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At this time of the year we like to look back to a few significant projects from the past 12 months.
The Flash-based Web site we originally designed six years ago for the Salt Lake structural engineering firm, Dunn Associates, was updated in January with a larger display size and with identifiable content for search engines.
Albion Minerals, a 50 year-old Utah-based company that manufactures and distributes mineral products for animal, plant, and human nutrition, engaged us to help define their brand message, using our Perception Branding 5-D process. After we presented our strategic recommendations, we proceeded to redesign their identity--the logo, color and typography, reflected in three major divisions of the company, each appealing to a different target market.
Online government services that are built and managed by NIC in behalf of their state government partners are featured in the annual report we created for the Kansas-based public company, the seventh we've designed for them.
The Church of Jesus Christ of Latter-day Saints created a multi-media campaign that features actual Church members who speak unrehearsed about their feelings. Bonneville Communications engaged modern8 to create Internet banner ads in behalf of the Church to follow the same theme.
UCN, recognizing the need to innovate, developed a new product approach that delivers software for call centers over the Internet. Their name and logo no longer fit them. With our 5D Process to determine brand strategy, we created a new identity and name change. The new company name, inContact, reflects the name of the company's product platform, already familiar to their customers.
Watch for the new edition of the modern8 T-Shirt this holiday season along with a new twist.
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We are a brand design agency. The value of our company's
services--in fact for our whole industry--is based upon this single
truth: image is a perception, not necessarily a fact. Buyers
cannot know in a factual sense all there is to know about your
company. What they don't know, they might assume with or without
any real evidence. These so-formed perceptions are influential to
a buyer, just as real factors based on hard evidence are, and may
well determine the buying decision.
Phillip Kotler of the Kellogg School of Business at Northwestern
University tells us that usually a company has several different
identities: the communicated, actual, conceived, desired and
ideal identity. First, you need to know where you are—your actual
identity (1), in order to find a way to your desired identity
(2). Preferably, the desired identity is also the ideal identity
(3). However, what you're communicating (4) and how people
conceive it (5) can be two very different things.
Your identity is made visible in your brand image: your company
name, logo, tagline and brand story. Your brand identity is, of
course, much more. It is a long-lasting strategic asset that
represents the timeless values of your brand and exists in the
minds of your customer. Your brand image (names, logos, taglines)
is a tactical asset that can change from time to time.
Potential customers, who have never had any contact with your
company, may still possess a strong image of you. Without a
purchasing experience, image may decide whether they use you at
all. That's why one of the most important goals in brand
management is to reduce complexity. Inasmuch as buyers cannot
know all there is about your company, and you can't be all things
to all people, it is essential to concentrate your brand message
to what is critically important.
— Randall Smith
 Our client,
YESCO, recently asked us to frame the covers of 15 different
Yescozettes we had designed for them, dating back to 1997 to hang
in their corporate office. The Yescozette is a publication for
the customers, friends and employees of YESCO, or Young Electric
Sign Company. The latest addition of the publication, designed by
modern8 designer Russ Gray, is captioned "A Brief Primer on the
Historic Significance of Signs". In addition to showcasing the
latest sign designs and installations, the oversized publication
also quizzes readers on the history of sign-making. We
conceptualized, and designed it, as well as directed the
photography, writing and printing of the 11 x 14 inch
publication.
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modern8 Corporation.
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