John Maggard Illuminates the Depths
So you’re the Marketing Manager of a marine construction company, and you need your clients to see the value and sophistication of what your organization provides. One problem: It’s nearly impossible to actually see an underwater cable, which is often buried beneath the sea floor. You certainly can’t take a potential client down in a mini-sub for a quick peek. You can’t even photograph it, not even with the fanciest camera – the water’s just too dark and murky. Short of calling in a favor from Poseidon, you’re up the proverbial creek.
Unless, that is, you have an artist. Angela Callaway, Marketing Manager at fourth-generation, family-owned marine construction firm JF Brennan, explains: “Many people, especially these days, are visual-minded. They want to see what’s being described. So we really need to work hard to help them understand how we truly solve problems within their specialized business.” She adds, “I find working with an imaginative artist like John Maggard can make all the difference.”
An acclaimed image-maker and lifelong doodler, John is renowned in the industry for bringing these types of projects to life. “Like a lot of illustrators who end up doing art for a living, I started off scribbling comic book characters on my homework,” he reports. Now, though, he’s just as acclaimed for his problem-solving skills as his traditional artistry.
“I love it,” he admits. “It’s so exciting when I hear that inner voice, asking myself, ‘Oh, man! How in the WORLD are we going to show this?!’” It’s the tough part, he says, but also the fun part: Figuring out the angle and style that’s needed before ever even getting into the nitty-gritty of putting pen to paper or fingertip to touchscreen.
John was helped, in this case, by the fact that his reputation preceded him. A few years back, he made a series of images, renowned for their intricacy and stopping power, which ultimately found their place in sought-after calendars distributed by another client. The calendars became something of a “calling card” for John, helping new clients like JF Brennan find their way to him.
“I’d seen those calendars, yes,” Angela recalls. “And I was a big fan. Once I found out he worked with Scott Hull Associates, I reached out.” We were able to get them connected for a first project in 2014, depicting an elaborate railroad bridge, and it came out beautifully. When the time came to depict this underwater cable, she didn’t hesitate.
JF Brennan Railroad Bridge Pier Repair - John Maggard, Illustrative Designer
“Engaging John is an investment,” she says. “It’s about knowing that his piece will make a statement. It’s going to STOP people and make them question and wonder what they’re looking at as they spend the time really going over it and processing it.”
Going on to describe John as an “attention-grabber” (he’s actually a pretty low-key guy, in person), Angela wraps up thusly: “He helps us stay ahead of the game, and communicate to potential clients our abilities and exactly what we can do for them clearly, visually, and in a way that informs them, as well as fascinates them.” That much, I’d say, is crystal clear.
