Category: Design

My Footer Fetish (SFW)

I have a website footer fetish and I’m not afraid to tell the world about it. 

There. I said it. Website footers are just as important (if not more important) as the rest of a brand’s website. They are essentially the go-to map of pertinent information visitors should be able to access quickly, but also an opportunity to provide a final branded experience.

I’ve rounded up several of my favorite footers currently out in the wild to share why they matter. Don’t worry, this is all totally SFW and hopefully provides inspiration for those thinking through their site’s user experience.

Take up some space.

Tall, dark and handsome, this footer for Pioneer Square Labs takes up space unapologetically. I love the large type for important links because who says footers have to have tiny type?

Think inside the box.

Blady Gros Holdings’ footer is minimal as far as information, but delivers maximum impact with design. This is a good reminder that a footer doesn’t always have to be full-width.

Simply delightful. 

Tend‘s footer is a solid example for simplicity. It’s nicely organized with good typography, but also captivates  with a mesmerizing animated bar just above.

Be my friend?

Cute illustrations and a small, but friendly invitation to be friends won me over on Palorama’s footer. What other ways can you engage your audience during this tail end experience?

One more little moment.

Finally, VOTD’s fun icon and message provides one last moment of delight for visitors. If the contact and navigation information can live somewhere else, jump on one more opportunity to send a message about your brand. 

I know I’m not the only one who loves a happy ending to my scrolling. If your website could use some love and attention when it comes to what’s on the bottom, reach out!

B2B branding shouldn’t be spooky*

*Spooky is a-ok if you’re Sam Mazzeo, Co-Founder of B2B firm Better.

Just because your target customers happen to be other businesses doesn’t mean your B2B brand has to suck. Really. We’ll prove it. 

You may not be selling the hottest new tech toy or surfboard that requires a certain level of consumer appeal, but you are selling something extremely important for B2B brands; your reputation. Do you want your reputation to be perceived as cold, boring, (too) serious or (overly) functional? Of course not!

Below are several of our B2B clients that have captured the perfect balance of emotion and professionalism through brand, steering clear of being just another boring (maybe even spooky) business to business brand.

AccessParks contracts with National Parks, RV sites, and campgrounds to deliver broadband internet to the great outdoors. The brand captures the essence of adventure and exploration, the ultimate desire of AccessParks’ end customer.

Cyclopure develops sustainable water purification solutions at the consumer, commercial, and government levels. The brand went from functional and scientific to friendly and relatable in order to ensure its mission ‘to make water safe for everyone, everywhere’ could be quickly understood.

Better is a community-focused law firm that educates and empowers early stage businesses, non-profits, and freelancers. The new B2B brand is unexpectedly fun and engaging for its industry, reminding young businesses that they aren’t alone in their journey to being better then they were yesterday.

BAM is a powerhouse communications agency for tech firms and ensures its brand is as fast moving and forward thinking as the industry itself. Movement, storytelling, and bold visuals push BAM to the forefront of their client’s hearts and minds.

When working with B2C and B2B brands, we always look for the emotional connection that will resonate with our client’s target audiences. Because at the end of the day, everyone is a consumer, whether they’re making a purchase decision for themselves or their business/employer. 

Want to talk about your B2B brand with us? Let’s chat!

Brand Evolution: GIA Wellness

GIA Wellness is here to tell you that hyped wellness trends are exactly that; hype. They focus on the pillars of foundational wellness from hydration to nutrition to skincare. After 12 years of successful growth, GIA was pivoting its marketing strategy to appeal to a broader D2C audience in the rapidly growing health and wellness space. 

A Brand Audit allowed us to identify challenges, opportunities, and areas where we could better align the brand (and this message of foundational health) across GIA communications. The audit revealed that no major overhaul to the brand was needed. Rather, an evolution to the visual identity (especially packaging) and messaging would assist in unifying the already established brand. 

More to share when the new packaging is launched, but in the meantime, check out other elements of the refresh making its way onto GIA’s Instagram

Brand collabs that go together like ice cream x skateboarding

Source: nikesb.com

Collaborations between brands appear to be the new norm. Put that ‘x’ in place (e.g., Honey x Bear) and apparently a legit collaboration is happening and we should take notice. 

Usually these partnerships make sense from a brand personality and values perspective like this Nat Geo x Parks Project apparel line. Both brands will often generate greater cross exposure and can command higher prices (which will either work in your favor or not as the comment on this post below shows).

Source: Instagram

It’s 2020 though, and I think the zany, unexpected collaborations are far more fascinating from a brand and business perspective. I say unexpected because either the collaborating brands exist in completely different ecosystems/industries or have wildly differing emotional connections with their audiences. I say fascinating because the imagination and bravery needed to create these partnerships often require true creative brilliance, hallucinogens, or both. 

I’ve discovered that the brands brave enough to make unexpected collab moves not only get twofold the hype and can command higher prices, but they stick in the memory banks of their fans. And loyal fans, as we know, are a brand’s best friend. Here are several that stick out.

Ben & Jerry’s x Nike Skateboarding

Source: nikesb.com

When I saw the Nike SB x Ben & Jerry’s collaboration for the Skate Low Chunky Dunky shoe, my head almost popped off in excitement…and wonder. How? Why? Realizing this is a total sneaker culture thing (which, admittedly I know very little about), I still wanted to know just how much hype these kicks were getting. 

A limited quantity of the shoes were released back in May, retailing at $120. One look at current resale prices three months later (yes that’s a $2,592 price tag down there) and I don’t need any convincing that the demand (and equity) for the brand is through the roof.

Source: Google Shopping

 

Fireclay Tile x Rose’s Taproom 

California craft tilemakers Fireclay recently collaborated with their client, Rose’s Taproom in Oakland, to release the Emerald Drop, a craft beer inspired by the backsplash tile that serves as the watering hole’s centerpiece. Random, brilliant, and an ingenious way to celebrate the brands’ partnership and commitment to craft + design.

Although the beer was probably produced in limited quantities, it certainly didn’t last long and managed to receive a fair amount of reviews/ratings on beer social platform Untappd. 

Source: Instagram
Source: Untappd

Supreme x Oreo

Streetwear brand Supreme isn’t new to surprising collaborations, but it’s Oreo collab might be the most surprising. And apparently surprising works for Supreme (and Oreo), because the release garnered TONS of hype (over 23k retweets alone from Oreo announcing it). A pack of three cookies commands a mere $40 from one streetwear reseller (they originally retailed for $8 per pack).

Source: Twitter

TLDR;

Whether your brand is about cookies, shoes, beer, or even clay tile, there’s another brand out there willing to collaborate. You might share kindred personalities or you might be in opposite industries altogether. Either way, collaborations bring with them increased exposure and, if it’s wild enough, exponential demand and love from your customers.

We usually don’t think about unexpected collaborations during our client’s Brand Sessions, but maybe we should given the unexpected world we live in today..

Surf Park Management is ready for its next swell

Surf Park Management is rad. No, really. The brand does exactly what their name suggests; managing the many facets of up and running a successful surf park (think feasibility analysis and operational planning). The San Diego-based company tapped the Fins to help refresh their brand identity as they continue to grow and gain exposure. 

A rise in new technology to create perfect waves outside of the ocean is leading to more and more surf parks being planned and built around the world. Nothing compares to a real wave, but these parks are gaining serious traction inland and for the surfing community looking to practice in a safer, consistent environment. 

Surf Park Management (SPM) works with investors and developers, so the refreshed brand needed to say “we’re professionals who also have fun in the sun.” Maybe not that exactly, but a balance of seriousness with shred was a key factor. 

 

There’s more where that came from. Stay tuned for more work we’re doing with SPM. Our branding dreams are literally coming true rn.

Design should be smart

Bringing your brand to life is an opportunity to utilize design as a tool to communicate more effectively instead of just trying to look good.  We love good eye candy when we see it, but not at the expense of losing the message or purpose.

Here are three pointers for sticking to smart design:

Addition by subtraction

Always ask, does that element need to be there? Don’t make your audience work to understand what’s being communicated. Keeping designs clean and focused is kind to your audience.

Catalogue design for Island Stone prioritizes Pinterest-worthy install photography along with color and sizing options.

Design is communication

The point of good design is to communicate! What is the copy really saying? What do you want the audience to feel when they read it? How can we use design to do that quickly? (see point above about keeping designs simple too).

Timely ads for Beach Haven articulate a clear message both visually and verbally.

Uniqueness through concept

What is the concept? How can you show it with visuals? Push past your first, second, and third idea because the first ideas that surface will be techniques you’ve seen before. Breaking out of what’s expected will make your work stand out.

PR firm BAM Communications lives by the idea that “stories move the world, we move stories forward.” By repurposing mockup kits used in the design industry, we created custom conceptual art that marries the lust of success with a sense of tangible results.

Finally, don’t forget to collaborate along the way. Share early and often, and don’t let your ego get in the way. You’ll find that clients are creative too, and want to be part of the process!

Know that design could work smarter for your brand, but don’t know where to begin? Reach out!

Another Virtual Brand Camp Success: Mangrove

No conference room? No problem. 

Many of our clients don’t call San Diego home, thus Zoom meetings and virtual Brand Camps have become second nature to our team. The key is clear communication on expectations, and to be fully present on calls as you would be in person. Slack off, game face, on. 

We felt right at home collaborating with the Mangrove team over the past two weeks, helping uplevel their brand as they continue to grow their remote team of talented web developers and designers along with a roster of conscious-forward clients.

Curious about their name? Mangrove trees are flexible plants that help other organisms thrive. Their incredible root systems span land and water to protect shorelines and nearby creatures. Our new visual identity nods to these facts, celebrating Mangrove’s mission to help good companies do great work while staying adaptable as an organization.  

We’ll share more details and the full identity once they roll out the new brand. In the meantime, Hio is another virtual Brand Camp success worth peeking at.

Destination: Bohavn

Shedding light on our recent brand design work for Bohavn, a micro housing development venture to be located at Powder Mountain in Eden, Utah. The location attracts some of the brightest and most artistic individuals around the world looking to enjoy connection and solace.

Destination branding is always a unique challenge because it requires capturing the essence of a location, often at a place we have yet to visit. 

Luckily, close collaboration with our client, asking the right questions, and some very talented creative chops on our end (it’s ok to pat ourselves on the back here and there) led to a new brand centered around intentionality, practicality, and curiosity. 

We developed a new name, Bohavn, that combines Bo (Swedish for ‘nest’) and Havn (Danish for ‘harbor’), alluding to the development’s Scandinavian design and intended feeling of comfort/coziness.   

The visual identity is a conceptual nod to the surrounding landscape of mountains, sky, and sun. Bohavn will incorporate sustainable design to ensure its footprint honors the environment, and the identity system reflects this. 

Rebranding Island Stone

After 20 years of building a solid reputation in tile and interior design circles, Island Stone was ready to up-level its brand for the next 20 years. 

Island Stone had become synonymous with pebble tile despite offering products spanning glass, timber, and other stone tile lines. In addition, the traditional showroom distribution model for the industry was increasingly evolving to more unique e-commerce models directly targeting consumers.

Due to these factors, Island Stone recognized the need to evolve its perception in the marketplace beyond pebble tile, especially if more consumers would be experiencing the brand. 

Often, the way to up-level and move forward is uncovering where we came from. Our brand strategy and visual identity evolution for Island Stone celebrates its founders’ spirit of adventure and reputation for quality materials. 

By amplifying the emotional traits of Island Stone (vs. functional pebble tile), we helped elevate the company to be a more valuable and experiential lifestyle-bound brand ready to attract both showroom and consumer audiences alike. 

Explore the full case study here.

Visual Identity: The company your logo keeps

There are a lot of ways to define “brand” and, even, to build them. Hopefully this post will help you understand what we mean when we talk about your “visual identity.” We’ll break down why it’s an important element of your brand, and why it’s so important to think big picture about design. 

So, what do we mean by “visual identity”? Is that the same as a “brand” or “logo”? Isn’t “branding” what we focus on at Four Fin? The visual identity is only one part of how we define and approach branding. Let’s start there first. 

Branding

We believe a brand should inform everything, beginning with the brand strategy and rippling out through core elements and experiences.

So, in that sense, the brand is the heart of the company– full of passion, driven by emotion, tested by values, and relentlessly in search of authentic connections. Any action your company takes, policy it initiates, conversation it has with consumers – should all come from the core brand, working in unison to move the brand from something unseen below the rib-cage, to something worn proudly on your company’s sleeve. 

Once you understand that the brand is the core that informs everything, you also understand how the visual identity cannot be created without uncovering it. The ‘visual identity’ is simply the visual representation and communication of the brand to the world.

“Oh, so by visual identity you mean the logo right?” Yes, and… 

Logo

The logo is one part of a cohesive visual identity, and we’d argue, not the most important part. 

Take your favorite brand. Go to their website, and cover the logo with your hand. Is it still the visual identity you know and love? Does it still give you the feelings of the brand it should?  Now, go find a company you’ve never heard of, and look ONLY at their logo. You get very little from it. Partly because you don’t know them at all. That’s the point. 

“Brand building” is the act of communicating, servicing, interacting, listening, and forming a relationship with your audience. So, the logo only serves to help you identify the brand you’ve already grown to know and love (or hate).

Visual Identity

A visual identity however, is where the magic happens and a keystone of your brand’s core elements (cue back to rad chart above). We thrive on developing them and really appreciate a job well done by the masters. (#redantler comes to mind). 

Below is a list of assets and elements that can be curated and created to form the visual identity for a brand. When done right, they come together to form the perfect harmony – like longboards and summertime. 

  • Logo and Logo set (yes, more than one)
  • Typography (Fonts)
  • Color palettes
  • Images
  • Textures
  • Illustrations
  • Animations
  • Patterns
  • Simple shapes

The AccessParks visual identity combines bold fonts, dark colors, and inspiring photography.

Once established, your visual identity allows for the brand’s core experiences  (website, social post, ad, collateral, etc.) to take shape, consistently. We already know that when these experiences are well designed with a clear message, they have more potential to grab the attention of your audience. The kicker, is that when these experiences are also consistently designed with your brand’s unique visual identity tool set, they strengthen recognition of the brand. 

Visual identity elements improve effectiveness of any visual communication, and act as brand identifiers, all at once.

So bad-ass, right?

Our point: nail down some guidelines for your brand’s visual identity (beyond selecting fonts and colors) so that your visual communications also become brand identifiers as much, if not more, than the logo is.

tl;dr

Your brand is the heart of your company. It’s formed by building relationships through actions, decisions, initiatives and communications. Your visual identity is how you consistently design your communications. Creating your visual identity starts by defining the visual assets and rules to help you stay consistent: think fonts, colors, images, logos and sub-marks. Then following those rules over and over to create an identity that has recall and brand recognition.