If one wrote a blog post and no one ever read it, did it make a point?

New from Donal Jolley… the Ramblin’ Wreck from Georgia Tech
Integrity is the delicate goal of design. The concept of “integrity” is often isolated to the context of the character of individuals, and many people forget or ignore its application as it applies elsewhere. Integrity is defined as the quality or state of being complete or undivided. This implies several characteristics be present, including substance, time, and predictability.
Products must have integrity to be successful, and so must the company building a product or performing a service. When a company is known for its integrity one may be certain it was established with a common underlying foundation whereby all its employees were expected to operate in a consistent, repeatable, and predictable manner. Such a reputation does not come about by accident, but by design. Accidents can not cause integrity to exist, but instead reveal the qualities truly present in a corporate environment.
This understanding of integrity is a foundational truth for successful graphic design. The company that invests in graphic design must evaluate many things, but often companies neglect integrity throughout the design process. To have an effective approach to storytelling through graphic design, the values of the firm, the history of its marketing, and the goals of advertising must all become integrated, that is, systematically truthful to the goals of the company, product, and expectations of the underlying foundational message. Each creative process should necessarily begin with a goal meant to further the mission of the company, and be careful to remain consistent with the voice of all the company has done before.
This is much easier said than done, and it is the exception rather than the rule to find a company with integrity to its communications pieces. In many companies projects are started because someone needs a brochure for some nebulous usage. (Of course one may replace “brochure” with poster, web site, flyer, billboard or any number of other items.)
Objectives are often not clearly drawn, copy is gathered in a hurry, and without a careful game plan the project is executed by designers doing their job according to what “feels” or “looks” right to them at that moment. Materials produced under this scenario underachieve because of a lack the key ingredient of a thorough grasp of the company culture. There is no integrity in the process because there are no standards by which to measure any achievement.
Integrity in the marketing efforts requires one meets the prerequisites of a goal to accomplish, a specific audience to address, and a consistent voice with other communications materials. When those prerequisites are met it happens by design, and results in materials that accurately portray the firm or the product for which the materials were developed. A company seeking to maximize the impact of their message and the money spent on getting that message to their audience will pay more than casual attention to the concept of integrity, while a company which flounders in marketing efforts at best only pays lip service to such inconvenient ideals.
In the long run there’s no way to tell how much this lack of such a common and obvious ingredient costs companies. Truett Cathy, founder of Chick-fil-a, wrote, “It is easier to succeed than to fail.” The key to success lies in process. A qualified designer recognizes this and does not seek to fix what isn’t broken, but is enabled to leverage the components of the marketing plan for the greatest gain. Introducing and maintaining integrity in design is a delicate goal, but when achieved hardens into a powerful medium able to break through barriers in an efficient, predictable manner.
The pride and elation of a marketing effort garnering results is not unfamiliar to groups who understand why they exist, who they serve, and tell the truth in a consistent fashion their constituents. A company with vague plan for its marketing efforts is a broken company that must rely on accidents to move from one position to another, and lacks integrity in how it portrays itself to the world at large. The very best companies understand this principle, and move proactively in developing marketing materials and direction.

Several years ago, David Eberhardt and I headed down to the Fox Theatre in downtown Atlanta with the objective being to photograph me soliciting for work in a manner usually associated with folks with a completely different set of skills and tools.
There was no parking along the street so I was very close to the passenger sides of the cars as they passed. I enjoyed several short conversations and made quite a few people smile as they went by, including a couple of police units. But one person didn’t get it–the manager at the Fox Theatre. She came out and demanded to know what was going on, but couldn’t grasp the idea or understand the humor. Finally she just told me to “take my homeless self elsewhere before she called the police.” (The walking brain-dead strike again!)
(Note that last shot… somewhere I have her with her thumb up, giving me the signal to “take a hike!”
This is the first entry of the new blog, written on an iPad sitting very far from the computer… Almost two entire feet. Setting the thing up has been almost fun, exactly the kind of thing one does when one has a lot to get done before the world caves in so many tasks are set in order and executed one by one to make that one feel like something is getting accomplished when in reality it is all busywork.
Fortunately, it isn’t all busywork. I got the blog site complete, tied it into the website I about to unleash, then linked it both to Twitter and a third site, my sales site where I can convince people they can not live without my drawings and other cheap wallpaper. Well, actually that is the only cheap wallpaper on the site. For now.


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