Continuing a long tradition of clients in the construction industry, we recently designed a logo for Verticrete, a manufacturer and distributor of molds and forms for concrete privacy fences and sound walls. The completed product has the appearance of natural stone masonry. Our design for the logo reflects a rugged shield-like sensibility appropriate for the industry. We're working on trade advertising and stationery as well. We created a brochure for the local catering company, Cuisine Unlimited, who is providing catering for the U.S. Olympic Committee in Athens, Greece this Summer. The brochure was targeted at brides and included elegant photography of cuisine options reflecting "the art of the wedding". Our office, just down the street from Gateway, has room available for shared office space, with all the equipment, connections and conveniences in place. Call 801-355-9541 or email. / Maralee, modern8 Senior Designer, is vacationing in Chicago this week. Bryan Wilson, Designer, went camping in Canyonlands last week. And Tara Smith, per usual, went shopping. modern8 eNews, July, 2004, modern8 eNews is a free, monthly email publication www.modern8.com 801.355.9541 561 West 200 South Salt Lake City, Utah 84101 Subscribe | Unsubscribe Copyright©2004 modern8 Corporation. All Rights Reserved				The Perception Branding 5d process involves five steps: d1) Discover, d2) Distill, d3) Depict, d4) Design and d5) Deploy. In d2, all that was learned in the first stage (Discover) are distilled into a unifying idea and positioning strategy. It involves both methodical examination and strategic imagination. There are at least three possible brand strategy scenarios in the d2/Distill step: 1) strategy exists, 2) strategy needs redefinition and 3) strategy needs to be created. A brand strategy may all ready exist if it is clearly defined and well articulated. Then all you need is a first-class brand identity that expresses the strategy. A more common scenario is the need to redefine brand strategy. When Harley-Davidson set out to turn around its business and reinvent itself, management decided to build a brand strategy based on existing rider passion. The third option, creating a new brand strategy, is always necessary in a merger. It's the most challenging, but also the most common new strategy scenario. Utah Interactive, the company behind Utah.gov., the official state web portal, recently completed the Perception Branding 5d process resulting in a new branding strategy, brand identity and tagline. The company was repositioned to appeal to the business community. With the official access and resources of state government, Utah Interactive is able to offer products and services to businesses that interact with state government. We consulted with management though the brand strategy process and then designed a new logo, created new stationery and business cards all expressing the new identity and tagline. Now in the works: pocket folder and templates for marketing materials.