Design

The Scripps College of Communication at Ohio University has launched Scripps 3.0, which positions the college as the new model for the convergence of storytelling and technology.  We produced this case statement brochure to help Scripps open doors and raise $32 million, while helping agency principal and Scripps alum Jim Vutech reconnect with students, faculty, administration, and alumni.  The College Green is just the way he remembers it. Today’s Scripps’ student experience, however, is a whole different story.

Tags: Design, Ohio University, Print, Scripps College of Communication

Is your physician independent, part of a small practice, or part of a larger medical group? Surprisingly, most patients don’t know.

It matters because larger medical groups may offer advantages to patients such as wellness programs, health management programs, coordination of care, access to electronic health records, and lower costs than independents and smaller practices.

To make these advantages more obvious to patients and other providers, Central Ohio Primary Care, the second largest physician-owned primary care medical group in the United States, asked us to help build their awareness.

Step one: a new identity to unify the practices.

Following interviews with physicians and an online survey of patients, we designed a new logo with friendlier colors and greater emphasis on the Central Ohio Primary Care name.

Watch for it at your doctor’s office!

Tags: Central Ohio Primary Care, Design

Every aspect of Jerome Village is being considered from a smart growth perspective. How the land is used. The density of the development. The protection of local character and environmental systems.

With a fifteen- to twenty-year development timeline, Jerome Village will evolve into a mixed-use environment with more than 2200 residential units.

We were involved with the project before the first shovel of dirt was turned. We developed Brand Guidelines, Graphic Standards, a comprehensive Web site, and a variety of printed materials.

The most visible evidence of our involvement is our work in helping transform a 19th century farmhouse into a 21st century sales office and welcome center that is unmistakably on brand.

Tags: Design, Highland Real Estate, Interactive, Print

Take any group of people. Give them a goal in which they have a vested interest, throw some obstacles their way, and apply pressure. What happens?

One common outcome of a shared experience is that the group members will bond. They will say things like, “Our team busted our butts putting the annual budget together in four days. Nobody slept. It was a hell of an accomplishment.”

And they will identify with each other. They will give each other knowing looks in meetings and tell inside jokes. They will develop their own mythology. And something else: they will brand themselves.

Apparently it’s human nature. One would think a football team, for example, would have one identity only. But within a team, the defensive players share a special bond, as do the offensive players. And within  the defense, the linebackers hang together, as do the defensive backs. The seniors on the team are bonded as a class, as are the first-year players.

Continue reading »

Tags: Branding, Brandstoke, Design

When you’re charged with developing a comprehensive campaign about child abuse, your first instinct is to create messages that tell the audience about the problem. But insight tells you to find a way to make the audience a part of the solution.

After talking with physicians, counselors and caseworkers who interact with victims on a daily basis, we realized everyone already knows child abuse is bad. But they don’t know what to do about it. We learned the worst possible course of action is to remain silent when abuse is suspected.

This insight lead directly to the RAISE YOUR VOICE campaign theme. The concept was executed in television, radio and print. We’re proud of the work. And honored to be involved with such an important effort.

Tags: Broadcast, Center for Child and Family Advocacy, Design, Nationwide Children's Hospital, Print

Here in the Information Age, we receive more words than can possibly register. We are deluged with data.

Funny thing. When everyone is shouting, most marketers attempt to shout louder to be heard. Most strive for share of voice by out-explaining their competitors.

In a previous post, I suggested that using fewer words demonstrates focus and clarity. “Less” stands out from the rest. “Less” is often most powerful.

As an example, this wraparound outdoor signage at West 42nd Street and 7th Avenue in New York City works without words. Not even a brand name. Of course, it is Target, a master of restraint.

Target’s effective use of simplicity arises naturally from its philosophy. “Great design is the essence of the Target brand. Since day one, our company founders recognized that the appeal of smart, stylish, well-designed products and stores would set Target apart.”

In its marketing, Target applies its standards consistently. Its advertising is quickly recognized. In its category, it owns the colors red and white, the way UPS owns brown and Fiberglas owns pink. (Owens Corning, maker of Fiberglas insulation, has actually trademarked the color pink.)

The target icon is so simple and obvious it is recognized without the Target name.

No name — ’nuff said. Which other brands can get away with this?

Tags: Branding, Brandstoke, Design