Responding to a Convergent Marketplace
Mires develops a new name and identity for the former San Diego Telecom Council
San Diego, CA, December 12, 2005—Mires, one of the largest independent brand design firms in Southern California,
recently led the charge in positioning San Diego as a leader in communications by creating a new name and identity for
the former San Diego Telecom Council. The new name, CommNexus San Diego, was selected and officially adopted by the
council’s board last month—the 7th anniversary of the organization’s founding.
“Telecomunications has become a limiting term in the communications industry. CommNexus sends a broader, more
inclusive message,” explained Mires principal and creative director John Ball. “In addition, the emphasis on
the brand name ‘CommNexus’ with ‘San Diego’ treated as a secondary element helps position the industry group
as a regional leader and creates the opportunity for expansion outside the local market.”
The new name comes at a crucial time for the communications industry. Mobile technologies are converging to
allow consumers to use one robust device to do everything from watching television to surfing the Web. The
convergence market is growing rapidly and companies ranging from hardware makers to content providers—as
well as associations such as CommNexus—are positioning themselves to capitalize on its tremendous potential.
Today, San Diego is hailed as “The Wireless Capital of the World,” with communications businesses contributing
an estimated $5 billion annually to the regional economy. In response to changes in the industry, the face of
the San Diego Telecom Council has evolved dramatically, now encompassing a broad range of companies in wireless
communications, telecomunications, the Internet, multimedia and more.
Looking forward, CommNexus San Diego hopes to attract considerable new business to San Diego and raise the area’s
profile nationally and internationally as a leader in communications technology—a powerhouse of talent,
innovation and infrastructure.
The yearlong renaming process, under the leadership of Ball, resulted in a list of thirty viable name candidates
for the former telecom council to consider. Mires also created CommNexus San Diego’s new identity.
“The visual identity suggests the critical mass of communications firms in the region and underscores San Diego’s
position as a central force in the industry. In addition, it alludes to the convergent nature of communications
technology,” said Ball.
For more information about CommNexus San Diego, visit www.sdtelecom.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.
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