Simple Is Always Better

I’ve been designing brand collateral for close to 20 years – yikes, I’m getting old. For most of those first 20 years, I did so with inspiration from research, the client and my own gut instincts. As of late, I’ve noticed a shift in how I look at my work and the biggest reason for that shift is my kids. As they grow older and ask me more about what I did all day, I’m sharing details of all the fun projects at Delucchi Plus.

As I talk to my kids about these projects, I’m fascinated to hear their take on the work. They see things from such a different vantage point. A vantage point that is usually so simple that it makes perfect sense. And at the end of the day isn’t that exactly what we are supposed to be doing? We are hired to boil down the complex into a very simple position and hammer it until the whole world desires more.

For example, I’m working on two projects right now that were just made for the perspective of my twin four-year-old girls and their six-year-old brother.

1. National Harbor – Have you taken your kids there yet? Well, you should. I brought my knuckleheads to scout out some areas for a video shoot and got the best insight from my son. As we walked along the Woodrow Wilson trail to The Carousel and eventually to the construction of The Capital Wheel, Grey’s response was as simple as could be: “Dad, this is awesome.”

He’s right, it is awesome. National Harbor IS a giant playground for kids of all ages. Whether you have kids that need lots of things to keep them busy or love to shop, eat at fun restaurants or check out amazing views of the D.C. region, this place has it all right here on the Potomac. Yep, it really is just that simple and just hearing him say that completely re-energized my thinking on this project.

2. Mrs. Fields’ Nibblers® Cookies – Tomorrow we are launching a website for the Nibblers® Bite-size Fudge Dipped Cookies (Take a sneak peak at http://www.mrsfieldsnibblers.com). I needed some photos for a package containing the cookies that we are sending to a number of bloggers, so I recruited my kids again to be my models. A pretty good gig if you’re a kid — eat these cookies while I take pictures. As my kids were trying out the three different flavors, their observations were priceless:

“Daddy, these are so cute.”
“Since they’re small, does that mean we can eat more?”

Again, at the end of the day, it’s just that simple. Yes, they are rather cute and in theory, yes, you should be able to eat more than just one for dessert. Talk about a way to have kids pick Nibblers over Oreos – I only allow one for dessert.

What’s my point, other than to find a forum to talk about my kids? My kids are my secret weapon. Yes, lots of other creative folks have them, but mine are super trained as models, creative strategists and designers, so watch out world, Team Frank is on the case. Call 202-607-3624 to hire us today and we’ll make your complex product so simple even a kid can get it!