I am more than willing to admit that this is my particular dilemma, but I am betting that almost every design studio has some sort of split in their self-promtion message as well. Individuals have multiple facets to their personalities, and many individuals working collectively to create a corporate “identity” can only compound the complexity – creating even more facets for an organization. I know this full well as my job is to help these organizations craft their messages around a distinct corporate personality.

My scenario is far simpler – my studio is intentionally small and is specifically built around MY personality and style. Widgets & Stone is a sort of outgrowth or extension of me. Yet this has often created trouble for me.

In this specific instance I am faced with a choice between ‘aspirational’ or even ‘inspirational’ messaging or humorous, more lighthearted messaging. Both reflect parts of the collective Widgets & Stone identity. Both have merit and marketing value. Both are important to me. Should I have to choose?

The fears I have about both are as follows: 1. With aspirational messaging I worry it becomes too grandiose or off-putting in a didactic sort of way (“lighten up buddy”), or perhaps just too dramatic for a self-promo (“isn’t he just a designer?”). 2. With the humorous messaging it can come across as shallow (“all he can do is make wisecracks?”) or just plain not funny to many people.

Of course any self-promotion tactic involves risk (or at least any worth doing). But I think any true reflection of our inner hearts seems to carry extra weight — what if something I truly value is not valued by someone I share it with? What will they think of me? How will it make me feel about myself and my values? Age old acceptance or rejection. Takes me right back to gym class.

Or can I have my cake and eat it too? Like Stevie Wonder and Paul McCartney, can both aspiration and humor live in harmony side by side on my self-promotion keyboard?

What do you think?

Paul, if this is about the weird widget heart stone hair couple I can explain...

I think it needs to inspire- whatever this self promo may be.

Haha - no no... Joseph is referring to a funny little "promo" he created for W&S the other day. My dilemma is one I have faced for many years... nothing new. Sorry. If only it were so easy.

So Joseph says inspire eh? Why is that better?

Paul,

We have discussed this before and I really think you can have your cake and eat it to. The duality you are looking for has been built into the studio since you named it widgets&stone about a dozen years ago.

My solution would be to run a promo for widgets and a separate promo for stone. Maybe a small deck of cards with front and back sides. Perhaps totally separate lines of promotion. The relationship between the abstract and the concrete is what makes the studio work so well… and definitely something worth building your promotions/brand around. The subtlety of using a pairing of meaningful and humorous phrases seems like the perfect way to accomplish this.

Don't fight it. It's this duality that drives clients to widgets&stone. Picking one side of the road would maybe not effect client interest, but you would most certainly feel only 'half represented.'

I say get rolling on a deck of w&s cards—you have everything you need.

B.

yeah, I think Brad is on to something. it is both and even if you didn't present both widget personalities in one piece your style is going to fit the studio regardless. besides... even if a self-promo project is completely humorous, can it not be inspirational? I say do them both, and then some more. we all need to laugh and be inspired more.

Brad brings up a great point. I haven't given much thought to the name "widgets & stone" like brad just explained. I love the abstract & concrete translation. A deck of cards would be cool but i feel that it is a little over-done. Some other things that might be used to promote this idea would be a simple book that when turned over is a completely new book. Or what about those hologram things that change images based on what angle you view it from?

I don't think it matters. Serious? Funny? Both? Whatever. The thing to remember is that these things touch people. It's a gift of sorts, unsolicited and (I'm sure) beautiful. The best of Widgets & Stone is in those things that are intangible. I mean, it's great that the studio does an excellent job at branding, but the reality is that the studio works (and works well) because of the human touch; a sense that the studio cares about its clients and their success.

Serious and Funny are less important than simply being true and honest. The "right" solution will feel right for that place in time.