The hardest job for a graphic designer has been, and always will be, how to effectively visualize a concept into an image. Print advertising has the least amount of space of any medium. Designers always need to use our space effectively and efficiently. We don’t get the luxury of using emotion like TV ads can. In the same note, we can’t use sound or visual effects—we can only use images and copy.

This is where the importance of typography comes in. Although you can tell a story with a number of visuals alone, the power of words and how you visually display those words is highly underestimated. The best way to illustrate words is typography.

I feel that the B2B world can really use a boost in typography visuals. It needs a visual that breaks the norm of image, headline, body copy and call-to-action messages. What do you think? Are any of your favorite print ads type alone?

I’m a sucker for great branding. I believe that a company’s brand is so vital for helping them succeed and stand out from the crowd. Everything from the logo and business cards to signage, websites, product labels, etc. plays a role in branding.

I think some companies miss the boat or the opportunity to have a continuing, lasting brand, and just focus on one element at a time. With a little smart planning and good ideas, you really can take a stand in your market and acquire some real value—just from the look of your brand.

What are some of your favorite companies that take their brands to great levels?

Being an artist, I’m influenced by so many things. It’s the combination of these things that keeps my head thinking of all sorts of creative ideas that I can use on a daily basis.

Every once in a while however, we all run into major “creative block” and feel stuck and we’re not able to create new insightful work. Whenever we run into these blocks, it’s always helpful to be reminded of what inspires us.

I came across an influence map online the other day and decided to make my own. Influence maps can be made out of anything—artist’s work, music, paintings, movies etc. I suggest that everyone try making one of these, in case the ol creative block rears its ugly head.

What other ways do you keep your creativity in your industry flowing?

Often in the creative world, we sell our “reaching-the-moon” design concepts to clients. More often than not however, budget permits us to only purchase a telescope. But it is our job as designers to find creative ways to meet and exceed our client’s vision, while working within any guidelines that come with the project.

Lee Morris with fstoppers took on the great task of producing a beautiful and professional photo shoot while limiting himself to only using an iPhone.

I think this video is proof that with a little creativity and hard work we can really stretch how far we can go with our everyday projects. Just because some budgets in the B2B market are not as large, that doesn’t mean we can’t find ways to still accomplish something great and unique.

What other ways do you save time and money without sacrificing the end result?