Imagine, if you will, you’re responsible for a company. Let’s say you have your company’s next great idea ready to go. It’s going to change the world and make all the money, but there’s an issue. How do you brand it? What are the steps to get to the next level?
You have a few people in-house that know a thing or two about marketing… Sometimes that’s not enough. There’s a lot to be gained by hiring an agency, but when should you make the call and hire one? We’ve got a few ideas on the subject, so let’s dive into the ins and outs.
Signs You Need to Hire an Agency
Here are a few things to look for when deciding whether you should reach out to an agency or not.
Pivoting to, or Adding a New Target Audience
Adding new service areas can help you appeal to a whole new group of customers. Doing so without any thought towards how you change your messaging to include that new audience could be a missed opportunity.
A merger is another ideal time for some agency help. When two companies love each other very much, they merge into one, and probably leave their existing customers confused. Many of them likely don’t know the merger happened at all and are wondering why the logo on the website is different. Help these wayward souls and clear up their confusion.
It doesn’t matter how great your product is if your target audience doesn’t know about it. If you made the greatest bacon cheeseburger known to man, you wouldn’t serve it at a vegan commune—it’s not what that particular crowd is looking for. Getting in front of as many eyeballs as possible isn’t a bad idea, but it’s all about getting in front of the right eyeballs.
Creating a More Consistent and Fresh Brand Message
Just about any house looks better with a fresh coat of paint. You might not want to change your home’s color every year, going from beige to blue to orange–the neighbors might start to whisper–but you might want to paint it every once in a while to really make it pop.
Some companies have a propensity to vary more and more from their stated brand, or worse, their brand and marketing strategies aren’t keeping up with the times. An agency can help make your brand look brand new.
Nothing can undercut a remarkable product quite like identity missteps. Branding is how the world perceives you and/or your product. Influencing your branding (you can’t outright control it, sorry) and making sure it’s as strong and consistent as possible across every touchpoint can be the difference between a successful launch or a Space X-level explosion at take off.
Stagnant or Declining Sales
We’re sure we don’t need to tell you that in any business, the sales graph should always be trending upward. Sales can start to look flatter than the Kansas plains, or worse, start to dip, if you aren’t careful or get complacent. An agency can help revitalize your business by providing a fresh set of eyes looking through marketing-tinted lenses and generating unique strategies.
The Benefits of Hiring an Agency
Beyond getting to work with some super talented and passionate professionals, there are a few benefits that hiring an agency brings to the table. (Side note: Hiring Mad Genius might come with some pretty good celebratory cocktails at our Drink Tank™. Not actually trademarked, but it looks cool, right?)
Expertise and Experience
Think about the level of expertise your company puts into, well, whatever it is you do. (We’re good, but we aren’t mind readers, we have no idea what you do.) You’re professionals. You’re experts in your field. Creative, branding, web development, and photo/video production are our things. The way you care about [your thing] is the way we care about marketing/branding [your thing].
Access to Advanced Tools and Resources
There’s a lot that goes into our process. Suffice to say, we’ve got more than enough tools and resources to bring to bear. With most agencies, after your campaign is developed, you’re passed off to an outside production company. Not at Mad Genius. We’ve got the latest and greatest in web development software, artists, and the film-quality lighting and camera equipment, right here in house. Mad Genius truly is a one-stop shop.
Making the Call
Ultimately, it’s up to you to assess your specific business goals and needs and make sure they align with an agency’s services. Think about your budget considerations. Sometimes hiring an agency can yield a better ROI for your marketing budget than simply staying the course or working in house.
If you’re ready to talk marketing strategies, branding campaigns, or just get to know us a little better, fill out the form below to set up a meeting. Our geniuses would love nothing more than to chat about how we can help supercharge your brand.
There’s no question that the healthcare industry faces a distinct set of challenges when it comes to branding. A crowded space with delicate emotional realities to navigate, healthcare requires branding that strikes a careful balance between promoting services, building trust, and empathizing with patients’ emotional needs. That’s not easy.
Healthcare Branding is Uniquely Difficult Because It’s a Product People Are Actually Trying to Avoid
Healthcare isn’t like other industries. When the stakes for potential consumers are life and death, the branding calculus needs to change. Specifically, branding in this arena faces three hurdles any healthcare provider must overcome to create the brand identification they want:
Averse Consumer Association
Dealing with sickness, disease, and death, healthcare is a service industry the average consumer prefers not to think about. This is a predicament. How do you develop brand loyalty with an audience that chooses not to think about your brand at all?
Infrequent Consumer Engagement
The average consumer doesn’t regularly use healthcare services. This means the kind of brand identification they might develop with other goods and services through frequent use is less likely with healthcare. You’ve got to stand out fast.
Limited Service Differentiation
When consumers do need to rely on healthcare services, there’s little in the way of services providers can offer that differentiates them from the competition. Why, for instance, drive ten miles farther to get an MRI when the same service is offered right around the corner? What’s your differentiator? In a saturated market of competitors, competent doctors and sophisticated technologies are commonplace and unimpressive.
Differentiate by Leaning Into Emotion
The answer to each difficulty can be found in consumer emotion. If fear, uncertainty, and vulnerability are the dominant emotions consumers experience when thinking about healthcare (and they are), the healthcare provider who can align other, more positive emotions with their brand will be the one to differentiate itself from the pack. In other words, successful healthcare branding will nurture a sense of safety, comfort, hope, and support. But how?
Harnessing Empathy
Empathy is a core element of successful healthcare branding. Understanding patient experiences, concerns, and needs can create a lasting emotional connection. Tailoring brand messages to show genuine concern for patients’ well-being can create a sense of loyalty and encourage positive word-of-mouth referrals. Go beyond traditional logos and slogans and instead highlight patient-centric care with patient stories and testimonials. It’s the story of a lonely widow who found a new friend in her nurse, or the staff member who comforted a frightened child while her parents were in surgery that will resonate with audiences and inspire positive associations with your brand.
Need to see an example of this in action? Check out the Memorial Health System website we built after we worked with them on their rebranding.
Emphasize Amenities and Experiences Instead of Rankings and Technologies
When the quality of medical care and the availability of medical technologies are mostly equal, it’s everything else a healthcare provider offers that makes the difference. How friendly is the staff? How good is the food? How soft are the sheets? How natural is the lighting? How does it smell? How easy is it to navigate the hallways and find the right room? The branding that highlights these things will be the branding that helps mitigate consumers’ deeply ingrained aversion to healthcare facilities and make room for positive brand associations.
If you’d like to see a bit of a healthcare brand story in action, take a look at the Singing River Health System lookbook we put together after working with them on their brand lift.
The Mad Genius Approach to Healthcare Branding
At Mad Genius, we understand that an arms race of rankings and technologies between healthcare providers fails to address the things audiences actually care about. Helping providers redirect their focus to real differentiators, we encourage them to take stock of the emotional needs of patients and the ways their facilities and staff meet those needs.
With these differentiators established, we help healthcare brands artfully tell stories that highlight the comfortable, caring home away from home they provide for their patients. As we said at the beginning, this isn’t easy. But it’s what we do, and we do it well.
If you’d like to talk to one of our identity geniuses about branding, or rebranding, your healthcare organization, just click on the calendar below to schedule a time that works best for you.
Healthcare marketing. If you’re in the game, you know effective promotion of your brand involves walking a couple of tightropes. Tightrope one (and we won’t sugarcoat it): your company makes money when people are sick. For the average consumer, this can sound a lot like misery = money. Not a good look. Tightrope two: your audience doesn’t love thinking about the inevitability of sickness and death. This means your marketing runs the risk of losing them the moment it delves into the uncomfortable realities that make healthcare a necessity for us all.
So, what can we do? Lean into narrative. By tapping into humanity’s innate love of stories, healthcare brands can create compelling and memorable experiences that resonate deeply with their audience. Stories of sickness and recovery, of lives broken and made whole again. Stories of caring men and women who have devoted their lives to helping those in need. Narrative is the answer, and in this blog, we will explore how it can be harnessed to foster meaningful connections with patients and customers.
Healthcare Branding Relies on Narrative, Giving Potential Patients Views into the Brand’s Triumphs
Companies always say trust is everything, but this is especially true for healthcare brands. Patients want to know they’re in the hands of caring professionals—not in the clutches of money-grubbing vultures. With narrative storytelling, you can shed the corporate façade and the audience’s preconceived notions by showing the human side of your organization. By sharing stories of real patients, healthcare providers, and the transformative impact of their services, brands can demonstrate authenticity, foster trust, and build long-lasting relationships.
That’s all fine and good, of course, but how does narrative help your brand sidestep the audience’s reluctance to think about sickness and death? Because your narratives won’t be about those things. They’ll be about people, about families, triumphs of recovery, the unwavering commitment of healthcare providers. When you package your healthcare brand’s services within stories your audience identifies with, you transport the audience into the protagonist’s shoes. You create empathy and emotional engagement. This engagement is crucial for your healthcare brand, as it allows you to communicate your values, mission, and dedication to patient care in a way that connects on a deeper level.
Testimonials Can Be an Effective Tool, But Usually Don’t Achieve the Same Effect as More Nuanced Stories
What about testimonials? Don’t they show the human side? Don’t they create opportunities for the audience to identify and empathize? To a degree. While traditional testimonial videos have been a staple in healthcare marketing, they often fall short in creating a lasting impact. Testimonials may provide essential information, but they often lack the emotional depth that more nuanced stories can offer. When they focus on facts and figures, testimonials miss the opportunity to connect with the audience on a personal and emotional level. The key is narrative: a story with a beginning, middle, and end, with a protagonist, a conflict, and a resolution.
The beauty of storytelling—and what some testimonials struggle to offer—is its ability to surprise and captivate. By introducing unexpected twists, heartwarming moments, or inspiring journeys, healthcare brands can leave a lasting impression on their audience. Such stories are not easily forgotten, and they can create a powerful association with the brand’s identity.
Giving Memorial Hospital an Edge Over the Competition
Creating a powerful brand association is precisely what Mad Genius did for Memorial Hospital. By utilizing imagery of the triumphs of their patients, we helped Memorial appeal to the emotional sensibilities of their potential consumers.
This 60-second ad spot juxtaposes the care that Memorial provides patients with the lives they’re able to enjoy because of that care. First, you see a man struggling to walk while in physical therapy. Then you see him running, outside the hospital and back to his normal routine. You see a pregnant woman being escorted to the delivery room. Then you see parents fawning over their newborn after a safe and successful delivery.
We depict the quality of life that Memorial can help them have, which is what they care most about at the end of the day. By crafting engaging narratives, Mad Genius gave Memorial Hospital an edge over the competition.
Discovering What Makes a Story Emotionally Compelling is Essential for Creating Narrative Healthcare Videos
Crafting narrative healthcare videos requires thoughtfulness and planning. Here are some essential steps to consider:
Unearth Authentic Stories: Identify genuine patient and caregiver experiences that align with your brand’s values and vision.
Build Engaging Narratives: Develop a storyline that follows the classic storytelling structure – introducing a protagonist, their challenges, and how your brand made a difference.
Invoke Emotions: Appeal to your audience’s emotions and create a connection that goes beyond rational considerations.
Stay True to Your Brand: Ensure that the story aligns with your brand’s identity and values, showcasing what makes your organization special.
Professional Production: Invest in high-quality video production to convey professionalism and credibility.
Share and Engage: Distribute your narrative videos across various platforms to reach a broader audience and encourage interaction.
Narrative storytelling is the secret weapon for healthcare brands to create a lasting impact and meaningful connections with their audience. By sharing authentic stories of compassion, resilience, and recovery, healthcare brands can build trust, inspire action, and stand out in a competitive landscape. With Mad Genius at your side, you can embrace the power of narrative storytelling, and let your healthcare brand shine through the magic of a well-told tale.
Reach out today to schedule a free consultation with an experienced cinematic storyteller about the benefits of narrative storytelling.
Rebranding. Think of it like a wardrobe refresh. From time to time, most of us feel the need to buy new clothes. Why? To adapt to changing tastes. To reflect the new person we’ve become over the years. To replace what was once nice but now, well, isn’t anymore. (Yes, Jim in Accounting, we are all aware—because you never fail to mention it—that you’ve been wearing the same clothes since 1998. We get it. You saved a ton of money over the years. Good for you! But how many dates have you gone on lately? Yeah, that’s what we thought.)
What about you? Has it been a while since your law firm updated your branding? Still rocking that website from 2012? Oh, you saved some money? We bet! But how’s the influx of new clients? Not so good, huh? Well, you might learn a thing or two from Jimbo in Accounting. And when it comes to rebranding in the legal space, the first new item of clothes you should consider is your name. (No, Jim in Accounting. This doesn’t apply to you. Your mom named you Jim in Accounting for a reason.)
The Evolution of Legal Firm Branding: From Partner Lists to Marketable Names
Traditionally, branding in the legal field was centered around the names of the partners. Firms were often identified by a list of partners, reflecting the hierarchical structure of the organization. You know what we’re talking about, thrillers like: “Smith, Smith, Smith, and Smith, Attorneys at Law: a Smithville, TN Legal Practice.”
However, as the legal industry became more competitive and client-centric, a shift occurred towards more marketable and memorable names. You know, something like “Veritas Legal Advisors.” Or “Smitty: A Legal Experience.” Or “Smith4 Legal.” We kid on those last two, of course. (Or do we?) Either way,this change to naming practices aimed to establish unique identities for firms that were distinct from the individual partners.
Streamlined Company Names Are More Memorable and More Easily Travel By Word-of-Mouth
Choosing a streamlined company name offers several advantages. Firstly, a concise and memorable name can leave a lasting impression on potential clients. It helps establish brand recognition and makes word-of-mouth referrals easier. For instance, which burger joint is easier to remember and recommend to others? “Five Guys” or “Smith and Sons: Partners in Hamburger Creation”? Exactly.
Secondly, a well-crafted name can lead to better positioning in the market. Moving away from partner names to keywords that highlight the firm’s core expertise can help convey your firm’s specialization and attract the right target audience. For instance, “Workers’ Guardian Legal” stands out from a sea of partner names and immediately suggests a focus on workers’ rights.
Finally, a streamlined name provides flexibility and adaptability as the company evolves. It avoids being tied to specific individuals or areas of practice, ensuring longevity and scalability. You don’t want to be forced into a rebrand every time one of the Smiths at “Smith, Smith, Smith, and Smith, Attorneys at Law” retires.
Story Time: Making the Wise Choice at Wise Carter
Once upon a time, Mad Genius took on a new legal client called Wise Carter Child & Caraway, P.A. Attorneys at Law. A talented firm full of talented people, they were ready for a major rebrand, one that would take them away from the traditional to something modern, catchy, and inviting.
The first step, of course, was their name. After understanding their current branding, the new direction they wanted to go, and their desire to keep their name recognizable to their existing clients, the answer was clear: Wise Carter. It’s quick and catchy. “Wise” does double duty as a partner name and a descriptor of the firm’s reputation for legal wisdom. And it remains true to the firm’s roots while modernizing for new audiences. They were happy. Their clients were happy. We were happy (except for Jim in Accounting; he legally changed his name to The Accountant Formerly Known as Jim, and it hasn’t gone over well).
Rebranding your company is an opportunity for transformation and growth. By rethinking your company’s name, you can align it with your strategic goals, differentiate yourself from competitors, and create a lasting impression in the minds of your clients. Embracing a streamlined and marketable name is a crucial step in the rebranding journey, enabling you to communicate your firm’s values, expertise, and aspirations effectively.
There’s no getting around it: effective communication is crucial for the success of any construction project. One often overlooked aspect of communication is construction signage. These signs play a vital role in conveying important information, promoting brand visibility, and ensuring safety compliance. If you’re experiencing mishaps of any sort around the site, it just might be a sign (get it? It’s a pun, which is a play on words!) that your signage game requires work.
In this blog, we will explore the significance of construction signage, its role in brand recognition, leveraging high traffic exposure, essential design elements, legal requirements, and the importance of safety standards.
The Significance of Construction Signage
First and foremost, construction signage is about helpful communication. Build-sites can be a confusing maze at times. Your signage offers the information that helps workers, visitors, and the public navigate your site. Clear and well-placed signs offer directions, communicate safety instructions, and enhance overall project efficiency. Additionally, they’re a sign (see it? We did it again!) of your company’s professionalism, something that helps promote your positive reputation.
Brand Visibility and Recognition
Remember that M. Night Shyamalan movie, “Signs”? The one with the crop circles and the aliens. Us too. Great flick, right? Good talk.
Signage provides an excellent opportunity to showcase your brand and increase visibility. Like those aliens in “Signs.” The crop circles were signs, you know, advertisements for where to invade and conquer Earth. Totally the same with your signage. Incorporating your company’s logo, colors, and tagline into your signage helps advertise your brand identity. Strategically placed signs around the work site catch the attention of passersby and potential clients, invading their minds, promoting your brand, and generating the brand recognition necessary for your construction company to conquer their next build-project.
Leveraging High Traffic Exposure
Construction sites also offer the opportunity for high traffic exposure. Build sites attract a lot of foot traffic, and they’re often within view of busy car traffic. This all means exposure for your brand. Capitalize on this exposure for marketing and lead generation by incorporating your contact information, website URLs, or QR codes into your construction signage. By doing so, you can direct interested individuals to your online presence, allowing them to easily access more information about your services and get in touch.
Elements to Consider When Designing Your Construction Signage
When designing construction signage, it’s crucial to consider the following elements:
Clarity and Simplicity: Keep your signage clear, concise, and easily understandable. Use legible fonts, appropriate colors, and straightforward messaging. Avoid clutter and ensure the sign’s purpose is instantly recognizable.
Material and Durability: Select durable materials suitable for the construction environment. Weather-resistant materials, such as aluminum or corrugated plastic, are commonly used for construction signage. Opt for sturdy construction to withstand outdoor conditions and potential hazards.
Navigating Legal Requirements for Construction Signage: These regulations may vary based on local, state, and federal laws. Compliance with these standards is essential to avoid penalties and maintain a safe work environment. Consult legal professionals or local authorities to understand the specific requirements applicable to your construction site.
Understanding Local Signage Regulations: Each locality may have its own set of regulations regarding the placement, size, and design of construction signage. Some municipalities may require permits for certain types of signage. Familiarize yourself with local signage regulations to ensure compliance and avoid any potential violations.
Ensuring Compliance with Safety Standards: While construction signage plays a crucial role in brand promotion and communication, it is equally important for safety compliance. Construction sites present numerous hazards, and appropriate signage helps mitigate risks and alert individuals to potential dangers. Clearly mark hazardous areas, provide safety instructions, and display emergency contact information to ensure the well-being of workers and visitors.
And Now You Know
The signs are all there. Effective construction signage is a critical investment for construction companies. They not only enhance communication and safety standards, but also promote brand visibility and recognition (invade and conquer those minds, baby!). By carefully considering design elements, adhering to legal requirements, and prioritizing safety, construction professionals can leverage signage to maximize project efficiency, establish a strong brand presence, and create a safer work environment.
Reach out today to schedule a free consultation with an experienced signage savant about the benefits of clear construction communication.
College websites are difficult to make, but with proper planning and strategy, you can build a great one. The trouble is, these types of websites have to perform many tasks for several types of users. How can you please as many people as possible? Carefully.
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User Focus
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Easy Navigation
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Fresh Content
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Responsive Design
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Accessibility
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Searchability
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Consistent Branding
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Avoiding These
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Great College Websites Are User-Focused
With enterprise-level websites like those with .edu on the end, many cooks end up in the kitchen. For the most part, each particular cook is mostly thinking about their own particular sauce. A faculty member may want to see one thing and a dean may want to see another. If you don’t pay attention to the students’ sauce? Well, in the great words of Gucci Mane, “If you don’t got the sauce then you lost.”
To find out how to make your website focused on the user, start doing some research. Who are the “power users” of your website? What do they use the website for? How could you make their experience even better in the next redesign?
To answer these questions, we have a list of common power users for college websites below.
Prospective Students
About Prospective Students
Prospective students are the most important audience for a college website. Full stop. They are the ones who will be making the decision about whether to attend a college, so it is critical to make sure that the website provides them with the information they need to make an informed decision. Prospective students may be high school students, current college students, or adults who are looking to change careers.
What Prospective Students Want
Prospective students are often the number one focus for college websites, as recruiting success is paramount. Elements they want to see on a college website include:
Clear and accessible information about academic programs, admission requirements, and application procedures
Financial aid information, so they can know how they can afford to attend the college
Virtual tours and multimedia content showcasing campus facilities, student life, and the overall campus experience
Student testimonials and success stories to help prospective students envision themselves at the college
Current Students
About Current Students
Current students of a college are individuals who are presently enrolled in the college. They may be full-time students, part-time students, or graduate students. Current students may also be undergraduates, graduate students, or professional students. Keep the demographics of your current students in mind when creating your content.
What Current Students Want
Current students are interested in finding the following on a college website:
Quick access to student portals
Academic information about courses, majors, minors, and requirements
Student life information about clubs, activities, and events
Financial aid information on scholarships, grants, loans, and work-study
Resources such as tutoring, counseling, and health care
Technology resources like computer labs and printers
Contact information for the college’s offices and departments
Comprehensive academic calendar with key dates, deadlines, and events
Events calendar to keep students informed about lectures, workshops, social events, and clubs
Emergency and school closure information
Faculty & Staff
About Faculty & Staff
The faculty and staff of a college or university include professors, lecturers, instructors, administrators, professionals such as librarians, counselors, and financial aid officers, and support staff.
What Faculty & Staff Want
Faculty and staff of your college visit your website to find:
Faculty and staff directory with contact information and expertise areas
Tools such as course management systems
Secure portals or intranet with email access, human resources information, and professional development opportunities
Policies and procedures related to hiring, promotion, and tenure
Information on college resources such as libraries, computer labs, and research facilities
News and updates such as new hires, awards, and publications
Alumni
About Alumni
Former students of a college or university are an important part of the college community. They can provide guidance and support to current students, and they can help to promote the college to prospective students. They can also be a valuable resource for networking and development.
What Alumni Want
Alumni want to stay connected to their alma mater, and they can do that if the website includes information about:
Attending reunions
Donating to the college to support academic programs, student scholarships, and campus facilities
Channels to stay connected such as newsletters, alumni associations, and mentorship programs
Networking opportunities and career services
Alumni success stories with information on their contributions to various fields
Parents & Families
About Parents & Families
Parents and families are a significant part of the college process, and they want to see information that will help them make the best decision for their child.
What Parents & Families Want
The goal is to provide parents and families with the information they need to make an informed decision about whether to send their child to the college. By providing clear, concise, and up-to-date information, a college website can help to ensure that parents and families can make the best decision for their child’s future. Some of the things that parents and families want to see on a college website include:
Academic information to see what they have to offer and how their child’s interests align with the programs offered
Student life information to get a feel for what it would be like for their child to live and learn on campus
Tuition, financial aid, and payment options to address their financial concerns
Safety, housing, and support services available to students
Frequently asked questions, important contacts, and resources to help them stay involved and informed
Community Members & the General Public
About Community Members & the General Public
Community members and the public are also interested in learning more about the college, but they may be looking for different information than prospective students and parents.
What Community Members & the General Public Want
Members of the public may want to see specific information that is relevant to their interests. This may include:
Community impact, such as economic impact and volunteer programs
Event calendars and activities such as concerts, plays, lectures, and other events that are open to the public
Facility information for the library, gym, theater, and other facilities open to the public and how they can use them
Historical information for people who are keen to learn more about how the college has shaped the community
Public access to campus maps and visitor information
Opportunities for continuing education, professional development, or community involvement
Great College Websites Are Easy-to-Navigate
Navigation Labels
Use clear and concise labeling so that users can quickly identify where they would like to go. For example, if your college marching band has a unique name that doesn’t “scream” marching band, just use “Marching Band” in the navigation so that prospective students won’t have to know it beforehand.
Logical Structure
Organize navigation items in a logical hierarchical structure. Group related pages or sections together, and use submenus or dropdowns when necessary to provide deeper levels of navigation. At the same time, minimize the number of clicks that a person needs to use to reach the information they need. If it makes sense to do so, avoid an additional level of navigation.
Use Breadcrumbs & Visual Hierarchy
Another way to make websites easier to read that are often three or four levels deep is to use breadcrumbs. These provide users with a trail of links to show their current location and enable easy navigation back to higher-level pages. In addition to breadcrumbs, add visual cues to establish hierarchy. You can differentiate second and third level items through font weight, size, color, and icons.
Great College Websites Have Updated Content
Nothing destroys a college’s reputation with a prospective student or employee more than outdated or incorrect information.
A college website should aim to provide comprehensive and relevant information to prospective students, current students, faculty, staff, and other stakeholders. While the specific information may vary based on the institution’s size, location, and offerings, here are some essential elements that should be included on a college website:
About the Institution:
Mission and vision statements
History and background of the college/university
Accreditation and academic affiliations
Leadership and administration details
Campus facilities and resources
Academic Programs:
List of undergraduate and graduate programs offered
Descriptions of each program, including majors, minors, and concentrations
Faculty profiles and their areas of expertise
Academic departments and schools
Admissions Information:
Admission requirements for different programs and degrees
Application procedures and deadlines
Information for prospective students (e.g., campus tours, virtual visits, open houses)
Scholarships, financial aid, and tuition costs
Student Life:
Student organizations and clubs
Athletics and intramural sports
Housing and residential life
Campus events and activities
Health and counseling services
Career services and internships
Academic Support:
Library resources and services
Academic advising and support centers
Research opportunities
Study abroad programs
Internship and co-op programs
Faculty and Staff Directory:
Contact information for faculty and staff members
Faculty profiles, including their qualifications and research interests
Campus Facilities and Resources:
Campus maps and directions
Information about libraries, laboratories, and research facilities
Computing and technology resources
Dining options and meal plans
Campus safety and security information
News and Events:
Latest news and announcements
Events calendar, including academic and social events
Publications and newsletters
Alumni and Giving:
Alumni engagement programs
Alumni success stories
Ways to give back to the institution through donations and fundraising
Contact Information:
General contact details (phone number, email address)
Specific contact information for different departments, offices, and services
Great College Websites Have Responsive Design
A responsive design is crucial for a college website due to the widespread use of various devices with different screen sizes, such as desktops, laptops, tablets, and mobile phones. Here are some reasons why responsive design is important for a college website:
Enhanced User Experience: A responsive design ensures that the website looks and functions well on all devices, providing an optimal user experience. Users can access the website and navigate its content without any usability issues, regardless of the device they are using.
Mobile Usage Trends: Mobile devices, such as smartphones and tablets, are increasingly used for browsing the internet. By adopting a responsive design, the college website can cater to the growing number of mobile users and deliver a seamless experience.
SEO Benefits: Search engines favor mobile-friendly websites in their search results. A responsive design improves the website’s visibility and ranking in search engine results pages (SERPs), positively impacting its organic traffic and online presence.
Cost and Maintenance Efficiency: Maintaining a single responsive website is more efficient than creating and maintaining separate desktop and mobile versions. It reduces development and maintenance expenses, as changes or updates can be implemented across all devices simultaneously.
To ensure effective implementation of responsive design elements, consider the following best practices:
Mobile-First Approach: Begin the design process by prioritizing the mobile experience. Start with the smallest screen size and then progressively enhance the design for larger screens. This approach ensures that the website is optimized for mobile users.
Fluid Grid Layouts: Use a fluid grid system to create flexible and proportionate layouts that adjust seamlessly across different screen sizes. This allows the website’s content to adapt and maintain its integrity while accommodating various devices.
Flexible Images and Media: Optimize images and media files to be flexible and responsive. Use CSS techniques, such as max-width: 100%, to ensure that images and media scale proportionately based on the device’s screen size.
Breakpoints: Define breakpoints in the design where the layout adjusts based on different screen sizes. These breakpoints help ensure that the content is presented in the most optimal and readable format for each device.
Readability and Interaction: Ensure that text, buttons, and interactive elements are appropriately sized and spaced for easy readability and interaction on smaller screens. Consider touch-friendly design elements, such as larger buttons, to accommodate mobile users.
Performance Optimization: Pay attention to performance optimization for faster loading times on mobile devices. Compress images, minify CSS and JavaScript files, and leverage caching techniques to improve website performance.
Testing across Devices: Thoroughly test the website on various devices and screen sizes to ensure a consistent and satisfactory user experience. Test navigation, readability, interactions, and functionality across different devices to identify and resolve any issues.
By adhering to these responsive design best practices, a college website can provide a seamless and user-friendly experience across a wide range of devices, accommodating the needs and preferences of its diverse audience.
Great College Websites Are Accessible
Website accessibility allows individuals with disabilities to access your website’s content and functionalities. Millions of people in the United States use a screen reader to read websites that they cannot properly see, and closed captions benefit people who are hearing impaired as well as those who aren’t. We will go into more detail about why web accessibility is important for college websites and how to achieve it for yours.
Why Accessibility Is Important for College Websites
It is crucial for a college website to be accessible to ensure that all individuals, including those with disabilities, can access and interact with the website’s content and functionalities. Here’s why accessibility is important for a college website, along with best practices to follow:
Inclusivity and Equal Opportunity: Web accessibility promotes inclusivity by ensuring that people with disabilities have equal access to information and services provided by the college website. It supports the principle of equal opportunity for all individuals, including students, faculty, staff, and visitors.
Legal and Regulatory Compliance: Many countries, including the United States (under Section 508 of the Rehabilitation Act) and the European Union (under the Web Accessibility Directive), have laws and regulations that mandate web accessibility for public sector organizations, including colleges and universities. Compliance with these laws is essential to avoid legal consequences.
Positive Reputation and Brand Image: Demonstrating a commitment to accessibility enhances the reputation and brand image of the college or university. It showcases an institution’s dedication to diversity, inclusivity, and providing equal access to education and services.
Improved User Experience: Web accessibility benefits all users, not just those with disabilities. By following accessibility best practices, the website becomes more user-friendly, intuitive, and easier to navigate. It can enhance the overall user experience for everyone, regardless of their abilities.
Here are some best practices to follow to achieve web accessibility for a college website:
Compliance with Web Content Accessibility Guidelines (WCAG): Follow the internationally recognized WCAG guidelines, which provide a comprehensive set of accessibility standards. Aim for compliance with at least WCAG 2.1 AA level.
Alternative Text for Images: Provide descriptive alternative text (alt text) for images, allowing screen readers to convey the image content to users with visual impairments.
Proper Heading Structure: Use proper heading structure (h1, h2, etc.) to create a logical and hierarchical organization of content. Headings help users navigate and understand the website’s structure, particularly for users relying on assistive technologies.
Keyboard Accessibility: Ensure that all functionalities and interactive elements can be accessed and operated using a keyboard alone, without relying on a mouse or other pointing devices. This is crucial for individuals with motor disabilities or who cannot use a mouse.
Color Contrast: Maintain sufficient color contrast between text and background elements to ensure readability for users with visual impairments. Use tools or online color contrast checkers to evaluate and adjust the contrast ratios.
Captions and Transcripts: Provide captions or transcripts for multimedia content, such as videos and audio files, to make them accessible to individuals with hearing impairments or those who cannot access audio.
Forms and Inputs: Design forms and input fields to be accessible, including proper labeling, clear instructions, and error messages. Ensure that form controls can be easily navigated and completed using assistive technologies.
Consistent Navigation and Structure: Maintain a consistent and predictable navigation structure throughout the website. Clearly indicate the user’s current location and provide a skip navigation option for screen reader users.
User Testing and Feedback: Conduct user testing with individuals with disabilities to gather feedback and identify areas for improvement. Incorporate accessibility considerations throughout the design and development process.
Accessibility Statement: Include an accessibility statement on the website, outlining the institution’s commitment to accessibility, providing contact information for accessibility concerns, and sharing information about available accommodations.
By implementing these best practices, a college website can significantly improve its accessibility and ensure that individuals with disabilities can access and engage with its content, services, and resources.
Great College Websites Are Searchable
Imagine that you need or want to do something on a college website. If you can’t navigate to the correct page, your next best bet is to use the college’s search bar feature. If you can’t find it after that, you may consider giving up. That’s the precise moment we want to avoid.
Why Search Is Critical for College Websites
Quick and Efficient Information Retrieval
A searchable website allows users to find specific information quickly and efficiently. Users can enter relevant keywords or phrases in the search bar to retrieve relevant content, saving time and effort compared to navigating through menus or browsing multiple pages.
Enhanced User Experience
A search feature improves the overall user experience by providing a convenient way to locate desired information. Users who have a specific query or are looking for specific resources can easily find what they require, increasing satisfaction and reducing frustration.
Accommodation of Diverse User Needs
Different users have different information needs and preferences. A search function caters to those who prefer searching to browsing, empowering them to access the information they need in their preferred manner.
Handling Large and Complex Websites
College websites often have vast amounts of information, including numerous pages, documents, and resources. A search feature becomes essential for navigating such large and complex websites effectively.
Important Search Features
Prominent Search Bar & Search Results
Position the search bar prominently, preferably at the top of the website, where it is easily visible and accessible on every page. Use a magnifying glass icon or other recognizable symbol to indicate its purpose. The display of the search results should display in a clear, organized manner. The search results may include the page title, a snippet, and some relevant metadata for users to contextualize the results and evaluate the relevance of each search result.
Smart Search
Instead of a simple keyword search bar, use an intelligent search functionality that utilizes technologies like natural language processing. Or, consider using semantic search to enhance the accuracy and relevance of search results.
Speed and Reliability
Fast and Reliable Search Results: Optimize the search feature to deliver quick and accurate search results. Use efficient search algorithms, caching mechanisms, and server-side optimizations to ensure fast response times, even with large amounts of content.
Autosuggest
Autocomplete and Suggestions: Implement autocomplete and suggestions in the search bar to assist users in formulating their queries. This feature can help users by suggesting popular or relevant search terms as they type, improving search accuracy and efficiency.
Filters
Use advanced filters and sorting options that allow users to refine and narrow down their searches. Users should be able to filter results based on categories, dates, file types, and other relevant attributes.
Analytics
Properly track your site search in Google Analytics 4 and monitor its usage. You’ll be able to gain insights into your site’s user behavior, popular search terms, and areas where users may be struggling to find the information they need. This data can help identify areas for improvement and optimize the search experience.
Great College Websites Have Consistent Branding
Keeping your brand standards consistent across your website is a part of maintaining and strengthening your college’s brand equity.
Why College Website Branding is Important
Brand Recognition and Recall: Consistent branding elements such as logos, color schemes, typography, and visual styles help create a cohesive and memorable identity for the college. This promotes brand recognition and recall among website visitors, making it easier for them to associate the website with the institution.
Professionalism and Credibility: Consistency in branding instills a sense of professionalism and credibility. When the website reflects a unified brand image, it conveys a message of reliability and trustworthiness to prospective students, parents, faculty, staff, and other stakeholders.
Cohesive User Experience: Consistent branding across different pages and sections of the website ensures a cohesive user experience. It provides users with visual cues that they are still within the same institutional context, reducing confusion and enhancing usability.
Strengthened Institutional Identity: By maintaining consistent branding, the college website reinforces the institution’s identity and values. It helps align the website’s visual presentation with the overall brand strategy, fostering a sense of pride and unity among stakeholders.
Website Branding Best Practices
To maintain a consistent brand identity throughout your website, you must establish brand guidelines and then adhere to them. Below is a list of best practices that, if followed, will help maintain your branding:
Logos
Use your official logo prominently and consistently throughout the website in the correct format, resolution, and color scheme as outlined in your brand guidelines.
Colors
Apply the institution’s designated color scheme consistently across the website. Use the official colors for headings, backgrounds, buttons, links, and other design elements. Avoid introducing additional colors that deviate from the brand palette.
Typography & Fonts
Define a set of typography guidelines to maintain consistency in font styles and sizes. Use specific fonts recommended in the brand guidelines for headings, body text, and other text elements. Consistency in typography contributes to a cohesive visual identity.
Visual Style & Imagery
Establish a consistent visual style for images, illustrations, and graphics used on the website. Use similar filters, image treatments, or graphic elements to maintain a unified visual language. Ensure that the chosen visual style aligns with the overall brand identity.
Design Templates
Create design templates or components that follow the brand guidelines. These templates can be reused across different sections or pages of the website to ensure consistent layouts, styles, and visual elements.
Coordination With Other Channels
Align the website’s branding with other marketing and communication channels used by the college, such as social media profiles, print materials, and campus signage. Consistency across various channels reinforces the overall brand identity.
Regular Audits & Updates
Conduct periodic audits of the website to ensure that all pages and sections adhere to the brand guidelines. Update any outdated or inconsistent branding elements promptly.
Training
Provide training and clear communication to website administrators, content creators, and other relevant stakeholders about the importance of consistent branding. Educate them on how to implement and maintain brand guidelines on the website.
Great College Websites Don’t Need
What makes a website, specifically a college site, truly annoying? If you are a prospective student, and you happen upon these, it can make a terrible first impression. Below is a list of things to avoid on your college website at all costs, or be prepared to suffer a worsening bounce rate.
Stock Photos
They have their time and place, definitely, but stock photos for a university website are a no-go. People can sniff inauthenticity from a mile away, and then they won’t trust anything else on your website. Prospective students want to see the real college, real campuses, real students, and real experiences they can look forward to at your school. Build up a library of images for your website and other marketing materials with professional photography.
Excessive Pop-Ups
Have you ever loaded a webpage and seen the information you need on the screen, only for it to be covered by pop-up after never-ending pop-up? Pop-ups can take a perfectly easy-to-navigate, pleasurable browsing experience into something that makes you want to throw your mouse across the room. Yes, we probably need to accept your cookies for legal reasons, but after that, beware. Emergency alerts are for emergencies. The following frequently used pop-ups are not emergencies:
Signing up for your newsletter
Chatbots that open automatically and block the screen
Graphics to promote a new feature of your website
Excessive Jargon and Acronyms
If someone doesn’t already go to your school, and you use a lot of your own acronyms and internal jargon, they will have no idea what you’re talking about. Say, for example, you work for Minnesota State, and your mascot is the Screaming Eagles. If you brand your freshmen orientation as “Fledgling Freshmen” or “Eager Eaglets,” you still need to have the words “freshmen orientation” somewhere in or near the title so that people don’t get confused. Take it easy on parents who have to take off from work and watch their children leave the nest.
Complex CAPTCHAs
When users are trying to log in to parts of your website or submit forms, use simpler and more user-friendly CAPTCHAs and other security features. Did you know that 19 percent of American adults quit during a transaction because of a difficult CAPTCHA? These features can cause serious and consequential user experience problems.
Unoptimized PDFs
Have you ever needed to fill out a form, but the form is just a flat PDF that looks like it was photocopied, scanned, printed out, and photocopied again? We are over twenty years into the new century, so it’s beyond time to post professional, interactive PDFs that people can save and fill out on any device.
Our advice is to avoid PDFs entirely by transferring PDF content into your website pages and using styled web forms, but if you must, you can use Adobe Acrobat Pro to create accessible PDFs and then test them.
Talk to a College Website Specialist If you have looming questions about making a website for your college, join us for a free 30-minute Q&A with a college website specialist.
Brand equity. It’s a bit more than face paint and wacky mascots. Brand equity is that intangible, but always valuable, essence brands build over time through consistent messaging, design, and experiences. For colleges and universities, it is impossible to overstate the importance of brand equity within today’s hyper-competitive academic landscape. Branding plays an essential role in maintaining positive reputations, attracting students and faculty, and highlighting unique identities. It keeps you looking good.
Brand standards guides are comprehensive documents that outline the visual and verbal elements of a brand.
Mad Genius believes that creating and updating comprehensive brand standard guides offers a powerful means for colleges to safeguard their brand equity and reach target demographics. Let’s discuss what brand standards guides are, their key elements, and how they protect and strengthen your college’s brand.
What Is a Brand Standards Guide? A How-To Manual for Your Brand Identity
Brand standards guides are comprehensive documents that outline the visual and verbal elements of a brand. They provide guidelines on how those elements should and, sometimes more importantly, should not be used consistently across all communication channels and platforms.
In the context of colleges, brand standards guides establish a set of rules and recommendations for maintaining a consistent and cohesive brand identity across everything from merchandising to email signatures and letterhead.
These guides serve as a reference tool for anyone involved in representing the college’s brand, including:
Marketing and communication teams
Designers
Faculty
Staff
External partners
Brand standards guides ensure that everyone understands and follows the established guidelines to create a unified and recognizable brand presence.
Accomplishing this requires an exhaustive guide of the kind Mad Genius created for Itawamba Community College (ICC). As we explain the elements of a brand standards guide, we’ll provide some examples from the one we created for ICC.
Logos: Your College’s Visual Calling Card
A sticker on a car window to support the team. A pin on the lapel of someone’s business attire. Letterhead on a grant proposal to fund cancer research. Logos are the visual representation of a college’s brand identity and serve as a powerful symbol that students, alumni, and the public associate with the institution.
Many people take pride in their school logo and all that it stands for. With brand standards guides, colleges and universities can ensure their supporters and partners have access to up-to-date logos, so they can share their pride with confidence and accuracy.
In an easy-to-follow format, our ICC book describes proper usage, variations, and restrictions related to logos, as well as guidelines for size, placement, clear space, and minimum dimensions.
Primary Logos and Logomarks, ICC Brand Standards Guide
These guidelines ensure consistent and impactful representation across all platforms and help colleges prevent the misuse or distortion of logos. Doing so keeps logos instantly recognizable and protects brand integrity.
Restricted Logo Usage, ICC Brand Standards Guide
Colors: The Emotional Heart of your Brand
Colors aren’t just for that aforementioned face paint (though, people who apply Pantone-accurate masks should be applauded). They play a significant role in creating an emotional connection with your audience and evoking powerful feelings. Case in point: an alumnus from your institution or a diehard fan of your team knows the exact shade of red or blue or orange in your logo or lettering. Those colors mean something profound to them, something difficult to put into words—and they know when they’re not right.
Primary Colors, ICC Brand Standards Guide
A Mad Genius brand standards guide establishes a primary color palette that reflects your college’s values and identity. It specifies the exact values (Pantone, RGB, CMYK, or hexadecimal) of each color, ensuring consistency across various media. Additionally, the guide provides information on secondary colors, accent colors, and appropriate color combinations. By adhering to the defined color palette, colleges can create a visually harmonious brand presence that reinforces brand recognition and differentiation.
Typography: Text-Based Personality
Like colors, a college’s typography offers a shortcut to instant brand recognition by enhancing brand identity and reinforcing brand personality. A Mad Genius brand standards guide specifies the primary typefaces to be used for:
Headings
Subheadings
Body text
Pull quotes
Captions
Any other relevant typographic elements
It also provides font sizes, line heights, and letter spacing to ensure consistency in typography across different communication channels. Finally, the guide provides guidelines for appropriate font pairings to maintain visual harmony and readability.
Font and Typography, ICC Brand Standards Guide
Protecting and Enhancing Your Brand Equity
Consistent typography, when paired with correct logos and accurate colors, builds a cohesive brand experience that sets your college apart from the other players in a crowded field. That’s where we come in. A Mad Genius brand standards guide helps you easily define and enforce guidelines for logos, colors, and typography (and more, when necessary). These guides ensure consistency across all brand touchpoints, reinforce recognition, and foster trust among stakeholders. When all parties involved in representing your college’s brand adhere to these guidelines, the institution benefits from a unified and powerful brand presence.
Talk to a Genius About Your Brand Standards
Partnering with Mad Genius to develop and implement a brand standards guide can prove an essential step to protecting and enhancing your college’s brand equity. It’s also really fun. And remember, protecting brand equity is an ongoing process. Regularly reviewing and updating your brand standards guides to adapt to evolving trends and technologies will help your college stay relevant and maintain a strong brand identity.
If you have additional questions about your brand standards, join us for a free 30-minute Q&A with a genius that can help get you started.
The first step in every business—regardless of what they do, where they are, or how many people work there—is to create an identity. This is how the public will come to identify that company’s brand. It’s important to take great care when creating an identity, and to consider all the necessary elements a business requires. At Mad Genius, this collection of assets and standards is called a brand identity package.
While the specific elements may vary depending on the brand and its requirements, common components of a brand identity package are logos, packaging and labels, and brand photography.
These elements collectively work together to create a cohesive and recognizable brand identity, conveying the brand’s values, personality, and visual style consistently to the target audience.
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Logos
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Packaging and Labels
3
Brand Photography
Logos
Your farm requires a logo—a unique visual symbol that is both memorable and easy to recognize.
About Farm Logos
A professional logo design is a big investment, especially for young farms. Still, If you intend to spend time and money marketing your farm and farm products, logos are a necessary investment. A well-designed logo is the foundation of your farm’s brand, and it has many functions in the marketing of your farm and its products.
Brand Recognition & Credibility
Any time someone interacts with your brand, they will see your logo. If the logo is memorable, they’ll begin to recognize you. By taking your branding seriously, customers will see that you take your business seriously. So, while you are building brand recognition, you are also building credibility with customers.
For example, if you enjoy one product by a particular brand, you may recognize the logo on another product and buy it because you trust that it will be of the same quality.
Differentiation
Grocery shelves are more competitive than ever. Consumers have more options than they know what to do with. Stores are relying on data analytics to choose which products are available for sale, and they will prioritize their private labels before yours. A distinct logo, alongside unique packaging, will help your farm’s products stand out from competitors.
Storytelling
A logo can convey important messages and stories about your farm. It can incorporate elements that reflect your farm’s values and unique selling points, providing customers with a glimpse into what you stand for. This can create an emotional connection with your customers and enhance their overall experience.
Versatility
A well-designed logo is versatile. It can be scaled for different sizes and adapted across for both product packaging and marketing materials. Consistency in branding across platforms helps strengthen your farm’s identity and reinforce its presence in the market. Here are just some of the touchpoints people will have with your logo:
Product labels
Signage at a farmer’s market
Advertisements
Billboards
Coupons
Social media icons
Mad Genius Logo: Ritter Farms
Ritter Farms wished to create a logo and branding system that introduced a fresh, versatile graphic language that was also highly scalable and versatile enough to translate effectively across print, digital, retail, and other media.
After exploring multiple icon systems, design styles, and other touchstones via a “mood board” exercise that helped narrow their vision, they narrowed their choices to three designs. They ultimately chose the “Circle R” mark because it offers the most flexibility across all marketing channels, would have the strongest presence on the shelf, and could be easily trademarked.
The final logo system revolves around the unique “R for Ritter” monogram that hearkens back to the style of signage circa 1886, the year Ritter Agriculture was founded. Both primary and secondary versions of the logo are built in the style of a traditional circular stamp or button—often associated with the kind of hand-tended, artisan quality products offered by Ritter farms. The logo typography is set in the Futura font, the same typeface used across the Ritter family of companies. Lastly, a simple color palette of navy and earth tones was created in order to give Ritter Farms a fresh personality, informed by history and good, old-fashioned American ingenuity.
Farm Logo Design Elements
Logo design for farms is an incredibly thoughtful process. Throughout, we keep in mind that your logo will be seen by everyone who interacts with your brand, from wholesale buyers to store employees to customers.
Farm products are often associated with qualities like freshness, quality, and trustworthiness. The logo design should aim to convey these attributes through its visual elements. Clean, straightforward designs with clear typography and simple, recognizable icons can help establish a sense of trust and reliability.
Below are some main elements designers work on while creating your mark.
Icon or Symbol: Most logos have an icon or symbol that represents the brand. It can be an abstract shape, a literal representation of a product or service, or a stylized depiction of an object. Icons help create visual recognition and association with your brand. Farm logos may incorporate icons and symbols specific to what types of products they sell. For example, if you own a dairy farm, you may include cows or milk-related imagery in your logo to convey that you sell dairy products. If you don’t sell dairy products, add nature-inspired elements that evoke your farm. These may include plants, crops, vegetables, animals, or farm-related objects such as tractors.
Wordmark & Tagline: A wordmark is a type or version of a logo that uses text to convey your identity in a unique or visually appealing way. Many farms use a combination of wordmarks and icons to create a versatile series of identity standards that can be used in any given situation. If you’re looking for a word or phrase that can sell your brand and accompany your logo or wordmark, then you need a tagline. This short quip can be used, often in a clever way, to align your brand with the standards of your audience, make a note about your product or service differentiators, or even just tell an audience what it is you do.
Fonts & Typography: A great way to convey your farm’s personality is through your logo’s font choice and how it is arranged (typography). If your farm is more traditional, for example, a classic serif font may be the way to go. On the other hand, if your farm is a little wacky, and you find your free-range chickens laying eggs in the mailbox and not the nesting box, maybe a modern sans-serif font or custom lettering is more appropriate. Whatever you choose, make sure it is legible and appropriate for your brand’s image.
Color Palette: The color palette for farm logos should evoke your farm while also creating a visual impact. Farm products often have a rustic or organic appeal, and the logo design can reflect this aesthetic. Many farms select earthy tones, textured backgrounds and hand-drawn elements to evoke warmth and authenticity.
Shape, Composition & Scale: Visual balance and harmony are the name of the game in logo design. Your logo’s “lockup” includes your icon or symbol and any wordmarks or taglines. You may have separate lockups for different purposes, i.e., circular for Instagram and Facebook, square for LinkedIn, rectangular for packaging, etc. Each lockup needs to be carefully arranged to create a balanced design. A logo should be designed to be scalable, meaning it can be resized without losing its legibility or visual impact. It should work well in different sizes, from small applications like social media icons to large formats such as billboards or signage.
Negative Space: Logos include negative space, which is the area surrounding and between the design elements. An effective use of negative space can add depth and improve readability. Skillful incorporation of negative space can make a logo more visually interesting and memorable.
Simplicity: Simplicity is key in logo design. A simple and clean design tends to be more memorable and versatile. By avoiding unnecessary complexity and visual clutter, a logo can have a stronger impact and be more easily recognized and remembered.
Originality: Creating a unique and original logo is important to avoid confusion with other brands and establish a distinct identity. It should stand out from competitors and be instantly recognizable as belonging to a specific brand.
Mad Genius Farm Logo: Superior Catfish
Superior Catfish is a farm collective that sells catfish. They grow one thing, and they do it very, very well. They were expanding their operation and wanted to evolve their brand identity to have it match their product quality. Mad Genius partnered with them for the project, beginning with their logo design. Our design process applies much of what we’ve discussed above in terms of what constitutes a great logo.
Superior Catfish Logo, 1994-2022
Superior Catfish Logo, 2023
Differentiation
Superior Catfish’s logo needed to stand out on the shelf. There is no doubt—catfish are cool looking, and cartoon catfish are doubly so. However, when you pass the frozen fish section, most catfish brands have a catfish in their logo. In fact, their previous logo had one. Our mission at Mad Genius is to deliver the unexpected to our clients, so we designed a logo that evokes a catfish without actually including one.
Simplicity & Originality
Once you realize that the S and the second R that bookend the logo are catfish barbels (the “whiskers”), your brain is gonna light up like a Christmas tree. The logo is exactly like Superior’s values and farming operation—balanced, uncomplicated, and straightforward. They sell catfish, and it’s great. Superior, even.
Versatility
The colors, Saddle (PMS 463 C) and Brass (7407C), are neutrals that can be used to create a variety of looks and feels on a varying of materials such as packaging, brochures, flyers, ads, websites, and billboards. These colors are easy to read and understand as well as less likely to become dated.
Free Logo Help from Mad Genius Want some advice about your logo and brand identity? We’d love to help. Schedule a free, 30-minute Q&A with a person who helps make them.
Packaging is powerful. Case in point: if you’re handed a box in the Pantone color #1837, you know that you’re being given an expensive piece of jewelry. Why? Because Tiffany & Co. have established their brand identity on the color, and all of their gift boxes are this shade of robin’s-egg blue. Just from the packaging, you’ll know that whatever is inside is both well-made and valuable.
Packaging is part of the experience of purchasing a product, as well as the physical representation of your brand. Make sure your customer’s experience with your product is a memorable one. Before we talk about designing, let’s talk about the types of packaging you need to consider.
Types of Farm Packaging
There are two major types of packaging for farm products: product packaging and shipping packaging.
Farm Product Packaging
Your farm may require packaging for fruits, vegetables, milk and dairy, as well as specialty items. The packaging should convey necessary information as well as provide a visually appealing presentation. Packaging for meat and poultry should also be approved for irradiation. Packaging types for fruit, produce, meat, and dairy includes:
PET trays
Clamshells
Wooden and plastic fruit baskets
Waxed and unwaxed corrugated boxes
Burlap sacks
Paper, plastic, and mesh bags
Egg cartons
Jars and bottles
Butcher paper
Farm Packaging for Shipping and Transport
If you distribute your products outside your local area, you probably use boxes designed to protect your specific products during transit. They deserve design love, too.
Packaging & Label Design
With good design, you can achieve the Tiffany’s box of farm packaging. Below are some considerations for your brand identity while designing your packaging.
Visual Brand Representation: Packaging design serves as a visual representation of the farm’s brand identity. It reflects the farm’s values, aesthetics, and story, allowing customers to connect with the brand at a glance. Well-executed packaging creates a positive impression and reinforces the farm’s unique identity.
Design Consistency: Packaging design should align with the overall brand identity of the farm. If your farm offers a range of products, maintain brand consistency across different packaging designs. While each product may have its unique visual elements, ensure that they are cohesive. Consistency in using the farm’s logo, colors, typography, and visual elements across packaging materials helps establish brand recognition and reinforce the farm’s image.
Differentiation & Recognition: Like logos, differentiate yourself from competitors with distinctive packaging. You’ll stand out on the shelf and increase your brand awareness among customers. Explore innovative and creative design elements that reflect the farm’s personality and leave a lasting impression on customers. Unique packaging can spark curiosity and encourage customers to choose the farm’s products over others.
Practicality & Functionality: Focus on aesthetics, but also ensure that your packaging design is practical and functional. It should be easy for customers to handle, open, and reseal. Consider factors such as appropriate sizing, materials that maintain product freshness, and functionality that meets your customers’ needs. A positive packaging experience can contribute to customer satisfaction and reinforce their perception of your farm’s attention to detail and quality.
Clear and Informative: Packaging should provide essential information such as product name, description, nutritional facts, ingredients, and certifications. Ensure that the information is clear, easy to read, and relevant to your customers.
Communicating Quality and Authenticity: High-quality packaging design conveys a sense of professionalism, care, and attention to detail. It communicates to customers that the farm takes pride in its products and ensures their freshness and quality. Packaging can also emphasize the farm’s commitment to authenticity, sustainable practices, or local sourcing, further enhancing its brand reputation.
Essential Information for Farm Product Packaging & Labels
Provide all the essential information that your farm’s customers need. Your packaging should communicate the following information in a legible, easy-to-read way:
Product name
Farm name
Logo
Product description
Weight or volume
Ingredients
Allergens
Product dates
Nutritional Information
Certifications (such as USDA Organic)
The label can also include unique selling points for the customer that differentiate itself from competitors. Consider adding a QR code that can take customers directly to your website to learn more about your farm.
Government Labeling Compliance
Each type of food product has its own labeling requirements. Familiarize yourself with labeling requirements and include any warnings, certifications, or legally mandated information to meet compliance standards wherever you sell your products. Visit the USDA Labeling Policies page for information on labeling and label approval for your products, including meat, poultry, and eggs. You’ll find explicit labeling guidance, such as a “corn dog” cannot be labeled as such unless it reaches, at minimum, 35 percent frankfurter. Someone is looking out for us.
Mad Genius created labels that use illustrations of fruit and flowers to build on the ethos of the Ritter Farms logo—handmade drawings for hand-tended produce. The labels combine fruit-specific illustrations and matching or complementary colors. These labels are beautiful as well as eye-catching on a grocery store fruit display. The consistency of the label design across products allows shoppers to see, at a glance, which products are from Ritter Farms.
Free Packaging & Label Help from Mad Genius Do you need some advice about creating beautiful, grocery aisle-worthy labels for your farm products? We can help. Schedule a free, 30-minute Q&A with a person who helps make them.
Another major component of a brand’s identity is the photography and imagery used alongside logos and copy in most, if not all, of your branded materials.
About Farm Photography
Photos can capture the essence of your farm and visually convey your brand’s story. By using captivating images, you’ll be able to accomplish several marketing objectives:
Show Off Your Products
If you have high-quality, custom photography of your animals, produce, or other products you grow and make, customers will be enticed to make a purchase. Stock photography is disingenuous, and low-quality images convey a low-quality product. A talented photographer can shoot your farm products to show their freshness and value.
Convey Brand Story & Values
What matters to your farm? Sustainability? Animal welfare? Freshness? Quality Control? Farm photography is a great way to communicate your farm’s story and values. For example, if you grow wool because you want to sell fiber that is made with the health, happiness, and comfort of the animals in mind, get photos taken of a happy, shorn sheep enjoying a snack in the sunshine. Do what you say, say what you mean, and take pictures of it. Your farm will foster trust and loyalty from customers.
Create an Authentic Experience
Take your customers on a journey! Allow them to see their products being grown and produced. Show the amount of love and care you put into the products they buy. This allows them to feel like they’re creating a relationship with you, as well as supporting the noble profession of farming itself. Beyond that, they’re supporting YOUR farm, so show your farm’s atmosphere, its landscape, and the people who work there. It’s a tiny glimpse into a world we want to visit every time we use your products.
Mad Genius Product Photography: Superior Catfish
Many farms produce food products, and food photography is notoriously difficult. The way food looks under light can be tricky, as perishable food can wilt quickly, throwing off the color and structure. Plus, you may need numerous props like dishes, napkins, tables, towels, and serving utensils. However, when food photography is done correctly, it’s worth all the trouble. Appetizing images of your products can be used on sales sheets, brochures, packaging, websites, and more.
Professional food stylists use a variety of techniques to make food look its best. In addition to the aforementioned props, they may use food coloring, glue, and other materials to make the food look as delicious as possible.
Fish aren’t always the best fashion models, but our food stylist worked with our creative and photography geniuses to produce Saveur-worthy images. No inedible tricks of the trade were needed, either, and the props were happily consumed.
Types of Farm Photography
Landscape Photography: Capturing the Farm’s Scenic Beauty
Farm landscapes are often breathtaking, with rolling hills, lush fields, and picturesque barns. Landscape photography allows farms to showcase their beautiful surroundings and evoke a sense of tranquility. By capturing the natural beauty of the farm, this type of photography helps establish a strong brand identity centered around nature and sustainability.
Product Photography: Highlighting Farm Goods
Product photography is crucial for showcasing the farm’s goods and products, such as fresh produce, homemade jams, or artisanal cheeses. High-quality images of these items can entice potential customers and convey the farm’s commitment to quality and authenticity. From vibrant fruits and vegetables to delectable homemade treats, product photography captures the essence of what the farm offers.
Livestock Photography: Showcasing Farm Animals
Farms typically have a variety of animals, such as cows, horses, chickens, or goats. Livestock photography enables farms to highlight their animals, showcasing their beauty, health, and overall well-being. These images evoke a sense of connection to nature and the farm’s dedication to ethical and sustainable practices.
Environmental Portraits: Capturing Farmers in Action
Environmental portraits depict farmers engaging in their daily activities, such as tending to crops, milking cows, or harvesting fruits. These photographs capture the hard work, passion, and dedication that goes into running a farm. By showcasing the people behind the scenes, farms can build a personal connection with their audience, strengthening their brand identity.
Seasonal Photography: Embracing Nature’s Cycles
Farms are deeply connected to the changing seasons, and seasonal photography captures this dynamic relationship. From the vibrant colors of autumn foliage to blooming flowers in spring, these images reflect the farm’s connection to nature’s cycles. By showcasing the farm’s ability to adapt and thrive in different seasons, farms can strengthen their brand identity as a place deeply rooted in the natural world.
Heritage Photography: Preserving Farm Traditions
Farms often have a rich history and a sense of tradition passed down through generations. Heritage photography captures the nostalgia and authenticity of the farm’s roots, showcasing historical buildings, vintage equipment, or multi-generational family members. These images help farms connect with their audience on an emotional level, emphasizing their commitment to preserving tradition and heritage.
Mad Genius Photography: Southern AgCredit Landscape, Scenery, and People
Southern AgCredit isn’t a farm, but they are a farm lender. To properly tell their story, we have to also tell borrower stories. Mad Genius traveled to Dubach, Louisiana to photograph Frasier Farms.
On Frasier Farm’s 29 acres, they have eight broiler houses of cage-free, NAE (no antibiotics ever) chickens and follow animal welfare practices that go beyond what is required by the National Chicken Council. They also have a growing cattle operation. Our photography shows the care and respect Frasier Farms shows their animals. As a second-generation operation, we also made sure to capture the family’s ongoing commitment to their legacy.
This photo set is full of variety. We captured candid and lifestyle shots of the farmers working in their broiler houses, calves enjoying pasture with their mothers, and family members together on the farm. Photos of equipment were also important to capture so that visitors to the Southern AgCredit website can see what a loan may be able to provide to their own farms.
Creating Farm Photography
The tips below can help you produce images that capture the essence of your farm and elevate your visual storytelling.
Shoot During Golden Hour: One of the most important aspects of farm photography is capturing the natural beauty of your surroundings. To achieve this, make the most of the magical “golden hour.” This refers to the period just after sunrise or before sunset when the lighting is soft, warm, and diffused, creating a mesmerizing glow. Utilize this light to add depth and warmth to your farm imagery.
Showcase the Farm’s Features: Every farm has its own unique charm and distinctive features. Whether it’s a picturesque barn, rolling hills, or a stunning orchard, identify the focal points that truly define your farm’s character. Experiment with various angles and compositions to capture the essence of these elements and create visually captivating images that tell a story.
Capture Small Details: The beauty of farm life lies in the intricate details. Don’t forget to zoom in on the smaller aspects that make your farm special. It could be the vibrant colors of freshly harvested produce, the delicate petals of a flower, or the texture of a weathered fence. These details add depth and authenticity to your images, drawing viewers into the unique world of your farm.
Preserve Authenticity: When editing your images, remember to preserve their authenticity. A light-touch approach is often best, emphasizing the natural colors, textures, and lighting captured in-camera. Enhancements such as minor adjustments to exposure, contrast, and sharpness can help refine your images while maintaining their genuine appeal.
Use a Consistent Visual Style: To create a strong brand identity, establish a cohesive visual style for your farm photography. Consistency in color palettes, tones, and overall mood helps tie your images together and reinforces your brand’s recognition. Whether you opt for a warm, rustic aesthetic or a vibrant, modern look, find a style that aligns with your brand values and resonates with your target audience.
Mad Genius Photography: Superior Catfish Landscape, Scenery, and People
You’ve heard that U.S. farm-raised catfish is good, but what does a catfish farm even look like? We talked about how a company’s value system should be reflected in its visual identity with the logo, but we can also do this through photography.
Superior Catfish is a company that considers what they do (raising catfish) a craft. Fish with clean, aerated water and grown with care are the best tasting fish, and Superior only sells the best tasting fish.
The imagery had to show that the care they put into their catfish is a direct result of their stewardship, and that the quality of their life’s work is a point of pride. You’re not just buying catfish, you’re buying a simple, ethical way of life.
What does a catfish farm even look like? Well, when we visited a Superior Catfish farm during the golden hour, we took photos that looked like heaven on earth.
Grow Your Farm’s Brand Identity
Logos, labels, and photography are just the beginning of what we can accomplish for your farm’s brand identity. Mad Genius is experienced in branding all kinds of businesses, but we love working with farms like yours. Reach out to us and schedule a consultation to find out how we can help with your brand identity.
Free Help from Mad Genius Do you need some advice about producing commercials for your farm? We’re all ears! Schedule a free, 30-minute Q&A with a person who helps make them.
Stop me if you’ve heard this one: A producer, a salesman, and a creative director walk into a bar…
What would become Mad Genius originated in 2005, when Rick Moore, Chip Sarver, and I decided to create a leading-edge ad agency in Mississippi. The first order of business? What to call the business.
It had to be something different—something smart. We needed a name able to encompass a creative philosophy attractive to clients yearning for work that’s crazy effective, insanely clever, and maddeningly beautiful.
It had to be Mad Genius.
The Process Behind the Name
Mad Genius’s creative process starts with research. We spend the time to get a deep understanding of the competition we’re aiming to out maneuver, the audience we’re trying to reach, and the problems we’re trying to solve. We ask a lot of questions about market perceptions and operational hurdles, because we believe that breakthrough ideas can springboard from the most unusual, and often overlooked, places. The Genius side of our nature is our desire to fully comprehend any client’s business.
Yeah, yeah… So Mad Genius conducts exhaustive research to understand consumer expectations. What agency doesn’t?
All too often, marketing types build brands to meet expectations. At Mad Genius, we aim to exceed them, both in the brands we build and the clients we serve.
We invite clients to experiment, make discoveries, and create breakthroughs with us.
We believe the two most powerful emotions for new customers are surprise and delight. How can we surpass what’s expected and deliver a memorable, perhaps even shocking, experience? It’s as simple as that. That’s the Mad side of our nature: feeding the part of our collective brains that demands more ideas and pushes brands to find new opportunities.
Sit through one discovery meeting, and you’ll see that Mad Genius is more than just a name. It’s a singular passion, a bold promise of creativity and invention, and a fearless culture of “what’s next?” Perhaps most importantly, it’s a grand challenge to business owners and corporate marketing directors to embrace the unexpected, and to choose something that may lie just beyond their comfort zone.
Not Right, Ready
Everyone has heard the mantra hammered into the heads of anyone who has ever worked in retail or owned a business: “The customer is always right.” We respectfully disagree. At Mad Genius, we believe the mantra should be: “The customer is always ready.”
When asked to evaluate the relationship with their ad agency, one of the best questions an entrepreneur can ask is, “When was the last time your agency told you no?” (If you’re looking for order takers, then we’re not the yes-men you’re looking for.)
That’s why we invite clients to experiment, make discoveries, and create breakthroughs with us. For Mad Genius, the art of building connections with clients and their customers isn’t complicated; it’s about embracing surprising solutions and taking delight in the string of lunatic whims that got us there. It’s about trust, forged through mutual respect, and a willingness to listen, and to set aside the need to be right.
It sounds silly, but at Mad Genius, we enjoy being wrong. The more ideas we can eliminate during the experimentation and discovery phase, the greater chance we have for one of those ideas to be a unique, impactful breakthrough solution.
It takes a brave client to believe in the process and to celebrate all the ideas—the great ones and the not-so-great ones—resting safe in the knowledge that there’s genius behind the madness. The trick, of course, is to turn madness into momentum, the one-in-a-million, completely unhinged, insight driven spark that will change your business forever.
That’s easier said than done. But we didn’t name ourselves Mad Genius for nothing.
