modern8 eNews: January 2003

modern8 has revised and enlarged the ABC website, adding information and resources for the new Utilities Division. The website features project case studies, 360º on-site virtual reality photos and a Flash introduction. View the site at: www.abc-concrete.com

In an integrated marketing effort, the website accompanies recently created inserts for the corporate brochure and local magazine ads. The new division is positioned to capitalize on the existing reputation of the 44-year-old company.

NIC, the world’s largest provider of Web-enabled government services, has concluded a comprehensive branding overhaul. The former branding for NIC didn’t reflect business objectives in a targeted positioning strategy. modern8 specializes in re-branding and repositioning and has applied the principles of Perception BrandingSM to unify NIC’s core brand and establish the strongest possible position in the customer’s mind. Perception BrandingM is a proprietary methodology that defines a brand’s persona and serves as a platform for developing brand-design solutions.

5d, the brand design process (www.modern8.com/?page=what) employed by modern8 for NIC, is the pre-design step that defines a profile of the brand attributes, the brand contract and the target audience. NIC’s position, “The people behind e-government” was incorporated into the brand-identity both visually and verbally.

modern8 has designed the NIC website, stationery, business cards and the corporate pocket folder with the new identity. Branding guidelines and media advertising are in the works.

The fourth in a series of local industry ads highlights long-time employee Maralee Lassiter, modern8 designer. The ads are intended to personalize the company and position modern8 as a design consultant for branding and marketing communications. Subsequent ads will feature other employees.

How do you say “Happy Birthday” in electric sign language? With 80 years of sign history to work with, modern8 once again created custom birthday cards for the employees of Young Electric Sign Company. The card, sent with a personal message from the company president, turns the greeting into a game. Each letter of the message is made from a different historic sign manufactured by the company. The birthday celebrant tests their identification abilities with the answers on the back.

If you’ve visited our website, (www.modern8.com) you know it features photos of signs that say either “Modern” or the number “8”. We’re looking for more. If you know of an interesting sign that contains our company name, then take a picture and email (contact@modern8.com) or snail mail it to us. Include your name and address. If we use it on our website we’ll send your very own modern8 T-shirt (www.modern8.com/newsletters/dec02.html). You and your photo will both be cool.

For fifteen years Randall Smith, modern8 Creative Director, has begun the new year preparing for class. As Adjunct Professor at the University of Utah Art Department, Randall consistently teaches "History of Graphic Design" along with an occasional studio class. The history class is an overview of graphic communication from the invention of the written language to the digital era, with emphasis on the twentieth century. Randall's involvement with students provides modern8 welcome opportunities for internships and stimulating ideas.

The Hong Kong Tea House restaurant has opened for business right on the other side of our office west wall. We tried it out on opening day. The food was great (unless you’re vegetarian), but they’re still working on the service. / Demolition work is beginning on the Intermodal Hub to be constructed one-half block west of our offices. It will eventually become the transportation hub for Trax (which will run right up our street), bus and commuter rail. / The holiday recipe book in last month’s eNews was a big hit. If you didn’t download your own copy, it’s still available at: www.modern8.com/recipies.pdf. / Angie McGraw, University of Utah Graphic Design student, has just joined modern8 for a semester internship. / We’ve got office space to share. Call if interested.