Recently we were contracted by Starla West International to improve and enhance their overall messaging and brand identity. One piece of this included a full website redesign.

Click the image above to see the changes made on the homepage.

Our goal was to increase usability and overall navigation throughout the site, with a fresh new look that speaks to the target market. Below you can see some of the unique features that were introduced on the new website.

1. Collapsible Sub Navigation. The collapsible sub navigation for the Corporate and Individual pages allow the viewer to easily navigate within the current section.

2. Graphic Banners. Along with the increased functionality of the site, we also wanted to enhance the overall message and voice. The banners create a sense of style and hierarchy and aid in navigation throughout the site.

3. Interactive Calendar. We created a custom calendar that allows the viewer to easily find events and view specific event details, all within this site.

4. Calendar Details & Integration. Usability is extremely important on the web, and this calendar allows you to seamlessly toggle between the calendar view and the event details.

5. One Click Registration. On the events page, we incorporated a sidebar feature allowing one click registration for five upcoming events.

6. Custom Twitter Feed. A custom feed that pulls the three most recent tweets.

7. Condensed Blog Posts. Creating condensed blog posts allows the viewer to quickly scan for the post they are interested in. Once you read more, you can Retweet, Like, and comment.

 

8. Randomized Testimonials. We implemented a testimonial randomizer within the CMS, which also condenses and links to the full testimonial.

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Overall they were very pleased with the visual and functionality improvements on this website. Check it out for yourself at StarlaWestInternational.com and see the features live.

We would love feedback, so feel free to comment on the redesign.

Welcome to 2012. Thank goodness. 2011 was a horrible number to kern.

It’s easy to get caught up in the holiday hullabaloo and forget to reflect on what you accomplished. We’ve had the opportunity to work with some great clients in 2011 and 2012 is looking even better. Today we sat down and reviewed the logos we created for 10 companies in 2011. They include a wide range, from a civil engineering firm to a children’s app store resource for busy parents. Each is unique yet fits well into their respective marketplace.

So, take a gander through these works and then take a moment to reflect on what you accomplished last year.

client: 250OK // email deliverability

client: BEA Consulting // higher education resource

client: HWC Engineering // civil engineering firm

client: KinderTown // an app store resource for parents

client: Lappin 180 // consulting firm for sales teams

client: Pam’s Party to Beat ALZ // event to benefit Alzheimer’s

client: PureZen Dentistry

client: RFP Attorney // online resource for attorneys and clients

client: SMPS Heartland // regional professional services marketing event

client: Starla West International // image consultant

“We want people to know us as the best photography studio in town. We also want to build on the equity of being in business since 1964.”

…So said the fine folks at StudioThirteen.

Our job was to make it happen.

StudioThirteen is a big-time operation. Their shop features one on the biggest seamless backdrops in Midwest. That’s a must in Indianapolis, where top fuel dragsters and stock cars are regularly used in photo shoots for the racing industry. StudioThirteen also boasts a commercial grade kitchen, a daylight room with massive windows, and the capacity to handle multiple top-tier shoots at once.

The problem was very few people knew just how much the studio offered. That’s where we came in. Lesle E. Lane and the gang at StudioThirteen asked us to revamp their brand in a manner befitting their capabilities.

The client challenged us to meet a demanding set of objectives. To describe their ideal brand, they used phrases like: tactile, high fashion, cutting-edge, and rich-in-heritage.

Logo:

Naturally, the new mark features a numeric thirteen. But look closer. Notice how it also looks like a bit of film? (We hear ya. They don’t use film any longer—but it’s a tip of the hat to the studio’s longevity in the business.)

Stationery: (click image for a closer view)

We kept the design simple and clean and added the repeating stripes for texture.
With budget in mind, we created a package that utilized 2 spot colors on a recycled, off-white sheet.

The beauty of the logomark is that it’s the same mark flipped, mirrored or rotated 180-degrees. This allowed us to use a registered emboss on the business cards, letterhead and note cards. A flood of brown on the back allows the debossed mark to get noticed without overpowering.

Embossing die:

The business cards have a smaller height than a traditional card, which let them stand out without adding the cost of die-cutting or special materials. The fronts contain the logo and stripe pattern. This allows the logo to become the hero and helps it to stick in the minds of the recipient. The contact information is on the back in two columns that lead to the debossed mark. The size of the cards also makes it nearly impossible to not touch the embossed mark when you receive the card.

The letterhead is kept clean on the front with only the logo, web address, and stripe pattern on the front. The remaining contact information is contained on the back in a double-column block that leads your eye to the debossed logomark.

To save costs we did not convert the envelopes, but went with a square flap matching stock. The stripe pattern was added to the front to give it some texture. This pattern also gives it an antique, official mailing quality.

The website is being overhauled now, but you can get a glimpse of their work at studio13online.com.

Overall the client was very pleased.

“Seriously the mark itself is awesome. I think it’s just really clean and sharp and timeless.”

Check out the video of the business cards being embossed:

Are you considering rebranding your business, product, or service? If you’re like most business owners, you’re perplexed about when and how to go about rebranding. As business conditions improve, you’re looking for a strategic advantage. Regardless of how long you’ve pondered the idea, one thing is sure–rebranding isn’t something to go into half-hearted. You should feel great about the timing and the branding firm you select to guide you through the process.

Rebranding goes beyond updating your logo.

If you’re considering a rebrand, chances are you already understand that rebranding your firm requires more than just sprucing up your company logo. It’s a deep-dive into who your company is: your positioning, your values, and your brand essence. Any logo changes or visual updates you consider should all be outcomes of the positioning and brand essence decisions you make up-front.

But how do you know when you’re ready to commit to a full rebrand of your company? The following are the ten most common indicators we’ve seen in our business–sure signs you might be ready to rebrand.

1. "Our sales team is embarrassed to show our prospects our collateral / website / business card."

This is probably the number one complaint we hear from business development professionals. If your sales team is afraid to send a prospect to your website or share your collateral with a potential business partner, how much business are you losing out on?

2. "We’re considering a name change."

This is one of the most obvious times to rebrand. A name change is a great opportunity to re-examine your entire brand from the ground up.

3. "Our brand image or reputation isn’t current."

Another great time to rebrand is when you’ve outgrown your current brand image. Whether it’s a negative issue (like BP), a positive issue (like growth in a new market), or even just a "dated" look, rebranding is an opportunity to make sure your image and message are accurate and up-to-date.

4. "We’re moving."

Moving locations is one of the single largest expenses that some firms will encounter. Oftentimes, by necessity, you’ll need to reprint all of your collateral and buy new signage. As long as you’re going to have those expenses, why not be sure your identity is as fresh as your new space?

5. "We’re taking on new partners or buying the existing owners out."

Similar to number three, as your firm’s ownership shifts, your values and priorities may as well. That’s a great time to make sure your positioning reflects the current partners’ business goals and personalities.

6. "Nobody understands exactly what we do and why we’re different."

Internally it’s not always the most pressing business issue, but this is just as important as number one. If your market doesn’t understand who you are and why you’re different, you might as well stop marketing to them. Consider a rebrand to give the market a more clear picture of why your firm matters.

7. "Nothing matches."

Have you ever met three people from the same company who all had different business cards and made their own clip-art laden sales sheets. How professional did that company appear to you? A rebrand is the right time to get all of your collateral in order as well.

8. "Our competition is getting all of the limelight."

If your competitors are getting more attention than you’d like, sometimes creating a media event can help divert some attention your way. Consider a grand re-opening event, featuring your newly refreshed brand.

9. "We need to invest in new collateral / signage / tradeshow displays."

Similar to a move, if you’re already needing to invest in new logo-related materials, be sure you’re going to be happy with those materials for a long, long time.

10. "We need to look our best for the big event."

And last, but certainly not least, consider what you have on your horizon. A big company anniversary? An open house? A trade show? Or perhaps a speaking engagement or press event? Nothing gets companies serious about rebranding like an important upcoming event.

Why are you considering a rebrand? Maybe you have different reasons. What else has to change before you’re ready to move forward? Share your opinions below.

Daily Finance just released a top-ten list that nobody wants to be on: The 10 Biggest Brand Disasters of 2010.

Douglas Mcintyre includes a few of the most notable brand disasters of 2010, including BP, Research in Motion, and Toyota. While technically most of these “brand disasters” were a result of product issues or unfourtunate events, the bottom line is these brands are feeling the hurt.

I’m sure we’ve seen this kind of thing before, but it’s hard to remember seeing so many big brands bomb in one year.

(As an aside, if any of these companies are interested in rebranding later this year, we’d be happy to take their phone calls.)

Check out The 10 Biggest Brand Disasters of 2010 and be sure to share any past brand disasters that you recall below.

Bradford Systems Corporation came to Miles Design earlier this year. They had a strong reputation in Chicago for selling premium architectural storage products, often used for storing paper and files on shelving. Although their reputation was historically accurate, it was only telling part of their 42-year-old story. As an exclusive Spacesaver dealer, Bradford had grown to become leaders in premium, compact storage for anyone who had any kind of valuable items to store: museums, public safety agencies, medium to large businesses, healthcare providers, academic institutions, and government agencies. In addition, their electronic records and software divisions help clients digitize valuable files and keep exacting records of where physical artifacts are located.

Their existing identity felt more dated and industrial than what the Bradford brand had grown to represent. They needed something clean and high-tech, as well as something that would appeal to architects. As Bradford Systems grows in marketshare and reach outside of Chicago (across Illinois and Indiana), they need a brand that can grow with them.

Our goal in rebranding Bradford Systems was to create a clean identity that would leverage their expertise in consultative services and software offerings, as well as represent Bradford Systems as the architect’s choice for compact storage.

“After 42 years of working side-by-side with architects, designers, and clients of all kinds, we decided it was time to take on a very important renovation project–our own brand. For months, we’ve been working behind the scenes to craft an identity that better reflects our business and our commitment to you, our clients. Today, we’re proud to unveil our new logo, tagline, and website.” – Dave Bradford.

The new Bradford Systems tagline “Smart. Storage. Solutions.” speaks to the breadth of their offerings and their approach beyond selling shelving and hardware. The elegant lines of the new identity echo rows of shelving and imply a “bridging” of data and organization. The convenient number of spaces in-between the letters of “Bradford” allow each vertical rule to line up with the letters of “Systems.” In some of the collateral pieces, the rules continue below the mark creating a pinstripe texture seen both on the website and print collateral.

As part of the rebranding process, we also overhauled BradfordSystems.com to create a cleaner, more simplified look that would appeal to architects as well as the end users of their products and services. Shown below is a before and after of the website design:

You can visit BradfordSystems.com for more examples of their product and service offerings.

I wanted to note a few announcements, links and other things you may not have seen this summer (unless you’re following us on Twitter). In fact, I didn’t catch a few of these links until earlier this week. (Thanks Melissa!)

Miles Design launched a few website designs this past month. We’ve also found a few articles posted online about our clients and our Indianapolis design firm. So check out the stories below, and keep us posted if you find any others. Enjoy!

Chalet Landscape was featured in Today’s Garden Center as a “Next Generation” marketing website design. Congratulations to Chalet and their team!

In case you missed it, the new Knozone.com and flash game Zoneout launched in June. The game is getting a ridiculous amount of traffic – great to see that! These projects were in partnership with The Basement and Fat Atom. We have seen several web articles on the project. In fact, here’s one now. We’re currently working on a few other Knozone initiatives which should launch later this summer.

We were proud to hear that our letterhead design package for Brand Photodesign won a Silver award in the Neenah Paperworks Letterhead Contest.

A freelance writer for Anderson University did a great story on Cookie, our graphic design intern from AU.

And last, but certainly not least, we launched a major corporate rebranding initiative for Kevin Kennedy Associates Inc., beginning last week. You’ll be seeing more of them on our new website later this Fall, but for now you can check out the new KevinKennedyAssociates.com

That’s it for now… stay tuned for more.

It’s always fun when a client you’ve been working closely with gets great press coverage. Especially when they’re deserving of it!We’ll be writing more about this project soon, but for now, see what Inside Indiana Business had to say about Vine & Table. Click here for the full story. And there’s also a nice article this morning on IndyStar.com .

Culture has a lot to teach us about brands and can give us a glimpse into what consumers are looking for. As I wait for my fresh copy of Casino Royale to arrive in the mail, I rhetorically wonder… why would Hollywood reinvent a cultural icon like James Bond? The answer to me is simple: relevance.

In an age dominated by the likes of Jack Bauer (of TV’s “24″), heroes are under more and more pressure to be “real.” The “goody two shoes” heros of days gone by aren’t resonating with the year 2007. Audiences expect a hero to have real problems. They don’t expect their heroes to be perfect, and more importantly, they don’t want them to be.

Casino Royale provides a much needed kick start to the James Bond brand. It’s generally grittier, edgier, and shows Bond to be (above all other things) human. He makes mistakes. He gets hurt (poisoned, shot, bleeds, and nearly dies). The high sheen that actors (such as Pierce Brosnan) have provided to the Bond role in the past appears to be gone. Here to stay is the new Daniel Craig version. He’s out of control. Psychologically unstable. And unmistakably real.

For me, I take this James Bond lesson and apply it to other issues we encounter. Whether we’re launching a new consumer product, or introducing a political candidate, today’s customer isn’t interested in make believe. They want something that feels unmistakably real.

BONUS QUESTION: As we watch the James Bond brand go through the “real filter” it makes me wonder, who’s next? What Hollywood franchise is most due for an update, and why?