MortarBlog

We Will Fight Them On The Beaches!

So maybe you've heard about this War On Christmas thing. As for us, we remain neutral, like Switzerland. But there is an up with which we will not put. Brand standards, people. Look, we don't care if you fill Santa with cheap vodka or pit him against Jesus in a no-holds-barred cage match.

Leaving less than 1/4" of clear space around the logo pisses Santa off, boys and girls.

But we do care if you don't maintain the Jolly Fat Man's brand standards. Which is why we're damn glad the fine folks at QuietroomUK have produced The Definitive Brand Guide To *Santa.*

Download it, learn it, live it.

And if you're thinking about deviating from the brand nostalgia, remember, he sees you when you're sleeping.

Everything’s coming up noses for Intersect ENT

Surgery blows—especially when your schnoz is involved. But with the FDA’s recent approval of their new product Propel™, our client Intersect ENT is poised to revolutionize chronic sinusitis treatment for good. 

Unlike anything in its category, Propel is a spring-like device made of a flexible, lightweight plastic polymer. This innovative design serves to gently prop open the sinuses after endoscopic surgery. The device also delivers an anti-inflammatory corticosteroid directly to the sinus lining, which keeps patients’ noses from flaring up like a bull seeing red. The result? Improved post-surgical outcomes, and reduced need for oral steroids that can have nasty side effects. It’s genius, really.

Inspired by Propel’s iconic design, Mortar created a distinctive logo to establish the brand identity for our client’s inaugural product. Evoking the shape and warmth of the sun, the mark quickly conveys the elegant nature of the device. See?

There’s also a website on the way, and we designed a trade show booth for Propel’s debut at the American Academy of Otolaryngology’s convention this September in San Francisco. If you’re in town, stop in and rub elbows. Or noses. 

In Which We Follow The Advice Of A Devil-May-Care Flying Chipmunk.

 

A little humor makes a "me-too" service special. We're pretty sure we've mentioned Hipmunk before for precisely this reason - their Agony Index is not only funny; it's useful. Combine that sensibility with ads like this and one begins to think that these people (or cute animals who can book flights) might just be able to make the nightmarish hellscape that is modern air travel a little more tolerable.

The spot itself could have used more Trololo Cat and the narration is pure crap, but overall, great job.

Presenting the American Fair Credit Council. Also: An Eagle With A Knife.

You guys know about debt settlement, right? We’ll break it down for you, just in case: You decide you need a new suit. You buy it. Your boss decides s/he needs a shiny new Gulfstream...which means you get downsized. Suddenly, you’re awash in credit card debt. You need help. A “debt negotiator” appears. They tell you they can negotiate your nut down to pennies on the dollar. You are happy. Then you discover how the racket really works. You are sad.  First, they want a big-ass up-front fee. Then, you’re asked to fund an account that will be used to pay off your debts - yes, for pennies on the dollar - but that isn’t real helpful if you don’t have any pennies to begin with. The whole thing is a lot like high school.  Remember the 300-pound bully who used to throw you against your locker, steal your lunch money and give you a swirlie? When that 300-pound bully is your credit card company, you need a bully to bully that bully. Or at least get their attention. If you had an eagle with a knife in its mouth, you'd be all set. But we'll assume you don't. (If you do, call us, we want to check that out.)

Would like to renegotiate your repayment terms.
Also: is an eagle with a knife.

Say hello to the American Fair Credit Council.

The good people of the AFCC noticed what was going on in the debt settlement racket market, and saw an opportunity. Not the “let’s check the poor people’s couch cushions for change”-kind of opportunity, but the kind that could actually help people get a fair shake in the credit game - a game that’s patently rigged. So, they created a brand new model called “no advance fee debt settlement.” Here’s how it works: You agree to a fee. The AFCC goes to work. Your debt goes down. You pay your debt. You pay your fee. You’re free. A simple, strong idea, worthy of a simple, strong name. Which Mortar was proud to give them.

So. Even if your credit’s good, check out the American Fair Credit Council. They’re a good friend to have, in an economy where one can never have too many good friends, feathered or otherwise.

 

 

A HOME WITHIN has a new home -- online

   


There are many causes that Mortar holds dear- Fair Trade USA, the ASPCA, Martini Awareness Month- however we are proud to announce one cause close to our heart has launched a brand spanking new website.

With Mortar’s help, A HOME WITHIN, a non-profit organization right here in San Francisco dedicated to the mental stability of foster children, has gone live with a beautiful new website to match the beautiful work they do for kiddies around the nation.

For foster kids tossed around until they are kicked out of the system at 18, A HOME WITHIN provides stability and mental support. They match at-risk foster children with therapists and allow them to maintain a relationship regardless of age, location or finances. A HOME WITHIN launched their new site in May to mark Foster Care Awareness Month. With programs like Fostering Art, A HOME WITHIN supports creativity and mental stability in an very overlooked—but needy--population.

Mortar is proud to have been apart of the branding, brochure production and website design for A HOME WITHIN. Hopefully this website will allow A Home Within to reach more kids, connect with more clinicians and grab more funding (hint, hint).

Refreshing Honesty. Cute Puppies. And The Irresistable Attraction Of The Monkey Bartender.

So, we're totally the first blog to mention this, right? No? Fine. Be that way.
But we would be remiss if we didn't give a nod to smartwater's approach here. By handing out some entertainment while acknowledging that there really isn't that much to say about smartwater, they made an awkward "Hi, We're A Big Dumb Corporation, Would You Like To Buy Some Water In A Bottle That Will Probably End Up, Ironically, Polluting Other Water?"-moment into something relatable and fun.  

In a world of "global leaders" running around "revolutionizing" things, self-deprecating humor stands out like Cary Grant in a room full of Carrot Tops.

Plus: Gratuitous Puppies. They're more impossible to resist than monkey bartenders. Well, almost.

 

Via Adrants.

Things We Are Thankful For.

Well, for one thing, we're glad we're not flying this year.
We don't want our junk touched until at least the third date.

Apparently, this is not a new sentiment, seeing as this New Yorker cartoon is from 1938. See the rest here.

 

If we were flying, we'd be thankful for Hipmunk, a great little travel site that rates flights not only by price and schedule, but also factors in "agony."  This is the kind of simple, funny, and wonderfully helpful goodness that brings your brand love beyond reason. Well done.

 

Speaking of goodness, we are always thankful for vodka, particularly when it comes with luxury, status...and a Viking.

 

Speaking of vodka, (Yes, again. Shut up.) our pals at Otis get a nice mention in this writeup of Stuff To Do In San Francisco While Everyone Is Out Of Town from The Bold Italic. Of course, if you're ever looking for Unexpected Awesome Things to Do in San Francisco, get in touch with our girls at CarriedAway. We are thankful for friends like them - and you - most of all.

Which is why we're giving you your Thanksgiving present early. Enjoy.

 

Be happy, be safe, keep the crumbs out of your non-ironic moustache...and have a very happy Thanksgiving.

Fair's Fair.

If you know the Mortarblog, you know we love beating up on Microsoft. But we have to say, their new work from CP+B? Pret-tay, pret-tay, pret-tay good.

 

 

We could quibble with this and that...(EX: the "really?" thing is really getting played,) but overall, we're amazed that something with an actual concept made it out of the boardroom alive. Does someone at Crispin have compromising pictures of Steve Ballmer, Brett Favre and 500 gallons of Thousand Island dressing? Or could Microsoft's marketers actually be...learning?  Either way, nicely* done.

 

*If the dang phone turns out to be explosive or something, we take it back.

You Either Get It Or You Don't.

As much as agencies like ours love to talk about planning and research and Important-Sounding Scientifical-Type Stuff, at the end of the day, what we do is not Scientifical-Type Stuff, but art.

You either like it, or you don't. You either respond to it, or you don't.

And for as long as this game has been around, people have been trying to put it on an assembly line and bottle it. Which usually adds up to one person having an original thought, and about 10,000 other people grabbing that person's coattails and hanging on like grim death.

But here's a trick that works more often than not. Be authentic. Not what you think "Minivan Moms" "Early Adopters" or "Gen Y 2.0" will think is "authentic." What you know is authentic. Even if it's a little scary, or seems "too smart."  Because the second you get too concerned with doing what's easily bottled and replicated, you find yourself safely ensconced inside your undisclosed location corporate boardroom, and out of touch. Without the ability to be authentic.

And something like this happens.

Helvetica! And a blue square! Brilliant!

Honestly, we're not that shocked by this thing. Why? Because our expectations for a corporate behemoth like Gap are pretty low. We've designed a logo or two before. And the process of dragging the poor things through a conference room is closely akin to having weasels rip your flesh.

"OK! We'll use Helvetica! OK!"

But corporate behemothness is no excuse for pissing on our leg and telling us it's raining. Being big isn't in-and-of-itself the worst thing in the world. If anyone should be allowed to slap some Helvetica and a blue box together and call it a logo, it's Gap. After all, if they had done something groundbreaking, would any of us have suddenly mistaken them for scrappy indie upstarts? No. We're not saying they couldn't have done better. Of course they could have. But, we understand the "meh." We can accept the "meh."

Unfortunately, Gap didn't stop at "meh."

Crowdsourcing a new logo on Facebook?! Arrrrrrgh.

At best, we're looking at a weak-ass attempt to appear to be "listening."

At worst, we're looking at a global behemoth trying to get a new logo for free.

And we're definitely looking at the worst kind of cowardly treatment of their design team.

Let's see how these "passionate debates" are "unfolding."

"Dear Gap:
I'm doing this little project where I'm trying to rethink my clothing style. so here's what I want you to do:
-please design me a custom outfit. jeans, shirts, perhaps a coat and hat since it will be getting cool soon..."

Heh. Nice.

"You need a new name as well. How about "Chasm" or "Abyss." My work is done."

"Abyss." That's funny. But the one that sums it up best?

"First you guys f*ck up. Then you want someone to fix it for free?"

Ouch.
Now, in the past we've talked about relinquishing control of your brand, and how that can be a good thing. This ain't how. Because - whatever you think of the logo - the transparent pandering of the "crowdsourcing" stunt isn't authentic. Well, authentically lame, maybe.

Now for something completely different:

 

Awesome. Taking on NIKE? Recruit God. (And Doctor J.) Unreal.

Now, let's compare the conversation that went on in Gap's boardroom to the conversation that happened in Converse's:

GAP: "Let's get consensus. And consensus about the consensus. Look at some Powerpoint slides that prove whatever it is we already decided we want. And for god's sake don't do anything controversial. I'm thinking Helvetica. Is it time for lunch yet?"

CONVERSE: "Hey, you know what would be cool?"

Both of these efforts required a roll of the dice. Only one brand stepped to the table with the confidence that comes from an authentic effort.

You either get it, or you don't.

 UPDATE: Gap Caves In, Goes Back To Old Logo.

From their Facebook page:

"Ok. We've heard loud and clear that you don't like the new logo. We've learned a lot from the feedback. We only want what's best for the brand and our customers. So instead of crowdsourcing, we're bringing back the Blue Box tonight."

Gah. Listen up, Gap, because you obviously need the help: You chose the logo. You (probably) spent a lot of time making your decision. Second-guessing yourselves based on a bunch of pointy-headed bloggers complaints? You've made a huge mistake.  Again.

Every Purchase Matters

Most people would shop more responsibly if they knew what to look for.

Problem is, our capacity to focus on what’s good and what’s not is short-and-getting-shorter. Instead of lecturing them, we thought it might be nice to say “This is extra-good because..."

Hence a bouncing, baby brand for The Artists Formerly Known As TransFair USA. Check it out:

 

TransFair USA Changes Name to Fair Trade USA

 Nonprofit Launches New Name and Brand Identity during National Fair Trade Awareness Month in October

OAKLAND, CALIF. (September 21, 2010) – TransFair USA, the leading third-party certifier of Fair Trade products in the United States, today announces that the nonprofit organization will change its name to Fair Trade USA (www.fairtradeusa.org) on October 1, 2010. The updated, simplified name and brand identity will support the organization’s efforts to increase awareness of Fair Trade among a broader consumer audience, increase sales of Fair Trade Certified™ products, and generate more benefits for farmers and workers around the world.  The company’s ethical label–Fair Trade Certified™—will remain the same.

“American consumers and the business community are more eager than ever to embrace the simple concept of better products for a better world. Fair Trade delivers both,” said Paul Rice, President and CEO of Fair Trade USA. “In the past five years, consumer recognition of the Fair Trade Certified label has tripled. By strengthening our brand, we seek to accelerate that momentum and awaken millions of Americans to a simple truth: every purchase matters. Every shopping decision is an opportunity to improve lives, restore hope and protect the planet. Ultimately, we aim to dramatically increase the positive impact of Fair Trade for hardworking farming families around the world.”

Fair Trade empowers consumers to vote with their dollars for fair prices, better working conditions, environmental stewardship, and brighter futures for the people who make the high-quality products that they buy every day.  In 1998, TransFair USA pioneered Fair Trade certification in the United States.  In 12 years, it has helped industry partners and consumers generate nearly $200 million in additional revenues to support community development and sustainable agriculture in farming communities in 70 countries around the world. Today, as Fair Trade USA, the organization works with more than 800 companies to certify more than 6,000 products as Fair Trade. In 2009, Fair Trade Certified products generated $1.2 billion in retail sales. 

Fair Trade USA will transition the organization’s website and marketing materials over the next year, starting with Fair Trade Month, which also kicks off October 1^st with the theme “Every Purchase Matters.”  The annual national awareness campaign mobilizes a wide range of corporate, nonprofit, producer and consumer partners through more than 100 events, promotions and fund-raising parties across the United States.  These activities raise awareness of the Fair Trade movement as a comprehensive approach to social, economic and environmental empowerment and sustainability among farming communities in the developing world.