Category: Julian Writes…. signals from a waving not drowning Marketing Executive

Nick called us both into his office. He looked at me, then at Paul, then at the stack of clashing mock-ups between us.

“Julian,” he said, “you’ve created a bold, forward-thinking identity that risks alienating everyone.” Then to Paul: “And you’ve drawn the marketing team hanging from a racquet.” Paul said, “That was symbolic.” There was a long protracted silence.  It could have felt awkward for some but I felt fine and composed a future email to Paul in my head: “Hey Paul a  good meeting today I thought! I think we found common ground: keeping the humanity but updating the energy. Let’s build from there.”

Some hours later, Paul had responded.

“Sure. I’ll start by sketching humanity. You can add the energy in Helvetica later.” And then threatened to illustrate my PowerPoint. 

I took an extended power nap. Brand direction was clearly going to remain unresolved for some time. But I remain optimistic that the new Helvetica will heal all wounds.

Nick tells me in hushed tones that NOP is preparing to re-launch the four books of the Confessions of an Ageing tennis player series as a box set in time for Christmas. He’s firm about keeping  the brand identity intact but I think this is a great opportunity to completely overhaul the visual content of the books.  This will probably mean overhauling the work of Paul Warren, the company’s illustrator since the year dot but fair heart never won fair lady, no woman no cry and no revolution started without breaking a few eggs. I’m sure we’ll get along just fine.

I woke up inspired: “New Christmas. New Look. New Legacy.” I thought, donning my lederhosen for the first time this season.  The Confessions of an Ageing Tennis Player series has, frankly, been visually static for years. Paul’s pastel illustrations are charming, but also a bit… heritage-brand tea towel.

I pitched Nick the idea of a total visual overhaul: dynamic typography, minimalist palettes, abstract motion lines, “less village fête, more Vogue Italia.” He nodded slowly and said, “Talk to Paul.” Paul arrived ten minutes later, carrying a sketchbook and a mild air of suspicion.  I don’t remember the conversation too clearly but it went something like:

Me:      Paul, great to see you today! I’m imagining something fresh, energetic, and digitally native. Think Federer meets Bauhaus. Can we move away from pencils toward pixels?

Paul:    Julian, I’ll think on it. Though last time I checked, Federer didn’t play on tracing paper.

Nonplussed, I presented my “Mood Board of Momentum.” Paul stared at it in silence for nearly a minute before asking, “Is this tennis or modern dentistry?” I explained that we were aiming for movement and light, not people and charm. He asked whether readers would recognise the characters if their faces were replaced by gradient circles and then proceeded to rub salt into the wound.

Paul: Julian, I’ve reviewed your concept deck. It appears to feature no human beings, no rackets, and no tennis. Just blue shapes. Is this a metaphor, or a cry for help?”

Me: (hurt)   It’s a visual simplification strategy, Paul. The human mind completes the image. Minimalism equals memory retention.

Paul:       My human mind completed the image. It’s an ad for an insurance firm.

Something was telling me we were not getting along just fine. I decided to organise a Visual Values Alignment Session and trotted off to prise Nick away from the mini-bar in his office and appraise him of my assessment of the situation.