Coldon Martin
Creative Director and Senior Advisor
As a Senior Advisor at SIR, Coldon serves as SIR’s in-house Creative Director and oversees all elements of SIR’s various creative products and services. Collaborating with clients and SIR leaders, he helps develop the creative strategies and promotional tactics that bring a marketing or branding concept to success.
You'll find that Coldon is preternaturally gifted at explaining new technologies, the digital world, social media, and the effective use of original content. His work is proof.
For all of his creative projects, Coldon emphasizes the importance of establishing clear performance goals prior to any collateral development. In other words, he doesn’t just make cool stuff — he makes cool stuff work.
Outside of SIR, Coldon is an accomplished musician, filmmaker, and actor and is actively involved in Richmond’s creative community.
Mastering the Algorithm:
I graduated from high school the year the iPhone came out. And on my first day of college, my mass communications professor began his lecture with, “Congratulations, mass communications is dead. Everyone has their own channels now. Good Luck.” These two moments defined how I’ve approached marketing since my first day on the job.
In a world where there are no more gatekeepers of information, where everyone has their own algorithm and hyper-customized web experience, it’s more important than ever to consider multiple target audiences and the communications preferences each one has for your brand or cause.