::NAMING::
A name to ignite an expansive idea –
"This is the most important thing we've ever done," says Jeff Bezos. "It's so ambitious to take something as highly evolved as the book and improve on it. And maybe even change the way people read... the vision is that you should be able to get any book – not just any book in print, but any book that's ever been in print – on this device in less than a minute."
What to name this game-changing vision so that it feels like something you want to "curl up" with? : : CRONAN : : gave it a warm name full of potential – one that invites you to start something: "Amazon Kindle".
"...to read is to light a fire..." Victor Hugo
Kindle sold out in the first five and 1/2 hours after it launched. Demand remains high, and there's a waiting list. Get on it, order yours.
NAMING::IDENTITY::BRANDING
Named it, created character, gave it legs...
Something really new needs to be, at first, a little familiar for consumers to recognize or understand it. And essential questions reveal deeper understanding and surprising answers. How would this new service change the television experience? Is this a revolution or an evolution? What do you call the evolution of television? : : CRONAN : : named it TiVo.
We gave it personality. A smile, a wink and — oh yes, a character — with antenna and legs. Thumbs up, thumbs down... and — ba-doop! ba-doop! — it started the TiVolution. TiVo, TV your way.
As you can see, laughter is very important to the creative process.
NAMING::VISUAL IDENTITY::BRANDING::PACKAGE DESIGN
The brand promise wrapped in the name –
Steve Demos, the heart and brains behind Silk soy milk, is creating a new category in nutrition – "not those nasty vitamin pills and supplements". The first product, a probiotic fruit drink with fifteen years of research in Sweden as credentials, needed a name, identity and packaging to deliver scientific health benefits and points of differentiation to both retailers and consumers and to project joy, fun and positive results. : : CRONAN : : created elements as fresh as the product itself. "Drink Me".
Try GoodBelly, it does what it promises and you will love it.
VISUAL IDENTITY::BRANDING
We hold the unofficial record for the world's fastest logo.
: : CRONAN : : created the logo, store identity, in-store displays, branding and branded products for the new SFMOMA building designed by architect Mario Botta.
In our very first meeting, when asked what he thought the logo would look like, Michael pointed to the new museum's defining point, a large circular oculus which stood out plainly in a large elevation drawing on the wall.
The logo is an instantly recognizable souvenir of the brand.
VISUAL IDENTITY::BRANDING :: DESIGN STRATEGY
"FORA.tv is for ideas what ESPN is to sports."
– The Wall Street Journal
"The YouTube for thinkers" – CNET news
FORA.tv is one of the most thought-provoking sites on the internet. Visionary founder CEO Brian Gruber conceived of lectures and debates from all over the world on politics, public policy, history, and culture served up in broadband video, "We want to create a global community for intellectually curious people."
: : CRONAN : : created the identity, brand and design strategy to make FORA.tv, look and feel like a global media company. The world IS thinking.
VISUAL IDENTITY::BRANDING
Portcard.net is a social networking registry designed to protect against predators who hide behind the total anonymity of the Internet. A scary problem with an elegant solution: members "card" potential online friends – is that potential "friend" authenticated? or are you at risk? Portcard.net is fully integrated with Facebook, on the developer list for MySpace and partnered nationally with the Boys and Girls Clubs of America. The management team includes a strong advisory board with Internet security specialists and current and former law enforcement officials. : : CRONAN : : created a look and feel to appeal to everyone except, of course, the predators.
NAMING::VISUAL IDENTITY::BRAND
Affinity Engines Inc. had a mechanical name, an asterisk logo and a successful product named InCircle. Neither name nor the asterisk logo conveyed the goal of the company – creating community for organizations.
Listening deeply to the CEO, CMO, engineers and sales force – ::CRONAN:: combined the name elements to identify their purpose and create something aspirational – networked inclusion. And we elevated the asterisk to a starring role as their logo – many touch points forming one connected circle.
Affinity Circles' growing social networking platform builds and maintains connections in a dynamic, trusted online community for Fortune 100 companies, alumni and professional associations, and major sports teams.
VISUAL IDENTITY::BRAND STRATEGY
A short distance inland from Carmel by the Sea, in a rare expanse of natural beauty, 20,000 acres of pristine coastal foothills in the Santa Lucia Mountains is home to a rich diversity of plants, wildlife and 300 fortunate families with an intimate sense of community.
: : CRONAN : : has had the honor of years of working with the team to create the identity of the preserve and the culture of the marketing, materials and brand experience. In this symbolic logo, the initials of the name combine to incorporate the identity in one gesture.
NAMING:VISUAL IDENTITY::BRANDING
"The name is simple, and elegant. Besides the compliments from past folks, new people just get it – which is perfect! Thanks again." – CTG
Exposure to toxins is greatly magnified in the bodies of infants and children. Colette Chuda died of a rare cancer linked to pesticides. Her parents founded Children's Health Environmental Coalition to advocate for legislation and to help others avoid the same loss.
Known as "CHEC", they had received attention from their accomplishments, but experienced years of wind-drag with a name and logo that wasn't memorable or meaningful. An innovative philanthropist commissioned : : CRONAN : : to help. We created a new portrait of Colette, a name to describe the goal, and a tag line that echoes the CHEC acronym with a sharper focus.
