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Fresh Thinking

Category Archives: Design

The Acres: Client Shout-Out

The Acres: Client Shout-Out

By | Clients, Design, Websites | No Comments

This week’s post is going to be half congratulatory, half self-congratulatory. ‘Cause guess what? We finished The Acres’ new website! And we must say, it’s looking pretty snazzy. Which is good news for them. And good news for us, too!

The Counterintuity team had tons of fun learning more about the art of dressage, sorting through photos of The Acres’ beautiful facility, and compiling the timeline for Jan Ebeling’s impressive career.

We’re incredibly proud to unveil this site, and wish The Acres all the success (and satisfied clientele) in the world!

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Is Changing a Logo a No-No?

By | Branding, Design | No Comments

Okay, guys. Big news. Google has changed its logo.

Yes, Google temporarily alters its logo for special occasions and holidays, but the latest sans-serif modification is its biggest change in 16 years – and it’ll be sticking around for the foreseeable future.

While it might seem…dare we say it…counterintuitive for a company to mess with its beloved logo, when done properly it can be a great way to revitalize a tried-and-true trademark. What makes Google so impressive is that even with an obvious change in typeface, its logo is still instantly recognizable. You see those colors and you think Google. You just do. Now that is successful branding.

Keep in mind that a good logo should be:

  • Simple. Clean lines, a pleasant color palette, and a good name go a long way.
  • Timeless. You want your logo to last. Steer clear of anything too trendy – it’s likely to look outdated sooner.
  • Accessible. A logo needs to fit in lots of different spaces and be usable for many different purposes.

Becoming a household name is something many companies strive for and few accomplish. But with a memorable logo and proper marketing, Google-like status might not be as far out of reach as it seems.

What do you think of Google’s new get-up? Let us know in the comments below!

C Is For Cake

C! is for Cake

By | Design, Fun, News, Websites | No Comments

Guess what, guys? We launched our redesigned website! To celebrate, we threw ourselves a little party with a lot of cake.

And Hawaiian Punch. Because what’s a party without Hawaiian Punch?

C Is For Cake

We even had some party blowers, just for fun.

C Is For Cake

…Some of us had a bit too much fun with said party blowers and forgot to pose for the group photo.

C Is For Cake

Thanks to our amazing team of graphic designers, copywriters and project managers for making this redesign possible. If you’re ready to take your website to the next level – we’re only one click away!

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Seeing that your branding works

By | Branding, Design, Email Marketing, Fun, Holidays | No Comments

One way to know that your branding — your logo, your colors, your style, etc. — is working is when you see that it works across different platforms, and that others have started to adopt it.

Sure, we designed and ordered this Counterintuity bento mug ourselves (and if you want one, let us know — we have a few left):




But last night, at our annual holiday party, people started bringing things of their own design. Like this Counterintuity floral arrangement, courtesy of our party planners:



And these Counterintuity cupcakes, from our caterer:




And this Counterintuity vase from our party planners (note how even though our logo isn’t on this vase, our branding comes through in the color pattern):



But, get this, one guest cared enough to go ahead and order boxes of these Counterintuity cake pops all on his own to hand out. Thanks, guy! (They were pretty tasty, too.)



So were we proud to see all of this? Sure. And sorry if we’re sounding braggy. That’s not the intent. It was just great to see how well our logo and our colors are working for us.

(Not sure about your own branding? Give us a call.)




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Creative vs. non-creative

By | Culture, Design, Email Marketing, Fun, Holidays, Strategy, The Future | No Comments

Recently, we’ve been having discussions internally about the Counterintuity culture. We started that conversation in October as part of our planning for next year, brought it into our annual retreat, and now it’s feeding into our work writing and designing a new Counterintuity website (launching early next year).

Questions we’ve been asking:

  1. What makes Counterintuity different?
  2. What makes Counterintuity fun?
  3. What does Counterintuity do?
  4. What makes Counterintuity successful for clients?
  5. If you could tell someone one thing about Counterintuity, what would it be?

The idea that being fun and different should be a given is what leads us to things like, say, the image on our holiday invite this year:




We’ve heard from a lot of people about how much they love this image. We’ve also heard from some of them that “of course” that idea came from Amy or myself, i.e., the owners.

Well, no. The idea to do an “awkward family photo” invite came from Jaclyn, our operations supervisor, who ensures that everything here operates like a well-oiled machine. And who started here four-and-a-half years ago as an assistant.

Her position here isn’t as what some marketing companies would call “a creative.” (Sure, she’s always been clever; that’s part of why she got hired.) We don’t believe in separating people into “creative” or (heaven forfend) “non-creative.” We put everybody together and ask for us all to be creative, whether you’re a writer or a designer or a primary phone-answerer. We’ve found out that that’s part of what makes us different.



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Client Spotlight: Scott Thomas Interior Design

By | Clients, Design, Email Marketing, News, SEO, Websites | No Comments

The Client: Since 2004, Scott Thomas Interior Design (formerly Thomas-Somero Design) has produced electric and eclectic original designs for all styles of homes and workplaces from concept to design. The firm is located on the corner of Sunset and Vine in Hollywood, CA and specializes in both residential and commercial interior design projects. Their roster of clients includes everything from celebrity clientele throughout Los Angeles and Palm Springs to such Los Angeles landmarks as the Hollywood Roosevelt Hotel and the Hyatt Group.

The Task: Scott Thomas Interior Design boasts an impressive track record of delivering clean, concise and fresh interior design projects to their clients. Scott Thomas wanted his marketing presence to reflect that same aesthetic both on- and off- line.

Our Work: Counterintuity conducted a marketing strategy session with the client to assist with rebranding. Counterintuity then rebranded the firm with a new name, new brand colors and new logo, designed and developed a new website with mobile optimization and search engine optimization, and performed copywriting and social media customization. We capped it all off with three web videos, new business cards and letterhead, and also a downloadable “Look Book” to incentivize onsite email signups.

Results Achieved:

Since the launch of new marketing for Scott Thomas Interior Design, several previous clients, as well as new leads, have contacted the firm. In addition, the company has a new and growing list of prospects following them through social media.

“I love my job, my work and the people I work with. What I don’t love is marketing and it began to show after a while. Enter Counterintuity – they were the best people for the job. Our working relationship was excellent and I got exactly what I wanted. I let them do what they do best and they ran with their ideas while keeping me informed along the way. I was very happy with the results.”

– Scott Thomas, Principal + Designer,
Scott Thomas Interior Design


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Client Spotlight: Partners in Special Education

By | Clients, Customer Service, Design | No Comments

The Client: Partners in Special Education provides long and short term quality education services to charter schools, school districts and other educational institutions. They provide excellent, focused, and cost-effective assistance to students ages 4-22 and work collaboratively with clients to create customized programs and services.

The Task: Create a brochure that could work with their existing brand but also update their look.

Our Work: Working from their website, Counterintuity brought a fresh look to the brochure, and also ensured that the content was organized in an easily digestible fashion.

Results Achieved:

“Partners in Special Education needed a brochure in line with their existing brand and Counterintuity thoroughly delivered. Thanks to Counterintuity’s stellar response time and a quick turnaround, the process went smoothly and a fantastic brochure was successfully delivered!”

– Faith Chan, Online Marketing Lead,
Education Management Systems, Inc.
Partners in Special Education


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By | Clients, Customer Service, Design, Websites | No Comments

The Client:myBurbank.com is a locally produced website that works to capture both the Burbank community and the outside events that affect Burbank and its citizens. The site was originally launched on April 1, 2010 as BurbankNBeyond and has been updated with community news daily ever since.

The Task: Relaunch the site as myBurbank.com and institute a redesign and functionality improvements.

Our Work: Working from myBurbank’s new name and logo, Counterintuity brought a fresh look to the site, and also restructured the way content is organized throughout the site. We also. performed Search Engine Optimization and incorporated a Burbank Master Calendar that places local events in one convenient location—something no other website in Burbank has.

Results Achieved:

“After taking our former site, BurbankNBeyond, as far as we could, we wanted a name change and a new identity that would connect us more strongly to Burbank. After coming up with the myBurbank.com name, the challenge was to develop a website that was professional, yet had a hometown feel that Burbank people would embrace. That is why we turned to Counterintuity. 

After meeting with Lee and Amy, we were convinced that they not only had our best interests at heart, but were as excited about the project as we were. We relied on their expertise for all aspects and they delivered. They are well connected in the community and understood our needs. Not only was the new website design striking and extremely functional, but they also helped us with other aspects of our business, including branding and promotion. Once the site was live and functional, they were still there with constant support to make sure everything was right. If you are serious about what you want and need to stand out from the rest, Counterintuity is really your only choice and will deliver you long term success.”

- Craig Sherwood
President, Chief Editor
myBurbank.com Inc.