- "Who would have pegged an awkward 75 lb. chunk of iron as sexy? Upwards of 20 longtime WCI customers who phoned within 24 hours of receiving our new catalog. Kudos all around. Sex still sells, apparently anything. Dave's work is a brilliant turn on workhorse industrial products."
Lise Petra, Vice President Marketing, WCI
- Furnishing Possibilities
- West Coast Industries Comprehensive Brand Revitalization
Copy Writer, Creative Director, Designer, Producer, Strategist
- Top Tier Promotion
High-level overview bundle
AIGA's Communication Graphics 21 Award winner; Communication Arts' 41st Design and Advertising Award winner; The 2000 Communicator Award of Distinction winner; HOW's 2000 International Design competition winner; Print's 2000 Regional Design Competition winner; The Printing Industries of Northern California's Showcase of Print Excellence 2000 winner; The Step-by-Step 100 Design and Illustration Competition 2000 Best in Show winner; The Type Directors Club 46th Competition winner; The 35th Annual West Coast Show Award winner
- How a Brand is not Your Logo
or People Are Watching, Look Smart
There is a lot of confusion and a lot of hype associated with the word brand. Many define brand as a company's visual presence. While your internal and face-forward communications do influence your public, in part through aesthetic appeal and, assuming a positive impression, meaningful content, your visual presence is not your brand. (1)Some, many, believe their logo mark alone to be their brand. The right logo, appropriately and consistently applied, can become so prevalent that it replaces your linguistic name with a nonverbal hieroglyphic that takes on the characteristics of your company personified. Even still, and acknowledging its importance, your logo is not your brand.This book addresses aesthetics in detail, both visual and verbal. It provides you with elements and instruction that will help you build a successful brand. (2) Consistent application of these guidelines by you and your colleagues bears on your corporate culture, differentiates you from your competitors, teaches you to speak with a unique and resonant voice, and prepares you to begin a meaningful conversation with your audience. But no one thing or combination of things in this book is your brand. A brand is not so easily had.Think of it this way. There are two kinds of brands. There is the kind associated with livestock, a logo that sets apart one cattleman's heard from another's. It's practical, but has limited bandwidth. A mark alone is a one-pony show.The other kind of brand has great potential to shape your business, engage your public, and better your bottom line.Building a brand starts with a dialogue. By composing a shared vocabulary made up of symbols, intonations, and associations, you and your audience will in due time and after much stumbling achieve mutual understanding. Understanding requires nimbleness as you negotiate perceptions and inferences, intentions and expectations, expressions and interpretations. The idea is that this exchange brings about agreement, the sweet spot where everyone is on the same page. Commonality brings with it a strong competitive advantage: agreement, a kind of kinsmanship, a promise; this is your brand.
- Audience Perceptions and Expectations Here, the audience is mildly concerned with the company's ethics, of greater concern, likely due to unfamiliarity with practicalities, is the company's ability to consistently deliver a quality product. Notwithstanding, the audience and the company are well aligned.If you take away one thing and incorporate it into your way of thinking consider this: Commerce exists as a guest of culture, and culture--who we are, what we do, and why we care, collectively and individually affects its every aspect. Culture begs for ideas, new and renewed, to pique its interest, capture its imagination, move it forward, and encourage reinvention.Understand that inasmuch as each of us cultivates a unique presence, we are fundamentally the same. That means that a great place to start looking for your audience is in the mirror. Before you bring the outside in, let the inside out. Explore, discover, let yourself think for yourself, and draw your own conclusions. Then begin a conversation; begin building your brand.
- 1 Albeit your most visible asset, a logo mark is only one of the many components that communicate your companys intended image. But, to disregard its importance is to give it short shrift. Your logo often precedes you. It's the public's first impression. In a moment, a single take, it can influence opinion. It lets the public know if you really are different from others in your marketplace. It can be safe but indistinct, reckless and meaningless, or handsome, unique and smart. A good logo takes chances and it takes guts.
2 Many business communications guidelines are ridged. Others encourage deviation to the extreme. Guidelines, in the true meaning of the word, dictate few steadfast rules and favor interpretation.
WCI's guidelines comprise, to varying degrees of preference, colors, fonts, layouts, photographic and illustrative styles, typing templates, and other such trade dress. They dictate how rigidly each instruction should be applied. They address everything from corporate literature to simple correspondence, every touchpoint that influences your audience. Put simply, consistency is competency.
- Brand Book
It's Not a Brand Until Somebody Else Says It Is,
Spread the Good Word
- Outdoor Furnishings
Category- and Product-specific Brochure
Arc Table and Courtyard Chair