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Just recently I had the opportunity to speak with Foster Barker about his talents, the future of graphic design professionals, and the skills it takes to produce top of the line advertising campaigns. Foster continues to “turn heads” in the market and advertising spectrum at Ford Design Group in Wilmington, NC.

Professional Graphic Designer- Foster Barker

Here is what Foster Barker had to say:

— Start Online Interview for NCAdvertisingAgencies.com —

Q1: Foster, thanks for your time, so how long have you been a professional graphic designer and where did you go to school?

I’ve been a professional Graphic Designer for about 8 years now. I attended East Carolina University and Graduated with a Bachelor of Arts in Communication Art with a concentration in Graphic Design in 2001.

Q2: Your talents are some of the best I have ever seen, where do you get your inspiration from?

Awww. Now I’m blushing!…..I tend to find inspiration for design and ad concepts virtually everywhere. That’s the beauty of creative work. The gears are constantly churning.— I say concepts because its my belief that in advertising, design is only as strong as the concept behind it. Once an idea hits, It almost always starts with random sketches on a piece of paper. Then the sketches themselves provide further inspiration which eventually become refined into the final product.

Q3: Where do you think print advertising is heading in 2009? And how have you or your agency supported your clients during these current economic struggles? (For example: have you offered discounts, lowered rates, added a few unpaid hours, worked more efficiently, been more supportive, provided more cost effective avenues for advertising?)

My theory is that right now, there are quite a few businesses where the powers that be are wracking their brains, trying to figure out how to re-stimulate their income. Therefore I see an influx in advertising by the latter part of the year. Hopefully you’ll be calling me “Fostradomus” by years end!….. I’ve always tried to work with tight budgeted clients and offer ways to keep the costs down. The main difference is that these days, even the largest clients are looking for a break. Therefore I find myself doing this more often. It certainly has strengthened my efficiency.

Q4: Out of your hundreds of clients and very large design portfolio, what has been your favorite, most appreciative design work?

It’s tough to single out one. My favorites are the ones where I am allowed complete creative freedom. I really enjoy a good ad campaign, because it allows me to truly focus on the concept and put my creative writing background to use. I also love a great team effort, where custom professional photography (or filming, for interactive projects) is involved. Great photography really makes the designer’s job much easier and allows for a better overall end-product. It’s like grilling with angus filets instead of trying to work with a hunk of bologna.

Q5: Why does a company need a logo? What does corporate identity have to do with advertising?

Corporate identity gives a company a consistent brand that allows them to stand out amongst the competition. Repetition and consistency are key when advertising your business. The logo further exudes professionalism and is the essential element that corporate identity stems from. It is your visual calling card to the the rest of the world.

Q6: If you were getting ready to start a business, what would be the first thing you would do when it comes to advertising your own business?

Know your target demographic. It’s important to have a good idea of what your customers watch, read, listen to, and know where they gather. Give yourself a budget of around 5% - 10% of your gross profit to work with. Compare costs with several sources, and narrow the field to the sources that best deliver your demographic at the best cost. If you do not have enough money to advertise, try networking for jobs until you do. These days, you’d be amazed at how well Social Network Sites can work to your advantage when it comes to this!

Q7: From your years of experience in graphic design, what type of equipment and software do you use?

I use a Macbook Pro Laptop. Macs are the best computers for design. Period. I will say, I’ve learned its extremely handy to have a PC around also if possible when testing websites….As for Software, Adobe Photoshop, Illustrator, and InDesign primarily. Acrobat is also a must-have for converting design files for print and preview comps. Adobe products work seamlessly together. I try to stay updated every 2 years with the latest versions of each.

Q8: And our last question, as a professional graphic designer, what words of encouragement do you have for students at ECU that are finishing up their graphic design degree?

Absorb as much as you can from class critiques. Continuously refine your portfolio until it contains only “A” work (your professors are there to help you with that). Always keep in mind that the portfolio you take from ECU will be what ultimately gets you hired initially… Don’t get discouraged when you miss the mark…instead, take the time to learn from and correct your mistakes when possible. Your hard work WILL pay off in the end…

— End of Online Interview —

Excellent job Foster, please review some of Foster’s best work in logo design, print media, and web design.
(click to enlarge portfolio)

Advertising work published by Foster Barker

Discounts for graphic design students

For all graphic design student, you can get an Adobe Education Store discount to help you afford software to take your design elements to the next level.

Did you know a typeface character of typography craftsmanship has evolved from wood carving in the 1400’s to digital art forms know as fonts today?

See what Wiki has to say about fonts:

A computer font (or fount) is an electronic data file containing a set of glyphs, characters, or symbols such as dingbats. Although the term font first referred to a set of metal type sorts in one style and size, since the 1990s most fonts are digital, used on computers.

Have you ever heard of MyFonts.com?

MyFonts.com is your complete on-line source for finding, trying, and buying fonts. MyFonts.com has just launched a new website for 2009 and also a newsletter that covers the Top 10 Fonts of 2008.

2009 is going to be one of the most innovative years we have witnessed in print and on the web. All of the North Carolina Advertising Agencies will be looking for new ways to provide unique offsets from the competition. From print media artists to web designers, this year will push new limits when it comes to branding, concept development, internet marketing, and web design.

If you have a blazing new approach to 2009 that you would like to share on NC Advertising Agencies then please feel free to share your talents in our comments section.

Online Interview with Lyerly Agency – www.lyerly.com

1. How has the history of over 31 years helped your present advertising agency and portfolio? 

We believe strongly that lessons learned from other industries and challenges translate into a powerful knowledge-base that can be used for the benefit of all our clients today. For example, the opportunities we’ve had to work with international and national clients – and develop programs that have impacted their bottom line – helps us to assist the local small business customer in today’s marketplace. The ideas, methods, disciplines and strategies created for large companies over our many years can be scaled down to accommodate smaller budgets – while still creating a big impact. Our vast experience makes us a stronger, more knowledgeable resource for clients in a variety of industries that are facing a multitude of challenges.

2. Lyerly Agency seems to be a dominant player in the Charlotte NC area. Has Lyerly Agency been working with some clients for as long as you have been in business?

While no one single client has consistently partnered with us for 31 consecutive years, we’ve enjoyed several long term clients throughout our many years of service. As well, we often find marketing personnel will call upon us again as they leave a company to pursue a new endeavor – the relationship is long-tenured, but the client is now “new.”   Our industry is often volatile and relationships with clients are susceptible to change every few years. Fortunately for Lyerly, and as a testament to the customer service and value that we provide, we’ve maintained more than our fair share of consistency and repeat business with our client base.

3. Has the selling of brand awareness become easier or harder in the past 10 years?

Hmmm … that’s a very good and very tough question! “Branding” and its definition within the marketing industry has evolved over the years. Twenty years ago, branding was often referred to as “image advertising.” Ten years ago, the sale of a branding project was difficult in that we often had to explain what branding was to a client and that it was more than just the development of a logo or trademark. Today, while many of our clients are more knowledgeable of the concept of branding, it’s often more difficult for them to understand how branding can directly impact the bottom line. With marketing, advertising and public relations budgets constantly under scrutiny by CFOs and company business executives that may not understand marketing, it continues to be a challenge for most companies – and most agencies.

4. Today, many clients or customers seem devalued to advertising agencies because of the vast quantities of work demanded. Share a little bit about the traditional styles of working with clients compared to today’s normality’s of “on the go” meetings.

Traditionally, the client visited his/her ad agency for hours at a time to plan, discuss and create opportunities in the marketplace. Today, with the on the go structure of today’s businessperson, those meetings are far and few between. Just as the businessperson has adapted, so too must agencies. Much of the work and discussion can now be done over the phone, through email, through PDFs and/or FTP sites. Promptness and responsiveness are key to serving the customer, as well as excellent communication skills, both verbal and written.

What does it take to be a successful account executive in today’s advertising firms?

Within the industry, the AE (Account Executive) of yesteryear was more of the “face guy,” the glad-hander who took the client to dinner and said yes to every request. In today’s environment, the AE ultimately holds the key to the entire agency-client relationship. Not only must the AE represent the client’s needs and obstacles to the agency team, the AE must also often act as the client within the team to ensure all avenues have been explored and all solutions offer value. As such, the AE must have a clear understanding of the client, the product, the competition, the marketplace, the budget, and the measurement tools, as well as an in-depth understanding and belief in the ultimate solution. The AE of today must be extremely organized, opinionated yet open-minded, a shrewd negotiator yet also a sensitive motivator, and a teacher, coach and cheerleader.  How do you win your clients? Our industry, above all else, is a service industry. That’s where the value lies. While creative, media, events, websites and public relations efforts may be some of the “products” that we sell, we at Lyerly continue to believe that we must focus on resolving problems for our clients, creating solutions and providing impeccable customer service. We win clients over by providing the best communications solution – and we keep them by continuously servicing their needs.

5. Besides the long history of advertising experience and the large portfolio, how does Lverly Agency stand out amongst the rest of the Charlotte NC Advertising Agencies? 

We’re not just an ad agency. We’re not just a PR firm. We’re not just marketers or website designers or media buyers or event planners. We’re all of those things. Because we offer all disciplines – and have a thorough understanding of the benefits of each – we can provide our clients with the best communications solution that fits their needs and generates the most results. We also strive to provide the best customer service in our industry. Many times, when we are asked to make a new business presentation, the prospective client is frustrated with three things: customer service, creative execution and strategy. If you can nail down the customer service side of that equation, you’re way ahead of the game.

6. Share a little bit about winning the 2008 “Best in North Carolina” award.

When we won the “Best in North Carolina” award in 2007, it was an unexpected, thrilling surprise. While we totally believed in the work and in our solution, we had not anticipated winning an award in this category that honors the “best of the best.” When we won again in 2008? It was another unexpected, thrilling surprise! Again, we knew the work and the solution we provided was outstanding, but we couldn’t believe that the BMAs would honor us with this distinction two years in a row. While some agencies will “do creative” simply for the sake of winning an award, it’s not our goal at Lyerly. Our motivation is always based on garnering results and achieving total client satisfaction. And we do that well. But it’s especially satisfying to win awards in competitions that are judged by our peers and experts in the industry. It’s icing on the cake.

7. Your Philosophy portion on your company website shares a little bit about brand history and loyalty of the Charmin ads of 1964. What is one of your best branding publications that Lyerly has produced in the past 31 years?

We have several great “branding” examples that have served to produce outstanding results. To name a few:

• We developed the XOTM Cellular PVC Board brand as a new product launch using our creation of the “Red Rhino” to emphasize the brand’s tough outer skin, even under extreme conditions. After developing the brand, corporate stationary materials, website and advertising program, customers now call for the product asking for the “Red Rhino stuff.”

 

• NACAS is a 38-year-old association that wanted to change its name. Instead, Lyerly recommended to keep the name but evolve the brand and created the brand positioning and tagline, “The Connections That Count.” By focusing on the benefits the association provides, members readily understand the value of the large network that can impact their bottom line results. NACAS staff heartily believed in the brand, worked to create brand ambassadors throughout the association and has now experienced its first membership increase in nine years.
• Milk Rocks! is a comprehensive program aimed at students and dairies across the nation and promotes drinking milk from paper cartons. Lyerly has developed and promoted the brand for several years and has helped Evergreen Packaging Group establish a strong and powerful position against plastic bottlers, while maintaining a positive position to influence a great nutritional message for students. Interest in the Milk Rocks! program continues to grow. Additionally, Lyerly’s work has been recognized by the BMAs (several gold awards and two consecutive “Best In NC” honors), as well as the International Dairy Foods Association (Best Overall Direct Mail and Best Overall School Campaign).

(Graphics of work described above, as well as other branding examples, can be seen in our Print Portfolio on our website.)

8. Your Community page on your website says a great deal about giving back to the community. Share one example of how giving back to your community has helped generate stronger brand recognition for Lyerly Agency. 

Melia Lyerly has been involved with the National Kidney Foundation since 1993 and served as Chairman of the Board of Directors of the National Kidney Foundation of North Carolina in 2006-2008 (a position she held previously, 1998-2000). In 2008, it was the goal of NKFNC to develop a mobile education and screening center to raise awareness of chronic kidney disease. Lyerly was tapped for the enormous project that was unveiled in September 2008.

9. Being a Charlotte NC Advertising Agency, does Lyerly work closely with UNC-Charlotte to help encourage students that are interested in graphic design, web design, and marketing?

Lyerly’s management team and staff have conducted workshops and classroom lectures at several area colleges in the region. In addition, Lyerly offers an intern program to help develop the talents and skills of young professionals.  

10. And last but not least, if you had to share a strong slogan to the next generation of advertising professionals, what would that word of encouragement be?

Over deliver. That’s two words – but that’s what we mean by always doing more than what’s asked.  

— End Online Interview —

What an extraordinary response when coming from such a powerful Charlotte based advertising agency for some many years. Any advertising agency/personnel would greatly benefit from the feedback, the shared experience, and the overall process of what it takes to run such a successful advertising firm for so many decades.

Thank you so much.

Kyle Kight

Professional Search Engine Marketer

Owner of NCAdvertisingAgencies.com

info@ncadvertisingagencies.com

While browsing the web in search of a strong advertising agency located in the Raleigh area, I came across Harbinger Agency. Turns out Harbinger Agency has been around for a while now and is certainly placing their mark of expertise on a number of companies surrounding the region. Hal Bowles, a partner of Harbinger and I had an online interview so that I could find out more about the agency and the recognition that they have achieved.

——————— Agency Interview ———————

Hal, 

How long has your company been making a “Look Forward” impact in the Raleigh area as one of the top advertising agencies?

We are currently in our fifth year of service.  We were established in 2003 as Hardin & Bowles Advertising.  Last year we acquired a website/interactive firm and changed our name to Harbinger, meaning “a sign of things to come.” We feel that our results-based agency model will become the norm in an industry plagued by hype and empty promises.

What regions of North Carolina have you been most successful in branding and marketing with clients?

Our client base is predominately in the Triangle area of North Carolina.  We have a few regional/national clients with distribution/operation throughout the world.  

Do you have many national accounts that are based outside of North Carolina, being that you are a Raleigh, NC Advertising Agency?

One of our clients, Whole Harvest (located in Warsaw, NC), produces trans fat free culinary oils and distributes their products throughout the US and Asia. We also do project work for a software company called TAKE Solutions.  They have offices across the globe.

Explain the hard working efforts and concepts of winning an ADDY award in 2008? What was the award for? Explain:

Winning an ADDY is a very tough thing.  The stars often have to align (strong product, trusting & open client, great message/creative).  The ADDY we won in 2008 was for a direct mail campaign we produced for Write Angles, a corporate training company.  Judy Griffin is the president of the firm and was fantastic to work with.  She gave us the freedom to really push the envelope.  Beyond the award, I am most proud of the fact that the campaign was a staggering success and resulted in a drastic uptick in business for our client.

Have you seen a rapid increase in web and internet marketing vs. traditional print advertising during this year’s economic crunch?

No question. One of the reasons we acquired a web/interactive firm was to bring those talents in house.  We now have website development/programming/SEO/SEM (search engine optimization & management) capabilities in addition to traditional advertising and public relations talent. Every one of our relationship clients utilizes our interactive services to help them achieve their marketing goals.  Search engine optimization and management have become absolutely crucial to our clients. The best part about the rapid increase of web and internet marketing has been on the tracking/accountability front.  Because these interactive avenues are easily tracked, our ability to gauge success has been enhanced.  

What makes Harbinger Agency stand out among the rest of the advertising agencies in Raleigh, NC?

One of the most interesting facts about our firm is that all three partners (Blake Hardin, Hal Bowles, Michael Chase) are from creative backgrounds.  Blake is a graphic designer, Hal is a copywriter, and Michael is a graphic designer & website developer). It is very unusual for creatives to head an advertising agency.  The helm is typically manned by ex-account executives or salesmen. Because we all come from creative backgrounds, we bring a different level of knowledge to our clients.  It also helps us to bridge the gap between our clients and the folks at our firm who will be executing the work.  

Where does your inspiration derive from?

Five years ago, we decided that we would make our business model work - or become park rangers.  We believed then as we do now that fantastic work can be achieved from a small agency (we have 7 full time staff and 1 part time bookkeeper).  For us to be successful requires clients willing to openly communicate and try new approaches to their marketing efforts.  Fortunately, we have been able to produce high-level work that has helped our clients’ bottom lines. Our business model:  Do good work, Have fun, Make money (in that order) continues to work for us and our clients.

In 3 sentences or less, please provide a description of your company.

Harbinger helps mid-size companies exceed their marketing goals. Period.

Influence on Education:

What efforts does your agency take to help support the colleges and schools in graphic design, advertising, and web development?

In addition to hiring local talent (Carly Caswell, Art Director, East Carolina University graduate; Angela Lavesque, Web Developer, Meredith College graduate; Julia Loughren, Media Director, Appalachian State University graduate), we often employ interning students from local universities and the School of Communication Arts. Many of these interns have been fantastic and have gone on to work in larger markets including New York.

——————— Agency Interview Complete ———————

For more information on Harbinger Agency, you can visit their website portfolio. 

Thanks to Hal and the agency at Harbinger, keep up the good work.