An Interview with Sanders Anderson
How does Be True’s previous experience make a compelling case for hiring you?
Every member of the Be True design team has at least 15+ years marketing experience and all are accomplished in their respective fields. That’s a combined communications and marketing experience of 45+ years we can leverage for folks in health and wellness. We're also able to harness lessons learned in other industries like corporate programming, public advocacy, education, and the nonprofit sector to help health and wellness clients be on brand, on target and on message. All this typically results in increased recognition, clarity and conversions.
What do you bring that’s innovative and exciting, as a thought-leader in health and wellness?
We bring a strategic and tactical awareness to health and wellness brand expressions. Part of our success is using lessons learned from cultural anthropology’s school of Structuralism that posits nothing exists independently and everything has to be looked at in relation to everything else. That means taking a wholistic approach to how we brand and communicate.
What can you substantively say about Be True Design that sets you apart?
Be True has consistently delivered effective integrated brand campaigns for organizations both large and small. We are nimble enough to make sharp turns when required and experienced enough to look at the marketing horizon. Our work has helped organizations and mission-minded health and wellness businesses focus positioning, build brand awareness, make smart impressions and highlight important community issues.
What can you do for your clients better than other agencies, and why?
Our specialty is health and wellness brand identity design. And we’re really good at it. That means everything we touch or engage with, whether it's across a digital platform or evolving as a print campaign, is done through the lens of brand expression. We’re better at making sure the solution fits the strategy and simplifying things down to the simplest form. People mock simplicity but breaking the visual communication pieces down to a refined level in order to make stronger indelible impressions is a matter of skill, not luck.
What additional relevant information supports your case for specializing in health and wellness?
We have dedicated ourselves to helping build healthy, confident and brave brands and it shows. We've been able to consistently provide sharper focus, legitimacy, stronger positioning and anchored brand stories for organizations and businesses in the health and wellness space. The Be True work has helped brand programs for medical adherence researchers, health policy foundations, Traditional Chinese Medicine, massage therapists, nonprofits in the public advocacy and sustainability circles, and even an international aikido organization.
Describe your design career trajectory?
I completed my under-grad studies in illustration at Cal State University Long Beach. While at CSULB, I also obtained the necessary faculty signatures and department approval for a specialized study abroad program to The Instituto Allende; a prestigious visual arts school in San Miguel de Allende, Mexíco. Returning from my international studies abroad, I took my first visual communications class with designer, author and educator Archie Boston.
At Pratt Institute in New York, I attached myself to the philosophy that designers are more than creatives. I was exposed to the idea that designers are cultural innovators using analysis and creativity to raise awareness, influence ideas, and engage the world. I learned to develop my creative voice and sharpened a mindset focused on identifying and solving problems. I graduated with a Masters of Science in Communications Design.
I was subsequently hired by a creative think tank called The Moderns. I worked along side architects, interior designers, and brand strategists. At The Moderns I embraced all things related to modular design and wholistic solutions based thinking. I also got to work on the Sundance Film Festival account.
Later I became the resident art director and designer for Gregory Mountain Products; an international backpack company. Working for Gregory I conceptualized national advertising campaigns, put a creative spin on retail design strategies, built a personality around the brand and attached a face, attitude and tone of voice to fit, quality, and durability.
What are some interesting things people should know about you?
- I designed the event program for the Portland Dalai Lama Environmental Summit.
- Raised in LA, residing in Portland, I have also worked in New York, San Diego, and Tampa.
- I studied in Mexíco and my travels include Spain, Portugal, Morocco, Panama, Costa Rica & The Philippines.
- I danced with X-world salsa champion, Alien Rodriguez, when she visited Portland.
- What’s on music rotation right now: Babe Ruth and Art Blakey & the Jazz Messengers
- Recent inspiration: Constructing Identity: Petrucci Family Foundation Collection of African-American Art