Tourism Marketing: How Archetypes Can Help Create Authenticity

group of lake tahoe tourists toasting in a restaurant

Tell a Story to Create a Connection in Tourism Marketing

Once upon a time, in a galaxy far, far away they all lived happily ever after.

As human beings, we crave stories because we’re brought-up on them. They’re how we communicate with one another. So, it’s only natural that we want to connect with a place, an idea, or a brand through a story. And, an essential element of a story is a strong cast of characters based on commonly understood archetypes: “The Hero,” “The Caregiver,” “The Lover,” “The Rebel.” Continue reading…

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The Internet Effect on Logo Design

woman holding krispy kreme box

Awesome photo of this Krispy Kreme box is courtesy of The Creative Exchange.

Another major company just redesigned its logo: MasterCard. Although different from its predecessor, its difference is subtle and doesn’t stray too far from the brand mark that is so recognizable. Continue reading…

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7 Ways To Boost Your Creativity


Many of us in the design and marketing field struggle to maintain a high level of creativity. With time and budget constraints, it’s always tempting to resort to tried-and-true solutions to creative challenges. The internet is a valuable resource for just about anything and that includes methods to break out of the old habits, creative or otherwise. Continue reading…

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Do You See It?

Official Logo definition: Recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization. It is affixed, included, or printed on all advertising, buildings, communications, literature, products, stationery, and vehicles. Also called logotype.

Unofficial Logo definition: the first and longest lasting impression of your brand to a potential or existing customer. A visual vehicle by which a person relates to, believes in, identifies with and respects your product or brand.

After reading these two definitions it would be hard not to recognize the value a logo can have on your business. Much effort and expense goes into the initial design of a company logo. Some logo designers are so advanced they incorporate hidden messages into the designs. These hidden messages often reiterate the brand promise. Let’s look at a few examples:

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FedEx is a recognizable logo worldwide but have you ever noticed the negative space between the “E” and the “x”? You notice a forward pointing arrow that according to the designer Lindon Leader “the arrow could connote forward direction, speed and precision and if it remained hidden there might be an element of surprise, that aha moment.”


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Wendy’s is also a worldwide brand kamagra oral jelly price. Named after the founder’s daughter you might notice something in her collar. The letters M O M might become visible at a closer inspection. “this is something you may not notice consciously for years, but unconsciously it will leave an imprint on your brain and you will associate it with the brand,” wrote.


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Tostitos is another big brand with a hidden symbol that promotes togetherness and fun.

If you look closely and the two internal “t’s” they represent people dipping their chip into a bowl of salsa which happens to be the dot on the “i”.


These are just a few examples of the complexities associated with logo design and identity. It is not uncommon to spend 25-50 hours on a logo. SJ Marketing has been designing logos for our clients since the mid 1980’s. There are still many of our logos in use around our region that you would easily recognize. Look for those in a future blog post. In the meantime if you need help with a new logo, logo redesign or logo evaluation give our experts a call.


-Greg Long

Director of Production, SJ Marketing






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What’s Your Economic Development Plan?

economic development logo

New logo developed for Butte-Silver Bow by smith + jones

The economy is a hot topic everywhere, and the economic development plan is an even hotter topic, especially for cities looking to reposition themselves in this changing world. Take Butte-Silver Bow, Montana as an example. Continue reading…

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Seems we have good taste.

The typeface FF Meta, designed by Eric Spiekermann, was part of the first group of digital typefaces ever acquired by The Museum of Modern Art (MoMA) for it’s Architecture and Design Collection. Why should we care? Well, we’ve been using this contemporary sans serif font for several years in our identity and as a key element in all of our communication materials flagyl medication. Its blend of simplicity and subtle character is a perfect match for our design style.

The selection was made in January 2011 and celebrated in March with an AIGA New York panel discussion that included two designers responsible for more than half of the collection and the museum’s A+D curator. Read on for more on MoMA’s digital font collection.

And since we’re talking type, have some fun with Pentagram’s test “What Type Are You?”

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our good work doesn’t go unnoticed

The ADDY Awards night is a fun party, especially when you win four. But there’s no time for speeches. So, here goes. Special thanks to our clients for the opportunity to do work that gets results and recognition. Particularly for 2010, Heavenly (Ski School Poster campaign), Lake Tahoe Visitors Authority (travel planner), North Lake Tahoe Marketing Co-op ( andTahoe Fire and Fuels Team (Defensible Space TV).

Heavenly Ski School Poster campaign – Heavenly Mountain Resort enlisted us to help them increase private lesson attendance through an on-mountain poster campaign. After supplying various concepts, Heavenly chose the concept that focused on how skiing can become a lifelong tradition and help keep families together. At last report, the campaign has been a big success and a big attention getter around the mountain. Designed by Gregg Gibboney and the account is handled by Alanna Crete.

The revamped website incorporates the latest web functionality into Gregg’s clean, image  driven design.  It combines to sell the destination with beautiful imagery while making the key site drivers easily accessible.  The slideshow and content slider are built in jquery and pull in the latest social media feeds, special events and lodging options.  The navigation is streamlined and broken out into a Summer / Winter split.

The Fire Safety Council received a federal grant to promote defensible space around the Tahoe basin. We created a print campaign for them the prior year that created a great buzz and also won Gold Addy awards. The client wanted to create a local television commercial but had very little grant funding remaining. It was a tough task to create an award winning spot with a limited budget. We ended up using stills from the print campaign with a cleaver voice over.

Every year we produce multiple travel planners for our client HD96. This award winning planner was created for the LTVA in South Lake Tahoe. It has the job of providing local information to potential visitors. It is 72 pages with quite a huge coordination task. Everything came out beautiful and has hopefully helped travelers book their travel plans and activities. Designed by Gregg Gibboney and the account is handled by Kelly Houston.

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A Picture Paints a Thousand Words

Photography can be one of the most crucial aspects of a campaign. Ultimately, some campaigns are literally all about the photos and would not work without them. It is crucial, therefore, to spend the dollars up front to get good, strong imagery. It is one of the most important items for marketing. Take the time, spend the money, choose your models, and plan your photo list so that you can build a photo library that is consistent and truly shows off your product or property.

Here are some basic steps to developing a successful photoshoot.

1) Work with your designer to determine the photo needs and develop a list.
2) Determine a budget to determine how many photos on your list can be done effectively.
3) Determine the style of the photos, then select your photographer based on that style. The most expensive is not necessarily the best, nor is the least expensive best site. Also, some photographers can shoot video as well as still. Consider adding video for future needs.
4) If you need people in your images, choose models that fit your demographic. Decide what type of models to use as far as age, general look, sex, and the number of models needed. And keep in mind that if you are using multiple photos, you will need different models in the shoots.
5) Coordinate clothing, location, and general “attitude of the” of the models so the photos convey what you & your designer pre-determined.
6) Be available during the shoot to make certain the photographer clearly understands your needs and is capturing the style & the photos you want for your library.

Camp Richardson Resort

I find photoshoots to be one of the most time intensive projects to coordinate. If possible, I highly recommend hiring an agency, such as smith+jones, to develop and manage the shoot. In the end, the amount of time & energy it saves to use a professional agency will seem very worth it!

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