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Brand Refresh: A modern approach to fighting fierce competition
NewsYou can feel it everywhere. The competition is coming out of the woodwork and they’re chomping away at everyone’s market share. Some brands are nimble and fresh to the market, with dynamic offerings and effective branding strategies while others fall behind.
Ask yourself: is your brand up-to-date in the current marketplace and does it connect with the new generation of buyers? Are your advertising messages and tactics relevant? Is your brand image propelling your business forward or holding it back? Now is the time to carefully evaluate your brand identity and the way it’s communicated. It is time to brand bolder.
Time for a Brand Refresh
The following strategic approach should be considered when you want to refresh your brand and reposition your organization for future growth.
1. Brand Architecture
Do you have one clear brand message and is it consistent across all your channels? Do your products or services fit into your brand’s structure? It’s important to ask these questions before you begin your brand’s architecture process. It’s imperative to have a distinct and logical brand architecture that gives your audience a clear understanding of who you are and what you offer.
2. Category Framework
Once you have established your brand’s architecture, you will be able to define your brand category clearly. Choosing the right category is vital to ensure you are positioning yourself correctly within the market. It is also imperative that you are speaking to the correct audience when marketing your brand.
3. Positioning
Creating a strategic brand position involves knowing and understanding how you want your brand to be perceived in the marketplace. Positioning can set your business apart from competitors and highlight your company’s unique features and benefits. Establishing an appropriate strategy will help build your business and differentiate you from your competition.
4. Target Audience
The key questions to ask during a brand refresh include the following: who are you selling your product or service to, what are the consumers’ needs and expectations, and how do I target them with key messaging? These questions are crucial to identify the buyer’s persona.
5. Your ‘Why’
Establishing your ‘why’ will ensure your team, and prospective consumers are all aligned with your company’s core purpose and vision. A brand that clearly explains their ‘why’ will help it to achieve notoriety amongst its target audience.
6. The Competition
Knowing your competition is essential to distinguish yourself and provide value to your audience. Understanding their strengths and weaknesses will allow you to reposition your brand to stand out against your competition.
7. Corporate Narrative
Your corporate narrative should evoke emotion, have substance and be true to your core brand. Defining a brand promise with a clear vision, mission and values will help to establish clarity in your new brand message. Once these are identified, the new message is typically communicated through multiple channels of branded content including, storytelling, digital, video, and photography.
8. Creative Assets and Marketing Communications
Once your corporate narrative is established, you want to make your brand visible to a targeted audience. Finding relevant marketing communications will help you to create the right assets for your audience.
Conclusion
Having a strong content strategy will help you to establish trust with consumers and within your organization. By following the brand refresh process, it will help ensure you are communicating the right message that defines who you are as a company and as a brand. By investing in your brand, the outcome and results will follow. Remaining valuable and meaningful in the minds of consumers will help your brand stay relevant for years to come.
STARK Celebrates Grand Opening of Second Location in Newport Beach
NewsSTARK is an industry leader in health and fitness, and in January they celebrated the Grand Opening of their second location in Newport Beach near Fashion Island. Blue C has been honored to be by their side through the entire process. After outfitting the walls at their first Irvine location, STARK brought us on to design the walls in Newport as well.
As an agency, we’ve also designed and developed concepts for an updated, mobile-friendly website, set to launch soon, and we shot and edited a brand video to help promote the brand’s image and voice.
The updated website and brand video highlight the wonderful effects the STARK team can have on their patients and showcases all the options available at the facility.
All training programs at STARK are created with efficiency and effectiveness in mind. It’s not a social club, but rather a facility where people gather for exceptional results. They help you identify the physiological reasons preventing progress.
In short, STARK helps people achieve optimal health by designing personalized and measurable solutions with a collaborative team of experts.
This team of specialists oversees and helps people achieve and maintain their peak health. The team consists of Doctors, Chiropractors, Personal Trainers, Exercise Programmers, and Nutritionists who work together to propel individuals toward their goals.
Visit STARK at their Irvine or Newport locations listed below and learn for yourself just how much they have to offer.
Irvine
17524 Von Karman Ave, Irvine, CA 92614
Newport Beach
1 Corporate Plaza Dr, Newport Beach, CA 92660
Creating a Social Media Content Strategy
NewsThe number one social media mistake most businesses make is spending too much time online. This means social media is cutting into company hours while potentially causing employee burn out. In order to avoid this path, it’s recommended that each business creates a social media content strategy.
Here’s how:
1. Determine the goal
In order to properly leverage social media, you need to set specific goals along with timelines to meet them. Remember, your goals and timelines need to be clear to your entire team. Keep this in mind, too: your goals should have the ability to be measured.
For example, convert 10 sales within 30 days on Facebook by posting 1x daily with a clear call-to-action.
The more specific your goals are, the easier it’ll be for your company to achieve results.
2. Identify your target audience
Using the available tools on social media to help your company learn about who is following you is the first place to start. Find out who these people are, where they’re coming from, when they’re logging on, and what they’re clicking on. It’s all valuable information.
The more you can find out about your audience, the better you’ll understand what they’re looking for, so that you can serve them.
3. Choose the best content
The best type of content to post depends on the type of service or product your company provides. For example, if you’re a service-oriented business, share pictures or videos of people happily or effectively using your service.
One thing to steer clear of is sharing posts unrelated to your business or from a competitor. If there is something you find valuable and want to share, find a way to tie it to your business to show thought leadership.
4. Vary your content
The format of your content is different from the type of content you post. We recommend that you use a lot of variety in your content including: videos, pictures, articles, podcasts, and more.
Different content will lead to different types of engagement with your audience.
Treat this like A/B testing; see if you get more responses on Twitter versus Facebook versus Instagram, or comments on a blog post, etc.
5. Decide which platforms to use
Even though there are a lot of different social media platforms available, it does not make them all ideal for your business. Be strategic and focus on where your audience is to gain meaningful engagement and save you time.
Make your time count
Create a plan now and it’ll save you time in the long run. Outlining your goals clearly, identifying your audience, and creating the best optimized content, will put your business on the right track to start seeing results.
Blue C Supports Back to School in Baja
NewsHelp us support Baja Mexico’s orphanages by donating backpacks and school supplies to the Corazon de Vida Foundation a non-profit organization providing life-changing support for orphaned or abandoned children in Baja, Mexico.
Stated simply, one of the biggest problems Mexico faces is a lack of social programs. Unlike in the U.S., Mexico does not have foster care or welfare system. The only way to care and support children in need is through a network of private orphanages, funded entirely through individual and corporate donations.
Corazon de Vida (CDV) is a 20+ year US 501c3 non-profit organization providing life-changing support for orphaned and abandoned children in Baja, Mexico by funding local orphanages, providing quality of life improvement services and investing in the children’s future by funding higher education.
Through our life-sustaining program we provide monthly funding for the orphanages under our care. These orphanages give abandoned children security, nutrition, shelter and access to a reliable education. We also fund scholarships for teens aging out of the orphanage system to continue their education. We provide consistent, monthly support to 10+ orphanages, housing over 700 children. Our university program currently has 45+ past orphanage residents in college or technical school, and serving as role models to their younger ‘siblings’.
You can drop off your donations at the Blue C office anytime between now and Friday, September 14th or you can contribute by adding items to our Amazon Baja School Supplies Wish List by visiting this link http://a.co/5aprauy and selecting Eric Morley as the address option.
Supplies needed are: School backpacks, pencils, lined paper, colored pencils, markers, rulers, calculators, pencil pouches, scissors, journals, tissues, pencil sharpeners and water bottles.
About Corozan de Vida
Corozan de Vida is a non-profit foundation dedicated to breaking the cycle of poverty and neglect in Baja California. Currently, Heart of Life provides financial support to 10 foster homes, positively impacting the lives of over 500 children, as well as providing college scholarships to young people’s homes who want to continue their higher education. They believe that every child’s life is valued and holds the same potential, excitement and opportunity as any other life. It is up to us to work together to make sure our care transforms into each child’s hope for the future.
Blue C Advertising Launches Content Development Division, Blue C United
NewsBlue C Advertising proudly announces the launch of a new content development division known as Blue C United (bluecunited.com). This new division focuses on fueling the digital content engine by supplying digital and social platforms with the content needed to engage more customers.
“The marketing space remains cluttered and ever-evolving and, as a result, companies find it increasingly difficult to find new and relevant content that powers their brands in a way that is both powerful and effective. We created Blue C United to provide comprehensive content planning, along with the design and distribution of custom content across all media. We function to help clients gain traction and build a platform that is both solid and ongoing. With the help of this platform, staying ahead of the competition and gaining new customers becomes easier,” said Eric Morley, Principal, Blue C United.
We provide on-target, innovative, and accurate messaging that help communicate your story to the masses. Here’s how we do it:
Conquer with Content
Our content development services help clients achieve their business and marketing goals, whether that’s generating leads, increasing awareness, driving sales, or engaging an audience. Blue C United is a content marketing powerhouse that helps position brands as industry leaders. We help clients develop and distribute their message by conquering the digital arena with the help of great content.
Engage More Customers
Content marketing is about more than just blogging. It revolves around planning and creating digital content and consumer experiences that are engaging. Collaboration is required, as it is about taking a big idea and turning it into something real that may be distributed across all platforms. We are ready to assist you in planning, designing, and creating this content.
Team United
Blue C United consists of a team of creative directors, art directors, videographers, editors, photographers, writers, and planners with extensive experience in creating cost-effective, high yielding, compelling content across consumer and business-to-business brands. The Blue C United team helps brands achieve business communications objectives by using a variety of strategies including content distribution, website development, and overall brand refresh programs. We provide video content that converts clicks into customers and deliver digital assets that use imagery to tell a story. Our goal is to make companies successful by giving them more time to achieve what they need to do.
About Blue C United:
Blue C United is the content development entity of Orange County’s Blue C Advertising. Blue C United serves as an extension of a client’s team, supporting them with all aspects of their digital and lifestyle content creation including video and storytelling, photography, social media, graphic and visual design, website brand refresh, and integrated content distribution. Based on 2018 trends and qualitative statistical research, content marketing generates over three times as many leads as outbound marketing and costs 62% less. Additionally, integrated digital content marketing rakes in conversion rates six times higher than other methods.
Blue C United clients include: Honda, Irvine Company, Toyota, Acura, Monster Energy, Wahoo’s Fish Taco, Mother Energy Drink, Baja United Wines, JBL, Juice it Up!, Segway, and Lucas Oil’s Team Renezeder. Our clients are in-house creative agencies, marketing departments, non-profit organizations, public relations firms, and producers of events and trade shows.
Blue C Produces Aerospace Product Videos for Parker Hannifin
NewsBlue C was contracted to produce two product specific videos for Parker Hannifin, the global leader in motion and control technologies. Via client-provided assets, Blue C was able to tell the Parker Hannifin story and showcase the unique features of their products through video storytelling.
These product videos were exciting, engaging, and were produced in order to grab a viewer’s attention while they tour the Parker Hannifin Headquarters and viewing center in Cleveland, Ohio.
Each video followed the established Parker Hannifin brand guidelines and was edited and produced with B-Roll video showcasing twelve different types of aircraft that Parker Hannifin designs and manufactures equipment for. The videos are played on a large, 20 x 30-foot LED wall in the company’s innovation center, as well as on a 42-inch screen in a product display.
As a team, Blue C also produced a PowerPoint presentation that identified each aircraft in the video, noting the flight control, hydraulic, fuel, fluid conveyance, pneumatic, and lubrication systems and components that Parker Hannifin Aerospace provides. Featured aircraft included the Boeing 787 and 737 MAX, Airbus A350 and A320neo, Lockheed Martin F-35, Northrop Grumman B2, Gulfstream G500, Bombardier C Series, COMAC C919, and Embraer Legacy, as well as Rolls-Royce and GE Aviation engines. For all projects, we wanted to include the brand pillars that make the Parker Hannifin brand strong and true to their name within the aerospace industry. Those key words are: Engineering Your Success, Collaboration, Innovation, Performance, Quality, Reliability, Efficiency, Value, Environmental Responsibility, Support, and Lifetime Service.
“We are delighted with the two new videos,” noted Cheryl Flohr, director of communications for Parker Hannifin Aerospace. “They cover our markets and product line perfectly, while delivering the excitement and sizzle that is a natural part of the aerospace industry. We have gotten nothing but terrific reviews on them. Blue C was a pleasure to work with – professional, responsive, and highly creative. We look forward to our next project with this great creative group.”
Engineering Your Success – Parker Hannifin is a Fortune 250 global leader in motion and control technologies. For 100 years the company has engineered the success of its customers in a wide range of diversified industrial and aerospace markets. Parker Hannifin’s engineering expertise and broad range of core technologies uniquely positions the company to help solve the world’s greatest engineering challenges.