Please log on to: www.issuu.com and take a look around.

I’ve always been interested in self-publishing. I now find that with issuu, I can overcome the cost aspect (printing and distribution) by creating electronic print versions (online). I believe issuu offers simply, a professional and visually appealing approach to viewing pdf files on the Internet. I also think it’s up to forward-thinking individuals to find innovative new ways to use (and benefit from) the interface issuu provides. It’s interesting…as I am a very strong, highly experienced and traditional print designer. I’ve worked in the industry for nearly 40 years. I love print and do not believe it will disappear (completely). I strongly feel that print is a crucial aspect of an effective marketing and branding media mix. This is different. This opens new opportunities and could re-invigorate print in many ways. It’s certainly worth a look.

I’ve been designing new pdf documents to upload to my website and send directly, through email links to many of my friends and business contacts. Please, take the time to look into issuu. I think you’ll be intrigued when you consider the possible ways in which you can use this application as a communications tool. Add it to your marketing, branding and visual communications approach.

I have no connection to issuu and stand to benefit in now way from this post. It’s simply a personal observation and my subjective business take on what I’ve found and subsequently developed for my own purposes.

This is an experimental, new web presence for MillsIdeas, parent firm to four subsidiaries; Thomas Mills & Associates, a full-service marketing, design and communications firm, Studio 721, fine art studio and gallery, Mills Gaming Systems, a boardgame and scenery development firm and Altruis, an entrepreneurial start-up offering visual communications for nonprofits.

The reason it’s experimental? Please allow me to explain.

With the implementation of this WordPress blog site, I’m essentially leading by example. For the past year and a half, I’ve been advocating the development and use of “disposable” websites. Though I am, in many instances, anti-template (as a design professional), I also am open-minded, and more importantly…I have learned how to recognize opportunity. I see the world changing so rapidly, that we must all (especially Americans) adapt and be able to change direction without great expense and with great speed.

Though I still believe in the efficacy of professionally-built sites for many businesses (especially large businesses and/or corporations) and recognize and acknowledge the need for e-commerce for many…I think small businesses and individuals can benefit greatly from the use of sites that are inexpensive to create, easily customized, updated and managed (by the site owner). I’m not saying that the latter should necessarily avoid nor choose to work with web design and development professionals. I am suggesting that you explore inexpensive, adaptable, short-term usage (topical, current content) web sites (i.e. blog engine templates).

Today, I believe that it’s more important to be actively involved on the Internet, using and adopting social media and social networking…all the while – being quickly able (yourself) to change the way in which you are represented and display your capabilities, or skill set, to the world. WordPress templates have become very easy to customize. That means, for a nominal investment…you can adapt a template to incorporate your logo, change the color scheme and set it up to best suit your needs and worry less about looking like someone else and more about being current, and…being there.

This comprehensive effort was undertaken by a synergistic, internal College Branding Initiative Team consisting of; Karen Visser, Marketing Director, Karen Matson, Design Instructor, Michael Keller, Honors English Instructor (and former Principal of the Keller/Moleski Advertising Agency), Steve Walman, Business Law/Accounting Instructor, Thomas Mills, President of MillsIdeas, llc and Advanced Graphic Design Instructor and Thomas Wrench, recent Kalamazoo Valley design graduate. Matson and Keller functioned as co-creative directors, Walman as a business advisor. I am the acting lead for both design and ideation aspects of the project. Wrench was hired for his skills as a junior designer and nationally-recognized young, collegiate photographer. Collectively, senior team members applied more than 150 years of industry-related marketing, design, branding, advertising and identity-development experience to the project.

A logo is not a brand. And, .edyou™ is not a logo, at least, in the traditional sense…it’s a visual manifestation of the Kalamazoo valley brand experience. I conceptualized .edyou™ and defined this new visual approach to branding as a ThoughtMark™ (a creative aspect) that, combined with two, traditional graphic elements, was created to form a new, three-part Branding Identity Toolkit for Kalamazoo Valley Community College. “Dot” edyou™ is beautifully simple and, at the same time, interestingly complex in an evocative, multi-faceted way. It assumes multiple roles, in that, each observer can appreciate and assimilate the nature of this ThoughtMark™ from their personal perspective.
What was it intended to represent? The answer differs and is unique to each and every one of us. It depends somewhat on our relationship to the school.

As a student, it’s an invitation to contemplate and engage in your education; on your terms, at your own pace, on your time frame, at a price you can afford. It’s also a reminder that the application of your education is dependent largely upon you, and what you ultimately make of it. The interrupted speak-bubble layout itself, in close proximity to .edyou™ is suggestive of people speaking “with” each other–in conversation, not just us, the school, talking “at you.” Two way communication. And, it infers the that you may return to the community college repeatedly throughout your life to benefit from perpetual learning, relevant, topical workforce preparatory studies and the acquisition of new skills.

As a faculty member, .edyou™ is part call to action. It’s a reminder that you work for and are an essential part of a very adaptive, innovative educational enterprise and that research has underscored just how approachable and committed you are to the future success of each and every Kalamazoo Valley student. It also represents the personal focus you bring to the classroom and your willingness to make sure each student is recognized individually and not as a number.

Research conducted to support the re-branding of Kalamazoo Valley, indicated the school to be a very student-centric organization. This means that administrators and staff at Kalamazoo Valley are essential, as are all of us in the KVCC community, for the ultimate long-term success, viability and strength of the school’s brand “engaging students.” Kalamazoo Valley is, in reality, a service brand and can be strengthened or weakened at every point of contact. .edyou™ is a steadfast reminder that we all must lead by example and “live the brand,” every day, all the time.