Studio Absolute Moves to Tumalo, OR

April 1 marks the first day in our new Tumalo studio. For the next few weeks, we are working hard to turn our freshly built-out space into a work of art that reflects the progressive brand of our firm.

Tumalo, for those of you unfamiliar with the area, is a little gem on the outskirts of Bend, Oregon. The Deschutes River is only about a block away from the studio! We appreciate that we’re close enough to Bend to be accessible, but far enough out that it feels like we’re on a creative retreat. We're also excited to share the same building as Bellatazza Coffee and world renown photographer, Kevin Kubota of Kubota Photography.

On May 13^th, from 4:30-6:30 we are celebrating the move by hosting an AD Fed Mixer/open house at the new location. The studio is located at 19855 4^th Street. The mixer is being sponsored by Volcano Vineyards and is open to the public. An RSVP is greatly appreciated.

April is going to be a big month for us! We're also preparing to launch the new Studio Absolute website in April coinciding with the move. The new studio space has a fresh, urbane style that we wanted to communicate through every touch point of our brand. From our physical location to logo, print marketing material, or website–each interaction with our brand should be telling the same story. The new website will be an extension of our brand and will deliver the same user-friendly experience our clients enjoy about working with us.

For more information about Studio Absolute or the upcoming AD-Fed Mixer, please contact Cheryl McIntosh at 541-280-0086 or cheryl@studioabsolute.com.

Cheers!

Press Release - Lenity Group Rebrand

A NEW NAME, AND A FRESH APPROACH TO SENIOR HOUSING PLANNING AND DESIGN

Lenity Group Brings a Fresh Approach to Senior Housing Planning & Design

2010 Marked a new beginning for Lenity Group, a Salem-based senior-housing planning and design firm. Principals, Kristin Newland, Marcus Hite, and Dan Roach, AIA took the helm after Cliff Curry, a long-time Salem and Bend resident, retired in December from his role as President of Curry Architecture.

Curry founded Curry Architecture nearly 30 years ago. Together with partners such as Holiday Retirement and Colson & Colson General Contractor, Inc., Curry and his team built a legacy in the senior living industry launching over 350 successful senior housing facilities during his career.

Lenity Group provides a simplified approach to senior housing development by offering planning, design, architecture, engineering and construction services under one roof. The firm employs 15 staff including architects, a professional engineer, draftspersons, land use and permit specialists, a senior title officer, construction administrators, and support staff.

Lenity Group provides a simplified approach to senior housing development by offering planning, architecture, design, and construction services under one roof. The firm currently employs 15 staff including architects, a professional engineer, draftspersons, land use and permit specialists, a senior title officer, construction administrators, and support staff. They also partner with the Tumalo-based branding and graphic design firm, Studio Absolute, to establish a competitive and unique brand for each new senior living facility. Seeing to these details sets Lenity Group apart as full service planning and design firm.

“The skill set, experience, and longevity of our team in the senior living industry allows us to move through the details with agility. From initial negations through construction, the process is completely streamlined. Our 30-year industry partnerships make it possible to offer comprehensive services with very competitive pricing for our clients.” Kristin Newland, Principal

Lenity Group partnered with the Bend-based branding and graphic design firm, Studio Absolute, to launch their new name, brand identity, and website. You can visit the new Lenity Group website at www.lenitygroup.com, or contact Kristin Newland at Kristin@lenitygroup.com or 503-399-1090 for more information.

The Art of Contemplation

As a design firm, we make a point to be aware of cultural and artistic trends so that our work is timely, relevant, and speaks to the correct audience. Through the continual refinement of our processes, we’ve found that there are also several art forms you can only learn through the act of quiet observation. The most profitable of these quiet arts is that of contemplation.

The kind of contemplation I’m talking about usually manifests itself on the phone and in face-to-face conversation. It’s often referred to as an “awkward silence” when it isn’t deliberate and strategic. Learning how to effectively leverage this silence is a powerful tool in gaining valuable information from the person you are engaging with.

We typically survey our clients’ customers and a sampling of staff members before beginning a new branding project to learn the common thread of the brand from different perspectives. The phone calls are with people we’ve often never met in person, and they are sometimes nervous about giving wrong answers, saying too much – or not enough. One-word answers are a common obstacle, but can be overcome through deliberate contemplation. It goes something like this:

Studio Absolute: “What do you think XYZ Company could do to improve on their customer service?”

Client: “Nothing. We’ve always received great service from XYZ.”

Studio Absolute: Insert quiet pause.

Client: “Well, don’t get me wrong – their service is fantastic and we love their product. I guess the only thing we’d change is their awful hold music. I know it’s a petty thing, but I have to call over there a couple times a day and listen to it.”

The quiet pause accomplished two things. The client, feeling pressure to fill what they perceived as an awkward silence, opened up and began to let their guard down. This small hole in the dam opened the way to a more meaningful overall conversation. The client’s answer also addressed a point we may not have touched on had we rushed to the next question. As a result of our quiet contemplation of her initial answer, she offered up information that was equally valuable in assessing the brand’s touchpoints.

The same rule applies in face-to-face conversation. I recently observed a start-up entrepreneur deliver an impassioned pitch to a would-be investor without first listening for queues on how to customize his presentation. An opportunity was missed as this influential investor’s eyes glazed over to a rush of information that didn’t apply to his unique interests. Had the entrepreneur asked questions first, actively listened to the answers, and inserted quiet pauses where necessary, the conversation could have easily had a vastly different end result.

There is a saying that you can’t learn anything by talking. Taking this a step further through active contemplation and the deliberate sprinkling of pauses, the inevitable result is an opening-up to greater opportunities.

The Kilns College Website

We are excited to announce the launch of the Kilns College School of Theology & Mission website! www.kilnscollege.org

The vision of Kilns College is an innovative school model that marries a classic educational approach with a missions and social justice focus. The school attracts Christian college students from around the nation who are passionate and committed to changing the world.

In designing the website, we first took into consideration what the communication goals were for the intended audience. The audience in this case is two-fold: Primarily, students and donors. The design challenge this presented was to create a website that appealed to these demographics equally, and in a visual language they could relate to.

By marrying beautiful, clean type with high-end photography and some elements of Flash programming, the site communicates both relevancy and professionalism. Although many students of the college are in the 20-30 yr range, the site was designed with a timeless sensibility. The design gives credit to this age group for being discerning in their choice of education and how they spend their time & money.

Design: Studio Absolute

Development: Smart Solutions

Mission photography:

Benjamin Edwards

www.benjaminimages.com

Thanks, everyone for bringing this site to life!

Perpetual Recess

True to form, I am updating our blog only after a major life event. If you know me very well, you know I'm a subscriber and loyal follower of Seth Godin, a.k.a. Marketing Pure Genius. Every morning I can count on waking up to his daily blog post which typically arrives somewhere between 3-5:00 AM. It's valuable. It's consistent. And it's something I look forward to almost as much as that first cup of coffee. THIS is the kind of blogger I want to grow up to be. One day... one day.

In the meantime, you are reading this because Russ (my partner and best friend) and I were married on May 16th and this is our first week back on the job after our honeymoon. The last several weeks have been a delightful chaos, but we are finally settling into some form of normalcy - although, I won't kid myself that it's a permanent state.

One of the questions I've been asked a lot lately is: What is it like to work with your spouse?

Our studio is in downtown Redmond in the Glacier Place complex. It's a little over 300 square feet, and Russ and I are planted squarely in the center of it - our desks butting up against each other so that I can see his dark, curly hair just above his monitor. I'm too short for him to see much of me. There's a little of both of us reflected in this space - his love for Swiss design, and mine for all things funky and vintage. He pretends not to like the weird stuff I drag home from antique stores, but I noticed he didn't hesitate to hang my 4x6 old metal signage on our studio wall.

Because Russ and I have been in the design field for so long, working side by side has been a mere extension of our relationship. Back when we worked with competing firms, we knew each other's clients, the ups and downs of the industry, and the deeply personal way that design impacted our lives. It's always been easy to relate.

We try and limit the stress we take home, and for the first time since I've known him, Russ now leaves his laptop at work. Our kids no longer complain that we spend too much time on the computer - which is exactly why we decided to go out on our own in the first place. We've been fortunate that our clients are also people we adore as individuals, so the lines between work and home are blurry sometimes. That said, we wouldn't have it any other way.

So far, there hasn't been any such thing as a typical day at work. The only constants have been coffee, laughter, and Russ' occasional "I didn't understand a word you just said."

What's it like to work with your spouse? It's like being in 4th grade again and going out to the playground to find your best friend waiting for you by the swings. Who would have thought some day I would get paid to do what I love with the person I love the most in the world?

It's Friday afternoon and Russ and I are sitting here in the new studio updating our website. After a week of corporate naming, design meetings, and public presentations - not to mention hyper-speed wedding planning - the desire to be creative is wrestling with a greater desire to get out and enjoy the emerging sun and start the weekend.

That said, I thought I'd give the blog a little bit of love in hopes that it would warm up my typing fingers and inspire me to draft some clever new copy explaining the who, what, and why of Studio Absolute.

The move back into entrepreneurship has been paved with serendipitous meetings and fast friendships with truly wonderful people. Russ and I are planners by nature, but by allowing our clients to shape the business model as we go along, we are building a design & marketing firm that is flexible, agile, and approachable - characteristics you wouldn't necessarily expect from a traditional advertising agency.

Recently Seth Godin (my idol for all things marketing related) asked the question: What could you do differently with your business that would be so remarkable, so unique, that people would literally stand in line to work with you? I think the first step in discovering that answer is to look for the pain points in the industry - what does your competition do that you could run circles around? Not just improve on - but completely blow out of the water!

I was thinking about that McDonald's commercial that shows the two designer-types with their trendy glasses and metrosexual shirts sipping lattes in an upscale coffee shop. One of them mentions McDonald's now serves (supposedly the coffee shop equivalent, but let me tell you - they are disgusting) lattes, but minus the stereotypical attitude. It's a revelation! You can enjoy a fancy mocha - prepared by a real barista - even if you're not wearing designer jeans!

In terms of what makes Studio Absolute worth standing in line for - we demonstrate from start to finish that every project is an opportunity to build a long term relationship with a real person. We feel blessed that all of our clients thus far have made that an easy task simply being likable individuals! When they come to our studio for the first time, they'll meet two normal people that are genuinely excited to hear about their new product, service, or company name that requires a bright and shiny presence in the world.

Well, that felt good. Now back to the website where I've got to sum that up cleverly and in a tiny fraction of my manifesto here!

Branding In a Down Economy

Well, it's official. In case anyone was wondering, the government has declared that we are now in a recession. Who knew?

In light of that cheery announcement, I have some good news for people willing to invest in their business when everyone else is holding back out of fear. I ran across this great article on branding and marketing in a down economy and wanted to share it with you... I'd love to hear your thoughts if you have seen these principals in action.

How to Market Effectively in a Down Economy
By Henry Russell Bruce

Marketing in a Down Economy. Marketers begin to fear for their budgets when whispers of a recession arise. Since World War II, the United States has weathered 11 recessions. Veteran marketers have experienced economic slowdowns before and they know how to deal with them. Marketing professionals need to look at both the long and short term solutions and opportunities to marketing in a down economy.

Be aggressive. Marketing budgets will be slashed. Advertising Age states that in the most recent recession, the first three quarters of 2001, the advertising industry suffered its deepest budget cutbacks in 75 years. It is important to know that if an organization continues to proactively market in this environment, it can gain leverage. Research conducted at Pennsylvania State and University of Texas at Austin reveals that organizations entering a recession with a pre-established strategic emphasis on marketing can come out of a recession ahead of the game. The marketers who perceive the recession as an opportunity can capitalize on it quickly. A recession creates a unique environment that makes aggressive marketing even more successful. There will be less “clutter” in the short term for marketers to compete with. Less proactive organizations will slash their budgets and the number of marketing efforts will decrease. Consumers will be easier to reach. Also, media outlets will be more willing to make deals, such as decreased rates, increased placements, better placements and even category exclusivity.

A down economy is a great opportunity for brand strengthening. Proactive marketing sends a message to customers that the organization is confident in its staying power during hard times. The credibility that public relations efforts offer is perfectly suited to slowing economic times. Public relations is a less expensive marketing tool that also maintains relationships and keeps the organization’s name in front of its audiences. This sort of marketing may also act as a buffer against declining sales and increase market share by stealing customers away from those with slashed budgets.

Stay ahead of the game. The “invisible hand” will reassert economic balance in the long term. As the economy upswings, organizations will start actively marketing again. But the organizations that continued to proactively market during economic downturns will have a competitive advantage over those that are playing catch-up.

“Advertisers that continue to advertise during slow times will come out better and faster when the economy picks up,” said Wall Snyder, President and CEO of American Advertising Federation during his visit to Cedar Rapids, Iowa, in January 2008. This approach is tried and true. Marketing News reported that in 2001, companies that maintained or increased their marketing efforts managed to boost their market share and outperform those organizations with decreased marketing by almost 250 percent. Organizations that aggressively marketed increased their market share by 1.5 percent, and the organizations that managed to survive the recession and decreased their marketing budget only gained 0.2 percent.

Go into a slowing economy prepared with a plan tailored to the new environment. The researchers at Pennsylvania State and University of Texas at Austin found that an organization’s interpretation of a recession as an opportunity was a predictor of success. Also be prepared to set, defend and actively reach ROI goals. Organizations will weigh every penny against results. BtoB Magazine recommends increasing the use of Internet tools because of the inherent measurement qualities for ROI.

Listen to your customers. During an economic slowdown, organizations cannot afford to lose current customers. It is much more expensive to gain than to retain, which is why it is so critical to focus on current customers. Turn current customers into loyal brand advocates by focusing on their needs. Use marketing tools to assert confidence in the brand in a way that will resonate with the customer. Ad Age recommends, “Understand the recession and its impact on your consumer, and act quickly.”

Consumer habits change as the economy takes a nosedive. For example, they will spend less on personal items and discretionary purchases. But they are willing to spend more on brands that they value and trust. Use limited dollars more effectively to develop a stronger brand relationship with customers. Jupiter Research noted that most marketers still struggle to create messages that appeal to customers. Monitor customer activity to learn what resonates. Customer-focused research can provide insights into customer behavior, as well as potential opportunities.

Focus on interactive marketing tools. In the short and long term, social and interactive marketing tools deliver numerous benefits. Interactive marketing is less expensive and often more effective than traditional marketing outlets for reaching target audiences. Use these tools as a personal touch-point to strengthen brand confidence.

Forrester Research found that even if a recession occurs in the next six months, 26 percent of interactive marketers plan to increase their interactive marketing investments and 46 percent will maintain them at current levels. Also, more than 40 percent will increase their use of social networking tools such as blogs,
user-generated content and e-mails. Research also showed that using these tools can boost revenues nearly four times. If an organization is not utilizing these tools, then now is the time to learn. Marketing professionals are entering the age of Web 2.0 and consumer habits are changing.

Interactive marketing tools also allow measurable results that show ROI, the first line of defense against budget cutbacks. The tracking and analysis capabilities also reveal data about consumers that can be used to target and communicate with them more effectively. Ad Age reports that most marketing budgets are not yet being reduced. Maintain your budget by understanding the impact of a slowing economy and applying adaptive marketing methods. And stay positive, because in the end it will pay off to be a proactive marketer.

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