JulyJul 3 Friday Fri 09
JulyJul 2 Thursday Thu 09
This is the second in an ongoing series of posts about bbbbrands.com, a new project I’m working on with my good friend and fellow brand loyalist Noah Stokes. If you missed it or just need a recap, here’s part 1.
As Noah and I began to talk through the initial gist bbbbrands and I started some sketches and typography explorations for an identity, I also began the task of thinking through taglines. Not every brand needs a tagline, but in this case it made sense to craft a line of copy that described the site’s core functionality to the user and helped us have a clear mission as we design and build it. A statement of purpose helps the user know exactly what value we’re providing to them and it gives us a main identifier for decision-making (e.g. does X or Y feature fall into what the tagline describes us as? If not, kill it.)
Here’s the first round of tagline attempts:

All of these more or less describe what the site will be full of, but there are problems with them, too. There’s way too much “brand” in there. The site name already has it, so repeating it in the tagline, especially twice, is overkill. These choices are passive. They’re a description of something, not an action or a call to participate. Some of the language of each individual tagline doesn’t hold up. What’s a label recommendation (#2)? What if they aren’t actually new recommendations (#4)? Are they really the best (#5)? All of these fall short.
As Noah and I bantered back and forth on IM (this is a bicoastal operation we’re running here) we settled on the concepts of sharing and discovering as the main verbs we want our users to engage in. Are you looking for recommendations for a new messenger bag? We want you to discover trusted brands on bbbbrands. Do you absolutely love your new American Apparel Tri-Blend Track Shirt? We want you to share that on bbbbrands.

The passivity is gone, but #6 still suffers from word overkill, #7 feels awkward, and #8 is just too long. #9 is close, but stops just short of what we want for users—sharing and discovering the brands themselves, not just the reviews of the brands. And then there was #10. Short, sweet, active, bold, truthful. If we do our job to build a site that attracts like-minded brand loyalists, then they’ll naturally share the best brands with one another. And over time our catalog of brand recommendations will become a playground for discovery.
On a design note, I initially fought myself on #10. Then I realized I was doing it for the wrong reason; I simply liked the typographic lock-up of the lowercase serif “from” in there. I liked how it looked. But this isn’t solely about letters and aesthetics, it has to act as a rudder and identifier. Ultimately, the content has to be more important than the form, even if it hurts.
We want our users to share and discover the best brands, so that’s our working tagline. But is it the best? Are we missing a better opportunity? We’d love your feedback.
Cape San Blas (Poor Man's DIY Fisheye Panoramic Stitch Remix): now with more bigger
Post a comment | (via Flickr)
JulyJul 1 Wednesday Wed 09
Virb.com domain masking
JuneJun 30 Tuesday Tue 09
As I grow increasingly fascinated by design on larger scale websites, things like the recently launched public profile page for Facebook’s Design Team are internet gold to me. Rob Goodlatte has some background on the why and what, and Ben Barry illustrated that lovely seal.
[Good designers should] question everything generally thought to be obvious. They must have an intuition for people’s changing attitudes…[They must] be able to assess realistically the opportunities and bounds of technology.
— Dieter Rams, 1980 speech to the Braun supervisory board
JuneJun 29 Monday Mon 09
I am Joshua Blankenship. I am networking socially on VIRBº. I am not prone to write bios in the third person. I am doing lots of stuff, mostly all at once. I am a true believer. I am happy to see you. I am on the internet. I am pretty sharp. I am typically unintentionally pretentious when you first meet me. I am a social introvert. I am a writer. I am so taken. I am a pragmatic visionary. I am southern and I am not ignorant. I am not a big fan of shaving. I am running down a dream. I am consistent. I am prolific. I am bored. I am restless. I am oversleeping. I am in the mood for love. I am still calling my parents once a week just to check in. I am completely obsessed with music. I am still a little bitter i'll never be a rockstar. I am happiest in jeans, flip flops, and the just-right t-shirt. I am contrary to popular belief. I am talking on IM. I am scribbling haiku on napkins. I am absurdly unlucky with vehicles. I am writing notes to self. I am almost always carrying a pocket knife. I am really into magazines. I am having difficulty finding dress shirts that fit. I am not having a good hair day. I am not a packrat. I am a procrastinator. I am craving something delicious. I am forgetting something important. I am probably up later than you are.
Derek Nelson, Feb 18:
Just noticed you haven't had any comments recently, so I thought I'd pop in and post a pointless comment. Good day, sir!
Jacob Lewis, Apr 10, 2008:
...always a pleasure stalking your life. keep up the blogging, as it's thoroughly enjoyed on this side of the inter-web.
The Walla Recovery, Mar 29, 2008:
Blessings...
-Zack
Elena, Jan 23, 2008:
Hey Joshua - thanks for accepting my request recently. I really enjoy your blogs. Very informative. I'm just sayin'... Enjoy the rest of your week and don't be a stranger now, ya hear? -Elena
Joshua Brewer, Jan 11, 2008:
The laptop case you bookmarked on Del.icio.us is sweet, for what its worth. My sister bought me one last summer and it suits me just fine. Enough room for the charger and some other junk, plus a little room for my Dot Grid Book. Worth a look, for sure. Cheers.
bergrbergr, Dec 20, 2007:
so what's the new job you have?
Tara-Leigh Cobble, Dec 18, 2007:
Twas soooo good to see you and your bride yesterday. Man, that was just a few moments of awesome, but it left a mark. Can't wait for more!
P.S. Thanks for my STELLAR book cover!! Me lovey.
creole, Dec 05, 2007:
Hey shua...
I've been checking out your sites lately...I'm really humbled by the fact that seemingly everything you do is driven by, or becomes, art.
Rayni, Oct 28, 2007:
Thanks Joshua!
.:: a e r ! k u h ::., Oct 09, 2007:
jb, i miss you.