An interview with Martha Marchesi, VP, Director of Creative and Marketing Services

For nearly 30 years JK Design has helped companies connect with their customers by producing award-winning creative work spanning the print, web, mobile, interactive, and video categories.

Recently, we took a leap forward – creating a new department devoted to marketing strategy and branding. It’s the latest step in our evolution as a full-service creative and interactive agency with the capabilities to help our clients achieve success at every stage of their journey.

In this installment of our ongoing series of employee interviews, we sat down with department director Martha Marchesi to get her take on how this new department is transforming our agency and helping our clients build their brands.

Omar Joseph (OJ): Tell me a little about your business background.

Martha Marchesi (MM): I’ve been in advertising for almost 30 years! I was fortunate to land a job right out of college working at a Madison Avenue advertising agency as a junior copywriter. I’ve worked at a lot of NYC shops – Saatchi and Saatchi, Young & Rubicam, Grey, McCaffrey & McCall, to name a few. I came up through the creative ranks as a writer, then became creative director. I finally decided to trade in the commute and built a successful freelance business, creating strategic and creative solutions for clients across a wide range of industries and product categories.

OJ: You began working with us as a freelancer. What intrigued you about taking a full-time position here?

MM: I really admire Jerry [Kaulius] and the company he’s built. I felt that working at JK Design would be a good ‘fit’ for me. Over the years, I’d become more involved in projects at the strategic level and really loved it.

The idea of being able to utilize both my creative and marketing skills was incredibly appealing. I knew that my role would help the agency realize its goal of being a full-service advertising agency so I joined the team.

OJ: You’re the VP, Director of Creative and Marketing Services. What exactly is that?

MM: I help clients with strategic issues, challenges, and opportunities – anything from launching a new product to repositioning a mature brand to assessing the current competitive landscape.

I also leverage my creative skills to ensure that any creative elements and messaging are aligned with the strategic goals. I’m able to help designers and writers translate and execute off the brand platform – so that every communication fully reflects the brand’s intended message.

OJ: When you first accepted the position, what was your vision for the department?

MM: My vision was a big one: Help clients think about their brands in ways that they never had before. I think real opportunities present themselves when you’re willing to ‘think outside the box.’

OJ: When you arrived you were, in essence, creating a new department by yourself. How have you handled that challenge?

MM: I’ve had wonderful support here at JK. Our lead writer Chris Milan, who also has a branding background, is a great strategic thinker, and Ashley Summerer is both an outstanding account manager and a terrific member of the JK branding/marketing team!

OJ: How do you interact with and help our clients?

MM: I think one of the most important things I do is to help clients reach consensus on challenges or issues. The only way to move forward is to have everyone on the same page. My job is to facilitate that discussion and help bring disparate opinions and perspectives together.

OJ: Tell me about the marketing and branding sessions you facilitate.

MM: In a marketing session, we take an in-depth look at the target audience, strategic goals, challenges, and opportunities, and we also assess the current competitive landscape. From there, we create a ‘strategic blueprint’ – a plan for reaching the desired outcomes in the best way possible.

A branding session is designed to create a ‘brand blueprint’ that aligns with strategic objectives. We work together to determine a brand’s personality, its most motivating and differentiating aspects, and build a strong brand platform that becomes the foundation for all communications.

OJ: Most companies don’t rebrand and completely change their marketing strategies often. How often do you think companies should participate in the type of sessions you lead?

MM: A company needs to make sure that its branding and marketing strategies are line with its business plan, which typically is a three- or five-year plan. There can also be quite a bit of change within that timeframe, from the competitive landscape to customer needs or behaviors. Any company needs to make sure that its brand stays current – or risk falling behind the competition.

OJ: You have an obvious passion for what you do.  What is it about your job that makes you want to get out of bed every day?

MM: I love wearing two hats! I have a passion for the strategic side and the creative side. This job allows me to leverage both. There is nothing more satisfying than watching a client find that fruitful new space, that powerful new voice, for their brand.

OJ: You’ve been deep in the trenches recently managing a number of marketing and branding sessions. Once the smoke clears, what’s on the horizon for your department?

MM: JK Design is known for being an innovator, and I’d like to bring some of our cutting-edge technology to the branding/marketing department! For starters, I would like to utilize our proprietary collaborative iPad application for group feedback.

OJ: Much of your job involves being creative or helping people think creatively about their brand. What inspires you to be creative?

MM: I am always looking for the ‘road less traveled,’ taking a different, unexpected approach. Today’s marketplace is tougher than ever – but there are a lot of awe-inspiring brands out there, and it’s important to learn from them.

OJ: You keep a frantic pace at work. How do you unwind when you’re not here?

MM: I run lots of miles, and I ride my mountain bike! I’m also a voracious reader.

To find out more about how you can launch, build, or revitalize your brand, touch base with Martha here.

When Terumo Interventional Systems recently decided it was time to move their operations to a larger location, they turned to JK Design to help facilitate the move and brand their new Class-A space.

I sat down with our Terumo account manager, Kurt Matthews, to find out more about the unique challenges posed by this project and the solutions we created.

Omar Joseph (OJ): So, Kurt, tell me about our existing relationship with Terumo.

Kurt Matthews (KM): We work with Terumo Interventional Systems, a division of Terumo Medical Corporation. We’ve provided them with creative services for collateral, trade show materials, e-mail, video, and interactive projects for the past four years.

OJ: How did this particular project come about?

KM: Terumo told us they would be moving into class A space in a few months and wanted us to create artistic and provocative graphics to brand their new space.

When we met with them we realized the project was a bit more complex than just a simple lobby graphics job. They actually wanted a multi-phase project. We recently completed the phase that included additions to their reception area, main entrance, seating areas and conference rooms.

OJ: It sounds like you had your work cut out for you with this project. How did you approach it?

KM: You’re right. There was a lot to tackle. To get it done on time and successfully, we created a 15-person project team. Our team was anchored with three art directors: Bill Church, Chuck Baum, and Martin Jones. They established the overall vision for the project.

Christie Gucker, Mike King, and Nick Guido handled the production end. They prepared comps and presentation boards and preflighted every piece that went into production.

John Geoghegan, our 3-D animator, created amazing 3-D renderings from the designer’s concepts and blueprints. And I can’t forget our talented photographer, Tom Kosa. He took some amazing photographs that were the basis for our artwork.

OJ: What were some of the main challenges you faced with this project?

KM: There were a lot of logistics involved. Christie, our production director, had to manage the entire team and coordinate scheduling, procurement, and installation. She did an excellent job.

In the end, we all worked together and got everything done.

OJ: Tell me about exactly what we created for Terumo.

KM: We realized that we had the opportunity to create some spectacular artwork with a uniquely “Terumo” twist. In the reception area we installed three elements: a large logo sign mounted behind the receptionist area, vinyl lettering on the glass doors, and – my favorite part – steel plate renderings for the walls.

We photographed and retouched some of Terumo’s products to use as the basis for these 2-by-3-foot steel plate renderings. They were created with a special etching process that created incredible results and hung using a thin cable wire system that makes them look like they are floating.

Martin dreamed up two oversized murals that were installed on large, curved divider walls that stretched from floor to ceiling. On the opposite side of the curved walls, we installed company values and vision statements using metal letters.

All the conference rooms were decorated with new black and white prints of the Terumo products. These were produced with spectacular photography shots created with macro lenses, interesting croppings, and unusual angles. Chuck then retouched them to add some additional flair and create a more abstract look. The prints were also installed using a thin cable wire system. I love this concept because Terumo’s leading product is a thin wire used in minimally invasive medical procedures.

OJ: What was the client’s reaction to the final results?

KM: The client loves it! I’m very happy to report that I’ve received excellent compliments from many people at Terumo. The murals are bright and colorful and they’re getting a lot of attention from everyone. The black and white photos are amazing and creating a real buzz around the Terumo office.

Their lobby now has a “wow” factor that gives visitors a very positive impression of Terumo. Thanks to our team’s hard work, we were able to meet the client’s objectives and exceed their expectations.

JK Design Announces Expansion of Print Division
New Jersey/New York Creative Services Agency Welcomes Lucy San Philips as Production Artist

Hillsborough, N.J., May 11, 2011 – JK Design, a leading creative services agency with offices in central New Jersey and New York City, has expanded its print division by hiring a new production artist.

Lucy San Philips is a veteran graphic artist with more than 17 years of experience. Prior to joining JK Design as a production artist on the print team, she held a variety of positions as graphic designer and art director for major marketing and advertising agencies in the New York metropolitan area. She has also worked as a freelance designer and served as president, art director, and managing partner for a design group focused on the music industry. At JK Design, she is responsible for design and production of a wide variety of marketing and promotional materials including ads, trade show graphics, annual reports, brochures, logos, and direct mail pieces. She earned a degree in art and advertising design from New York City College of Technology and is fluent in Spanish.

“As a freelancer with our agency, Lucy has proven to be a highly creative designer with the ability to get up to speed quickly on any project, fully understand our clients’ needs, and consistently exceed their expectations,” said Jerry Kaulius, founder and president of JK Design. “I’m very happy to welcome her as a full-time member of our print staff, where I know she will bring her enthusiasm, energy, and unique artistic perspective to our work and help us to maintain our high level of customer service.”

JK Design’s headquarters is located in the historic Staats House in Hillsborough, NJ. The company also has an office in the Chelsea neighborhood of midtown Manhattan, just minutes from New York Penn Station.

About JK Design
In business for more than 25 years, JK Design is a creative services agency specializing in strategy and branding, print, Web, mobile, interactive, and video projects. The agency is a recent winner of two Telly Awards, a Communicator Award, and a MarCom Platinum Award. JK Design provides a wide range of innovative design, advertising, and marketing services, including: Web design and development, iPad and mobile app development, branding, logos, email marketing, multimedia and video animation and production, marketing strategies, advertising, corporate collateral design and production, exhibit graphics, packaging, and Internet-based virtual tradeshows. For more information: 908-428-4700 (NJ), 646-794-4180 (NYC), or www.jkdesign.com.