Brand New 2

Brand New 2

What is a “brand“?  I added a link to the term, because I think Wikipedia describes the concept better than I can, at least at this stage.  One of the salient words used in the definition is “identity”.  Specifically: “A brand is the identity of a specific product,  service,  or business.” My colleague  Elka Eastly Vera,  transformative coach and brand consultant, defines it such: “A brand is like soul DNA. It’s what people recognize you for. It’s where the “you of you” meets the world. It’s the essence of your business. “

Jim Moran, founder and manager of Co-Op, a NYC-based branding firm, says, “Brand is really the DNA that defines your company. Branding is about storytelling.  it’s about bringing the DNA to life and creating perceptions.”

When Frank Mahnke, of the International Association of Colour Consultants/Designers says that color is a form of communication and information, he is talking the language of branding.  How do colors, patterns, textures, shapes, forms and images create  ‘soul DNA’, and story?

It took me awhile to realize how much like graphic design and marketing decorative painting could be.  When I worked with the talented graphic designer Dianna Jacobsen, of Jacobsen Design, on the creation of my website, business cards, brochure, and postcard, I went through an in-depth process of determining how I wanted to beam my business, my work, my self, out into the world.

“It’s not just about making things beautiful, but creating an experience for people.” says Dianna, about bringing the “brand” into physical spaces.

When I found myself working with clients ranging from businesses and  organizations to  non-profits and institutions, I discovered that I was helping them do just that through visual, and often verbal elements as well.

Let’s take a look at a few of them who employed the painter’s brush as a tool for communicating their message.

921 Front Street is a historic building dating from 1859, located in the North Waterfront area of San Francisco. Originally a warehouse, it is now a commercial building providing office space. The signage in the lobby is based on the building’s logo, so there is an immediate tie-in to the brand.  The metallic copper and steely silver colors used in the lettering reflect the natural and industrial materials used in the lobby.

Maitri Compassionate Care provides exemplary, innovative, and compassionate hospice care. The Maitri Mover Campaign Donor Recognition Arch above was designed to honor the donors who participated in the capital campaign supporting its present facility. Names of donors are hand-painted onto the glazed surface of the industrial arch which supports the one-time parking garage.  Like 921 Front Street,  the lettering is done in metallic paints to draw the eye to the words, and make them stand out from the background.  Whether said background be black or white, and the words words sparse or abundant, all visual and verbal elements support the branding.

“On the Fly” is a specialty men’s store designed by  Martinkovic Milford Architects.  The broken stripe design suggests stitching, as well as the classic men’s pin-striped suit sold inside. The stripe patten reflects the visual branding image used in the brand’s marketing materials. The “hands on” stripe application both communicates and enhances the store’s established visual message, and is “tailor-made” for the venue!

Also communicating directly out onto the “street”, but in a whole other way, the mural above depicts an imagined “Land of Oshun”, where a host of interacting Oshun figures express the colors, symbols, and attributes of this beneficent and inspirational goddess figure. Oshun Center, a drop-in center for women and their families, is a program of the Haight Ashbury Free Clinics.   “Oshun“ is the name of an “Orisha” or goddess in the Yoruban (an ethno-linguistic group of West Africa), Brazilian, and Cuban religious pantheons.  Oshun’s color is yellow, and her metals are gold and copper. Other symbols depicted in the mural include peacocks and mirrors, reflective of vanity and physical beauty.  Oshun represents life’s joys, and all that makes it worth living, and this is the “soul DNA”, message, story,  brand, of Oshun Center, supported in turn, by the visual language of the mural.

When we think about how everything we see, indeed everything we experience through any of our senses, transmits something, carries and provides associations, and potentially stirs our emotions, we can see just how powerful visual and verbal elements can be in telling the story of our soul, and communicating the soul of our story.

How have You communicated the essence of your own work or business, or that of another,  through the elements of color, pattern, texture and imagery?  What about words, text, or as the brand editor Abby Kerr would say, “phraseologie”?

Please share about the richness of your experience with us here.  We love to hear from You.

Remember, we  are all branding through this thing called Life, together.

Featured Work: A Niche Greater then the Sum of its Parts

Featured Work: A Niche Greater then the Sum of its Parts

The Free Merriam-Webster Dictionary defines “niche” as:

• a recess in a wall especially for a statue b: something (as a sheltered or private space) that resembles a recess in a wall
• a place, employment, status, or activity for which a person or thing is best fitted
• a habitat supplying the factors necessary for the existence of an organism or species
• the ecological role of an organism in a community especially in regard to food consumption
• a specialized market

What is the connective tissue between the various definitions above? It seems to me that the term “niche” indicates a unique space specific to an individual, species or thing.

Those of us in the fields of decorative painting, carpentry, wood working, design, architecture and building most likely have designed, created, built, painted or adorned a niche or two at one point or another.

Those of us in our own businesses, entrepreneurs, solopreneurs, creative-preneurs, creators, and those of us training, schooling, learning, job-searching,  job creating , or job holding,  have at least one thing in common: we want, need, or are compelled to “find our niche“, our “place” in our respective fields, professions, markets, companies, schools, programs, jobs, or careers. We are moved to find that  elusive (and sometimes colorful!)  unique space which seems to defines us authentically,  in our worlds of work, family, society, and community.

Abby Kerr, copywriter,  blogger, niche marketer, and owner of Abby Kerr Ink says of her work: “It’s about nichifying your offerings to meet your right people right where they are.” .  Within the “niche” business model, the proposition of uniqueness in gifts, talents, voice, sensibilities, skills, and offerings would seem to be a given.

So it is with Clients, who wish to express themselves by making something even more unique of their architectural niche space, at home.

Beloved Clients of mine purchased a “dream” retirement home…well, a house they planned to transform with color, design, furnishings, and decorative painting INTO their dream home, with the skilled assistance of various vendors.

Their realtor suggested a mural application for the hitherto unadorned wine bar niche, and the game was on!

Niche before "niche-y" adornment

My Clients had spent decades living in Southern California, and were enchanted by the Sonoma Wine Country in which their new house was situated.  They were  thrilled about making the Wine Country a theme in their new home.

We chatted about vineyard scenes, and determined we didn’t want a “prototypical” one.  We looked at photos, colors, applications and mock-ups.  We determined that a softly rendered scene of lines of vines gently receding to meet misty hills under a golden sky would be best.  I applied the mural with semi-transparent washes of glaze, as opposed to opaque paints, (an unusual approach) to the back wall of the niche, and glazed its side walls and ceiling in layers of red wine-y colors.  Involved with the whole process from start to finish, my Clients were delighted with the outcome. which reflected THEM, and the unique place they were at in their lives, right at that moment.

"Niche-y" adornment reflects Them

The entire wall into which the “niche-y” Wine Bar niche was placed was treated in concert with its “niche-y” focal point, the Vineyard mural.  The walls were painted a strong red, mitigated by an application of three deeper  red “wine-y” hued glazes applied simultaneously.  An original “adage” penned by the Clients was lettered in “grapey” purple, and sparkling metallic colors.  The built-in cabinetry and bottle storage were base painted and wood grained (treated with “faux bois”) in tones of “sweet rosy brown” , which worked beautifully with the bar’s countertop.

The Niche is part of the Whole

My Clients were pleased with a result which reflected Them, and their unique take on where they felt themselves to be, right at that moment.  The process of developing a “niche-y” design of artful applications in their Wine Bar niche, and throughout their new home during a time of transition helped them through that transition, and eased their way into a new phase of life. You might say that they “niched” their new home to reflect the people they had become, and created a “niche” of the entire house which would  support them in their adaptation to retirement, containing and expressing both the effects of their “old” life, and expressing their excitement about the new.

In this way, “nich-ing” can not only become an expression of our deepest selves, our uniqueness, offerings and worth, it can also help us to embrace our lives and experiences as they are now, and move more confidently, and happily, into the future.

When have you used your art or craft to create or enhance a niche, for yourself, or for others?  What was the quality of the process and its outcome?  If you feel so inspired, please share your unique, “niche-y” experience with us. We love to hear from you. Remember, we are all  in this thing called Life, together.