Craig Keller

Creative Technologist

Craig loves creating amazing responsive experiences. He spends his days as a UX Strategist, Front-end developer, and Designer. He’s dedicated to pushing the web forward with the rest of the wily mad scientists employed here at Digital Surgeons.

Recent Articles

Go Beyond the Moodboard: How to Use Design Sprints to Create Better Brand Guidelines

Your brand is now a living, breathing organism — the days of getting by with an inelastic brand book are over. The truth is, in today’s busy, chaotic world consumers help shape, define, and transform brands just as much as the marketers that launch them. This demands that brand style guides evolve past static moodboards into ever-evolving online tool kits that communicate the essence of your brand across all platforms.

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Written by Creative Technologist

Your Experience is Your Brand

Your brand is only as memorable as the experiences your customers and your users have with it. In the age of the ever-connected consumer, a brand must be more than a logo and a well-documented design system. Because today’s consumer is not only connected but empowered to define which brands they interact with, we must create experiences that captivate, engage, and nurture customers and their buying states throughout every touchpoint in the consumer journey.

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Written by Creative Technologist

Getting ‘it’: What Brands Can Learn from Red Bull about marketing in eSports

Red Bull recognized the potential of eSports early and has executed more effectively than almost any other brand involved in the space. They are one of the few brands who have been able to foster an authentic connection with millennials through eSports, by showing that real engagement takes more than merely being present. In doing so, they have established their brand as one of the leaders driving eSports toward even greater heights of legitimacy, professionalism, and spectacle; all while creating a lasting and powerful connection with the valuable millennial demographic.

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Written by Creative Technologist

A digestible guide to the new gaming ecosystem

The popularization of digital games has had profound effects within the interactive entertainment industry. The shrinking gap between producers and players is presenting the industry with a new set of challenges, but also exciting new opportunities. Today’s audiences have come to expect more sophisticated gameplay even from relatively simple games. We are witnessing a trend in technology which is pushing games to new platforms and distribution methods, slowly rendering the days of boxed games obsolete.

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Written by Creative Technologist

Twitch and YouTube are blurring the lines between consumers and content creators

Gaming as entertainment has come a long way in recent years with many of the most subscribed channels on YouTube now belonging to games content creators, specializing in anything from “let’s play” videos to series created entirely within a game’s engine. We’re also witnessing the explosive growth in popularity of eSports competitions, whose broadcasts have turned Twitch into a broadcasting powerhouse. Video game streams and games-based content creation is not only on the uptick, it’s slowly taking over.

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Written by Creative Technologist

8 Ways to Reach the eSports Consumer Today

The recent rapid surge of eSports into western popular culture has taken many major brands by surprise. Not only has the size of the audience grown, but the number of brands trying desperately to navigate their way into the unfamiliar gaming culture has as well. While eSports have enjoyed incredible success for over a decade in countries like Korea, the eSports sonic boom has only just recently started to hit us here, in the USA.

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