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Branding & Design

Does your brand communicate your “Big Idea”? A good process I follow is to take a deep dive into current marketing, advertising, and interactive/print collateral materials, voice and tone, and what is the overall message you are sending. I will also look at past research, competitor research, audience discussion groups, any usability testing that is available, what is the amount and depth of your content, and analytics for the last few years. This will allow us to assess what’s working, what needs to be adjusted, and if/when a new direction should be initiated. I will ensure that all information available or collected is shared with key stakeholders.

If a new direction is initiated, we will start by investigating your competitors, researching your company’s strengths and weaknesses, discussion groups, customer interviews, setting goals with the pillars to support and achieve those goals. All of this can help us find what sets you apart from the pack. I will lead the process as we determine the best strategy to meet your goals and move your brand forward.

 

Samples

  • Purdue University logo

    Purdue University Strategic Plan, Brand, and Capital Campaign

    Purdue University, mostly known for their engineering programs and the "Cradle of Astronauts" had been in need of a re-brand for quite some time. When President Martin Jischke was brought in, we decided to tackle the strategic plan, brand, and initiate a $1.2 billion dollar five-year capital campaign. We started by gathering data through state-wide discussion groups and interviews of pre-qualified individuals. Our goal was to increase enrollment. The pillars to achieve this goal were to increase faculty by 300, increase research by providing state-of-the-art new facilities, and become more engaged with the state.

    All marketing materials would need to be redone throughout the University (Web, print, radio, television, etc.). I lead all web projects, creating new web sites for the Purdue home page, as well as all high-level sites and seven of the eleven college sites. This was done in collaboration with the colleges and key stakeholders, providing full transparency and forming discussion groups, many brought over 300 attendees. I wrote the brand standards manual for the web and consulted for the rest of the manual. A strong focus for WCAG was included and I was able to write Purdue's first compliance manual for the web.

    Purdue University Strategic Plan, Brand, and Capital Campaign

    Purdue University, mostly known for their engineering programs and the "Cradle of Astronauts" had been in need of a re-brand for quite some time. When President Martin Jischke was brought in, we decided to tackle the strategic plan, brand, and initiate a $1.2 billion dollar five-year capital campaign. We started by gathering data through state-wide discussion groups and interviews of pre-qualified individuals. Our goal was to increase enrollment. The pillars to achieve this goal were to increase faculty by 300, increase research by providing state-of-the-art new facilities, and become more engaged with the state.

    All marketing materials would need to be redone throughout the University (Web, print, radio, television, etc.). I lead all web projects, creating new web sites for the Purdue home page, as well as all high-level sites and seven of the eleven college sites. This was done in collaboration with the colleges and key stakeholders, providing full transparency and forming discussion groups, many brought over 300 attendees. I wrote the brand standards manual for the web and consulted for the rest of the manual. A strong focus for WCAG was included and I was able to write Purdue's first compliance manual for the web.

  • Roc Archive logo

    ROC ARCHIVE

    Roc Archive is a new non-profit started by Glen Galbraith. Roc is a regional archive and Glen has managed to find 16mm and 8mm motion picture film as well as still photos that date back to the late 1800's.

    Roc Archive also has been donated more than 60,000 hard-to-find VHS tapes (yes, I said VHS) that will be available to rent online for pickup or shipping. Roc Archive has also started it's own record label, already signing several talented Rochester artists. The website is being built (by me with Drupal) currently and will have the music available for purchase.

    ROC ARCHIVE

    Roc Archive is a new non-profit started by Glen Galbraith. Roc is a regional archive and Glen has managed to find 16mm and 8mm motion picture film as well as still photos that date back to the late 1800's.

    Roc Archive also has been donated more than 60,000 hard-to-find VHS tapes (yes, I said VHS) that will be available to rent online for pickup or shipping. Roc Archive has also started it's own record label, already signing several talented Rochester artists. The website is being built (by me with Drupal) currently and will have the music available for purchase.

  • Harry Bruno Salon logo

    HARRY BRUNO SALON

    Harry Bruno Salon is a high-end, exclusive, luxury salon located in downtown Rochester. Harry asked me if I could help improve his brand and increase his customer base. I began by interviewed clients, new and returning to develop a voice for any promotional materials as well as the web site. I wanted to logo to be timeless and have a unique piece that could stand on it's own, so I developed the "HB" as a custom typeface.

    I am also working on the web site (Drupal) that will be online by the end of May 2019.

    HARRY BRUNO SALON

    Harry Bruno Salon is a high-end, exclusive, luxury salon located in downtown Rochester. Harry asked me if I could help improve his brand and increase his customer base. I began by interviewed clients, new and returning to develop a voice for any promotional materials as well as the web site. I wanted to logo to be timeless and have a unique piece that could stand on it's own, so I developed the "HB" as a custom typeface.

    I am also working on the web site (Drupal) that will be online by the end of May 2019.

  • Alcoa Alcalyte logo

    Alcoa Alcalyte

    Alcoa is a worldwide leader and pioneer in the production of Bauxite, Alumina, and Aluminum. The company was introducing a new series of aluminum alloys targeting the sports market (baseball/softball bats, mountain bike frames, and sailing equipment). I was able to develop a brand known as Alcalyte through research, discussion groups, and customer interviews. I then tested the brand and received overwhelmingly positive feedback.

    The brand also needed logos for each alloy as well as a brand standards manual. I was able to design all the logos and support materials (print and web) as well as write the brand standards manual.

    Alcoa Alcalyte

    Alcoa is a worldwide leader and pioneer in the production of Bauxite, Alumina, and Aluminum. The company was introducing a new series of aluminum alloys targeting the sports market (baseball/softball bats, mountain bike frames, and sailing equipment). I was able to develop a brand known as Alcalyte through research, discussion groups, and customer interviews. I then tested the brand and received overwhelmingly positive feedback.

    The brand also needed logos for each alloy as well as a brand standards manual. I was able to design all the logos and support materials (print and web) as well as write the brand standards manual.

© Copyright Denton A Brown 2019. All rights reserved.