Gain Momentum with a Strong Visual Identity

When Ruben Dario Villa started his car air freshener company, Fúchila Fresheners, he had a clear idea of who he was and how he wanted to communicate.

As a Mexican American, Villa wanted his Chicano heritage to be instantly recognizable to people from his community:

“Fúchila in Spanish is slang for when something smells bad,” Villa said. “So calling [our brand] Fúchila Fresheners is ironic, and people thought it was funny.”

Fúchila’s products aren’t your typical tree-shaped fresheners. Instead, they include pop-art images of the late singer Selena Quintanilla-Pérez and renowned Mexican artist Frida Kahlo. The fresheners use simple, punchy colors that reflect Chicano heritage, and it works. While Villa started Fúchila from the trunk of his car, now the fresheners are carried in over 100 stores from coast to coast.

 “The [visual] identity has been crucial to Fúchila’s growth,” said Villa. “It has a graphical element. It’s been attractive to people; I use very bright colors. It really is being authentic to me—it’s what I like to see and what I feel my community likes to see, so that’s what I gravitated towards.”

Why Consistency Counts

If you put five pieces of your marketing materials in front of you, what would you see?

Would you find a streamlined, consistent theme? Or would you see a confusing jumble of chaotic imagery, colors, and text?

In today’s visually-focused age, a strong visual brand identity is crucial. Visual identities offer a framework for clients to connect with companies in a reassuring, cohesive way, so when you engage prospects across different platforms, they know who you are and the personality you represent.

Visual branding includes logos, colors, typography, imagery, composition styles, photography, videos, and more. Just as Villa chose images relevant to Chicanos, your target audience should shape the theme of your brand. When you resonate with the desires of your audience, it will be easier to attract people.

3 Keys to Sharpen Your Visual Identity

Looking to sharpen your visual identity? Here are three keys.

1. Define Your Audience

Defining your audience can influence the tone you use.

Outline your target markets using demographics (age, gender, income, etc.) and psychographics (personality, interests, lifestyles, or desired solutions). Once you identify their values or concerns, you can appeal to their needs and wants.

2. Outline Your Mission and Voice

Your business probably has a clear vision, but can you communicate this to your audience?

Why do you provide your products or services? How do you hope to change your clients or bring benefit to their lives? Once you clarify your mission, identify the voice that matches this position. Whether this voice is authoritative, rebellious, or compassionate, seek to communicate in a consistent tone. 

3. Use a Cohesive Style Guide

To build a strong visual identity, maintain a style guide to keep visuals cohesive across mediums.

Use color psychology to pick shades that match your voice. Define imagery that complements your message: is it pastel landscapes? Bright animations? Personable faces? Even shapes communicate: round and organic forms signal warmth and softness, while geometric or angular shapes signal innovation, prestige, or power.

According to John Du, a Los Angeles-based designer and art director, even typography is significant:

“Typography is just as emotional as anything else—when you look at different fonts, they have different personalities,” Du said. “If you want to showcase your business as something very traditional or respectable, you might consider a serif typeface. If you want people to see your business as something more modern, something more grounded, maybe you’ll choose a sans serif typeface.”

It’s All About the Image

Studies show that visuals increase a desire to read content by 80 percent.

When you create articulate, strong visuals, your business will gain momentum and grow strong relationships with customers and clients.

Embrace Originality with 4 Unique Marketing Options

Want to sculpt an eye-catching identity and bring your print projects to life?

You dream it; we’ll print it! With today’s technology, you can print concepts as varied as your ideas and as rich as your imagination. Ready to toss the template and try something a little different? Here are a few ideas to push the boundaries in your next design.

Foil Postcards

Time to rise and sparkle!

Raised gold or silver foil will take any printing to the next level. With a tactile, metallic shine, foil postcards bring a “wow” factor that can’t be matched. Foil can be added to logos, lettering, die-cut shapes, outlines, borders, and more. You can foil on one of both sides of your postcard, or combine your foil with velvety coated paper to make your product shine.

Whether you want eye-grabbing handouts or incredible invitations, foil postcards are guaranteed to make a stunning impression.

Pearlescent Flyers

Looking for a quality that suits your style?

Add an extravagant touch with metallic, pearlized, and pearlescent papers for your next flyer. With a smooth feel and a glittery finish, pearlescent print pieces bring a modern, pristine look your customers can’t miss. Thick, shiny, and metallic, these paper stocks offer a gorgeous option for announcements, service menus, invites, and more.

For a rich, warm finish, go for antique gold, champagne cream, copper, or flaming reds and oranges. Or, for a refreshing and royal tone, try aqua tropics, blue vistas, botanical greens, and deep violets. And remember, pearlescent and metallic coatings require larger fonts and extra white space in your design.

Super Business Cards

Looking for something super impressive and super fun?

Super business cards are for you! Cut from premium paper that’s durable (yet lightweight), these non-bendy business cards bring a bold impression that LASTS. Customize them to your preferences, with round corners, shiny finishes, raised spot gloss lettering, and more.

Whether you want a muted matte feel or a sleek sparkly vibe, super business cards are guaranteed to be as unique as you.

Creative Rip Cards

Want to keep them thinking of you after they walk away?

With posters or publicly displayed marketing materials, prospects may quickly see you . . . and forget you. Rip card printing offers an effective tool for marketing that sticks.

Did you know you can attach rip cards to posters, flyers, and mounted displays? Like a long-lasting calling card, rip cards offer your clients a point of contact they can follow up with later. Many businesses combine rip cards with discounts and incentives, whether it’s a “Buy One Get One” offer or a 10 percent discount on an upcoming service or treatment.

Whether you attach rip cards to rack cards, displays, or door hangers, this creative option ensures you’ll be seen, remembered, and contacted.

The One and Only You

You’re not like anyone else, so brand yourself with a unique voice and creative marketing options.

When you print locally, design and print come to life in ways that can’t be matched elsewhere. Ready to own YOUR niche through our collaborative design process? Visit our website to get started today!

Find More Enjoyment in Life Through Strategic Energy Management

Steve Wanner is a highly respected 37-year-old partner at Ernst & Young, married with four young children.

When Wanner started working with “The Energy Project,” a consulting company focused on sustainable performance, he was working 12- to 14-hour days. Wanner was overweight, perpetually exhausted, and felt guilty about his family life. He was distracted, slept poorly, and made no time to exercise. Like many professionals, daily demands were pushing him to the limit.

Time is a limited resource, and often people recognize that better time management could make a huge difference. Many leaders think they can excel by working harder or being more organized, but simply working harder almost always leads to anxiety and a difficulty disconnecting at night.

A Better Way

Proponents of energy management say there is a better way.

Energy management is a science and an art. Most people understand the science: if you exercise, eat, and sleep well, you’re likely to create more energy. But energy management is also an art. What energizes one person may not energize another. Conversely, what sucks the life out of someone might be a motivator for another.

While time is unrenewable, energy is not. When we are more energized we are more creative, efficient, and powerful. That’s why it is imperative to practice strategic energy management.

How to Conduct an “Energy Audit”

As you conduct an “energy audit” on your life, here are two questions to consider:

1. What drains me? (What am I “bad at” or miserable doing? What sucks large amounts of energy and leaves me feeling lifeless?)


2. What sustains me? (What am I good at or fills me with pleasure, adrenaline, or a can-do spirit?)

With this perspective, evaluate your schedule in three ways:

1. Rate your daily tasks

As you list regular responsibilities and decisions, assign negative number values (-1 or -2) to things that drain you, and positive values (+1 or +2) to things that motivate you.

2. Delegate, automate, and designate

When possible, delegate or automate things that consume energy, and designate more time for things that give you energy.

Schedule your days so that energy-draining tasks are followed by mini “resets,” or by tasks that you enjoy. Pay attention to the times of the day or week that you have the least energy, and plan positive value tasks (+1 or +2) for those time periods.

3. Address energy-depleting habits in your professional and personal life

Whether it is a lack of sleep, eating at your desk, or not enough solitude, ask yourself where “joy suckers” could be changed into solutions.

Tony Schwartz, CEO of the Energy Project, gives several examples of options for proactive energy management:

• Sitting down to eat breakfast


• Leaving your desk for 5-10 minutes every 90 minutes


• Checking e-mail only twice a day


• Prioritizing energy-draining tasks early in the day, or working on them in a different physical space than your normal office


• Taking deep abdominal breaths in stressful moments


• Recruiting a gifted team member for tasks you find mentally exhausting


• Requesting to do more of what you’re “good” at


• Writing gratitude notes to others once a week


• Disconnecting from work calls 15 minutes before reaching your driveway


• Putting a hobby that you love on your calendar

Unlock Potential and Create Lasting Change

After Steve Wanner took a hard look at his habits, he began drinking less, going to bed earlier, taking short afternoon walks, and leaving his desk frequently. Wanner lost 15 pounds and says he feels more relaxed and connected to his family.

By creating and managing your energy budget, you will be better equipped to create change, make a difference and get results. Give it a try!