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The Web site we launched in December for Young Electric Sign Company was
acknowledged by the Utah Advertising Association at the annual awards
ceremony on March 10. Judged by a national panel, the event recognized
the best advertising and marketing communications in the state in 2006.
modern8 designer, Bryan Wilson, designed the site with Flash animation
by Russ Gray and Justin Milo.
But not yet. Until the year-long TRAX construction project is completed,
parking in front of our office will continue to be tricky. The light
rail extension will connect the TRAX terminal at Energy Solutions Arena
with the new Intermodal Hub on 600 West, just a half-block from our
office. The Hub will become the central station for connecting bus,
Amtrak, commuter rail and TRAX systems. If visiting our office, we
suggest parking on 600 West, the nearest cross street to our office, or
alternately, in the newly constructed parking lot behind our office,
also accessed from 600 West.
The modern8 gallery will continue to exhibit the found object assemblages of Guy
Standing through April 13. The portrait photography of Michael Schoenfeld will open
for Gallery Stroll beginning April 20. / Our office, down the street from
Gateway, has room available for shared office space with all the
equipment, connections and conveniences in place. Please
email or call 801-355-9541 to make an appointment to take a look around.
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Although questions like these sound like
metaphysical explorations, we use them when we consult with new clients
before creating any design deliverable. When we conduct an internal
company audit, it's surprising how often we find disagreements between
company management on basic questions, like "What does this company do?
What is its purpose? Why does it matter?" Speaking to executives of
successful companies, you wouldn't think we'd get a different answer from
each executive in the same company—but we do.
Answering what the company does may be the easiest,
although the answer is still not always consistent. The company's
purpose, or reason for being is much harder and causes the most
disagreement. The question, "Why does it matter?" asks for the
beneficial reason the company even exists.
Auditing company literature and Web sites often
reveal a similar lack of purpose and benefit. Here's a test. Cover up
the logo of your competitor's Web site and read the description of the
company's products and services. Compare it to competitor number one,
two or three and to your own as well. Can you tell the difference
between each? Can you cut through industry jargon and understand the
purpose and benefit each company serves? This speaks to brand position
as well as to communicating value.
You can use different techniques to help you gain an
understanding of your company. We often use metaphorical comparisons:
thinking of your business in terms of a model car, for instance.
Collecting emotional photographs that represent your company is
valuable, as is personal expression using drawings. We use such efforts
as part of the Discover phase of the modern8
Perception Branding 5D process.
— Randall Smith
A typographic die cut conveys the theme of innovation on the cover of
the sixth annual report we've created for NIC. The letters "N" and "I"
are used in both the cover logo and reversed on the inside front cover.
NIC manages more eGovernment services than any provider in the world.
The company helps governments communicate more effectively with
citizens and businesses by putting essential services online. The
report features stories and photos of innovative web-enabled services
developed by NIC in Utah, Maine and Tennessee. The services bring access
to convenient and important needs, such as on-the-spot car registration,
and law enforcement databases.
If you are having trouble viewing this email, visit http://www.modern8.com/newsletters/mar07.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.
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