tag:blogger.com,1999:blog-37537018668547295922024-02-07T20:33:33.920-08:00woodstockOrganicConceptsCaseStudiesnorm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.comBlogger12125tag:blogger.com,1999:blog-3753701866854729592.post-73851634811205023912016-12-25T16:13:00.001-08:002016-12-26T03:39:08.542-08:00If only for the clients....<div class="separator" style="clear: both; text-align: center;">
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<span style="font-size: x-large;">W</span>e used to say, all the time, as we were sitting around chewing the fat of the hand that fed us, that advertising would be the perfect job if it weren't for the fucking clients.</div>
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And then it dawned on us, yesterday, that it's been a long long time since we've had a shitty client: a snarky MBA hell bent on covering his or her ass with mountains of statistics and focus groups out the wazoo and every. fucking. thing. exactly. by. the. book. Wharton. Ick.</div>
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A long time. Honestly, these days our clients have been really really good. Small business owners who are eager to take chances or are instinctually(<a href="http://grammarist.com/usage/instinctive-instinctual/" target="_blank">*</a>) not eager to take chances, people who are calling the shots for their own business and their own brand and it's a blast. Maybe that's the thing: it's great to deal with the people at the top. And that's exactly what we've been doing.</div>
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So, what, pray tell, might have led us to these thoughts right now in <i>this</i> forum -- these appreciations for <i><b>these</b></i> clients? Well, one Juliet Lofaro. Photographer. Client. Great client. That's what.</div>
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She came to us wanting some branding and a logo and so we sat down and we started talking. And listening. And listening some more. And right away, it came out that, at her core, she's not just a photographer, she's a <i>portrait </i>photographer. And that was a nice thing for her: to define herself that way and so we did, too. But even more than that, she seemed to be a serious thinker about her work and her craft and that led us to jump the gun a little bit and send the following email (which had no salutation - wtf?):</div>
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<span style="font-family: "helvetica"; font-size: 12px; line-height: normal;"><i><b>Philosopher/photographer, continuer of a noble tradition. Builder upon the shoulders of the giants who came before. Thinker and doer whose thoughts and deeds are captured in a fraction of a second.</b></i></span><br />
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<i><b>“A portrait is not made in the camera but on either side of it.”</b></i></div>
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<i><b> - Edward Steichen</b></i></div>
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<i><b>“The heart and mind are the true lens of the camera.”</b></i></div>
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<i><b> - Yousuf Karsh</b></i></div>
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<i><b>“My job as a portrait photographer is to seduce, amuse and entertain.”</b></i></div>
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<i><b> - Helmut Newton</b></i></div>
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<i><b>“To photograph truthfully and effectively is to see beneath the surfaces and record the qualities of nature and humanity which live or are latent in all things”</b></i></div>
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<i><b> - Ansel Adams</b></i></div>
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<i><b>“In a portrait, I’m looking for the silence in somebody.”</b></i></div>
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<i><b> - Henri Cartier-Bresson</b></i></div>
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<i><b>“When people look at my pictures, I want them to feel the way they do when they want to read a line of a poem twice.”</b></i></div>
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<i><b> - Robert Frank</b></i></div>
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<i><b>“The most emotionally resonant photos are portraits, capturing the soul of a person, place or thing.”</b></i></div>
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<i><b> -Juliet Lofaro,</b></i></div>
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<i><b> portrait photographer</b></i></div>
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<i><b>Juliet, your branding is clear to me. I’d love to talk with you more about this direction and how you feel about it and maybe even how to express it out in the world.</b></i></div>
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Well, she liked these thoughts a lot and we were able to put the cart back behind the horse and proceed with our proprietary branding questionnaire. Now, this questionnaire, 40 or so questions, never fails to identify a client's brand essence and Juliet filled it out and we filled it out and then we all compared notes and agreed that really and truly, what she should stand for in the minds and hearts of her customers was "connections." The connection between her and her subjects that's documented in her camera and the connection between the resulting photo and those who see it out in the world. Connections.<br />
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So, next step, we started a logo exploratory, searching for ways to graphically represent the concept of connections. Here are some of the first round ideas, incorporating her new job description "Portrait Photographer" instead of just "photographer":<br />
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<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbn0f_lmvphVpOvx-ct00LZub23g4_rQVLP_dVoeYXSoPWLAQTC1ZDEbwVHKvn5Alaomqs6rireX6cdUkAiOYCJsRdlruc_bDGhJTvF2uulqpbYeu5c5e3fs4-JfeJZj_D9rvl2wsL8E0/s1600/Screen+Shot+2016-09-24+at+9.42.47+AM.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="280" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbn0f_lmvphVpOvx-ct00LZub23g4_rQVLP_dVoeYXSoPWLAQTC1ZDEbwVHKvn5Alaomqs6rireX6cdUkAiOYCJsRdlruc_bDGhJTvF2uulqpbYeu5c5e3fs4-JfeJZj_D9rvl2wsL8E0/s320/Screen+Shot+2016-09-24+at+9.42.47+AM.png" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">Two fingers on two shutters, representing connection.</td></tr>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmrLiVsFry1F33z5Gy5ZJyYnJ9T8GqLSnsXdZKXqSxcOu_2_w4i41JbFmr1OBTwb7KVW3ASzrJExxSGckgK1I5nQynEBeAyMp6wditvZs5FRzLhnQx8IAtg5LXmr1-pQmJH-PhxuV7IlA/s1600/Screen+Shot+2016-09-24+at+9.43.23+AM.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmrLiVsFry1F33z5Gy5ZJyYnJ9T8GqLSnsXdZKXqSxcOu_2_w4i41JbFmr1OBTwb7KVW3ASzrJExxSGckgK1I5nQynEBeAyMp6wditvZs5FRzLhnQx8IAtg5LXmr1-pQmJH-PhxuV7IlA/s320/Screen+Shot+2016-09-24+at+9.43.23+AM.png" width="306" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">Getting inside of the head of your subject.</td></tr>
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<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpirUT1pyLC_0T8uECUjxmA9PU3gIqQI8IFGN7PmfmEHzlhJPoDYevfZOD7AgdYczK0mfu9kmBozAv5KFRU3tpza4nxImYbWaGHzt3_CYms6EVnC3PwI5hDrcn0NKY8nGtIq2B5R-KBsg/s1600/Screen+Shot+2016-09-24+at+9.43.12+AM.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpirUT1pyLC_0T8uECUjxmA9PU3gIqQI8IFGN7PmfmEHzlhJPoDYevfZOD7AgdYczK0mfu9kmBozAv5KFRU3tpza4nxImYbWaGHzt3_CYms6EVnC3PwI5hDrcn0NKY8nGtIq2B5R-KBsg/s320/Screen+Shot+2016-09-24+at+9.43.12+AM.png" width="317" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">Getting inside of the head of your subject, line drawing version.</td></tr>
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<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQCkcg1Cb3o-FFMNXd_glSKO1FI7umNQ-XafVIc_CTzBbChz_oh2wIkG4-qD6URIuwOpRqZPeXHe0xs8VgBWGVGLX2YQS2fg4AR-4RQDdlZVAabo1OWMrUNVr5Umha6cmDYJwijP7Mgmo/s1600/Screen+Shot+2016-09-24+at+10.02.46+AM.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="303" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQCkcg1Cb3o-FFMNXd_glSKO1FI7umNQ-XafVIc_CTzBbChz_oh2wIkG4-qD6URIuwOpRqZPeXHe0xs8VgBWGVGLX2YQS2fg4AR-4RQDdlZVAabo1OWMrUNVr5Umha6cmDYJwijP7Mgmo/s320/Screen+Shot+2016-09-24+at+10.02.46+AM.png" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">Getting inside the head of your subject through conversation.</td></tr>
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We'd sent along some others, too, but these are the highlights and, also, we were REALLY excited by two of them in particular: #3, the line drawing of overlapping faces and #4, the conversation bubble with the camera lens in the middle. </div>
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Well, as so often happens, out client was not as excited as we were, though she kinda liked the idea of using a stylized camera iris and kinda liked the idea of using her signature, so we went back to the drawing board</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOPVfAOQP_a2Xq0Zlrnx2YgmcMH8cjFjl2s5-2aVelS1_E-k-nUtq4uwiijv39HXx4fyJJJfp-AKXLk3qT7MC11WX3lcqMDX_3LnNPll-1RtjXMDiJTrrCOc0VNVI7M08gLb_ur7H8iXQ/s1600/005.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="261" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOPVfAOQP_a2Xq0Zlrnx2YgmcMH8cjFjl2s5-2aVelS1_E-k-nUtq4uwiijv39HXx4fyJJJfp-AKXLk3qT7MC11WX3lcqMDX_3LnNPll-1RtjXMDiJTrrCOc0VNVI7M08gLb_ur7H8iXQ/s320/005.jpg" width="320" /></a></div>
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<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQMibctjJjKaS_mEjeRLpxO2l5NDXTmKmKCF-kY0DT6eQi2FPesDo3_g1GBymCkRwzympETgqbeLV_OcK8p0L3lgwuZFxIUG7-vmuxO3q2fDYo0iebu0udo3sKNTxodx_Nhy2MuWI7Dms/s1600/007.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="319" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQMibctjJjKaS_mEjeRLpxO2l5NDXTmKmKCF-kY0DT6eQi2FPesDo3_g1GBymCkRwzympETgqbeLV_OcK8p0L3lgwuZFxIUG7-vmuxO3q2fDYo0iebu0udo3sKNTxodx_Nhy2MuWI7Dms/s320/007.png" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">Adding the signature to the conversation bubbles.</td></tr>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNkRsQbkYwCXWCFXBgmG9-a0Snj5Rigsla2wL32uHx7Dg9lQgYlf6QZ0gkzXWTuL-9nLfynPvfSz6kL0_pQ6kgFYWqdeBoSnj4XNCoX2vwVaCzQ9LsWWrb_OPv_UhEDqS8xOm55cjYr9o/s1600/001.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNkRsQbkYwCXWCFXBgmG9-a0Snj5Rigsla2wL32uHx7Dg9lQgYlf6QZ0gkzXWTuL-9nLfynPvfSz6kL0_pQ6kgFYWqdeBoSnj4XNCoX2vwVaCzQ9LsWWrb_OPv_UhEDqS8xOm55cjYr9o/s320/001.jpg" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVSd9NoHFwWdbBSWLSGz_ZolHE0gfVcXRKFzBMfywl6in0Kx5WY0zluekUu54BmfbhwM2mistvbaz_aX4JQvoTZ_F0wqD3J_MSMSA2dZvAq3u44P6MtFhemKBboraJocnPL9pkyJ-zdhQ/s1600/002.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVSd9NoHFwWdbBSWLSGz_ZolHE0gfVcXRKFzBMfywl6in0Kx5WY0zluekUu54BmfbhwM2mistvbaz_aX4JQvoTZ_F0wqD3J_MSMSA2dZvAq3u44P6MtFhemKBboraJocnPL9pkyJ-zdhQ/s320/002.jpg" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOsY7MoQ5eFbjy44xYcL9GJnPlFCTigVO4LaVy5VP3mDnO9mHsrc2mZwtED_xQvxcJxkbRWf0h4HfM1lqwOk0ZjCT3B9tOKHgnQbQVwRZxvxEA-l9GHbNTDogps50Gru-eYregrktOj2o/s1600/003.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOsY7MoQ5eFbjy44xYcL9GJnPlFCTigVO4LaVy5VP3mDnO9mHsrc2mZwtED_xQvxcJxkbRWf0h4HfM1lqwOk0ZjCT3B9tOKHgnQbQVwRZxvxEA-l9GHbNTDogps50Gru-eYregrktOj2o/s320/003.jpg" width="320" /></a></div>
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<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBbMoysRHRNxe3FkKJpLYQMi1gWFjZ5EuYckgzU4p332rVIDg3cQNT_fbvqPZE204I881uZUlhO5wq2oYTzODfr7ieIndJgyz_Ql1b7yRSJhmRV_E22Jeo4i8HoiZhTeWmXh_fLrTz_Vs/s1600/004.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBbMoysRHRNxe3FkKJpLYQMi1gWFjZ5EuYckgzU4p332rVIDg3cQNT_fbvqPZE204I881uZUlhO5wq2oYTzODfr7ieIndJgyz_Ql1b7yRSJhmRV_E22Jeo4i8HoiZhTeWmXh_fLrTz_Vs/s320/004.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">Adding a heart to the stylized camera lens, with the heart standing in for the concept of "connection".</td></tr>
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<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTakgCe5kq4WWH-Hm7EWI5wqJF2nlXQ6nD9YFLjFeMwGQ2Ob3zciO9mPRX-Th3DkcqhstMUXdXcnoWKk7FR1EpTxi8rrSpWF9o4BZjae1Pz5p_mCo8l2oBDaQUGfoNULX6_pwjZ-qVzAY/s1600/Screen+Shot+2016-12-25+at+4.10.28+PM.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="281" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTakgCe5kq4WWH-Hm7EWI5wqJF2nlXQ6nD9YFLjFeMwGQ2Ob3zciO9mPRX-Th3DkcqhstMUXdXcnoWKk7FR1EpTxi8rrSpWF9o4BZjae1Pz5p_mCo8l2oBDaQUGfoNULX6_pwjZ-qVzAY/s320/Screen+Shot+2016-12-25+at+4.10.28+PM.png" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">A graphic version of "connection"built on the similarities between the upper case "J" and "L".</td></tr>
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<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGn8rm51RfdkMSw7NOdnWYjwnV0SyCE0yNoyFN7Av7028ueKE7VcAQaXe7Y2vIY_-0bH5JfCGsRLFrVBFc7YlZbSPYMay8z4YgXg9hIuxoEzg-iQcTtPw_gUTLNEhcKLdTJHtdJBvtoFI/s1600/010.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="294" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGn8rm51RfdkMSw7NOdnWYjwnV0SyCE0yNoyFN7Av7028ueKE7VcAQaXe7Y2vIY_-0bH5JfCGsRLFrVBFc7YlZbSPYMay8z4YgXg9hIuxoEzg-iQcTtPw_gUTLNEhcKLdTJHtdJBvtoFI/s320/010.png" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">A further exploration of the "J" and "L" connection.</td></tr>
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<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiz7lnPIiZfgEpJkx-4H_wxjQw_s1eKmAWraoqL_lMn7y3b7GqTuFKZZGMlEFBn1mhjWb6xK4iOaHagsDNf_et0U-HxET_WjWZzUDSAR-DW8E2o1rw-pPjyTk-_LuG_4EjDVjB_tMt_J5o/s1600/011.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiz7lnPIiZfgEpJkx-4H_wxjQw_s1eKmAWraoqL_lMn7y3b7GqTuFKZZGMlEFBn1mhjWb6xK4iOaHagsDNf_et0U-HxET_WjWZzUDSAR-DW8E2o1rw-pPjyTk-_LuG_4EjDVjB_tMt_J5o/s320/011.png" width="273" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">And, finally, though she didn't really dig it, another push for this line drawing head, this time with signature!</td></tr>
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Well now, at this point, our esteemed client had a favorite: the heart inside of the camera lens. She felt that it expressed the idea of "connections" just fine and had the legs to look good on a variety of merchandise, etc. So we began investigating various versions of that...</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6EE1L3l6WngZA26p1ieZmrRM8H6TuY4r1EMi_kb9eLuyXOaZcDXO4Sbo1yKxqMx1xbAJYDCFLwotGlMNdIuoi45k9oVODRFaz21FnsGAIaYN6IlG5JBnIO6gUIaJp8TnwJxm_ONqxZfg/s1600/Lofaro_LogoStyle_Tests_2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6EE1L3l6WngZA26p1ieZmrRM8H6TuY4r1EMi_kb9eLuyXOaZcDXO4Sbo1yKxqMx1xbAJYDCFLwotGlMNdIuoi45k9oVODRFaz21FnsGAIaYN6IlG5JBnIO6gUIaJp8TnwJxm_ONqxZfg/s400/Lofaro_LogoStyle_Tests_2.jpg" width="313" /></a></div>
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Different fonts, different hearts, and getting closer and closer to a great logo. And then, one morning, in the morning fog of recently departed slumber, it dawned on us! We didn't want a heart inside the lens, we wanted the lens inside the heart!! So after a couple of rough sketches and a conceptual "ok" from our client, we went ahead and looked at some finished roughs of that:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigAGKBKgnvdy0Y2ysMIkvfH8IMcYNCuitcmtFphe8Q-43P7AiPzcLXS0gTudlolzq4SSpmdnAMIStsw2cnv7EJzIbdRQ9mgVZHlcve1UQvna39oxBNJR021tglSHBNA24r9CJkCpDsCLs/s1600/Lofaro_LogoStyle_Tests_4+bw.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigAGKBKgnvdy0Y2ysMIkvfH8IMcYNCuitcmtFphe8Q-43P7AiPzcLXS0gTudlolzq4SSpmdnAMIStsw2cnv7EJzIbdRQ9mgVZHlcve1UQvna39oxBNJR021tglSHBNA24r9CJkCpDsCLs/s400/Lofaro_LogoStyle_Tests_4+bw.jpg" width="293" /></a></div>
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And then, with only a few more adjustments and explorations, we'd found our logo. (Top below) But instead of looking at it as static design, with the heart always in between the "Juliet" and the "Lofaro", we recommended thinking of the logo as a collection of 3 unique elements: the icon, her name, and her job description. Implementing Dynamic Design™ in this way gave us a lot of flexibility for various logo applications.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcsWhV_NmHwPtaV25EgTFzuSCNQPUzxJGewMMbbZNQNPBZh_vu2tPeLBdHjb3D5DsQbBrV-dxULByfLZzhjqMUur6_GlHFrk5dZnxWROC_ONPRl-k-iUiGAIKNRFegKUjUWnSinSAj0aM/s1600/Screen+Shot+2016-10-13+at+10.28.53+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="337" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcsWhV_NmHwPtaV25EgTFzuSCNQPUzxJGewMMbbZNQNPBZh_vu2tPeLBdHjb3D5DsQbBrV-dxULByfLZzhjqMUur6_GlHFrk5dZnxWROC_ONPRl-k-iUiGAIKNRFegKUjUWnSinSAj0aM/s400/Screen+Shot+2016-10-13+at+10.28.53+AM.png" width="400" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZhHqjaRdM3v_URJN3_zG9YR8hBMmpdaH_mkrNdBZW8MPwIV3WuzNim37qct1oGWCJuzcrvaAa1RSNyh3EMv7Y4F9XNIG3DDzpRAWhrysIySPl42wMgMrP6V-bX6qLnmju69ClbBjs6SU/s1600/Screen+Shot+2016-10-13+at+10.20.03+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="269" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZhHqjaRdM3v_URJN3_zG9YR8hBMmpdaH_mkrNdBZW8MPwIV3WuzNim37qct1oGWCJuzcrvaAa1RSNyh3EMv7Y4F9XNIG3DDzpRAWhrysIySPl42wMgMrP6V-bX6qLnmju69ClbBjs6SU/s320/Screen+Shot+2016-10-13+at+10.20.03+AM.png" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHXfoB9fm5S4QRbsCYN1aaKCxoWHznwLZW5EWrgL8dTIq_fPdDPgQq7jl0WwuM4tfBrg43GZhs62eJtx8GcFeZkSwffJMntoql5DdWq57Tpi7ZlxdSg5VclNJBJXZbU727r0jJDZEp7C4/s1600/Screen+Shot+2016-10-13+at+10.20.33+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="275" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHXfoB9fm5S4QRbsCYN1aaKCxoWHznwLZW5EWrgL8dTIq_fPdDPgQq7jl0WwuM4tfBrg43GZhs62eJtx8GcFeZkSwffJMntoql5DdWq57Tpi7ZlxdSg5VclNJBJXZbU727r0jJDZEp7C4/s320/Screen+Shot+2016-10-13+at+10.20.33+AM.png" width="320" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSLKEDX8AL1VlBVZY9idlQ6x8D3q1IuCnMMvK5a09ZUHUnMjUIMBseZihTelaBGaMGOZ5sbPnOch42GD4ueDvQYbPAyHRpdgUy4RaMffTE7mqQoleZ9R8mf9_WbaPJi6ET6vsOCSgZq4M/s1600/Screen+Shot+2016-10-13+at+10.25.32+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="298" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSLKEDX8AL1VlBVZY9idlQ6x8D3q1IuCnMMvK5a09ZUHUnMjUIMBseZihTelaBGaMGOZ5sbPnOch42GD4ueDvQYbPAyHRpdgUy4RaMffTE7mqQoleZ9R8mf9_WbaPJi6ET6vsOCSgZq4M/s320/Screen+Shot+2016-10-13+at+10.25.32+AM.png" width="320" /></a></div>
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And that's the real, true story of Juliet Lofaro, Portrait Photographer. And the connection we made with her, and the connections she makes with her subjects, and the connections her photos make with their audience. </div>
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Advertising, it's kinda the perfect job after all. Or maybe we're just lucky to have perfect clients.</div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYH6LY4KUwCCYkuPDhyphenhyphen7EsbjIhRT1qmR9FG4gg-5TMK8sLMuWP8vfSVHIOtixR-QXN6mvxBJSFZ18XsXVpJogvHjFRtX5_pakXUUQsxlDg7EWJRdY-tVQkMUfz4lNQ4y1WQJgvKgN5h70/s1600/IMG_1140.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="261" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYH6LY4KUwCCYkuPDhyphenhyphen7EsbjIhRT1qmR9FG4gg-5TMK8sLMuWP8vfSVHIOtixR-QXN6mvxBJSFZ18XsXVpJogvHjFRtX5_pakXUUQsxlDg7EWJRdY-tVQkMUfz4lNQ4y1WQJgvKgN5h70/s400/IMG_1140.JPG" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="font-size: 12.800000190734863px;">Temporary tattoo, sticker and business card, front and back.</td></tr>
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norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-85206029603512303042016-06-23T13:25:00.005-07:002016-06-27T05:50:34.664-07:00Young Rhinebeck branding and logo<div style="text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGXJIyr6B0w7J2WT6jai9oYxWi9p1G_h88RsE6STUjBA89GqGahVI63PcdrIMKsCm-qphDgqtN3cLKNcpfmRLhCVpI14ZhbCoCEPRtrQIPPXQTammXF3k1NgayFvEcIWhOgXP3cOPqZpA/s1600/YR2012LogoHigRes.jpg" imageanchor="1"><img border="0" height="219" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGXJIyr6B0w7J2WT6jai9oYxWi9p1G_h88RsE6STUjBA89GqGahVI63PcdrIMKsCm-qphDgqtN3cLKNcpfmRLhCVpI14ZhbCoCEPRtrQIPPXQTammXF3k1NgayFvEcIWhOgXP3cOPqZpA/s320/YR2012LogoHigRes.jpg" width="320" /></a></div>
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Young Rhinebeck was (is) a wonderful community-based, volunteer-led not-for-profit organization based in the Mid-Hudson Valley town of Rhinebeck, NY. Its signature program links English as new or English as second language (ENL & ESL) elementary school students with Bard College tutors to help with homework, enhance language skills and to provide translators for parents to help nurture connections and engagement with the family, school and broader community. Young Rhinebeck also offers world-focused events to fill in the second half of district-wide half days (Half Day/Whole World), world-intensive semester-long programming (World Connect) and arts programming, which had consisted entirely of a sleepover "Night at the Museum" at Bard's Hessel Museum. </div>
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Their brand definition was non-existent, and for an organization that offered such a disparate range of services, it was not immediately apparent what they should or could reasonably stand for, in terms of branding.<span style="font-family: Times, Times New Roman, serif;"> <span style="color: #222222;">While the
programs had enormous success and respect from the school system and participants,
Young Rhinebeck was missing an opportunity to demonstrate their impact within
the larger community and among donors.</span><span style="color: #222222;">
</span><span style="color: #222222;">In addition, YR wished to expand their programs to new school districts,
so making a compelling case for the brand and what it could bring to new
districts was essential.</span></span><br />
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One thing the board was immediately open to was a logo exploratory, just one part of the branding process, as we've written about extensively. <a href="http://woodstockorganicconcepts.blogspot.com/2014/11/the-tortoise-and-hare.html" target="_blank">(Read our essay "The Tortoise and the Hare" here.)</a> Well, we love creating logos, and so we were happy to indulge. Here below are a few of the rough concepts we presented.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgMqPFGQX_accjzGtACbvvHrDQdwneSJZqdyDXS2VXhyWngvQW56R0g7KiK8pB7w5betAVmb1o92VdcpdwbI6uHz6mJKV882PA9aFAkWLw54JoDwUUOqidwSc6HQzeE-SvBIoxHeMFhKpg/s1600/Untitled-1.jpg" imageanchor="1"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgMqPFGQX_accjzGtACbvvHrDQdwneSJZqdyDXS2VXhyWngvQW56R0g7KiK8pB7w5betAVmb1o92VdcpdwbI6uHz6mJKV882PA9aFAkWLw54JoDwUUOqidwSc6HQzeE-SvBIoxHeMFhKpg/s1600/Untitled-1.jpg" /></a></div>
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Now, as it happens, sometimes when a client delves into the process, they start to understand more and more of the possibilities and at this point in time, the Young Rhinebeck clients indicated that they were maybe kinda definitely open to the idea of changing the name!! Well, we liked that idea a lot and took the opportunity to engage them in a top to bottom rebranding.</div>
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So we sat down with the Board and talked about <a href="http://woodstockorganicconcepts.blogspot.com/2012/10/what-is-branding-work-in-progress.html" target="_blank">branding and what a brand is</a> and how we work and then we sent them all home with our proprietary brand questionnaire to fill out. 50 questions about the brand and the target and the competition and whatnot. And when each of them had filled it out, we went through it and, as if by magic (seriously: it almost always works this way!) a predominant theme emerged. A brand essence, if you will. "Connections." Young Rhinebeck makes connections. Their LLL program connects ESL kids to their studies, their school and community, and to each other; the other programs connect different constituencies to different cultures and to the arts. Connections.<br />
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So, with this in mind, we did an entire name and URL exploratory (good URL's are getting harder and harder to find) and ended up on "CultureConnect" and www.CulCon.org. Nice name, nice URL. Now we started making the logos.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCYF1t7gdlPbRhBY-9bD64OAN9IMHnZquoa1S1RoADgUHink0uH5bMdQNyqG0RSOq8ypcvP59pCJS4cBvghyphenhyphenCL9o1BtmaiF04RUVAEFRz6YYHOPEXaZSZKsRO4p5YFaf90Z1X1K0jOoQc/s1600/001.jpg" imageanchor="1"><img border="0" height="303" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCYF1t7gdlPbRhBY-9bD64OAN9IMHnZquoa1S1RoADgUHink0uH5bMdQNyqG0RSOq8ypcvP59pCJS4cBvghyphenhyphenCL9o1BtmaiF04RUVAEFRz6YYHOPEXaZSZKsRO4p5YFaf90Z1X1K0jOoQc/s320/001.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgyq3xVta4B77rvnA-rVxP8YUGvUMi8jZKJQnbOZQbjC9Ux_2BC7RJoiDmNVTs6uI7NMPUu8AS0rU7iD7lrwilP1VFvq5ntkHacST1liPDQJI1A9N3v_NYmO20NB9hfeo3PdDqSCzNaVUE/s1600/002.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgyq3xVta4B77rvnA-rVxP8YUGvUMi8jZKJQnbOZQbjC9Ux_2BC7RJoiDmNVTs6uI7NMPUu8AS0rU7iD7lrwilP1VFvq5ntkHacST1liPDQJI1A9N3v_NYmO20NB9hfeo3PdDqSCzNaVUE/s320/002.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0Zl8hCoLRso1tpmKDNOJckwEwy6rildey5OIuBcsAdiv9IV9on6HgZKHCN_-ewZ_4g55u8JsZp1q5PX3QMOzKfhV9Y1mprkQazg5TmF7FqQ_xuEctLLsr_cGWBROY-TLPl_8gzwkcyTs/s1600/007.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0Zl8hCoLRso1tpmKDNOJckwEwy6rildey5OIuBcsAdiv9IV9on6HgZKHCN_-ewZ_4g55u8JsZp1q5PX3QMOzKfhV9Y1mprkQazg5TmF7FqQ_xuEctLLsr_cGWBROY-TLPl_8gzwkcyTs/s320/007.jpg" width="306" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzMmCP6CX51grpYCz7-P9m35Qi-xRpwvJHfsaesIwzhGUdhXGY04-cRSAKHVD47Lr_OR4LBrjWvqqbQ2X6y-8ErZY69jtIJ69oD-hEKw6UP7QqIKBQhLJ05UoYQMdk6Es300pviY64W-4/s1600/005c.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzMmCP6CX51grpYCz7-P9m35Qi-xRpwvJHfsaesIwzhGUdhXGY04-cRSAKHVD47Lr_OR4LBrjWvqqbQ2X6y-8ErZY69jtIJ69oD-hEKw6UP7QqIKBQhLJ05UoYQMdk6Es300pviY64W-4/s320/005c.jpg" width="320" /></a>'<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9NfdZxOpUXPVs7Unv2RiRvzat2OSdXSogy81mBO-1AOKjxeBEnaDNgZAJ17S_udh5KQZPnAC8ZVTUOxjryWANycpt0sjUCLQkpQ1sEvFU7Yz3L0QUsjfbfpRoB_pDtZWgBzyw3IL0fuY/s1600/004.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9NfdZxOpUXPVs7Unv2RiRvzat2OSdXSogy81mBO-1AOKjxeBEnaDNgZAJ17S_udh5KQZPnAC8ZVTUOxjryWANycpt0sjUCLQkpQ1sEvFU7Yz3L0QUsjfbfpRoB_pDtZWgBzyw3IL0fuY/s320/004.jpg" width="320" /></a><br />
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Really, if we could be absolutely brutal here . . . not our best showing with the stuff above. But at some point, thinking about connectors (we do kinda love the staples above, abstract as they might be), we thought about puzzle pieces. Connecting other pieces to a bigger whole. Well, we liked that idea and ran with it.<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgyWl-g1XcBpBbA0u1qIY9HYfXw8mVhdxeX5OJQDLyj7yKLBbFMSOmqUIRYpw6Dix47_8ogFiXmv6NmWqhN4WH_K_0h-Th_t6O_Vzmc6TrrZ4o2m8LohGUFdrc0tkhka46vF4PSCT347hE/s1600/007a.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgyWl-g1XcBpBbA0u1qIY9HYfXw8mVhdxeX5OJQDLyj7yKLBbFMSOmqUIRYpw6Dix47_8ogFiXmv6NmWqhN4WH_K_0h-Th_t6O_Vzmc6TrrZ4o2m8LohGUFdrc0tkhka46vF4PSCT347hE/s320/007a.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj6t9WB1IPIeLuQG4HrJtklJe6RqcrzulECGLeZNxIlO5Euw5N4vJhV4GeE-OxMbB2fQKOMgKyQQL6XtSMf13K90dBcWUj1aPBy1uYgE-j3tzZYQVSY860oTBz-6m5I1lcYLltq5Th2t3E/s1600/009.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj6t9WB1IPIeLuQG4HrJtklJe6RqcrzulECGLeZNxIlO5Euw5N4vJhV4GeE-OxMbB2fQKOMgKyQQL6XtSMf13K90dBcWUj1aPBy1uYgE-j3tzZYQVSY860oTBz-6m5I1lcYLltq5Th2t3E/s320/009.jpg" width="320" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJBWD9i9B7378PvzRraEqrYptGxVuy9b4GmZpPbfZhtg-4-_2MH89zpQFVzmHIo4hBRmHSKwBP8xfaAMRB1c5ARbaWegWqj3lKxGwbtz4IcziPWCFNgdTifEl_itrEQLyay-JgcleCHOw/s1600/017.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJBWD9i9B7378PvzRraEqrYptGxVuy9b4GmZpPbfZhtg-4-_2MH89zpQFVzmHIo4hBRmHSKwBP8xfaAMRB1c5ARbaWegWqj3lKxGwbtz4IcziPWCFNgdTifEl_itrEQLyay-JgcleCHOw/s320/017.jpg" width="304" /></a><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoljd7ZjbQ9w6VsHoOM1a0aFPJ5BaGfh1ZEq0mhvQobSn4YZdSmJLTauaws9E12PePenOMh9d25pluj5nr1HIV3Y-zSTs-6GB0mnjEoBZXvnrcmCc9-MOdoE7ykyV8MTlYmDjA4LWwH4Y/s1600/018.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoljd7ZjbQ9w6VsHoOM1a0aFPJ5BaGfh1ZEq0mhvQobSn4YZdSmJLTauaws9E12PePenOMh9d25pluj5nr1HIV3Y-zSTs-6GB0mnjEoBZXvnrcmCc9-MOdoE7ykyV8MTlYmDjA4LWwH4Y/s320/018.jpg" width="304" /></a><br />
Eventually we landed here (below) and realized that the position of the name under the graphic would also work to define the left side of the graphic. The letter "C" on the left of the globe-filled puzzle piece "C" on the right. (scroll down)<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4tLnFGnhYlp2epaacWmnNTNptIuFzCRy6cmtH_TIZNMOSjoSYyePaUiF7yuKghk2q6gjF6ukHKl7g9cBKaS3wPF2q-NA3UgsqlnKCtW-g45CH50EOyk-w0OfDmTGrjiG5npmqmWrTB_I/s1600/015.jpg" imageanchor="1"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4tLnFGnhYlp2epaacWmnNTNptIuFzCRy6cmtH_TIZNMOSjoSYyePaUiF7yuKghk2q6gjF6ukHKl7g9cBKaS3wPF2q-NA3UgsqlnKCtW-g45CH50EOyk-w0OfDmTGrjiG5npmqmWrTB_I/s320/015.jpg" width="320" /></a><br />
Et voila!! With a million tweaks between the version above and the final version below, our new name had a new logo!. And this, we don't mind saying, really IS our best showing:<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7jULO-FNGu7FciWkbOJyotsW0njx8nYW2lF5rYeOYJqJw-kPkhnDRXYLirBtbdUjMcC7mcnm9fHdnoLkV0rIIt7GfsaUZQTUn5HHsZPTS4WIcB0giKUDpa7FJJZXg2o57N-RRzvKNJdY/s1600/cc+logo+w+yr+transition.jpg" imageanchor="1"><img border="0" height="338" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7jULO-FNGu7FciWkbOJyotsW0njx8nYW2lF5rYeOYJqJw-kPkhnDRXYLirBtbdUjMcC7mcnm9fHdnoLkV0rIIt7GfsaUZQTUn5HHsZPTS4WIcB0giKUDpa7FJJZXg2o57N-RRzvKNJdY/s400/cc+logo+w+yr+transition.jpg" width="400" /></a><br />
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<span style="color: #222222;"><span style="font-family: Times, Times New Roman, serif;">The new logo successfully create<a href="" name="_GoBack"></a>d a distinguishing
visual identity of CulturalConenct’s brand with an immediate strong sense of
mission and purpose. </span></span></div>
<div align="center" class="MsoNormal" style="background-color: white; background-position: initial initial; background-repeat: initial initial; line-height: 13.85pt; margin-bottom: 0.0001pt;">
<span style="color: #222222;"><span style="font-family: Times, Times New Roman, serif;"><br /></span></span></div>
<!--EndFragment-->Now with the branding complete, the new name and the new logo, there were a few more things to do. We worked out a streamlining of the mission statement:<br />
<br />
<i><b>CultureConnect prepares youth</b></i><br />
<i><b>to interact with their local and</b></i><br />
<i><b>global communities with intelligence,</b></i><br />
<i><b>compassion, and cultural competence.</b></i><br />
<br />
We got a banner and marched in the local Memorial Day parade . . .<br />
<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEZ0pGm2Rhx8gni37X1HIT9qP1XC4BG7VmgmLo0S58Ac70rE-CFxM3FAKOB6HcTG-wsjbwAZQVRzF9eID7PBz8eCfhanpWcqDFsqbmQbGdrQAyWVjycKxxLl3qaoU8VOYmkjGhAD96O1k/s1600/IMG_7779.JPG" imageanchor="1"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEZ0pGm2Rhx8gni37X1HIT9qP1XC4BG7VmgmLo0S58Ac70rE-CFxM3FAKOB6HcTG-wsjbwAZQVRzF9eID7PBz8eCfhanpWcqDFsqbmQbGdrQAyWVjycKxxLl3qaoU8VOYmkjGhAD96O1k/s320/IMG_7779.JPG" width="320" /></a><br />
<br />
. . . and we've created an award for a graduating senior who has served CultureConnect over the course of their high school career. It will be given out in front of the thousands of people who attend H.S. Graduation ceremony every year.<br />
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<div style="text-align: center;">
In addition, Woodstock Organic Concepts wrote and produced a wonderful video explaining CultureConnect's LLL program. You can see it here:<br />
<br />
<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/7GL8MgPyIvc/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/7GL8MgPyIvc?feature=player_embedded" width="320"></iframe><br />
<br />
So, that's our story about branding Young Rhinebeck. Almost. You see, one of the new programs this newly branded organization has come up with is a 5 week trip to Madagascar, where the second language is French. Well, it turns out that "cul" and "con" are slightly vulgar French slang that we didn't want to be advertising in our URL. Luckily, we caught this before the URL went out into the world (one of us here at WOC lived in France and remembered at the last minute) and so now the new URL is:<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnegn6ZZg-DPHdezH3GQzfggDR9dFeGAHRvd68QjEFKNsloKzwlVQwRoHAEXvLCxuTKTn_zpzdCBFLIBw0eF8vtTMwlWSGSQSVCLxBzTEIRcaYykluhORBqOLDEbu0n0r9mGo9yCmI39o/s1600/final+cc+logo+w+url.jpg" imageanchor="1"><img border="0" height="294" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnegn6ZZg-DPHdezH3GQzfggDR9dFeGAHRvd68QjEFKNsloKzwlVQwRoHAEXvLCxuTKTn_zpzdCBFLIBw0eF8vtTMwlWSGSQSVCLxBzTEIRcaYykluhORBqOLDEbu0n0r9mGo9yCmI39o/s320/final+cc+logo+w+url.jpg" width="320" /></a><br />
And CultureConnect, with its newly unified and recognizable brand identity is poised for even greater good.<br />
<br /></div>
norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-27269790693684431012014-04-10T06:52:00.000-07:002014-05-09T04:23:00.258-07:00Fashion-forward raincoats case study<div class="separator" style="clear: both; text-align: center;">
When the makers of a line of fashion-forward women's rain coats came to us for branding help, we were flattered and excited to be a part of it. </div>
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As is the case with so many clients, this one couldn't wait to get going, and so branding became a consideration that came after many creative decisions had already been made -- decisions that should have been made seeing each one as an opportunity to express the brand essence. </div>
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As it so often happens, these decisions were made prior to undertaking a deep understanding of the brand and what it should stand for; and while that's never ideal, it's also never a cause for despair. If the brand essence identified is strong enough, it can shine its light on all prior creative decisions. (Naturally we prefer putting the horse of branding in front of the cart of brand expression, even though we don't always get to work that way.) </div>
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In this case, the client had already decided on a name, a logo, and a tag line. Though none of them really expressed what we later came to understand as the brand essence, none of them were bad at all. They also already had a website up and running.</div>
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The name and the logo:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1NsqlVfHvxtZ80G8t4k7d1l2bnqbxYZdojZD3NAzgE6mktB-QcX4xkyGgXhlSkji9KwoCPfZK3vV1953vKhyphenhyphenfGuIow5H3odNnkKJfsTNASMF9EHOR5RNcoVJ1xNMibk19H3oKksLICOs/s1600/001.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1NsqlVfHvxtZ80G8t4k7d1l2bnqbxYZdojZD3NAzgE6mktB-QcX4xkyGgXhlSkji9KwoCPfZK3vV1953vKhyphenhyphenfGuIow5H3odNnkKJfsTNASMF9EHOR5RNcoVJ1xNMibk19H3oKksLICOs/s1600/001.jpg" height="300" width="400" /></a></div>
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We brought a good category insight to the job:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggsnHu0Qr-Swd_yrhIuXIj9lxpnmTzvDWVeW0vJZYC3_FPYQiWu-Uv0YlNBHTMlLIYVw2ukq-Bpqj5qFaDThrwTt1ddPD0x_HWvhZFFIZjf5DHDnFyaFbFLQdtq1DvFrVt4RrihnT9icU/s1600/02a.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggsnHu0Qr-Swd_yrhIuXIj9lxpnmTzvDWVeW0vJZYC3_FPYQiWu-Uv0YlNBHTMlLIYVw2ukq-Bpqj5qFaDThrwTt1ddPD0x_HWvhZFFIZjf5DHDnFyaFbFLQdtq1DvFrVt4RrihnT9icU/s1600/02a.jpg" height="300" width="400" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZ2N_sgO9G2-V2w_Mjg_xvAjpmx42z8id2kU1R18T7vtaJ1c_CtAYzbg6UxhvrCM83fl0xHMhAB6JCdeb2KldtUSk0RRIhe6qbC3L0v4aiYg8aMuSfim8uJ0nA_dB0JbCkzTW4OOeAGp0/s1600/03a.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZ2N_sgO9G2-V2w_Mjg_xvAjpmx42z8id2kU1R18T7vtaJ1c_CtAYzbg6UxhvrCM83fl0xHMhAB6JCdeb2KldtUSk0RRIhe6qbC3L0v4aiYg8aMuSfim8uJ0nA_dB0JbCkzTW4OOeAGp0/s1600/03a.jpg" height="300" width="400" /></a></div>
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And used it to set up their positioning:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_Q67S1XrxZfuHMTqmHgNmOxBbWbSaHCZ7J5RwUW5ChyphenhyphenepsLjL32vNC-z9vkXMIHxK5l83A6Uqnho0H-Ar5SsEmJPjjTxjCapcXVqa9HExRAE0tc6l-u3wvR0UOUf67Jl4kaegHL_Yucg/s1600/03xb.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_Q67S1XrxZfuHMTqmHgNmOxBbWbSaHCZ7J5RwUW5ChyphenhyphenepsLjL32vNC-z9vkXMIHxK5l83A6Uqnho0H-Ar5SsEmJPjjTxjCapcXVqa9HExRAE0tc6l-u3wvR0UOUf67Jl4kaegHL_Yucg/s1600/03xb.jpg" height="300" width="400" /></a></div>
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And their brand essence:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZPh-hyjPUILKoQ2NW80ualMlFL6tj0ujTDFifVTDv-3rtvh8K6Ay-xe9ob0oBF5X7HqmWiVjUbcEk0KeRWhyphenhyphentXCu1bsc8_KfO7VN1rnMt03NIEU4p7V7qAiy6WZsCh571aMuQu-fFxnw/s1600/04.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZPh-hyjPUILKoQ2NW80ualMlFL6tj0ujTDFifVTDv-3rtvh8K6Ay-xe9ob0oBF5X7HqmWiVjUbcEk0KeRWhyphenhyphentXCu1bsc8_KfO7VN1rnMt03NIEU4p7V7qAiy6WZsCh571aMuQu-fFxnw/s1600/04.jpg" height="300" width="400" /></a></div>
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We created a mood board to show the kinds of imagery that we felt best expressed the brand:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtU8y_Vkr9wrzlw9NZtMqJYuBscRZ8okUUHbUFKMZYLXFwr1xR1uvW7x30bvIxB3duwUtvXQK8amJGlPYNIf_bNg_EV6-htQHlHNrbUPNGntMDOA3ZH1U38vZlbmP8PbNiSKIqKHU2IUU/s1600/05.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtU8y_Vkr9wrzlw9NZtMqJYuBscRZ8okUUHbUFKMZYLXFwr1xR1uvW7x30bvIxB3duwUtvXQK8amJGlPYNIf_bNg_EV6-htQHlHNrbUPNGntMDOA3ZH1U38vZlbmP8PbNiSKIqKHU2IUU/s1600/05.jpg" height="300" width="400" /></a></div>
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We wrote a swell brand manifesto:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiN40LJgtqCBGD4LCO59PA7WU3rbMkW12A5hobsv2oMm58OiGQxadkjImrhglTJoJ2xc81xp79TRP_1wbXx0XIkgJGtTGUb_rvvmrVE9JiunqlGHDzrGyPqcx2IcMETK5i2OL1WmpAQKb0/s1600/06.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiN40LJgtqCBGD4LCO59PA7WU3rbMkW12A5hobsv2oMm58OiGQxadkjImrhglTJoJ2xc81xp79TRP_1wbXx0XIkgJGtTGUb_rvvmrVE9JiunqlGHDzrGyPqcx2IcMETK5i2OL1WmpAQKb0/s1600/06.jpg" height="300" width="400" /></a></div>
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And gently inserted a tag line that expressed the brand essence:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQP0FGqUMh445vKFPKQsdMrYTqZYpX7Dnzoecq-LcCb_lOOavxAyN5LYsX3nkyHMCxxpvCb0eXqIa3ApZ9aeBhzNFJKekxBaA8-gIjhVtMbB4nt1wfN2YQ1F1wiIxugArTzI-uhETyhCc/s1600/07+.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQP0FGqUMh445vKFPKQsdMrYTqZYpX7Dnzoecq-LcCb_lOOavxAyN5LYsX3nkyHMCxxpvCb0eXqIa3ApZ9aeBhzNFJKekxBaA8-gIjhVtMbB4nt1wfN2YQ1F1wiIxugArTzI-uhETyhCc/s1600/07+.jpg" height="300" width="400" /></a></div>
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Each of their coats is named after one of the women in their company; we wrote some product descriptions that showed how even the simplest copy could be worked to express the brand essence:</div>
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And we even re-wrote their "about us" page.</div>
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That's the She Reigns story at Woodstock Organic Concepts. The company has since put all their operations on hold as they re-tool and re-assess, but it's been great fun working with them and we're proud of the work we did. We look forward to helping them out in the future, no matter where their path leads . . . </div>
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<br />norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-68649555950282786612013-12-09T07:35:00.001-08:002013-12-11T05:54:54.740-08:00Woodstock Public Library branding <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDQPDlxDQNMtXJ7wpTFybq1NIyDdFqQOm3HlG9btRagrbSJ1NHTKLfnNUx7FzTkmPcSFdtS7iBftxR0oqLxa-0kRNHnLLaXDb4-uf__YWzaqgIvylbOGoh0s77qHPe-8z5Kh6MVWCFd38/s1600/old+lib+logo.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto; text-align: center;"><img border="0" height="148" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDQPDlxDQNMtXJ7wpTFybq1NIyDdFqQOm3HlG9btRagrbSJ1NHTKLfnNUx7FzTkmPcSFdtS7iBftxR0oqLxa-0kRNHnLLaXDb4-uf__YWzaqgIvylbOGoh0s77qHPe-8z5Kh6MVWCFd38/s320/old+lib+logo.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">The old logo</td></tr>
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The Woodstock Public Library was a great gig. Client Amy Raff had a great understanding of her organization, which makes our job a lot easier. Still, we did an entire branding identity campaign for them, met and talked and filled out our special questionnaires and talked some more and finally a theme emerged: the library provides services. All kinds of things pointed to that as the main theme of what they did.<br />
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Having thus identified their brand essence, it just took a tiny twist to understand what their brand personality should be. Instead of stopping at 'service' we went one step further and translated it what that meant for the library's clientele: access. Access to books and ideas and thoughts and like-minded individuals. Access to readings and craft sessions and the internet. Access, access, access. Everything that the library offered could be summed up under the conceptual umbrella of "access." Well, the client loved this idea and so we started executing.<br />
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Most clients need advertising: print and radio and sometimes tv. The library only needed a logo. For now. Our first step is to take a look at the competitive environment. Woodstock and environs have, as you'd expect, some nice logos and some crummy ones. A popular thing around town is to use the elements from the 1969 music festival for things bearing the Woodstock name. We were not interested in that.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiV3gkxKZfEI68bDl_9ja5E6eUQ2pFlwPbn80dC0uyCkFTUcoM25sj1lodt-sOwbbM9a8rQHPCnVOysZzD6qvP8DhXTJMQor5jZWJVlPQWBVZ8uABVZAkV798RsEkm5yiQG6knfhgxMeA8/s1600/k.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiV3gkxKZfEI68bDl_9ja5E6eUQ2pFlwPbn80dC0uyCkFTUcoM25sj1lodt-sOwbbM9a8rQHPCnVOysZzD6qvP8DhXTJMQor5jZWJVlPQWBVZ8uABVZAkV798RsEkm5yiQG6knfhgxMeA8/s640/k.png" width="476" /></a></div>
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We wanted something original and ownable, not something derivative and evocative of a music melee that happened 50 miles away.<br />
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So we started thinking about how to represent the concept of access with an image and/or maybe an image and a tag line. As a starting point, we thought about a door. It nicely represented the big brand idea of access. Also, the library was currently using a lovely illustration of the front of its building in its materials and there was a door in it. So we took a look and it looked pretty good. Combined with a tag line about access, it could be a sweet little logo for our sweet little library.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhg1CT350EQRF0sEgZ1cQLz2zExmS6l8me_d8sAbtgqXezv5sXj0-037WzdacjiqgJu5MbkQdDh0RJZ_kyNeUecjyqLa5WehWoJIOjIs6ZHn9xI3I0kpOP1HhxJHno7_QFBJmAorDIg1hM/s1600/f.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhg1CT350EQRF0sEgZ1cQLz2zExmS6l8me_d8sAbtgqXezv5sXj0-037WzdacjiqgJu5MbkQdDh0RJZ_kyNeUecjyqLa5WehWoJIOjIs6ZHn9xI3I0kpOP1HhxJHno7_QFBJmAorDIg1hM/s320/f.png" width="269" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdhlzMSxwTfvPedRZ_GrF1CetlR4_-lEKxPczfMMYrcbk6IgwbrLjLDWC1Z3LsrOc_248-OwyNqetSQ8xijkmHb0toYHVfgNfy1_SD5Ba0ObObXAbIbndeti-hN21raBOyRC7o7YFX-s4W/s1600/g.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdhlzMSxwTfvPedRZ_GrF1CetlR4_-lEKxPczfMMYrcbk6IgwbrLjLDWC1Z3LsrOc_248-OwyNqetSQ8xijkmHb0toYHVfgNfy1_SD5Ba0ObObXAbIbndeti-hN21raBOyRC7o7YFX-s4W/s320/g.png" width="268" /></a></div>
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Well, we liked the door idea and so put pencil to paper to see what happened (something fun always does) and we started thinking about open books as another nice (and certainly apt) representation of the idea of 'access.' And we started thinking about combining the books and doors and slapping a fun type treatment on there. Well, some of the doodles are below.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj24YJGw71yRbgzzxZYSJVCWY3UH9jVVgD_j-0Gn2iCQM-4zpUfJ5Zlw5Cg6RIhtvEiQv5UEXrVsX7C5Vogpny2v_lx1xXASRAGXORdBLGSO5-kWdCP9-W55l6UvJMrYWGbMTXbQeAS1rE/s1600/i.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: -webkit-auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj24YJGw71yRbgzzxZYSJVCWY3UH9jVVgD_j-0Gn2iCQM-4zpUfJ5Zlw5Cg6RIhtvEiQv5UEXrVsX7C5Vogpny2v_lx1xXASRAGXORdBLGSO5-kWdCP9-W55l6UvJMrYWGbMTXbQeAS1rE/s320/i.png" width="241" /></a></div>
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We wondered if the open door could be made to look like a big "W" or if the open book could.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy0fwkWW-9UQm9NPu0b06sQc8KW6okhx5VdxxRiyEsm0C6qHsQe-79s_1QS9IXwUyuR6IKPwdsMsuwCc4s4-WL2HKby50fN_EgykskPvJ1Njsk_y3xpVYCmXoa-k-1xb51Ufmw69USCuU/s1600/h.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: -webkit-auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy0fwkWW-9UQm9NPu0b06sQc8KW6okhx5VdxxRiyEsm0C6qHsQe-79s_1QS9IXwUyuR6IKPwdsMsuwCc4s4-WL2HKby50fN_EgykskPvJ1Njsk_y3xpVYCmXoa-k-1xb51Ufmw69USCuU/s320/h.png" width="239" /></a></div>
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We experimented a little with the fun combination of letters 'W', 'P', and 'L'.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc-a_Vr8i46qgNOQ4M3XXE2EOHj4TtNsn5AZsi2alXuLR7lv1uRq5HWw5cD6kLmeV5-NhtVj_p0pncsTRh858u_qefgkXK9PQEjv-sR-FZXOugc-sUqgWYm_-dcUOIvbiPKUhfB-IXHmM/s1600/l.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhc-a_Vr8i46qgNOQ4M3XXE2EOHj4TtNsn5AZsi2alXuLR7lv1uRq5HWw5cD6kLmeV5-NhtVj_p0pncsTRh858u_qefgkXK9PQEjv-sR-FZXOugc-sUqgWYm_-dcUOIvbiPKUhfB-IXHmM/s320/l.png" width="241" /></a></div>
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We pursued that direction a little bit and while it looked real good, it didn't really relate to 'access' directly. </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj85vejeUOLwXurtlk_77TE9obnS43sLlH1okS5frtkS_XOalhyQKIQx6H4LyMUPy47wWtH1e6Of47bzmE3BxUTxsW0ZdypIX1lKFtw-z_IwRP4hwJqC2PoeTNyCHKTBLFTjN-cVWJbKb-y/s1600/mo.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj85vejeUOLwXurtlk_77TE9obnS43sLlH1okS5frtkS_XOalhyQKIQx6H4LyMUPy47wWtH1e6Of47bzmE3BxUTxsW0ZdypIX1lKFtw-z_IwRP4hwJqC2PoeTNyCHKTBLFTjN-cVWJbKb-y/s320/mo.png" width="310" /></a></div>
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Oh sure, we could slap on a tagline to add the thought of access, but for now, we were looking for the something a little more organic and so we forged on. We liked the door, which, it turned out, with a little perspective, could be made to be kinda 'W' shaped or even fit inside of a big block 'W'. Here below are some of the sketches:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYcNoU_XgNYRjIgUKBhsIfWn2rbY6_SrLkcblTTVBLJcQMz5n073CeKMHVVJ457puFWHszbj9HoPmRdAl26HHCeUn1DER0T0yUwLJk8v52il-4HUUhaSQiFA7G_7WtwcL9UJ4ntaQrUNs/s1600/IMG_7588.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYcNoU_XgNYRjIgUKBhsIfWn2rbY6_SrLkcblTTVBLJcQMz5n073CeKMHVVJ457puFWHszbj9HoPmRdAl26HHCeUn1DER0T0yUwLJk8v52il-4HUUhaSQiFA7G_7WtwcL9UJ4ntaQrUNs/s320/IMG_7588.jpg" width="240" /></a></div>
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<span style="text-align: left;">Once we had the big 'W' shape, it seemed like we could really just put anything inside of it, a door, an open book, anything. Also, one of the client's mandates had been that the logo be iconic and ubiquitous. Now the latter is largely a question of media placement . . . </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhA-Q6UU72p6Sf5D6kHzd5ifXFXsOAr2YdQG7T1o71qqdcTp4EQqlxZyxn1kIcrDZE-bYPKvuniy_M98OOK3t-hJFFOrdTjMU3r7ndu-OqBxgbpI-y3lzilf2CGVPbBX-U-Ao1r0I7RTOQ/s1600/window+sticker.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="301" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhA-Q6UU72p6Sf5D6kHzd5ifXFXsOAr2YdQG7T1o71qqdcTp4EQqlxZyxn1kIcrDZE-bYPKvuniy_M98OOK3t-hJFFOrdTjMU3r7ndu-OqBxgbpI-y3lzilf2CGVPbBX-U-Ao1r0I7RTOQ/s320/window+sticker.jpg" width="320" /></a></div>
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. . . but the former is a matter of design and that big 'W' was already starting to feel iconic. We pixelated the pages from the book in a nod to the digital era, cut off the type a little, in order to make it more unique and ownable and bam! we had the logo below. (Which we love!)</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOaLrB6sJpg2Slkqra9lVJMz0F8k74k1wZECTJQvQPyqSvcF2LMA5kxnRHIB8Et9cLNMZb7-NxvUvzIhCTmJe_MkMy5bvAgD8kPTDwQn-Nojm424MuFKXhPLWbbipiQplvsq2KcfNVrtZl/s1600/big+master+library+logo+NO+LINE+medium.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOaLrB6sJpg2Slkqra9lVJMz0F8k74k1wZECTJQvQPyqSvcF2LMA5kxnRHIB8Et9cLNMZb7-NxvUvzIhCTmJe_MkMy5bvAgD8kPTDwQn-Nojm424MuFKXhPLWbbipiQplvsq2KcfNVrtZl/s320/big+master+library+logo+NO+LINE+medium.jpg" width="243" /></a></div>
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Next, we came up with about a hundred tag lines to help express the idea of access and we finally we all agreed on this one: "open doors, opening minds". Here's the new logo with the new tag line. Iconic and nicely representing the brand. (If we do say so ourselves.)</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhi-QtaUS53S5Up2-KQfa-3UCL9bvWJjVQRH-xpNjAhA136ZAwO5MJah-e5ZZal23fRb5KvzsDS1WEoOF0YyemsD3MqbnCBm8eoZn_8j9HPS_iPAtPY0B_zOLUSOTiEtT1X5zb1_s4tS5Ke/s1600/big+master+library+logoMEDIUM.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhi-QtaUS53S5Up2-KQfa-3UCL9bvWJjVQRH-xpNjAhA136ZAwO5MJah-e5ZZal23fRb5KvzsDS1WEoOF0YyemsD3MqbnCBm8eoZn_8j9HPS_iPAtPY0B_zOLUSOTiEtT1X5zb1_s4tS5Ke/s320/big+master+library+logoMEDIUM.jpg" width="217" /></a></div>
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Business cards:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMCCwCjgGSAmjeFocM6v89Qhasa6JbV1BFqkzYnYUBFvJbIb0jri-KDD1AhciYdq8cXPlNwRmcnI2BwTLY-YZPxsI4vkOovM6uO-tgOXYwQasHDckIM1FYiVE1jLEdm0-hQhGkdFmr5t8/s1600/card+options.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="258" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMCCwCjgGSAmjeFocM6v89Qhasa6JbV1BFqkzYnYUBFvJbIb0jri-KDD1AhciYdq8cXPlNwRmcnI2BwTLY-YZPxsI4vkOovM6uO-tgOXYwQasHDckIM1FYiVE1jLEdm0-hQhGkdFmr5t8/s320/card+options.jpg" width="320" /></a></div>
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Letterhead:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN14V5nQk05K_CM20wWyma0AQRDrtpRdtLuxpkaKufmOjWiHpT2uhphZvRNkjXoOFkUBTRZGdGLd1Zq5zW8WyPmJqeeL1xtDjMU6iOdUX3RDklpCpaZYNJhPwATOX_YGYWd-fsloL9R4E/s1600/Screen+Shot+2013-12-04+at+9.04.38+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN14V5nQk05K_CM20wWyma0AQRDrtpRdtLuxpkaKufmOjWiHpT2uhphZvRNkjXoOFkUBTRZGdGLd1Zq5zW8WyPmJqeeL1xtDjMU6iOdUX3RDklpCpaZYNJhPwATOX_YGYWd-fsloL9R4E/s640/Screen+Shot+2013-12-04+at+9.04.38+PM.png" width="491" /></a></div>
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And that's all she wrote! We were well paid for our efforts and can't wait to see the logo all around town. Its first uses are going to be in fundraising letters and come-ons for a capital construction campaign, and naturally, we've got lots of ideas of how to make a splash with that, but, sadly, the library already has a fundraising person working on those questions. We're just happy to do our part and hope that, very soon, the library will stand for 'access' in the minds of everyone around.</div>
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norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com1tag:blogger.com,1999:blog-3753701866854729592.post-62977704802376737352013-07-23T11:33:00.001-07:002017-06-26T14:51:34.352-07:00I wanna send a letter to drum up business . . . <div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiSWhozdfCkf0q2rrBtQaZHxmuR2OV6TRTH_qaRSfmslJPK_OKd_C23pXT4AF6hCuTln1FYaFyvQBqdGrB-QI0o0y4Z1gFtDr34tQxnpfdczG-mkCFvQdkp-3zVV4NLCrBn9iTqZLRzD4/s1600/hh+2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiSWhozdfCkf0q2rrBtQaZHxmuR2OV6TRTH_qaRSfmslJPK_OKd_C23pXT4AF6hCuTln1FYaFyvQBqdGrB-QI0o0y4Z1gFtDr34tQxnpfdczG-mkCFvQdkp-3zVV4NLCrBn9iTqZLRzD4/s320/hh+2.jpg" width="213" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQdBxFARd0NPs9Fx91wx1BmTVCM-PTvc3hvHrXt_Yv_ifwFH7DrN1e8zo2odrWGLCoaMrdbjNRj9HRv3PoD009mYk6pYS1jEMaESnfQdPpXens1u_v3MLu-gJ4pRJVZER6_-j9GbQFI-Q/s1600/hhunter1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQdBxFARd0NPs9Fx91wx1BmTVCM-PTvc3hvHrXt_Yv_ifwFH7DrN1e8zo2odrWGLCoaMrdbjNRj9HRv3PoD009mYk6pYS1jEMaESnfQdPpXens1u_v3MLu-gJ4pRJVZER6_-j9GbQFI-Q/s320/hhunter1.jpg" width="232" /></a></div>
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Went down to the city the other day to talk to our headhunter, Marie, about drumming up some freelance work. She said "no problem" and then asked if we'd be interested in helping the boss write a letter to send out to prospective clients.<br />
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Well, the boss came in, the big cheese, the head honcho, the guy with his name on the door and it turns out he's a most excellent guy and we totally hit it off. In addition, we successfully talked him out of sending a letter and into doing something a little bit more noteworthy.<br />
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Our point of view on this is pretty simple: your target audience gets a lot of letters exhorting them to use this service or that and, honestly, their assistants, the people who open the letters, don't even read them. So don't waste a second writing a letter to try to reach and persuade them. Just don't.<br />
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Well, the honcho bought our argument and away we went to the drawing board to create an ad that would drum up some business. We pitched him on doing a top to bottom branding of his company, complete with in-house and out-of-house image research, but he just wanted an ad, so that's what we did. A few of them. And some other stuff too.<br />
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Now, the client's competition is not just the other recruiting firms, it's also the online job boards and, increasingly, LinkedIn. The job boards are a little impersonal and so is LinkedIn; headhunters, on the other hand, do all of their real business face-to-face. They meet with the clients, they meet with the candidates, they make a match. They are much more like old time matchmakers, while the job sites are akin to online dating sites like match.com or okCupid.com.<br />
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So with all that in mind, we started our look at their branding with a look at their logo. Here's what it was:<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7jUBAgFMX0Mbmb326Yd51iycyEalLGDVt1NVdJmCE76gkJwo6rc01nVnn-9boAucKJF-W-bhpUQ41MDsXApiaLgrrEy7E5Qm8zChyphenhyphenc0nfPlOj57lSidzQS6XKd1x_D4k-0mP6Ce3NBYo/s1600/logo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="86" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7jUBAgFMX0Mbmb326Yd51iycyEalLGDVt1NVdJmCE76gkJwo6rc01nVnn-9boAucKJF-W-bhpUQ41MDsXApiaLgrrEy7E5Qm8zChyphenhyphenc0nfPlOj57lSidzQS6XKd1x_D4k-0mP6Ce3NBYo/s320/logo.jpg" width="320" /></a></div>
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And here's what we wanted it to be: (click on any of the images on this page to view them bigger)</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjewoCB1GrIUBjYR2L8bljV-hEJrKI9jVu1Xv13NuoGzyqh4lHuwXAmjj4vYj9oniN6PZ3I0GnAplBFoAk933XFakfRUwN1l9m0eOm8XiLKthwQUdTqdoQTJTnOwaciy765lAAIVNxJEnI/s1600/4+o+hare.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjewoCB1GrIUBjYR2L8bljV-hEJrKI9jVu1Xv13NuoGzyqh4lHuwXAmjj4vYj9oniN6PZ3I0GnAplBFoAk933XFakfRUwN1l9m0eOm8XiLKthwQUdTqdoQTJTnOwaciy765lAAIVNxJEnI/s640/4+o+hare.jpg" width="440" /></a></div>
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Seems sensi<span style="text-align: center;">ble enough. If your major benefit is the human touch and actual face-to-face contact, why not try to include that information in your communications. Starting with your logo.</span><br />
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<span style="text-align: center;">Well, the logo idea got dinged, but we still had a couple of fun ad ideas. The best of them highlighted people's ability to exaggerate themselves online, something that is an impossibility in person. For this ad, we created a tri-fold mailing piece that would go out in a branded envelope featuring their new logo. (Still hopeful we could sell it.) When removed from the envelope, the piece showed a person typing their specs onto their laptop. When unfolded once, it showed that the person doing the typing, though literally matching the specs, was actually a very different kind of person. When unfolded again, it showed a bar graph we'd made that highlighted attrition rates amongst employees hired through O'Hare and through other channels.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGKAFsrD77YjLka-jotNrN_O-1FfE077Mlju-l2tNlwp-iDSd3O-qCdlPeytPCWu1azf1L9Yl9t4wKnvjclKoc8UEtV9MpHfykSHFFgy12Lo0rIb7z0HNRQrIjDRIhgyEW6K80ytXY3po/s1600/4+internet+anonymity.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhGKAFsrD77YjLka-jotNrN_O-1FfE077Mlju-l2tNlwp-iDSd3O-qCdlPeytPCWu1azf1L9Yl9t4wKnvjclKoc8UEtV9MpHfykSHFFgy12Lo0rIb7z0HNRQrIjDRIhgyEW6K80ytXY3po/s640/4+internet+anonymity.jpg" width="494" /></a></div>
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Here below are the two rough options we created to visually display the quantitative information the client had on attrition: </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIX6EdNaBwZAibRlDiABlnnXiJb9tVwm8W3SnuWu_VDWg3V17L0wg9FMok5qAaLFxZZzrXDeT_1vY9QvRWc4_IVRNxZCgWPQmxi9ytMGv4dexr8Pbt-zDszjoPJJgt_XP-Mbg64xAC4sk/s1600/3+people+face.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIX6EdNaBwZAibRlDiABlnnXiJb9tVwm8W3SnuWu_VDWg3V17L0wg9FMok5qAaLFxZZzrXDeT_1vY9QvRWc4_IVRNxZCgWPQmxi9ytMGv4dexr8Pbt-zDszjoPJJgt_XP-Mbg64xAC4sk/s400/3+people+face.jpg" width="298" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAXOjzPWBSdCE4uVNJzBB5HxgCd4CnHDVgzgEuqWUv6wUdbrMjsZAIt9sFtv7UQqjsCDYcDjfyVPC4KiCMQUTv8M2JrEVDuwvVSKxjDcJRMV6Pez8PDAPNNtzCZJDaGszy3jXfWJoPVdc/s1600/2+blue+and+yellow.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAXOjzPWBSdCE4uVNJzBB5HxgCd4CnHDVgzgEuqWUv6wUdbrMjsZAIt9sFtv7UQqjsCDYcDjfyVPC4KiCMQUTv8M2JrEVDuwvVSKxjDcJRMV6Pez8PDAPNNtzCZJDaGszy3jXfWJoPVdc/s400/2+blue+and+yellow.jpg" width="290" /></a> </div>
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<span style="text-align: center;">Well, this mailer was popular, but not enough so to build a consensus amongst everyone in the office, so it got dinged too and we sent out our one last idea, stolen from a circa 1979 poster that was very popular back in the day:</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWxKVIk5XP35QFYRfeRVxF6ipgpOuJsgoaOoyzjRhRy0jHHIOKkJFqiQ7sKS7fWy9PAI0Yo0Qmb5mV0lvFtGZkgK80rqLr4W0bowtII4OqWbdMRiHYC-Jt_jqeiL5jUX6PGxq_odu8DrU/s1600/preppie_big.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWxKVIk5XP35QFYRfeRVxF6ipgpOuJsgoaOoyzjRhRy0jHHIOKkJFqiQ7sKS7fWy9PAI0Yo0Qmb5mV0lvFtGZkgK80rqLr4W0bowtII4OqWbdMRiHYC-Jt_jqeiL5jUX6PGxq_odu8DrU/s640/preppie_big.jpg" width="486" /></a></div>
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Created by a student at UVA, Tom Shadyac, the poster was wildly popular and right on the money. Shadyac went on to fame and fortune in Hollywood <a href="http://www.imdb.com/name/nm0001723/" target="_blank">(more here)</a>. And, following in the footsteps of so many other advertising greats, we stole the idea. Got theft? Our version is here below:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhluySvr2cF87SC9uWXekH7ALVH4m7XMXSzDKzUTiUbCcUG4D7t-kWIR2RmLq7ankS00RmrmVlVWPb96HnU5YglKAzjvz2eXli5orxueA3KXoAsXXNOJqM0vVEFkY3RsUhuYxv7yFrLkIM/s1600/are+you+a+creative+director144.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhluySvr2cF87SC9uWXekH7ALVH4m7XMXSzDKzUTiUbCcUG4D7t-kWIR2RmLq7ankS00RmrmVlVWPb96HnU5YglKAzjvz2eXli5orxueA3KXoAsXXNOJqM0vVEFkY3RsUhuYxv7yFrLkIM/s640/are+you+a+creative+director144.jpg" width="498" /></a></div>
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Yeah, that's right, we stole a photo of Bradley Cooper, too. Well, we really really liked this idea and so we sent it off to the client. Never heard back. Sent another email asking again how he liked it. Never heard back. So finally, guessing that perhaps he was sick of all the hoop-la, and just wanted his damn letter, we wrote the letter. It turned out nice; here it is:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi45824GU5O2wWfHsXp53gXX6vmwmKGnKfaXu61VynkyWN4-8O_akAwawn-VlAZYTxfOqzYzqoUF8HtCL9QmBaZe_5bxfhUpwHSPXJp_2aZX2G13uCANNP953F4pzg4hJ4f-zLZN_jj1fc/s1600/new+mailer144.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi45824GU5O2wWfHsXp53gXX6vmwmKGnKfaXu61VynkyWN4-8O_akAwawn-VlAZYTxfOqzYzqoUF8HtCL9QmBaZe_5bxfhUpwHSPXJp_2aZX2G13uCANNP953F4pzg4hJ4f-zLZN_jj1fc/s640/new+mailer144.jpg" width="494" /></a></div>
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So we sent it out, our proposal for a one-sheet mailer, and it was something really really close to a letter idea he originally wanted, and when we finally heard from him, he said, "great copy, whoever wrote is a genius, but I like the other idea better." Well, that was music to our ears and so off we went, producing and revising and getting approval signatures and all the fun stuff that goes into actually making an ad. We considered using stock photography and illustration (below) . . . .</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsCgaMxmcTtH4FeMvJM2HdOo59s6Vm3eP-DNsiWPq-BuEQ8fg1_ywTi5r51ysZ8gNT6AExCNF0tWGDK3PVNpVvyzNmLq8-rtkYH_7lOW5ktr6Op40otHYDezmVhpm2PoIqNHt9pPa8JOM/s1600/are+you+a+MEDIA+director.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsCgaMxmcTtH4FeMvJM2HdOo59s6Vm3eP-DNsiWPq-BuEQ8fg1_ywTi5r51ysZ8gNT6AExCNF0tWGDK3PVNpVvyzNmLq8-rtkYH_7lOW5ktr6Op40otHYDezmVhpm2PoIqNHt9pPa8JOM/s640/are+you+a+MEDIA+director.jpg" width="496" /></a></div>
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<span style="text-align: center;">. . . . but in the end we decided to cast and shoot it ourselves. Right here in Woodstock. One call to uber-makher Abbe Aronson of <a href="http://www.abbedoesit.com/" target="_blank">Abbe Does It</a> and we had ourselves an amazing photographer, <a href="http://www.francovogt.com/" target="_blank">Franco Vogt,</a> and a handsome and perfect model, local luminary and illustrator extraordinaire <a href="http://www.jasonomalley.com/" target="_blank">Jason O'Malley</a>.</span></div>
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<span style="text-align: center;">And before too long, we had our first, finished and approved ad:</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN6MjLsu27-NAKcXYdfSEdJtiIYnyyM-tXHE_j47_LcJevAv3yoOHK_mab43Z4axPYDbEuRUkcv9NZ9AbdRZ_3qVebe7t1UMJxJ9dYkBGWVID9WmE8MOPM2EjhEKlJ2z1RsJrg43KAwm8/s1600/are+you+a+cd+w+contact+info144.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN6MjLsu27-NAKcXYdfSEdJtiIYnyyM-tXHE_j47_LcJevAv3yoOHK_mab43Z4axPYDbEuRUkcv9NZ9AbdRZ_3qVebe7t1UMJxJ9dYkBGWVID9WmE8MOPM2EjhEKlJ2z1RsJrg43KAwm8/s640/are+you+a+cd+w+contact+info144.jpg" width="414" /></a></div>
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<span style="text-align: center;">And not too long after that, the client asked for a few more. </span></div>
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The client hopes this campaign will help them sign up a few more small to medium sized agencies. While there's no way of knowing for sure how these direct mailers will do, we hope that they'll be successful in engaging the target audience (250 or so ad agency HR folks) and we expect that, at the very least, they'll certainly a lot more successful than a short note on letterhead.</div>
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<u><b>Other details</b></u></div>
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• The posters are 17 x 11", suitable for hanging on the refrigerator in the common area of each agency.</div>
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• Instead of folding, we recommended sending the posters out in 2" diameter mailing tubes, so they'll arrive at their destinations not looking like all the other direct mail.</div>
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norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-41496793610102326172013-05-06T05:06:00.001-07:002013-05-26T06:24:17.149-07:00Feel good food case study<br />
By and large, we, here at Woodstock Organic Concepts, like to swoop in and come up with the BIG IDEA, thus saving the day and leaving everybody marveling at our creative genius. Once in a while, the client comes up with the big idea, executes it better than we ever could and our main task is to just keep outta the way of progress and figure out how we can take credit. This is one of those stories.<br />
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Mary Anne and Richard run Blue Mountain Bistro-to-go and Blue Mountain Catering. It's an upscale catering business and upscale retail store (mostly take-away business) on ever busy route 28 near Woodstock. They're both very creative people with good insights into their business and what it stands for. When we first started working on their branding, they had more good ideas than you could shake a stick at, all of them true to their brand.<br />
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But they didn't have a clear focus. There were too delicious canapés to choose from and so they kept them all.<br />
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<b>THE MISSION STATEMENT</b><br />
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Turns out they didn't have a mission statement either. So I sent them a questionnaire full of thought-provoking stuff and each of the three of us filled it out for their business and before long, we had a swell mission statement that could be the foundation of creating a strong brand. (<a href="http://woodstockorganicconcepts.blogspot.com/2013/01/mission-statement.html" target="_blank">see our white paper on mission statements here</a>.) Here's what we came up with:<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMYyYeoAOP5HDIKOdvNAMhCGNHEbX3R_pgX0CiJkVZNqm_Qr8TC9N8c-_Z2JBNSxNVPfmGXYAhVpQK8W0Qhc3hpIvl6gWSAOwAChYbCFCdqL6oQlXrSsYcqS4jkgB1_6O9TC0hde25DeH2/s1600/mission.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="226" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMYyYeoAOP5HDIKOdvNAMhCGNHEbX3R_pgX0CiJkVZNqm_Qr8TC9N8c-_Z2JBNSxNVPfmGXYAhVpQK8W0Qhc3hpIvl6gWSAOwAChYbCFCdqL6oQlXrSsYcqS4jkgB1_6O9TC0hde25DeH2/s400/mission.jpg" width="400" /></a></div>
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Sweet, right? Each of them, independently, noted prominently that they wanted to help make the community and the world a better place. Beautiful.<br />
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<b>THE BRANDING</b><br />
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So now, mission statement in hand, we proceeded to figure out a brand umbrella under which all of their Bistro to-go communications could exist. They already had advertising and signage and business cards and whatnot on a variety of ideas: "the life of the party", "every day's a celebration", "local ingredients", slow cooked fast food", "Mediterranean cooking style" and "feel good food." Well, it didn't take too much time to see that the biggest, broadest, funnest umbrella under which all of these thoughts could happily exist was "feel good food." All the other stuff seemed more like supporting points; there were so many of them, we put together a little flow chart to keep it straight (we're a company of visual thinkers, don'tcha know):<br />
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They had even previously connected the dots between what they do and the concept of "feel good food". From their website: </div>
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<strong style="color: #59596c; font-family: Verdana, Geneva, sans-serif; font-size: 1em; margin: 0px; padding: 0px;">FEEL GOOD FOOD – feels good when you BUY IT: because you know that you're buying something that's been hand selected by our chefs, been locally sourced, and handled with years of experience!</strong></div>
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<strong style="font-size: 1em; margin: 0px; padding: 0px;"><br style="font-size: 1em; margin: 0px; padding: 0px;" />FEEL GOOD FOOD - feels good when you EAT IT: because we make everything from scratch, with the freshest herbs and spices, local farm produce when in season, and lots of love!</strong></div>
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<strong style="color: #59596c; font-family: Verdana, Geneva, sans-serif; font-size: 1em; margin: 0px; padding: 0px;">FEEL GOOD FOOD - feels good when you SHARE IT: because you know that your friends and family will love you for giving them food that really tastes good!</strong></div>
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So a communications umbrella was born. (Okay, not really "born", more like picked out of the umbrella rack by the door). The client loved the idea (it was theirs already anyway) of standing for "feel good food" and saw how it nicely encompassed all their other brand thoughts and they had a bunch of previously committed to magazine ad pages so we started executing immediately. </div>
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<b>THE EXECUTIONS</b></div>
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Well, the idea on how to express "feel good food" for their take away business came to us right away: virtuosic, hand-made ads and signage drawing on the current craze for chalkboard art. Perfect. The chalk board is a classic fixture of bistros all over the world and it could be used in their store and in their ads and other materials. Beautifully executed chalk boards convey concepts such as "fun" and "home made", "locally crafted" and "friendly" - all of which nicely back up the idea of "feel good food." And when those three words are all over your store and in every communication you send out into the world, that doesn't hurt either. Chalk boards just like you see in so many places around the world, <i>only better</i>. Just like their food: nothing too unusual, just regular stuff <b>done much better</b>.</div>
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Our first ad was to promote the grand opening of their new bakery and it looked like this:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrmb6nOCL3nmHPG6uAWLgqEBP0Im-A6JuYZv6GcaZUvRqgffln5zeZmdCVXg_mKLiQuFFVZQl11cNpD4-yKAqgQDPvy3n03XsRelRzDk0TDIvVgY4zelUKgB7T90T2_HfZhKdYGPlgszrN/s1600/ad+bb.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="294" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrmb6nOCL3nmHPG6uAWLgqEBP0Im-A6JuYZv6GcaZUvRqgffln5zeZmdCVXg_mKLiQuFFVZQl11cNpD4-yKAqgQDPvy3n03XsRelRzDk0TDIvVgY4zelUKgB7T90T2_HfZhKdYGPlgszrN/s320/ad+bb.jpg" width="320" /></a></div>
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And for inside the new bakery, we did an actual chalkboard:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLnsPI22wT4r-_40a63D8pU5Tu9Z-lLwGz3RkyXf7UOQ5C-ZeujMYuEZttJpv-DoSkUDJB-FTjQzd3u7KO6kg0Moy2B61qqFMGB8sI6f8NQ-Yp1SiDA8uel7wbz92hTMfGzvtbjyD-0iUm/s1600/bigcvchalk+board.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="301" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLnsPI22wT4r-_40a63D8pU5Tu9Z-lLwGz3RkyXf7UOQ5C-ZeujMYuEZttJpv-DoSkUDJB-FTjQzd3u7KO6kg0Moy2B61qqFMGB8sI6f8NQ-Yp1SiDA8uel7wbz92hTMfGzvtbjyD-0iUm/s400/bigcvchalk+board.jpg" width="400" /></a></div>
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Now, we were feeling pretty fly about the whole thing when our client Mary Anne (who is an awesome artist, too) asked innocently if she could try one. "Sure", we said, well practiced at the art of humoring clients who want to try to do our job for us, "go ahead." And she did this:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFskB4MD6u49FimeaWpOZrXniswEkJd1CeBx9vhXyF54F1Tnz21Q15Aztn4UroPchgNLY1bPkNjH5OBhs_p-53cHGsjC2rFpUnSOPduVgtzHuUfDweI6wrVb7KhiC5ZCuTffpZ_TUMDDB0/s1600/kingston+visitors+guide+monday.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFskB4MD6u49FimeaWpOZrXniswEkJd1CeBx9vhXyF54F1Tnz21Q15Aztn4UroPchgNLY1bPkNjH5OBhs_p-53cHGsjC2rFpUnSOPduVgtzHuUfDweI6wrVb7KhiC5ZCuTffpZ_TUMDDB0/s320/kingston+visitors+guide+monday.jpg" width="196" /></a></div>
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Well, it's a funny feeling when you see your usefulness slip right out the door, but that's how we felt. Mary Anne knocked it out of the park. A beautifully masterful execution of our concept and, truth be told, better than we could do. </div>
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Later, the local Jewish congregation was celebrating its Rabbi and she made this for the event:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2sEDSjuV3f-la8qw_xHrIuHiofeMobQTLEdXIPu1itFMfeyj2eKKqDIZVsgG-qgHz11M1-UzF752ueaEOs-LepcBZNSwqxw1c7hQ_mqXQcWBVyipqlVIHQqSgnOh-hw1h-K_a14JtUoli/s1600/WJC+ad2+2013.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="211" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2sEDSjuV3f-la8qw_xHrIuHiofeMobQTLEdXIPu1itFMfeyj2eKKqDIZVsgG-qgHz11M1-UzF752ueaEOs-LepcBZNSwqxw1c7hQ_mqXQcWBVyipqlVIHQqSgnOh-hw1h-K_a14JtUoli/s320/WJC+ad2+2013.jpg" width="320" /></a></div>
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Well, you know what they say: Give a client a fish, you've fed them for a day, teach a client to fish you've fed them for a lifetime. But if that client just happens to cook fish really really well and you're working on a barter arrangement, then it's not actually such a bad deal. </div>
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Business cards, front and back:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLtL0-g87P_mfTUkHnPKcb1yoXo3Vd5Oj9fU5pvP06qLtuKrOlo-7an35LFklmUEoHtdzaS2ujgbx4uae8yeAP5f5wcobmoE2duCunegM1eABPMgPhxcPKXIvE4MQ-iz6Ar9c8B_BTT2xV/s1600/card2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="340" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhLtL0-g87P_mfTUkHnPKcb1yoXo3Vd5Oj9fU5pvP06qLtuKrOlo-7an35LFklmUEoHtdzaS2ujgbx4uae8yeAP5f5wcobmoE2duCunegM1eABPMgPhxcPKXIvE4MQ-iz6Ar9c8B_BTT2xV/s400/card2.jpg" width="400" /></a></div>
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Playing on the idea of the chalk board and writing and giving a nod to the fact that people write on business cards all the time, we used one of Mary Anne's pieces of art on the front of the business card and left space for people to "write something good" on the back. An execution built around a universal truth. Can't beat that.</div>
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Other ads and other ideas followed, all of them using the chalkboard to express the idea of feel good food, and we could go on and on about these interesting executional decisions, but the truth is, we're boring ourselves. So we'll save it for another day. Right now, we're gonna go get us some feel good food. Yum.</div>
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<b>FEEL GOOD FOOD PART 2</b></h3>
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One of the other interesting things we did for our wonderful client was to help them put their media ducks in a row. To do this, first we took a look at who their target currently is and who it should be.</div>
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<b>TARGET AUDIENCE</b></div>
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Someone who lives a few towns away or across the river is simply not going to come get a panini from Bistro-to-go. So we winnowed it down and recommended to them that their target audience be defined as: people who pass by their store but don't stop in. And if that's your target and you've got a big sign out front, then you already own the most perfect media for your message. We continue to recommend topical, on-message signage to delight their passers-by and draw them into the idea that Bistro-to-go serves feel good food. Which they do. Much to our delight.</div>
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<b>LOCAL MEDIA</b></div>
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They had been advertising their to-go business in regional publications and on a local, broad-reaching radio station. We moved around their advertising placement so that all of the broad-reaching media were advertising their catering business and so that their Bisto-to-go business was only being advertised in local media. Some of it, really, really local:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6bs0PpFvQ1NuKsQf81byuoXsU4jf7p9jRfBYabFsqYH_ingXPl9IjSh623loeOc_Pf15rv4GDTnclkL-5WlT1rLKDiInd6NJMdwjg6U51ZI3VEaaYRj4w2PER8PW_VefyYfd6ZYLcJNQ/s1600/SIGNA.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="355" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6bs0PpFvQ1NuKsQf81byuoXsU4jf7p9jRfBYabFsqYH_ingXPl9IjSh623loeOc_Pf15rv4GDTnclkL-5WlT1rLKDiInd6NJMdwjg6U51ZI3VEaaYRj4w2PER8PW_VefyYfd6ZYLcJNQ/s400/SIGNA.jpg" width="400" /></a></div>
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So, there's a short recap of our thinking for their to-go business; some day soon, we'll write about the branding and communications ideas we helped them make for their catering business -- separate but related.</div>
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norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-62167730271874009592012-10-15T10:06:00.001-07:002012-10-15T10:06:34.487-07:00Creative case study<div class="separator" style="clear: both; text-align: left;">
Naturally, once you write a little white paper on email marketing, everyone (okay, 3 people) wants to see the creative that went out with those emails. Well, every year, our major email campaign is for Dave Leonard's annual charity golf tournament, so it seems only fitting that the creative we show is from that. Plus, Dave's a great client ( the "I love it, it's perfect, let's run it just like that!" kinda great) so we invariably end up happy with what we make.</div>
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Every year starts out with a "Dave the date" email. For 3 years or so, it was a variation of the 4 box piece below, with each panel including Dave's dog logo.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGdoknyylIJlMS1ANhSDgqkB9I7AV6L6pvHzKdsvMgr3TMV3EBXbzKvjaYmeTOWVmYIkF6HAAIm1y2DpOHJo5ms7zyp2Q2TSV5ojBQaBx1i0TWUosJ_RmGbFBhfTqfrDhuP5lDjJ1gZsU/s1600/2011+dave+the+date++force+144.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGdoknyylIJlMS1ANhSDgqkB9I7AV6L6pvHzKdsvMgr3TMV3EBXbzKvjaYmeTOWVmYIkF6HAAIm1y2DpOHJo5ms7zyp2Q2TSV5ojBQaBx1i0TWUosJ_RmGbFBhfTqfrDhuP5lDjJ1gZsU/s400/2011+dave+the+date++force+144.jpg" width="366" /></a></div>
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In 2012, we decided to do something new. It was nice and all, but next year we'll do something else.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgF9RZ8YPUqMOMOYdLhHJtU1kiKCQ9dS3GX1G6edQED7chT5m6lfFS16S3YOTD0hApQiFqclG_hcQhVmteLtihNIlN8vB1wh3Gz0Qorx76nGoqqkQMWBebiR4Wrqkq-6OkjXqqUT32x2LM/s1600/dave+the+date+scholarship+trim.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="338" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgF9RZ8YPUqMOMOYdLhHJtU1kiKCQ9dS3GX1G6edQED7chT5m6lfFS16S3YOTD0hApQiFqclG_hcQhVmteLtihNIlN8vB1wh3Gz0Qorx76nGoqqkQMWBebiR4Wrqkq-6OkjXqqUT32x2LM/s400/dave+the+date+scholarship+trim.jpg" width="400" /></a></div>
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Every year, we send out a post card a couple months before the event. This year's was inspired by the office putt-putt excursion:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRObZZY8t5oIT0kKfAToomB4NzwgB9wmq92rz2vKqZAKkQohSFjIY2iG2_U2DKeeftJ-l9s0wosn0du9_PPv9HKdwF3CSF3bjUJETjIg54jKfBj23jAQc2aM4oCp3D_4828NTnE9aAEX4/s1600/2012+pcard+front.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRObZZY8t5oIT0kKfAToomB4NzwgB9wmq92rz2vKqZAKkQohSFjIY2iG2_U2DKeeftJ-l9s0wosn0du9_PPv9HKdwF3CSF3bjUJETjIg54jKfBj23jAQc2aM4oCp3D_4828NTnE9aAEX4/s400/2012+pcard+front.jpg" width="285" /></a></div>
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We also want to solicit donations for the charity, even from people who don't or won't play golf:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUJbFB8u6zw2aOef3kTcxuFnqTd3R3amqF3OD4EgraQonj2Ank1rPySpGrEyY-o55XDemYldHCsVYtxSNahwCz2PAEpt5CDo7lPAslpQ9KySCvXaCqDrHowyzHrxgWj3MsuDdPSDvbGt0/s1600/MAYBE144.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em; text-align: left;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUJbFB8u6zw2aOef3kTcxuFnqTd3R3amqF3OD4EgraQonj2Ank1rPySpGrEyY-o55XDemYldHCsVYtxSNahwCz2PAEpt5CDo7lPAslpQ9KySCvXaCqDrHowyzHrxgWj3MsuDdPSDvbGt0/s400/MAYBE144.jpg" width="320" /></a></div>
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The image above, like most of these, went out through Constant Contact and included links to the registration form and a donate now button.</div>
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This year, 2012, is a general election year and the Republican convention provided a topical framework we exploited for a reminder email:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1sLOVKlh-g6kzjnafR-GZeL3uXfplrBnwXndl2LC59iC29bYpg2z18NmxKnQlvq0ho9lB3Fx1PTDLDFF4CV7wAiYJd_SiEO2od1LCerz2gxSqWjh_TQSphxZjhZ6ZAJ6swbPNmKKS9r0/s1600/clint+chair+.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="347" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1sLOVKlh-g6kzjnafR-GZeL3uXfplrBnwXndl2LC59iC29bYpg2z18NmxKnQlvq0ho9lB3Fx1PTDLDFF4CV7wAiYJd_SiEO2od1LCerz2gxSqWjh_TQSphxZjhZ6ZAJ6swbPNmKKS9r0/s400/clint+chair+.jpg" width="400" /></a></div>
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The Clint Eastwood piece replaced the potentially worn out "things of four" image (below) that was very popular with sticklers (I happen to agree with them) who noted that really it shoulda been ShaggyVelmaFredDaphne. Touché!</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpaKUtRvwnbewq9SAEC_wQwbLLzNQtPd5m_VNqvti1Qi51lGbY0YvC-aD3rST_HgI2fPtwvoo_xiGbE8_CRAicXsQgVHoer2_flNiR2ALCiPZU6xmMmRvU-vU5YK51CUWH9bM-ueAoZ3g/s1600/jtd+golf+front+full+size.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="287" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpaKUtRvwnbewq9SAEC_wQwbLLzNQtPd5m_VNqvti1Qi51lGbY0YvC-aD3rST_HgI2fPtwvoo_xiGbE8_CRAicXsQgVHoer2_flNiR2ALCiPZU6xmMmRvU-vU5YK51CUWH9bM-ueAoZ3g/s400/jtd+golf+front+full+size.jpg" width="400" /></a></div>
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This year we wanted to make the point more clearly, that you don't have to be a golfer to have fun in this tournament:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1hJoiHhvhLo6YlB6FFUM6-CcRPPI77s-62ZNFTFjEPdqhw_n_UOne30HzAkgmd5aPx-JkYERnmfmcoPBr_M6WCGT7pkj_oHrjsQq8-Z7VwS98L8n1BVGn3OzkGQKQh1NmTT6hZ1jj4hc/s1600/no+good.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1hJoiHhvhLo6YlB6FFUM6-CcRPPI77s-62ZNFTFjEPdqhw_n_UOne30HzAkgmd5aPx-JkYERnmfmcoPBr_M6WCGT7pkj_oHrjsQq8-Z7VwS98L8n1BVGn3OzkGQKQh1NmTT6hZ1jj4hc/s400/no+good.jpg" width="376" /></a></div>
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As the date got nearer, we sent out this fun image:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEir4jhBaH6Y34B57O0g1f5swD3YmPL09RnlirOEFfVJ0um_N8t2wLio29TQ0Sz_71BSK9zFtfr2t8zrnNygMD8ZJIp6f0scEWZpc0kzUq9Q0lJOApy14PyjesSC8z29uOJYPI6MUm5GO3w/s1600/on+top+of+us.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEir4jhBaH6Y34B57O0g1f5swD3YmPL09RnlirOEFfVJ0um_N8t2wLio29TQ0Sz_71BSK9zFtfr2t8zrnNygMD8ZJIp6f0scEWZpc0kzUq9Q0lJOApy14PyjesSC8z29uOJYPI6MUm5GO3w/s400/on+top+of+us.jpg" width="246" /></a></div>
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A week before the tournament, and after an incredibly dry summer, it started raining and raining. We exploited the weather with this piece:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisVRvyBW9dt-aaoY7iFOMSUJjEvz2laZRaHWJOdurt_R6IHqjxVBHEsuTNilrs7b-2tkQjnWHcFdUSwLzllaxWWwJ0-VLnbg5EZ_F11YVzViJ96UDG4TkwCSguCD9faWjAf-AHlqQa-Bg/s1600/rainging+today.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisVRvyBW9dt-aaoY7iFOMSUJjEvz2laZRaHWJOdurt_R6IHqjxVBHEsuTNilrs7b-2tkQjnWHcFdUSwLzllaxWWwJ0-VLnbg5EZ_F11YVzViJ96UDG4TkwCSguCD9faWjAf-AHlqQa-Bg/s400/rainging+today.jpg" width="287" /></a></div>
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The years before we sent out a version of this silhouette creative that really cut through the email clutter:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvGB90ZVzUohFGm7N9-syYzezAwJrqRu6tdcZKNR6nIGAZ5vaUOQ3hfm7_yJGyhEbX5efLzFWu7xBY0lWU6hXTOp6Ue6R6wB3-W64jAwsIprfGcDEzwZBgDPyJwqFODXx4lyTnkoZZFSc/s1600/tsk.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="211" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvGB90ZVzUohFGm7N9-syYzezAwJrqRu6tdcZKNR6nIGAZ5vaUOQ3hfm7_yJGyhEbX5efLzFWu7xBY0lWU6hXTOp6Ue6R6wB3-W64jAwsIprfGcDEzwZBgDPyJwqFODXx4lyTnkoZZFSc/s400/tsk.jpg" width="400" /></a></div>
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The morning of the tournament, every year, we send out this top ten list:</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0zEZ_m_zngFjuzTCUM3KjN_VszKAirBt4y1Vk7OnM-VAXPIcsdg8HtTguPzIot7RP6y_Iz_nNXU_kiV754u8q93yr-THL1yivndSahNm8sqh6emoRibhMpWnEFqNID9m9OxXWPtdrSMo/s1600/2012+excuses.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0zEZ_m_zngFjuzTCUM3KjN_VszKAirBt4y1Vk7OnM-VAXPIcsdg8HtTguPzIot7RP6y_Iz_nNXU_kiV754u8q93yr-THL1yivndSahNm8sqh6emoRibhMpWnEFqNID9m9OxXWPtdrSMo/s400/2012+excuses.jpg" width="308" /></a></div>
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And we also send out a link to <a href="http://www.youtube.com/watch?v=f4zyjLyBp64">this classic clip.</a></div>
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After it's all over, we follow up with a note inspired by an <a href="http://www.youtube.com/watch?v=ryUVdwdzOwQ">early Steve Martin comedy bit</a>.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiX85uHd0G2z_716L42pv3F08UJW8CE03Av58_1AOzPQ4Ep25LwGJEfe4AVFFf3PmhTaVjpp__0asKY4jv2HQA37FHg5kVUUFEA9zNVjq7wYHYhsam13Q-ZWgmR5Ph4LfptwnLqkNafR20/s1600/dave's+thank+you.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiX85uHd0G2z_716L42pv3F08UJW8CE03Av58_1AOzPQ4Ep25LwGJEfe4AVFFf3PmhTaVjpp__0asKY4jv2HQA37FHg5kVUUFEA9zNVjq7wYHYhsam13Q-ZWgmR5Ph4LfptwnLqkNafR20/s400/dave's+thank+you.jpg" width="308" /></a></div>
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It's always a pleasure being involved in such a major email campaign with such a talented group of people. Next time you're embarking on an email campaign, keep Woodstock Organic Concepts in mind. We make it fun.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgF9RZ8YPUqMOMOYdLhHJtU1kiKCQ9dS3GX1G6edQED7chT5m6lfFS16S3YOTD0hApQiFqclG_hcQhVmteLtihNIlN8vB1wh3Gz0Qorx76nGoqqkQMWBebiR4Wrqkq-6OkjXqqUT32x2LM/s1600/dave+the+date+scholarship+trim.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><br /></a></div>
<br />norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-14296097256815585162011-06-15T14:00:00.000-07:002011-06-15T14:18:02.229-07:00Butter paper<div>We don't do a lot of package design here at WOC, but when one of these fun projects falls into our lap, we're always happy to have a think. </div><div><br /></div><div>This new line of flavor infused butters came into our lives last week. </div><div><br /></div><div>The client was planning on putting 4 oz. of the product (one stick of butter) into those little plastic tubs that they give you at the deli counter to put olives in, or cole slaw, or a small container of potato salad. Noooo! We screamed. Please don't. After looking into numerous other containers (tiny earthenware crocks from Morocco for example), we hit on the supremely novel idea of putting the butter in sticks. And wrapping them with some gorgeous paper, as seen below. </div><div><br /></div><div>Imagine going to the refrigerated gourmet section of your supermarket and seeing a stick of this all wrapped up and beckoning to you. Positively regal! That's what it is! The kind of packaging that says: "I'm expensive, but worth it."</div><div><br /></div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoL2gtDSBwEMadfqlbthfULc7MeroxvpsoEorhnk9kAv3jzcb9jfbC7jEa8Z4rjgCSEKbDprAB1dR50FCp8MuOTGCFSKdu5sMcpeEfuGIo6lAbleysjh4tzkbp1qLJ0hiwk9cdozyQa3A/s1600/fab+w+eff+300+butter2aB144.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="cursor:pointer; cursor:hand;width: 400px; height: 301px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgoL2gtDSBwEMadfqlbthfULc7MeroxvpsoEorhnk9kAv3jzcb9jfbC7jEa8Z4rjgCSEKbDprAB1dR50FCp8MuOTGCFSKdu5sMcpeEfuGIo6lAbleysjh4tzkbp1qLJ0hiwk9cdozyQa3A/s400/fab+w+eff+300+butter2aB144.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5618555390788276226" /></a>norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-78516756196983919272011-06-11T06:34:00.000-07:002011-06-11T09:18:41.520-07:00Vodka case studyThe account group at Fathom had some research that said people were sick of new vodka brands and all their B.S. advertising. So they decided that Boru would be the no-B.S. brand.<br /><br />We loved it. And, as it turned out, Boru's main product attribute (apart from being from Ireland) is that it's triple-distilled. An attribute that helped us to latch onto the concept of "clarity" as sort of the anti-B.S. positioning. Once that was in place, the campaign flowed like a Boru-tini: Boruisms. Little gems of wisdom, aphorisms that represent "clarity from Ireland." So much fun to write.<br /><br />The campaign was a blast to work on and it won a bunch of awards, got a lot of press, and sales went up nearly 500%.<br /><br />Not too shabby. Here below is some of the work:<div><br /></div><div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhM8CriQDJnrMe9kew9_ub3ujzkrh-Ej2mSdTidviDhrLhb9a0wVu9Haz1z1Ik9f2_M06Fw9MyDDKwo92EIoVKzTe71-oIv6VNj0Z33_BG84EkBiXuvApeoEpD6ePXOlplldLMl1892BTU/s1600/1clarity.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhM8CriQDJnrMe9kew9_ub3ujzkrh-Ej2mSdTidviDhrLhb9a0wVu9Haz1z1Ik9f2_M06Fw9MyDDKwo92EIoVKzTe71-oIv6VNj0Z33_BG84EkBiXuvApeoEpD6ePXOlplldLMl1892BTU/s400/1clarity.gif" border="0" alt="" id="BLOGGER_PHOTO_ID_5616997193108356978" style="cursor: pointer; width: 325px; height: 400px; " /></a></div><div><br /></div><div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuRwz-r-w7E5kaijsgyuukc1tkvv9vp9f8bM6QvX5SK1rq1HjcxwOmiTpl7v8cJBlHKIKWEKsJzHnB22rZ4pb1D6dzp3ncT5HxeLau7TJ0fb7atjLcrtKJa-p7_RkmBaaCfKc0Nxuuxdk/s1600/6family.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuRwz-r-w7E5kaijsgyuukc1tkvv9vp9f8bM6QvX5SK1rq1HjcxwOmiTpl7v8cJBlHKIKWEKsJzHnB22rZ4pb1D6dzp3ncT5HxeLau7TJ0fb7atjLcrtKJa-p7_RkmBaaCfKc0Nxuuxdk/s400/6family.gif" border="0" alt="" id="BLOGGER_PHOTO_ID_5616964928161105858" style="cursor: pointer; width: 325px; height: 400px; " /></a></div><div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuRwz-r-w7E5kaijsgyuukc1tkvv9vp9f8bM6QvX5SK1rq1HjcxwOmiTpl7v8cJBlHKIKWEKsJzHnB22rZ4pb1D6dzp3ncT5HxeLau7TJ0fb7atjLcrtKJa-p7_RkmBaaCfKc0Nxuuxdk/s1600/6family.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjIKw4S2m44W05KUlrVpOCCZthOlnYCmoKcwlw7lGm9CCFLI8NI7uBMRQztvbX9DmGZKQoiTyyZUQHcH0K0usTYp3h7w83C6zlMgBAEcjUU05jAsUsxlnA-jhLubtRn0nTBSqs4x-riRco/s1600/5incentive.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjIKw4S2m44W05KUlrVpOCCZthOlnYCmoKcwlw7lGm9CCFLI8NI7uBMRQztvbX9DmGZKQoiTyyZUQHcH0K0usTYp3h7w83C6zlMgBAEcjUU05jAsUsxlnA-jhLubtRn0nTBSqs4x-riRco/s400/5incentive.gif" border="0" alt="" id="BLOGGER_PHOTO_ID_5616964920992581074" style="cursor: pointer; width: 325px; height: 400px; " /></a></div><div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjIKw4S2m44W05KUlrVpOCCZthOlnYCmoKcwlw7lGm9CCFLI8NI7uBMRQztvbX9DmGZKQoiTyyZUQHcH0K0usTYp3h7w83C6zlMgBAEcjUU05jAsUsxlnA-jhLubtRn0nTBSqs4x-riRco/s1600/5incentive.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAOGW1U6hVmSUti8cquKqC7h-gv_WjrLFZjIlKoTA7E70HAzXfTtAVacyt8_74ufS-XHSMOwx9TL5CeGx5NPAYHbdGx7bJzPfCZIIJfDJe57zySh_ZF6DWMZfeIa0UBcxZKPrkue2OGGc/s1600/4politics.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAOGW1U6hVmSUti8cquKqC7h-gv_WjrLFZjIlKoTA7E70HAzXfTtAVacyt8_74ufS-XHSMOwx9TL5CeGx5NPAYHbdGx7bJzPfCZIIJfDJe57zySh_ZF6DWMZfeIa0UBcxZKPrkue2OGGc/s400/4politics.gif" border="0" alt="" id="BLOGGER_PHOTO_ID_5616964910106229298" style="cursor: pointer; width: 325px; height: 400px; " /></a></div><div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAOGW1U6hVmSUti8cquKqC7h-gv_WjrLFZjIlKoTA7E70HAzXfTtAVacyt8_74ufS-XHSMOwx9TL5CeGx5NPAYHbdGx7bJzPfCZIIJfDJe57zySh_ZF6DWMZfeIa0UBcxZKPrkue2OGGc/s1600/4politics.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCs5sSDYMdfVsC0SZ97UpV87NeSmN2LzJ0NZlD62AVcVLGBcPDTHDunO5IO3xTkjF8qhPcdihM-E1wEaKOXScYu4zKqqjqWLhgFkfbwGurupWuwVxRk8C-cvQYwA5k7OmnnhYcJgfpkUQ/s1600/3self-knowledge.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCs5sSDYMdfVsC0SZ97UpV87NeSmN2LzJ0NZlD62AVcVLGBcPDTHDunO5IO3xTkjF8qhPcdihM-E1wEaKOXScYu4zKqqjqWLhgFkfbwGurupWuwVxRk8C-cvQYwA5k7OmnnhYcJgfpkUQ/s400/3self-knowledge.gif" border="0" alt="" id="BLOGGER_PHOTO_ID_5616964902581901250" style="cursor: pointer; width: 325px; height: 400px; " /></a></div><div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCs5sSDYMdfVsC0SZ97UpV87NeSmN2LzJ0NZlD62AVcVLGBcPDTHDunO5IO3xTkjF8qhPcdihM-E1wEaKOXScYu4zKqqjqWLhgFkfbwGurupWuwVxRk8C-cvQYwA5k7OmnnhYcJgfpkUQ/s1600/3self-knowledge.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimgbOsMCSgmZQpKl7c1D9SChPcdmoPAt9kRguJZjgwKld4JKcZb6zWlxgdXhWmRdxzwheYf0xwlCCRcQpZTz36YO_BNRnGJ31eVq1LEG_GG9f4aWvsVi_AzLV1XRXgP57BVJuCsoEE6t8/s1600/2neighborlinee.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimgbOsMCSgmZQpKl7c1D9SChPcdmoPAt9kRguJZjgwKld4JKcZb6zWlxgdXhWmRdxzwheYf0xwlCCRcQpZTz36YO_BNRnGJ31eVq1LEG_GG9f4aWvsVi_AzLV1XRXgP57BVJuCsoEE6t8/s400/2neighborlinee.gif" border="0" alt="" id="BLOGGER_PHOTO_ID_5616964891658362866" style="cursor: pointer; width: 325px; height: 400px; " /></a></div><div><br /></div><div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimgbOsMCSgmZQpKl7c1D9SChPcdmoPAt9kRguJZjgwKld4JKcZb6zWlxgdXhWmRdxzwheYf0xwlCCRcQpZTz36YO_BNRnGJ31eVq1LEG_GG9f4aWvsVi_AzLV1XRXgP57BVJuCsoEE6t8/s1600/2neighborlinee.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"></a>And here are some of the lines we put on coasters:<br /><div><br /></div><div><br /></div><div><br /></div><div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRNYlaXJzDsM1aXf_RpfZA2b28gpU4-9vHgLDmHYBSZ6ncjIiSuExtWlGbpsA-4mYBYR3WpcpmXwKZ061E_gzNh3CB7N0_2qezTHFhRi6RbwZ7uabrDCBHSH_vtpqvWjhkNCXURLGLCv8/s1600/7coasters.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRNYlaXJzDsM1aXf_RpfZA2b28gpU4-9vHgLDmHYBSZ6ncjIiSuExtWlGbpsA-4mYBYR3WpcpmXwKZ061E_gzNh3CB7N0_2qezTHFhRi6RbwZ7uabrDCBHSH_vtpqvWjhkNCXURLGLCv8/s400/7coasters.gif" border="0" alt="" id="BLOGGER_PHOTO_ID_5616965064381942002" style="cursor: pointer; width: 309px; height: 400px; " /></a></div></div>norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-73524299181720634182011-06-11T05:59:00.000-07:002011-06-11T06:29:07.901-07:00Brides magazine mini-case studyFrom the Woodstock Organic Concepts company blog archives:<br /><br /><div>Like lots of national magazines, <b>Brides</b> has a regional edition and our friend Dave somehow got himself an ad for his professional dj services in the northeast run.</div><div><br /></div><div>As we always do for such things, we looked around at what everybody else was doing to see the similarities. And as we always do, we noticed that almost all of the other music services ads in the last issue of Brides had a number of elements in common: full color bleed, cheesy pictures of dj's or bands or dancing happy party-goers, and boring typefaces. So, as we always do, we set out to make Dave's ad different. In a smart way. Here it is:</div><div><br /></div><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZobl-lCrlGAHR7llHvah2hIjXEDQe0Y_sPHOwFJDopnilrAkziGNxNWeROS7W_5uvsXo3fD-6h08FVFoObpu4uBQYt2TKClQmqbs-jG4nz5MVB3uB9AT9b1uQyZs94WByujXG5GZbW3TY/s1600-h/new+dave+ad+flattened.jpg"><img style="cursor:pointer; cursor:hand;width: 295px; height: 400px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZobl-lCrlGAHR7llHvah2hIjXEDQe0Y_sPHOwFJDopnilrAkziGNxNWeROS7W_5uvsXo3fD-6h08FVFoObpu4uBQYt2TKClQmqbs-jG4nz5MVB3uB9AT9b1uQyZs94WByujXG5GZbW3TY/s400/new+dave+ad+flattened.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5361267407101917010" /></a><br /><div><br /></div><div>This ad is the latest expression of our big campaign idea for JTD: JTD delivers peace of mind. Unlike most other dj services, Dave carries a million dollars insurance, backup systems and backup dj's, so if you hire JTD there's one less thing to worry about on your big day. "JTD. Free your mind, so your ass can follow."</div>norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-82409920576019347962011-06-11T05:45:00.001-07:002011-06-11T05:47:41.782-07:00Political advertising case studyFrom the archives of the company blog:<div><br /></div><div>Sweet mother of Kennedy! We finished our first soup-to-nuts and pearls-to-swine political campaign last week and it was an amazing experience. Just amazing. If you want to know exactly how amazing, you'll have to buy each and everyone of us here at Woodstock Organic Concepts a few beers to loosen up our tongues. Otherwise, we'll just stick to the facts:<div><br /></div><div>Our guy won. Jeff Moran. Keep Jeff Moran Woodstock Town Supervisor. He won another 2 years as 'mayor' of our small town. It was a long and complicated campaign with lots of players but W.O.C. provided the image management from start to finish, with a little sometimes-but-not-always-helpful input from everyone else under the sun.</div><div><br /></div><div>We'll spare you all the details and spare ourselves the 5,000 words it would take to tell them. Here's the topline of what we did that helped Jeff win:</div><div><br />1) Once his platform had been written and the competitive environment had been analyzed, we were ready to identify the candidate's unique selling proposition (USP) or brand essence or brand DNA or turf or whatever else you want to call it. For our guy it was "don't mess with success." He was the incumbent and had done a great job during his first term. Everyone said so. We executed this concept by using the format of "Keep (fill in the blank)" for all of his communications, a format we lifted from the suggestion of a past town supervisor who said that Jeff's campaign promise should be to "Keep Woodstock Small and Beautiful". Perfect. Keep Woodstock thriving. Keep the Comeau for all Woodstockers. Keep Woodstock Elementary open. Et cetera. It's positive, it's differentiating, it's ownable. And the candidate liked it. So that format became our hook, our main way of communicating his USP.<br /><br /></div><div>2) Jeff Moran's major negatives going into the campaign were that he was perceived as an elitist and as the anti-green candidate. Here's what we did:</div><div><br /></div><div> a) As there were no other "Jeffs" running in the area, we were able to drop his last name from the bulk of our communications and refer to him simply as "Jeff", working against the elitist perception.</div><div><br /></div><div><span class="Apple-tab-span" style="white-space:pre"> b</span>) We recommended a snappy URL "KeepJeff.com" and helped set up <a href="http://www.keepjeff.com/">a website</a> that laid out his platform in a simple way.</div><div><br /></div><div><span class="Apple-tab-span" style="white-space:pre"> </span>c) We made his logo out of grass and daisies, turning him instantly 'green', which in fact, he was.</div><div><br /></div><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgx-s-lPjsifDWh6VrEOqgI7sPuPytQpqCf_vqgYP9IBX85wuVsTAzfh1tYdMZzqq9oWsBIF07AlCrNu2A9PdOJIWv-sAXnqDR3USbMCCHrQ6uG5epDXbDluQvTj4ulXvgQdNEESjvbncjm/s1600-h/keep+jeff+daisies+72.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="cursor:pointer; cursor:hand;width: 400px; height: 62px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgx-s-lPjsifDWh6VrEOqgI7sPuPytQpqCf_vqgYP9IBX85wuVsTAzfh1tYdMZzqq9oWsBIF07AlCrNu2A9PdOJIWv-sAXnqDR3USbMCCHrQ6uG5epDXbDluQvTj4ulXvgQdNEESjvbncjm/s400/keep+jeff+daisies+72.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5403593735631504338" /></a><div><br /></div><div><span class="Apple-tab-span" style="white-space:pre"> </span>d) We included this message on the website and on all communications: <i>"If you have any questions on this or any issue of town business, please call me at 679-2113 ext. 7."</i> Because really, what kind of elitist public servant passes out their phone number in case you have a question?</div><div><br /></div><div>3) We relentlessly recommended <i>against</i> print advertising and <i>for</i> person to person contact. For the primaries, we set up a phone tree to reach out to the 700 voters identified as likely to vote. This outreach was our stated number one priority in every meeting with the candidate and his advisors and was based not just on the numbers but also on our category insight that in local political elections, there is always somebody in every cluster of people who knows the inside scoop. The guy next door or down the street or at the meat store who pays attention to this stuff. He or she is the person people look to for "who do I vote for" guidance and so we had to get to them.</div><div><br /></div><div>4) We set up <a href="http://www.teamwoodstock.com/">political committees</a> and letters to the editor campaigns to address the important election topics from a variety of perspectives.</div><div><br /></div><div>5) We set up Facebook groups and YouTube videos and ran print ads and did door hangers and direct mail pieces and all the stuff that you'd expect. It didn't hurt.</div><div><br /></div><div>6) We got the candidate out there to every pancake breakfast and soccer Saturday and senior's meeting.</div><div><br /></div><div>7) And this is the really interesting part: our chief officer sent out a personal email explaining why he was supporting Jeff. It started with the admission that he had begun working on the campaign not as a supporter but as a mercenary, and went on to explain how he had personally been won over in the course of the work. The letter received numerous replies from people saying they hadn't known who they were going to vote for, but now they would vote for Jeff. Wow. In the course of the campaign, our boss had become the guy that people looked to for election guidance and our early thesis was proven correct. He personally swayed votes.</div><div><br /></div><div>8) Lastly, we stayed cheerful and helpful despite a lot of crap.</div><div><br /></div><div>As we mentioned, it would take thousands and thousands of words to detail all the work that went into this. If you want them, pay with beer. The more beers, the better the story will get. Otherwise, we hope you enjoyed this summary.</div><div><br /></div><div>We'll leave you with one of the advertising pieces we liked best from the whole campaign, a print ad for Team Woodstock that sold Jeff as the coalition candidate that he was: (click it to enlarge)</div><div><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ5gtK5iRMutc4cnE-U-w3xKnFFm3toHmiRssCzI33ABlSBG3bIM0W_j6dT2RSqFuWs8RpMv9oTf4lXsvIbzxkdhtuRLaXNSIj7kW26KR5Oq7Nk1LvxpHDr3PnM7mo0E53P8L9kA-8VEGC/s1600-h/team+woodstock+%232df.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="cursor:pointer; cursor:hand;width: 400px; height: 369px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ5gtK5iRMutc4cnE-U-w3xKnFFm3toHmiRssCzI33ABlSBG3bIM0W_j6dT2RSqFuWs8RpMv9oTf4lXsvIbzxkdhtuRLaXNSIj7kW26KR5Oq7Nk1LvxpHDr3PnM7mo0E53P8L9kA-8VEGC/s400/team+woodstock+%232df.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5403608403671963682" /></a></div></div>norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0tag:blogger.com,1999:blog-3753701866854729592.post-62741188242427542102011-06-11T05:35:00.000-07:002013-04-24T05:23:41.673-07:00Syndicated radio program case study<div>
From the archives of our company blog:</div>
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The best assignments are almost always the ones where we can be brought in on the ground floor. This is what happened with Unleashed, a syndicated radio program that was looking for broader nationwide syndication. <br />
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The best assignments are almost always the ones where the clients are awesome. That's what happened with this one: dJ/radio mogul Dave Leonard is thoughtful and insightful and helps us to do our job even better.<br />
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Here's how it all went down:</div>
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<b>• Product name.</b> The client's other, related business is called JTD, which stands for "Jeffrey the dog." He wanted something dog-centric for this venture too and was using "Unleashed" as the name for his radio program, which is a great name but: a) is already out in the world a bunch, b) is not as descriptive as it could be and, c) was not available as a URL. "radioUnleashed.com", however, <i>was</i> available as a URL. Nicely descriptive, right on, dogwise, and ownable. We bought it. Our client thought it over for a few days and bounced it offa his staff and clients and finally bit: radioUnleashed it would be.</div>
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<b>• Parity product.</b> radioUnleashed sorts through all the music that's out there and brings its listeners only the very best of it. Heard that before? We had. Our client even noted that there were a few stations out there on XM and whatnot that promise the exact same thing. We asked him what he did differently than those stations and he told us that he does it better. Now, we, of course, believe him, but still, "we think we do it better" is not much of a hook to hang your hat on. So... not having a serious and ownable point of differentiation to talk about, we decided we could own <i><b>how</b> we talked about it</i>. Let the other guys bring you the very best of it, we'd "sort through all the kibble and bring you the good bits." Dog talk all the way to the bank.</div>
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<b>• Logo.</b> Keeping with the dog theme, we did a bunch of drawings, some were versions of the JTD logo, some were brand new ideas depicting slightly more feral pooches. Eventually we saw a dog hanging its head out a window and the light bulb went off. Lotsa fun, a little indulgence and just a bit of danger, it was a perfect image. A few hours on the drawing board and we came up with the drawing, a little bit rough, a little bit fun, a little bit toothy. We liked it, the client liked it and after a little fine tuning, we had radioUnleashed's new logo.</div>
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<b>• Tag line. "</b>Music with teeth." No brainer. It's how we always described the common thread of the diverse range of music we like and now we could give it to our client. Music with teeth. Perfect.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHGrKipab-oKq9u5aDzTYnzQ6dN-brsP3Sx_7NAObmGKg4mTsNNWbVrSmJLLDX5an45p4uCArA1_53wp4UOHdEPIdamQvYcUaJwqv95964GVXrNt17TUbROSS-ORhROXKTfDazX2ythFi3/s1600/06.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5575411377976339650" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHGrKipab-oKq9u5aDzTYnzQ6dN-brsP3Sx_7NAObmGKg4mTsNNWbVrSmJLLDX5an45p4uCArA1_53wp4UOHdEPIdamQvYcUaJwqv95964GVXrNt17TUbROSS-ORhROXKTfDazX2ythFi3/s400/06.jpg" style="cursor: hand; cursor: pointer; height: 400px; width: 375px;" /></a></div>
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Once the logo and the line were nailed, executing the rest of this stuff was an exercise in fun. Designing the website was a blast and a swell exercise in doggie free association. You can see it here: <a href="http://www.radiounleashed.com/">radioUnleashed.com</a>. </div>
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Business cards would have a bite die-cut out of them...</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHGrKipab-oKq9u5aDzTYnzQ6dN-brsP3Sx_7NAObmGKg4mTsNNWbVrSmJLLDX5an45p4uCArA1_53wp4UOHdEPIdamQvYcUaJwqv95964GVXrNt17TUbROSS-ORhROXKTfDazX2ythFi3/s1600/06.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwF1UL09TxoVg49fsihDR-KLWHpv6NgExKG9jHK32ajaUYjzXnnZ4b_dcs3sB9QaPHRE9M00AXR8p0RrtfaeGf8q0KZMc7IjODi7w2iEWaGOnc7Sn86tFvhBue7zo_KwuemLBLYTx_wjv2/s1600/05.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5575411282304840514" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwF1UL09TxoVg49fsihDR-KLWHpv6NgExKG9jHK32ajaUYjzXnnZ4b_dcs3sB9QaPHRE9M00AXR8p0RrtfaeGf8q0KZMc7IjODi7w2iEWaGOnc7Sn86tFvhBue7zo_KwuemLBLYTx_wjv2/s400/05.jpg" style="cursor: hand; cursor: pointer; height: 231px; width: 400px;" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwF1UL09TxoVg49fsihDR-KLWHpv6NgExKG9jHK32ajaUYjzXnnZ4b_dcs3sB9QaPHRE9M00AXR8p0RrtfaeGf8q0KZMc7IjODi7w2iEWaGOnc7Sn86tFvhBue7zo_KwuemLBLYTx_wjv2/s1600/05.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"></a>...collateral materials would have the fun logo....</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgS92gCRhvl-fFqbyBLE6uPYOUiAtDb28WQqEjv_6CicnD-Z41I47QKaMujVIFRtEVTZ7U3jhdHvPodmrdhIcFXOS5jXZuHPjxvWbV8WjMsP_fDOFW1hs09GK0hPCukSsAMfKEuslmSl2N3/s1600/04.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5575411203601051858" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgS92gCRhvl-fFqbyBLE6uPYOUiAtDb28WQqEjv_6CicnD-Z41I47QKaMujVIFRtEVTZ7U3jhdHvPodmrdhIcFXOS5jXZuHPjxvWbV8WjMsP_fDOFW1hs09GK0hPCukSsAMfKEuslmSl2N3/s400/04.jpg" style="cursor: hand; cursor: pointer; height: 293px; width: 400px;" /></a></div>
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...or even better, they would more organically express the dog theme....</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTwa-UMeyQ0A5jWYeHh2KflHSPDIzo0Esm7Gt5iKsbirOAbKjA2Ou6d2gHP_RrhFpPNrdfCzkDbGSgasmTrEjY-X6zPYB0N2IVmA8RLu5dnEl3h_egkcWQueUsGlYpSriVIx1wo1oDrmGC/s1600/03.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5575410032455872322" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTwa-UMeyQ0A5jWYeHh2KflHSPDIzo0Esm7Gt5iKsbirOAbKjA2Ou6d2gHP_RrhFpPNrdfCzkDbGSgasmTrEjY-X6zPYB0N2IVmA8RLu5dnEl3h_egkcWQueUsGlYpSriVIx1wo1oDrmGC/s400/03.jpg" style="cursor: hand; cursor: pointer; height: 207px; width: 400px;" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTwa-UMeyQ0A5jWYeHh2KflHSPDIzo0Esm7Gt5iKsbirOAbKjA2Ou6d2gHP_RrhFpPNrdfCzkDbGSgasmTrEjY-X6zPYB0N2IVmA8RLu5dnEl3h_egkcWQueUsGlYpSriVIx1wo1oDrmGC/s1600/03.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"></a>...and what the heck, maybe we should even make some actual dog bones to give out.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUH4QoqCy9PpIADZUQPC9h5RHXvBFqVCNCoeFofLp951bkAXN908Fdonfk9W5h_Pp5_WfgpCfe96LJU2BIdTE6y-4i1kbayO1APgK9gGivAOCeAoPsYy1L6K0hVeLq7lzSO2OaMF9vsNEy/s1600/02.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5575409824372958242" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUH4QoqCy9PpIADZUQPC9h5RHXvBFqVCNCoeFofLp951bkAXN908Fdonfk9W5h_Pp5_WfgpCfe96LJU2BIdTE6y-4i1kbayO1APgK9gGivAOCeAoPsYy1L6K0hVeLq7lzSO2OaMF9vsNEy/s400/02.jpg" style="cursor: hand; cursor: pointer; height: 322px; width: 400px;" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUH4QoqCy9PpIADZUQPC9h5RHXvBFqVCNCoeFofLp951bkAXN908Fdonfk9W5h_Pp5_WfgpCfe96LJU2BIdTE6y-4i1kbayO1APgK9gGivAOCeAoPsYy1L6K0hVeLq7lzSO2OaMF9vsNEy/s1600/02.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"></a>All well and good, the radioUnleashed brand is really starting to take shape. Fun logo, great line, and lots of fun executions. What about print ads? Well, just as we were starting to think about that, our client Dave sent us a scan of his playlist from the week before. Handwritten and perfectly descriptive of the kinda music you could hear on rU, it was a thing of beauty. Engaging and lovely and nearly the perfect print ad just as it was. So we threw the logo and line on there and called it done. One of the best, easiest, no-brainer print ads we've ever done. Here it is: (click on it or any of these images to see them bigger.)</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLM84TJ-teSFFTljcfhV6oSU1mCKXbIUN_FGepKGMbwzksQ_Lp5U4CqnKmiesdq0sI6jKSUkoeSEME-lR8pjLuP6v1CGRftlgGLD1L7fGs4SXBsNWygaUtJuVN-KdClz77DmyGQDBwrlS9/s1600/01.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5575409686649287186" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLM84TJ-teSFFTljcfhV6oSU1mCKXbIUN_FGepKGMbwzksQ_Lp5U4CqnKmiesdq0sI6jKSUkoeSEME-lR8pjLuP6v1CGRftlgGLD1L7fGs4SXBsNWygaUtJuVN-KdClz77DmyGQDBwrlS9/s400/01.jpg" style="cursor: hand; cursor: pointer; height: 400px; width: 309px;" /></a></div>
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We added a laundry list of associated promotional ideas ranging from art show sponsorships, guerilla concert "sponsorships", recording studio sponsorships, and our patented "9 ways to saturate the local bar scene with your image and URL" plan. In the next few weeks, we'll sit down with our fab client and sort all of this stuff into a sensible chronology following our "seed. launch. sustain." scheme. It'll be fun.</div>
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So that's the radioUnleashed story. Smart and fun and comprehensive. We're so proud of our thinking and our work and we're so happy to have a client as awesome as Dave. Now all that all of you have to do is to go give it a listen. Go to <a href="http://www.radiounleashed.com/">radioUnleashed.com</a> and click on "fetch" to hear last week's show. It's a great listen. Bow wow wow.</div>
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norm magnussonhttp://www.blogger.com/profile/11024539123074893502noreply@blogger.com0