News and thoughts from the center of Gravity

Smart Marketing (aka Smarketing):
Where Creativity Meets Business

What is a creative marketer? An Artist? Designer? Entrepreneur? All of the above?

‘Creative marketing’ was once an elusive term in the business arena; where ‘creative’ translated to artistry and ‘marketing’ equated to entrepreneurship. To the layperson, ‘creativity’ and ‘business’ are two distinct categories that exist in their own silos, never thought to overlap or intertwine.

But in today’s business landscape, it is expected that businesses think creatively and creatives be entrepreneurial.

According to the Harvard Business Review, business success is dependent on creative strategy; requiring companies to be scrappy and employ out-of-the-box approaches for long-term sustainability.

At Gravity, we don’t believe in limits, nor do we let boundaries define us. We are smart creatives who also identify as bad*ss marketers. We coin ourselves ‘Graviteers’ because we are forward-thinking forces of nature and our clients are paramount. All in all, intersecting creativity with a business mindset is our jam.

So, what do you call a smart-marketer? A Smarketer.

Cross a ‘Smarketer’ with a ‘Graviteer’ and you got yourself a ‘SMARKETEER’.

Now, how exactly do we, Gravity Smarketeers, intersect creative-thinking when doing business?

We…

  • Collaborate WITH customers. We go beyond a ‘customer-centric mentality’ and work with you to expand your brand.
  • Deliver complete EXPERIENCES for our clients, from project inception to finish.
  • Amplify IMPACT through inspiration. We are proponents for creative marketing—and enthusiasm is our middle name.
  • Develop creative STRATEGY. We bring creativity to scale and find tangible ways to measure project success.
  • Create enterprise VALUE. We know the measure of marketing success isn’t in the input, but rather the value of the output.

Employing creative-thought is imperative to our business strategy. How do you get creative?

Are you also a fellow creative-marketer? Leave us a comment below and tell us how you get scrappy! For more breadth on creativity in marketing - check out: "What Creative Marketing Looks Like Today".

 

-Maya Anderson

Pantone Color of the Year for 2017: Greenery

pantone-2017The Pantone Color of the Year for 2017 is Greenery, specifically 15-0343. Pantone says of this year’s pick, “A counterpoint to the dark malaise caused by the murky political climate around the world. Greenery burst forth in 2017 to provide us with the hope we collectively yearn for amid a complex social and political landscape.”

Good grief, that’s a helluva lot of expectation to put on one color that is basically Kermit eating at Shake Shack. In fact, I think I’d rather focus on that spunky frog enjoying a delicious burger and fries at my favorite addictive eatery than think of what else this particular color can symbolize. I mean, if Pantone is referencing the current politics in America, I think there might be a better color than one associated with money and swamps.

Pantone was founded in New York and is now headquartered in New Jersey but we’ll give them the benefit of the doubt about their global inspiration since their colors truly are the standard for color matching around the world. And actually, Greenery is a nice sort of bright neutral and much better than 2016’s Colors of the Year: baby pink and blue (excuse me, Rose Quartz and Serenity) for example. That particularly twee combination made every designer I know just shake their damn heads.

rose-quartz-and-serenityNot to mention the previous year’s color “Marsala” which reminded me forcefully of Friar Tuck’s bandage needing to be changed. Talk about a dark malaise.

marsala

But like a train that shows no sign of slowing however many rational arguments and marches are made against it, here we are with this Greenery. It may be already overused but I have to admit it looks fabulous in people’s yards if they have the money to pay for water, and is a staple in packaging, fashion, and home decor. Pantone also says it’s “trans-seasonal” and anything with the word trans in it is fine in my book so let’s pour a tall glass of green river and toast Greenery, Color of the Year 2017. And to help a bit with that murky political climate, let’s add a little absinthe in there as well. Also green.

For more from Pantone about this year's pick go here

-Barbara Combs

You aren’t as busy as you think:
Guidance on remaining creative and getting sh*t done

BlogIMG_1

If you are like me—or rather, my former self—you’re probably quite familiar with the phrase, “I’m just so busy”. It’s become the ultimate crutch, the perfect excuse to get out of inconvenient dinner plans and a reason to neglect your fitness routine. It’s even become your default answer to questions like, “How has your summer been?”—an otherwise perfect opportunity for you to share something interesting. But most profoundly, adopting the "I'm so busy" mantra is the one thing holding you back from finishing (or even starting) your personal creative projects.

Chase Jarvis, Artist and CEO of CreativeLive wrote in a blog post, “Busy isn’t success, it’s a lack of priority”. His post, and that line specifically, got me thinking about my own seemingly busy schedule and that perhaps, I in fact had the time I thought I hadn’t for creative projects as long as I made them a top-ranking priority. After some re-jiggering of my schedule, and quite a bit of trial and error, I found the following set of steps to be the most successful process in bringing creative projects to the forefront of my day-to-day.

1) Record your time and don’t leave anything out
I started by documenting, hour by hour, the way I spend my time in a typical week. Sure, I work 40 hours and get an average of 8 hours of sleep a night which, together, takes up 96 of the 168 hours in a week. But what was happening in those other 72 hours? To my shame, I found that I was surrendering that time to Netflix, shopping online, checking and BROWSING Instagram (who does that?), perusing Pinterest, yadda yadda. Don’t get me wrong, I was spending quality time with my husband, taking my dog on walks, cleaning, and making healthy meals (also known as “adulting”), but the rest of my time was being swallowed up by the nonsense.

2) Define and list your priorities
Next, I wrote down a list of my top priorities and bucketed them into the following three categories:

Self Relationships Career

This helped me organize my thoughts and highlighted the areas that needed some balance.

My creative goals, for example finishing my illustrated greeting card series and photographing my designed wedding invitations, fell under the Self category—along with yoga twice a week, journaling once a day, etc. Updating my portfolio site was a task I listed under the Career column, and more frequent girls’ nights was mandatory under Relationships. Turns out that constantly scrolling Instagram, pinning DIYs for my hypothetical garden on Pinterest, and watching hours of Stranger Things on Netflix weren’t  even close to making the priority cut (Although, ST is dope and may be budgeted back into my schedule).

3) Rewrite your week and adhere to it
I did this by creating a one-week schedule. First, I filled in the spaces that are absolutely mandatory and don’t vary from week to week like working and sleeping. then I started to allocate the more fluid priorities to the available time slots. Illustrating was now to be done on Wednesday and Thursday from  7-8 pm and photographing my projects would happen on Monday from 6-7 pm, when the lighting was still fantastic.

Looking at a map of my revitalized week helped me realize the amount of time I actually had to do the things I was neglecting for so long.  It became obvious that putting off my creative projects because of time (or lack thereof) was no longer a viable excuse. I HAVE the time, I just need to use it correctly.

Sticking to a precise schedule may be nearly impossible. After all, we’re human and curve balls get thrown at us regularly, but getting a sense of what you really care about, and scheduling those things into your week is a sure way to live a life of intent and to get sh*t done.

For a pdf of the schedule template I used, click here.

-Julia Perry