Posts in category: ART DIRECTION

Design is an essential part of Zein Design, as the name of the company suggests. To give you an insider look into how the design process works internally, we sat down with our designers for a quick chat. We got to know more about their day, their passions, their clients, and what it’s like to be a designer all in all.

Here’s what they said:

1. What’s your favorite thing about being a designer?
The designers expressed how much they enjoy communicating things in a visual manner. In short, they love how they can transform simple ideas into pieces of art. They said that it is particularly rewarding to see the projects they’ve worked on go live. To them, the smallest of things make a difference — from the ability to work on designs with music on, according to Huda, to having your childhood passion for art and design turn into a career, which is true for Razan.

2. What does a typical day for a designer look like?
For starters, there wasn’t an answer that didn’t involve coffee to some degree. They all agreed that they just cannot kickstart their day without a cup of joe. After getting their dose of caffeine, the designers check for any new or pending tasks, look for inspiration, and check their calendars to see if they have any upcoming meetings with clients.

As Zein Design’s founder and director Zein Khalifeh puts it, it’s all “coffee, create, coffee, create, etc.” As for Tricia, she likes to dedicate part of her day “to creating something personal, whether doodling, animating, or looking for inspiration to stay creative.”

3. What everyday challenges do designers encounter?
Perhaps the biggest challenge our designers face on a daily basis is understanding the clients’ needs and, according to Malak, “being creative enough to impress.” As for Tricia, she says one of the toughest things is knowing how to balance the artistic side of things with business goals.

On the other hand, time can be quite limiting. Although creativity and inspiration can make it challenging to meet deadlines, the designers said that there is always a team member willing to give a hand whenever needed.

4. What is the best way to give feedback to a designer?
All it takes is a show of appreciation into the hard work that has been put into the design, Ahmad says. Moving on to feedback, all designers stressed the importance of providing precise feedback, which saves both time and effort. Razan prefers if feedback took place via audio/video calls with clients to better understand their needs. Zein adds that providing examples of what you’re looking for can also help designers see things from your lens.

5. In your opinion, what makes a designer a good one?
A good designer is many things, though imagination and creativity, unquestionably, top the list. Curiosity and passion are also extremely important characteristics that good designers embrace. Without passion, it’s difficult to have patience, an essential quality of successful designers.

According to Zein, designers should always be willing to learn new things and take on challenges with a positive attitude, which she believes is synonymous with being a good listener. Tricia also stresses how important it is for designers “to be open to new ideas and experiment fearlessly through trial and error.”

 6. What, in your opinion, makes a successful designer-client relationship?
Like any relationship, both sides must put effort into making it work.

Designers, on the one hand, must take into account the fact that the client may not be knowledgeable in the area of design. This is where patience and proper communication come into play. In addition to that, designers, according to Huda, should accept feedback, as long as it is constructive.

Clients, on the other hand, should be clear about what they want, trust the designer, and as Razan and Huda said, understand that a bigger logo does not increase the likelihood of success.

The marketing landscape is a rapidly changing one, which means that keeping up to date with the latest trends, terms, and technologies isn’t easy. Many marketing terms have been making their way into marketing conversations, some of which may be new to you.

But worry not, we’ve compiled a list of some new marketing terms that you need to know to stay ahead of the game. While this is not an all-inclusive list, we tried to include some of the most commonly used terms today.

1. Churn Rate:

This is a measurement of the number of customers or employees who leave a company during a given period of time. It may also refer to the amount of revenue lost as a result of the departures. To calculate the churn rate, simply divide the number of customers that have left over the given period of time by the total number of customers.

2. Marketing Automation:

Simply put, marketing automation tools simplify time-consuming tasks marketers have to do, freeing up their time to attend to more pressing issues. Marketing automation can be used in several areas such as emails and newsletters, CRM integration, and ad campaigns.

3. A/B Testing:

This is when a marketer decides to display two different messages to equally sized portions of an audience, and then monitor their performance to see which is doing better. An efficient A/B test will include a control subject and a variable.

4. Customer Journey:

The customer journey is the entire path a potential customer takes towards buying your product or service. The path includes every possible touchpoint that the customer experiences in relation to your company before completing a purchase.

5. Buyer Personas:

Think of buyer personas this way: they are a semi-fictional representation of your ideal customer based on data and research. Buyer personas are important because they will help you allocate your time towards more prospective customers, in addition to allowing you to hone in on your target audience.

6. Bounce Rate:

The bounce rate, an essential term used in web traffic analysis, represents the percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to any other page.

7. Sales Funnel:

A sales funnel refers to the buying journey that new leads go through before making a purchase. The sales funnel includes several different stages – from awareness to loyalty. No doubt, your marketing tactics will vary depending on the stage you are in.

8. Omnichannel Marketing:

This is the process of providing customers with a unified and integrated experience across all touchpoints, be it physical or digital.

9. Gamification:

This is when game-like elements are integrated into a non-game environment, mainly done to increase brand engagement or to encourage the audience to partake in a certain activity.

10. Responsive Design:

Responsive design refers to the way a website automatically adjusts to the screen size you’re viewing it from. This will ensure that no matter what device your visitor is using, your website will always look great.

With the ever-changing marketing landscape, marketers are constantly looking for new methods to find and attract their ideal customers. However, with things advancing by the day, this is proving to be more and more challenging.

Enter AI in marketing.

AI marketing is the use of customer data and AI concepts – like machine learning – to anticipate your customer’s next move and improve the customer journey accordingly. AI can also be used to automate marketing tasks, increase team efficiency, and even help boost creativity.

Here are just a few examples of how you can harness the power of AI in marketing:

– AI for Blog Writing: Despite what you may think, AI is not here to replace writers; rather it’s here to help them. With the help of AI, you will be able to write blog titles and descriptions at scale, generate long-form content rapidly, and instantaneously create content briefs and outlines.

– AI for Copywriting: Copywriting can be a time-consuming and cumbersome process, especially if you are dealing with several clients and tight deadlines. Luckily, AI copywriting tools are here to save the day. With these tools, marketers can generate several kinds of copy pretty quickly, including ad copy, customized headlines, email subject lines, and landing page copy. Of course, once AI has generated the content, it is best if it’s reviewed and adjusted according to your needs and tone of voice.

– AI for SEO: AI has proven to be a valuable tool for SEO. With AI, you will be able to do keyword research, write blog titles and meta descriptions at scale, and produce high-quality articles at a much faster rate. While AI has been great so far, it is still strongly recommended that someone from your team go over the content and double-check.

– AI for Design: AI has also left its mark in the world of design. With the power of AI, you will be able to produce incredible visuals quickly for brand redesign, infographics, website visuals, and e-book covers.

If all that doesn’t entice you to start using AI in your marketing efforts, then take a look at some of the benefits:

1. Improved ROI
AI marketing tools can provide detailed insights and data-driven recommendations. This, in turn, can help businesses make more informed decisions and ultimately drive better results.

2. Increased Efficiency
By making the content creation process faster, team members will have more time to focus their efforts on other areas that may be beneficial to the overall success of the business.

3. Cross-Collaboration
AI can act as a central creation hub for your team, allowing you to streamline processes across different departments.

Change is the only constant. And in the world of business, stagnancy is the worst thing that could ever happen to a company. Remember that.

Over time, consumers change. Their preferences, needs, and wants evolve. Brands must adapt to continue to serve ever-changing consumers in the best way possible.

Regardless of the industry, a business should monitor their consumers like they would their own children. In doing so, managers will know exactly when it is time to rebrand. Creating a brand is not a one-time thing that can be put on a shelf and abandoned. Branding strategies are made to be flexible because of the nature of the business world. Things change and brands must adapt to fit those changes at all times.

While circumstances may differ from one business to another, there are certain factors that businesses should not ignore. Instead, they should be considering rebranding when the following things happen:

1. A decrease in sales
If your business is not making enough profit, you know you have an unsolved problem. Sometimes it could be the quality of what you are offering, but most of the time, it probably has to do with a lack of effort to stay connected with your target audience. Maybe the market trends have changed, and your branding doesn’t fit anymore. You must adapt to fit in.

2. Your brand is out of date
If what you’re offering is no longer in demand, it may be time to shift gears. Remember how popular MSN Messenger was back in the day? And how Yahoo was the number-one search engine? If this says anything, it is that no matter how successful a brand is, there’s always a competitor out there who’s working to get to the top. Don’t let your brand fall down the pyramid. Stay in the loop, always.

3. You have strong competitors
As a business, you can hardly ever sit back and relax. Even when you reign in your industry, there is a lot of hard work that must be put into sustaining your position in the marketplace. Rebranding is sometimes essential in the process, especially if a competitor is offering something you’re not. Rebranding doesn’t just have to be about your logo and identity, but involves your products and services, too.

4. Your brand changes
Just as nobody stays the same, neither does a brand. It’s very natural for a brand’s goals to change over time. There is nothing wrong with that. When you do, you must tell your new story—one that’s both sincere and easy to identify with.

5. Your brand’s reputation was harmed
The age of social media has changed the way “customer feedback” takes place. One bad review can send your brand into a dark hole, causing a dramatic loss for the business. If other customers happen to find that they’re not the only ones having issues with your company, this can be an even bigger problem. Sometimes, an apology is never enough. Instead, brands must consider rebranding for the sake of saving all they’ve worked for.

Truth be told…
Branding is no piece of cake. This is why many business owners may feel reluctant to invest in it. However, branding is an inevitable part of a brand’s survival, especially in the digital world. If you want your brand to maintain operations, grow and thrive, then you must work for it. And you must change when change is needed.

Editor’s Note: This article was published before the rebranding of The Tinker Hub, formerly known as Zein Design. 

1. What does a typical day in the life of Zein – the mother and the director of her own business – look like?
It’s always a challenge to balance between work and family. I wake up at 6 a.m. to get my son ready for school and arrive at the office by 7 a.m., or at least this was the case before I got pregnant a few months ago. I try to finish everything at the office no later than 3 or 4 p.m. to go back home to cook and spend some time with my son until he goes to bed.

2. How did Zein Design come to be?
I used to work at an agency that treated its employees poorly, so I decided to start my own agency where I now have my own clients and treat employees fairly.

3. How is Zein Design different?
We are a family, not just an employer and her coworkers. Our office enjoys a homey atmosphere where we appreciate working together.

4. What’s your favorite part of your job?
If I had to choose, it would be the fact that I’m close to the people I work, something that pushes us to overcome obstacles together. Sharing things, especially with those who treat the company as their own, always makes things exciting.

5. How do you manage a remote team?
I put my trust in employees. We agree on certain basics regarding the workflow, which facilitates the process for both sides. Over time, I’ve learned how to express anything that concerns me in a diplomatic way.

6. How is it like to manage a multicultural team?
It’s confusing, but interesting. You get to learn things about other cultures, which is very enjoyable. At the same time, it’s crucial to know the importance of respecting others’ differences.

7. What qualities do you look for in an employee?
Self-discipline. Honesty. Good communication skills. Good vibes. Hard work. Respect.

8. What do you think makes a person successful?
A successful person is one who sets their goals and works towards them without comparing themselves to others.

9. What is it like to be a leader?
It is nice but challenging. It’s a challenge to be fair, to be close to people, to lay down the rules, to understand how each person thinks in their own different way, all while trying to spread positivity without affecting the quality of work.

10. What does Zein Design add to its home, Lebanon?
Quality. Innovation. Positivity. Raising Lebanon’s name high. Portraying a good image of Lebanon to the outside world.

We need to talk about the elephant in the room that surfaces when designers and clients meet. It is the result of “feedback” and it can cause a spike in tension in a matter of seconds. You have the designer who has put their heart and soul into crafting something good. And then you have the client who is just not seeing eye to eye with the designer. And so the conflict begins.

Between the designer’s goal to produce an artistic piece and the client’s eye for business, a lot of miscommunication can arise, leading to undesired results. But that doesn’t have to the case. If the feedback loop is clear, concise, and objective, that elephant in the room shall disappear.

Want to save that client-designer relationship of yours? Here is how you should approach the feedback process:

1. Be specific
Avoid saying things like “I don’t like the logo in general” because feedback should never be generic and vague. Instead, you should pinpoint the elements – from big to small – of the design that you believe should be amended. Be as specific as you can because only then will the designer know that your feedback is not targeting their skills. You want to give the designer guidance into where to start with their edits to reach the outcome you had initially envisioned.

2. Be respectful
If you have concerns about the design, think before you speak to the designer. Acknowledge the effort they put into crafting their work. List all the pros and cons of the design to show them where they got things right and where they did not. Maybe consider posing some of the cons as questions to make the designer think about the various ways they could go about the amendments. Turn the feedback into a two-way conversation rather than a speech.

3. Be supportive
No matter what you think of the design, always express your thoughts in a way that won’t put the designer down. That is unless the design is sloppy, then that’s another story. Oftentimes, the designer does a good job but doesn’t necessarily execute in the way you had envisioned. Talk about what you don’t like and explain why you don’t like it. Try to give the designer a reason for your dislikes.

4. Trust the designer
Designers are the experts — after all, they design for a living. Always remember that when presenting your feedback. Don’t address matters in a condescending tone, rather engage in an active discussion with the designer to better understand their perspective on the matter. You will eventually reach a solution.

5. Be realistic
When it comes to design, and everything else in life, there’s always reality versus fantasy. While it is great to dream of the best, not all goals are attainable given certain resources. If you request something and the designer delivers a missing version of that request, ask them about it before making a judgment.

6. Find a middle ground
When you approach a designer with a project, you may have already envisioned what the executed version would look like. Still, you should always take a designer’s opinion into account – because they know best. They have experience in graphic design as much as they do in branding, which means that they know how to make your designs look good while adhering to business goals. Try to keep an open mind and you will most definitely reach a middle ground.

No two humans on the face of this planet can see eye to eye on everything. This is particularly a struggle when it comes to the world of design, specifically between clients and designers. They each have their own set of thinking and their own ideas. But with proper communication, constructive feedback, and respectful discussions, beautiful designs can come to life.

In theory, the idea of handling your business’ branding may sound like a good idea, but in practice, it can really damage your brand’s reputation and hinder your opportunities for growth.

It is understandable that branding, design, and marketing can be costly, but the benefits are surely worth the price tag. This is why hiring a graphic designer or a creative agency is an essential part of any good business. A strong brand strategy is one that has strong visual storytelling – the key to surviving in a sea of competitors. A designer can help you achieve all those things.

If you need more reasons why you should hire a graphic designer, we’re eager to give them to you. Ready?

1. Reach your target audience
Good branding can turn heads. It is the result of powerful visuals. You may have high quality written content, but it won’t get the attention it deserves if it is not complemented with the right visuals. Designers create eye-catching graphics to convey a brand’s identity and spirit, making it easier for consumers to resonate and recognize your brand.

2. Establish a presence
Your brand’s logo is the first thing consumers encounter. Thus, it is essential that your overall branding, which includes your logo, speaks of high quality, and matches your target audience’s style. A good designer will know exactly how to reflect different personas into visually appealing items.

3. Achieve credibility
If a potential customer checks your brand’s social media profile and likes what they see, they’ll probably choose you over competitors. Of course, they will check all your digital channels before making a purchase. This is why your social media channels, website and all other online assets must be consistent in their approach. Only then will your brand gain the credibility it was built to have. Say goodbye to pixelated photos, and say hello to originality.

4. Take an expert’s opinion
Designers know what graphics, concepts, and formats work best and you know what your brand stands for. With proper collaboration, communication and brainstorming sessions, your brand can get the best of both worlds. You want to be sending the right message with the right words and the right visuals. The latter cannot happen without a designer’s input.

In short, if you want to save money, leave your business’ branding out of the budget cuts. Your branding is everything your brand stands for. It is the face of your business. It needs to be the best for your company to reach the top.

Your brand’s products or services may offer top-notch quality, but how can they survive the market trends without unique branding? It is what gives your business identity and meaning, connects you with your target audience, and, above all, adds professionalism to your profile. So, do your best to give people a reason to choose you over competitors. Let a designer help you do that.

The world as we know it has evolved over time. If we take the internet as one example, we can pinpoint the different ways it has evolved from just being a dial-up connection available in a few homes to a human right. A human necessity.

The same logic applies to the business world. Successful businesses must constantly evolve as things around them change. As consumer preferences change. You may have a winning business idea, but that does not mean you will succeed in the long-term. Developing a strategy that ensures gradual growth over time is the main driver behind a good business. The real challenge lies in this process of constant evolution and influence.

Here are a few tips that you need to take into account if you want your business to grow, thrive, and leave a legacy behind:

1. Know your cause
First things first. Ask yourself why you’re starting this business. It is to make money? Or is it to leave your mark and add something of value to the world? Money can incentivize businesses to do great things, but it’s not a sustainable approach. Without a real objective, you will lose motivation down the line.

2. Develop a brand strategy
After determining your goal, think of how you can transform theory into practice. In other words, develop a brand strategy that works as a long-term plan for your brand’s growth. A good brand strategy is one that is flexible, meaning it should be easy to adapt to fit the ever-changing world.

3. Lay out your marketing strategy
It doesn’t make sense to put your heart and soul into something if no one is going to see it. Marketing is as crucial to a business as its own products or services. In today’s highly digital world, establishing a strong online presence via a user-friendly website and influential social media pages can help push a brand out of its shell.

4. Be selective in your hiring
When hiring an employee, it is worth remembering that you are not just hiring talent, but also attitude. Building a team that is passionate about your business as if it were their own is key. Only then will you be able to build a good business that is capable of growth beyond its limits.

5. Invest wisely
Don’t be that employer who spends generously on their business but “saves money” on their employees. Also, don’t be the type of employer who spends money without following some kind of budget. It is all about striking a balance between cash inflow and cash outflow – all while rewarding your employees. Truth be told, money spent on employees never goes to waste; it is actually a long-term investment and growth strategy for your own business.

 6. Be customer-oriented
Your customers are the only people who will keep your business running. They are the reason your boat floats and the reason for your existence. To ensure good user experiences and loyal customer relationships, you must always stay up-to-date with your customers’ needs, interests, and trends to be able to grow and expand in the very same direction.

7. Always strive to be the best
Many businesses start with the best they’ve got until they have reached a certain milestone. After that, the quality and effort of the work drastically declines. The problem with this is the misconception that customers will stick around if they liked your offering the first time. In reality, winning a customer today doesn’t mean they will be your customer tomorrow. You have to prove to them that your value is only spiraling upwards as the days go by. Only then will they stick around.

If you decide to start your own business, spend a decent amount of time researching the ins-and-outs of doing so prior to your launch. Lay out a carefully crafted plan that will guide your present and future – because that is the only way you will achieve your goals. It is a long journey, but an exciting one. Make it count.

If you’re reading this article, you probably already know what an NFT is and are looking for an agency to help out with the marketing side of it. But in case you happen to be a curious reader who may be considering delving deep into the NFT world, this article aims to give you a quick overview of what an NFT is, why NFT marketing is important, and the things needed to succeed.

What are NFTs?

NFTs, also known as Non-Fungible Tokens, are unique digital tokens that people can own, and therefore, serve as proof of ownership of an asset. An NFT cannot be replicated, meaning the owner of a specific NFT is the only one with exclusive access to it. Both brands and artists are jumping on the NFT trend, and that’s not only the reason why you should be doing so as well.

NFTs are selling for millions of dollars, and have built the curiosity of art collectors, gamers, tech enthusiasts, and investors, no matter where they are located on the map. It is also important to note that NFTs are for everyone, whether you’re a fashion brand, a painter, a singer, or a believer in the future of things.

Why is marketing your NFT an important part of its success?

Not all NFTs are worth large sums of money. To get to that point, you need a marketing strategy on hand with proper community management. Social media, influencer marketing, and email marketing are some aspects of a strong social media strategy that must be considered. When all of these are implemented the right way, they can encourage more bids, which ultimately translates into a higher selling price.

Two main NFT advantages for your business:

– They are additional sources of income, no matter the profession.  

– You can directly connect with your audience without the need for an intermediate.

NFT Marketing Strategy: Not easy, but essential

Now that you have a clear overview of NFTs, it’s time to talk about how people or businesses should market them. This step should not be overlooked as no one will buy your NFT unless you market it through various methods and channels.

It is also important to build a strong community and keep them informed about your next move and drops. Community management and building should be included within your marketing and content strategy because without a community, you will not be able to garner more bids and sales.

Here are some of the steps that should be taken into account when building a proper NFT marketing strategy:

1. Build a strong community: This is done through the creation of social media platforms like Telegram, Discord, Facebook, Instagram, and LinkedIn. Once you activate the above, you will need to start sharing informational content about your business and NFTs. Considering NFTs are still a new concept, make sure to include educational content and adopt a storytelling approach. And don’t forget to engage with other creators and your community. It’s time to get social!

2. Conduct Q&A sessions: This will help you engage with your community on different digital platforms like Discord or Telegram.

3. Boost your SEO for more visibility: This step will help you earn a more profitable income, and increase your visibility by appearing in front of buyers and niche audiences that are searching for NFTs similar to yours. Traffic improves popularity and helps in getting more bids.

4. Consider influencer marketing: A lot of people trust the influencers they follow, which is why choosing the right niche influencers can help spread the word about your NFT on various social media platforms. Choosing the right people to collaborate with will lead to an increase in buyers and total bids.

5. Educate your audience about what you do and how your NFTs are unique: That can be done through videos and animations that would clearly explain how your NFTs are unique and why they should buy from you and not someone else.

6. Consider PR: This step is really useful, especially when launching new NFTs. Reach out to the RIGHT media outlets that have the niche audience you’re looking for. You will amass the right reach and exposure.

7. Invest in paid ads: We’re talking about PPC Campaigns or pay-per-click on Search (e.g. Google) and social media. Paid ads will help you generate qualified leads and boost your chances of selling your NFTs or adding users to your community.

8. Use email marketing: To keep your audience well informed about your NFTs and next steps, consider email marketing. This includes welcome emails for new subscribers, as well as the newsletters that will be sent according to your selected sharing frequency.

NFT marketing is not only limited to the above and requires a lot of time to build. This means that you will need a team of marketing experts to facilitate the whole process.

Curious to know more about how our agency’s NFT marketing services can help you leverage your NFT game? Book a free consultation with our experts!