Today’s online world is not a one-way street anymore and brands have to redefine how they communicate with (not at) customers.
At 4 Corners we create and deploy brand experiences that engage customers, build communities and ensure a return of investment. We partner with our clients to define objectives and rethink best practices as we explore new forms, media and models. Our human-centered approach is grounded in a collaborative methodology that simultaneously considers user attraction, business needs, technical possibilities and the spirit of the brand.
About 4C
The Place
4 Corners makes a difference
About 4C The Place
More than an agency, 4 Corners is a frame of mind. It is a place that bridges physical and virtual worlds and explores all dimensions of brand experience. It is a place where multiple disciplines come together to give new ideas shape.
It is a place that makes a difference.
Hallmark was faced with the challenge of taking a long-established and trusted brand and refitting it online for their newly launched magazine. Building upon the magazine’s design, as well as extensive audience research, 4 Corners designed a highly engaging website which acts not only as an online destination for articles and magazine content, but more importantly as an online destination for users . 4 Corners carefully took into consideration the primary audience and architected and designed a site that is highly appealing and interactive, and maintains the voice and “fun” factor that makes the print publication so successful.
Rumor has it there are people out there in Internetland that...
Discussion
Oh, hellotxt!
09.16.2008
Rumor has it there are people out there in Internetland that subscribe to several social networks/microblogging platforms. As a confirmed and (varyingly) active member of (ready for it?) Facebook, MySpace, Twitter, Plurk, Tumblr, LinkedIn, Pownce, hi5, and Plaxo (phew!) myself, I've often been hit with the annoying inevitability of having to update my status up to 9 times over and simultaneously lead a life outside of the Internet! Sound familiar? Enter hellotxt. Super simple in concept, the site allows you to easily update your status (and check the status of your friends) on 24 different Social Networks and microblogging platforms. Being active and alive online just got that much easier. Check it out here.
Projects
American Express OPEN Desktop Dashboard
Driving online usage by providing desktop-level access.
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Projects American Express OPEN Desktop Dashboard
American Express OPEN Desktop Dashboard
Driving online usage by providing desktop-level access.
American Express OPEN needed an innovative way of allowing users to have quick assess to their account information throughout the day. Taking this need to heart, 4 Corners designed a unique desktop dashboard solution that allows customers easy, instant, and continuous access to their most important account information and functions. The dashboard runs from an icon on the desktop, is fully customizable by the user, and launches the web Summary of Accounts interface directly.
4 Corners was engaged to rename, re-brand, and re-launch an established company – ZDE, the education division of Ziff-Davis. Working to develop an entirely new brand strategy and platform (“the knowledge catalyst”), 4 Corners worked to develop a new name (Element K) and visual strategy to capture the idea. 4 Corners worked to bring this idea to life with a powerful launch campaign, web site development, print collateral, trade show materials, and a state-of-the-art internal training program.
4 Corners worked closely with the United Rentals Human Resources to completely overhaul their online and print recruitment materials. 4 Corners redesigned the HR website and introduced a much-needed human element; drawing on personal stories and interviews with current employees at a number of locations throughout North America. 4 Corners also designed and produced new print recruitment materials to coincide with the new website, including brochures, handshake cards, and banner stands for job and recruitment fairs.
Office Depot had received customer feedback that the in-store brand experience (which customers felt was very strong) wasn’t matching with the experience users had on the website. A confusing site architecture and overwhelming amount of products left online users feeling dissatisfied. Partnering with Office Depot, 4 Corners took an in-depth look into the architecture and user interface of the site and designed an entirely new offering without changing or adding any new functionality. 4 Corners orchestrated in-depth usability testing sessions, utilizing a rapid prototyping techniques to introduce new solutions while the testing sessions were taking place. Launching just in time for Holiday 2006, the site was an overwhelming success, drastically increasing Office Depot's online sales.
McGraw-Hill Construction, a $3.4 trillion global company, needed an online platform to host over a million professionals, linking users to their vast database of resources and materials. To do this, 4 Corners designed the Sweets Network for Products, aimed at connecting people, projects, and products. The network catalogs, describes, facilitates, and helps users (including ten thousand manufacturers, engineers, and architects) interact and discover a myriad of online construction products. In addition, 4 Corners created the branding and advertising collateral including, brochures, rich media banners, multi-tier direct mailers, and print advertisements.
Vintage New Zealand sought to solve a unique problem in the American marketplace – create a single environment where customers can not only purchase all New Zealand wines in one location, but also experience the wines as much as possible in an online setting. 4 Corners developed extensive content, include video “Virtual Tastings” and interactive maps and features, that allow users to interact as much as possible with the wines before purchase. Also utilizing social networking features, users interact with each other and share insights, opinions, their own personal “cellars,” and experiences to bring forward the concept of Social Commerce.
DoubleClick needed a name and brand platform for their newly acquired internet research division. 4 Corners began by developing a platform – “The Essential Element” – that positions the new company as a critical ingredient in online marketing and strategy. From there, 4 Corners developed the “Diameter” name – borrowing a word from geometry that at once conveys measurement, comprehensiveness, and technology – and the visual identity system: a simple wordmark and arrow symbol that “measures” any object imaginable.
In an ongoing relationship with Office Depot, a NASCAR sponsor, 4 Corners has strategized, designed, and developed the website for Office Depot Racing. Creating and maintaining a website where fans can really connect with both Office Depot and Carl Edwards, the No. 99 NASCAR driver, 4 Corners leveraged social networking capabilities to provide an environment where fans can interact and showcase their own content, as well as receive up-to-date news, photos, videos, appearances, and race-related information.
4 Corners developed the brand and product interface for SmartEquip, a company that creates new process and support software for the construction rental industry. The website and product site (also available on handheld devices) organized millions of pages of documentation and diagrams for use in maintaining equipment and ordering parts. Highly interactive, the site is an effective tool for the maintenance and efficiency of construction fleets.
Collaborating with American Express, 4 Corners was engaged to increase small business online registration for the Summary of Accounts web feature. 4 Corners designed and produced an interactive online presentation and accompanying interactive CD (which was delivered in a direct marking piece) using American Express customer service representatives as experts in providing information about the Summary of Accounts. Thanks to the initiative, record numbers of card members registered and learned about the benefits of available online member services.
Industrial minerals company Geohellas, the exclusive European source...
News
Geohellas.com - Putting a face on technical clay
12.22.2009
Industrial minerals company Geohellas, the exclusive European source for attapulgite clay and custom attapulgite/saponite blends, partnered with 4 Corners and Blue Ink to develop a brand identity, brand strategy and website for the mining company. The corporate site allows existing and prospective customers to research products and offerings from the firm, and stands as a global front door to the company.
Discussion
Analyzing the social media engagement of top 100 valuable brands
07.29.2009
Last week the Altimeter Group and Wetpaint released a study that...
Discussion
Analyzing the social media engagement of top 100 valuable brands
07.29.2009
Last week the Altimeter Group and Wetpaint released a study that analyzed the 100 most valuable brands (according to BusinessWeek/Interbrand) and how they engage across 11 different online social-media venues.
The result of the study was published as "engagement database" that critiqued the brands on not only their breadth of engagement across these channels, but also their depth, such as whether they reply to comments made on blog posts. Each brand was given a numerical score. The top 10 ENGAGEMENTdb brands with their scores are:
Starbucks (127)
Dell (123)
eBay (115)
Google (105)
Microsoft (103)
Thomson Reuters (101)
Nike (100)
Amazon (88)
SAP (86)
Tie - Yahoo!/Intel (85)
The full report is available at http://bit.ly/KRGNt.
Personally, it's questionable to assume that a company's social engagement can be correlated with its financial performance. But, in Steve Rubel's words "good use of social media could be seen as a proxy for an innovative culture, eagerness to engage with consumers and take risks, a net positive for any business."
Much more interesting then this is however to take a look at what the social media strategy of those brands have in common: All top brands weren't afraid of innovation, did so early, often (also after set-backs) and incrementally:
Starbucks and Dell were early to leverage their fans for corporate crowd-sourcing.
With Nikeplus.com, Nike was early in the game to use an innovative technology in order to connect its worldwide fan base in early 2006.
Quite a few of the top 10 brands embraced Twitter early and in innovative ways. Amazon started offering deals on Twitter back in 2007 and EBay started to live-tweet earnings in 2008.
Microsoft encouraged their employees to blog as early as in the late 1990. Yahoo and Google started and actively promoted their corporate and product blogs in 2004
Other top brands were building out communities to connect customers and employees early on. Microsoft, for example, launched its inventive Channel 9 platform for developers back in 2004
Discussion
The Video Web
10.23.2008
We hear a lot about how the communications community is changing and...
Discussion
The Video Web
10.23.2008
We hear a lot about how the communications community is changing and we see more and more interactive applications, streaming media and social interactions, but services that specialize in entertainment seem to grow faster than the sector as a whole. This growth is definitely led by online video, but it isn't just about watching. Users now want to interact with video. Check out "BigStage".
BigStage's software was originally funded by the CIA, which wanted 3-D computer models of suspects' faces to match against images in a database. The company's commercial customers take three digital pictures of themselves and upload them to BigStage's servers, and in about 50 seconds, they have a digital avatar that they can insert into videos or photos. Users will be able to post the videos to their Facebook pages or e-mail them to friends; eventually, they should also be able to purchase brand-name virtual accessories for their digital selves.
Projects
Warnaco
Revitalizing a look and feel for a trusted brand with a rich history.
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Projects Warnaco
Warnaco
Revitalizing a look and feel for a trusted brand with a rich history.
Warnaco, a trusted and respected name in the intimate apparel industry, needed an update in the look of three of its main brands – Olga, Body Slimmers, and Warner’s. Partnering with Warnaco, 4 Corners revitalized the look and feel of the three brands, determining the primary target audience for each and designing effective solutions for the identities, as well as packaging, labels, and in-store environments. The new looks differentiate between the three brands, and bring a freshness and vitality back to an organization with an impressive history.
An 86 year old Japanese Buddhist nun is focused on the forefront of...
Discussion
Mobile Reads
09.26.2008
An 86 year old Japanese Buddhist nun is focused on the forefront of mobile technology by writing a cellphone novel. Cellphone novels are a growing trend in Japan, where subscribers (usually young women) sign up to receive short fiction via text messages. The story, called "Tomorrow's Rainbow" focuses on a young girl who meets the love of her life after the trauma of her parents' divorce.
Ok - these photos totally blew my mind when I first saw them....
Discussion
Tilt Shift Photography
01.08.2009
Ok - these photos totally blew my mind when I first saw them. Smashing Magazine has put together a phenomenal gallery of examples of tilt shift photography (a photography technique where real objects look like miniatures). A few of my favorites are below (especially the Grand Central one - my favorite building in NYC!).