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Both icons and illustrations communicate and enhance brand cohesion, but their contextual purposes, means of delivery, and marketing impact vary. At the same time, icons and illustrations can complement each other in different design contexts. So, who wins? The next time you find yourself debating icons, illustrations, or a healthy balance of both, consider the purpose of adding these visual elements into your marketing.

Most people pick a favorite color based on a feeling. But when it comes to B2B brand decisions, the process of choosing a color is a bit more complex, especially since up to 90% of an individual’s initial impression of a company or product is based on color. Often used to subconsciously increase brand recognition and provoke certain emotions within your target audience, color psychology is a powerful tool in marketing.

We sat down with Will Macowski, Senior Creative Director at Hencove, for a nostalgic conversation about hitting his six-year Hencoversary. Will told us about the first time he met Daniel, the importance of communication, why creativity is key in B2B marketing, and his biggest design pet peeve. Oh, and can’t forget about his theme song. Congrats on six years, Will!