id29 workbook

We are id29, an exceptional creative agency. h e llo.

w e ’ d l i k e t o w o r k w i t h yo u .

C a n w e ta l k ?

Hello.

We are id29, an exceptional creative agency.

This is our story, a glimpse at some of our work.

At the core, it’s a story of solving difficult business challenges by transforming brands and marketing communications into strategic assets. It’s about wielding insight, powerful design, spot-on creative and intelligent execution to increase marketing ROI. It’s about making people want your stuff.

This is what we do.

We’d like to help you tell your story.

We’d like to be your creative agency.

What We Do DESIGN & DEVELOPMENT

STRATEGY

Brand Identity

Brand

Print Digital Digital Social Collateral Content Packaging Product Line Point-of-Sale Broadcast Video Web Apps Exhibition Design E-commerce

WORKBOOK

Lifestyle, Cycling & Outdoor Gear Marketing It’s no revelation that effective brand development and both traditional and digital marketing communications require a deep understanding of one’s core audience.

As cyclists, golfers, outdoor fanatics, anglers, skiers and snowboarders, we know that audience because we are that audience.

It’s more than our job. It’s an integral part of us as individuals and our culture. We surround ourselves with like-minded outdoor and sport-oriented enthusiasts; we speak the language, know the products, share the same desires and know what makes them tick. Most importantly, we know how to craft authentic stories that resonate with this audience. Of course, it’s also important that we hire some of the most brilliant creatives and strategists around.

B2B Marketing Our business-to-business expertise is fueled by years of work with multi-billion dollar internationals as well as mid-sized regionals and small entrepreneurs, all of whom need to connect with customers and clients in the most memorable and compelling way possible. Typically, our B2B relationships begin when a client recognizes that their corporate or product brands aren’t working as hard as they should be; or when their marketing communications need to be revitalized, refreshed and improved. Some people don’t believe that emotion plays a role in B2B marketing—that it’s a solely mechanical, robotic process. We couldn’t disagree more. All buyers need to align with a product, service or company in some way on an emotional level. We believe that a compelling story, superb design and creative, and intelligent marketing communications are essential to making that happen.

How We Work Regardless of how much we know about your target segments, best practices, common knowledge, and prevailing wisdom, we know that each client is unique. There is no cookie-cutter, widget-factory roadmap to success. We engage, dig deep, and live the unique details of your business. We ask for your courage, honesty, participation and partnership. We listen, research, challenge assumptions, collaborate, invent, create, and transform sparks into powerful brand and marketing assets that resonate, impact, shine and move people.

category Outdoor Gear responsibilities Brand Strategy

Video

Print

Web

Digital

Apps

Collateral

Exhibition Design

Product & Packaging

E-commerce

Point-of-Sale

Photography

PUMA So, how does a relatively small, stealthy creative agency in Upstate, NY become one of only a handful of agencies for a €3.3 billion, global-leader of sportslifestyle products? It’s simple. We happened to meet PUMA’s global CMO. We placed in his hands our shamelessly self-promotional books, How to Be a Better Client and Slay the Scary Monsters. A week after that, he tells us that he loves our work, our approach and our attitude; and that he has a “project” for us. Two meetings later, we begin a multi-year, epic journey with PUMA. During that time, we’ve helped PUMA drive the growth of their golf division worldwide, despite the fact that it is operating within a category that has experienced little to no growth overall. In this partnership our New York and California teams have traveled the world and done it all: Integrated campaigns; video; point-of-sale; promotions; print; digital; collateral; exhibition design and more.

Yeah, we like that definition of “project.”

WORKBOOK

Point-of-sale and print campaigns

We’ve done it all for PUMA: integrated campaigns; video; point-of-sale; promotions; print; digital; collateral; exhibition design and more.

Product video with Ian Poulter

WORKBOOK

E-commerce design

pumagolf.com

Apparel and footwear campaigns

pumagolf.com

category Cycling responsibilities Brand Strategy Brand Identity Print Digital Product & Packaging Web Softgoods

Firefly Bicycles To say that Firefly’s Tyler Evans, Jamie Medeiros and Kevin Wolfson are probably the nicest people in the bike world is not a stretch.

We had first met Tyler soon after the arrival of the new millennium at Interbike in Vegas—hoping to work with him and the company at which he then worked. Alas, the stars didn’t align, yet we kept in touch—knowing that our paths would eventually cross and magic would happen.

In late 2010, just after we had sent our new book— Slay the Scary Monsters—Tyler gave us a shout and said he wanted to talk. There was an intriguing secrecy and vagueness about his request, so we headed out to Beantown for a meeting. As the evening unfolded— and the contents of several bottles of tasty Belgian ales evaporated—Tyler, Jamie and Kevin revealed that they were starting their own company and that they’d like id29 to be involved from day one. Firefly Bicycles would be the name and they were well aware of the need for absolutely brilliant brand and communication design from day one. Of course, we were all in.

There was never any question about the quality of our bikes—we can make the best bike frames in the world. However, we knew that the Firefly story had to be articulated well and we needed to make sure that the quality of our brand design and marketing was commensurate with our bikes. We’ve known id29 for quite a while. We’ve always loved their work. They were delighted to be involved right from the moment Firefly was born. — Tyler Evans, Lead

Firefly officially launched February of 2011. They’ve created a huge buzz in the increasingly competitive, handmade bicycle category—a space in which complete bikes often sell for $10,000 or more. We’re looking forward to a long partnership with Tyler, Jamie and Kevin.

May the wind always be at their backs, their wheels true and their road rash free from flesh-eating microbes.

WORKBOOK

category Outdoor Gear responsibilities Brand Strategy

Broadcast

Brand Identity

Video

Print

Web

Digital

Apps

Collateral

Exhibition Design

Packaging

E-commerce

Point-of-Sale

Photography

Product Naming

Cobra Golf Cobra Golf asked id29 to help them reposition and relaunch their brand in 2011. We’ve been their agency of record ever since.

The golf category is stagnant at best. Consumer participation and purchases have slowed. In most countries, the pie isn’t getting any larger, so market share gains must be taken from competitors. Cobra knows that differentiation and a certain “freshness” are required. They simply can’t afford to be just another golf club manufacturer.

For the past two and a half years, we’ve helped them define who they are. We’ve helped them put stakes in the ground so that they have clear brand guideposts internally. We’ve helped shape and create the brand’s character at every touchpoint so that their target segments can easily identity with them. We do all of their brand and marketing communications—from the most trivial product sticker, to international, integrated campaigns for each of their core products. We’re happy to say that our partnership with Cobra has coincided with solid growth.

TV spots for product campaign

WORKBOOK

Print collateral and point-of-sale

Cobra Golf asked id29 to help them reposition and relaunch their brand in 2011.

We’ve been their agency of record ever since.

Short video series with John O’Hurley

WORKBOOK

Product campaign with Rickie Fowler

Website and E-commerce design

category Cycling responsibilities Brand Strategy Print Digital Collateral Point-of-Sale

DT Swiss Kenny Roberts (former marketing guru at DT Swiss, all around great guy and now owner of Radsport USA) was on a mission to bring life to DT Swiss’ brand.

He was bent on transforming the overly dry, technical and scientific character of DT Swiss’ marketing communications into something with more life, more humanity and more emotion.

Exhibition Design Photography

WORKBOOK

Over the course of three years, we helped DT Swiss meet that objective. Kenny’s instincts were right: Our research indicated that consumers felt that the brand was cold, sterile and hard to identify with. The integrated campaign work we did for them introduced a company that—while still serious about advanced tech—was much more fun, approachable and human than it had been in the past.

category Cycling responsibilities Brand Strategy Brand Identity Print Digital Collateral Point-of-Sale Exhibition Design Photography Product Naming

Litespeed Bicycles After several years of relative silence, Litespeed hired id29 to help them reestablish their well-earned foothold in the high-end bicycle market. We developed an overarching brand and creative strategy, new brand identity, tagline, website, product naming, bike graphics and a whole new attitude.

WORKBOOK

Merlin Metalworks

category Cycling

Merlin Metalworks began making titanium bicycles in 1986 in Cambridge, MA. They were innovators, pioneers and visionaries, meticulously crafting some of the world’s finest bikes. After several management changes, Merlin found a new home at American Bicycle Group (ABG) and operations were moved to Chattanooga, TN.

responsibilities Brand Strategy Brand Identity Print Web

but Merlin’s people continued to have a fierce belief in the high quality and integrity of their bikes. Our work for Merlin happens to be some of the best design and creative we’ve ever done. We’re proud of it.

The client loved it. The marketplace responded well.

Sometimes, it’s that simple.

ABG invited us to lead a number of strategic and brand discovery work sessions. Soon after, we began work on a brand refresh that harkened back to Merlin’s roots as a small but highly regarded frame builder. The reality?

Merlin was still small. They still carefully handcrafted each frame. Sure, they were now part of a larger company,

mark

They’ve long been the

true bike-making craftsmanship and

pre cision, they’re just one sign

of the quality of our bikes.

For over

There are

of them

 years,

We have been synonymous with impeccable framebuilding on this bike.

and

the world’s

fin est bik es.

WORKBOOK

h a n d sa r e

good.

They’re nice

if yo u n e e d tholdon t o

(actual hands)

o

u se a st e e r i n g

wheel,

all this,

r

n

brag

to ot but

we

get hands often

handlebars

wear gloves or zippe

looked. ve r

have some of the finest hands in the

None are as skilled at titanium crafting as ours.

world.

a reason wh y so many people applaud us T hf orere’s making th e f inest bikes in th e world.

your

Isn ’t it time you got your h an s on a Merl in ?

large bikemakers make more than that within the first

Many

few minutes of every day.

Good for them, but maybe

not so good for you

(

especially if you value quality, impeccable craftsmanship and a ride worthy of legend).

Would you rather be

t h o us an We’re kind of small as a matter

we only build 4 f rames every day. of fact,

ds

category Outdoor Gear responsibilities Brand Strategy Brand Identity Print Digital Collateral Point-of-Sale Video Web Exhibition Design

Ferrari Golf Collection Ferrari S.p.A. has rather stringent ideas about how their brand is articulated, and rightly so. They understand the power of a luxury brand and the high standards that need to be met in order to maintain its integrity. id29 has created the brand identity and all marketing communications—print, digital, video, point-of-sale and collateral—for this super luxury brand from its inception in 2012.

We’ve spent time in the Italian countryside visiting small shoe factories to understand, document and articulate the old world craftsmanship that’s essential to making the brand’s exceptional shoes. We’ve chased down Fernando Alonso and Felipe Massa on the F1 circuit in Spain to bring their involvement to-life. Most importantly, we’ve helped shape a brand and brand assets that are commensurate with the super high quality of the products.

Brand and product photography

Brand video WORKBOOK

Website design, collateral design and product photography

category Cycling responsibilities Brand Strategy Digital Strategy Brand Identity Print Digital Collateral Product & Packaging Point-of-Sale Product Naming Photography

Stan’s NoTubes Over the past ten years, we’ve done quite a bit of solid work in the cycling industry. So, it was not a huge surprise that Stan’s NoTubes contacted us in 2012 and signed up for a bit of id29 magic. We’re now their agency of record—helping them present a bold, more confident, more credible face. Not only have we greatly enhanced their visual brand, we’ve created a powerful, textual voice—a voice that speaks with the confidence of the category leader that they are. It’s great to be working with such an awesome group of cycling-crazed people.

Print and digital campaign

WORKBOOK

Not only have we greatly enhanced Stan’s visual brand, we’ve created a powerful, textual voice— a voice that speaks with the confidence of the category leader that they are.

MOUNTAIN WHEELS

ZTR RACE WHEELS // Our line of Race Wheels—Podium MMX, Podium 27.5 and Race Gold 29er—have quickly become the weapon of choice for World Cup, regional and local XC racers around the globe.

They climb better, corner faster, accelerate quicker and offer the most advanced tubeless technology available—everything you need to get you that KOM, PR or podium position you’ve been training so hard to achieve.

Feature for feature, dollar for dollar, no other XC race wheel stands up to our Race Wheels.

FEATURES • Designed for XC Racing • Bead Socket Technology rims are wider and lower than conventional rims, increasing the tire volume for less rolling resistance, better traction and a faster cornering • Less sidewall also means less rotational weight where it matters most • 3.30Ti hub with stainless steel bearings, three pawls and our titanium 30-tooth ratchet ring for instant acceleration

• Super light carbon lever skewers • Easy conversion to fit all popular axle systems and nearly every frame and fork • Covered by our satisfaction-guaranteed warranty/crash replacement plan

“Light + fast = Stan’s NoTubes ZTR Race Gold 29er wheelset!”

WHEELSETS WHEELSET

SIZE (IN)

HOLE #

HUBS

SPOKES

NIPPLES

WEIGHT (G)

Podium MMX

26

32/32

Stan’s 3.30 Disc Ti

DT Revolution Black

DT Red Alloy

1,275

Podium 27.5

27.5

32/32

Stan’s 3.30 Disc Ti

DT Revolution Black

DT Red Alloy

1,335

Race Gold 29er

29

32/32

Stan’s 3.30 Disc Ti

DT Revolution Black

DT Red Alloy

1,390

— MAREK KONWA // BRENTJENS

MOUNTAIN BIKE RACING TEAM,

POLISH NATIONAL CHAMPION

Wheelsets include Stan’s NoTubes tape and lightweight alloy valve stems for tubeless use. Front hubs include quick release and 15mm end caps. Lefty and single speed versions of race wheels are available.

Stan’s NoTubes 2014 Product Line

WORKBOOK

11

2014 Product Line

202 Daniel Zenker Drive, Big Flats, NY 14814 (607) 562-2877 sales@notubes.com www.notubes.com

HANDS-ON // ThaT’s how we Roll Ironically, we reside in a little place called Big Flats, NY where we have a great diversity of mountain and road riding and a group of some of the most talented bike people in the world.

We’re in the middle of nowhere and we like it that way—it enables us to think freely and focus on engineering and crafting the most absurdly exceptional bike products available.

Most of our stock wheels are built right here in New York, where our team of wheelbuilders makes sure each wheel is properly prepped, checked for tension shifts during lacing and initial build, and finished with the care and attention that only a professional wheelbuilder can offer.

Our facility hums with mad-genius, norms-bedamned energy and a helluva lot of pride in our work. We know that a lot is riding on the work of our skilled hands, and we can’t thank you enough for being a part of what we do.

9

On set with Colonel Steve Austin

WORKBOOK

Business casual Research in London

category Publishing responsibilities Print Digital

Harry Potter & the Deathly Hallows You may have heard of Harry Potter. The final installment of the Harry Potter series—and one of the most highly anticipated books of all time—was driven by id29. It’s a good story, please bear with us for the abridged version:

Collateral Point-of-Sale Exhibition Design Video Web

In 2006, Scholastic’s creative director—who had been the recipient of our irresistible propaganda like the piece that you’re now reading—contacted us. He requested a meeting and basically said “Look, I don’t have a project for you right now—and I have about 50 people who do what you guys do, but I love your work and I want to work with you at some point.” Fair enough. We’re in NYC quite frequently, so we met with him several times during late 2006. Still no project, no work. Did we get discouraged? Negative.

In early 2007, Scholastic’s creative director calls and asks if we can be in NYC the following day. Speaking in an unusually hushed tone, he reveals that he has a big project that we might be interested in. He mentions a 7th book, something about a boy wizard with glasses, the importance of absolute secrecy and rather large expectations.

WORKBOOK

We show up at Scholastic’s HQ the next day at 11am.

Top management is there, as is their rather serious legal counsel. They explain that they need some extra special secret sauce to fuel the integrated campaign for the final Harry Potter book, and ask if we would like to be part of a paid project to provide creative and non-traditional media strategy. They also reveal that we’re up against four of the world’s largest, most capable agencies.

Oh, and we have 1.5 weeks to impress them.

A week and a half later, we show up at Scholastic once again. We walk them through our work, our strategy and our vision. We leave knowing that our work is up against agencies with virtually unlimited resources and fame compared to ours.

Less than 24 hours later, we get the call. We got the job.

For nearly seven months we worked in absolutely complete secrecy. A handful of weeks prior to the launch of the book, our work, our creative, our design and our vision became manifest—in front of millions of people, adding to the frenzy and driving awareness and purchase of one of the biggest books in publishing history.

category Beer, Wine & Spirits responsibilities Brand Strategy Product Line Strategy Brand Identity Print Digital Collateral Product & Packaging Point-of-Sale Web Signage & Exhibition Design

Brown’s Brewing Co. Garry Brown, then owner of a small but seriously capable brewpub in Upstate, NY called Troy Pub and Uncle Sam Brewery, came to us in early 2004. His objective: To go regional and, eventually national with his fine ales and lagers. Garry knew that his existing brand and articulation of his story weren’t up to the task. He knew that his presentation and image not only needed to reflect the quality of his products and ideals, but also needed to stand out amongst the overly-crowded shelves of craft beerdom.

We embarked upon several weeks of brand strategy development, research and creative development. We renamed his company, fixed his brand architecture and developed the foundational brand, identity and creative assets that Garry is now successfully using to bring his tasty elixirs to-market.

Since 2004, the craft beer market has doubled in size.

Solid branding and design is more important than ever in this fiercely competitive and still growing segment.

From where we sit, Brown’s is well set for long-term success and it truly couldn’t happen to a nicer, harder working guy.

WORKBOOK

Brand research in London, U.K.

category B2B responsibilities Brand Strategy Brand Identity Digital Video Web Exhibition Design

Merit Where do colleges turn if they want a turnkey, measurable and super powerful digital marketing solution? Merit, of course. Where does Merit turn for powerful brand identity, brand assets, web design and marketing communications?

Well, us.

Merit’s value proposition is simply incredible. They know it, and so do the hundreds of colleges and universities that are actively using Merit. There’s nothing like it and, while it’s relatively new, it’s already proven. However, the concept of Merit can be difficult to understand. In order to more clearly articulate who they are and just how powerful Merit’s solution is, we created a simple visual vocabulary, website and short video to introduce higher-ed and students’ parents to the power of Merit. The introductory phase of Merit’s launch is behind us and they’re killing it. We’re now working with them to further their plans for world domination.

WORKBOOK

Merit product capabilities video

category Beer, Wine & Spirits responsibilities Brand Strategy Product Line Brand Identity Print Product & Packaging Point-of-Sale Web

Albany Distilling Co. Matt and John—the owners of Albany Distilling Company—approached id29 prior to launching in 2012.

They know how essential brand articulation, product design and credibility are in the craft distillery category; especially when you’re battling the world’s most celebrated brands and have limited marketing dollars.

We jumped at the chance to provide some assistance to a local startup bent on doing great things. We’ve been working with them since.

Photography Softgoods

WORKBOOK

Craft distilleries are growing as a percentage of overall spirits sales; and they’re not doing it by undercutting the prices of ubiquitous brands. They’re charging a premium, and that requires giving target customers a real reason to believe in them, their story and their products. It requires creating an emotional connection that compels trial, purchase and loyalty. Of course, a great product is critical; but this is where exceptional design and articulation really become strategic assets.

made in Albany NY

Coal Yard Distillers Series new make whiskey

Ironweed aged whiskey

Quackenbush Still House rum

albanydistilling.com

category Beer, Wine & Spirits responsibilities Brand Strategy Brand Identity Print Product & Packaging Point-of-Sale Softgoods

C.H. Evans Brewing Co. Neil Evans’ family has a rich heritage of brewing.

Their original brewery in Hudson, NY was built in 1786.

The brewery’s ales were enjoyed in the Northeast U.S. as well as England and France. So, when Neil asked us to re-imagine his brewery and product brands, we approached the project with great care. While many of today’s craft brewery brands are extremely progressive, this was not the time to introduce whacky irreverence into the C.H. Evans brand. We used the original and existing Evans brand assets as a base.

From those assets, we pulled the most beautiful, most relevant components and logically refined, updated and enhanced them.

The new brand assets that we developed for C.H. Evans are certainly contemporary but they’re also extremely respectful of the brewery’s history. When a craft brewery’s brand assets make you thirsty (and scientific research shows that these do), you know they’re good.

WORKBOOK

category Online Content Provider responsibilities Brand Strategy Brand Identity Digital Web

College Factual You’re a high school student and you’re faced with perhaps the most crucial, life-defining and expensive decision that you’ll ever make. No pressure, right? Wrong.

Choosing the “right” college is an absurdly daunting and scary task. Enter College Factual: the slayer of scary; the provider of easy; the revolutionary purveyor of real, honest, factual, data-driven insights and rankings that allows students to explore and choose colleges based on cost, fit, quality and value.

Brand identity and website design are College Factual’s two most important assets (other than the service they provide). They had to be human, approachable, trustworthy, easy to understand, confident and credible.

Mission accomplished.

category B2B responsibilities Brand Strategy Brand Identity Print Digital

LinguaLinx & GlobalScript LinguaLinx is a world leader in translation services and global marketing. They asked id29 to help rebrand the company and introduce GlobalScript—a global content strategy division that’s essential to their strategic objectives. So, we embarked on a comprehensive brand strategy and brand expression journey.

Collateral Web Exhibition Design

WORKBOOK

Fully understanding, challenging and articulating the strategic objectives and all internal and external forces of both LinguaLinx and GlobalScript was the first critical step. Then came understanding the way in which the relationship between LinguaLinx and GlobalScript brands needed to be communicated to the target segments (i.e., the brand architecture). After that, we defined positioning and brand promise for both brands before beginning work on the sexy part: Developing an incredible look, feel and textual articulation of the brands.

Visually, we created a powerful dynamic and consistency between the two brands yet each stands strongly on its own. From a messaging standpoint, we articulated their value proposition in a clear, concise, confident and compelling manner. After more than a decade in business, there are eight words that we’re perhaps most proud of. High atop that list would be the five words that were largely responsible for getting the Harry Potter gig; There Will Soon Be 7. A close second would be There Starts Here, the three words that we coined for LInguaLinx. It’s an incredibly simple, yet powerful, summation of the company’s brand promise and it’s something that we’d love to use for our own.

Union College

category Higher Ed responsibilities Brand Strategy Brand Identity Print Collateral

Union College hired us to revitalize their brand—to create and execute a new brand identity and approach to marketing; and to do it with some speed. However, during the brand strategy development, it became apparent that the college needed a brand evolution, not a revolution.

Exhibition Design

So, we revised our approach while maintaining the same objectives: To elevate Union’s visual brand and help them articulate a more contemporary voice in an effort to increase the efficiency and success of their marketing efforts. Instead of changing everything with the flip of a switch, from the top down, we began to integrate a fresh, new approach on a more tactical level; one by one,

in a bottom-up approach. We introduced a fresh new take on Admission’s viewbooks. We helped the Office of Development overhaul their marketing efforts. Over time, and through the consistent execution of smaller projects, we had largely reshaped and redefined the look, feel and voice of the Union College brand. Yet, we had left many of the core brand assets unchanged or only slightly enhanced.

Revolution isn’t always the answer. In this case, evolution was a more appropriate course and we still accomplished the original objectives.

UNION Track & Field m/w

Ice Hockey m/w

WORKBOOK

Volleyball

Softball

Lacrosse m/w

Basketball m/w

Swimming & Diving m/w

Soccer m/w

Tennis m/w

Cross Country m/w

Field Hockey

Baseball

Football

Crew m/w

Over the past five years Union College studentathletes proudly claime ★★ 777 All Academic

League selections

★★ Eight Academic All-Am ★★ 10 All-Americans ★★ Five Liberty League

championship titles

★★ 16 Liberty League

Players of the Year

★★ ECAC Hockey’s Cleary C

★★ A finalist for the John G

Award in football

★★ An NCAA Woman of

the Year finalist

★★ A Woody Hayes Nation

Scholar-Athlete

★★ A Watson Fellowship

★★ Four Minerva Fellowsh ★★ A Fulbright Award m/w = men’s and woman’s teams represented

U n i o n C o l l e g e V i ew b o o k #2 of 4

U n i o n C o l l e g e V i ew b o o k #1 of 4

U n i o n C o l l e g e V i ew b o o k #3 of 4

Academics

The Prospective Student’s Guide to

Campus Life

at

liberal arts evolved

at

liberal arts evolved

liberal arts evolved

category Video Games responsibilities Brand Identity Print Collateral Web

Agora Games Agora Games allows the world’s largest video game developers to build online features and web-based communities. Put another way, they enable some of the most critical features in today’s video games. When we fire up Batman: Arkham City we can’t help be but be a bit proud of our brand identity work on the title screen.

When we checkout Call of Duty or Injustice: Gods Among Us leader boards, we can’t help but think of the small part we played in helping Agora Games achieve what they have.

PMS1675

category Investment Company responsibilities Brand Strategy Brand Identity Print Collateral Exhibition Design

Revolution Steve Case, former Chairman of AOL Time Warner, was about to launch Revolution, a new company with the lofty objective to invest in people and ideas the can change the world. Who does he ask to help him bring this new company’s brand to life? id29.

WORKBOOK

PMS COOL GRAY 11

category

Hasbro

Toys & Games responsibilities Product Line Strategy Product & Packaging

All of our work is approached from a foundation of intelligence. It doesn’t, however, have to come strapped to a complex, War and Peace-sized rationale. Simply put, our work for Hasbro—like this Rubik’s Cube package design—is on-brand, fun, functional and requires an understanding of consumers and retail buying behavior.

After developing and carefully evaluating several package design directions, Hasbro asked us to finalize an approach that integrates how a consumer would actually interact with the product. It’s on shelves around the world and sells at absurd levels.

category B2B responsibilities Print Digital Collateral Web Exhibition Design

SI Group While creative agencies love to bust down doors and change all of their new client’s existing stuff, the majority of our early work for SI Group has focused on refining their existing brand assets.

SI Group is a family-owned operation with facilities on every continent except Antarctica and revenues in excess of $1.5B. The company is now poised to develop its brand strategy, brand expression and marketing communications into tools that are commensurate with the heavy hitters in their industry: Dow and BASF. We’re happy to be their partner.

SI Group, Inc. 2750 Balltown Road Schenectady, NY 12301 U.S.A. PH 518 347 4200 www.siigroup.com © 2013 SI Group, Inc. All Rights Reserved.

ADD FSC LOGO, white with green text, here.

86-4050_SIGCorporateBrochure_MECH.indd 1-2

WORKBOOK

10/30/13 10:29 AM

OUR PEOPLE: Proud of our Past.

SHAPING OUR FUTURE. Commitment to long-term success and continuous improvement. Taking a real interest in our customers.

Extreme attention to detail and passion for our work.

These are hallmarks of our values and SI Group’s diverse group of highly-skilled professionals.

Our culture has roots in over one hundred years of family history. Our road has led us from the vision of our pioneers to the success of today. We are mindful and proud of our past, but we know that today and tomorrow are far more relevant.

Partner with us today.

T O G E T H E R , W E ’ L L S H A P E T O M O R R OW.

86-4050_SIGCorporateBrochure_MECH.indd 15-16

10/30/13 10:29 AM

MapInfo & Pitney Bowes

category B2B

Some people might believe that the expression of B2B brands should be much more clinical and less human than consumer brands. Ok, there are absolutely differences in how a consumer might make purchasing decisions for themselves vs. how they may make purchasing decisions while at work. However, to make sweeping generalizations that B2B brands don’t need to connect on an emotional level; that they can’t benefit from stellar design and creative; that they don’t need to convey their promise in a unique, compelling and memorable manner is shortsighted.

responsibilities Brand Strategy Product Line Strategy Brand Identity Print Digital Collateral Product & Packaging Web Exhibition

MapInfo—a global leader in location intelligence— asked id29 to help them refine their brand and position themselves within each of their vertical markets.

We soon became their agency of record and, over a 4-year period, helped them greatly enhance the power of their brand, reshape their marketing strategy and improve their marketing communications and all target segment touchpoints. When Pitney Bowes purchased MapInfo in 2007, the power of the MapInfo brand was specifically cited as one of the primary reasons.

BE LOCATION

INTELLIGENT

™

Location Intelligence enables you to answer a fundamental, yet complex question faced by nearly all organizations: Where? It’s a critical factor in countless strategic and operational decisions in business and the public sector. Where are our best customers? Where should we station emergency personnel for most effective deployment? Where to build the new store, restaurant or hotel? Where can we reduce costs without reducing service coverage?

Location Intelligence arms you with the insight and knowledge to make those decisions. You become Location Intelligent with powerful solutions from MapInfo, the global leader in Location Intelligence solutions that combine software, data, services and expertise to help your organization measure, compare, visualize and

IS YOUR ORGANIZ ATION

analyze your data in unique and powerful new ways.

By adding location as a dimension to your decision making process you can see relationships between a geographic area, demographics, operational data and

LOCATION INTELLIGENT?

other data you need in order to plan, predict and decide more accurately.

With Location Intelligence you can immediately see where to target an anti-crime campaign, the best location for a facility, where to deploy scarce resources for maximum effectiveness and how to achieve the best result.

Associating your organizational data with location is the foundation for making critical decisions that improve performance.

Is Location Intelligence missing in your organization? Be Location Intelligent with the industry leader – MapInfo.

Corporate Headquarters One Global View Troy, NY 12180-8399 USA main: 518.285.6000 ph: 1.800.327.8627 sales@mapinfo.com

Asia Pacific/Australia main: 61.2.9437.6255 fax: 61.2.9439.1773 australia@mapinfo.com singapore@mapinfo.com china@mapinfo.com

Canada main: 416.594.5200 ph: 1.800.268.3282 fax: 416.594.5201 canada.sales@mapinfo.com

www.mapinfo.com

Europe/United Kingdom main: 44.1753.848.200 fax: 44.1753.621.140 europe@mapinfo.com

91900-510

LOCATION INTELLIGENCE

FINDS CUSTOMERS.

LOCATION INTELLIGENCE

BUILDS RELATIONSHIPS.

LOCATION INTELLIGENCE

IMPROVES SERVICE.

LOCATION INTELLIGENCE

DRIVES DECISIONS.

R E TA I L

F IN A N C I A L S E R V I C E S

INSURANCE

M A P I N F O I S T HE W AY T O I M P R O V E D P E R F O R M A N C E

Brinker International, Cole Haan, Fairmont Hotels & Resorts, Home Depot, IKEA and other major retailers and lodging/hospitality providers rely on MapInfo to: • Select the optimal mix of profitable sites • Develop more successful marketing and merchandising strategies • Help identify where new strategic concepts will succeed

Barclays Bank, CitiBank and MasterCard International along with several major financial institutions have an ongoing partnership with MapInfo to: • Optimize branch distribution strategies • Evaluate market potential • Maximize branch profitability • Provide world-class customer service and build customer loyalty

TAPCO Underwriters, Inc., The Chubb Group of Insurance Companies and Benfield along with other regional, national and global insurance carriers use MapInfo solutions to: • Make smarter, more informed business decisions • Enhance responsiveness to customers and offer higher levels of customer service

With MapInfo Location Intelligence solutions your organization will achieve — greater customer satisfaction, cost savings, increased employee productivity, operational efficiency and profitability, improved decision-making and peak financial and operating performance.

LOCATION INTELLIGENCE

POWERS COMMUNICATION.

LOCATION INTELLIGENCE

PROTECTS COMMUNITIES.

More than 7,000 organizations, big and small, all over the world, use MapInfo Location Intelligence solutions to help improve their performance. As pioneers of the desktop mapping industry in the late 1980s, MapInfo has a long history of excellence in providing Location Intelligence solutions. We have applied that expertise to meet changing customer needs and now offer solutions for the web, mobile location services and organization-wide technology platforms and applications. Today, MapInfo creates innovative

MAPINFO IS

solutions that help our customers use Location Intelligence to

LOCATION INTELLIGENCE.

enhance their performance and decisions in many ways – asset and risk management, network planning, site selection, targeting markets and service delivery, to name a few.

T E LE C O M M U N I C AT I O N S

GOVERNMENT/PUBLIC SECTOR

British Telecom (BT), Cingular, Orange, Verizon, Vodafone and many of the world’s largest telecommunications companies successfully employ MapInfo solutions to: • Plan and manage networks • Assess competitive threats • Develop highly targeted, profitable marketing campaigns • Provide superior customer care to reduce churn and increase revenues

On national, state and local levels, government organizations of all sizes are Location Intelligent. They tap into MapInfo solutions to: • Coordinate emergency planning and response • Develop e-government solutions that better serve constituents • Optimize economic development initiatives

WORKBOOK

TM

MapInfo has a network of global partners around the world, from resellers and distributors to application service providers to ensure we serve you best. We have forged strategic alliances with leaders in the BI industry, including Business Objects , Cognos and MicroStrategy , and offer a location integration component that adds an essential dimension to BI capabilities.

MapInfo has become the provider of choice to location-enable large-scale, mission-critical enterprise solutions and has partnered with IBM , Oracle and many others on large integration projects and custom applications. ®

®

®

®

®

We are the world’s leading provider of location-based data and content, setting the industry standard with the most comprehensive, up-to-date, accurate international data offerings available. Our experienced industry and technical specialists use the appropriate applications, data and technology to quickly create a Location Intelligence solution that gives you all the information you need to improve performance.

TM

Product package design and corporate capabilities book

category Performing Arts responsibilities Brand Identity Print

EMPAC Acoustically, it’s considered one of the most perfect venues in the world. Architecturally, it’s a stunning, Grimshaw-designed, amalgam of glass, wood, steel and technology, perfectly perched on a riverside slope.

It’s EMPAC (Experimental Media and Performing Arts Center) in Troy, NY. Proud to be a part of such an ambitious, world-class venue, we helped them establish a design-driven presence and introduce themselves to the world.

EMPAC

FALL _ 2008

C U R T I S R . P R I E M E X P E R I M E N TA L MEDIA AND PERFORMING ARTS CENTER

E

M

P

A

C

CUSTOM CONTROL O c t o b e r 2 6 2 0 07 8 P M H E F F N E R

WORKBOOK

A L U M N I

H O U S E

category Healthcare responsibilities Brand Strategy Brand Identity Print Collateral Web

Center for Vascular Awareness Even surgeons value the power of great design, brand and communications. Dr. Manish Mehta—one of the world’s most renown vascular surgeons—asked id29 to help bring his vision to life. That vision? A world-class organization and facility that promotes the importance and awareness of vascular health. After weeks of digging deep into a world that was admittedly quite foreign to everyone on our team, we helped Dr. Mehta set the course of his brand and marketing communications.

Shortly after that, the Center for Vascular Awareness was launched—along with id29-created brand identity, journals, website and marketing communications.

Prost!

The House of Pain (a.k.a. Pinky Pig) WORKBOOK

Cheers.

We’d love to hear from you.

id29 425 River Street Troy, New York 12180 PH

518.687.0268

www.id29.com

Wave that flag

speaks@id29.com @id29

id29 / 425 River Street / Troy, New York 12180 / 518 687 0268 / id29.com