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Trouble finding your brand voice? Ask your imaginary friend

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When a marketing firm has to brand itself, a few challenges can arise. The way Imagine Communications streamlined its process might seem unusual, but it works.

LAS VEGAS, May 2, 2025 /PRNewswire-PRWeb/ — As a marketing firm, we’ve helped hundreds of clients define their brand and deliver a consistent voice. When it came time to revamp our own website and voice, though, we realized we’d need to approach things differently than we had in the past.

“If you look at Imagine as a whole, thinking of something absolutely everyone would like is kind of impossible. Gene allowed us to have a filter to just run things through,” said Cynthia Hartness, Art Director and Webmaster.

With many creatives on board, it’s easy to get caught in the trap of “too many cooks,” with everyone weighing in and the end product being an imperfect mosaic. There’s also the problem of seeing too much. Data overload can result in a Gestalt picture that’s impossible to distill into a simpler, concise brand.

“Branding something you’re really close to is so hard,” explained Cynthia Hartness, Imagine’s Art Director and Webmaster. “You see too much, you know too much. It’s the same reason I’ve never painted portraits of my children!”

Our solution was to step back and treat ourselves like a client. That meant not having the whole team involved, and only showing leadership progress on the new campaign at determined intervals. It also meant conjuring up a consistent brand voice that could represent us without being us.

It’s hard to say when Gene, the voice of our new website, materialized. Hartness worked closely with Account Director Bobby Long and Designer Montana Black, first deciding what they liked about how certain people they knew communicated. As they focused on certain traits, “Imagine” became “Gene,” and they started asking themselves WWGS (what would Gene say)? And what is Gene like?

Gene is friendly, honest, straightforward, serious but a bit funny — Gene’s the person in the office who always has a joke on hand but also does the best work. Gene puts you at ease, and you can trust Gene.

A brand voice must speak for a whole team collectively but not seem like it’s coming individually from any one of the team members. A persona like Gene helps content come alive, with a consistent and engaging personality, as opposed to a wall of text that sounds written by committee.

“We were trying to figure out how to do this and we said ‘wait, let’s not try to guess what real people would think, let’s make up a person,'” Hartness said. “If you look at Imagine as a whole, thinking of something absolutely everyone would like is kind of impossible. Gene allowed us to have a filter to just run things through.”

Long said Gene’s personality was shaped by current trends in web development, too: Gene favors short, social-media-length bits of information over lectures. A dash of humor complements all the expertise and data Gene can offer. And being on the client side of this process was also eye-opening, he said.

“When trying to develop a brand voice, clients sometimes say they won’t know until they see it, and now I get what they mean a bit more,” Long added.

The true test was when company founder Alex Raffi checked out the website’s refreshed look and voice. Raffi founded Imagine Communications in 2000 and hand-picked each employee over the past two dozen years — but he’d purposely not involved himself in this new rebrand. Would Gene’s authenticity hold up?

“I’m looking at the work and it’s giving me nostalgia goosebumps, because it 100% makes sense to me,” Raffi said. “It called back to discussions and philosophies we’ve shared over the years…a lot of what I really believe was in there, and yet I wasn’t involved. It felt like that old show, ‘This Is Your Life.'”

Raffi has described the magical moment in marketing when a client sees what you’ve come up with and it clicks. You can see it in their eyes, he said, and it can be quite an emotional experience for a business owner when the ideas are on target. Like Long, suddenly Raffi knew what things felt like in the client’s seat.

We credit Gene with the win, and we plan on keeping him around for a while. Luckily, imaginary friends work for peanuts!

Media Contact

Celestia Ward, Imagine Communications, 702-296-6792, cward@weareimagine.com, www.marketingwithimagine.com

View original content:https://www.prweb.com/releases/trouble-finding-your-brand-voice-ask-your-imaginary-friend-302443750.html

SOURCE Imagine Communications

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Truck Accident Attorney Network Relaunches Website to Expand Nationwide Visibility and Elite Truck Accident Lawyers

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LOS ANGELES, April 20, 2026 /PRNewswire/ — Truck Accident Attorney Network is proud to announce the official relaunch of its newly redesigned website https://www.truckaccidentattorneynetwork.org/, making it a major step forward in its mission to connect accident victims with highly qualified, experienced truck accident lawyers across the United States.

The updated platform features a modern design, an improved user experience, and enhanced functionality to better serve individuals seeking legal representation after serious truck accidents. With a renewed focus on nationwide growth, Truck Accident Attorney Network aims to expand its reach like never before to help people get top-performing attorneys who specialize in complex truck accident litigation.

Unlike other traditional legal directories, Truck Accident Attorney Network aims to implement a strict vetting process to ensure that only highly experienced attorneys are included. All the candidates that are considered must meet the organization’s rigorous membership standards, which can be reviewed here: https://www.truckaccidentattorneynetwork.org/membership-criteria/.

“Unlike many legal directories, attorneys can’t just sign up and advertise on our website. Every attorney must meet our membership criteria and demonstrate experience handling truck accident cases. The purpose of the Truck Accident Attorney Network is to ensure injured victims can connect with qualified truck accident lawyers, not just any personal injury attorney. Our goal is simple — when someone finds a lawyer through https://www.truckaccidentattorneynetwork.org/, they know they are being connected with an elite attorney who has real experience handling serious truck accident cases.”

To prioritize quality over quantity, Truck Accident Attorney Network ensures that only attorneys who possess the track record and expertise needed to tackle high-stakes truck accident claims are available to choose from. The relaunch reinforces the website’s commitment to transparency, trust, and results – driven legal connections.

For more information, visit https://www.truckaccidentattorneynetwork.org/.

View original content:https://www.prnewswire.com/news-releases/truck-accident-attorney-network-relaunches-website-to-expand-nationwide-visibility-and-elite-truck-accident-lawyers-302747839.html

SOURCE Everest Legal Marketing

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Trutankless® Expands GEN3 Lineup with 208V Unit Built for Condos, Multi-Family, and Light Commercial Use

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Engineered for 208V environments, the new unit delivers a compact, energy-efficient, low-maintenance alternative to traditional tank water heaters

SCOTTSDALE, Ariz., April 20, 2026 /PRNewswire/ — Trutankless® today announced the release of its GEN3 Commercial 208V Unit, now in stock and available through wholesalers nationwide, bringing its award-winning “Smart” technology – trusted in homes across the country – into light commercial environments for the first time.

Built for environments like salons, restaurants, fitness studios, and multi-unit properties, the GEN3 208V unit gives business owners a simple, reliable solution: consistent hot water, no downtime, and less maintenance.

A Smarter Upgrade for Commercial Spaces

Many commercial and residential buildings already operate on 208-volt electrical systems, making the GEN3 unit an easy transition from bulky, high-maintenance tanks to a more modern, energy-efficient solution.

With a compact, wall-mounted design and advanced internal controls, the system is designed to perform under pressure, especially during peak business hours when hot water demand is highest.

Key Features & Smart Capabilities Include:

Precision Temperature Control
Advanced solid-state electronics continuously modulate power to maintain consistent water temperature within a fraction of a degree, even during peak usage times.

Low-Maintenance, Long-Life Design
A proprietary heat exchanger is engineered to resist scale and mineral buildup, helping extend the system’s lifespan and significantly reduce the maintenance typically required with traditional tank heaters.

Smart Monitoring & Proactive Maintenance
Integrated Wi-Fi connectivity transforms hot water management from a reactive task into a proactive strategy. Through a centralized digital dashboard, property owners and facility managers gain a comprehensive view of system performance across one or multiple units.

Proactive System Health – Predictive diagnostics help identify potential issues before they lead to downtime.Preventative Oversight – Real-time status updates and maintenance reminders help ensure systems operate at peak reliability.Comprehensive Dashboard – Monitor performance metrics, track energy usage, and manage multiple units from a single interface.Smart Alerts – Instant notifications enable faster troubleshooting and help minimize service interruptions.

 

Space-Saving Installation
The sleek, wall-mounted design frees up valuable floor space, giving businesses more room for operations, storage, or customer-facing areas.

Energy-Efficient Operation
By eliminating standby heat loss, the GEN3 unit helps reduce overall energy consumption, lowering utility costs while also supporting a smaller environmental footprint.

Meeting Growing Demand for Electric Solutions

The launch comes as more businesses look for efficient, electric-first infrastructure that is easier to manage and more cost-effective over time.

“The feedback from our partners and early adopters has been nothing short of spectacular,” said Guy Newman, CEO of Trutankless®. “We’ve seen a massive surge in demand for a high-performance 208V solution that doesn’t compromise on reliability. The GEN3 Commercial unit is the culmination of years of engineering – it’s smarter, tougher, and more efficient than anything else on the market.”

Available Now Through Wholesale Partners

The GEN3 Commercial 208V unit is now in stock and available through authorized Trutankless® wholesale partners nationwide.

For more information or to find a local distributor, visit www.trutankless.com.

About Trutankless®
Trutankless® is a leading innovator in electric tankless water heating technology, focused on delivering high-performance, energy-efficient solutions for residential and commercial applications. Based in Arizona, the company continues to push the industry forward with smart, space-saving systems designed for modern living and working environments.

View original content to download multimedia:https://www.prnewswire.com/news-releases/trutankless-expands-gen3-lineup-with-208v-unit-built-for-condos-multi-family-and-light-commercial-use-302747862.html

SOURCE Trutankless

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LITO Announces New Collaboration Bringing Exclusive Contemporary Artist Editions to Sotheby’s Online Marketplace

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The initiative sees artists create new works designed from the outset for high-quality, limited editions.

NEW YORK, April 20, 2026 /PRNewswire/ — LITO, a pioneering printmaking company redefining how art is created and collected, is pleased to announce a new collaboration that brings exclusive, museum-quality contemporary art editions to Sotheby’s online marketplace. The collaboration introduces a curated program of LITO Editions by leading international artists, offering collectors a new way to acquire highly refined, limited-edition works conceived in direct collaboration with the artists themselves.

LITO Editions are authentic works of art conceived in direct collaboration with artists, who imagine original work specifically for the format. The pieces are then developed into limited editions at LITO’s Technology Lab, an in-house research and production facility where engineers, technicians, and print specialists have developed the company’s patented Hi-Rnd© process. The lab brings together precision engineering and artistic collaboration to produce works that capture texture, color, relief, and brushstroke detail at multiple scales. Produced in limited runs, the editions are each hand-signed and numbered by the artist.

The initiative begins with an exclusive series of LITO Editions by acclaimed American portrait artist Kehinde Wiley. The series is based on his 2008 painting Triple Portrait of Charles II. Drawing on the historical tradition of multi-view portraiture, these works explore identity as layered and constructed rather than singular. Each piece is produced as a high-resolution print on Aludibond, set within an aluminum frame. The compositions feature engraved floral elements against mirrored backgrounds, available in Gold, Dark Mirror, and Mirror finishes, with select works also offered in a blue variant. Available for immediate purchase on Sotheby’s online marketplace, the editions are priced between $8,000 and $15,000, expanding access to Wiley’s work while maintaining the highest standards of craftsmanship.

Wiley’s editions are currently on view at Sotheby’s galleries in the Breuer Building in New York through April 24, offering collectors and the public an opportunity to experience the artist’s work and LITO’s high-resolution editions firsthand. The presentation highlights the depth, texture, and dimensionality that define LITO’s approach and underscores the collaboration’s emphasis on in-person engagement.

“The marriage of art and science is one that’s been known and storied. There was, prior to the camera, an assumption that art was the ultimate authority of truth in history. Now with new technology, art is freed to take on new responsibilities, and to be able to tell other types of stories,” said Wiley. “Working with Sotheby’s, LITO, and LITO’s technology has also allowed me to go back into my archive and rethink paintings that had been done years ago and these editions are part of a grand tradition of artists playing with the leading edge of technology.”

“As the art market continues to evolve, the collaboration signals a broader shift toward new formats and technologies that expand how art is created, distributed, and collected, without compromising on artistic intent or quality,” said John Dodelande, CEO of LITO. “By creating a new asset class within the art market, our technology will allow a new generation of collectors to experience and immerse themselves in the art world in a way that limited supply may have otherwise precluded them from.”

“Beginning a collection with editions offers an exciting and accessible entry point into contemporary art,” said Cynthia Houlton, Sotheby’s Senior Vice President and Global Head of Demand Generation & Marketplace. “Through our collaboration with LITO, collectors can acquire high‑quality works directly from the artist, reinforcing both authenticity and a meaningful connection to the creative process. Exclusive to Sotheby’s, these editions carry a compelling sense of rarity while remaining approachable. By presenting them on our Marketplace, we aim to welcome new audiences and invite discovery of exceptional art in a way that feels both inspiring and inclusive.”

New releases and exhibitions will follow throughout 2026, with monthly drops planned alongside presentations in New York, Los Angeles and London, including a Sotheby’s showcase in London from April 29 to May 17 and in Beverly Hills from May 18 to May 31.

Founded in 2022 and based in Bregenz, Austria, LITO already operates showrooms in Paris, London, and Bregenz, reflecting its growing international footprint. The company has collaborated with a wide range of internationally recognized contemporary artists, including Amoako BoafoDaniel ArshamCamille Henrot, Jia Aili, and Peter Halley, among others, advancing a model that creates new pathways for artists while extending the reach and accessibility of their work.

ABOUT LITO:

Founded in 2022, LITO is a forward-thinking printmaking company based in Bregenz, Austria. Through its patented Hi-Rnd© technology, LITO produces high-rendered limited editions that capture the texture, color, and dimensionality of original artworks with exceptional precision. Working in close collaboration with leading contemporary artists, LITO creates editions that are hand-signed, numbered, and conceived specifically for this innovative format.

ABOUT SOTHEBY’S

Established in 1744, Sotheby’s promotes access and ownership of exceptional art and luxury objects through auctions, private sales and retail. Our deep expertise across 70 selling categories is supported by a leading technology platform and a global network of specialists spanning 40 countries. Selling categories include Contemporary Art, Modern and Impressionist Art, Old Masters, Chinese Works of Art, Jewelry, Watches, Wine and Spirits and Design, as well as collectible cars and real estate through RM Sotheby’s and Concierge. Sotheby’s Financial Services is a leading art lender and provides capital solutions for collectors around the world, having originated more than $12 billion in loans since its inception. Sotheby’s new global headquarters is now open at the iconic Breuer building at 945 Madison Avenue in New York City.

PRESS CONTACTS:

For LITO: Ashley Hansen, Forward Global, ashley.hansen@forwardglobal.com
For LITO: Kyle Boulia, Forward Global, kyle.boulia@forwardglobal.com
For LITO: Sloan Savage, Forward Global, sloan.savage@forwardglobal.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/lito-announces-new-collaboration-bringing-exclusive-contemporary-artist-editions-to-sothebys-online-marketplace-302747855.html

SOURCE LITO Editions

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