Cases:
CL ARK + HUOT A retrospective of brand development, strategy and design.
C+H CASE:
1 PAVILION INVESTMENT HOUSE
ART MEETS SCIENCE
T H E C R A F T I N G O F A N I N T E R N AT I O N A L F I N A N C I A L S E R V I C E S P OW E R H O U S E
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Graphic Patterning Brand Development Pavilion Investment House
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Identity Brand Development Pavilion Investment House
Master Brand: Holding Company Pavilion Investment House Pavilion Investment House assembles under one roof the platform, products, talent and knowledge needed to properly balance the art and science of investing.
Sub-brand: Investment Management Division Harrow Partners Private Counsel Harrow Partners offers exclusive investment management services for individuals and institutions who seek the insight of experience supported by incisiveness.
Sub-brand: Private Equity Canterbury Park Private Equity Canterbury Park is a private equity firm targeting control-oriented buyout and expansion investment opportunities.
A
A
PAVILION INVESTMENT HOUSE ASSIGNED HOLDING CO. COLOR PALETTE
1A
HARROW PARTNERS ASSIGNED DIVISIONAL COLOR PALETTE
1B
PAVILION INVESTMENT HOUSE ASSIGNED DIVISIONAL COLOR PALETTE
2A
CANTERBURY PARK ASSIGNED DIVISIONAL COLOR PALETTE
2B
PAVILION INVESTMENT HOUSE ASSIGNED DIVISIONAL COLOR PALETTE
1A 1B
2A 2B
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Color Hierarchy Brand Development Pavilion Investment House
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Mood Board Brand Development Pavilion Investment House
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Stationery Program Brand Development Pavilion Investment House
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Corporate Philosophy Publication Brand Development Harrow Partners
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Websites Brand Development Pavilion Investment House
C+H CASE:
2 WINNIPEG AIRPORTS AUTHORITY
MOMENTS IN MOTION
REBRANDING AN I N T E R N AT I O N A L A I R P O R T
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Campaign Positioning WAA Rebranding Initiative WAA
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Brand Application WAA Rebranding Initiative WAA
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Outdoor Campaign WAA Community Brand Launch WAA
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Airport Entry Sign WAA Rebranding Initiative WAA
PM 296
PM 292
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Color Swatch Grid WAA Rebranding Initiative WAA
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Theme & Positioning WAA Rebranding Initiative WAA
A Moving Experience
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Branded Imagery WAA Airport Brand Campaign WAA
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Terminal Wall Graphic WAA Rebranding Initiative WAA
Moments in Motion.
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Tagline Graphic WAA Rebranding Initiative WAA
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Ad Templates WAA Rebranding Initiative WAA
Wide Open.
Forward Thinking.
Building a New Airport Means Investing in the Community of Tomorrow.
Building a New Airport Means Investing in the Community of Tomorrow.
Airports are more than just a place to move people and products. They reflect the social, cultural and economic spirit of the community we serve. From now until 2010, Winnipeg James Armstrong Richardson International Airport will be transformed, not only in the physical sense, but also in the way we serve our community.
Winnipeg Airports Authority is a community-based, non-share capital corporation that operates, manages, maintains and invests in your community airport, Winnipeg James Armstrong Richardson International Airport. Control of the airport was transferred from the federal government to WAA on January 1, 1997.
The airport redevelopment will be adaptable to changing markets, regulatory and security environments. We do our best to fulfill these requirements today-our redevelopment will ensure we meet our customer, carrier and tenant needs well into the future.”
WAA’s Vision
We are interested in your comments regarding Airport Site Redevelopment.
With our community, we provide excellent airport services and facilities in a fiscally prudent manner.
To lead transportation innovation and growth. WAA’s Mission
WAA’s Values • Respect • Integrity • Service Excellence
For more information, Call 204.987.9869
Community.
Community.
Just Imagine.
Moving Communities.
Building a New Airport Means Investing in the Community of Tomorrow.
Building a New Airport Means Investing in the Community of Tomorrow.
As a partner with the community, WAA has committed to the principles of sustainable development. Our objective is to minimize impacts on the environment from daily operations and development through continuous improvement of environmental performance in a manner consistent with WAA’s overall missions and goals. As a partner with the community, WAA has committed to the principles of sustainable development. Our objective is to minimize impacts on the environment from daily operations and development through continuous improvement of environmental performance in a manner consistent with WAA’s overall missions and goals.
Community.
For more information, please contact: Email: reception@waa.ca Mailing Address Michael Rodyniuk Senior Vice President Room 249 , 2000 Wellington Avenue Winnipeg, Manitoba, Canada R3H 1C2
Airports are more than just a place to move people and products. They reflect the social, cultural and economic spirit of the community we serve. From now until 2010, Winnipeg James Armstrong Richardson International Airport will be transformed, not only in the physical sense, but also in the way we serve our community. The airport redevelopment will be adaptable to changing markets, regulatory and security environments. We do our best to fulfill these requirements today-our redevelopment will ensure we meet our customer, carrier and tenant needs well into the future. We are interested in your comments regarding Airport Site Redevelopment.
Community.
Strategic Directions Enhance customer service and value. We will understand our customer needs and assure value through measurements relevant to them. Deliver and operate excellent facilities and services. We will deliver safe, secure and environmentally sound facilities and services incorporating universal design principles. Expand air service to and from Winnipeg. To improve Manitoba’s link to the world, we will build on our 24 hour access and our intermodal connectivity. Be an effective community partner. We will be a source of pride for our community and a leader in its growth and development. Develop and realize employee potential. Our team attracts and inspires excellence. We have engaged employees, with the right skills, in the right place at the right time. Develop new revenue streams. Through business development initiatives, we will seek opportunities that will enhance and diversify our revenue streams.
For more information, please contact: Email: reception@waa.ca Mailing Address Michael Rodyniuk Senior Vice President Room 249 , 2000 Wellington Avenue Winnipeg, Manitoba, Canada R3H 1C2
Work: Project: Client:
James 2010 Blog WAA Rebranding Initiative WAA
C+H CASE:
3 TETREM CAPITAL MANAGEMENT
LOOKING LIKE A TRILLION BUCKS
B R A N D I N G T H E FAC E O F A N E X C L U S I V E M O N E Y M A N AG E M E N T C O M PA N Y
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Internal Brand Naming & Brand Development Tetrem Capital Management
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Internal Brand / Stationery Program Naming & Brand Development Tetrem Capital Management
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Signage / Stationery Program Naming & Brand Development Tetrem Capital Management
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Graphic Patterning Naming & Brand Development Tetrem Capital Management
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Conceptual Pencils Naming & Brand Development Tetrem Capital Management
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Identity Naming & Brand Development Tetrem Capital Management
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Typographic Exploration Naming & Brand Development Tetrem Capital Management
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Design Exploration Naming & Brand Development Tetrem Capital Management
C+H CASE:
4 UNITED WAY
CAUSE & EFFECT T H E U S E O F S T O RY T E L L I N G I N REBUILDING AND RESHAPING ONE OF A M E R I C A’ S M O S T R E S P E C T E D B R A N D S
THIS WAY
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Brand Positioning United Way Rebranding Initiative United Way
THIS WAY TO HOPE Take a look around and ask yourself if what you see is a true reflection of your community. To better understand this notion, we believe in a way of learning based on people telling their stories - people of all ages and from all walks of life. By looking at our communities from the perspective of storytelling, we as an organization can learn more about how to help and honor those in need.
A DYNAMIC PERSPECTIVE ON THE NOTION OF COMMUNITY GOES BEYOND BLACK & WHITE.
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angry frightened
Brand Attribute Matrix United Way Rebranding Initiative United Way
friend live
weak
healthy
slow
soft
impersonal dishonest fickle pessimistic skeptical hate difficult forget
always beautiful happy answers remember sweet knowledge honest
cry
care
apathy
easy
take
give
rough
fast
bitter
love
questions
hopeful
ugly
strong
sick
courageous
bully
laugh
enemy
idealist
never
intimate
die
loyal
INGRID
Work: Project: Client:
Testimonial Storytelling United Way Annual Report United Way
VIC & BETTY
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Testimonial Storytelling United Way Annual Report United Way
100% OF ALL MONEY RAISED THROUGH OUR VARIOUS FUNDRAISING & CAMPAIGN INITIATIVES GOES BACK INTO THE COMMUNITY.
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Broadsheet Format (cover & spreads) United Way Annual Report United Way
THIS WAY
OUR WAY
OUR STORY
HOPE
100%
TRINA & SHAE
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Image Library United Way Annual Report United Way
100%
MY STORY
MY STORY
VIC & BETTY
WE ALL HAVE A STORY TO TELL.
100%
GOES BACK INTO OUR COMMUNITY
MAX
C+H CASE:
5 HARPER COLLINS PUBLISHERS
EXTENDING THE REAC H OF AN AMERICAN CLASSIC T H E D E S I G N A N D D E V E LO P M E N T OF HARPER COLLINS PUBLISHERS’ L ARGE PRINT BRAND
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Design Motifs / Graphic Elements Harper Collins Imprint Branding Harper Collins Publishers
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Publication Imprint Design Harper Collins Imprint Branding Harper Collins Publishers
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Visual Mood & Concept Harper Collins Imprint Branding Harper Collins Publishers
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Visual Mood & Concept Harper Collins Imprint Branding Harper Collins Publishers
How can we inspire large print readers while converting non-readers to interact with Harper Collins’ Luxe brand? Harper Luxe large print will reach an existing market of approximately 22.1 million vision-impaired readers including the rapidly increasing Baby Boomer generation. Harper Luxe will be positioned as a refined, more sophisticated large print format to engage new target profiles. What overall look and feel do we want? How shall we communicate? What ‘voice’ will we use? How will the design influence the purchase decision?
C+H CASE:
6 PAYWORKS
INVENTING THE FUTURE A 3 6 0 D E G R E E A P P R OAC H T O R E B R A N D I N G T H E C O U N T RY ’ S FA S T E S T - G R OW I N G PAY R O L L A N D H R O U T S O U R C I N G C O M PA N Y
this is how we work.
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Internal Brand Poster Rebranding Initiative Payworks
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Identity Rebranding Initiative Payworks
this is how we work.
Payworks is a Canadian company truly national in scope. We issue more than,2.3 million secure payments annually, but always have the time and dedicated personnel to handle our clients’ specific needs. When you choose Payworks, a dedicated Account Representative will be assigned to your payroll portfolio. Your representative will work with you and your Canadian business to develop and maintain online solutions to fit your specific employee payroll and HR outsourcing requirements. Although our payroll software products are reliable and easy to use. If a problem does arise, you can feel confident calling Payworks customer care. Our knowledgeable staff will make sure you and your company payroll are back on track in no time. Perfect personal service is what we are known for. Call us and understand why.
Payroll Solutions
Work: Project: Client:
Internal Brand Posters Rebranding Initiative Payworks
this is how we work.
Payworks is a Canadian company truly national in scope. We issue more than,2.3 million secure payments annually, but always have the time and dedicated personnel to handle our clients’ specific needs. When you choose Payworks, a dedicated Account Representative will be assigned to your payroll portfolio. Your representative will work with you and your Canadian business to develop and maintain online solutions to fit your specific employee payroll and HR outsourcing requirements. Although our payroll software products are reliable and easy to use. If a problem does arise, you can feel confident calling Payworks customer care. Our knowledgeable staff will make sure you and your company payroll are back on track in no time. Perfect personal service is what we are known for. Call us and understand why.
HR Solutions
Hello. Not goodbye.
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Taglines Rebranding Initiative Payworks
Today. Not tomorrow.
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Web Interface Concept Rebranding Initiative Payworks
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Webisode Stills Rebranding Initiative Payworks
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Office Signage Rebranding Initiative Payworks
C+H CASE:
7 UNIVERSITY of MANITOBA
LO O K I N G F O RWA R D B U I L D I N G A P R E S T I G E B R A N D T O L E V E R AG E T H E R E P U TAT I O N O F A T O P - T I E R U N I V E R S I T Y
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Central Icon Rebranding Initiative U of M
Founded in 1877, U of M has a rich history of academic and research excellence, placing it among the best universities in the world. A focus on the central crest icon creates an environment of esteem within the university setting.
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Crest Application Rebranding Initiative U of M
U of M’s capital campaign raised in excess of $250 million for a campus-wide infrastructure renewal program. Support for the brand was universal among students, alumni and the corporate world.
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Crest Application Rebranding Initiative U of M
REACHING FORWARD
Sport is an important component of U of M student life. The university has a well developed athletics program.
STRIVING FOR EXCELLENCE
A symbol of the university’s prominence is its athletic program. Students come from far and wide to partake in its winning formula of rigorous training and academic pursuit.
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Athletic Character Rebranding Initiative U of M
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Brand Character Rebranding Initiative U of M
Campus
Life
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Comprehensive Identity Rebranding Initiative U of M
IDENTITY OVERVIEW General Overview of Institutional Identity Application
APPLICATION TOUCHPOINTS Apparel Programs
APPLICATION TOUCHPOINTS Vehicle Livery
COLOR PALETTE Institutional Color Program
LOGO MARK Full Color Version/Vertical
LOGO MARK Full Color Version/Horizontal One Color PMS 130 Version/Horizontal
COLOR INSPIRATION Local cues from nature & geography drive the direction for an authentic & branded color palette
IMAGERY Image Samples
PM129 PM130 PM1505 PM811 PM1545 PM Cool Gray 6 White PM299 PM281 IMAGE TREATMENT Monotone Application One Color: Black
1. 2. FONT: FONT: Minion Pro KO Minion Pro
One Color: PM129
3. FONT: Helvetica Neue KO
LOGO MARK One Color Black Version
One Color: PM1505
4. 5. FONT: FONT: Helvetica Neue Minion Pro Italic KO
6. FONT: Minion Pro SmBd
Headline/Body Headline/Body Headline/Body Headline/Body Fine Print/Legal Headline/ Subhead Subhead Subhead
7. FONT: Rounded Stencil EF B
8. FONT: Helvetica Neue Bold Cond
Headline/Body/ Headline Subhead
ICONOGRAPHY Crest as Patterning in Repetition
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Work: Project: Client:
Website Application Rebranding Initiative U of M
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Brand Mood Rebranding Initiative U of M
windchill factor
HEART, MIND & SOUL
U
silver frost
excellence
autumn pageant
prairie fire
iconic motifs
autumn
sky
winter
personality
NOTES
Š 2009 Clark + Huot. All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical (including photocopying, recording or information storage and retrieval) without permission in writing from the publishers. clarkhuot.com