Giant Sealy stretches —and wakes up the industry

For the past year, we’ve been working on a complicated, many-faceted brand refresh for Sealy — part of the world’s largest mattress manufacturer, Tempur Sealy International.

It involved a major rethinking and overhaul of the entire structure of their product line, brand architecture and marketing presentation.

On January 20, at the enormous Las Vegas Market trade show, the company announced the update and revealed the new line to stellar industry reaction. The brand was re-energized — and so were Sealy’s own sales staff and their national retail customers. The excited response was universally positive. We’re relieved (whew!) and delighted!

FreeAssociates was involved from the earliest stages, meeting with the brand experience team and brand managers, sales execs, product designers, ad agency and strategists to help define the brand, clarify its position, and craft its messaging.

Dozens of concepts were floated and vetted, tested and refined, through a grueling but thorough process that left no stone unturned. Over many months the design vocabulary was established and tweaked, until a powerful, unified evolution of the brand emerged.

Under the watchful eyes and thoughtful leadership of Director of Brand Experience Karl Myers and his Senior Manager Jonah Nelson, we crafted a comprehensive new branding system.

FreeAssociates has developed a refined version of the logo, color palette, the master brand style guide, point of sale displays and materials, product labeling, a feature icon system, sales guide, product guide, trade show campaign graphics and all the displays and information graphics for Sealy’s 14,000 s.f. permanent showroom at Las Vegas Market (interior designed by Jhipo Hong).

We’re truly grateful to be working with this talented Sealy team and to have an opportunity to help affect the course of their venerable 130-year-old brand.

For the full story, take a look at this article in Furniture World.

Can we survive on candy?

Candy dispensers

If only Seth Godin would stop having important things to say, I’d stop referring to him in my blog, Facebook posts and general conversation.

Today he sums up the disastrous dumbing down we are all experiencing all the time. Fortunately, it’s not that difficult to change, if we just pay attention to it.

The decline of thoughtful media has been discussed for a century. This is not new. What is new: A fundamental shift not just in the profit-seeking gatekeepers, but in the culture as a whole.

Clickbait works for a reason. Because people click on it.

The thing about clickbait, though, is that it exists to catch prey, not to inform them. It’s bait, after all.

So? Click this instead.

 

Season champs rock it, and rocket in Atlanta

We’re excited to report that the Legistics Porsche team won their final race this month — and with it the national championship! It was a hard-fought season, with a serious rain of bad luck in the last couple of outings. Water created hazards. Snapping clutch cables made things worse. Hopes and dreams crashed and burned (metaphorically, not literally) as our drivers struggled to hold their own.

Then, finally, luck and skill combined at the Road Atlanta track in Braselton, GA —and the IMSA Continental Tire Sportscar Challenge championship was theirs.

porsche-wheel-off-ground-atlanta

You can read about the intensely dramatic final race —as well as the painful disappointments at Virginia International Raceway and Circuit of the Americas in Austin, TX, that preceded it — on the Legistics blog.

Congratulations to drivers Nick Galante and Spencer Pumpelly, to Justin Bellinzoni and the entire RS1 team, and to Phil Frengs, CEO of Legistics (our client). It’s been an amazing season. Let’s do it again next year!

 

FreeAssociates wins Silver from Graphis Design Annual

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Graphis magazine is one of the most prestigious publications in our industry. And being accepted into their 2017 Design Annual is truly an honor.

Our re-branding of the COPi Companies as Legistics recently won a Silver award in the very competitive Branding category. We’re proud of the award, but prouder still of the work we did. We’ve helped Legistics move into a new mode, leaving behind their 1980’s copy-centric identity and creating a brand that speaks to the broader, deeper collaborative relationships these Professionals at Practice Support bring to their large law firm customers.

rainy-porsche Our work included renaming the company, developing the logo, and redesigning everything from a new website (which has won awards itself) to forms, signage, document boxes (their most visible form of “advertising”), uniforms, delivery trucks and even the race car that won the IMSA Continental Tire Championship this season.

Take a look at some of the program elements on the Graphis website. Many, many thanks to CEO Phil Frengs and Legistics for giving us the opportunity to create such a bold, exciting design solution.

The elegant design of human towers

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In Catalonia, Spain (where my wife’s family is from, coincidentally), they have a tradition of creating massive towers of human beings. They stand on each other’s shoulders and rise into the sky, like living sandcastles, only to collapse again from gravity and — I assume — exhaustion.

But photography has captured those elusive moments in some breathtaking images, showing off the careful symmetrical design and engineering of these temporary bio structures. Check it out.

 

Faces full of fur: designing beards

Blogging doesn’t really work well unless you keep it up. I haven’t been, it’s true. But this is pretty hilarious, and sort of cool. So I thought I’d post for your enjoyment.

You can see more of this madness here.

Legistics site wins Gold Communicator Award

trophy_goldOnce again, our website for Legistics has been recognized by an international design competition. We’ve received a gold Award of Excellence from the 22nd Annual Communicator Awards. Our site was selected from among some 6,000 entries, as one of just four to be honored in the Law and Legal Services category.

“The work entered…serves as a benchmark in gauging the innovative ideas and capabilities of communications and marketing professionals around the world. Each year, our entrants continue to amaze by reinventing the ways we communicate and market in an ever-changing industry.” noted Linda Day, executive director of the AIVA, the organization that sanctions and judges the competition. The Academy of Interactive and Visual Art is an invitation-only body consisting of top-tier professionals from a “Who’s Who” of acclaimed media, advertising, and marketing firms.

Congrats to our talented team: creative director Josh Freeman, designer Anat Rodan, writer Emily Hutta, videographers Joel Lipton & Carlos Gutierrez and developer Stephen Slater. Huzzah!

Unsung heroes: Paper engineers

Sculpture by Mark Langan

Sculpture by Mark Langan

My new 27″ ultra-high-def monitor arrived from Amazon last week. It came in the usual corrugated Amazon box with loose paper stuffed around the edges, cushioning the jewel within.

But I’m not talking about the monitor itself. I’m talking about the box in which Dell packs the monitor.

In the old days, delicate electronics shipped with custom-molded styrofoam inserts. Many still do. It’s strong, light – and pretty awful for the environment. So companies have experimented with alternatives such as rigid plastic and molded paper pulp inserts (think egg cartons) that can be recycled or, even better, composted like the kind our client Be Green Packaging makes.

As long as two decades ago, that innovator Apple Computer shipped its G3 Powerbook laptops suspended in the box by interlocking air-filled sacs. An amazing unboxing experience if there ever was one.

Wanting to top that, our firm worked with a packaging engineer to create the box for the Qbe, an early tablet computer. It was held in a sandwich of very tough, clear elastic film that suspended the product inside the box, holding it away from the sides and functioning as a shock absorber during shipment. Also cool.

My new Dell monitor, however, used corrugated cardboard to protect itself on its way to me. Pretty old school. But the fascinatingly intricate die-cuts create locking tabs that hold together the necessary shapes with no glue, no tape. They pop into slots and create powerful, rigid support elements that you could drive over with a tank. I discovered this as I was breaking the box down for recycling. Whole sections of the structure simple unhook, unroll, and turn back into flat sheets. It really is a magnificently executed solution.

Design thinking applies to almost anything, but certainly to the problem of creating strong, light shipping materials that don’t destroy the planet. I wonder what’s next?

Legistics website wins Davey Award

davey_silver_thumbOur new website for Legistics, Inc. has been recognized with a Silver Award in a major international design competition. The 11th Annual Davey Awards are issued by The Academy of Interactive and Visual Arts. With nearly 4,000 entries from across the US and around the world, the Davey Awards honors the finest creative work from the best small agencies, firms, and companies worldwide (hence the name, based on David and Goliath).

The Davey Awards is judged and overseen by the Academy of Interactive and Visual Arts (AIVA), a 700+ member organization of leading professionals from various disciplines of the visual arts dedicated to embracing progress and the evolving nature of traditional and interactive media. Current membership represents a “Who’s Who” of acclaimed media, advertising, and marketing firms including: Code and Theory, Condé Nast, Disney, GE, Keller Crescent, Microsoft, Monster.com, MTV, Push., Publicis, Sesame Workshops, The Marketing Store, Worktank, Yahoo!, and many others.

Many thanks to our visionary client, Legistics – and especially CEO Phil Frengs – who let us take a powerful idea and run with it. And congratulations to our talented team: designer Anat Rodan, writer Emily Hutta, videographers Joel Lipton and Carlos Gutierrez and developer Stephen Slater. Awesome job!

Desperately keeping customers

siemens_kf108-gross

It always amuses me when online services try everything they can think of to keep your business, especially when their responses are rote and pasted in (or read) from a script. It’s so inhuman and odd.

I just canceled our e-Fax account. The poor online agent had to run through his entire repertoire of canned objection-answering. It feels so creepily fake to be on the receiving end of this stuff. If only corporations could just empower their reps to connect with customers like human beings. (As the best companies do.)

Here’s the transcript.

Fred: Hi, my name is Fred. How may I help you?

Josh: Hi, Fred. I’d like to cancel my account please.

Fred: I am glad to help you. Could you please provide me your fax number and 4-digit PIN/last 4 digits of the Credit card on file for verification?

Josh: 310-441-9949 is the fax number. Charges to card 4007.

Fred: Thank you for providing your information. Please give me a moment while I pull up your account.
In the meantime, please type the number corresponding to your reason for cancellation:
1) Moving to another provider
2) Bought a fax machine
3) Business or role changed
4) Short term project completed
5) Financial reasons
6) Problems with faxing or billing
7) Dissatisfied with quality of service
8) Too costly

Josh: 8

Fred: Josh, as we’d like to keep your business, I can offer to waive the monthly fee for the next 1 month. During this time, you will not be charged any monthly fee.
Fred: Secondly, after the free period, the monthly fee will be reduced to $12.95 per month. This plan also includes 150 free inbound and 150 free outbound pages every month.
Fred: There is no contract and you may cancel anytime. Shall I switch you to this 1 month free $12.95 monthly plan?

Josh: As usual with numbered questionnaires there’s no really accurate answer. We just don’t use faxes anymore. I’m paying monthly to receive junk faxes from travel agents and bogus business loan companies.

Fred: If you believe that you are in receipt of a junk fax, we ask that you please submit the offending fax to us by visiting https://www2.efax.com/privacy?tab=reportSpam We will investigate your complaint, and attempt to prevent any further transmission of junk faxes from the same source.

Josh: Thank you, but please cancel my account.

Fred: I completely understand your wish to discontinue. May I offer you a waiver of 2 months on the subscription fees so that you can re-evaluate your needs?
Fred: This way, you will be able to send and receive faxes for 60 more days. There is no contract and you may cancel anytime.

Josh: No.

Fred: As per the records you have ported this number into eFax. I would like to inform you that once the account is cancelled you will not be able to use this number. If you want this number back, you will have to ask your service provider to submit a port request to eFax and once the number is ported out successfully you need to get back to cancel this account.

Josh: Okay.

Fred: Would you like to keep the account active?

Josh: I know you have to go through this silliness, but no. Please just cancel it. End it. Stop it. Kill it. Like the parrot in the Monty Python sketch.

Fred: OK, I will go ahead and cancel your account. Is there anything else, I may assist you with?

Josh: No, thanks, but please do send me a confirmation by email.

Fred: An email has already been sent.

Josh: Thanks for your help.