Clement Mok designs Inc. Changes Name To Studio Archetype Inc.

SAN FRANCISCO--(BUSINESS WIRE)--April 1, 1996--Clement Mok designs Inc., one of the preeminent print and interactive design firms in the country, announced a change of name to Studio Archetype Inc.

"The nature of the design world is changing, and our relationship with our clients is evolving. Implicit in our former name was the notion that we are a design firm. While design remains an important part of our business, this term has a wide variety of connotations, many of which do not fully communicate the capabilities we offer," said Clement Mok, the firm's founder and chief information architect.

"We want to clearly convey our role as `identity and information architects,' executing branding and corporate identity strategies across media types. Renaming the firm Archetype better reflects the role we are now serving for our clients."

"There was another reason to change the name. Having the company name so closely identified with mine does not reflect our main strength, which is the talented team we have built of over 40 people with skills spanning many disciplines," Mok added. "We provide a breadth of expertise ranging from brand strategy, to information mapping, to print and interactive design, to R&D programming. The firm has grown far beyond Clement Mok and my own skills and experience."

Archetype's client list includes many from the Fortune 500, including American Express, Harper Collins, Intel, Kodak, Microsoft, NBC, NationsBank, Nintendo, QVC, Sony, Time Warner, 20th Century Fox, Wells Fargo, as well as many smaller firms that are developing revolutionary products and services.

The firm specializes in serving clients who are at the convergence of the technology, entertainment and consumer markets and who are integrating emerging technologies into their businesses.

"Our goal is to help every client become the archetype of their industry -- the original model upon which all things of the same pattern or type are based. To accomplish this in today's crowded and media-saturated marketplace is our challenge," according to Mark Crumpacker, Studio Archetype's chief executive officer and creative director.

"Clients come to us with complex business transformation challenges," said Amanda North, Identity Architect. "Traditional design firms do not meet these needs. Clients are looking for savvy partners who can help them define and architect their brand identity to span all media types -- from print to dynamic Internet and Intranet web sites."

"We need a strong company foundation to continue the evolution of services we offer our clients," added Mok. "Last August I appointed Mark Crumpacker -- as CEO. He excels at building a team with creative excellence and strong project management." Crumpacker has been with the firm for three years. Prior to his joining Archetype, he was with Landor, Primo Angeli, and led creative teams at a number of Silicon Valley firms.

Mok will remain instrumental to the creative and overall direction of the firm. He will work primarily with clients planning an integrated creative and technology strategy in areas like electronic commerce, transactions and publishing, and be less focused on the administrative side of the firm. "My focus is to bridge marketing and communications with emerging transaction-based technologies that are the foundation of the next generation of electronic products," said Mok.

Mok is also a founder and chief creative officer of NetObjects Inc., a Website publishing software company whose products are based on object technology and a structured content approach which will dramatically improve the design and production of Websites.

Founded in November 1995, NetObjects provided the key enabling publishing technology for the 24 Hours in Cyberspace web site, the largest online publishing event to date. The company is funded by Norwest Venture Capital, Venrock Associates and private investors.

In addition, Mok continues as CEO of CMCD, which produces CD-based photo libraries distributed by PhotoDisc. Mok is currently authoring several books to be published this summer. -0-

Note to Editors: Studio Archetype, formerly Clement Mok designs, is an acknowledged leader in the areas of corporate identity development, information architecture and interactive design.

Studio Archetype's client list includes many from the Fortune 500 as well as smaller firms that are developing revolutionary products and services. Archetype specializes in serving clients who are at the convergence of the technology, entertainment and consumer markets and who are integrating emerging technologies into their businesses.

CONTACT: Studio Archetype Inc., San Francisco

Nancy Raff, 415/837-0272

[e-mail]