September 28, 2016

By Stephanie Haworth

Brand New Conference is a two-day event by Under Consideration on brand identity – chock-full of inspirational talks from some of the design industry’s most significant contributors. Mike and I had the opportunity to attend this year in Nashville (aptly nicknamed the “Athens of the South” – seriously, they even have a full-scale replica of the Parthenon).

There was an implicit, common thread among the speakers this year: make something and own it – for yourself and for your clients. Every organization has a unique story to tell. Designers have the power to support our clients’ sheer force of will and guide where that energy goes. Each of us can help our clients – and ourselves – by truly owning the . . .

Read more

September 13, 2016

A delighted customer will come back and bring their friends.

Isn’t that every business’s dream scenario—to create experiences so remarkable that their customers not only want to continue to do business with them, but also tell all their friends? I know that’s what I want.

Experiences like that can only be built upon one foundation: a great brand.

And that’s where the problem comes in. It can be a struggle to cultivate a great brand. You want to create the kinds of compelling experiences that really “wow” your customers, and you might be suspicious that brand concept has something to do with it…but it’s all so abstract! You’re not sure where to start.

I feel for you. I really do. Branding is one . . .

Read more

August 25, 2016

The details are not the details. They make the design. — Charles Eames

As some of you already know, Resound is going through its own brand redesign. If you haven’t been following us, here’s our new logo roll out.

After branding so many companies, we figured we should practice what we preach. We’re finalizing brighter colors, creative fonts, and foundational values (among many other things). And that brings us to our topic today…textures!

Kelsey Jones — Instagram: @ms_j77

A couple months ago, the very talented Kelsey Jones (Instagram: @ms_j77) painted some beautiful watercolor and oil paintings for us to use as textures. We’re so stoked to introduce them to you in our new look!

There are so many creative people in this world — think . . .

Read more

August 17, 2016

Resound has some really distinct personalities.

People here are very passionate about various topics. For example, Stephanie has a (debatably unhealthy) obsession with all things Disney. Others, like Ben, love talking about anything as long as I laugh at their jokes (which is pretty easy).

One of my things is relationships. I care very much about forming, maintaining, and growing meaningful relationships. Because that’s a value I possess, I strive to communicate with my fellow Resounders in ways that will deepen my relationship with each of them.

When I talk to Stephanie, I ask her for advice on my upcoming trip to Disneyland, and I avoid asking her how she thinks Kurt Warner is spending his retirement. Ben and I spend most of . . .

Read more

July 28, 2016

By Nikki DelRosso

A few years ago, I was an inexperienced co-owner of a small video game bar in Tempe. Early on, we allowed an online community to utilize our space for events free-of-charge. We wanted to give something back to the communities we had participated in, as well as spread the word about our business.

The response wasn’t as positive as we would have liked. One scathing review on Google really sticks with me.

“Events hosted there had marketing companies posted out front with large tables of marketing material to push on unsuspecting party-goers.”

This comment was referring to a prom-themed event at which we had allowed a few individuals to sell corsages and other relevant goods at our front doors. For us, it was . . .

Read more

July 15, 2016

A debate topic being tossed around our office right now is marketing (Is it a good thing? Is it evil?). I’m willing to bet we’re not the only ones arguing.

Some people have majorly negative connotations when the words “advertising” or “marketing” come up in conversation, and rightfully so. Unfortunately, perceptions about marketing are being shaped by brands that never should have been in the conversation to begin with. Some companies will do whatever it takes to make a buck, chasing any “prospective customer” alive. (cough…Volkswagen)

Companies that chase the almighty dollar first and foremost tend to get themselves in trouble with their marketing (and sometimes even business practices) because they value short-term gain over long-term, quality customer relationships.

Influence over Manipulation

There’s a . . .

Read more

June 30, 2016

Remember this line?

When Mr. Bilbo Baggins of Bag End announced that he would shortly be celebrating his eleventy-first birthday with a party of special magnificence, there was much talk and excitement in Hobbiton.

How about this one?

Mr. and Mrs. Dursley of number four, Privet Drive, were proud to say that they were perfectly normal, thank you very much.

Even as I write I feel myself getting sucked in all over again. There’s something very special going on in those opening lines to two of my favorite novels.

If you’re not feeling it, you’re probably Spock…or you haven’t read the books.

Why Story?

Story is a powerful force. Imagine the ancient nomadic tribes, wandering and camping in the Middle East. With stars filling the sky, communities . . .

Read more

June 22, 2016

People don’t become brand fans because of what they see businesses do. They invest in why business do what they do.

You might be thinking, “But wait, people will buy from “why-less” brands all the time!” (like Walmart, for instance)

My response is this: You’re right, but no one is in love with them either.

No one is proudly wearing their t-shirt.

No one is jumping through hurdles to work for them.

No one is talking up the brand to their friends because “they’re simply the best.”

At the very least, no one is coming back over and over again, ever delighted by the experience. Look at IBM vs. Apple — we all know who won that war. We also know why they won.

There’s a reason . . .

Read more

June 15, 2016

By Stephanie Haworth

Someone once said, “Life is a journey, not a destination.”

This quote doesn’t just apply to life. The same is true for your brand. Customers often go on a multi-screen journey with your brand as they move from device to device.

You probably do it too.

Have you ever used your iPhone to fill up your online shopping cart, but then finished the transaction on your laptop? Maybe you’ve started watching an amazing new show on your living room TV, and then picked it back up the next day on your Netflix mobile app.

Welcome to the new norm.

Nowadays, everyone has multiple devices within reach. Take a look around right now; you might see a computer and a smartphone. What about a tablet or . . .

Read more

May 24, 2016

Batman perches on a skyscraper. Superman zips through the sky. These are the characters emblazoned in our minds when we think about heroes.

Why do heroes hold lake-view real estate in our mental landscape? Because where there’s a hero there’s a story. And the human brain is pretty much addicted to stories.

Did you know that every business is telling a story? It might be one dude cleaning windows or IBM, but whether they realize it or not, they’re telling a story.

Apple is telling a story about people who “Think Different.”
Telescrypts, a local tech startup, is telling a story about improving healthcare in developing countries “so we can all have access to healthcare.”
Resound is telling a story about how every company is . . .

Read more