perfectly fit the bill for naming purposes. That’s great. Congratulations, if that’s the case. But, a majority of the time, after a product or brand starts to take shape, finding the perfect name can pose a significant challenge. While honing in on your name, there are a few factors worth considering to help you find the one that suits you. Clever names lose novelty. A pun or gimmicky name may feel fun, but can easily grow tired for both you and potential customers. Choose a name you can grow with and represents you in a way you want to be seen. Your name
Brandon Malcolm
Associate Director of Strategy | Copywriter
3 Owl Hosts Students for Week-long Marketing Workshop For Teens
JumpSpark is a Jewish community organization designed to connect Atlanta’s Jewish teens with professionals around the city and create opportunities for engagement and growth. 3 Owl had the pleasure of working with JumpSpark to name their brand, design their visual identity, and build their website and social media. After building the brand, we hosted a week-long immersive marketing workshop for JumpSpark students. We invited fourteen students to join us for a week of real life experience at our agency and asked a few talented friends to lend a hand. Our goal was to give the students both a baseline understanding of our industry as well as an honest look into the creative process. We were transparent and let them experience what being a professional creative means: doing what you love, but making it work with client needs and adapting to feedback to deliver a top-notch product. The week was a well-rounded, fun (we definitely had fun), and interactive look into the branding and design world that ended with feeling the pressure of an actual creative presentation. Here’s how it went down. Monday- 101 We started by introducing what 3Owl does and gave the students a baseline understanding of vocabulary and
David Feldman
Founder | Managing Director
Brandon Malcolm
Associate Director of Strategy | Copywriter
