By: Courtney Fogle (@courtnxyfogle


Art and words work together. That’s what Adam Rice, Design Director at Blue Flame Thinking, believes. This episode of PR Hangover discusses how crucial the alignment is of design and messaging of the campaign. You can listen to this episode here.

What is Blue Flame Thinking?

Adam describes Blue Flame Thinking as an integrated agency with expertise in financial and manufacturing brands in the B2B space. The agency consists of writers, strategists, account managers, a creative team, developers, digital & social media experts, and more who solve challenges through traditional and digital resources.

The work varies based upon each client, which Adam believes makes this career interesting.

“A Brand is a Promise.”

Adam has background in branding, but his experience at Blue Flame gave him a different way of thinking in a multitude of disciplines. He learned that different groups of people require different key messaging that is specific to them. This taught him that branding is more than a logo, a website, or how a company looks. A brand is a promise; the impression that a company gives.

Following a creative brief helps the design team keep things on brand. It acts as the roadmap for delivering their brand promise and holding everyone accountable. Adam says companies sometimes struggle to stay on brand because they get bored with their campaigns, colors, and identity. Making sure that the personality, tone of voice, and look & feel of the brand all come together with each project is necessary to continue aligning with the initial goal.

Art & Words

Words are Adam’s first love, and design is a close second. With his background in creative writing and graphic design, he has learned to put the two together to create messages that his clients are looking for. He believes that art and words need to work together to create clarity for consumers.

“You want to inform and inspire people,” he says. Adam and his team use art and words in collaboration to inspire whatever result their client is looking for. It could be awareness, a  purchase, a decision, or anything else they want to achieve among their target audience.

The creative process is one of Adam’s favorite parts of his job. They’ll bounce ideas off one another, spark laughter and excitement, and ultimately land on that one creative idea that will work for their client.

Adam’s Advice for Young Designers

Client feedback can be tough. At Blue Flame, they teach their young designers not to take client feedback too personally. When Adam’s interviewing or reviewing work, he always wants to make sure that the designer has reasoning behind everything they’ve done. It can’t just be because something “looks cool,” because that never flies in the real world.

It’s also important to teach the young designers to stay on brand. Sometimes they’ll think the brand needs to do “this” instead of “that,” but some things are already established because of the creative brief.

They look for self-starters, productive individuals, and people who are passionate about learning and going to work. He’s excited that so many college students have such a variety of skills.

Check out Adam and the rest of his team here!



Courtney Fogle is a junior studying Advertising and Public Relations. She is currently the Podcast Director for PRSSA and an account associate at GrandPR. Courtney is a singer-songwriter, with hopes to combine her love of music and PR so that she can work in the music industry managing artists and their brands. In her free time, you can find her listening to music or taking pictures of her cat, Oliver.