Recent Work: SmartStand™ Retail Display System

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The newly designed SmartStand corporate mark.

EYMER BRAND Laboratories + Think Tank, recently completed a strategic marketing and visual brand building project for in-store display solutions provider, Kokley.

In addition to a new corporate mark, EYMER, copywriter Jim Montgomery (Montgomery Communications) and Jeff Hoffman (Squash House Media)–teamed up to produce a product video for use at a recent retail industry trade show, where the SmartStand was introduced to some of the world’s leading retailers. 

Work is now underway on print collateral as well as online promotional campaigns. – Doug.

Flexible Corporate ID System Designed for Decorating Duo

EYMER BRAND Laboratories + Think Tank, recently completed a corporate identity project for Boston-area interior designers, K+S Design. 

Business card, front + back.

The K+S "base mark" is a circle emblazoned with the initials 'K' and 'S' (referring to business partners, Kathleen Thomson and Suzanne Rubenstein). 

To visually demonstrate the breadth of their expertise–spanning from classical to modern–the two letterforms are rendered in a formal serif typeface, while the '+' is depicted as a more modern sans serif typeface.

To emphasize the teams abilities to work in a variety of different materials — the base logo that can be easily adapted, through time, to many different treatments.

To better demonstrate this principle, the graphic above shows the gray base logo (left-hand corner). 

Beneath, are variations shown in many different materials:

• green patterned wallpaper
• blue fabric
• funky dog and fish fabric (a K+S favorite)
• simple orange fabric
• dark wood
• stressed metal
• concrete

and finally…

• duct tape
• Jell-O mold, complete with imbedded orange slices

Trust us.
Any corporate identity that can stand up to duct tape and Jell-O–will surely stand up to the test of time. — Doug.

The Greatest Corporate Slogan–Ever!

Through the years, I have subconsciously archived a plethora of slogans and tag-lines–in a far corner of my cranial gray matter–that allows immediate access instantaneous retrieval. 

A gift, or a curse? You be the judge.

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"Plop, plop, fizz, fizz, oh what a relief it is"

"Two all-beef patties, special sauce, lettuce, cheese, pickles, onions–on a sesame seed bun"

"When you're out of Schlitz, you're out of beer"

"Us Tareyton smokers would rather fight than switch!"

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Like a meandering creek, the mental list rambles–endlessly onward.

However, there is one tagline that I feel is:

“The Greatest Slogan Ever Invented”

Seymour Merinsky a.k.a. "Sy Syms"

This tagline masterpiece, was created in the mid-1970s by Seymour Merinsky, a former sports broadcaster, turned–off-price, Secaucus (NJ) clothing store retailer/liquidator.

Better known as the legendary Sy Syms, Mr. Merinsky offered a broad range of first quality, in-season, designer brands–at discounted prices.

And his winning tagline is (virtual drumroll an opening of sealed envelope):

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"An Educated Consumer is Our Best Customer."

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Yikes! Light dawns on Marblehead!

There is so much incredible truth in this statement–especially if you are running a business where time is of the essence. 

Rookie clients (like puppies & kittens) are wonderful but…

During the project planning/budgeting process, extra time must be included for necessary training sessions and unanticipated teaching moments.

Historically speaking, Sy’s brilliant slogan lives on–despite the fact that his Sym’s brand went belly-up shortly after his death in 2009. 

Please let me propose that this tagline (the greatest one ever) transcends the SYMS, single business entity and reverberates within a much broader universe. – Doug.

The Quip’s Loss was the Mac’s Gain

Amongst my community of graphic design nerds, there is a great deal of discussion regarding the 30th anniversary of the Macintosh computer. As you might expect from the geniuses at Apple Computer, their current website has a world-class presentation–that provides people like me–with a reminiscent stroll down gigabyte lane.

In addition to a video and a timeline illustrating the beige box’s first thirty years, the viewer cannot help but think longingly back to their first Mac experience.

Joe & Ellie Selame of Selame Design Associates, Newton Lower Falls, MA

In 1984, I was fresh out of college and working for Selame Design Associates–in Newton Lower Falls Massachusetts (where the Mac’s birth was unnoticed). 

For typography, when we weren't using rubdown type (yes, rubdown type) to create corporate marks for national brands (Amoco, Kodak, Pinkerton, and Goodwill) we were sending out type orders (‘marked-up’ paper manuscripts) to neighborhood typesetting houses.

It was in 1985, that one of the more cutting-edge typesetting firms (Serif & Sans, Newton Massachusetts), introduced as to Quip technology. A Quip machine was the precursor to the (recently outdated) fax machine. 

Quip Machine

To “quip,” you would carefully wrap your single-page, letter-size manuscript around a roller (drum). A Quip machine at the typehouse was dialed through a standard telephone line, and once connected, a crudely rendered copy of your original manuscript was received, approximately 20 minutes later. Of course, before any typesetting could be accomplished, the manuscript need to be rekeyed on the other end.

The McCormack & Dodge days.

I got my first peek at a Macintosh in 1986, while a senior designer at McCormack & Dodge, a subsidiary of Dun & Bradstreet Corporation. The new machine resided in the office of creative group leader, Sam Savage. In addition to fulfilling the role of hi-tech eye candy, I am not sure what the machine was actually used for.

I do know that in off-hours, Sam would engage in a word-based fantasy games. There were no graphics, only text. 

You would type in commands such as:

“walk forward three steps”

The computer would confirm the action and document its move.

“walk to the right, six steps”

“draw your sword…

Sounds like fun, right? Well, it was all new. And oh, so exciting!

Following a couple of years at McCormack & Dodge, I left the corporate world (with a surly band of marketing renegades) and joined the newly created high-tech public relations and marketing firm, McGlinchey & Paul Associates, where I became the design director.

When asked what type of computer I preferred, of course I requested a Macintosh (a Mac Plus with 40 MB external hard drive, was the current offering).

Please understand, that since everyone else in the firm was a writer and required little computer horsepower, they were provided with IBM PC ‘clone’ workstations–which cost about half as much as my fancy-pants Macintosh. 

It was when I asked for a larger monitor (black & white vertical, one-page), that I first received my prima donna reputation. As cute and friendly as the early Macs were, the screens were only slightly bigger than a scuba mask. You could basically design about a quarter of a page at a time. Talk about scrolling! 

Since then, I have many Macintoshes to my name–each one getting significantly better. There were a few times during these first thirty years that Mac’s days appeared to be numbered. 

A graphic designer and a PC?
Gulp.
No way!

Fortunately, Uncle Steve returned to the helm and righted the listing ship! 

Happy birthday MacIntosh!
Thank you!
I wish you many more.

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One disturbing note concerning the Macintosh timeline.

Where have all of the graphic designers gone?

According to Apple’s Macintosh ‘use graphic,’ the graphic design profession appears to be shrinking. Perhaps, others have adopted my newly coined title, Business Communications Architect. – Doug.

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Every Parent's Worst Nightmare: My high school senior wants to become a creative professional.

Amongst my 2014 business resolutions, I am committed to taking a more wholehearted approach to BLOGGING.

Up until this point, I have found the process to be a bit of a schizophrenic experience. One part of my brain makes up questions in hopes that another part will chime in with either a solution or something equally or even more thought-provoking idea. Many times, my ADD is tweaked, shifting my focus to a new app, image, or snarky Facebook response–that suddenly pops up on my monitor.

Face it, today’s brave new marketing world is evolving to quickly to allow the necessary rules of engagement, to be properly defined and implemented. 

Contrast the social media world of today with the printing industry and how it developed, over many, many, years–Gutenberg to Franklin to digital printing. Even television’s 20 or 30 year development period, pales in comparison.

So my audience of business-minded professionals, please allow me to act as moderator/catalyst (as opposed to author/lecturer), and lets get the dialog started.

Here is my (3 part) question:

If your high school senior was interested in a creativity-based marketing career:

1. Would you encourage or discourage them?
2. From a college standpoint, where would you suggest that they apply? 
3. In addition to a college education, what other experiences do you feel would help bolster their career?

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BRIBE: 
For every comment that received, we will send you a much-coveted EYMER promotional piece.

EYMER Mailers: Supplies are dwindling! Don't miss out!

We are currently busy, finishing up the mailing of our annual promotional piece. There are still only a handful left–and we would love to whisk one your way.

If you should wish to receive a thoughtfully packaged bundle of EYMER BRAND Laboratories + Think Tank propaganda–please send us:

YOUR NAME | ADDRESS | eMAIL ADDRESS

Within hours, a uniformed United States Postal worker will hand-deliver this package to your predetermined destination.

Oh!–and even better!

From time to time, you will receive thought-provoking news and information from our laboratories and think tank. Win! Win! Can life actually get much better?

Happy 2014!

The Good Sport: Local Retail Hero

For the past few years, EYMER BRAND Laboratories + Think Tank, has had the pleasure of working with Cohasset sporting goods retailer–THE GOOD SPORT.

Now in its 36th year, the brick and mortar retailer, offers a wide variety of sports-related products from brands such as NIKE, Adidas, Saucony, Brine, Maverik and many others. Owner, Austin Lyne, and his staff of local high schoolers, offer the customer service that is obviously missing from many of the BIG BOX sporting goods retailers.

Talk to any parent (in our Boston south shore community) about the first day of soccer practice and how THE GOOD SPORT saved the day with their inventory of cleats and shin guards.

"I didn't realize that Suzie's feet had grown 6 inches over the winter."

"I knew that Buster had a thing for shoes–but never recognized his insatiable appetite for soccer shoes!" 

Unlike the sports mega-store, THE GOOD SPORT actually measures your child's foot–and provides a shoe that will meet peer approval–and not drain Mom or Dad's wallet.

So what do we do?

In addition to managing the store's website, EYMER also maintains the social media network and e-mail marketing efforts.

With new marketing tools appearing almost daily, there is always some form of experimentation happening behind the scenes. For the near future, EYMER and THE GOOD SPORT will be working with FACEBOOK–as we continue push the local brand in the right marketing direction!

How is your local business marketing itself?

We would love to hear how your local business is. How are you bringing customers in the door?

when you think marketing strategy, THINK GOODWIN.

Kathleen Goodwin, of THINK GOODWIN. 

EYMER BRAND Laboratories + Think Tank, recently designed a corporate identity for THINK GOODWIN, a marketing strategy company, recently launched by good friend and fellow collaborator, Kathleen Goodwin.

Please don't go scampering off to the THINK GOODWIN website as of yet. Paying work has suddenly gotten in the way of the company's promotion efforts–but keep your eyes peeled–the site will be coming to your favorite browser, very soon.