March 4, 2020

Five Keys to Focusing Your Brand

I've been writing pieces over on LinkedIn lately, as I cultivate the speaking & consulting parts of MetaVisual's business. I wanted to share this essay on finding brand focus for ourselves when we're always busy focused on our customers. It's often the hardest thing for agencies and creatives to do. I outline five steps that will help you and your team dial in, find clarity and get purposeful about the brand you put out into the world.

December 31, 2019

2020: A New “why?” for MetaVisual

After nearly a decade at the University of Florida as a creative leader and brand strategist, it’s time to charge ahead to new challenges and put my UF experiences to good use. I’m excited and thrilled to announce MetaVisual is my full-time home once again, making 2020 my 28th year in Gainesville as a creative professional and design leader. 

What will MetaVisual focus on moving forward?

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August 28, 2019

Beware the new idea that seems too familiar.

As a designer, when your intuition taps you on the shoulder and says "Can't put our finger on it yet, but there's something familiar here in what you're doing"... You've got to step back and listen. Work the problem. Make sure you're pursuing uniqueness that's relevant to the client/brief. Look how Peloton smartly evoked cycling though their mark, and Grip 6 is just lazily using a borrowed motif without trying much to incorporate what they do/sell. 

I'm not implying the Grip 6 designer was plagiarizing -- we've all got tens of thousands of pieces of visual flotsam and jetsam floating in our minds at any given time, and some things we think are brilliant and original are just re-interpretations of visual memories our subconscious is pushing on us. The key is to reinterpret and repurpose what we notice in the world through the lens of how it can additionally carry meaning for our clients. THIS is the key to borrowing what you see in the world without stealing it outright. You have to be able to re-express some portion of it with new or additional meaning/purpose.

August 24, 2019

None of this is about you, really.

"No one really cares how clever you are. They're too busy asking themselves why they should care about what you have to say".

Whether you're a creative selling yourself or your agency, or a client selling your product or service, it's easy to get ensnared in the trap of thinking "We already have a great product. All we need to do is tell people about it."


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August 24, 2019

Emotion-Based Communications

Here’s the secret to attracting your audience’s attention and getting results:

When people are emotionally engaged by your messages and desire more information, they have a much higher – an exponentially higher — chance of actually making decisions based on it. If someone isn’t engaged by your messages, then it’s safe to say they’re only being bombarded by unsolicited communications you haven’t helped them care about. Read more

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