San Francisco-based construction firm Swinerton Inc. wanted to mark its 130th anniversary with a new identity.
Two years ago it tapped Costa Mesa-based advertising agency Idea Hall, and last month, the builder behind projects like Great Park Ice and Sports Complex, John Wayne Airport terminal improvements, Radisson Hotel at Disneyland and the Long Beach Airport, unveiled its fresh look.
Idea Hall revamped Swinerton’s logo of the “pointing” builder and architect, produced a brand video, and created a website dedicated to explaining the company’s brand evolution.
Idea Hall Founder and Chief Executive Rebecca Hall said Swinerton needed to make sure the new look represents its 3,500 employees and wide-ranging clients, from Bank of New York Mellon to LinkedIn.
“Swinerton is a $5 billion company, [and the branding] is much more robust because there’s more on the line at scale,” Hall said. “This needs to last until they evolve the brand again. We spent the time and research to really find out what they were best at, better than their competition, and that’s a hard question.”
The agency spent the first year researching Swinerton’s business, including one-on-one interviews with executives, employee surveys, and reaching out to clients. It also analyzed the company’s positioning. Last year, it focused on brand design, from creating a new logo and style guide, to the brand video.
“What we learned is the cost of entry in this business [is high],” Hall said. “You don’t even get asked to compete if you haven’t done it many times before.”
Idea Hall found the key positioning for Swinerton was its employee-owned legacy and the trust she said clients feel when working with the builder.
“Because of its pride of ownership, employees give clients peace of mind, and everything was built around that concept,” Hall said.
Taking Cover
BrightGuard Inc.’s automated sunscreen dispensers will be popping up in more spots around the country to help promote the American Cancer Society’s sun-safety campaign, “Cover Your Bases.”
The national health organization teamed with BrightGuard in Newport Beach this month to start installing its colorful touch-free dispensers in professional and youth sports settings, such as parks and sporting arenas.
BrightGuard Founder and Chief Executive Ryan Warren said the company is excited about the new partnership and the opportunity to educate children and adults.
“BrightGuard and ACS have very similar values,” he said in a statement. “This partnership will help educate fans and athletes on ways they can enjoy outdoor activities safely, as well as methods of cancer prevention and treatment.”
BrightGuard partners with organizations, government agencies and companies to install its SPF 30 sunscreen dispensers in public and private spaces for consumers to use, free of charge. The dispensers can be either stand-alone or mounted on walls.
The weather-resistant product features a refillable pouch of sunscreen, and the cover has a mirror and a lock to prevent theft or tampering. The dispenser’s faceplate can also be customized with a company’s logo or marketing message.
Prices range from $70 for a dispenser to $200 for a pack of four 1,000-milliliter sunscreen bags.
Clients include Coppertone, the city of Tampa, Fla., the Nevada Cancer Coalition and the city of Gainesville Parks, Recreation and Cultural Affairs Department in Georgia.
BrightGuard, which moved its headquarters last year from Westlake Village to Newport Beach, launched in 2014 and has installed over 4,000 dispensers in the U.S. and Canada. Warren got the idea for the company after a close friend was diagnosed with skin cancer.
Faith and Family
Rancho Santa Margarita marketing agency FrontGate Media was named the agency of record for Christian media company GOD TV this month.
FrontGate will be responsible for the network’s digital advertising and promotions, as well as push the company’s goal “to reach 1 billion people in the digital space each month” with Christian content, according to GOD TV.
“We are honored to come alongside this network and introduce their new promotional partnership options to help ministries, businesses and influencers to create impact through GOD TV,” FrontGate Media Chief Executive Scott Shuford said in a statement.
Founded in 2001, the agency specializes in marketing to Christians and offers public relations, marketing, media buying and strategy development services.
Washington D.C.-based socially conservative news and opinion website WorldNetDaily brought on FrontGate last year to help promote itself to the faith-based marketplace.
