What a concept. We think information is the foundation for creativity. The kind of creativity that sells, in any case. That’s why at FreeAssociates we view every step in solving your marketing problems as a meeting of the minds.
We’re a creative think tank where insight, empathy, imagination and intellect converge to produce informed and powerfully effective design and advertising. How do we do it? We bring together the right marketing and creative team for your project — experienced, inexhaustible, award-winning people who love to dissect problems and cut to the chase. We meet with you to gain insight into your business, customers, competition, goals, obstacles, and vision for the future. When you talk, we really listen. Then we gather more information and explore ideas until we have a sound and solid strategy, with incisive solutions that meet your objectives and get results. So turn the page. Let us show you a few examples of the companies we’ve worked for and the exciting things we’ve created for them.
Kenwood USA Competitive analysis Strategic creative direction Product naming Brand identity
Packaging Point-of-sale Exhibits Signage
Sales materials Press materials Training materials Promotional materials
Vehicle graphics
Repositioning an established player When we met them, Kenwood was already widely recognized in the world of consumer electronics. But to retailers and users, Kenwood was just another stereo company. Our job: differentiate the brand. A new strategy, “Music is Personal,” drove our solution, and positioned Kenwood in human rather than technological terms. We started with a 6,000 sf trade exhibit that helped them feel accessible, yet still innovative. Response was so overwhelmingly positive that the new exhibit spearheaded a complete revamping of the company’s marketing materials. In addition to creating many of those items ourselves, FreeAssociates acted as Kenwood’s strategic design consultant, working closely with their advertising agency, public relations firm, and other members of the marketing team. The results? A 20% increase in consumer brand awareness over the first two years, the launch of the most successful product line in the company’s history, and the founding of a whole new division that now accounts for a third of the company’s sales. FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
AbilityFirst Branding strategy Marketing analysis/planning Brand identity guidelines Advertising
Media planning Direct mail Collateral materials Outreach materials
Corporate communications Website Annual reports Magazine
Signage Vehicle graphics
Clarifying the brand for a non-profit Changing their name from the Crippled Children’s Society took a toll on AbilityFirst’s brand. Overnight, the nonprofit went from being one of the most-recognized charities in Los Angeles to one that nobody had heard of. We found that part of the problem was rampant inconsistency in the way their new brand had been implemented. Nothing matched. We developed a style guide, and a look and feel for their marketing communications that communicated the energy, warmth and humanity that characterize their work. Our involvement — and mutual trust — has deepened over time. We’re working closely with the CEO and key Board members to keep AbilityFirst on track, clarify their brand strategy and position them for growth in this difficult environment, while continuing to create well-targeted marketing tools.
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Senior Resource Group Competitive analysis Visual identity Brand identity guidelines Advertising
Media planning Direct mail Video Signage
Vehicle graphics Sales materials
500 Stevens Avenue Suite 100 Solana Beach, CA 92075 p 858.792.9300 f 858.314.1760
srgseniorliving.com
J.Wickliffe Peterson
Executive Vice President / CFO
500 Stevens Avenue • Suite 100 Solana Beach, CA • 92075 p d m f e
858.792.9300 858.314.1709 626.555.1212 858.314.1760 wpeterson@srg-llc.com
srgseniorliving.com
Smart marketing to upscale seniors Even the most elegant retirement living is a delicate subject. Certainly, many seniors know they need a little help with daily activities, and they worry about their health and security. But they’re very resistant to giving up their independence. Enticing seniors to sell their homes and move into a congregate living environment before they absolutely have to is quite a challenge. Senior Resource Group knew all that when they opened their doors in 1986 and hired us to develop their brands, create their advertising, and design their materials. For more than two decades, we’ve learned their business and grown with them as they have become one of the most respected companies in their industry. (continued) FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Senior Resource Group Competitive analysis Visual identity Brand identity guidelines Advertising
(continued) Since we began our relationship with Senior Resource Group, they have gone from a single retirement community to a national chain of beautiful, state-ofthe-art senior living centers that represent some of the most inviting choices in each of their markets. During that time we have created hundreds of marketing tools, from direct mail to videos, from signage to corporate identity, from employee communications to vehicle graphics. We’ve planned, placed and managed millions of dollars of media. And all along the way, we have kept their brand fresh, welcoming and on-strategy.
Media planning Direct mail Video Signage
Vehicle graphics Sales materials
Your comfort. our privilege.
W
Y
ou’ve been
e admit it. Everyone
at Senior Resource Group (SRG) is extremely proud to be celebrating two full
the center of
our attention for
20 Years.
decades of unwavering
commitment to senior living.
Creating distinctive and satisfying lifestyles for seniors continues to be our passion. In all that we do, we’re guided by our
dedication to Genuine Hospitality — our promise to make you the center of our
attention. When you select SRG, rest assured that exceptional service will be delivered by
5486 Calle Real, Santa Barbara
(805) 967-1965
caring people who feel it’s their personal
RCFE 425801038
responsibility to assure residents’ continued
well-being and quality of life. To us, Genuine Hospitality isn’t a job — it’s our privilege.
www.srgseniorliving.com
SETTING THE STANDARD FOR DISTINCTIVE RETIREMENT LIVING
A
ll of us at Senior Resource Group would like to
welcome you to our community. We create distinctive, service-enriched environments for people just like you. People who cherish their privacy, but revel in family and friends. Who enjoy their independence, secure with an occasional helping hand. Who look forward to a lifestyle as active or relaxed as they please. And who realize that no one ever placed an age limit on personal growth or expanded horizons. As you can tell, we’re proud of our communities. They’ve earned honors like one of America’s Fifty Best Retirement Communities. After all, our architecture is distinctive. Our services and amenities exhaustive. And our health and wellbeing programs nationally-acclaimed. But we are most proud of our residents — and the abundant, rewarding lives they share.
Join us.
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Mercedes-Benz Cup Market analysis Strategy development Visual identity Advertising
Packaging Point-of-sale Environmental graphics Press materials
Direct mail Event materials
New energy for a classic tournament Mercedes-Benz wanted to maximize their investment as the new title sponsor of a classic Los Angeles-based men’s USTA tournament. So FreeAssociates was asked to develop a sophisticated, but hard-hitting campaign. Our solution was to create a wild juxtaposition of champion tennis players’ features that creates a fifth face. It felt like action. Like challenge. And the look could be adjusted from year to year (or injury to injury) to allow for player changes while still maintaining a strong, ongoing identity. The campaign was extended to advertising, promotional tools, event materials, clothing and street banners. The striking image was instantly recognizable and drew a powerful, positive reaction from L.A. area fans. The tournament achieved record ticket sales and attendance, while the campaign showed both its adaptability and its effectiveness for seven successful seasons. When the sponsor changed again we continued to develop stellar campaigns for a total of thirteen fabulous tennis seasons.
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
BAI (Bank Administration Institute) Marketing strategy Brand identities Sales materials Event guides
Advertising Direct mail Web campaigns Signage
Video presentation concepts
Fresh ideas for a stale event BAI (the Bank Administration Institute) provides research and education to the nation’s banking industry. They hold workshops, seminars and forums, as well as monitor industry trends. Our first task was to revitalize BAI Retail Delivery, the world’s largest banking conference and expo. Over time, the event had become ho-hum, and attendance was falling. We wanted to inject life into the brand and give people a reason to attend. We used bright color and humor to pique bankers’ interest, then presented the content in a clear, easy to use format that became a standard for other BAI events. Response was powerful, and we went on to design annual campaigns to help carry the conference through the 2008 crash, and keep attendees engaged and involved. We also created campaigns for many other BAI events, including the invitation-only series “Mavericks in Banking” aimed at high-level executives who gather to explore cutting-edge technology and thought, and to shape the future of the industry. FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
KidsGive
Marketing strategy Visual identity Sales materials Brand style guide
Book design Packaging Point-of-sale Advertising
Trade exhibits / signage Website Video Apparel
Doing well by doing good KidsGive founders Laura Rangel and Lisa SteenProctor had a vision: help struggling families overseas and, at the same time, teach American kids the joy of giving. They designed a stunning collection of dolls called Karito Kids (“karito” means “caring” in Esperanto). Each represented a girl from a different country — China, Italy, Mexico, Kenya and the United States. KidsGive dressed them not in native costume, but in contemporary fashions to emphasize the cultures’ similarities as much as their differences. They commissioned exciting mystery adventure books from top children’s authors. Finally, they built a website that encouraged participation, rewarded caring, entertained, educated, and created a community of girls, all of whom wanted to give back to the world around them. We were lucky to get involved early and deeply, creating a brand identity, packaging, trade exhibits, website, point of purchase displays, promotional videos and trade advertising that helped catapult Karito Kids to the pinnacle of recognition in the toy industry. Karito Kids received over 20 major industry awards in their first 12 months on the market and expanded to domestic mass merchants and international distribution.
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Lambs & Ivy
Market analysis Project identity Packaging Advertising
Sales materials Trade show exhibit Direct mail
The infant bedding industry grows up in a competitive market. Shopping for baby couldn’t be sweeter.
Lambs & Ivy was beginning to feel the squeeze from their competition. Their high-end product line was sold in major department stores, boutiques, and specialty stores, where an aggressive young competitor had established a strong new brand.
Our research revealed an interesting position that none of the competitors had adopted: Lambs & Ivy could reflect and respond to the real experience of welcoming a new life into a family. Under that umbrella, we created ads and a catalog that showed products integrated into real-life moments between parents and newborns. That idea led to sustained growth and profitable ongoing relationships with the largest retailers in the country. Over the many years we’ve worked with them, Lambs &Ivy’s brand has continued to evolve. But at their core, they’re all about babies, and the joy that they bring to the world.
Telephone: (800) 345-2627 Fax: (310) 322-3802 • www.lambsivy.com • 2040-2042 E. Maple Avenue • El Segundo, CA 90245-5008
Bath items for baby in 100% cotton. Wrapped up like scrumptious treats ready for gifting. Now, that’s yummy.
Sold at speciality retailers and online at www.lambsivy.com 800-345-2627
“Cake Filling”
Gift
C A T A L O G
El Segundo, CA
2 0 0 8
©2008 Lambs & Ivy • El Segundo, California 90245 • 800.345.2627 • For more information on Lambs & Ivy products, visit us at www.lambsivy.com
Photo: Jane Dough
They needed a complete identity overhaul, including logos for their two major divisions, packaging, a catalog, advertising, a trade exhibit, and supporting direct mail and promotions.
Large Cake
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Revlon Run/Walk for Women Strategic development Visual identity Market analysis Advertising
Packaging Point-of-sale Exhibits / signage Event materials
Website Sponsorship materials Promotional items Apparel
Raising millions to cure women’s cancers Revlon Run/Walk for Women is an inspiring event that brings out the very best of both the East and the West Coasts. Created by The Entertainment Industry Foundation and organized by the Davis Group, it’s supported by dozens of great companies. By its fifth year, The Revlon Run/Walk had raised more than $1.5 million at the Los Angeles run, and over $700,000 at its New York counterpart. But the organizers knew that a fresh approach could help them do even more. FreeAssociates anchored the campaign with an image that captured the exhilaration and empowerment that characterize the event. Then we created every bit of supporting material, from posters and advertising, to in-store counter cards and t-shirts — a total of some 40 marketing tools, eventually including giant video displays. In our first year, we achieved a 60% overall increase in net contributions. The bicoastal event went on to raise well over $30 million for cancer research.
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Santa Monica High School (Samohi) Brand identity Publications Posters Advertising
Apparel Signage Email marketing Promotional materials
Creating a presence for an inspiring school Public schools need a strong presence in the community, but Santa Monica High School — renowned for its stellar music program and high level of academic achievement — was nearly invisible. Its entrances were a hodgepodge of concrete walls, chain-link fences and gray driveways. But with bold design, some paint, and the help of a team of volunteers, we transformed them, and magnified awareness of the campus. A new theatre director brought exciting musicals and challenging plays to the school. Getting the word out was a task we took on with enthusiasm, designing a series of campaigns that filled seats, generated revenue and helped revive interest in the theatre program among both the students and the surrounding community. Schools are underfunded these days, especially the arts. But with a little help from volunteers like us, those critical programs can remain strong.
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Outsource Partners International Brand identity Corporate style guide Marketing materials Event marketing
Advertising Exhibits / signage
Competing in a global economy OPI is a top finance and accounting outsourcing firm, with operations on three continents and an international clientele. Their target audience is primarily CFOs of major corporations. Their old website (as well as the rest of their marketing material) was dated, tired and failed to reflect the dynamic nature of their company. We revitalized their site, striking a balance between the high level of professionalism required when one company is trusting its most sensitive financial data to another — and the warm personal relationships that are necessary for insightful partnerships to develop. Using the immediacy of black & white photo journalism in a highly organized, clean structural grid, we added touches of bright color keep things lively and give users an aid to navigation, helping them stay oriented through a large and complex site. Reaction has been uniformly positive, and the company was just purchased by EXL. Glad we could help!
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Dataworks Product brand identity Packaging Sales material Corporate communcations
Artfully building a brand Dataworks develops, markets, implements and supports software solutions for nearly every level of the manufacturing supply chain—from small shops to international corporations. The company had recently acquired products that enabled them to expand to cover an even broader range of customers. Meanwhile, as they continued to grow, the look of their sales materials had been “acquired,” too—by several of their competitors. In order to give DataWorks a unique brand identity again, we helped them develop a comprehensive system of marketing materials using the work of award-winning illustrators. We gave each of five artists a product to interpret, then bound the system together with clear, consistent typography and well-organized information. We applied the new imagery to a full range of integrated marketing tools, including packaging, corporate communications, product literature, posters, and so on, and their agency incorporated it into trade advertising and other materials.
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Lee & Kaufman Brand identity Direct mail Signage
New year, new building, new look
Los Angeles Office 2300 Westwood Boulevard Second Floor
When the law firm of Lee & Kaufman took the plunge and moved to their own building, they knew it was time to make a change in their branding as well. They knew their identity should better reflect the energy and optimism of an up and coming practice, and they wanted to have a strong public presence on the building. Their architect recommended FreeAssociates. We redesigned their brand around a sense of cohesive organization that spoke to their professionalism, while using bold color in their mark to create impact and let their clients know this is not just another law firm.
Los Angeles California 90064 LLP
David K. Lee
Martin J. Kaufman
Attorney at Law
Attorney at Law
dkl@lklaw.net lklaw.net
e
mjk@lklaw.net lklaw.net
LLP
2300 Westwood Boulevard Second Floor Los Angeles, California 90064 213 239 9400 tel 213 239 9409 fax
Los Angeles Orange County
We announced the refreshed brand identity with a New Year’s mailing that showed off the building and their new logo, and positioned them for this exciting new phase of their business.
William G. Barrett
Michael DeFuria
Attorney at Law
Attorney at Law
wgb@lklaw.net lklaw.net LLP
Los Angeles Orange County
Los Angeles Orange County
2300 Westwood Boulevard Second Floor Los Angeles, California 90064 213 239 9400 tel 213 239 9409 fax
2300 Westwood Boulevard Second Floor Los Angeles, California 90064 213 239 9400 tel 213 239 9409 fax
Lee & Kaufman Lawyers md@lklaw.net lklaw.net
Los Angeles Orange County
2300 Westwood Boulevard Second Floor Los Angeles, California 90064 213 239 9400 tel 213 239 9409 fax
Mary Valdez Paralegal mvaldez@lklaw.net lklaw.net
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Share the love
Selecting a design firm or agency is a tough assignment. We hope we can make it a little easier by letting some of our clients tell you what they think about our work and our team. Here are just a few of their comments.
“I have hired FreeAssociates for three different companies– Memorex, Acqess Technologies, and NTI. [They] created highly effective and visually stunning marketing materials…In each
case, their take was based on the real needs of our audience and our company. Josh is great to work with. He’s smart and he listens.” “FreeAssociates’ initial work was so strong, and their understanding of the [Kenwood] brand and where we needed to move it so keen, that they soon became a critical branding partner for the company. In
Lisa Pia Hall Vice President, Sales & Marketing H2 Squared, Inc.
“They consistently challenged us and our primary sponsors to think about the Run/Walk in a new way, and presented us with exciting
fact, the firm’s work helped redefine and reposition our brand—significantly contributing to a 26% increase in brand awareness over the 5 years we worked together. Josh, and the work his company produces, are truly outstanding!”
choices for our annual campaigns... We truly enjoyed working with them, and we strongly recommend them to anyone who’s looking for a smart, creative, professional team to help them brand and promote their idea.”
Patrice Varni
Founder and President, The Davis Group
Vice President, Direct to Consumer Tempur-Pedic
Judy Davis
“Their work was insightful and creative, and meshed beautifully with our needs and our mission…Ultimately, Josh
[took] us through a fascinating process of brand development and definition over the course of several months. He helped us define and segment our audiences, and find the common threads that run through their relationships with AbilityFirst…Any company would be very lucky to work with FreeAssociates.“
Lori Gangemi President and CEO AbilityFirst
“Through the years Josh and his superlative team have invariably delivered exceptionally creative, upbeat corporate identity and project-specific marketing programs that take us out of the box and into the winners circle every time.”
“The great thing about Josh and his team is that ‘they get it’ — they understand our business goals and are able to create intelligent and one-of-a-kind campaigns that appeal to the emotional and business sides of our customers.”
Kim Baker Marketing Director BAI
“FreeAssociates is simply the best...They are an asset that
we have relied on for over 10 years and they have greatly helped to propel our company to an industry leader. They are reliable, on time, fairly priced, personable, and always provide a superb product that will offer your company many competitive advantages...[FreeAssociates offers] the consummate package that companies need in today’s global environment.”
Loren Bloch
Jay Cole
President Community Dynamics Inc.
CFO TDI Library Research
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Who else have we worked for?
From fortune-seekers to the Fortune 500. From real estate developers to the latest technologies. Events, health care, B2B. You name it. We’ve probably done it. Here’s a partial list:
AbilityFirst Aloha Airlines American Medical International Ameriflight Aqcess Technologies Arden Group Banking Administration Institute Belkin Components Carter Hawley Hale CBS Cedars-Sinai Medical Center The Christiana Companies Corporation for Public Broadcasting The Craft & Folk Art Museum Cushman & Wakefield Dames & Moore Danskin/Esmark Dataworks Deloitte Haskins & Sells Dr Pepper of Southern California Du Pont The Earth Technology Corporation Eldon Industries The Foothill Group
Forest City General Mills/Bowers & Ruddy General Motors The J. Paul Getty Trust Gruen Associates Hallmark The Jerde Partnership John Hancock Mutual Life IBM Isuzu JVC Musical Industries Kenwood U.S.A. KidsGive/Karito Kids Lambs & Ivy Levi Strauss Lexus Lowe Development Manhattan Life Insurance Mattel MediScript/Summit Health Mercedes-Benz Cup MGM Morgan Guaranty Bank Motel 6 NexCare Collaborative OPI Global Pacific Enterprises
PacTel Pereira Associates The Pritzker Prize for Architecture Resdel Industries Revlon Run/Walk for Women Salick Health Care Security Pacific National Bank Seika Corporation Senior Resource Group The JH Snyder Company Sony Music Southern California Gas Company Strathmore Paper Company Taco Bell Times Mirror Company Toshiba America Touche Ross Tower Hematology Oncology Trammell Crow Company The University of California at Los Angeles Virgin Games Warner Bros. Westfield, Inc.
FreeAssociates | brand design and marketing | 310 441 9950 | freeassoc.com
Want to learn more?
Visit our website or, better yet, give us call. Let’s see what opportunities we can create together.
brand design and marketing 2300 Westwood Boulevard Suite 105 Los Angeles California 90064 310 441 9950 freeassoc.com