Every quarter or so, we at Phone2Action like to bring our clients and potential clients into our office to try out our new technologies and features first hand. Our June Open House was thus branded “Explore the World of Phone2Action” (a title I actually came up with!). We decided to really make it like a travel experience—guests receive a passport, a map, and at the end of the journey they can get something from our souvenir shop! This was a pretty fast turnaround, but very fun, project.
We had six product stations and two product design feedback stations, and each station had its own custom sticker that guests would receive to add to their passport after visiting the station. At our Souvenir Shop, guests could redeem their stickers for certain swag items (the more stickers you had, the higher quality items you could redeem them for). We were able to branch out a bit from our typical swag items for this event (sunglasses! umbrellas!) and it was a good testing ground to see what people wanted to take home.
Since we wanted the passport to feel like a real passport, it was sized accordingly, and the interior pages were peppered with custom graphics that showed the names of the product stations, but looked like real passport stamps (also quite proud of this part).
To see videos of the passport mockup to final product, click here.
Overall, we had a great turnout, and the guests seemed to really enjoy the theme.
This is one of my favorite projects of late. 4545 Architecture is a sole proprietor architecture firm based in Detroit, with a focus on sustainable projects that reinvigorate buildings and neighborhoods. I worked with founder and principal Tim Flintoff to develop a brand and visual identity package that captured the care he gives his clients and the goals of 4545.
We worked together on a thorough creative brief to make sure I was able to capture everything Tim wants 4545 Architecture to be. Then, I developed a few options for the logotype.
Each option was accompanied by a color palette and business card to give each concept a distinct look and feel.
Tim felt that the option below worked best, and we refined the color palette a little more:
This past week I attended “Standing Out: Branding That’s Personal,” a panel discussion presented by AIGA DC, which I was really looking forward to. The panel was diverse in terms of background and experience, so I was expecting a lot of different insights on how to stand out in the design market, which is currently much more competitive and saturated than ever before. I ended up most enjoying the insights from the moderator, Victor Nguyen-Long, but the conversation itself focused mostly on the importance of authenticity, honesty, and how to take advantage of the social media platform algorithms.
Anyone with experience in branding and brand strategy knows that authenticity and honesty are things that must be kept in mind when designing and building a brand, so that was not surprising. There were a good amount of cliches thrown around on this topic, such as “If you stand for nothing you’ll fall for anything,” rather than tips for how to stand out when everyone is striving for the same thing. The panelists emphasized the importance of sharing on social media—some said that sharing should be curated, while others said that even the most mundane parts of every day life should be shared to better connect with your audience. It was interesting to hear the different perspectives, but it just made me think about how everyone is shouting into the void that is the Internet, trying to get noticed. There are still other ways to build your brand besides social media, which I feel was left out from the discussion.
Brandon Groce, a brand strategist, provided some interesting tidbits on taking advantage of certain social media algorithms (and focusing on one platform and doing it really well)—but does trying to game the algorithm system mean that the more interesting small or new brands (who may not be as socially savvy) may not bubble up to the top? I guess the key takeaway is that after you’ve designed your brand, you have to maximize social media in order to continue building it.
I think this event was a good first step in terms of discussions around branding, but it only scratched the surface.
Disclaimer: these are my personal opinions and do not reflect the opinions of my current or former employers.