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our identity

Derrida on the Stoa: Branding as Myth

May 11, 2011

thinking: a brand is not something you can design.

You may be saying to yourself: “But we hear about branding all of the time. Lots of companies do branding.”

They might think they do, but they don’t. No one company can do branding, for themselves or for anyone else.

So if branding is not a service anyone can offer, but branding is indeed something applied to a company, then who does it?

To a degree, you do. Your friends do it, and everyone else in the world for that matter, each in their own way. We do it too, not as a company but rather as individuals just like you. We certainly wouldn’t dream of billing for it, that’s for sure. Here’s why: (more…)

12 Comments. Categorized as identity, thinking.



It’s not Disneyland, and it’s awesome.

September 29, 2010

things we like: nordkyn

Nordkyn logo

An idle mandate of eleven-seventeen is thinking about, identifying, and cataloging a visual ‘grammar’ of our region; the various shapes, colors, themes, and other visual details that are characteristic of Thunder Bay and the surrounding region. So, naturally, we look to other ‘northern’ areas to see how they’re expressing their identities. The new Nordkyn tourism identity by Oslo’s Neue (for the most northern point of mainland Norway) is a supreme example of how design elements can expressively reflect the character of a place. In the case of Nordkyn, it’s “Where Nature Rules.” (more…)

No Comments. Categorized as graphic design, identity, regional grammar, things we like.



Bringing the Layers Together

September 16, 2010

new work: thunder bay film experience

Thunder Bay Film Experience logo

The Thunder Bay Film Experience is an online resource for local and out-of-town film producers to find talent and locations in Thunder Bay and region. It also provides an overview of the region’s burgeoning film community, including its long history and its impressive list of films currently in production. In essence a film commission, the idea was initiated by a coalition of local film producers and brought to life by Thunder Bay Community Economic Development Commission (CEDC). eleven-seventeen was brought in to provide a website content strategy and design to satisfy the needs of a diverse film community. The design had to work within the City of Thunder Bay’s content management system, and be supported by an identity system to protect the project as it grows. (more…)

No Comments. Categorized as identity, new work, website design.



Something NEW

September 3, 2010

new work: Northwest Employment Works

Northwest Employment Works

When the Province of Ontario unveiled its new Employment Ontario training and placement programs, many service providers needed to make some identity changes to better reflect their new mandate. Job Connect, the largest employment service provider in Northwestern Ontario, chose us to help them make this shift with a new identity and collateral, including visual identity standards. (more…)

No Comments. Categorized as graphic design, identity, new work.