NEWS
360 DEGREE COLOR BAND BRANDS WINDOWS MOBILE
Seattle WA: Leonhardt:Fitch has created a curving 360 degree band of color as the definitive visual
element in the global branding of Microsoft Windows Mobile. The new brand of mobile devices that run on
Windows software joins Windows Client (XP) and Windows Server in the Windows family. The 45-person Seattle
design firm advised on the naming and brand positioning, as well as executing the logo, identity, initial
art direction, a brand guide and brand video. Comments creative director Steve Watson: "The look and
feel of technology brands evolve far faster than in other categories. There's a constant need to demonstrate
product evolution and upgrade - so keeping the visual representation fresh is essential. Our design
treatment... is flexible enough to evolve and bring a human spirit that attempts to be more enduring."
The band of colors, Watson says, is an organic human element that is visible across all applications of the
brand, and suggests "360 degrees of encompassing mobile connectivity without limitation."
BBDO WEST PRINT CAMPAIGN FOR PIONEER TUNED TO WEB
Los Angeles CA: A new campaign, "Disturb," has been created by BBDO West for the Mobile
Entertainment Division of Pioneer Electronics. Seeking an emotional connection with the core target,
young men, 16-24 years old, who are into music and cars (Pioneer refers to the demo as "Tuners"),
the campaign consists of four ads, each with a different one-word headline. For example, the initial print
ad, "Disturb," is about disturbing the peace and "'bumpin' your music so loud that everyone
around you knows you are definitely in the neighborhood." In the same vein, other ads are entitled
"Defy," "Invade," "Ignite." Each has a web site address that links directly to
the headline, e.g., pioneer-disturb.com. When a consumer types in the URL, he goes directly to product
information and specs about the featured products, as well as a web commercial and quick cut documentary
style movie shorts that correspond to each print headline. Creative credits for the print campaign go to
executive creative director Jim Lesser; art directors Rickie Daglian, Sakol Mongkolkasetarin and Jason
Roberts; copywriters Steve Howard and Lesser; art buyer Analisa Payne; print producer Erica Jensen; and
illustrator Evan Hecox.
SWEET SIXTEEN ARE NAMED BEST IN THE "BONE" SHOW
Boston MA: A total of sixteen creative shops took the 21 Best of Show awards in this year's BoNE -
Best of New England - competition sponsored by the AIGA Boston Chapter. The winners read like a who's who
of agencies, big and small, including the likes of Winterhouse, Williams and House, C2, Moore Moscowitz,
Visual Dialogue and Hill Holliday Connors Cosmopulos. More than 800 entries were received and more than 400
people attended a presentation of the awards earlier this summer, prompting chapter president Leigh Mantoni
Stewart to note that "we've proven, once again, that our design community has serious talent - all the
way down to our bones." The judging panel was also first rate, consisting of Noreen Morioka, Mark Oldach
and Lisa Strausfeld. All the Best of Show pieces, and 64 additional honorees, can be seen at the Mass Art
Bakalar/Stephen B. Paine Galleries through September 10th and in a print catalog. Competition sponsors were
Sappi, Lindenmeyr Munroe and Mohawk. Contact: www.aiga.org
KUHLMAN LEAVITT USES QUILT AS DONOR WALL SYMBOL
St. Louis MO: The powerful symbolism of the quilt - protection, comfort, community - was utilized by the
Kuhlmann Leavitt design firm to create a donor wall commemorating the successful completion of a capital
campaign by Women's Support and Community Services. The goals of the project were multifold: to communicate
the essence of the organization; display the multiple donors and various donation levels; and create an
appealing permanent installation. Deanna Kuhlmann-Leavitt explains that "the building that was purchased by
the capital funds lacked architectural distinction so we designed an exterior donor wall to add interest and
to attract attention to the qualities that the organization upholds." Since each year Women's Support
brings a national quilt show to St. Louis - it has evolved into a notable fundraising vehicle - the creative
team decided to build on this equity. The result: a display that evokes a quilt, produced in durable metals
and suspended near the main building entry. Brushed stainless steel forms the grid or "stitching".
Bronze plaques with different patinas and various stainless steel mesh patterns form the
"patchwork fabric". Donor names are engraved into the bronze pieces, while the patina
colors differentiate the eight donation levels.