 |
The ARSgroup helps marketers measure, predict and improve the return on
their advertising expenditures. We were engaged to completely re-brand
the company, as they introduced new divisions, targeted to different
audiences. We established coordinated brand architecture between the
parent organization and the new divisions that achieved a unity of form,
but allowed for distinct differences. The first rollout is for ARSgroup,
to be followed by ARSentertainment and ARSgreen. The company,
headquartered in Indiana, found modern8 through an online search. "I was
looking for someone like you that has a lot of branding experience",
said Shannon Chenoweth, Marketing Manager.
Graphic designers are inherently drawn to environmental typography
because they work with type all day long. In the environment though,
type takes on 3-D characteristics, adding an extra dimension to the more
typical graphic designer's two-dimensional world. Add to that the
nostalgia associated with old signs, including unique or out-of-date
typefaces and it's no wonder designers love shooting photos of old
signs. This month at the gallery, Randall Smith, modern8 Creative
Director is showing off a few of his favorites signs that he started
shooting some 30 years ago.
Tara Smith, modern8 Office Manager, returned from two weeks in New York
City, where she attempted to work long distance (via today's
technology), but spent more time shopping, babysitting her nephew and
eating out in Manhattan. / We've got a fancy new brick and concrete
sidewalk as a part of the on-going TRAX construction project in front of
our office. On-street parking is improving, but there's still a lot of
equipment out there. Try 600 West, the nearest cross street, or
alternately, the newly constructed parking lot behind our office, also
accessed from 600 West. / Wish to comment on what you read in the
modern8 eNews? send us an email. You write them. We'll read them.
|
|
You would think daters on Match.com would communicate something about
themselves in the headline. After all, to grab attention quickly there's
only a picture and the headline. You're mostly stuck with your pic, but
as Dan and Chip Heath, authors of Made to Stick said, "With the
headline, you can start from scratch. Given the stakes, these headlines
should really zing. They don't."
A search of over 1,000 Match.com headlines reveals winners such as
"Looking for Love" and "Hey". If you're on Match.com, it's pretty well a
given that you're looking and if you can't find anything more
interesting say about yourself than, "Hey", the Web site is not going to
save you.
In their column for Fast Company magazine, the Heath brothers make the
point that the headlines suck because of fear: "Fear of saying too much.
Fear of saying something clever that someone might think is stupid. Fear
of saying something revealing that might turn someone off. The headlines
try desperately not to exclude anyone. In doing so, they succeed at
boring everyone."
The corporate world has the same "hey" problem. They think they have to
be generically likable. "Most marketers feel that if they make a bold
statement, they risk not just alienating customers—but their boss",
says Charles Rosen of the Amalgamated ad agency. "That fear takes the
edge off all communications."
Concrete images and language make it easier for like-minded people (and
companies) to fine one another. The column concludes, "Some singles have
figured this out. Here's a brilliant example: 'Athletic math nerd seeks
someone to hum the Seinfeld intro music with.' While excluding, he's
simultaneously becoming more interesting to potential soul mates.
More...
With the 5d Perception Branding strategy already implemented
in their identity and promotional literature, Guru Labs Training asked
us to create a trade show display that reflects their newly developed
brand strategy. In a trade show venue where dozens of vendors compete
for attention, a single succinct message, similar to a magazine ad
headline, is the most effective way to communicate. Viewers are only
interested in who sponsors the booth, and whether the message speaks to
their needs. We created an 8' x 10' fabric display, prominently
displaying the Guru Labs tagline "Empowering Linux Mastery" as the
central message. Smaller interchangeable panels allow the option of
using different bullet points specific to different audiences.
If you are having trouble viewing this email, visit http://www.modern8.com/newsletters/oct07.html
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©2007
modern8 Corporation.
All Rights Reserved
|
|
