The Crew Log

An Ongoing Anthology of Moon Musings

2013 in Review

Just when you thought all of the hullaballoo of a new year had subsided we’ve gone and given you one last look back at 2013 (you may also remember our fashionably late recap from last year). Despite any number 13 superstitions you may have, 2013 turned out to be a lucky year for MCG.Hope your year was filled with as many wonderful memories as ours was. What were some of your hilights from 2013?


The List(s)

I’ve never been much for New Year’s resolutions. But, the start of each year always compels me to evaluate my habits. Usually this means new organizers, the latest app which will revolutionize my life, introducing new strategies for keeping my pantry stocked or another such time-saving idea. The thing is, I’ve always struggled with staying on top of my to-do list and yet I’ve always been a little obsessed with organization. I think it has a lot to do with being a designer and how our brains work.

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Happy Holidays from MCG

Each year MCG takes on the tradition of designing a gift as a small thank you for our clients. Gearing up for the holiday season, this year had a different feel. It has been a year full of changes for Moonlight: Karen stepped into retirement, we said goodbye as we sent Brady and Jenni off on their next life adventures and then said hello as Kerri and Hannah joined the team. With our new dynamics we wanted this year’s gift to be a true creative collaboration, giving us the opportunity to spend time with each other outside of the office. Plus, one thing hasn’t changed, we have wonderful clients that we want to take time to appreciate.

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Color of the Office 2014

Come December, the design world waits in anticipation of Pantone’s announcement of their “Color of the Year”. The chosen color simultaneously reacts to current trends and predicts their growth for the next year.

Yesterday, Pantone officially announced that 2014’s color of the year: Radiant Orchid. 

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Good, Fast, Cheap

Lots of industries use this method to determine the parameters of how a project can be completed. Some wonder why every project can’t be delivered within all three limits each time; but everything has tradeoffs, which makes Pick Two the rule of thumb. Here is how each option breaks down.
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Creative Studio, an MCG Story

A marketer and an advertiser walk into a bar, and then they blog about it #YOLO. Welcome to 2013, where our jokes aren’t funny. Speaking of marketing and advertising, though, how does Moonlight Creative Group fit in to it all?
Marketing is the process of communicating the value of a product or service to customers for the purpose of selling the product or service. Traditional marketing firms play a very important role in the coordination of that process and its outcomes through research, strategy, positioning, and planning (to name a few).
Is Moonlight Creative a marketing firmNot exactly. Sure, parts of that process show up in the projects we encounter (e.g. market research/analysis, understanding and identifying audience, media planning and buying, etc.), and it is vital to the decisions we make as we tell our partner’s stories. However, we do not consider it our bread n’ butter.
Well, is Moonlight an ad agency you might ask after reading that question? Not technically. Traditionally, ad agencies are dedicated to creating, planning, and handling advertising and other promotional collateral. Moonlight is dedicated to advertising and promoting, but we are also committed to informing, advocating, entertaining, expressing, educating, and transforming.
What does that make Moonlight then? We are coining the term “creative studio:” a hodge-podge, mix-mash, boutique version of the above combined. The focus of our process and dedication is in telling your story. We don’t have departments or account reps, but we do have a family of designers, marketers, innovators, and developers working together to help tell your story.
So what does Moonlight do? Simply put – we define problems, create solutions, and deploy the interventions. Sometimes those interventions are in the form of marketing plans, advertising campaigns, or even space advertising (using our personal rocket ship), but the secret to our success is that we are all about you. We believe that each client has a unique story to tell and we are passionate about telling it.”
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