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Custom home construction is a business that combines the
skills of personal psychology with construction know-how. Kendal Homes
President, Kendal Wardle, possesses both in abundance. Positioned as a builder
of contemporary homes, the Kendal Homes identity was designed to project
the professional assurance sought by discriminating buyers.
The unusual
logo features an actual photograph of construction details and strong color
identification. The identity has been applied to corporate papers. A pocket
folder and capabilities brochure are currently in the works.
When Randall Smith began teaching the History of Graphic Design
at the University of Utah in 1987, the idea was so unfamiliar that some
people never realized a history existed to study. Others thought
it was only a 20th century phenomenon, or worse still, that the history
began when technology brought graphic design to the desktop. Today, the
history of graphic design is a widely recognized component of a good
design education, with new books and research coming out frequently.
Always taught Spring semester, Randall, modern8 creative director,
enjoys the annual opportunity to engage with students on the subject.
While the title “Grandpa” doesn’t feel quite right yet,
Randall Smith is still very excited about the birth of Luke Bean to his
oldest daughter, Alysha on February 11th. The only disappointment -- they
live in New York City. Thank goodness for video conferencing built in to
the latest Macs. If you really insist, you can see additional photos
here. / The
current show at the modern8
Gallery opened February 17 and features Martin Mendelsberg and Peder
Singleton. It continues through April 14. / Our office, just down the
street from Gateway, has room available for shared office space, with
all the equipment, connections and conveniences in place. You can view
photos of the office online.
Please email or
call 801-355-9541 to make an appointment to take a look around.
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Find a way to “own a word” in the mind of your prospect.
It’s a powerful brand builder to be the first to focus on a single
word or concept in your industry. It’s likewise powerful to
identify your own proprietary product or service with unique words.
Federal Express owns the word “overnight”. You think of that
word, you think of FedEx. Same goes for ketchup and Heinz. Our
client Verti-Crete,
a leader in the precast concrete industry, has not only made a name for
itself, but for its product, by using unique names. The company has
innovated precasting with their Panel Stacker System, which effectively
reduces time and space requirements.
Think for a minute about tissues. Does any brand come to mind? Kleenex,
the company who first introduced pocket tissue, has become the leader in the
tissue industry. If you’ve ever heard someone say, “Pass me a
Kleenex”, it’s because of the company’s brand leadership,
regardless of what kind of tissue is being used.
Products in other categories work in the same way.
“Make me a Xerox copy.”
“I need a Q-tip.”
“Hand me the Scotch tape”
It isn’t a secret how Verti-Crete or the rest of these companies
managed to own a word in their own category. They were the first in the
industry, and positioned themselves in customers’ minds before anyone
else. But what if you aren’t the first in your industry?
The answer: narrowing your focus often creates a new category.
We’ve done this. Last year, modern8 narrowed its focus to develop and
extend brands for the commercial construction industry, which includes
everything from architects, concrete suppliers, sign makers, and specialty
contractors. And we own our
words: Perception Branding and
the 5d Process.
Think about how your company could (and should) be doing the same.
Narrow your focus and find words to own in your industry.
— Randall Smith
The Yescozette, the dramatically oversized publication from Young Electric
Sign Company, delivers visual impact and information, just like the products
they make. YESCO signs are one-of-a-kind construction projects created to
attract attention. The sign for the Wynn, the newest Las Vegas mega hotel,
was photographed for the cover. The sign features a
moving “eraser” that reveals a new image as it moves up and
down the 135 foot–high tower.
The publication describes the positive impact of signs for businesses while
showing recent projects. We developed the theme, wrote the copy and directed
the photography and printing of the periodical, mailed to YESCO’s
customers and clients.
If you are having trouble viewing this email, visit http://www.modern8.com/newsletters/feb06.html
modern8 eNews is a free, monthly email publication
www.modern8.com
801.355.9541
561 West 200 South
Salt Lake City, Utah 84101
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modern8 Corporation.
All Rights Reserved
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