STRATEGY MEETS DESIGN Helping To Solve Business Problems Through Design
DESIGN IS NOT JUST THE DIFFERENCE BETWEEN BEAUTIFUL AND BORING… Alice Pettey Branding & Strategic Design, llc STRATEGIC DESIGN IS NOT JUST THE PROCESS OF CREATING BEAUTIFUL AND FUNCTIONAL DESIGNS, BUT ALSO ENSURING THAT THOSE DESIGNS SOLVE THE NEEDS OF
OVERVIEW Alice Pettey Branding & Strategic Design, LLC provides services across a variety of disciplines ranging from a basic business card to full corporate branding. Our lead designer has a Master of Fine Arts Degree in Media Design. Our other designers hold certifications in Graphic Design and Photography.
THE BUSINESS. HOW DOES STRATEGIC DESIGN DIFFER FROM OTHER DESIGN SERVICES? Strategic design is the process of utilizing investigative skills (creative thinking and application) as a means of solving challenges that businesses often face in today’s competitive world. The strategic designer fulfils the role of creating a personal, functional, yet flawless design that reflects the diversity and personal style of any business. PARTNERING WITH YOUR DESIGNER Traditionally, corporate executives and representatives have viewed graphic design as
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BRANDING Brand Analysis, Brand Strategy, Creative Expression, Brand Management STRATEGIC DESIGN Graphics Design: Business Cards, Brochures, Reports, Shock & Awe Packages, Trade Show Graphics Interactive Media: Website Design, User Centric Design Motion Graphics: Animated Logos, Video Editing
the final process in a project losing the benefits of the supportive, attentive, and highly resourceful atmosphere that is created by having a strategic designer involved in the initial stages. Often we find ourselves trying to find a creative solution to many of the traditional problems faced by businesses. By tapping the creative processes of a strategic designer in the beginning of any project we open up a familial atmosphere of cooperation and trust which brings forth solutions that are outside of traditional business thinking.
…YESTERDAY AT A MASTERMIND MEETING, AFTER I PRESENTED MY BUSINESS CARD TO A WOMAN AT LUNCH, SHE COMMENTED, ‘THIS IS THE MOST BEAUTIFUL/IMPRESSIVE BUSINESS CARD I HAVE EVER SEEN.’ THANK YOU. STEPHEN E. ROULAC ROULAC GLOBAL
…IT IS THE DIFFERENCE BETWEEN CUSTOMERS CHOOSING YOU OR CHOOSING YOUR COMPETITORS. alicepettey
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DISCOVERING OUR UNIQUE CREATIVE PROCESS COLLABORATION CANNOT BE ACHIEVED WITHOUT TRUST; DESIGNS CANNOT BE ACHIEVED WITHOUT COLLABORATION. 04
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The Elde
At Alice Pettey Branding & Strategic Design, we focus on providing the best solutions to our clients. We start each project with a one on one exploratory consultation which helps us to identify how we can be of the most benefit to our clients. Our creative techniques outlined during the exploratory consultation cultivates an awareness with each client and builds a trust which provides us with a plan of action to meet the client’s needs and desires.
ALICE PETTEY EXPLAINED THE BRANDING PROCESS AND REALLY MADE OUR NEW BRAND STAND OUT AND REFLECT US AT A PERSONAL LEVEL
e Latest Adv er Law & ancements in Estate Pla nning
The initial collaboration between the designer and a company enhances client’s satisfaction and leaves a clear line of communication and expectation. The stages of development between the client and his designer are crucial in establishing the fundamental markings of the business’s brand as well as cultivating an atmosphere that will reflect the business’s goals.
Blue Heron
DESIGNING IS NOT JUST ABOUT ART; IT’S ABOUT THE GOALS OF ANY BUSINESS AND CUSTOMER SATISFACTION.
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DESIGN SERVICES MANY GREAT IDEAS GO UNEXECUTED, AND MANY GREAT EXECUTIONERS ARE WITHOUT IDEAS. ONE WITHOUT THE OTHER IS WORTHLESS. ~TIMOTHY BLIXSETH~THE BLIXSETH GROUP Graphic Design services incorporate a vast ray of specialities which includes: • logo / brand marks • newsletters • stationary design • mailing labels • business cards • presentation folders • postcards • posters • brochures • bumper stickers • identification cards • labels • trade show materials • presentations DYNAMIC FORMS Dynamic forms are documents that have interactive fields. However, these are not just fields where you are able to enter information in a specified size text box, but documents where text areas expand to include large text entries, and the remainder of the document will re-flow to accommodate the inserted text. These can include forms that perform calculations with the insertion of quantity elements, drop down menus and documents that will auto-fill sections of the document from an initial selection.
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IMAGE MANIPULATION Retouching Retouching services include a variety of activities. Images may require simple color correction, blemish removal, or the addition/removal of people and objects from a photo. Retouching also includes more dramatic results such as creating a complete transformation of the subject. Restoration Restoration in the process of taking an image, converting it to a high quality digital file and recreating and repairing the damaged, faded and distressed areas. This processes may require recreating area of the image that have been damaged beyond recognition. Colorization Converting images that are black and white, sepia, or have lost their color due to the passage of time and recreate the vibrancy you are looking for.
INTERACTIVE DESIGN Any media that you interact with is considered dynamic media. This includes the web, e-books, and magazines, particularly those that require interaction through flash / Java / or HTML 5 scripting. VIDEO Motion graphics can consist of simple logo animations to feature films. The final goal is a dynamic visual element which can be used in a multitude of ways to connect with your target audience.
THROUGH THE PROCESS OF RESEARCH, COLLABORATION, AND PERSEVERANCE ALICE PETTEY BRANDING AND STRATEGIC DESIGN CAN PROVIDE AN EXCITING VISUAL FRAMEWORK FOR YOUR MESSAGE.
BUILDING A TEAM Successful design and marketing projects requires teamwork. Alice Pettey Branding and Strategic Design creates an atmosphere where relationships can grow within as well as outside the company; provides creative fields such as photography, illustration, copy writing, and cinematography with a wide range of mediums and technology while cultivating a comprehensive approach to solving your business concerns and goals.
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Toothbrush Trivia
T
IMA Toothbrushes should be changed at least once every three months, or sooner if the bristles are worn down.
Over 3 million miles of dental floss is purchased in North America each year. That’s enough to wrap around the world over 120 time –10 times every month! By brushing for two to three minutes twice a day, you’ll spend over 24 hours every year brushing your teeth.
MOTION
GRAPHICS VIDEO EDITING LOGO ANIMATION
INTERACTIVE
DESIGN WEBSITES
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The ideal blob of toothpaste would be no bigger than a pea.
Always floss first, then brush.
If you use mouthwash, wait until at least 30 minutes after brushing. Swirl around 4 teaspoons (20ml) in your mouth for 30 - 60 seconds. If you do this every day you’ll use over a pint of mouthwash every month.
IMAGES
TALK
INFOGRPHICS AGE MANIPULATION
GRAPHIC
DESIGN BROCHURES BUSINESS CARDS POSTCARD
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BRANDING SERVICES The branding of a company is the first image to greet a patron. The common misconception that often pervades the mind is that a company’s logo is the same as their brand. While this concept is not without merits it does not provide an complete picture of what branding entails. A company’s logo is a major component of their brand but branding conveys far more extensive perspective into a company and their goals. It also brings about an element that is intangible–feelings. A fortuitous brand will evoke a response from the viewer which could be a memory, a desire, an affinity for the product and/or services that are provided. It is this unique execution of an intangible mix of feelings within a design and its functionality in keeping with the business’s goals that create a challenge for both the client and the designer which can only be fulfilled through team work.
01- BRAND ANALYSIS
Organization History
We see patients who are frustrated with their prior dental care or dentist, or who have failing or failed treatment, or who
in people’s lives. Dr. Rementer wants to help people in a
have uncontrolled gum disease or missing teeth or rampant
Alice Pettey © 2013
meaningful way. And, as a dentist, she gets to do just that on
decay or headaches that just won’t go away. If you have a
a daily basis by changing frowning faces into smiling faces.
dental problem, chances are we have an answer. Most of our
And, in doing that, Dr. Rementer is increasing the quality of
patients are adult, and many have a big fear of dentists.
her patients’ lives and the years in their lives.
Examination of your existing brand through an analysis of your customers, competitors, current branded materials and touch points.
Target Audience
Dr. Rementer became a dentist because she enjoys working with her hands and because she wanted to make a difference
Our offices also have bilingual employees to service the
Dr. Rementer is a teacher, a speaker, and the author of several
Hispanic patients that we provide services to.
consumer guides about dentistry, including a personal
Typical Patients are: Age: primarily 30 and up (they are the folks with big dental problems, typically. Gender: both but lean to female as they make most of the healthcare decisions in a family. Income -$40,000 and up Tastes: appreciate a healthy mouth, a pretty smile, a healthy body. Views: open to learning about 21st Century dentistry. Willing to make investments in their health. Attitudes: Positive. Want to add more years to their lives and more life to their years. Employment: working Geography: Triangle and Triad Lifestyle: Disposable income to invest in themselves
memoir “I’m Still Here!” Dr. Rementer realized long ago that she can do only so much so she invested a great deal of her energies on finding colleagues who could take over many of her every day clinical responsibilities as well as provide the level of care her patients had come to expect. Dr. Rementer hand selects and carefully trains her associates to provide dental care based on the principles that people need to be heard and listened to.
Determining factor for approving treatment: Presently, it is all about the cost. I want to change that to be all about your health.
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Creative
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02 - BRAND STRATEGY
Brief Objective:
To develop a refreshed and unified identity system that reflects the warm, caring, dedicated and passionate culture that is found within the PRISMS organization and assist PRISMS in further separating themselves from the organizations primary competition. Establishing a brand family for the organizations primary services will enhance PRISMS’ perception to potential members and corporate donors by providing a focused set of assets to support these individual endeavors and increase membership and overall donations.
Goals: •
•
•
To provide a cohesive brand image for the PRISMS organization that solidifies their brand positioning, and clarifies their message across their service areas. To develop benefits focused materials that will increase membership numbers and retention, as the purpose of membership is made clear. Develop targeted donation and fundraising materials to expand the organization donation base, thereby increasing donation dollars.
Unique Selling Proposition (USP): PRISMS is the premier resource for Smith-Magenis Syndrome Information. • Nearly 20 years of supporting the Smith-Magenis community. • Initial organization providing SMS education and support. • Coordinator of the “Bridges of Hope” international SMS conference.
Identification and development of your brand promise, personality, and position. Identifying your market position, unique selling position (USP), and value proposition.
Primary Deliverables: • • • • • • •
Refreshed family brand strategy Refreshed brand identity Stationary Marketing materials Redesigned Website Membership Package Donor Package
Tagline(s): To Learn. To Understand. To Support.
Key Tenets: • • •
Informative Supportive Compassionate
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03 - CONCEPTUAL EXPLORATION
Mood Boards Multiple mood boards were developed
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attitude of relaxation, happiness and fun while supporting a healthy lifestyle and
conversations, email exchanges and
beautiful smile.
© 2013
in-person meeting is was clear that the Rementers wanted the practice to be seen as more than just another dental office.
Development of the verbal and visual elements of your brand system including the name, descriptors, tag lines, copy, logo, white space, acceptable & unacceptable uses and variations.
Images were selected to convey an
to capture the key identifiers of Dr. Rementer’s practice. From the
Colors were chosen to accentuate a relaxing and airy feel often associated with the beach. Blues have been shown to support stability, trust, intelligence
Looking at the key tenets of caring,
and confidence. The greens selected
friendly, healthy and relaxing, it was
represent nature, harmony, freshness
determined that the moodboard on the
and are emotionally associated with
facing page was more in-line with the
safety. The brownish colors were
vision of Dr. Rementer. The selected mood board uses Gotham & Designosaur fonts both are san-serif which promotes a modern, forward
identified for their ability to provide a more neutral tone to the palate as well as their ability to support dependability, friendliness and warmth.
thinking impression, while having a tall x-height encouraging the perception of being caring and supportive while generally increasing readability.
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04 - CREATIVE EXPRESSION
Bumper Stickers and Key Chains
prisms.org
Promotional items such as bumper stickers and key chains can allow members to show their support while providing additional income and brand touch points to the public
Development of digital elements (websites, social media), stationary print files (letterhead, CD, reports), office template, presentations, and video graphics. 55
05 - BRAND MANAGEMENT
Stationary
Layout Specifications
To ensure the continuity of the
Letterhead
brand, new letterhead and business
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the new logo and color palette.
© 2013
As the need for letterhead is limited
.425 in from edge
919-477-3369
3811 North Roxboro Street Durham, NC 27704 www.DurhamDentistry.com
Marcia L. Rementer, DMD, PA
Marcia L. Rementer, DMD, PA
been used to create samples.
.6 in from edge
NORTH CAROLINA
Centers for Dental Excellence
for the individual practice location, only the overarching logo mark has
Establishment of guidelines including style guides, color, image styles, application for advertising, signage & vehicle graphics
NORTH CAROLINA
Centers for Dental Excellence
2.27 in
Envelope
.4 in from edge
.6 in from edge
cards have been developed utilizing
1.20 in align base of address block to base of logo
919-477-3369
3811 North Roxboro Street Durham, NC 27704 www.DurhamDentistry.com
.4 in from top edge
Designosaur, Regular 12pt Gotham Narrow, Book 10pt
NORTH CAROLINA
NORTH CAROLINA
Centers for Dental Excellence Marcia L. Rementer, DMD, PA
1.6 in from top edge Gotham Narrow, Book 10pt
3811 North Roxboro Street Durham, NC 27704
Centers for Dental Excellence Marcia L. Rementer, DMD, PA
3811 North Roxboro Street Durham, NC 27704
The letterhead, envelopes and business cards all position the new logo in the
Business Card
upper left corner. The address location varies as necessary to accommodate
.125 in from edge
document size or postal regulations.
.125 in from top edge
Designosaur, Regular 9pt 919-477-3369
NORTH CAROLINA
Centers for Dental Excellence
“Big Problem” Dentistry FREE Implant Consultation
Marcia L. Rementer, DMD, PA
1.0825 in from top edge
919-477-3369
NORTH CAROLINA
Centers for Dental Excellence
“Big Problem” Dentistry FREE Implant Consultation
Marcia L. Rementer, DMD, PA
.125 in from bottom edge
MARCIA L. REMENTER, DMD, FIDIA Founder & Clinical Director Author, Educator & Speaker
3811 North Roxboro Street Durham, NC 27704
Burlington • Chatham Durham • Greensboro www.DurhamDentistry.com
MARCIA L. REMENTER, DMD, FIDIA Founder & Clinical Director Author, Educator & Speaker
3811 North Roxboro Street Durham, NC 27704
Gotham Narrow, Book 8pt/9pt
Burlington • Chatham Durham • Greensboro www.DurhamDentistry.com
Gotham Narrow, Book 8pt/9pt Designosaur, Regular 10pt Gotham Narrow, Book 7pt/8pt
Gotham Narrow, Medium 8pt/9pt
Burlington • Chatham • Durham • Greensboro
Top of Text at .5 in from page bottom
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Burlington • Chatham • Durham • Greensboro
Practice Locations, Centered Gotham Narrow, Medium 10pt
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PHASES / PROCESS
Bronze
TIERS Silver Gold
Platinum
Brand Analysis Customer Analysis Competitor Analysis Current Brand Audit Touch Point Analysis
Brand Strategy Brand Promise Brand Personality Brand Position Market Position Value Proposition Brand Architecture
Brand Systems Conceptual Exploration Verbal Systems Visual Systems Creative Expression Digital Templates Printed Stationary Files Office Templates Additional Print Item Video Broadcasting Graphics Personification
Brand Management Branding Guidelines Event Guidelines
Advertising Guidelines Vehicle Graphics Environmental Graphics Signage Guidelines
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ALICE PETTEY BRANDING & STRATEGIC DESIGN, LLC Midlothian, Virginia 804.464.3925
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