Candeo Creative : Blog

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Just My Type – Choosing The Right Font

Millions of fonts are available at your fingertips. Times New Roman. Helvetica. Comic Sans. With so many fonts to choose from, it is easy to feel overwhelmed, or to feel that you need to use as many fonts as you can in your publication. You can survive the immense ocean of fonts by remembering two rules:

1. Consider your goal. What tone are you going for in your campaign? Is it for a sophisticated brand? Or is it a brand that’s more fun and playful? A brand that leans toward being clean and simplistic? Or is it brand that is more text heavy?

2. Stick to three fonts or less in one document (unless, of course, you’re writing a blog entry about font choices!)

There are multiple types of font styles. The main three are serif, sans serif and calligraphy. Each style has its own voice.


Serif fonts, defined by Merriam-Webster, are fonts with “any of the short lines stemming from and at an angle to the upper and lower ends of the strokes of a letter. They lend a sense of prestige. A 2015 study done by Siegel + Gale showed that logos that employ serif fonts are often perceived as respectable, sophisticated and traditional. They can also be seen as being exclusive. Take a look at the logos for Tiffany & Co., The Gap and Coach.


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Sans Serif

Sans serif fonts are fonts without strokes on the letterforms (Sans being the French word for without). Typically, they are used in minimalist styles. They give a modern,clean feel and are recommended for large bodies of text on the web since lower resolutions on monitors can make complex looking serif fonts difficult to decipher on a screen. Examples of sans serif fonts in logos include the Facebook logo, Nike logo and redesigned Google logo.


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Google Logo

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Calligraphy is a rising trend in graphic design. In a time when schools have cut back on teaching cursive writing, it is interesting to see the art form gain popularity. Calligraphy evokes a sense of class and a vintage aesthetic that many millennials find genuine as well as aesthetically pleasing. The Siegel + Gale study showed that calligraphy and handwritten fonts are regarded as highly trendy, fun, friendly and stylish. Disney, Instagram and Ray-Ban all use calligraphy or handwritten fonts.


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Different fonts lend different moods to your publications. Take care to choose the font that meets your brand’s goals. It will help support the voice in your writing and grab your audience’s attention.

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The PB & J of Relationship Marketing

A few years ago I had no clue about public relations (PR). If you were to ask me what PR was then, I most likely would have responded “the cool men and women who wear the nice suits.” Since graduating college with a bachelor’s in journalism and an emphasis in PR, I’ve learned PR is much more than the cool men and women who wear nice suits. Yes, I got my bang for my buck.

When it comes to PR and marketing, PR is like peanut butter and marketing is like jelly. PR is a team-oriented profession focused on helping businesses maintain and expand relationships with communities. Although there are negative connotations surrounding PR (like spin doctor), the No. 1 objective of PR is to serve the public.

There’s no doubt PB & J coexists, but how does PR and marketing coexist?

peanut butter
How does PR apply to marketing?

PR and marketing rely on strategic planning to be successful. You can think of strategic planning as the bread that holds PR and marketing together. Today, it seems as though marketing overshadows PR, but it does not. PR and marketing have become integrated marketing and communications. I like to think of PR as return on relationship and marketing as return on investment.


So who plays the role of the glass of milk in relationship marketing?

The target audience is the glass of milk PR and marketing pros work to keep chilled. PR and marketing pros work alongside one another to execute a mutual goal. Besides writing, PR pros spend time analyzing the the target audience to learn how to maintain healthy relationships. Marketing pros work to understand their target audience to help a company sell a product or service. There’s no one without the other, like the classic PB & J sandwich.

Bon appetit!

PB&J sandwich

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Candeo: A Rare Breed

Looking back and reflecting on my time at Candeo Creative, I’ve realized there are so many unique aspects of the agency that you just won’t find anywhere else. I could talk about what makes this place so special for hours, but instead I’ll highlight five things that stick out to me above the rest.

The Culture

Random dance parties, launching paper clips across the office, cracking a cold one at 4 p.m. after a long day, shooting some hoops at our indoor basketball hoop, putting a hole in-one on our mini golf green…these are all small things that make our culture unique. More than that though, the energy in the office is unexplainable. When you walk into the office, you can just feel the positive energy in the air. We feed off each other’s energy and build each other up. We have fun but know how to get down to business, too. I’m blessed to have been able to be a part of that.

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Recently we were asked to take the Myers & Briggs personality test to become familiar with our own traits and the traits of our coworkers. Last week at our Monday morning meeting, we went over the results. It was so interesting to see the variety of personalities we have in the office. I am personally an ENFJ, which stands for extrovert, intuition, feeling and judgement. Every personality type at Candeo Creative makes up the persona of our agency. It makes us the fierce, rebellious, youthful agency that we are. At Candeo Creative, you can show up every single day exactly as you are and you will be accepted with open arms. You can truly be yourself without feeling like you’re hiding any part of who you are. I have said it before and I’ll say it again, I am so incredibly grateful that I can show up to work every day as exactly who I am. It makes work feel more like, well, home.

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I went through some major transitions in my life recently and my coworkers were there for me without hesitation. They were there to rally behind me, they were there to check in on me and they were there for good laughs and great conversation. I can confidently say that if anyone was going through a major transition like I was, I would be there for them, too. The relationships that are built at Candeo Creative speak volumes about the kind of people the agency hires. Not only are they hardworking, talented individuals, they are also personable and caring. Relationships don’t end internally either. As our owner, Zack Pawlosky said, “We’re a creative agency that works with Fortune 500 clients and fosters positive, long-lasting, client relationships. That’s something we can all be proud of.”

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Youthful Talent

There are many layers and dimensions to what I mean by youthful talent. I’ll start with the facts. Zack Pawlosky started Candeo Creative when he was a 19-year-old student at University of Wisconsin Oshkosh. It has been operating for three years. Many of the team members are in their 20s and a lot of us are in similar stages of our lives. This aspect of our agency may be seen as a weakness, but in reality I’d say it’s one of our biggest strengths. We have talented designers, writers and creators that are passionate about what they do. We have a zest for life, wide-eyes with big dreams for the future with a fresh outlook on marketing and advertising. We’re innovative, motivated and hungry – always craving the next big opportunity.

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The Unicorn

Throughout our office, stamped on shirts and pins, and in our hearts lies a rare breed – the unicorn. Why does this appear in so many places in our office? Well, the unicorn means something a little different to each Candeoian, but to me, the unicorn embodies so much of what Candeo Creative stands for. I came across this quote and I couldn’t have said it better myself:

“The unicorn is part of the world of nature and part of the world of dreams – and completely of the heart. In many ways, it is a symbol of our longing for the mysterious and the unattainable.”

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Candeo Creative works with a disregard for the impossible. No task is too big or too scary. We believe that nothing is unattainable. Our culture, individuality, relationships and youthful talent combine to build an agency where creativity in all things is at the heart of our existence. The unicorn symbolizes purity and youthfulness, power and energy, mysticism and wonder.

Follow Morgan Short on Twitter.

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Planning a Website

My niece asked me if I still developed new websites. Being a Website Developer I, of course, said yes. Why wouldn’t we? Her next question surprised me.

“Well, doesn’t everyone already have a website?”

Granted, this question came from my 10-year-old niece, I still wondered how many other people thought this?

There are several reasons you might want to plan a new website, including:

  • Updating an out-of-date website
  • Starting a new business
  • Releasing a new product line
  • Wanting to put your ideas or thoughts into an interesting blog
  • Raising awareness for a cause
  • Earning money

Now, the big question: where do you start? This can be a stressful and overwhelming question for people or businesses owners that have never had to consider it before.

The answer: you need a plan. The most basic steps you need to know are as follows:

Determine the Goal of Your Website

Some possible goals could be:

Educate: Inform people on a cause, service, product or a topic of interest, such as politics or movies.

Sell: Provide a product or service useful for people.

Question: Pose questions on popular beliefs, legislation or current events for healthy online discussions.

Share: Upload photos, recipes or other resources people may find useful.

Once you’ve determined the goal of your website, you can proceed onto the next step of your plan.

Find a Developer

Photo courtesy of

Photo courtesy of

This can be the most nerve-racking part of the plan, but it’s the most important part of the plan, especially if you have no experience in website development.

There are many different types of developers and agencies involved in website development. You need to find the developer or agency that will help you fulfill the goals you have set for your website.

Development agencies can range from simple coding companies to niche development agencies to full-service marketing agencies.

Many of these agencies will offer graphic and copy development, as well as programming services. Full-service marketing agencies go beyond the website, graphics, copy and programming to help refine your original goals and set up strategies for achieving those goals. This can include promoting your website and helping you in the next steps of your plan.

Set Your Budget

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Photo courtesy of

How much do you want to spend on your website? An easy question, but a tough one to answer.

Pick Your Domain Name

This step isn’t necessary if you already have a domain, but it is my favorite part of creating a brand new website. Go to or one of the many other registrars out there to see if the domain name you want is available. If it isn’t, many of these registrars will give you a list of available alternatives.

Keep in mind that just because these companies offer hosting, it does not mean you have to host with them if you purchase your domain name through them. A development or marketing agency can help you decide on the best hosting solution for your website, too.

Instead of stressing, have fun planning your new website!


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5 Reasons Going On Vacation Is A GOOD Thing For Your Work!

When working in a marketing agency, your day-to-day activities are stressful, hectic and challenging. You start to become numb to your surroundings and everything becomes about your current projects, organizational tasks or, even worse, lists upon lists of what needs to get done the following day. Not only is the life in the marketing industry chaotic, so is the world in general. People never take a moment to slow down and experience the life they are given. According to a survey conducted by Harris Interactive and Expedia, 33 percent of us leave vacation days on the table. Getting away from your work surroundings has never been more important for your health and your mentality. Here are 5 excuses for you to book your next vacation, yesterday:

1. Time away will give you more energy on a daily basis.

Jamie and her husband Ross on a trip to Las Vegas.

Jamie and her husband Ross on a trip to Las Vegas.

In 2011, Andrew Sheng and Robert Johnson from Business Insider stated, “Experts from the University of

Pittsburgh and Radboud University both said that people had more energy and felt more satisfied with life on vacation.”

Recently my husband and I took a trip to Las Vegas. While not the most relaxing vacation, just the energy and life that Vegas brings really helped me forget about work and just focus on my husband and I having an amazing time. The lights, music and dancing had a lasting impression on us. When we returned, we were still hyped about what we had just experienced.

Brenda Wilson from NPR states, “Researchers from the center surveyed 1,399 participants who’d been recruited for four other studies on breast cancer, cardiovascular disease and other conditions. They were asked how often they’d spent the previous month doing something they enjoyed. Leisure, including vacation…contributed to more positive emotions and fewer negative emotions and depression.”

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2. The time away from work is when we can have our best ideas!

Robert Kriegel, the author of How To Succeed In Business Without Working So Damn Hard  said that many workers get their best ideas away from work.”

Los Angeles psychologist Robert Butterworth told ABC News, “The break will allow you to refresh your brain cells.”

Andrew Medal recently wrote an article for called 14 Things Nobody Told You About Being Creative. He said that most of his personal creativity comes from the world around him.

“The moment I try to ‘get in the zone’ and start getting creative is typically the moment where I feel the creative block,” he said. “Exploring the world eyes wide open will give you the creative fodder you need.”

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3. Acting like a kid again, who wouldn’t want that?

Following a strict schedule day in and day out is draining. When you’re focused, stressed and always on your toes, you forget about the little things that make life enjoyable, such as laughing, dancing and goofing around.

Being on vacation, you don’t have to wake up at a certain time. You can just relax and do whatever the hell you want. Perrrrfection.

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4. Time in the sun allows for a more productive, happier day at work.

According to Sheng and Johnson, “34 percent of professionals come back from vacations and are more productive. They also feel better about their jobs.”

Sunshine is known to boost levels of serotonin, which is the body’s natural happy hormone! That’s why people love summer. People are more energetic and feel genuinely happier. The sun also lowers melatonin levels, which helps regulate sleep so you feel more awake and ready to go when you wake up.

5. Show confidence in taking off; it speaks volumes to your boss and your co-workers!

If you aren’t using the paid vacation you have, you are essentially working for free. Taking your time off shows that you are letting your boss’s know you are important and you deserve the time off. It also encourages co-workers around you to do the same!

So … after all that, what’s your next destination?

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