Cheryl Bradshaw, Manager, Creative Operations & Execution
April 9, 2025
Few people read marketing content purely for enjoyment. As storytellers, it is crucial we capture and maintain the readers’ attention. For designers, this is where white space truly shines. While the author of the work took great care developing a story and a hook, it is the designer’s responsibility to enhance the messaging visually.
It’s important to note that despite its name, white space does not have to be white. The term white space can be used interchangeably with negative space. Both terms refer to a blank area within a design. White space can be any color, texture, pattern, or even a background image. The key is that it remains an empty space, void of copy, enhancing the overall design without adding to the visual noise.
“White space is to be regarded as an active element,
not a passive background.”
Jan Tschichold
Graphic Designer, Typographer,
Book Designer
White space is a powerful tool that helps balance design elements and organize content, enhancing the visual communication experience. It’s a long-held visual design principle. By working between the words and pictures, it prevents each page from appearing cluttered and overwhelming. Instead of being bombarded with too much information, it allows readers to more easily digest the content presented to them.
It’s also a calming element, allowing us to “breathe” as we navigate through the material. When information on a page is presented in a dense, impenetrable manner, it can lead to frustration and disengagement. White space mitigates this by providing visual breaks, making the reading experience more pleasant and manageable.
White space is more than an aesthetic choice. It’s a tool to guide the reader through the page, improving readability and comprehension.
While reading this article, did a specific piece come to mind that could be enhanced by white space? Connect with your design partners to learn how we can help you create a more enjoyable and engaging experience for your readers.
Pete Safran, VP, Creative
March 27, 2025
Well, hopefully the context of what you have to say matters, but I am referring to your actual voice. Specifically, the sound quality of your voice as heard by the person or group on the other end of your video meeting.
You may have a new webcam mounted on your external monitor, but are you still relying on your laptop’s minuscule microphone for audio? And to boot, do you have the screen closed, blocking it even more? That’s like tossing your cellphone under a pile of coats before answering!
Now I have always maintained that it is hard for me to focus or take someone seriously when they sound terrible in an online meeting. In fact, I have — with good intentions in mind — shamed some of my colleagues into getting a microphone. But now, I have proof! In the article, “To Win Trust and Admiration, Fix Your Microphone,” Rachel Nuwer reports:
“New research published in the Proceedings of the National Academy of Sciences USA suggests … ‘In a series of experiments, that poor audio quality consistently caused listeners to negatively judge speakers in a variety of contexts — even if the message itself was exactly the same.’”
She explains that Yale researchers conducted this experiment using different quality voices both human, computerized, male and female across three basic scripts:
“Across all three scripts, and for both human and computerized voices, participants consistently rated the tinny voices as less hirable, datable, credible and intelligent.”
I mean what more do you need to hear? (Pun intended.)
Great news! The remedy is simple. You can purchase a USB microphone for around $35 online. Plug it in and you’re done. Then give me a buzz on Teams. I can’t wait to hear the sweet sound of your clear voice.
Source: Rachel Nuwer, “To Win Trust and Admiration, Fix Your Microphone,” Scientific American, March 24, 2025.
https://www.scientificamerican.com/article/to-win-trust-and-admiration-fix-your-microphone/
Theresa Pogach, Editorial Writer
January 24, 2025
Around 90 seconds after takeoff, US Airways Flight 1549 climbed through 3,000 feet and struck a flock of birds. It’s not an uncommon occurrence. Planes have hit hundreds of thousands of birds without incident- at least not for the plane. But on January 15, 2009, multiple Canadian Geese (10-15 pounds each) were sucked into both engines, turning the Airbus A320 into a silent glider.
Over the next 208 seconds, Capt. Sullenberger and co-pilot Skiles did what they were trained to do. They ran the checklists. While Sullenberger searched for l
anding options, Skiles ran the engine failure checklist. Because Skiles knew and had practiced this checklist endless times in the simulator, he could run through that protocol quickly and determine the engine restart wouldn’t work.
They moved on to the ditching protocol checklist to prepare for a water
landing. Skiles’s ownership of the checklists freed Sullenberger to focus on
critical decisions, like finding a landing site near ferries to minimize passengers’ exposure to freezing water.
Throughout it all, he maintained focus on the first item on every pilot
emergency checklist:
Fly the Plane
Aviation experts found that pilots became so focused on specific problems
they needed this fundamental reminder. In other words, they couldn’t see the
forest for the trees.
Four and a half minutes after takeoff, Flight 1549 was floating in the Hudson.
Every passenger and crew member survived. Capt. Sullenberger wasn’t done. He ran the evacuation checklist.
Most people call it the “Miracle on the Hudson.” My father, a retired 747 captain
with 40 years’ experience, calls it “the reason we have checklists.”
While marketing campaigns may not be life-or-death, they represent significant investments of time, resources, and trust from our stakeholders. Just as pilots
use checklists to ensure safe landings, marketing teams need reliable systems
to deliver successful campaigns.
A well-designed marketing checklist helps teams maintain perspective on the bigger picture (fly the plane) while ensuring every critical detail is addressed.
It also builds confidence that brand standards, compliance requirements, and campaign objectives are met – the first time.
When you’re bouncing between multiple projects, stakeholders, and deadlines,
it’s all too easy for things you know need to happen to slip through the cracks.
A thoughtful checklist can ensure you consistently deliver high-quality work,
no matter how busy your schedule gets.
Mental load is a hot topic in our daily lives. How do we keep track of kids’
activities, doctor’s appointments, fundraisers, household shopping, finances, vacation planning. The list feels endless.
In marketing, we need to keep track of multiple moving pieces. A checklist
helps offload some of that mental burden, freeing your mind to focus on the creative work.
Checklists provide a shared framework that keeps all stakeholders aligned,
from brand teams to compliance reviewers. This minimizes miscommunication and ensures critical requirements are captured upfront, reducing the dreaded
back-and-forth feedback loop.
Over time, you can refine your checklists based on lessons learned and new best practices. When we realize something is “clear as mud,” we can work collaboratively to create a crystal-clear checklist item. Instead of a one-off improvement for one project, a new checklist item can enhance future campaigns.
Start simple by identifying the key checkpoints in your marketing workflow. Consider including:
Like aviation checklists, your marketing checklist should be clear, concise, and focused on the most critical elements that deliver success. While we may not be landing a plane in the Hudson, a well-crafted checklist ensures every project lands precisely where it should- exceeding expectations and delivering tangible results.
And if you geek out on checklists like I do or know someone who needs to, you can find more stories of checklist heroes in The Checklist Manifesto by Atul Gawande.
Win for customers & stakeholders
Review requester documents and
clarify needs
Understand audience’s pain points,
needs, and motivations
Position the audience as the hero, with Lincoln as the guide
Tell a story showing how Lincoln’s
products and services will improve their lives (security, confidence)
Research and explain products simply
Avoid jargon and complex language
Provide clear next steps
(e.g., contact, get a quote, enroll)
Ensure accurate, up-to-date
contact information
Follow brand guidelines and
tone of voice
Identify and address compliance
risks early
Ensure content is readable, grammatically correct, and error-free
Jacob Zimmerman, Video Producer
September 30, 2024
Reading from a teleprompter can be daunting. It is an experience that will be strange for most people, but the goal of this article is to give you some tools to really wow your audience with your on-screen presence.
Your on-screen presence is more important than ever. Your face, your message, your personality — they all come through in the video to form your personal brand. Brand contributes to every bit of your professional life, from securing that big deal, to getting the next promotion, and being an effective leader. Creating a personal brand that is unique to you does not happen without deliberate work and consideration.
So here are a few insights on how to achieve a performance that conveys confidence and builds a brand you’ll be proud to call your own.
Success on the prompter starts with the script. It’s best to write as much of it yourself or at least rewrite it in your own words once the script is prepared for you. Your voice should come through in the read. You’ll save yourself a great deal of slipups or stumbles if you choose the words you speak naturally.
Practice is important. You need to practice your performance. Sometimes we don’t have the luxury of practice but whenever possible take advantage of time before the recording to practice aloud. Aloud is a must. You’ll discover parts of the script that just don’t flow. You’ll find points that really deserve some extra pop, and more importantly, the script will become familiar. Familiarity with the content is the secret to your success on camera.
Personality is the keystone of your brand. Make sure that you come through as human in the script and your delivery. Nothing makes an audience tune out faster than a bunch of canned language being regurgitated by a robot.
The lights, the camera, the nerves. Being on camera is abnormal. Coming off as a genuine human being is tricky. Remember: performing in a video is more than just getting a flawless take; it’s about your brand and how you’re going to be perceived.
Lean on the people present in the studio to aid in your efforts. The professionals behind the camera have a vested interest in making you look the best you can on camera. Don’t be afraid to ask for more time, a break, water, suggestions on a tricky section, hand movements, cadence — you name it! We are here for you.
Chances are you’re an expert on whatever you’re speaking to in the video. Because of this your brand has intrinsic value to the viewer. Take pride in your knowledge and leverage that prowess and dedication into a read that illuminates your brand. Every iota of effort you put into your performance will show up on screen and how your audience perceives you.
Now I realize that all of that might have been a bit heavy for a few final thoughts before a big day of filming, but if you glean anything from this article let it be two things: the video team is here to help in any and every way it can, and that if you take your time you’re going to look great! I guarantee it!
Madelyn Testa, AVP, Creative
May 21, 2024
Feedback. Just saying the word can make your palms sweat and your stomach flip. Why is it so hard to provide feedback? The answer lies in the way we do it. Brené Brown hits the nail on the head with her quote, “Clear is kind. Unclear is unkind.”
How do we get better at providing feedback? It’s a great question, but I am not sure anyone has fully cracked the code. What I do know is that as a creative team, we get a lot of feedback. A lot of feedback! The good news is there are tactics we can take to make sure the input provided is clear. The kind of feedback that will not leave the recipient scratching their head, wondering what you mean.
We need to remember that feedback is a gift! It pushes us to find more creative solutions, shines a light on things we never considered, and it helps us create better experiences for our audiences. The person providing the feedback took the time to review the work. They also commented with the intention of making the work better, aligning it to the goal, easier for the audience to understand, or whatever the reason may be — it’s a gift.
So, the next time you are faced with marking up a piece or providing feedback, remember these 4 tips. It will get you to better places faster with less frustration and more trust.
For more information on Brené Brown and her research on feedback and leadership, go to
https://brenebrown.com/articles/2018/10/15/clear-is-kind-unclear-is-unkind/.
Pete Safran, VP, Creative
February 21, 2024
Have you ever played that game where you tap a beat and your friends or family try to guess what song you’re tapping? As the tapper, you might get mildly frustrated when they can’t easily guess the tune.
Well, you’re not alone in that frustration. In 1990, a Stanford University graduate student conducted an experiment and found that subjects predicted their tapped song would be easily guessed 50% of the time. But would you believe it was only 2.5%! That’s right, there were only three correct guesses out of 120 tries.
So why is that? Why are we so confident that people will be able to guess the song we hear in our head when in reality it’s so hard to do?
The answer is called the Curse of Knowledge. When you know something or hear it in your head, you project that knowledge onto those around you and expect they can easily fill in the blanks. The problem is that without that other information, they often can’t.
This holds true across many areas of business, including communications and creative expression.
Many times, when people engage Creatives, they give some basic facts through an email or a workflow tool and hope that the individual will “pick it up and run with it.” Or “just go ahead and get started.”
Well, just like the tapping game, Creatives can’t know what is in your head.
The solution is very simple. Ask yourself, what is that Curse of Knowledge I have, and that they need? Then schedule a 15 – 30-minute discovery meeting to relay that information. Just like when you finally hum the tune in the tapping game and everyone says, “yes of course,” this simple discussion can help us hear the tune of your project. This will enable us to be successful and allow us all to sing the same song.
Source: Chip and Dan Heath, “The Curse of Knowledge,” Harvard Business Review, December 2006. https://hbr.org/2006/12/the-curse-of-knowledge
Pete Safran, VP, Creative
February 21, 2024
I can’t tell you how many times as Creatives we hear, “I know you’ll work your magic.”
In my early career, the first few times I heard this I was flattered. I thought, they must think I am a sorcerer or magician of sorts who has special powers that can conjure up visual delight. After all, they would give me an assignment, and maybe some brief information and instructions, and in just a few weeks they would be watching a cool video that elicited emotion and enjoyment. However, as the years rolled by, timelines grew shorter, projects multiplied, stakes were raised, and pressure mounted. All of this made me reevaluate this “magic” that my entire team and I seemingly were performing.
Now as most practical and realistic adults know, magic doesn’t exist. But unlike most magicians who don’t want their secrets revealed, it’s time for us to remove the veil of secrecy.
You see, magic implies that we just snap our fingers, and our creations quickly appear before your very eyes. But the secret to our magic is actually a lot of hours poured into our different creative tools. This after years and years of creative education, apprenticeships, exploration, criticism, evaluation and plenty of failures. Rather than magic wands, we use cameras, lenses, lights, sketchpads, design software, dozens of digital tools, and of course, brain power and creativity.
The beauty of it all is we truly LOVE the work we do and the professions we chose. It’s a part of who we are. We just hope you can appreciate that often we are up to the wee hours of the night in an effort to conjure up a spectacle of wonder that you call, MAGIC.
Studio
Radnor and Greensboro
Pete Safran, VP, Creative
May 24, 2024
Some helpful tips to prepare for filming day.
Virtual
Record from anywhere via an app or computer
Location
In an office, at an event or at a hired location
