CREATIVE DIRECTOR/SENIOR PARTNER
QUILL CREATIVE, OSHKOSH WI
Joshua Tyner is an experienced branding and design professional who has been developing and implementing brand strategies for over 15 years. He founded Quill Creative in 2015, where he leads a team of talented designers and strategists who have helped numerous businesses, from startups to Fortune 500 companies, create strong brand identities, position themselves effectively in the market, and design memorable brand experiences.
Joshua’s areas of expertise include strategic messaging, corporate identity, package design, and government proposal responses. He has a proven track record of success in developing and implementing impactful branding strategies that resonate with target audiences.
Quill Creative is a full-service branding and creative agency that offers a comprehensive range of services, from brand strategy and identity development to website design and packaging design. We believe that every brand has a unique story to tell, and we are committed to helping our clients find their voice and share it with the world. We take pride in working with a variety of clients, such as Oshkosh Corporation, Great Northern Corporation, Good Foods, and Feeding America. We are passionate about building long-term partnerships with our clients and helping them achieve their branding goals.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design in supporting and shaping commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own design career or business?
The future of graphic design seems to be very bright and more important than ever. As our society continues to change its views and values, design will play a pivotal role in establishing brands and causes in a very competitive space. Design that is purposeful and personal will be critical to creating genuine connections and ultimately shaping our perceptions in the long term. At Quill Creative, we are receiving more requests from brands that want to tell their stories with intent and build relationships with customers based on shared values. With such objectives, our work is becoming increasingly collaborative with brands and we are designing unique brand systems that permeate throughout organizations from the ground up.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
We have noticed that brands are increasingly focused on the design of their packaging as a way to create a stronger emotional connection with their customers. With the rise of new media forms and an increasingly crowded marketplace, packaging will continue to be a key area of focus for brands. Packaging has a unique advantage over other forms of communication, due to its physical nature and tactile experience. However, due to the multitude of sales and distribution methods available the need for packaging to be tailored and personalized has risen. This presents great design opportunities and poses great challenges in utilizing the physicality in a meaningful way, across many variations, while maintaining brand integrity and consumer connection. From a trend perspective, there is a high demand for sustainable materials and repurposable structures in packaging design. These types of packaging offer fantastic design opportunities as they can serve multiple purposes. We are seeing some of the best work done when brands design their packaging to communicate effectively and resonate with the audience throughout the entire lifecycle.
