>Do you believe in new year’s resolutions? Lose weight. Eat healthy. Exercise more At the beginning of a new year, these are common promises we

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>Do you believe in new year’s resolutions?

Lose weight.
Eat healthy.
Exercise more

At the beginning of a new year, these are common promises we make to ourselves. It’s a chance to dream of changing some fundamental behavior that will improve our self-image– and ultimately change the way we look. Fitness clubs, diet plans and self-help programs see dramatic increases in business as a result in January.

In a study conducted last year, only 8% of Americans were successful in achieving their resolutions. That’s probably not surprising.

The reality is that change doesn’t come from wishes. It’s the result of considered and consistent effort. If your resolution isn’t consistent with your natural inclination, it requires too much energy to maintain. Ultimately that effort isn’t sustainable, so we go back to our old ways.

>Here’s the secret

With thoughtful planning and the right tools, realizing your resolution is well within reach. When you dig deep, understand your core beliefs, and align your new vision with your natural behaviors then transformation is possible. It isn’t easy, but the effort is manageable because it feels right for you.

I know this, but haven’t been able to put it into practice for myself. My love of gastronomy can’t compete with my dream of losing weight. I’m left wanting to be thinner, but consistently exploring new flavors. Maybe 2016 will be the year.

Happy New Year.
//Jamie

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>How do we create amazing brands that change how companies look?

The truth is we don’t really create brands at all. We discover the brand that’s already there, but hasn’t been recognized and revealed. Then we simply make sure that brand is easily seen by everyone.

>There’s still a lot of confusion about branding. So let me try to explain.

Think of your brand as who you are. It’s your identity.
Who you are doesn’t change, but you’ll gradually grow over time.
Regardless of how you appear, your identity remains consistent
Most importantly, your identity is the primary influencer of how you look

This is why we always begin branding by understanding your authentic essence before we begin to create any visuals. By conducting an objective inquiry and recording our observations, answers emerge that are uniquely appropriate for you. By simply listening with an open mind, we are able to identify the true nature of who you are.

Then, with an identity clearly defined we can create all the visuals that are a reflection of your brand. This is how your logo, business cards, packaging, website and everything used to communicate your identity resonates consistently with who you are.

But sometimes companies attempt to adopt an identity they think their customers demand. This strategy is rarely successful. The effort required to maintain a false identity is exhausting and eventually cannot be sustained. Ultimately, the identity will return to a more accurate reflection of their true character.

Here are five essential benefits of an authentic brand:

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1. It’s Honest
It instantly gives everyone a very clear indication of what to expect when they become your customer, employee or competitor.

2. It’s Sustainable It is easy to maintain for long time because it takes less effort to be who you are instead of trying to be someone else.

3. It’s Inspiring It resonates with your team because it’s based on them, it builds spirit that can increase productivity.

4. It’s Cultural It sends clear messages that reinforce beliefs to forge company culture.

5. It’s Attractive It brings like-minded people together to from loyal followers that agree and stand behind.

Great branding isn’t the product of great graphic design, it’s result of thoughtful and strategic action. Our methodology, The IDEA Method is the process we’ve developed for crafting great brands. The framework is customizable for each client, but it’s most effective when adequate time is provided for the initial investigative work. Consider the huge investment in marketing that follows branding. It makes sense to get the brand right first, so that your marketing dollars generate higher returns.

> Check out some of the brands we’ve crafted in our portfolio. Or call us to make one for you.

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For our clients Kennedy Wilson and Capri Capital, we developed an evolved visual language for an iconic luxury residential complex in Marina Del Rey, Esprit. With nearly 500 rental units, epic views, boat slips and extensive amenities, FLUX was selected to improve the brand experience throughout the property

Our approach was to install exceptionally well crafted signage to create a sense of place and solve wayfinding challenges. Beginning with a new logo, we developed a comprehensive program of signage using high quality materials, bold colors and imaginative constructions.

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>Meet Deanna McClure.

She’s full of surprises, but can always be counted on to deliver design that works. Behind her calm demeanor, there’s a whole world of creativity abrew.

  • Indie sounds are what move her. If you’re listening to something new, chances are she’s already grooving to it.
  • She’s somewhat off-color, but in a good way. Count on her to reveal interesting color combinations that aren’t obvious, and yet they work. Current favorite combination - Tiffany blue and just about anything.
  • She's a diehard mid-century modern gal, from her cat-eye glasses obsession to her Googi-inspired tattoo.
  • She loves to get her hands dirty…or at least smudged. To counteract long hours in front of a computer, Deanna keeps her creativity (and sanity) sharp by working with her hands - print making, sketching, hand-drawn type, collage…crayons. Whatever. The more analog, the better.
  • She'd love nothing more than for everyone to stop using double-spaces after periods.
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