Bob Boord
🏆 Squarespace Online Course Graduate 🏆- ilovecreatives Approved!
WHAT DO YOU DO?
“I’m a creative + art director who makes things happen. ”
I create branding, print, digital and video to build and launch brands—and get results.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
For most of my career, I’ve worked with a mix of small businesses, startups, non-profits and large corporations. Since starting my own business, I’ve used the lessons I’ve learned working for the big guys to help the little guys. I grew up in an entrepreneurial home. My parents had multiple businesses over the years so I know what it’s like to invest your hard-earned money into your own business. That’s why I treat the client’s money like my own and make sure every penny is wisely invested.
How do you stand out in your field?
I try to truly understand my client’s story. Why do they do what they do? Why should I choose them over the competition? Then I distill that message to its essence and find the best way to tell their story in a way that connects with people. People justify their decisions with facts, but they make them with their emotions.
I also find a way to help them stand out. Great ideas and originality always win. I have a different way of looking at things that makes clients and say, “That’s not at all what I was expecting—it’s much better than what I pictured!” Getting noticed helps them achieve their goals and wins a few awards too!
One CEO called me the most strategic designer she ever met. While I’m highly creative, I also make sure it’s going to work.
WHAT ARE YOU WORKING ON RIGHT NOW?
I’m currently creating a direct mail package for a candy company, branding a new play festival, and a website for a massage therapist.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
Brutal simplicity. If something doesn’t help tell the story, it’s got to go. That doesn’t mean plain though. I use a lot of color, explore the depths of my typography skills and knowledge, and art direct photo shoots, direct videos, or create original illustrations to bring the ideas to life.
I think the brand we created for CBC Marketing is a great example of this. We distilled a complex message into a simple, easy to understand story. Using our knowledge of Squarespace, CSS and HTML, we were able to cut out the development budget and redirect it toward custom illustration and animations.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
It’s not a wish—I’m doing it. I’ve always wanted to help small businesses launch, grow and succeed. Because of my parents, I have a special place in my heart for Mom and Pop restaurants. And I love working with arts organizations.
Wishlist clients:
Craft breweries
Original restaurants
Bars
Record label
Publisher
People who care about commitment and craft make amazing clients
WHAT IS FRUSTRATING YOU RIGHT NOW?
I never seem to have time to work on MY projects. I have a podcast and book that could be amazing if I ever have time to work on them. My clients keep me pretty busy, and I’ve added some pro bono work to help make this crazy world just a little bit better. I just need to be better out carving out some time for my passion projects.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
I would pay someone to work out for me. I love the feeling after a nice long run or some soothing yoga. I like the burn after resistance training. But it’s hard work. And it’s hard to find the time. Then again, that’s when I have some of my best ideas. So maybe I’ll keep doing it myself.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I would have told myself years ago to start my own business. I always thought I wasn’t ready, that there was more to learn, that no one would listen to me. I was wrong. It’s also what so many of my clients say to me. They love what they’re doing. They just wish they’d started sooner.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I seek out experts all the time. I value being a generalist and being able to bring broad knowledge to the table. But sometimes you need to learn the details. In the past year, I spent three days in a deep dive with some of the top lettering and type designers on the planet, got a developer to explain to me in detail how we could pull off an astonishingly complex ordering system, and took classes from experts on how to start my podcast.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I love to work in all media—tv, video, digital, print, social. For small businesses, a lot of that can seem to be out of reach or impractical. So I usually concentrate on helping them define what makes their business stand out and creating a brand that reflects that. Then we usually create a website in Squarespace. I’ve even found ways to make videos that look great but don’t break the bank. I also hope they need print collateral.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I try to make sure everything works together. So I love to work with clients who can or want to see the big picture. I love helping them find their voice and express it in a way that other people will care about. So we build brands, make websites, create promotions that drive results, and share their dream with the world.I lead the AIGA Mentor Program Collaborative Projects. So I literally teach the class in collaboration. It’s one of the best parts of this job.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
I have a form on my site that asks you a few questions that you may have to think about a bit. But in return we can have a productive conversation, and it allows me to give you a more accurate estimate.
HOW DO YOU STAY CREATIVE?
Be open, stay loose, and have fun.
This member profile was originally published in September 2020.