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Our long-term client, NIC, who manages more online Government
services than any provider in the world, once again took industry
honors for the best government web sites. We created a trade ad,
directed at government technology officers, which used a full
page of superlatives to emphasize their accomplishment.
Though our new office (145 West 200 South) is closer to the
center of town, we have dedicated spaces for client parking in
the back. Access is from Pierpont Avenue. And if that’s not
enough, there’s usually parking on the street and we’ve even got
free parking tokens for your meter, cause if you’re like us, the
days of carrying around cash, let alone coins, seems to be the
relic of another time.
Russ Gray, modern8 designer, just added child number two,
Savannah, to his growing family. And senior designer, Bryan
Wilson saw a lot of corn on his recent trip to see the in-laws in the mid-west /
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When engaged in brand strategy, we help clients establish what’s
known variously as the big idea, the main idea or the brand
promise. It’s the “take away,” the thing you want your customers
to remember about your company. It’s not what it says on your
home page or brochure cover—the big idea is the message that
should be communicated. The big idea should always be expressed
in one sentence. If it is any more complicated or lengthy than
that, your marketing will suffer. Despite its short length, the
big idea should encapsulate everything else in the brand
strategy. The big idea, or brand promise, is the one thing that
is most likely to make people take notice, form new opinions and
take action.
Sometimes the big idea is distilled into to a tagline—something
that is often shorter, catchy, and can be put on everything from
a business card to an annual report. The tagline is a succinct
way to reinforce the big idea, but it is not a substitute for it.
In the over-communicated society we live in today, the message of
the big idea must be repeated frequently and consistently.
— Randall Smith
Following completion of our Perception
Branding 5d strategic services, School Improvement Network
engaged us to implement the strategy by designing a new identity
and a major trade show display. We developed the tradeshow
graphics to support their big idea—that School Improvement
Network gives you single source guidance to achieve
research-based, professional development anywhere, any time. We
incorporated the tagline, “Know how, now” and subordinate
messages about the company founders. The new brand color, a
bright green, and the logo were prominent throughout the 20' x
20' exhibit.
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