Back by popular demand: Hey Joey! Primitivism and brand positioning.

see larger image here.

We noticed may people searching for "Hey Joey"...so we brought him back.

These are only a few of the images we captured while visiting the great Coney Island in Brooklyn, New York.

A couple of things occurred to me when I reviewed the images.

The current incarnation of Coney Island signals the end of an era.

This is true here, and I suspect it has happened/will be happening around the country and around the world. The simple primitive "painted sign" design style is quickly becoming a thing of the past - and a thing of picture books. Progress must not stop, and it is sometimes sad when progress happens. I don't think I know how to paint images like the one above - but if I did, would my current clients want it?

Some of the most thoughtful design comes from artists and designers who have absolutely no concept of brand strategy.

There are some things that are perfect. Simple. Innocent. They are effective and informed by "place" and emotion. One of the taglines for a clam bar in Coney Island is "Hey Joey". This is one of the most brilliant pieces of advertising design I have ever seen. The reason it is perfect is this:

1.) It is informed by "place"
2.) It is informed by "emotion"
3.) It is simple - and speaks to the essence of the brand in a profoundly simple way without delivering platitudes.

Most importantly - it is memorable. The design of "Joey" is hand painted and primitive - but it is so perfect. You know as well as I do you could never do this. I could never do this. Illustrator is not designed to make primitive art! Bezier curves are alien to this vernacular.

What's my point in all this?

If your messaging and design is true to the brand as much as Joey is - you will probably have a compelling reason for consumers to buy it. At the end of the day, it doesn't fucking matter what you are selling - clams or Maybachs - the positioning of a brand and how you execute that platform will determine it's success. I will be simple - like Joey - people sense bullshit a mile away.

You can't get away with certain things anymore (actually for quite some time.)

All I need to say is "Shoot the Freak"

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