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Young Electric Sign Company is best known for the huge outdoor
signs that light up the biggest and brightest on the Las Vegas
strip. But there's a story inside as well. The action in today's
casino is highlighted with custom signs on slot machines and
gaming tables along with direction and identification signs, all
designed to enhance the visitor experience. We created a small
brochure to capture and promote the services of YESCO Interiors
Department, featuring installations in Palm Springs, Tampa,
Waterloo and Windsor, Ontario.
Our annual holiday T-Shirt got out to our clients as usual this
year, but this time it was accompanied by another, more
unexpected graphic device—buttons. All staff members, designer or
not, came up with one or two original designs which were
reproduced as 1" buttons. We've got 500 of them in eight
different designs. Make sure you complete your collection next
time you're in the office. If your interested in receiving a T-shirt and buttons please contact us.
modern8 employees and their significant others (we won't mention
those who didn't bring one, out of respect to her) enjoyed a
belated Christmas party on the 30th with a few competitive rounds
of Laser Tag, followed by a nice dinner at Trio, capped off with
decadent desserts at Randall's house (compliments of his wife),
and a tradition we can't seem to get rid of, a (competitive) game
of white elephant bingo. Every year we can't remember the rules
(yes to "white elephant bingo") and every year we all usually
want the same gift. It's gritty, there's yelling involved, and
there is always too much dessert (is there such a thing??). And
surprisingly all of this took less than 8 seconds. Exactly what
Christmas is and always should be about. From all of us at
modern8, we hope that your Holiday was as wonderful as ours. /
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Some of the world's strongest brands are B2B. Companies like IBM,
FedEx, Boeing, General Electric and Oracle are all primarily
business-to-business brands as opposed to business-to-consumer.
Despite these well-known names, brand management in typical B2B
companies is rarely as well executed as it is in the typical B2C
company. Business-to-business organizations rely more often on
functional descriptions of their capabilities whereas
business-to-consumer companies are more likely to emphasize
emotional experiences that lead to brand preference.
Making a sale in a B2B company is a more complex interaction than
in a B2C company and yet purchasing departments are run by people
who make choices based on symbolic as well as pragmatic
attributes. After all, your brand is nothing more than a person's
gut feeling about your company. As Waldemar Pfoertsch, professor
of business at Pforzheim (Germany) University said, "Successful
B2B brand communication requires sales strategies that
incorporate brand values that appeal to the social and
psychological as well as the rational concerns of the different
organizational buyers involved."
B2B companies often assume their prospects are inherently
interested in the products or services they offer, when in fact
most prospects are really only interested in a solution to their
problems. A B2B brand strategy must address the specific needs of
the customer, learned through customer interaction and research.
Fortunately it is usually much less expensive to implement a
defined brand strategy in the B2B space than in B2C, because the
message is directed toward a more specific audience. Most of
modern8's clients are B2B. Our core competencies are brand
strategy and design, which fit perfectly with the needs of B2B.
When we designed the new logo and identity for the School
Improvement Network, we used the most common icon in the
education industry: the apple--but not the typical red apple. We
cut a bright green Granny Smith in half. One look at the new
website we designed for the Salt Lake-based education company,
and you'll see "Granny Smith Green" everywhere you look. The
color becomes a strong element tying the entire Web site
together, which features best-practice products and experts that
teach teachers how to be better at what they love to do.
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