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Branding
Branding is the overall look and feel of a product,
company or program, also referred to as an identity. A fully branded
company has thought through how all their materials, products and
services are presented as a whole, besides starting with a powerful
and appropriate logo.
Elements of a Brand
Color, shape, texture, the size
of collateral materials and many other visual and tactile elements
come into play with branding. Type treatments, packaging and
signage must work together. A branded campaign extends to
anything and anywhere that product is seen or experienced.
Project Scope
We work with clients large and small and
are sensitive to budgets and time constraints in considering how
best to approach branding needs. Any company needs
to consider how they appear to the public in all circumstances whether
through brochures, advertising, business cards, signage etc. This
can extend to radio, to exhibition design
and to furnishings. The more thought out, the
better job can be done to plan for future expansion and keeping the
brand flexible and alive.
Building on Past Success
When a company's look may have become outdated,
as with a logo, they need to
keep in mind the recognition factor built up in their customers'
minds. Therefore, updating their look is trickier than it may at
first seem. It's a challenge that's fun to meet, however. This is
part of the branding exercise: to consider a company's objectives,
clients and heritage and to express these in a simple, visually appealing
format that will capture the attention of their desired customers.
The Whole is Greater than the Sum of Its Parts
This
expression is never more apt than in a successful branding exercise.
A powerful brand uses common elements with enough flexibility to
create an ever-evolving, always interesting identity that keeps
customers coming back for more, with its vital totality that
continually renews itself. See some of our branding in action at right. Click
images to view details of our work with each client. Call us
to discuss your branding needs. |
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Client
Examples |
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City Island Farm & Vineyards City Island Farm & Vineyards is a
local product line in a small, loyal community. The owner
created a mythical story surrounding the company's heritage
and wanted materials to reflect the ideas of pirates and
seafaring beginnings. Read
more. |
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Greenburgh Nature Center
Green Magic Party The GNC is a not-for-profit nature
center located in Scarsdale, NY, inhabited by many curious
creatures. We created this magical green guy for one of
their highlighted fundraising events. Read
more. |
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John Scardina,
Child Psychologist John Scardina wanted his materials to
show a playfulness and joy and to not be overly clinical.
In addition, he wanted his own logo to continue to work
with a sun sign that holds deep meaning for him. Read
more. |
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Northwest Airlines Benefits For Northwest Airlines, our challenge was
to create a look and feel for their benefits program that
was in harmony with their parent company's recent redesign.
Read more. |
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Objectart Solutions LLC Objectart Solutions creates high-end
technical programming for airlines, financial services,
xx and xx. They wanted a look that reflected their high
tech work but that wasn't cold. Read
more. |
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Pepsi Bottling Group Benefits Pepsi Bottling Group spun off from parent
company, Pepsico and needed their own benefits department
identity. We created a logo that emphasized their truckers,
the heart and soul of the company. Read
more. |
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Rug Fanatic Modern Art Rugs Rug Fanatic is an upbeat, high-end hand
tufted modern art rug line. For this identity, color is
a big component, as well as a modern edge that still pays
hommage to many time periods. Read
more. |
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Shapiro Bernstein
Music Publishers We created a new logo for this venerable
music publisher, who has been in business since 1913. Their
logo had not been redesigned since the 1960s and was not
helping them appear abreast of current trends. Read
more. |
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WEEP Music Jazz Band WEEP jazz band plays eclectic music with
jazz roots and focuses on soulful, sad songs. This identity
reflects humor, artistry and a lively openness despite
the flowing tears. Read
more. |
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