MFP CONSULTING – Brand & Corporate Identity Systems


	First Horizon National Corporation This is the new name and identity for First Tennessee. The company is listed on the NYSE an operates in over 40 states. Its First Tennessee Bank is one of the largest regional banking companies. FHN is also a major national player in the mortgage “refi” business through its First Horizon Home Loan subsidiary, and in the community banking equity markets via FTN Financial. Previously known as “First Tenny” on the Street, the Company needed to modify its regional image. Our research and naming programs all pointed to use of the First Horizon name with a “National” modifier as a strong corporate name option.
			First Tennessee & First Horizon Chosen as the FY 2000 "Marketing Program of the Year" by American Banker Magazine, we borrowed on state imagery to create symbology that works in the mid-South for First Tennessee Bank, and nationally for First Horizon Mortgage.
	Gaylord Entertainment Gaylord Entertainment is the holding company for Gaylord Hotels, the major new hospitality brand with properties in Nashville, Kissemmee , Florida (near Disney World) and on Lake Grapevine at DFW. These are massive 1,500 to 3,000+ room hotels with major convention / exhibition space built into what started in Nashville as the Opryland hotel. We helped create the Gaylord brand – Gaylord Opryland in Nashville, Gaylord Palms in Florida, and the Gaylord Texan in Dallas. The company also owns the Grand Ole Opry, America’s country radio flagship station WSM 650, and recently acquired the ResortQuest vacation home rental network.
			Gaylord Texan We renamed what was to be Opryland Texas, the Gaylord Texan and helped develop names and graphics for its restaurant and entertainment venues like Riverwalk Cafe, Texan Station, Ama Lur and Glass Cactus.
	Grand Ole Opry The new graphic identity for an American icon, the home of country music in Nashville. The Grand Ole Opry logo is the centerpiece of a strategic branding program for an Opry brand from Gaylord Entertainment.
			ResortQuest Gaylord Entertainment acquired ResortQuest as its initial foray into the fast growing leisure hospitality vacation home rental market. ResortQuest is the largest branded offering in this growing marketplace with regional operations focused in key U.S. vacation markets like Florida, Hawaii, Colorado, and So. California. Our new identity system upgrades the brand’s image and allows for established regional sub-identities to be incorporated as necessary.
	Harrah's Casinos We developed Harrah's brand look, the Harrah's Entertainment corporate identity, and a variety of sub-brand identities for use in the restaurant (Winning Streaks, The Range, Fresh Market Square and FantaSea Reef) and gaming areas (Interactive Entertainment, Inc).
			Essure We created the name and graphic identity for the Essure procedure for permanent birth control from Conceptus. This medical breakthrough recently received FDA approval as a non-surgical alternative to tubal ligation. www.essure.com
	Community GatePath Nobody does more good for people than GatePath – formerly called Poplar ReCare. We couldn't resist helping. Gatepath is Northern California's largest public service organization serving the disabled of all ages – "turning disabilities into possibilities." We gave GatePath its new name and look www.essure.com
			Pigmillion Possibilities Working with Community Gatepath, we helped develop a new major fundraising enterprise for this Bay Area leader in care and treatment programs for the disabled of all ages. Called Pigmillion Possibilities internally, the program is focused on disability awareness in public schools and is built around a children’s book we created called The Adventures of Pegasus Pig – a piglet who was different because he had wings.
	AGPA The American Golf Players Association (or AGPA) is American Golf Corporation's player-membership organization at over 250 courses. We named and created its brand identity.
			Select Registry Formerly known as the Independent Innkeepers Association or IIA, we renamed and reidentified this association of over 400 upscale B&Bs and inns across the U.S. and Canada. IIA said nothing to the uniformed as an endorsement. The Select Registry name, however, says "preference, distinction, choice, and authenticity."
	Skylake Yosemite Camp Skylake is a special place – a No. California tradition “on a lake, in a cabin, near Yosemite.” It is the only summer camp in California that can make this claim and after 60+ years of operation on Bass Lake in the Sierras, it has built up an impeccable reputation and strong following among upscale families in LA and the Bay Area. We helped develop the new Skylake Yosemite image including its logo (modeled after a camp craft award), the camp’s advertising program, various promotion materials, on-site signage and its interactive website.
			FairAdvantage Fair Advantage produces seminars for young women that prepare them--and their parents--to make better decisions regarding education, career, and even personal choices. Fair Advantage was founded by very successful women in the fields of entertainment, business, and professional development, who are also mothers of daughters who, when beginning the process of college selection with their daughters, our founders realized that there is a critical “missing link” in college guidance services.
	Humabuilt Humabuilt Healthy Building Systems: Working with architects, builders, developers and individuals, Humabuilt helps eliminate the health problems associated with conventional building techniques.
			Vya Preferred Vermouth Widely acclaimed by wine writers and fine restauranteurs as the finest vermouth available anywhere, we developed the unique brand name and upscale look for Vya, America's first super-premium vermouth and aperitif. www.vya.com
	Corbett Canyon Wines Our brand awareness positioning, tagline, and advertising program for Corbett Canyon wines made this the most memorable and successful new wine introduced in the late 1990's, ...90's, 90's.