The small coffee shop on the corner, competing with the Starbucks across the street with a lame leaflet. The local chemist that has to place a print ad next to a national chain in the local paper. Globally and every day small businesses destroy their credibility because either they don’t have access to professional designers, or the designs they have are simply bad. At the same time we know that consumers – assaulted daily by great design from companies with huge marketing budgets – now have a have a very high degree of visual literacy.
Thus, the concept behind Tweak, as founder Jerry Kennelly puts it, is to “democratise design”. Put simply, with an armoury of millions of pieces of design and a CMS three years in the making, Tweak plans to disrupt both the print and design industry, as well as a section of the magazine and newspaper advertising business. And Irishman Kennell plans to run the whole operation from County Kerry.