Category: Work

Rockview Farms – Our Newest Client


Rockview Farms LogoEcho-Factory today announced that it has been named agency of record for Rockview Family Farms, a leading dairy products company operating facilities throughout Southern California and Nevada. Rockview owns its farms and cows and represents one of the last family-run and independently operated fluid milk plants in Southern California. The company offers competitively priced products with the highest quality ingredients and is set apart by its unique relational approach to customer service. (more…)

Five Reasons Why Your Custom Photography Should Come From a Studio That Knows Advertising


Custom Photography featured image

Whether You Need Product or Lifestyle Custom Photography, Working with an Experienced Agency Makes the Imaging Process Easier.

By Hayley Raynes

You’ve got a game-changing product. It’s beautiful, perfectly engineered and far superior to that of your competition. It’s time to show the world, and you’ve got a plan: one of your employees dabbles in photography and has developed a pretty decent following for your business on Instagram, and thanks to all of those amazing filters, your stuff is looking pretty good. This same guy knows his way around Photoshop, and now you’re set up to do all the photography in-house. It’s going to save money and you’ll have complete creative control.

You’re golden, right?

Not so fast.

When you transfer those photos to your website, they just don’t look right. When you try to design your own product catalog, again, they seem off somehow. And now you’ve bought an ad in your industry’s top magazine, and compared to the rest of the ads surrounding yours, the quality of that lifestyle shot you sent over looks inferior. You can’t put your finger on it, but there’s definitely something wrong—and everyone knows it.

Issues like these can kill a brand. They make you look like an amateur—and unless you’re a dimple-faced 8-year-old hawkin’ lemonade at a garage sale, amateur just don’t sell. That’s why working with an experienced agency photographer can be such a benefit to your business.

Here’s a list of our top five reasons why you’ll save in the end by doing it right from the beginning as illustrated by one of our most photogenic clients, Troy Lee Designs:

5. Lighting

Custom Photography Lighting Example


Mariah Carey is known for bringing a professional lighting team to her publicity events. Why? Because she knows that when cameras snap, lighting is everything. Lighting is a subtle art, and it takes experience to get it right. Throw in variables like inconsistent background quality, odd-shaped products and lack of experience in highlighting and shading and there’s just too much that can go wrong without the aid of a professional. An agency photographer has taken, literally, thousands of photographs. Positioning, camera angle and light placement are second nature.


4. Composition

Custom Photography agencies understand composition for ads


There are photographers, and then there are agency photographers. What’s the difference? Agency photographers have an implicit understanding regarding the purpose of their photos. They know that the photo is just the first step. Product shots will end up Photoshopped onto new backgrounds, while lifestyle shots will serve as an anchor for headlines, copy and logos. A general purpose or amateur photographer may not consider these factors while arranging the composition of a photo, making the eventual ad design look jumbled and disorganized.


3. Models

Custom photography working with models


Finding that perfect look to serve as a complementary backdrop for your product or message can be easier for agency photographers, because they routinely work with professional models trained in how to walk, position their bodies and look at the camera in the most compelling way. Agency photographers are connected with talent bureaus, and they can quickly find the professionals you are looking for, in addition to providing professional hair and makeup artists.


2. Deadlines

Custom photography working with deadlines


Producing quality work under pressure is just another day at the office for a seasoned agency photographer, while an amateur or non-agency photographer can become flustered and make poor choices under riding deadlines. If it needs to get done yesterday, an agency photographer is the best bet.


1. Creativity

Custom photography agency creativity


When a photographer has the backing of a quality advertising agency, he or she has access to creative directors, designers and conceptualists who can not only make product and lifestyle photos look great but can infuse them with the power of persuasion. Agency creatives are trained in color theory and design; they are trained to know what makes a product sell and what doesn’t; and their years of experience simply cannot be bought or faked. Plus, if you need them to, agency creatives can develop campaigns, provide compelling copy, design the ad and work with the publication to be sure the ad complies with its specifications. This saves time and money and results in a higher quality and more cohesive product.



The marketplace is tough enough without adding the Achilles heel of poor image quality. In this digital and social age of photo-sharing, there is certainly room for experimentation in your media plan, but at the end of the day, consumers have certain standards and they likely always will. Agency custom photography is one surefire way to meet those standards.

Want to see some more great images? Visit our portfolio.

The Importance of Proofreading


Proofreader's books and resources

Election Day is almost here! For several months, candidates for public office have engaged in high-profile campaigns, speaking at colleges, chambers of commerce, town hall meetings and fundraisers, telling people the reasons to vote for them. Their words and actions have been scrutinized, dissected and analyzed. Having a solid platform may not be enough to win votes – candidates must consider their public image and the way they present themselves as well. How would it look if a candidate came to give a speech or engage in a debate with his tie askew, a mustard stain on his shirt, and mismatched socks? No one would take him seriously, to say the least. He might have spent hours preparing his remarks and studying the issues at hand, but his appearance may distract his audience and detract from the importance of his message.

In a similar way, any final product you send into the world must also be carefully reviewed and polished. If you’re in business, how you market yourself impacts your relationship with customers, potential customers and partners. In short, you want to do your best to look your best.

A marketing agency can help you craft your message and your image. Copywriters help you say what you mean in an engaging way. Designers give you a look and feel that reinforces your brand message. Creative directors make sure that all the work is on target to meet your business objectives as well as help you stand out from the competition. Last, but not least, proofreaders are your quality assurance experts. They make sure every t is crossed and every i is dotted so that your message is communicated effectively.

A proofreader is not only skilled in grammar and spelling. She also checks for the coherency of ideas and consistency of facts. Her arsenal of tools includes The Chicago Manual of Style, The Associated Press Stylebook, the dictionary and Wikipedia, to name a few.

Proofreader's desk and markups

She works with graphic designers to make sure the copy and design are well-integrated. It’s best to bring in the proofreader at every stage of the revision process, so that by the time you are ready to go to press, everything is nearly perfect. The last thing anyone wants is to make major changes right before an approved project is going to print or going to go live.

The proofreader is not there to be critical, although she must look at things critically. It’s her job to make sure the agency and/or client presents the best work possible. She ties up all loose ends. She polishes and tidies up. She makes sure that the first impression, and the lasting impression, is a good one. She is, in other words, the champion of the work.

Don’t be afraid to ask her questions. Trust in her vast knowledge and experience. Maybe you got all A’s in English, but it may have been a while since you had to determine whether to use “which” or “that”. These things you may not notice, but she does. And she bets that someone, somewhere out there, may notice, too. An error-free presentation may be a pivotal point of doing business.

Details matter, whether you’re on the campaign trail or presenting to potential investors or customers. That’s why having a proofreader in your corner is indispensable. Once a creative agency puts together all the components of your marketing strategy and materials, the proofreader comes in to make it all shine. Just make sure to get your suit pressed and you’ll be ready to go!

MagLite: Rebranding an American Classic



MagLite on The Weather Channel.

The Weather Channel is a cable and satellite TV station that has been broadcasting weather forecasts, analyses and news since the early 1980s. The channel is received by nearly a billion American households and has a viewership of about 210,000. When we had the opportunity to produce two commercials for MagLite on The Weather Channel, we knew the spots would bring vital exposure to the MagLite brand and feature the flashlights at their best. We wrote scripts for both a :15 and a :20 commercial that met the challenge of making an impact in a short timeframe.

“Lights Out”

In this :15 spot, titled, “Lights Out,” we created a desperate scenario that was resolved with the comforting and familiar click of a flashlight. To make an impact, we relied on a strong visual and heart-pounding audio. We wanted viewers to have the sense that, when conditions are bleak, they can count on their MagLite. In order to direct the viewer toward a specific purchase, we created two versions of this commercial, each ending with two featured MagLite models.

The tagline reinforces a sense of security as well as national pride:

“Turn Your Light On, America.”

“There When You Need Us”

In this :20 spot, titled, “There When You Need Us,” we feature a man depending on his MagLite in several extreme situations. Since our deadlines made live action prohibitive, we used custom photography and CG effects to illustrate the message that MagLite can see a person through nearly any unpredictable circumstance. As with the :15 spot, we left the viewer with a CTA image of various MagLite models.

We’re loving working with MagLite, and we think these commercials turned out great. For more insight into this project, check out our most recent press release.

In our next MagLite update, we’ll introduce their new website, still under construction, and discuss the process and logic behind their reorganized and redesigned online home.

Like what you see? Check out our work page to view more Echo-Factory projects and clients.

R.W. Lyall & Company: An Established Industry Leader Expands into New Markets


It’s been a busy summer here at Echo-Factory, and we’re excited to share one of our recently completed projects: the R.W. Lyall & Company rebrand.

Headquartered in Corona, California, with a factory in New Berlin, Wisconsin, Lyall is a family-owned-and-operated business manufacturing pipeline component products for the North American oil and gas industry.

With sales territory stretching across the continental United States, a new and bigger Wisconsin facility, and a push to enter new markets, Lyall needed to update its brand image to better reflect its position as a market leader. Their outdated promotional materials did not accurately reflect their capabilities, and their website needed to be redesigned and reorganized to offer a more expansive view of their technological expertise. The site also needed to be refined to better serve as a sales tool and lead funnel.



New Logo

The Echo-Factory team started by updating the Lyall logo with a new typeface and font, adjusting the placement of the flame to work in new digital formats. We also rebranded Lyall’s marketing communications, presentations and product brochures, refreshing the copy and giving them a clean, sophisticated look.

New Tagline

Next we crafted a new tagline that speaks to the company’s experience and longstanding commitment to excellence:

 “Keeping the Oil and Gas Industry Moving Since 1970.”

New Website

And finally, we completely redesigned and rebuilt the Lyall website. The new site features custom photography of products and manufacturing processes and expanded overviews of all the markets that Lyall serves. Downloadable product brochures, detailed illustrations of product applications, and installation instruction videos enhance the user experience. The site is more easily navigable and is designed to take advantage of all current SEO and SEM opportunities.

Lyall now has promotional materials that reflect who they are—an industry leader poised for growth and expansion. We are proud of the work we have done thus far and are grateful for the opportunity to work with such a great business.

“It was a dedicated effort and true collaboration between our employees and their team to build a website and materials that precisely reflect our company’s expanded capabilities and longstanding commitment to excellence.”

Jeff Lyall, President & CEO

We encourage you to visit the new website:

Stay tuned for more updates on the latest projects from our growing portfolio.





Echo-Factory is Part of Fashion History (Again!)


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A look through our site indicates pretty quickly that we’re no stranger to fashion. From the early days of Matisse shoes to lunch bags and protective gear, if you can wear it, we’ve worked with it.

We’re also pretty pro when it comes to startups and small companies working to figure things out. We love strategy and helping brands grow into something they can be proud of, and usually, we’re pretty proud too. (more…)

Why Your PR Strategy Needs Facebook


A good public relations strategy doesn’t just involve sending out media releases. In fact, media releases are just a small part of an effective pr campaign. According to Brian Solis, author of Putting the Public Back in Public Relations, public relations is about engaging and relating to your target audience. Simply put, to get good pr, you have to focus on building and maintaining relationships with current and potential customers.

This is where Facebook comes in. Facebook encourages open communication between you and your target audience. By participating in the social network, you allow consumers to think of you as a friend and less as a cold, faceless corporation. But, to keep this friend status takes work.

You have to come up with relevant content. Small Biz Trend Blogger Lisa Barone writes that a company’s success on Facebook is directly tied to “creating new content designed to get a reaction.” The best status updates are those that get people to comment. To get comments, Barone suggests you: Ask questions. Make a statement and ask people to “like” it if they agree. Or, create a poll so people can click their preference.

Use Contests. People like winning stuff. So do their friends. Hold a contest and automatically you’ve got more people checking out your company’s page and what you’re all about. Contests can also get you extra media attention. In August, one of our clients, Altura Credit Union, ran a Facebook contest via status update. The winner posted on Altura’s wall, thanking Altura and saying he had given his prize (two tickets to a Taylor Swift concert) to his sister, who had supported him when he was going through a particularly bad time. This month, an article about the winner and Altura was featured in Credit Union National Association. It’s great pr for Altura and all they had to do was create a Facebook contest.

Act like a real Facebook friend. People won’t trust you unless you interact with them and allow them to interact with you. Part of that interaction means accepting criticism. You can’t delete every negative post or make it so people can’t post on your wall. You have to be willing to share the negative as well as the positive. And, as long as you respond quickly to negative feedback, you’ll be able to diffuse the comment before any real damage is done.

Finally, Make time for Facebook. Using Facebook as a pr tool is pointless if you don’t update content regularly. People will cease to care you exist if you’re not constantly creating new content and reacting to feedback. If you don’t have time to update, hire someone to do it for you.
The next time you’re developing a public relations strategy, don’t forget to throw Facebook into the mix. Oh, and friend Echo-Factory. We’re building relationships too.

A New Niche – Outdoor Furniture Advertising


We’ve mentioned before that, as an agency, we don’t want to be pigeonholed.  We believe the fact that our client-base ranges from action-sports manufacturers to aerospace retailers is a good thing for both our agency, and our creative output. 

That said, from time to time, we step back and realize that we’ve carved out a niche for ourselves.  Our latest realization is that we’ve found a niche in advertising for the outdoor furniture industry.  

Gensun Casual Living was one of our earliest clients.  We created their current website back in 2009 and we’ve been regularly creating print advertisements, managing their media buy and doing on-location product photography since then. 

Just this year, we added another high-end outdoor furniture manufacturer the Wellington’s Fine Leather Furniture company to our client-base; OW Lee.  Thus far we’ve been working on their 2012 product catalog, and creating some on-location product photography.

Both manufacturers are targeted at the high-end of the market, focused primarily on quality and style. Both have headquarters in Ontario, CA — just a few miles from our agency’s offices in Rancho Cucamonga — and both companies are privately-owned by families who care deeply about the products they produce. 

Even though the Gensun and OW Lee are — in some sense — direct competitors, neither one has a problem sharing an agency, and we’re thrilled to be working with both. 

Posted In: Work


We Won a National Gold Advertising Award


The results from the Marketing Association of Credit Unions (MAC) Annual Awards Competition are in – and they’re really good for Echo-Factory and Altura Credit Union. The campaign we developed for Altura’s iChecking product won a MAC Gold Award – beating out advertising campaigns for credit unions all over the country.

Ordinarily, we’d post a picture of the award but most of us at the factory haven’t seen it yet. The award is currently in transit. Yesterday, Dea and Mike flew up to San Francisco to present Altura’s iChecking campaign to the judges at the national Marketing Association of Credit Unions (MAC) conference. They’re headed back today, award in hand.

Until they return, we’re busy trying to find room for it in our jam-packed awards cabinet. But rest assured, wherever it ends up, it will be surrounded by such great awards as Mike’s “World’s Best Boss” mug and our “2009 LA Marathon Drop-outs” Plaque.

GE: Echo-Factory’s Newest Client


When the Intelligent Platforms division of GE, GE IP, came to us with work, we couldn’t help but get a little excited. The company creates some of the world’s most advanced surveillance technology for military and commercial aviation. Who doesn’t think that’s cool?

GE Intelligent Platforms needed help promoting the company at the SPIE Conference and Exhibitions, an international event that showcases the latest technological innovations. Not only did GE IP want to increase traffic to their booth at SPIE, they also wanted people to come to the GE Intelligent Platforms reception during the conference.

With these two goals in mind, we set to work, creating a campaign that would set them apart from all the other technology companies at the event, a campaign that would get people talking about GE IP. Instead of using a lot of copy or diagrams to talk about GE Intelligent Platforms, we created posters, an email blast and invitations, coasters and gift card holders for the reception. Our minimalist approach is already turning the heads of all the people over at GE IP, and we can’t wait to see what happens when they show off their new look at SPIE April 25 – 29.

Posted In: Work