New Age Communication

I don’t see marketing elements such as strategy, copy, photography, video, web, and social as separate islands. I see them both as parts of and as the whole entirety. Each has its own shape and sound, but they’re all playing the same song. Different crafts, same intent: a strong brand sees marketing tactics as more than just formats; each is and serves a greater story. In this article I discuss my personal view on the interconnectedness of conventional marketing efforts.

ARON at work in Akita, Japan

Start with a spine: message architecture

Before any asset exists, I build a simple source of truth: promise, pillars, tone, and a few proof points. This should not be a 60-page PDF. It’s a living spine that answers three questions: "what do we stand for", "what must people feel", and "what will we never say?" Once that’s clear, the choices get easier. Headlines get cleaner. Photos feel less random. Videos know where to end.

Plan once, express many

Every idea earns a modular outline before it becomes content. I write the “heart line” (the one sentence that must survive every channel), then sketch versions by depth and pace: a long read, a two-minute explainer, a 30-second clip, a carousel, a caption. Form changes. The center holds. I’m not copying and pasting; I’m translating. Platform-native in shape, system-consistent in voice.

Make the work remixable

I try to design with future me in mind. That means reusable blocks: a stat with a context sentence, a quote with a short takeaway, a visual that reads even without sound. When the building blocks are tidy, teams can move fast without breaking the story. Speed, not shortcuts.

Craft that feels human

I believe language (written, spoken, and visual) can make people feel seen. So I edit for clarity and warmth first, SEO second. I shoot natural light when I can, and I keep interviews conversational. In design, I prefer honest hierarchy over novelty for novelty’s sake. The aim isn’t to impress; it’s to connect.

Inclusion is not an add-on

Accessibility and inclusion are design constraints, not a later pass. Captions as standard, alt text that tells the point, readable contrast, plain language, diverse representation that isn’t token. When we build with more people in mind, the story gets stronger. More eyes, more hearts, fewer dead ends.

A small example

Say the core message is “Access made practical.” The article becomes a clear explainer with "before/after" language blocks. The video tells one user story, shot in natural light with real tasks on screen. The photo set covers a calm portrait, a context wide, and a detail of hands doing the thing. Social gets a 30-second cut with subtitles and a caption built from a pillar + proof point. The landing page stitches them together with a single CTA. Many formats. One story.

What this isn’t

It isn’t endless ideation for every channel. It isn’t a perfect grid of content “types.” It isn’t a voice that tries to be everything to everyone. It’s a practice of choosing, editing, and repeating what matters, until people can hum the tune without seeing the logo.

But isn't that all obvious?

It is, until the calendar gets loud. That’s when teams skip the spine, chase formats before message, and ship five “campaigns” that feel like five brands. Obvious isn’t the problem; discipline is. Here’s what keeps me honest: I write the heart line before I open my editing software. I measure what teaches (saves, completions, replies), not what flatters. I cut clever ideas if they don’t serve the thread, but accessibility and consent stay non-negotiable. Do that long enough and the obvious becomes culture. The work feels like it comes from the same place, no matter the lens.

What I’m aiming for

Clarity over noise. Consistency over hype. Work that lands, lights, and lingers because it’s built from the same intent, expressed through different crafts. If we do this right, the brand feels whole no matter where you meet it: a headline, a reel, a page, a photo, a conversation.

My "Personal Pocket Checklist"

• One spine: promise, pillars, tone.

• One heart line per idea.

• Native forms, consistent voice.

• Reusable blocks, clear naming.

• Accessibility by default.

Different crafts, same intent. One story, told well.

ARON