modern8 eNews: August 2002

The nation's largest supplier of online government services, NIC, promotes the answer to eGoverment budget problems, in trade advertising created by modern8. Promoting the NIC self-funding model strategically positions the company as the solution for cash-strapped state funding. The advertisement runs in Governing magazine. Current NIC advertising uses the existing logo, while modern8 continues the brand overhaul which will soon replace the corporate identity.

Discover, Distill, Depict, Design, Deploy: the five-step process known as 5d, is the brand design methodology employed by modern8 for Perception Branding. 5d is the process by which the brand becomes a physical presence. The methodology is a strategic pre-design process that thoroughly defines and articulates a profile of the brand attributes, the brand promise and the target audience. The 5d process is outlined in a Flash demonstration in the About Us section of the modern8 website: www.modern8.com/?page=what

Michael Schoenfeld, a Salt Lake commercial photographer, asked modern8 to design a new logo and create advertising for the Black Book, the bible of reference books for photographers promoting their services nationally. The logo design emphasizes the syllables in the name and aids in pronunciation. The re-branding effort will continue with application of the new logo to corporate papers and additional advertising.

The next issue of the Yescozette will address how branding works in the sign industry, while at the same time reinforcing the brand position of the company itself. Since 1998 Young Electric Sign Company (YESCO) has asked modern8 to create the quarterly volume for customers and employees of the company. The oversize publication features new signs created and installed throughout the western United States.

You target one of six youth culture segments: Hip Hop, Thrashers, Rockers, Country, Trendies and Anarchists. They decide first what brands are "in" and which brands suck. The Utah Ad Federation asked modern8 to design a direct mail promotion for the Salt Lake appearance of the nationally recognized speaker who developed the marketing concept. The promotion featured the illustrations of Justin Milo, modern8 designer/programmer.

Randall Smith, modern 8 Creative Director, will be out of the office Sep 16-20, attending a design industry conference and mountain biking in Scottsdale, Arizona. / There's no doubt that graphic design has moved beyond a print-only medium - modern8 is now working on four websites: Dunn Associates, NIC, KEPCO+ and fourth we can't yet announce. / We've been tagged three times with graffiti since our move to the new office the first of this year. Though annoying, it's visually interesting. We've even shot photos and considered putting it on our website. / Randall Smith has been invited to speak to the Utah Manufacturers Association in January on the subject of branding.