Branding a Greener Future

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  • Books

posted by Brenton on February 26th, 2010

Brand Challenge
Develop a company name, with brand image and messaging that gets the attention and interest of cement, steel manufacturing and primary industry CEOs who are driving their companies to be more environmentally friendly.

Solution
The choice of company name ‘Found Energy’ reflects the capability of the company to capture wasted heat and convert it to power that reduces carbon foot-prints. While ‘competitive’ initiatives are product feature selling, Found Energy marketing materials speak directly to the motivations of the target audience—better corporate citizenship.

Results
Positive feedback at the highest levels of the target organizations. Found Energy is being noticed and gaining audiences with decision-makers.

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Hi! I’m Delaney.

posted by intern on February 24th, 2010

Hello! I’m Delaney Swanson and I will be interning at MFX Partners for the next three months. I am in my second year at the University of Waterloo working to complete a Bachelor of Knowledge Integration. This is a new program that promotes problem solving through the use of interdisciplinary know-how, critical thinking and design. I am also looking to concurrently earn a three-year Bachelor of Fine Arts. I’m not sure what I want to do in the future, but I know that I enjoy my studies and my hope is that they will lead me to doing work that I enjoy as well. I am really excited that at MFX I get the opportunity to be doing work surrounding the things I like to study.

Outside of my studies I am a big fan of coffee, sports (though I’m not all that good at them), yoga, hiking, reading, and general adventurous shenanigans. I love meeting cool and interesting people and experiencing and learning about new things. I have particular interest in learning about where food comes from, and have particular interest in learning about the system of coffee production, which I plan to study for my thesis project in fourth year. I already love the atmosphere here in the office and I know that this will be a fun and challenging three months.

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Introducing Joan

posted by intern on February 24th, 2010

Hi! My name is Joan, I’m one of the new Social Design Interns at MFX Partners. I’m a student at the University of Waterloo studying Systems Design Engineering and Knowledge Integration. I love spaces without ceilings. I find duct work, plumbing and other building mechanicals fascinating. I also need to remind myself not to look directly into light fixtures.

I believe people can do incredible things. I never want to own a car. I think the Kitchener Waterloo Symphony is amazing. I’m currently reading: “Here Comes Everybody” by Clay Shirky; “Cradle to Cradle” by William McDonough and Michael Braungart; and a ridiculous number of historical romances. I’m also waiting for the release of “Conspiracy of Kings” by Megan Whalen Turner. I’m following the anime series “Nodame Cantabile” and “Full Metal Alchemist” and reading the manga “Skip Beat.” I collect library cards. When I have time I figure skate, paint, write short stories, and join community music groups.

I also write a lot of sentences that begin with the word “I”.

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Posted in internships | 1 Comment »

Day one, Post one

posted by intern on February 24th, 2010

First day was Monday and here’s my first blog entry …

My name is Rachel Morris and I am currently a student in the Graphic Design program at Conestoga College. Now in my final year of school, I’m starting to explore my options and try to figure out where to go from here; what better way to start than by dipping a toe in the waters of the design world at MFX Partners. So far so excellent and I’m excited for the days and learning experiences to come!

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Designing Community

posted by Brock on February 23rd, 2010

I run an event in Kitchener-Waterloo called CultureCamp. It’s part of a group of projects focused on our community and something that MFX has begun to support with two Social Design Interns. The larger project related to CultureCamp is the social network supporting the events during the in-between time. So far we’ve done three (3) CultureCamps and the reviews have been very positive.

So what’s CultureCamp?

CultureCamp is a user-generated “unconference”—an open, creative, participatory workshop-event, whose content is provided by participants related to an emerging understanding of culture.

CultureCamp will invite participants from the community to come share their ideas about our city.

Anyone can present a session or host a discussion around a topic of interest. Session order is decided at the event and generated by participants.

So what happened at the event? Well, this for one—a crowd-sourced zine made by participants at the day.

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