Shining Light on Lux Through the generosity of Mires and a group of San Diego creatives, an innovative
new art museum undertakes a
major capital campaign
What’s in a Name? With its new name—MiresBall—the largest brand design firm in San Diego signals big changes
San Diego, February 1, 2006—Mires, which celebrated its twentieth anniversary in 2005, will now be
known as MiresBall—the first in a number of changes designed to prepare for the firm’s next twenty years.
The new name signals the partnership of founding principal and creative director Scott Mires and John Ball,
who is also a long-time principal and creative director. Ball, a respected leader in brand development and
strategic design, brings a systematic approach to solving communications challenges to the firm.
“We challenge ourselves to create solutions that are both beautiful and bulletproof. This means creative
grounded in sound strategy and implemented with precision,” explains John Ball. “Good brand design never
sacrifices one for the other.”
The name change comes as the firm continues to grow. In 2005, company billings topped $4.1 million, a nearly
20% increase over the previous year. New clients added last year include ExxonMobil; Shure Incorporated, a
global leader in Pro Audio; and The Pebble Beach Company, host of the 2010 U.S. Open Championship.
“We’ve evolved into one of the largest independent brand firms in Southern California, partnering with
powerhouse brands like Wal-Mart, Starbucks, Intel and local favorite Taylor Guitars. With his vision and
tireless creativity, John has played an instrumental role in this growth. Changing the firm’s name to
MiresBall underscores the significance of John’s impact on our achievements,” says Scott Mires.
In tandem with the name change, MiresBall is unveiling a new firm positioning, focused on its expertise building
brands at what they refer to as “the intersection of lifestyle and innovation.” As Mires explains, “We believe
that the strongest brands tell both a lifestyle and an innovation story. In our experience, lifestyle makes brands
personally meaningful, and innovation keeps brands fresh and diverting. By combining elements of both, brands have
the greatest opportunity for success.”
The name and positioning—as well as a new visual identity and program—will be unveiled today on the
firm’s website, located at www.miresball.com.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
A Splendid Name for a Luxury Resort Mires makes “Terranea” Lowe’s new moniker for multi-million dollar project
San Diego, CA, November 14, 2005—Mires, San Diego’s largest brand design firm, has completed the naming and identity
development of Terranea Resort, Lowe Destination Development’s newest resort and real estate project in Palos Verdes,
California. The $320 million undertaking includes a 400-room hotel, 82 for-sale homes and a host of luxury resort amenities.
“We chose Mires because of their reputation as a highly strategic firm that could translate the stunning oceanfront
location and unique characteristics of the project into an identity that embodies the brand and will provide maximum
recognition in the long term,” said Michael Hardisty, senior vice president for Lowe Destination Development. “I think
we’ve accomplished our goal.”
Relying on extensive research, a propriety naming process and twenty years of brand development expertise, Mires named
the property “Terranea.”
“Long known by its working name, ‘The Resort at Long Point,’ the change to Terranea supports the perception of a luxury
class resort destination, suggests the resort’s coastal setting and Spanish architectural influence, and invokes the
romantic qualities of the Mediterranean,” said Mires principal, John Ball. “We look for a good ‘mental fit’ in a name—one
that resonates with its community, rolls off the tongue and, most importantly, is distinctive. Terranea met these criteria.
We expect the Terranea name to become as recognized as ‘Aviara,’ for instance, or the ‘Hotel Del.’”
“Terranea” combines “terra,” the Latin word for earth, with “nea,” from “mediterranea.” “It has a rich and romantic
quality,” said Ball. “Owning such a ‘feel good’ name should bring immense value to the project.”
Mires designed Terranea’s logo—waves breaking against sea cliffs—to further capture the uniqueness of the location and
add a visual element to the resort’s new brand identity.
Sale of resort homes is underway, with the resort hotel scheduled to open in early 2008.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
About Lowe Destination Development
Lowe Destination Development (LDD), a wholly owned hotel
and resort development subsidiary of Los Angeles-based Lowe Enterprises, has extensive experience in the development of
high quality resorts, hotels and golf course communities throughout the United States. LLD is currently responsible for
development and redevelopment projects valued at over $2 billion. For more information on Lowe Destination Development,
please visit www.LoweDestinationDevelopment.com.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
Spotlight Shines on Mires The firm’s work is included in the California Design Biennial
San Diego, CA, July 25, 2005—Work by Mires, San Diego’s largest brand design firm, is currently on exhibit at the
2005 California Design Biennial, hosted by the Pasadena Museum of California Art (PMCA).
The annual California Design Biennial is a juried exhibition of California’s most innovative and experimental creations
in graphic design, consumer products, fashion, furniture and transportation. The exhibit celebrates the creative energy
of California by featuring the visionary work of established and emerging designers throughout the state.
Mires’ “Bringing Lux to Light” brochure—a centerpiece of the Lux Art Institute’s capital campaign—was selected by PMCA.
“Mires is honored to be recognized by our peers and have our work shown at such a prestigious exhibition,” said John Ball,
a founding board member of Lux and Mires creative director. “We’re particularly proud of the Lux piece. It’s a great
example of visual and verbal storytelling bringing an innovative new concept—in this case a groundbreaking museum—to life.”
The Lux Art Institute, currently under construction in Encinitas, is the only institution in the country that includes an
onsite residence for artists from around the world, providing the public a unique insight into the creative process.
For more information about the Pasadena Museum of Art, visit www.pmcaonline.org.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
Creating a Powerful Sense of Place Mires partners with premier destination spa Rancho La Puerta
San Diego, CA, June 17, 2005—World-renowned destination spa Rancho La Puerta recently selected Mires, San Diego’s
largest brand design firm, to establish a new look-and-feel for the famous resort.
Starting with a flagship brochure, the work is expected to be a dramatic departure for Rancho La Puerta. The brochure will
create a strong sense of place and experience for the 65-year-old spa, highlighting its lush setting (3,000 acres in Tecate,
Mexico), rich history, passion for the arts and commitment to holistic wellness.
“At Mires, we help our clients make a strong lifestyle connection with consumers. Our goal for the brochure is to capture the
transformative nature of a week-long stay at the ranch,” said John Ball, principal and creative director at Mires.
Rancho La Puerta selected Mires because of its reputation for delivering world-class creative solutions. “Rancho La Puerta is a
premier fitness destination so it is important that our brand appeals to discerning travelers and is consistent across every
touch-point with our target market. Mires was an obvious choice for us. They excel at creating consumer desire and are known
for impeccable creative. We need a partner that can deliver a solution as unique as Rancho La Puerta itself,” explained Peter
Jensen, director of marketing for Rancho La Puerta,
Mires has collaborated with a number of destination-related clients, most notably Lowe Enterprises, a major resort developer,
and the Las Vegas Convention and Visitors Authority.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
About Rancho La Puerta
Family founded (by Deborah and Edmond Szekely, pioneers in the fitness spa
movement), owned and operated for 65 years, Rancho La Puerta is the original destination fitness resort and spa. With special
features such as an organic garden, meditation labyrinth and classes that enhance both the mind and body, today’s guests
enjoy the very best holistic resort spa experience. Each week, some 150 guests visit the resort to achieve ultimate relaxation,
reflection and rejuvenation. Rancho la Puerta is the ideal location for anyone who would like to live longer and enjoy the
benefits of good health. For more information about Rancho La Puerta, visit www.rancholapuerta.com.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
A Local Creative Standout Mires receives two American Marketer of the Year Awards
San Diego, CA, June 17, 2005—The San Diego chapter of the American Marketing Association (AMA) recently
honored Mires, San Diego’s largest brand design firm, with two American Marketer of the Year (AMY) Awards.
Mires received an AMY Award for Best Catalogue/Brochure for the firm’s “Bringing Lux to Light” capital campaign brochure—a
centerpiece of the Lux Art Institute’s fundraising outreach—and an honorable mention for an integrated marketing campaign
supporting the launch of Taylor Guitars’ revolutionary new Thinline Five-Way (T5) guitar.
“The Lux piece really brings the vision of Lux and its groundbreaking artists-in-residence program to life,” said John Ball,
a founding board member of Lux and Mires’ creative director. “We’re delighted to be honored for creating a strong sense of
place and experience around Lux, a particular challenge for an institution that currently operates without a permanent facility.
As a resident of North San Diego County, the success of Lux is important to me personally, and it has been rewarding to see the
museum attract so much local and national attention through Mires’ work.”
“Similarly, Mires is appreciative of AMA’s recognition of our work on the T5 campaign,” added Scott Mires, creative director. “We’ve
helped shape the Taylor Guitar brand for almost a decade, and with the launch of the T5, the company’s first electric guitar, we’ve
helped the company tap into to a new audience of guitar players. The electric market has certainly taken notice—the T5 is already
the best-selling guitar in Taylor’s 31-year history.”
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
National Recognition for Mires’ Creative Mires’ work for the Lux Art Institute earns three American Association of Museum Awards
San Diego, CA, May 10, 2005—Mires’ marketing program for the Lux Art Institute, an innovative “living” museum with an
artists-in-residence program, has garnered three first place prizes from the American Association of Museums (AAM).
AAM’s Publication Competition recognizes excellence in the design of museum publications. Out of 900 entries from museums
across American and around the world, only 24 first prizes were awarded; Mires’ work for Lux, the only local winner,
received three of them. Other first place winners included the Metropolitan Museum of Art (New York), J. Paul Getty
Museum (Los Angeles) and the National Gallery of Art (Washington, D.C.).
The Lux Art Institute won for best newsletter, event invitation and fundraising/membership material for budgets under $500,000.
“Mires has made an enormous difference in communicating the vision and personality of Lux. Their work has helped
people really grasp the project and concept,” said Reesey Shaw, executive director of the Lux Art Institute.
“Competing with the country’s world-class institutions—and winning—is a huge honor.”
The Lux Art Institute is an innovative museum under development in North San Diego County. Through a groundbreaking
artists-in-residence program, Lux will offer the public a unique insight into art and the creative process. Once
complete in mid-2006, Lux will be the only institution in the country that includes an onsite residence for
artists from around the world, providing an experience that goes beyond that of traditional museums.
"Mires’ outreach efforts for Lux are ultimately about generating local interest in—and support for—the
museum. Although national recognition of our creative is wonderful, the true measure of our work is its
success engaging local leaders and the broader arts community," said John Ball, principal and creative
director at Mires.
As a founding board member, Ball has worked closely with Lux to successfully promote the Institute through a
series of captivating invitations and other expressive materials—including a newsletter, web site and
documentary-style film. The projects came together through Mires’ pro-bono work and other in-kind and
printing donations from local businesses. Ball and Mires’ collective efforts have helped Lux attract a
committed group of volunteers and donors.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
About Lux
Titled “institute” and not “museum,” Lux’s concept is both dynamic
and novel: to foster the creation of art inspired by Southern California’s natural habitat. Lux attracts
nationally and internationally recognized artists to the region for its artist-in-residence program and
will be the only institution in the country with an artist’s residence incorporated into its facility. While
onsite, artists will produce commissioned works inspired by the natural world.
Lux will also foster insights into the creative process by staging opportunities for active dialogue
between visitors and resident artists engaged in creating. Currently, Lux’s education outreach program of
“Traveling Valises” brings original art to area classrooms and uses art as a springboard for creative
thought as well as academic activities linked to California State Standards. The Lux Art Institute is
under construction in Encinitas with a temporary building on-site at 1550 South El Camino Real. For
more information, please visit www.luxartinstitute.com.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
Mires & Taylor Guitars Make Sweet Music With the launch of the “T5” Guitar, Mires and Taylor collaborate to create a serious buzz
San Diego, CA, May 5, 2005—If you attended NAMM—the music industry’s big annual tradeshow—in January, you
might’ve had to jump out of the way of an “electrified” photo shoot. Musicians as varied as Jason Mraz,
Switchfoot, Story of the Year, Hanna-McEuen and La Ley made history as they played riffs on Taylor’s new
“T5 Thinline Five-Way” guitar and were snapped in true-to-life action with their guitars.
That was the beginning of the Mires-designed buzz.
Taylor’s revolutionary electric guitar—a radical departure for a company synonymous with acoustic
guitars—necessitated a new marketing direction. So, Taylor did what it’s done for a decade:
turned to brand design partner Mires for what they hoped would be a phenomenal launch. Explains
Jonathan Forstot, director of marketing for Taylor Guitars, “We develop amazing products and then
determine how to bring them to market. Mires understands our innovation-driven culture and offers
an equally creative approach to brand development.”
To accommodate Taylor’s unorthodox launch schedule—the T5’s early debut at NAMM and retail launch in
May—Mires’ task was to build buzz. After Taylor “seeded” the guitar with well-known musicians,
Mires created excitement leading up to the show by making creative use of the web with product
teasers and promotions—each one more compelling than the last.
Mires developed a web-teaser and hangtags in anticipation of NAMM, but the firm’s photo
shoot—a creative tour de force—began the weekend of the national event. Eschewing NAMM’s
bland tradeshow environment, Mires took the musicians “on the move”, snapping shots anywhere
they could capture the company’s “psychographic”—a shared passion for the guitar regardless of
age or background. Scott Mires describes the shoot, “We used this photojournalistic style,
literally running from venue to venue. It captured how the artists integrate the guitar into
their musical lifestyle, and because the T5 is electric, the photos also called up a Rock ‘n
Roll attitude. The results carry an authenticity consistent with the Taylor brand.”
Using the NAMM photography as a visual cornerstone, Mires developed a broad range of tools to
generate anticipation around the launch of the T5, including:
Online performances — a first for Taylor — highlighting the unprecedented versatility of the new guitar
A web promotion that encourages visitors to “refer a friend,” to double their chances of winning a
T5 prototype. They first introduced it to “Taylor Insiders” (recipients of the company’s
Mires-designed e-newsletters), then presented it on Taylor’s corporate site
A series of compelling T5 “electronic postcards” for Taylor fans to send to friends
A collection of posters of the T5 in the hands of Taylor’s “seeded” artists
A highly visual brochure targeting retailers and consumers
A point-of-purchase display for use in select Guitar Centers
A web feature packed with high-impact shots of the T5 and detailed product specifications is also in the
works, and Mires and Taylor are also planning a number of online community-building activities. As the
retail launch date approaches, these new promotions are expected to generate—and capitalize on—consumer
interest in the T5. “By leveraging the flexibility of the web,” Mires explains, “we have kept Taylor’s
T5 marketing fresh and evolving. Each time a Taylor enthusiast visits the company’s website, they are
greeted by new T5 promotions and information.”
Three-months into the marketing program, Mires’ efforts have made a measurable impact. For example, a
week after the T5 Prototype Giveaway began, 25 percent of “Taylor Insiders” had signed up, and more
than 85 percent of them had referred a friend. Already, the promotion has added almost 20,000 names
to Taylor’s e-marketing database—and for a relatively nominal expense. “When Mires feels strongly
about a creative direction, we move forward with confidence because they consistently deliver
results. Interest in the T5 is so high that we have tripled our daily production goals,”
concludes Forstot.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
About Taylor Guitars
Established in 1974, Taylor Guitars has evolved from a
small venture between co-founders Bob Taylor and Kurt Listug to the world’s most successful and highly
regarded manufacturer of high-end acoustic guitars. The company pioneered the use of computer
technology, lasers, and other high-tech tools and machinery to craft acoustic guitars with
unprecedented precision and consistency. The result is a blend of cutting-edge production and
hands-on attention to detail that has distinguished Taylor as some of the most beautiful,
musically inspiring, and easy-to-play acoustic guitars in the world. Based in El Cajon, the
company employs 358 people and currently produces about 248 guitars per day. Many of the most
popular musicians in contemporary music play Taylors, including Prince, Dave Matthews, Clint
Black, Jewel, Jason Mraz, U2, R.E.M., Kenny Loggins, Alan Jackson, Nanci Griffith, Maroon 5,
and Alanis Morissette. For more information about Taylor Guitars, visit
www.taylorguitars.com.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
Shining Light on Lux Through the generosity of Mires and a group of San Diego creatives, an innovative new art museum undertakes a major capital campaign
San Diego, CA, September 1, 2004—Mires, the largest brand design firm in San Diego, continues its commitment to the
arts with the completion of a major fundraising brochure for the Lux Art Institute. The creation of this large-scale piece
is an excellent example of the generosity and commitment needed to support many of Southern California’s cultural
institutions. Organized and managed by Mires, the project came together through the pro-bono work of an in-house designer
and writer, illustrators, photographers and a local printer. These donations, totaling more than $50,000 in value, have
helped Lux develop an important outreach tool for a nominal out-of-pocket investment.
The Lux Art Institute is an innovative museum under development in North San Diego County. Through a groundbreaking
artists-in-residence program, Lux will offer the public a unique insight into art and the creative process. When it
is completed in 2006, Lux will be the only institution in the country that includes an onsite residence for artists
from around the world, providing an experience that goes beyond that of traditional museums.
Mires principal and creative director John Ball has played an important role in the development of Lux. From a
communications standpoint, Lux has faced two primary challenges: how to convey the Lux concept—which lacks precedence
in the art world—to the public and how to create a strong presence while operating without a physical location.
A founding board member, volunteer and long-term strategic partner, John has worked closely with Lux to successfully
promote the Institute through a series of captivating invitations and other expressive materials—including a
newsletter, growing website and documentary-style film. John and Mires’ collective efforts have helped Lux communicate
its unique vision and personality and attracted a committed group of donors and volunteers.
As further testament to the success of its marketing program, Lux has earned multiple awards for design excellence from
the American Association of Museums and has generated substantial interest within the national arts community. Lux began
construction of its artists residence and administrative offices last December, with exhibition space to follow in a
second phase. Current plans call for the $8-million, two-year project to host its first artist-in-residence in 2006.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
About Lux
Titled “institute” and not “museum,” Lux’s concept is both dynamic and novel: to
foster the creation of art inspired by Southern California’s natural habitat. Lux attracts nationally and internationally recognized
artists to the region for its artist-in-residence program and will be the only institution in the country with an artist’s
residence incorporated into its facility. While onsite, artists will produce commissioned works inspired by the natural world.
Lux will also foster insights into the creative process by staging opportunities for active dialogue between visitors and
resident artists engaged in creating. Currently, Lux’s education outreach program of “Traveling Valises” brings original
art to area classrooms and uses art as a springboard for creative thought as well as academic activities linked to
California State Standards. The Lux Art Institute is under construction in Encinitas with a temporary building
on-site at 1550 South El Camino Real. For more information, please visit www.luxartinstitute.com.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
Mires Helps Jabra Launch New FreeSpeak Technology An innovative new packaging system positions the hands-free leader for continued success
San Diego, CA, September 12, 2002—Jabra Corporation just unveiled a new FreeSpeak wireless mobile headset aimed at a
more upscale “early adopter” market. To support the product’s premium price point, long-term brand design partner Mires
created a packaging system that quickly differentiates the headset at retail—both from competitors and from Jabra’s existing product line.
“They’re playing on new turf with this product; so Jabra needed a solution that presented a clear departure from its classic
brand vocabulary,” said John Ball, principal at Mires. “Our challenge was to both set the product apart and connect the line
to the Jabra brand.”
Working with Jabra since 1997, Mires understood the brand and carefully evolved the package’s design vocabulary and
architecture—originally created by Mires—to accommodate a more sophisticated product offering. While the new packaging
utilizes a similar footprint and relies heavily on “Jabra yellow,” it replaces the classic clamshell with a more elegant
“boxed” solution.
“Research showed that a boxed product was more appropriate for the price point,” explained Ball. “Our primary challenge was
how to tell the product’s story and communicate the Bluetooth-enabled cordless functionality.”
Mires’ design architecture—which positions “FreeSpeak” as the primary identity element—and layered messaging places significant
emphasis on the product and its benefits. Moreover, by using a composite product photo, showing the product in use from a variety
of angles, the package emulates the freedom of the new wireless headset.
“The FreeSpeak package not only captures the essence of the product, it supports an exciting evolution of the Jabra brand,”
said Tom Hanson, Director of Channel Marketing at Jabra.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
About Jabra
Jabra Corporation provides hands-free communication products for telecommunications,
interactive computing and desktop telephony applications. It is the foremost provider of innovative hands-free products in
the mobile consumer market. Jabra products are available at more than 30,000 retailers nationwide and abroad, including
key mass merchandisers, catalogs, websites and major cellular/PCS carriers. For more information, visit www.jabra.com.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
Arena Stage’s Revitalized Brand Continues to Perform With the launch of a new website, America’s first regional theater makes deeper audience inroads
San Diego, CA, February 15, 2002—Building on a highly successful brand revitalization, Arena Stage—one of the most prestigious
regional theaters in the United States—is launching a new website. Located at www.arenastage.org, the site is the creative work of
San Diego-based Mires, one of the West’s fastest growing brand consulting and strategic design firms. Expanding on the theater’s
recent renaissance, the website will attract and retain a widening audience of theatergoers and donors.
“Arena Stage’s success and heritage are built around a passion and commitment to excellence,” said Scott Mires, a principal of Mires.
“Our goal was to continue telling that story without changing the brand’s existing vocabulary. We needed to capture the emotion and
surprise inherent in the Arena brand and bring it to life online.”
“The Web allows you to tell a deeper, more meaningful story than any other media—it allows you to personalize the brand experience in
a more compelling way,” added Mires. “Arena's new site will leverage the theater's existing equity and take the brand to the next
stage of its evolution.”
During its 1999 season, Arena Stage embarked on a brand revitalization spearheaded by Mires. Since then, Arena Stage has experienced a
revival in all areas of its business. In the highly competitive Washington D.C. theater market, Arena Stage has seen attendance increase
20%, donations rise 60% and subscriptions hit a 15-year high.
The extensive campaign for Arena Stage—ranging from an organizational identity to marketing collateral, advertising and direct mail—has
created powerful brand continuity and opened up new opportunities for communicating the brand to D.C. audiences.
“We’re doing something unheard of in theater and, for the most part, the non-profit sector. Our brand has become an institutional priority,”
said Stephen Richard, executive director of Arena Stage. “We’re using our brand to bring the Arena Stage story to life. It’s exciting. And it’s working.”
“Like every good drama, a good brand is relevant. It is believable. It is memorable. And it is engaging. It appeals to our emotions and
relates to our experience,” concluded Maggie Boland, communications director of Arena Stage. “The new website will become one of the most
important touch points for the theater and the brand by allowing people to interact and connect with us on a more personal level than ever before.”
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
About Arena Stage
Arena Stage today stands as a flagship American theater. One of the first not-for-profit theaters
in the United States and a pioneer of the regional theater movement, our legacy of world-class productions includes vast epics, charged dramas,
rousing musicals and probing profiles. From the monumental to the developmental, Arena Stage has helped build the canon of American theater.
As the largest of the Washington, D.C. area’s not-for-profit producing theaters, Arena Stage attracts an annual audience of over 250,000
patrons and 25,000 students. For more information, visit www.arenastage.org.
Jean Walcher
President, JWalcher Communications
619 295 7140 jean@jwalcher.com
Elevating Sega’s Game Mires unveils high-energy packaging for Sega Dreamcast
San Diego, CA, September 10, 2001—Delivering a strong dose of in-your-face design, Mires, one of the West’s fastest growing brand
consulting and strategic design firms, recently created packaging for the new Sega Dreamcast™ Sports Pack 2K1 bundle. The design for
Sega® of America’s fourth bundled product—pairing the Dreamcast video game console and three of its hit sports games: “Sega Sports™
NFL 2K1,” “Sega Sports™ NBA 2K1” and “Sega Sports™ World Series® Baseball 2K1”—is a striking extension of Mires’ original packaging
solution and boldly complements the firm’s first three bundled packaging solutions for Sega. Mires once again follows through with a
hard-hitting concept that highlights the software now included with every product.
“The design solution is more evocative of what’s inside. The players in the games take over the packaging and sell the product,” said
John Ball, principal of Mires. “The packaging exemplifies the bundle’s great value.”
The Sega heritage dates back to the days of early arcade games, and has earned the company its reputation as a video game leader.
Mires’ history with the company began two years ago, with the redesign of the first Dreamcast package. For the latest bundle solution,
Mires built on its original Dreamcast packaging—as well as its subsequent bundled packaging—to create a unified look for the series.
Strong color usage differentiates the new sports bundle from previous products.
“Sega was looking for a fresh new design that could make our bundled product stand out at retail as well as prominently display our marquee
athletes in a creative way,” said Robert Schonfisch, director of creative services at Sega of America. “Mires created a compelling
solution for us that not only gives us shelf presence, but also speaks directly to our sports gaming fans.”
“Sega’s roots in the industry tell a powerful story. We wanted to capture the energy and excitement of the brand’s messaging on the
package,” adds Ball. “The story is that you’re not just playing a game—you are a player in the game.”
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A
trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing
together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and
implementing fully integrated marketing campaigns encompassing positioning, identity development,
messaging, advertising and print, packaging, tradeshow environment and Web design. For more information
about MiresBall, visit www.miresball.com.
About Sega
Sega of America is the American arm of Tokyo, Japan-based Sega Corporation, responsible
for the development, marketing and distribution of Sega video game systems and video games in the Americas. Sega Corporation
is a nearly $2.5 billion company recognized as the industry leader in interactive digital entertainment media, offering
interactive entertainment experiences both inside and outside the home. For more information about Sega, visit
www.sega.com.
