When starting a new business: Who, What, Where, Venn.

This has got to be the most spot on infographic I've ever come across.

It gets every agency's initial meeting with the client across to the onlooker in sheer clarity.

Clients need to understand that designers/agencies do not have their ideas/designs stored in a secret little magic box inside their brain/body/office.... we don't just have to pull it out on demand. We actually use that spaghetti-looking-organ we like to call a brain.

You must be aware that a logo is every business' identity that sticks forever, therefore the logo/corporate ID is probably the most expensive item on any agency rate card and rightly so.

If you want utter crap for a low cost, that is possible. All we have to do is throw a few vectors together and give you an uberly unimpressive bunch of rubbish which will eventually die down, be discarded or just lie there uselessly on your website or store front.

And please, PICK a name for your company/brand/service that is unique and applicable to your particular industry. Pick a name which has a ".com" domain available, that gives you a better indication of how original or not your name is.

When picking brand colors, try picking 2 or maximum 3. Unless you're selling Gola Gunda! When you pick colors, do a little reading up on color theory (unless you're leaving that part to the agency as well)

Do NOT and I repeat, DO NOT compromise the initial development of your brand's logo by going for templates or Pakistan chowk-esque designs. It's a recipe for disaster. Look at what your competitors are doing, and do it better.

Entering the Corporate World

Lately I've noticed new entrants into the corporate world are not what they used to be. Here are some tips from my point of view of the kind of people I'd like to hire vs. the kind of people I would never hire.

You must present yourself as someone an agency (in my case) would want to hire! Here's how:

1. Show up on time or at least 5 minutes before time. I hate waiting for people

2. Please be well groomed. That means wear nice clothes, make sure your hair is tidy and wear deodorant - When you look good, you feel good and therefore you perform well. Tried and tested! You don't have to decorate yourself like a christmas tree or an eid ka bakra, but still - look crisp!

2.1: YOUR HAIR. For boys, CUT IT, the hero look is so 20 years ago, for GIRLS: Tie it up neatly or brush it

2.2: Make sure you don't come to an interview smelling of pan, supari and/or anything else that would put off the interviewer.
Carry a breath mint or gum if need be. It costs less than 20 Rupees.

3. When applying for a job in an agency, make sure your portfolio is
a) ACCESSIBLE. I don't want to follow a billion links just to see mediocre work, it's only worth it if you're spectacular.
b) CATEGORIZED - How do I know what is a poster, what is a print ad or what is just random photo editing if you have everything botched up into one album with no description, no client info, no brief overview?

4. If you're past the first step of the interview process and you've been called for a trial. Please come alone and not with a parent. It's not professional and makes me wonder if you are cut out for the job

5. ASK me questions to understand my company better

6. Let me see your unique personality

7. Do NOT be afraid to voice your mind. No one likes sheep

8. When entering a job for the first time, assume everything you already know from books is useless. There is nothing like first hand experience even if you have a quadruple masters in everything.

I know I might come off a little harsh but the point is to highlight issues through experience. I more than anything, want to change the perspectives of young professionals of Pakistan. Most of them I've met, make it really really hard.

The tips I've highlighted are from real life experiences and frankly I still cannot say I've found anyone who has surprised me (in a good way). It makes me wonder how the universities/colleges here are training the students. I've met some students from IBA who are pretty great but then again not suitable for design jobs obviously.

Being a graphic designer, copywriter, account exectuive is not just about how well you did or how talented you are. Your talent is going nowhere if you're afraid to let loose, if you're afraid to actually give your 100000% to each job that you do.

I'm no expert, but I try. Every project I do, polishes my ability. I'm not afraid of critique because I'd rather do all my trials and errors as a 27 year old entrepreneur and in 10 years hope to be someone who has made a difference in the advertising industry.

Ramblings

Its safe to say no one reads this blog, for whatever reason it may be - great. I can use this to channel some of my pent up remorse. 

When you work for something you love beyond anything, you put in your heart and soul. I created CTL360 as a channel for my creative freedom - working hard, working round the clock, working to make sure I excel at anything I do for my client. I have minimal rates yet I work 24/7. CTL360 is my life, I have one designer, and together we take on an unimaginable workload.

Sleepless nights, stressful days, yet going home each day feeling on top of the world, grateful to be given a chance to just design. This is my baby, my entire world. I am a visualizer, a dreamer - having to learn business development tactics alongside actually working on the designs has taken its toll on me on countless occasions. More than money, I work for the passion I feel and I take every project to heart.


I can assure you, it is not easy being a 26 year old female entrepreneur, in Pakistan. People constantly doubt your ability and waste your time...however when they genuinely like your work, skipping along comes money matters  - make it lower, give me an 80% discount bla bla bla or if not money matters, they want to buy off your design for a fee and not give you any credit for it. And I don't know about you, but that just realllllly gets to me.

Rest assured, if I was a bigshot agency I highly doubt we'd be having those conversations.  I would never sell my integrity for the greed of money. I'd rather not get paid than ever sell my ideas without receiving credit. This has been one of my recent moral dilemmas - though I have pretty much made up my mind. I am appalled that it would even be suggested, but this is Pakistan.


In Pakistan it is all about who you know, where you work and how you're going to stomp on others to get ahead. Needless to say my PR skills are close to null, I am a loner who prefers sitting behind my computer screen working, and if not working then learning new areas to develop my skill to get more work.  Life is too short to waste on procrastinating.



People don't understand the time and effort spent in creating just one page of design, more over, they do not appreciate it. Appreciation is like 50% of incentive to do what I do... and lately I feel uninspired. People see my face and like magic they become poor. Shiny things, bling bling plastered all over their lives, and here I get squat from them. Maybe its me?


 The reason why most of our local advertising is sooo roboticly generic is mainly because the creatives behind is are UNSPIRED minions clicking away behind a computer with no drive. Advertising is 30% heart, 30% idea and 20% design.

Ads/Designs without the heart look nothing more than failed attempts to sell a product or service, most of which people overlook. Most ad agencies give credit only to their top dogs, while the real hard workers are safely hidden behind closed doors, locked away in an airconditioned room where no one will ever know the agency's best kept secrets.


It feels great to rant in writing, feels like I'm getting through to someone even if it is merely a delusion. Not many people in my life understand what I do because to them I'm simply sitting behind a sexy mac screen in an air-conditioned room.

I not only take on clients locally, but also Internationally. Foreign clients are an absolute delight to work with, they make me feel good about every little thing I do - which is why I spend sleepless nights perfecting their work on their time.


It is a breath of fresh air, they pay on time and sometimes in advance without any hassle or negotiation and they understand the passion that goes into each minor detail.  It is because of them I can sustain my business even if I am only making ends meet. There have been many nights where I've considered cutting loose some of my overheads, but every time I feel dejected, God gives me a surprise the next day....and if I've got HIM on my side, that's enough for me.

I never have nor can I ever play the cruel games of the corporate world, I cannot backstab, I cannot steal ideas and I cannot do anything that my moral compass finds off course. My conscience and gut feelings play a huge role in every step I take as a Business or Creative person. I am ready to work 200% harder as long as I get to keep my integrity intact.

I've seen people, families, siblings, friends - lose themselves over money matters, but if you take my advice, money is not life - find something you really love to do and dedicate yourself to that always ask for what you deserve in terms of monetary compensation but never get greedy, never ask for more than your share and always pray you can at least earn enough to survive. At the same time, don't be a fool, don't be such a gentle soul that people take advantage of you for their own worldly gains... know who to trust, when to trust and when to take a stand because once you get sucked in to the mind boggling twisted games, it will become you.

Writing these rants and just basic ramblings has really helped, I feel at peace right now and I got a load off my chest
got a meeting in an hour, so I'll end this blog here - ill rant again soon

bye blogger <3

I Make Idea, You Cook Campaign

Guerrilla marketing is in simple words, an unconventional way to market/promote your brand or service. It has proven to be accessible and doable for small and medium businesses around the world, and of course the corporate giants are leading the way.

You use your natural surroundings and adapt them into your campaign that not only turns heads, it shakes the very ground your competitors stand on.

Here are some amazing and inspirational Guerrilla marketing examples for you to look at.
http://designtutorials4u.com/40-of-the-most-interesting-and-creative-guerilla-and-ambient-advertising-campaigns/


It might be more difficult in Pakistan as we do not always have access to such opportunities, however, I urge clients and agencies alike to start treading towards this technique. Simply because we are in dire need of some creative excitement.

Limited budgets can prove to be a small barrier here, but I have discovered some 30-40 Guerrilla techniques for businesses with not-enough-funds. And am currently considering whether to try them or not, but knowing my rebellious nature I probably will.

Many clients I have urged towards the Guerrilla technique all seem unsure of how their target market would react, how other brands or agencies would react. Simply said, no one wants to be the first sucker to go and try something entirely different.

Could it be under-confidence? Could it be peer(market) pressure? Or simply the fear of the unknown

I think CTL360 is in the perfect position to work out trial and error because we really have nothing to lose. Call me crazy, but no one gets ahead following norms.

As creative thinkers, designers & strategists, it is our God given duty to develop ideas, test out new methods and report back to you with results. The job of any design is to be noticed and remembered by the target audience. Creating a buzz centered around your product is extremely important if you want the word to spread. 

Guerrilla marketing is THE technique if you to want to ensure the above

Sometimes it might be shocking, sometimes appalling to some, sometimes just plain fun and spot on, but one thing you know for sure, it will ALWAYS be remembered.

Creatives for a Cause

Some would imagine superheroes in colorful spandex tights and a cape, going from place to place saving human beings and animals from dangers that befall them. Superheroes signify a certain strength that lies in each one of us, the power to help those in need.

We sit in our comfortable homes, clothed and fed...and more often that not tend to forget that we are a tiny percentage of the world's fortunate ones. You don't need to devote your life to helping others but there are ways to do your part. Ignorance might be bliss, but it is evil.

I do not speak simply on behalf of CTL360, but I appeal to all creatives and clients to be a part of Creatives for a Cause. On an average we all can afford to take out 20% from our profits to donate to the ones who need us most. We have been given our gifts (powers) to use for good.


One of mankind's favorite sins is greed, we hoard money, food, property and more just to satisfy a cardinal hunger for the finer things in life. Why do I need a huge house? or 5 cars? or 50 pairs of shoes? The more we take (because we can) the less someone else gets. How? Well, it is a known fact that barely 9% of the people in Pakistan pay their taxes and guaranteed that those who DO pay up on a regular basis probably can't afford most luxuries in life and like the average man, have to work almost 24/7 just to fulfill the basic part of Maslow's Hierarchy of needs, the bare necessities. The people who do not pay taxes, well they're the ones doing the hoarding...for every house they buy, would instead have saved a small village.

If you have been given the talent of creativity, whether it be in web design, advertising, copywriting, architecture, art, 3D ...you know you can afford to help those in need.

On behalf of CTL360, I pledge 20% of all profits to be donated to the following charities

- The Citizens Foundation Flood Relief
- PAWS Pakistan Flood Relief (www.pawspakistan.org)
- Karachi Vocational Training Centre (www.ccure.it)
- Mother & Child Care Trust (www.mcctrust.org)

You can either get work out of us in return for your donation or you can donate anyway. So open up those cheque books
and start-a-scribblin :)

for more information please contact me on information@ctl360.com

Blow Out Your Candles & Make a Wix!

As you might have gathered from my previous entry, I started my own advertising & creative agency here in Karachi, Pakistan. However, for an agency to work (duh) the need for a super attractive website was as important as oxygen or my morning coffee for that matter.

In my first few weeks of planning I attempted to search for the most “cost-effective” solution as far as making a website went and it made me crazy that I did not possess the skill myself. I cursed my luck and lack of know-how as people sent in gigantuan 5 and 6 figure price quotes to me after hearing what I had in mind. But you know what they say, when there’s a will there’s google.

So I set out on my cyber journey and stormed the google results like a pirate in search for age-old treasure. I came across many website solutions like Weebly, Jimdo, Webstarts and countless other such useless “easy website makers” – however they all had a few catches;

1.  Limited designing space – layouts NOT customizable

2.  Have to PAY for an account in order to make ONE website on it

3.  Limited Space, Limited Bandwidth

And the list continues, but let’s not make this a snooze fest.

So as I browsed through disappointment after disappointment it dawned on me that perhaps my only way out is to dish out the big bucks and get it made. And like a beacon, when all seemed lost…it appeared.

Wix.com – the savior of my business, the pure satisfaction of designing it ANY way I want and the result? A pretty great looking website that I could control myself on my own terms. Sounds pretty awesome doesn’t it? Although I won’t tell you it doesn’t have its own limitations because Wix.com enables you to create a website via a flash developer tool without knowing any form of programming what so ever, thus pretty much anyone can take the time in learning it and perfecting it.

The beauty of Wix.com lies in many many features it offers (see listed below)

1. You make your account for free

2. You can design your own website from a blank template OR choose from dozens of pre-designed templates

3. It is compatible with Google analytics

4. It is SEO friendly

5. You can use your own domain for either $9 or $14 per month with unlimited hosting included.

6. NO Wix Ads with the Premium Packages

7. With One account you can creates as many websites as you like!

8. Extra storage space

9. The perfectly easy way to create a dynamic, beautiful website.

10. Once you get the hang of it – create websites literally over night and get paid – charge less and let the demand begin!

Let’s get to the Cons

1. Loading time can take very long if the person browsing has slow internet speed (especially in countries like Pakistan)

2. A Flash website proves to be heavy on most machines which are  not optimized for such high performance

3. Even while designing it takes its sweet time – thus you need to be a very patient person to get through the learning process

* learning tip: break something, preferably not valuable during the learning process so that you can concentrate.

4. Everything loads individual via the Wix.com server as you can only use your domain via domain forwarding which again, leads to a longer loading time the first few times around.

Personally if I had a choice of paying a 100,000 and wait to see my website up and running after 2 -4 weeks Vs. Overnight delivery of an aesthetically pleasing easy to browse website via Wix.com and pay merely 15 or 20 K (just to be clear, I am talking in Pakistani Rupee) – which would I choose? Sure many skeptics don’t consider Wix.com as a professional way of conducting the web design business and perhaps it is unsuitable for a major corporation. However, for small and medium businesses, it is perfect.

Nowadays everyone is on the web and if your website looks like a piece of junk, they will move ON.

All in all my experience with Wix.com has been quite a pleasant one and for those of you out there who want accessible portfolios, music galleries or pretty much anything else…I recommend you try their services at least once. Because I can guarantee you’ll keep on going back for more.

CTL360 is not an official representative of Wix.com, but we have designed 15-20 websites on the wix platform and are close to perfecting innovative, customized designs to get your business or brand up and running in a hassle-free way!

So spread the word and let us make your wix come true!

I'm not an Idiot! I'm a Magenta.

Starting my own agency was a huge step I literally leaped on to. Only some years of experience, a vision beyond sight and a serious love for the advertising/creative industry.

With empty pockets, a foolproof plan & a panel of skeptics criticizing my every move, I set out to start something new. Recession is not an issue; it’s a fashion statement in the world of advertising. Who gives the best deals, who has the most promotions, who slashes their costs by 50% or more. So I silently observed as the big fish played their little games back and forth, with some fantastic yet others, laughable campaigns. And it dawned on me, why is the advertising world limited to the big brands and big agencies? What happens to the small and medium businesses who have great things to offer but no one to bring forward their brands or services? Although one would think, which idiot would pay any attention to a client who isn’t reeling in the big bucks and not making a name for themselves in the market with giant names to back them up. “Why bother” is the attitude generally, if there’s nothing in it for the advertiser or creative house.

As I sat in my chauffeur driven car looking aimlessly out the window, a van pulled up next to me and on it was the worst creative design I have ever seen in my 20 something years on this planet. The bulb in my head went off like a KESC power-surge moment, and I knew at that time the above-mentioned idiot I spoke of was going to be me.

I got my first job at HeadLion Group where Neil Christy was my mentor. I was new, inexperienced but with a fiery passion for advertising, as creativity spread like wildfire and engulfed my soul. Where I quickly realized, THIS was my calling.

May 6th 2009 I parted ways with my Lion family, and set out to Create The Line. Cost-effective creativity, where we set the standards and defy the norms, we create the concepts, we bring ideas to life, and we encourage our clients to take creative risks and dare to be different despite what the trends might suggest. Our benchmark? Some local but mostly international ads and concepts that just make one think, make one go “ what the…” and I believe getting a reaction out of the people is better than being ignored.

Endless hours developing promotional strategies with my team, by the end of which we realized we have absolutely no budgets. So we settled for facebook, which proved to be sufficient enough to reach all sorts of clients around the country.

All in all I am humbled by the great response we’ve received so far, and with our heavily limited budget in promoting ourselves. However, we truly hope we continue to get the much needed support, understanding and acceptance from the small and medium (and some large) businesses and of course our facebook fans!