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	<title>26 Tools</title>
	<link>http://26tools.com</link>
	<description>Caleb Ludwick’s writing portfolio</description>
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		<title>26 Tools llc.</title>
		<description><![CDATA[We create strategic communications for corporate and nonprofit clients around the world. Helping C-suites and social innovators name new ventures and find the voice of their brands. Articulating what they do and why it matters. Then helping them know how best to use communication design to reach the right audiences in the right ways. Click [...]]]></description>
		<link>http://26tools.com/26tools/26-tools</link>
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		<title>Articulating brands.</title>
		<description><![CDATA[We help clients find their voice and create the right messaging. For Rock/Creek Outfitters, we began with the fact that their brand strength rests not in equipment, but in the very human experiences surrounding their products. And ended up with a messaging strategy that makes retail personal – including a tagline engine, 15 second “Statement [...]]]></description>
		<link>http://26tools.com/casestudies/rockcreek</link>
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		<title>b2b launches.</title>
		<description><![CDATA[A Google co-founder wanted to bring the Hong-Kong based app generation platform MotherApp to publishers. Working on a tight timeline with Widgets &#038; Stone, we created messaging options for the Frankfurt Book Fair, as MotherApp developed their business strategy for custom apps, branded children&#8217;s books, and the beta of FamLoop, a private sharing network. Bringing [...]]]></description>
		<link>http://26tools.com/casestudies/evolving-an-industry-2</link>
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		<title>B2C launches.</title>
		<description><![CDATA[The Blue Plate – a Chattanooga landmark restaurant and pioneer of the local local food movement – opened a companion bar in 2011. We led naming and creating launch messaging and a launch campaign for a new brand that plays nice with an established, family favorite. Think kissing cousins. Then think the art of the [...]]]></description>
		<link>http://26tools.com/casestudies/b2c-launches</link>
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		<title>Orienteering design.</title>
		<description><![CDATA[Sometimes, the hardest part of a design project is the blank page. So we are often asked to dig deep into clients and markets – writing generation briefs that spark creative concepts, helping visual articulation teams to design with authority. As when words helped shape great ideas for Scripps Networks to attract new advertisers and [...]]]></description>
		<link>http://26tools.com/casestudies/the-idea-factory</link>
			</item>
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		<title>Reverbing an industry.</title>
		<description><![CDATA[For Tricycle, Inc., we curated an &#8220;anthology of the moment&#8221; written by 11 eco-deisgners – on where sustainability stood in the interiors industry, and where it should be going. Then we edited the whole book, wrote introductions and two articles while Tricycle&#8217;s design team created graphics – over the course of a 5 day creative blitz. [...]]]></description>
		<link>http://26tools.com/casestudies/reverbing-an-industry</link>
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		<title>Uniting diverse voices.</title>
		<description><![CDATA[70 independent retail stores across the US make up the Grassroots Outdoor Association. To promote local experience of the backcountry – and gain greater buying power with vendors from Arc’teryx to Yakima – they needed to speak with a strong, united voice. We were asked to help them find and articulate that voice. See the [...]]]></description>
		<link>http://26tools.com/casestudies/grassrootsoutdoors</link>
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		<title>Reporting a year.</title>
		<description><![CDATA[When Chattanooga was hit by the largest recorded tornadic storm in US history, EPB rose to the occasion. While our community worked to clear the rubble, EPB began rebuilding infrastructure, hour after hour, restoring power in record time. In the same year, they grew their Fiber Optics business to $45 million, launched America&#8217;s fastest Internet [...]]]></description>
		<link>http://26tools.com/casestudies/reporting-2011</link>
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		<title>Messaging for All.</title>
		<description><![CDATA[When a city asks its citizens to share their hopes for home – it should be as inclusive as possible. We were asked to name history’s largest visioning survey, draft the questions, and build a communications strategy encouraging any-and-everyone to speak up, stand up.]]></description>
		<link>http://26tools.com/casestudies/stand</link>
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		<title>Changing Thinking.</title>
		<description><![CDATA[A foundation-funded sustainability initiative wanted to change the way that a community thinks about green building – for good. We were asked to name the project, develop launch communications and work closely with its directors on advertising, guerrilla campaigns, media messaging and more. Go green&#124;spaces go.]]></description>
		<link>http://26tools.com/casestudies/greenspaces</link>
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