One of the big differences between art and design is that art is mostly about commentary—it’s making a statement that you’re expecting other people to contemplate and be moved by, emotionally, or altered by, in terms of their perceptions. Whereas design is really about solving a problem that makes something more pragmatic, and useful, and valuable or valued, and of course you can add qualities of aesthetics to that, that make it also a delight.
But Black Lion is way more than just design and aesthetics. We’re marketing professionals. It is the overall strategy and function of promoting a product or service to the customer. The American Marketing Association defines marketing as The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
We work with businesses to create or refine their vision and mission and then their business and marketing plans. While a business plan generally outlines your entire business, a marketing plan focuses specifically, and in more detail, on just that one function. When business owners want to dive deeper into their marketing strategy they will likely put together a detailed plan that outlines their marketing goals—as well as the steps needed to accomplish them.