Alex Bogusky Told Hi Rez to Go “Low-Res” at the Ad Club San Diego Event
Never thought I would hear it from “Jesus” himself, or at least the man who has been called Jesus. Yes, Alex Bogusky of Crispin Porter + Bogusky told Hi Rez Digital Solutions to take the resolution down a notch. “Gotta keep it low-res; there are too many bloated files out there,” he said when I met him at the Ad Club San Diego’s “Evening with Alex Bogusky” event Tuesday. Not only was I dumb-founded by the simple fact that I just shook hands with the advertising guru himself, but also by the fact that I didn’t come back with a witty comment. Later in the evening Alex talked about the importance of a brand name. The name embodies the life, history, and character of the brand.
So thinking back on this event, why didn’t I tell him what Hi Rez was, what we stand for, where we come from? I left him with Hi Rez being a simple cliche at the appetizer table.
Many people have the same assumption as Alex - Hi Rez is a spin-off cliche of the term “high resolution.” Hi Rez Digital Solutions is a printing company with marketing and design capabilities, so “high resolution” is an important term we use; however, the name Hi Rez is so much more. “Rez” is also a term that Native American Tribes use when referring to their reservations. So, in a way it is cliche to use Rez like so many other Native American owned entities; for example, Rez Radio, Rez Biz , and so on. We have a history, we have a name that is more than just an ad-guy’s spin.
Hi Rez Digital Solutions opened it’s doors to the public in October 2003 as the first collaborative for-profit business venture with The Southern California Tribal Chairmen’s Association (SCTCA), a non-profit agency representing 18 Native American tribes in the San Diego County area. Located in Southern California, Hi Rez Digital Solutions provides high quality, fully digital printing, design, and marketing services to customers nationwide while generating job training opportunities and income for the local tribal community. We give back to the community that founded us, feed the economy with well-trained employees and business opportunities, and provide “Hi Rez” quality printing, design, and marketing solutions.
So, do we take Alex Bogusky’s advice and go “low-res?” I say no way! Next time, I’m ready to tell Alex Bogusky what Hi Rez Digital Solutions is all about!
If the gelatinous florescent puke green die-cut uranium inked Hi Rez business cards didn’t impress the Bogusker, I’d say it’s back to the drawing board… oh wait, I think I just disclosed top secret corporate information on the next phase of the evolution of the Hi Rez Digital Solutions brand into virtual sub-atomic printing.
I’d save the verbal shenanigans for the next Ad Club meeting with The Artist Formerly Known As The Burger King - he might give you a free Whopper™, too!
Can CP&B feel what Hi Rez Digital is cookin’? Hmmmm….