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The regional industry publication, adnews, selected modern8 Creative Director, Randall Smith
for the third installment of the Creative Voice, a feature article on a noteworthy
contributor to the local advertising community. The three-page article was in the form of a
wide-ranging interview on subjects from career influences to future aspirations and included
reproductions of recent projects. Randall also created the cover design, a hand-lettered
quotation on creativity. You can download the complete article in PDF form here.
Sampan Chinese Cuisine asked us to design a Wine Menu to coordinate with the Dinner and
Lunch Menus we previously created. We produced the cover with hand-lettered Chinese
calligraphy and an appropriate color. A client since 1999, we designed their original
identity, in addition to mailers, trade shows, cards and menus.
Bryan Wilson, modern8 designer, is studying letterpress printing in the Book Arts Program at
the University of Utah this summer. / modern8 Senior Programmer Justin Milo is working
part-time for Maccarone, Inc. a New York avant garde art gallery, doing everything from
bookkeeping to Flash programming for represented artists. / 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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Anyone can tell you that a Porsche is a performance sports car. That Wells Fargo is an historic bank.
That Kodak is about family memories. And yet Kodak is a huge technology company, who makes (amongst other things)
practice management software for your dentist — a long way from photos of your children. Porsche, Wells Fargo
and Kodak, though each involved in many different types of business, have all identified their brand essence.
Why do your customers choose you over your competition? What do you do that is better than anyone else?
How are you different than your most successful competitor? What are three adjectives that summarize how you
want to be perceived? Answers to these questions are an important driver in d2: the Distill phase in the Perception
Branding process. The brand essence is often reflected in a tagline: the communication vehicle that expresses the
essence in a short, memorable manner. Even without a tagline, a company should adopt their brand essence in the
form of a big idea that can be conveyed in a single sentence. The big idea is sometimes called the brand promise
or contract — what you promise your customer when they engage with your brand.
The state of Utah has had an online alternative to standing in line to renew your vehicle
registration — but only after you’ve gone elsewhere to get your inspection and emission
certificates. Now Utah Interactive, the private company that provides all Utah state government
online services, has developed a web-enabled application for vehicle inspection stations. The
new service allows you to go to an “On the Spot Renewal” station and walk out with your
inspection and stickers in hand. We created the name, identity, banners and point-of purchase
displays for Utah Interactive and the state’s launch of the new program.
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modern8 Corporation.
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