Modify your marketing.
Change your customer's experience.
As with many creatives, Michael spent a lot of time finding his voice. Beginning his agency life in Chicago, he worked on such accounts as The Chicago Sun-Times and the Illinois Lottery for both print and television. Since then he has explored many facets of design and advertising, eventually understanding the underlying thread that ties them together—how the message resonates emotionally with the consumer. He finds joy in creating brands and positioning them to, not only fulfill the appetite of current culture, but to also have a depth that creates lasting impressions and brand loyalty. Though it was design that brought him into this line of work, he also enjoys writing and finds it immensely important in communicating the brand's voice to it's audience.
Michael's work has been recognized by the ADDYs, the EFFIEs, AIGA and Print Design Annual.
The Process
Let's start with a conversation.
"When it comes to your business, my clients are the experts but I need to be a close second. I start by asking questions, researching their industry, understanding trends and getting to know their target audience."
Outline goals and develop the right strategy
"Before beginning a project I make sure I understand the goals and objectives—confirming that the client and I are both on target and reaching the right people in the right way."
Develop the right creative
so you can develop a relationship.
"People are aware of what is being sold to them and first impressions are lasting. Whether they are buying a soft drink, a new car or spending time at a four star resort, it's emotional. So your message has to resonate with your customer's hearts as much as their minds. I make sure it does—with fresh, lasting creative that is on track with the strategy."
Life is constant evolution—
your marketing should evolve as well.
"It’s important to measure the reach and resonance of the message. By doing so, clients gain the opportunity to create a dialogue with their customers, thus nurturing the relationship to grow and evolve."
PHASE 1 DISCOVERY
PHASE 2 STRATEGY
PHASE 3 CREATIVE
PHASE 4 MEASURE/ADAPT
PORTFOLIO Advertising
Client: Human Synergistics International - Print Campaign
This ad was part of an intense rebranding effort for this internationally-respected company that develops organizational culture for Fortune 500 companies and Ivy League universities. The ad not only had to quickly communicate how important culture is to an organization but also provide information on upcoming tradeshows and seminars. Along with this rebranding effort, the tagline "Culture First" was developed to illustrate the important place culture has in any organization that wants to evolve and succeed.
Client: Human Synergistics International - Print Campaign
This campaign continues with the same core message—"Culture First." This particular piece focuses on the fact that, even though the job market is tough, without a good organizational culture a company can still lose vital employees as the economy recovers.
Client: Lettuce Entertain You Enterprises - Promotional Posters + Ads
Lettuce Entertain You has produced many amazing restaurant concepts that offer a wide variety of cuisines at varied price points. Also, to promote customer loyalty, they have a very popular frequent diner program. This campaign that promotes the program was targeted towards a younger market that values individuality...and great food. Texting promotions and QR codes were also utilized to enhance appeal to the younger demo.
Client: Lettuce Entertain You Enterprises - Promotional Posters + Ads
Lettuce Entertain You has produced many amazing restaurant concepts that offer a wide variety of cuisines at varied price points. Also, to promote customer loyalty, they have a very popular frequent diner program. This campaign that promotes the program was targeted towards a younger market that values individuality...and great food. Texting promotions and QR codes were also utilized to enhance appeal to the younger demo.
Client: Lettuce Entertain You Enterprises - Promotional Posters + Ads
Lettuce Entertain You has produced many amazing restaurant concepts that offer a wide variety of cuisines at varied price points. Also, to promote customer loyalty, they have a very popular frequent diner program. This campaign that promotes the program was targeted towards a younger market that values individuality...and great food. Texting promotions and QR codes were also utilized to enhance appeal to the younger demo.
Client: Cafe Ba-ba-Reeba! - Print Ad
This amazing restaurant focuses on Spanish cuisine that primarily consists of tapas—small plates that are shared. This idea is conveyed with a photograph of a matador who also happens to be of very small stature. The headline reads "Small. Authentic. Spanish."
Client: Habitat for Humanity Las Vegas - Billboard
This pro-bono project, created during the height of reality shows focusing on flipping homes, helped create interest in the charitable goals of Habitat for Humanity.
Client: The Hunt Club - Quarter-Page Print Ad
The Hunt Club has a well deserved reputation for late night decadence. This quarter-page print campaign capitalized on that fact to highlight the club's weeknight specials.
Client: Illinois Lottery - Outdoor Campaign
Used for the Pick 3 and Pick 4 games, this campaign added a little personality and a lot of fun to playing these particular lottery games.
Client: Joe's Seafood, Prime Steak & Stone Crab - Print Ad
This ad was geared to Las Vegas locals for a summer ad buy in the off-season. Las Vegas summers are unbearably hot and they wanted to communicate the idea of "refreshing." The ad lets people know that, despite being on The Strip, Joe's is a sophisticated and genuine place to dine without a lot of the "players" one might otherwise experience in Sin City. Headline: "She Really Is His Daughter. Refreshing."
Client: Joe's Seafood, Prime Steak & Stone Crab - Billboard Campaign
This campaign was applauded for hitting its mark and capturing the appropriate attitude of people driving into Las Vegas. By acknowledging the sometimes decadent intentions of Las Vegas visitors, these billboards connected with travelers while allowing Joe's to "rise above" the debauchery found in Sin City.
Client: Joe's Seafood, Prime Steak & Stone Crab - Billboard Campaign
This campaign was applauded for hitting its mark and capturing the appropriate attitude of people driving into Las Vegas. By acknowledging the sometimes decadent intentions of Las Vegas visitors, these billboards connected with travelers while allowing Joe's to "rise above" the debauchery found in Sin City.
Client: Joe's Seafood, Prime Steak & Stone Crab - Billboard Campaign
This campaign was applauded for hitting its mark and capturing the appropriate attitude of people driving into Las Vegas. By acknowledging the sometimes decadent intentions of Las Vegas visitors, these billboards connected with travelers while allowing Joe's to "rise above" the debauchery found in Sin City.
Client: Joe's Seafood, Prime Steak & Stone Crab - Print Ad
Joe's offers, not only amazing seafood and steak, but also amazing service by tuxedo-clad servers in an unusually sophisticated yet casual atmosphere. This campaign highlights a variety of their signature items with the simple message "Life is Grand."
Client: Nigro - Sequential Quarter-Page Print Ads
This ad series showed up, sequentially, in various trade publications in Las Vegas to announce this development company's new identity. Each division is illustrated using the elements of their new logo. It allowed the firm to show up very differently than any other developer in their market.
Client: Nigro - Sequential Quarter-Page Print Ads
This ad series showed up, sequentially, in various trade publications in Las Vegas to announce this development company's new identity. Each division is illustrated using the elements of their new logo. It allowed the firm to show up very differently than any other developer in their market.
Client: Nigro - Sequential Quarter-Page Print Ads
This ad series showed up, sequentially, in various trade publications in Las Vegas to announce this development company's new identity. Each division is illustrated using the elements of their new logo. It allowed the firm to show up very differently than any other developer in their market.
Client: Prima Development in Lake Las Vegas - Print Ad
This ad was developed for these wine-inspired luxury condominiums located in the Lake Las Vegas Resort just outside of Las Vegas, Nevada. The image conjures up all of their core messages about their amenities—from mountains, the lake setting and, of course, vino.
Client: Mon Ami Gabi - Print Ad
The authentic French bistro wanted a print campaign that accurately portrayed the energy, romance and richness of their dining experience.
Client: Great Northern Instore - Print Campaign
After working with Great Northern on their new identity, an ad campaign positioning their display group was necessary. A campaign was created that focused on how the quality of their team members provided value to all of their clients' display programs. Along with this campaign, their new tagline was developed, "Where Insights and Marketing Intersect."
Client: The Sherwood Inn - Print Ad
This Montana hotel hosts a restaurant, a bar and a boutique salon, all with a "Robin Hood" theme. This ad campaign used humor to give the place a needed hip edge. This particular ad promoted that the hotel was dog-friendly as it often caters to hunters.
Client: The Sherwood Inn - Print Ad
This Montana hotel hosts a restaurant, a bar and a boutique salon, all with a "Robin Hood" theme. This ad campaign used humor to give the place a needed hip edge. This particular ad promoted that the hotel was dog-friendly as it often caters to hunters.
Client: The Sherwood Inn - Print Ad
This Montana hotel hosts a restaurant, a bar and a boutique salon, all with a "Robin Hood" theme. This ad campaign used humor to give the place a needed hip edge. This particular ad promoted that the hotel was dog-friendly as it often caters to hunters.
Client: The Sherwood Inn - Print Ad
This Montana hotel hosts a restaurant, a bar and a boutique salon, all with a "Robin Hood" theme. This ad campaign used humor to give the place a needed hip edge. This particular ad promoted that the hotel was dog-friendly as it often caters to hunters.
Client: Mon Ami Gabi - Promotional Posters
Part of doing restaurant marketing is creating materials for short-term promotions. Each promotion should accurately convey the flavor of the event while still retaining the restaurant's voice. Both of these posters promote Mon Ami Gabi's Lemon Fests from different years.
Clients: LGO + M Street Market - Promotional Posters
These posters promote a seasonal wine tasting event held in Santa Monica, California.
Client: Stripburger - Print Ad
This saucy burger joint recently opened on The Las Vegas Strip. Their amazing food and delicious views provide patrons a great spot for people watching. This retro print campaign took a tongue-in-cheek approach to the Strip's renowned sexy side by emulating the covers of various Las Vegas "alternative" publications.
Client: Hard Rock Hotel & Casino - Print Ad
This campaign was created to bring the Hard Rock back to its roots and differentiate it from other hotels that simply followed the trends. Its focus on the people, the music and the heart on which the hotel was built. The tagline, created a decade prior to the current Google Play campaign, was "Play Your Heart Out."
Client: Hard Rock Hotel & Casino - Print Ad
This campaign was created to bring the Hard Rock back to its roots and differentiate it from other hotels that simply followed the trends. Its focus on the people, the music and the heart on which the hotel was built. The tagline, created a decade prior to the current Google Play campaign, was "Play Your Heart Out."
Client: Hard Rock Hotel & Casino - Print Ad
This campaign was created to bring the Hard Rock back to its roots and differentiate it from other hotels that simply followed the trends. Its focus on the people, the music and the heart on which the hotel was built. The tagline, created a decade prior to the current Google Play campaign, was "Play Your Heart Out."
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PORTFOLIO Collateral
Client: Baxter Credit Union - Life. Money. You. Brochure
This brochure introduces and describes a series of classes and webinars produced by BCU. This "coursebook" is presented to and co-branded with BCU's SEGs as a financial education resource for their employees. It is designed to feel both sophisticated and accessible for employees at every level of the organization.
Client: Baxter Credit Union - Life. Money. You. Brochure
This brochure introduces and describes a series of classes and webinars produced by BCU. This "coursebook" is presented to and co-branded with BCU's SEGs as a financial education resource for their employees. It is designed to feel both sophisticated and accessible for employees at every level of the organization.
Client: BestAgency - Brochure Kit
This system put this diverse agency at the top of its class in, not only the Las Vegas Market, but most major markets in their industry. It was created to be extremely flexibile in promoting one or all of the company's areas of expertise: Models, Talent, Productions & Events.
Client: BestAgency - Brochure Kit
This system put this diverse agency at the top of its class in, not only the Las Vegas Market, but most major markets in their industry. It was created to be extremely flexibile in promoting one or all of the company's areas of expertise: Models, Talent, Productions & Events.
Client: Lettuce Entertain You Enterprises - Events & Catering Brochure
This piece was created to not only describe each of Lettuce's various Las Vegas properties, but to also give the reader a feel for the "flavor" of each restaurant.
Client: Lettuce Entertain You Enterprises - Events & Catering Brochure
This piece was created to not only describe each of Lettuce's various Las Vegas properties, but to also give the reader a feel for the "flavor" of each restaurant.
Client: Lettuce Entertain You Enterprises - Events & Catering Brochure
This piece was created to not only describe each of Lettuce's various Las Vegas properties, but to also give the reader a feel for the "flavor" of each restaurant.
Client: Cafe Ba-ba-reeba! - Grand Opening Invitation
This invitation onnounced the grand opening of this Spanish tapas restaurant located on The Las Vegas Strip. To celebrate its international cuisine, the invitation was designed to look like an airline ticket.
Client: Cafe Ba-ba-reeba! - Grand Opening Invitation
This invitation onnounced the grand opening of this Spanish tapas restaurant located on The Las Vegas Strip. To celebrate its international cuisine, the invitation was designed to look like an airline ticket.
Client: FocalPoint Credit Union - Smart Money Guide for Teens
This piece continues the rebranding of this New York state credit union, focusing on future new members, by providing an introductory financial resource to teens.
Client: FocalPoint Credit Union - Smart Money Guide for Teens
This piece continues the rebranding of this New York state credit union, focusing on future new members, by providing an introductory financial resource to teens.
Client: FocalPoint Credit Union - Smart Money Guide for Teens
This piece continues the rebranding of this New York state credit union, focusing on future new members, by providing an introductory financial resource to teens.
Client: FTC - Capabilities Brochure
FTC (Free The Children) is dedicated to making higher education more accessible to America's urban youth. This brochure was developed to solicit corporate donations for this worthy cause.
Client: Lifespace - Direct Mailer
As the cost of housing increased in Las Vegas, homeowners began to demand more from their homes. The headline "Expand Your Square Footage" let consumers know that livable space could be found outside their homes with the proper landscaping.
Client: Nigro - Capabilities Brochure
This commercial developer required a flexible piece that discussed the capabilities of its various divisions. Clean design and crisp photography was used to continue the smart branding of the company.
Client: Nigro - Capabilities Brochure
This commercial developer required a flexible piece that discussed the capabilities of its various divisions. Clean design and crisp photography was used to continue the smart branding of the company.
Client: Nigro - Capabilities Brochure
This commercial developer required a flexible piece that discussed the capabilities of its various divisions. Clean design and crisp photography was used to continue the smart branding of the company.
Client: One Las Vegas - Community Sales Brochure
This brochure highlighted the unique architecture and amenities of this high-rise community. You'll notice that it is built similarly to the Prima brochure. This is because the same developer created both communities and it was more economical to create brochures that utilized the same printing techniques.
Client: One Las Vegas - Teaser Direct Mail Piece
This piece was the first introduction to this luxury condominium project sent to a tailored list of potential buyers/investors. A unique slider envelope was designed to follow the horizontal flavor of this brand. The piece communicates the lifestyle provided by this high-end development.
Client: One Las Vegas - Teaser Direct Mail Piece
This piece was the first introduction to this luxury condominium project sent to a tailored list of potential buyers/investors. A unique slider envelope was designed to follow the horizontal flavor of this brand. The piece communicates the lifestyle provided by this high-end development.
Client: One Las Vegas - Grand Opening Invitation
This invitation was created with an accordian fold that ultimately reveals the details of this special event.
Client: Amland Development - Sales Brochure
This community merged the classical Mediterranean environment of Lake Las Vegas with the contemporary architecture of Prima. This brochure communicated these ideas with elements derived from modern Italian fashion and old world architectural details.
Client: Amland Development - Sales Brochure
This community merged the classical Mediterranean environment of Lake Las Vegas with the contemporary architecture of Prima. This brochure communicated these ideas with elements derived from modern Italian fashion and old world architectural details.
Client: Amland Development - Sales Brochure
This community merged the classical Mediterranean environment of Lake Las Vegas with the contemporary architecture of Prima. This brochure communicated these ideas with elements derived from modern Italian fashion and old world architectural details.
Client: Power Packaging - Direct Mail Piece
This contract packaging manufacturer wanted to better position itself in the marketplace. This direct mail piece was the first installment of a campaign that showed companies that it's better to focus their energy on innovating their brands and letting Power Packaging handle the rest. To show that their product was save with Power, a tagline was developed, "We put trust on the shelf."
Client: Power Packaging - Direct Mail Piece
This contract packaging manufacturer wanted to better position itself in the marketplace. This direct mail piece was the first installment of a campaign that showed companies that it's better to focus their energy on innovating their brands and letting Power Packaging handle the rest. To show that their product was save with Power, a tagline was developed, "We put trust on the shelf."
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PORTFOLIO Logos + Identities
Client: Compass Wines & Spirits - Logo
Compass Wines & Spirits represents some of the most exceptional family-owned and run wineries from around the globe. The logo plays off the idea of the compass as a tool to navigate through the world, combining it with a couple of simple elements to create a wine opener.
Client: Temple Development - Logo
Agave is a hip, mid-rise condominium development.
Client: Prima Development in Lake Las Vegas - Name + Logo
This community is located in luxurious Lake Las Vegas, a resort community just outside of Las Vegas, Nevada. Its design is contemporary Italian with a strong focus on its central wine bar.
Client: Prima Development in Lake Las Vegas - Name + Logo
This community is located in luxurious Lake Las Vegas, a resort community just outside of Las Vegas, Nevada. Its design is contemporary Italian with a strong focus on its central wine bar.
Client: Drache Performance Armorworks - Logo + Name
This company was created by a team that began in their industry by outfitting automobiles with armor in the Middle East and Central and South America. Eventually, they brought their expertise to the U.S. with a focus on wealthy businessmen and celebrities. Understanding that their market was refined and valued quality engineering, the german word for "dragon" was used for the company's name. ("Dragon Skin" is a type of body armor that is highly valued in combat zones.)
Client: Lettuce Entertain You Enterprises - Logo
As Lettuce opened up properties in Las Vegas, they requested an identity to promote catering and events in their new market. This logo conveyes the idea of a welcoming and rich experience that every guest feels when dining at a Lettuce Las Vegas restaurant.
Client: Upright Networks - Identity System
This clean identity system was created for an IT company with a design that cleverly plays off their name.
Client: St. Michael in Old Town - Event Logo
Every year in Chicago St. Michael holds a musical event, Party in the Plaza, the same weekend as the Old Town Art Fair. This logo was developed to highlight the neighborhood vibe of this festival and also happens to look good on t-shirts.
Client: Urban Pig Roast - Logo
As a designer, on often finds themselves being requested to do a variety of design jobs. Whether it be baby shower invites, birthday banners or family reunion t-shirts, the requests are never ending. I am happy to say that The Urban Pig Roast is an event in which I'm always happy to contribute. It started off as a pig roast in someone's backyard and has evolved to a street festival with good music, great food and amazing people.
Client: U.S. Development Corporation - Logo
This development company needed a logo that communicated their trade in a softer, organic way.
Client: Trayfox - Logo + Identity System
I wish I could claim credit for the name of this faux painting company. Started by three faux painters, they initially wanted to name it "Tré Faux". Because clients kept pronouncing it incorrectly they changed the name to "Trayfox".
Client: Trayfox - Logo + Identity System
I wish I could claim credit for the name of this faux painting company. Started by three faux painters, they initially wanted to name it "Tré Faux". Because clients kept pronouncing it incorrectly they changed the name to "Trayfox".
Client: Kristen Strejc - Logo
Identity for an opera vocalist.
Client: Nigro Development - Identity System
This identity focuses heavily on highlighting bold colors used in each division of this company.
Client: Baxter Credit Union - Logo
BCU developed a financial resource program to assist employees in their SEGs with all things financial. LIFE. MONEY. YOU. helps team members achieve their finanical goals. It can assist them with the day-to-day money issues too—paying bills, setting a realistic budget, protecting their credit history and saving for a rainy day.
Client: Fills Convenience Stores - Name + Logo
A client was opening up his own chain of convenience stores in the Las Vegas Valley. After a lot of brainstorming, a name was created with a unique and friendly design that represents everything one wants when pulling into the property.
Client: Fills Convenience Stores - Exterior Signage
All elements of the brand were tackled—from exterior signage to interior way-finding.
Client: Fills Convenience Stores - Exterior Signage
All elements of the brand were tackled—from exterior signage to interior way-finding.
Client: Fills Convenience Stores - Exterior Signage
All elements of the brand were tackled—from exterior signage to interior way-finding.
Client: Fills Convenience Stores - Exterior Signage
All elements of the brand were tackled—from exterior signage to interior way-finding.
Client: Fills Convenience Stores - Exterior Signage
All elements of the brand were tackled—from exterior signage to interior way-finding.
Client: Fills Convenience Stores - Exterior Signage
All elements of the brand were tackled—from exterior signage to interior way-finding.
Client: Fills Convenience Stores - Exterior Signage
All elements of the brand were tackled—from exterior signage to interior way-finding.
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Golden Nugget's Vintage Vegas - Photography Book
This beautiful photography book features actor, Jaime Pressly, and other models in telling the story of a Vintage Vegas weekend. All photography done by Scott Duncan. www.scottduncanfilms.com
Golden Nugget's Vintage Vegas - Photography Book
This beautiful photography book features actor, Jaime Pressly, and other models in telling the story of a Vintage Vegas weekend. All photography done by Scott Duncan. www.scottduncanfilms.com
Golden Nugget's Vintage Vegas - Photography Book
This beautiful photography book features actor, Jaime Pressly, and other models in telling the story of a Vintage Vegas weekend. All photography done by Scott Duncan. www.scottduncanfilms.com
Golden Nugget's Vintage Vegas - Photography Book
This beautiful photography book features actor, Jaime Pressly, and other models in telling the story of a Vintage Vegas weekend. All photography done by Scott Duncan. www.scottduncanfilms.com
Golden Nugget's Vintage Vegas - Photography Book
This beautiful photography book features actor, Jaime Pressly, and other models in telling the story of a Vintage Vegas weekend. All photography done by Scott Duncan. www.scottduncanfilms.com
Golden Nugget's Vintage Vegas - Photography Book
This beautiful photography book features actor, Jaime Pressly, and other models in telling the story of a Vintage Vegas weekend. All photography done by Scott Duncan. www.scottduncanfilms.com
Client: Joe's Seafood, Prime Steak & Stone Crab - Website
This interim website was produced to better showcase the sophisticated, yet relaxed, dining experience one has when visiting this amazing restaurant.
Client: Studio J Photography - Website
With this site, Studio J's wide array of photography specialties are showcased. If you need a talented photographer with the ability to connect with you and your project goals, visit their website.
Client: Studio J Photography - Website
With this site, Studio J's wide array of photography specialties are showcased. If you need a talented photographer with the ability to connect with you and your project goals, visit their website.
Client: one11 - Website
I am very proud to have been part of this amazing Las Vegas agency. This website was a true collaboration between all of the team members. Our intention was to create a site that provides a rich and authentic user experience. It truly differentiated us from other advertising and design firms in a city that can sometimes feel a little superficial. www.one11.us
Client: one11 - Website
I am very proud to have been part of this amazing Las Vegas agency. This website was a true collaboration between all of the team members. Our intention was to create a site that provides a rich and authentic user experience. It truly differentiated us from other advertising and design firms in a city that can sometimes feel a little superficial. www.one11.us
Client: Ace Metal - Website
Ace Metal wanted a new website that displayed all of their capabilities. This long format site was created to fluidly tell the story of Ace while being extremely interactive, allowing the user to dig deeper into each module. www.acemetal.com
Client: Barnett Capital - Website
This firm touched vertually every facet of real estate—from lending to residential and computer sales and leasing. www.barnettcapital.com
Client: Cellars Market - Website / New Branding
This restaurant, located in the Chicago's historic Board of Trade building, was going through a change of concept. First a new logo was created with this website that followed. The goal was to create a brand that communicated the fresh ingredients, variety of cuisine and ease of ordering. www.cellarsmarketchicago.com
Client: Ettin Group - Website
Ettin Group focused on wide range of industries, enabling them to renew an existing business, restore the value of a troubled business or recover the remaining value of its assets. www.ettingroup.com
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What clients have said...
“Michael is a true partner. His greatest asset is the manner in which he collaborates with his clients to understand their business, their target market and vision for how they want to be perceived in the market place. He consistently over delivers by providing engaging headlines and copy, eye catching images and an overall message which is consistent with the core values of your business. His creative is intelligent, humorous when it needs to be and always in step with the times. He provides solutions for marketing opportunities and is an invaluable asset to our brand.”
“Michael’s role transcends that of a typical designer, as he takes a holistic approach and serves as a trusted partner. While our work with Michael began at a very tactical level with brand identity pieces and print ads, he became essential at a strategic level when we embarked on a brand refresh. Michael created a brand standards guide from scratch, which articulated our brand characteristics and included elegant design templates for all market-facing pieces. The result: our brand image is at another level. The reactions from our employees and clients have been overwhelmingly positive. Michael is talented, seasoned, patient and fun. I’d recommend him in a heartbeat.”
“Michael Romane was a very valued core member of the executive team for one11 from 2004 through 2007 when he relocated from Chicago. He was with us during our start-up phase, through several growth levels. He is a very talented creative director as well as an adventurous artist. His strategies are “spot on” and most importantly, he plays well with other humans. He is highly respected and reliable in all aspects of his creative and marketing support services. I would recommend Michael Romane’s talents for any design or strategic planning project.”
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©2015 Michael Romane