Good Design is Important

The 'before' (cover from 2008) and 'after' (cover from 2009) for the recycling guide for the city of Lafayette. 

Which one would compel you to pick it up?  

So many people (large companies and small) don't seem to appreciate the importance of good design.  

Perhaps it is because they don't realize the science and strategy that goes into the choices that are made during the development of the project.  Perhaps it's because they receive a first draft and don't know there is a better option out there.  

What ever the reason might be,  a strong brand has to be supported by strategic design decisions.

In the immortal words of Jef I. Richards, "Creative without strategy is called 'art'.  Creative with strategy is called 'advertising'."