ADAM GOLD + JERRY NIEVES

FOUNDERS/CREATIVE PRINCIPALS GOLDENSNOW, FORT LAUDERDALE, FL

Founded by New Jersey natives Adam (Gold) and Jerry (Snow), GoldenSnow is a marketing and branding house based in Fort Lauderdale, FL. Adam, a classically trained dancer with a BFA from Marymount Manhattan College, leverages his rigorous arts training to deliver stories and experiences that galvanize and strike a chord. Jerry, a United States Navy veteran with an MA in Communications from St. Bonaventure University, brings discipline and a creative zest when crafting category-defining strategies that drive growth.

GoldenSnow's extensive menu of services encompasses all aspects of the brand and campaign development process, from bulletproof strategies to head-turning, flawless executions. “Northern intensity, Southern affability.” This is the mantra that inspires its creative approach, which combines laser-focus with white glove service.

Looking forward to 2023, are you optimistic about the role and impact of Graphic Design and Visual Communication in Business? Culture? Causes? Why do you feel that way? Have the events and disruptions of the past few years changed the role or trajectory of Graphic Design?

Jerry: I am very optimistic about graphic design's role in business as we move into the future. The past few years have created a unique opportunity where there must be more to the story than beautiful visuals. Consumers want to be able to connect to the content they are consuming, so the story behind the visuals is just as important as the visuals themselves. We work diligently to build beyond the visual concept by weaving narrative into the designs.

Adam: My guiding principles during design, creation, and launch are experience, journey, and connection. Our campaigns and content should feel like a conversation with a trusted friend. Yes, we still need to be informative and ultimately make a call to action, but the messaging and way we frame it need to feel personalized, organic and advance the user forward.

In this fast-paced, digital world, we have just a moment to engage consumers with share-worthy, bite-sized content. Graphic design is the medium that enables us to build the worlds and creative ideas that shape these powerful connections. I am most excited about the newfound willingness of brands to be playful and experiment with design in search of impactful content.

Favorite or most influential design project or campaign in any medium for the past 60 years?

Jerry: I’ve always marveled at how intricately the Apple product packaging is designed. The slow open of the box builds anticipation and excitement for a new iPhone or MacBook. Genius. Pun intended!

Most influential design products, services or technology of the past 60 years?

Jerry: I mean, we wouldn’t be able to do what we do without Adobe Creative Cloud!