Spear Design Group
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Agency Spear Design Group is a New York based full-service boutique creative and marketing agency founded by Fiona Spear, a seasoned cutting edge strategist with over a decade of experience in moving brands forward.
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Results We believe less is more. We strive to make the complex simple. We generate idea driven solutions that are artfully executed. The result is impactful, future-focused design and branding solutions that leave a lasting impression and deliver maximum results.
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Our Offers BRAND
IDENTITY
DIGITAL
DESIGN
STRATEGY
ADVERTISING
TRADE SHOW
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Offers Strategy Brand Strategy Naming Messaging Brand Positioning
Identity Logo Brand Guidelines Template Design Press Kits
Design Marketing Collateral Package Design Pitch Decks 360 Branding
Digital Website Design email Campaigns e-Newsletters
Advertising Ad Campaigns Print Ads Banner Ads
Trade Shows Booth Design Promotional Items Apparel
Case Studies Spear Design Group
Smithsonian Museum
Target 250 philanthropists. Limited edition over size brochure. Mirror cover poses the question: Who is Responsible for America? The answer is YOU. Patriotic red, white & blue spreads. Historical B&W photographs from the museums own archive.
Results/ROI:
Capital campaign goal of $100 million was reached in less then 6 months.
NATIONAL WHO IS RESPONSIBLE MUSEUM OF AMERICAN HISTORY AMERICA? CAMPAIGN
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NYC Department of Health
AIDS quarterly newsletter. Positive Prevention. Positive Testing. Positive Sex. Positive Care. Positive Support.
Our strategic focus became to:
Assessable, informative, and above all positive.
POSITIVE PERVENTION
Department of Health
MoMA
Museum of Modern Art Holiday Card Collection Selected from hundreds of designs submitted each year
Results/ROI:
Top selling card! Went on to become series of cards designed exclusively for MoMA.
Design awards:
Winner International Greeting Card Award
URTA
In need of a visual refresh. A fractured brand. Lacking heritage awareness. Known primarily for the URTA’s. Not known for it’s other offers. Off grad students radar.
Meanwhile, the core issue was that:
URTA was a lackluster brand, in need of more drama.
Our strategic focus became to:
Create a modern identity to attract theatre students and universities.
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COLOR IS ONE OF THE MOST POWERFUL OF ELEMENTS .
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I T H A S T R E M E N D O U S E X P R E S S I V E Q U A L I T I E S . U N D E R S TA N D I N G T H E U S E S O F C O L O R I S C R U C I A L T O E F F E C T I V E C O M M U N I C AT I O N .
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A S W I T H O U R L O G O , C O N S I S T E N T U S E O F U R TA’ S C O R P O R AT E T Y P E FA C E — AV E N I R — R E I N F O R C E S YO U R B R A N D I D E N T I T Y.
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U RT AS The University Resident Theatre Association was founded in 1969 with the mission of supporting excellence in professional training of theatre artists, ensuring the continued renewal of the American theatre. Since that time, URTA has grown to include many programs and services, all working toward that same goal. Whether it’s maintaining the highest quality standards for our member universities, helping to match potential students with the MFA program best suited to their needs, facilitating engagement of professional artists at universities, or expanding our offering of continuing education programming to students, faculty and professional artists, URTA is setting the stage for emerging theatre artists, superior theatre training, and professional advancement!
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SERVICES & PROGR AMS
ARTIST ENGAGEMENT
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A L I B R A R Y O F U P B E AT M O N O T O N E S O F A C T O R S I N YO U R S I G N AT U R E N AV Y B L U E , C R E AT E S V I S U A L I M PA C T A N D D R A M A , A B R A N D B U Z Z , T H AT R E S O N AT E S W I T H YO U R TA R G E T A U D I E N C E .
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Section Monotones
SafeBus
An unknown startup App. Seeking 2nd wave investors. Lacking a modern identity. Without brand name recognition. Not a high-tech presence.
Meanwhile, the core issue was to:
Establish SafeBus as an essential App for parents.
Our strategic focus became to:
Communicate safety and peace of mind.
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PS3
A stigmatized NYC Public School. Known as too “arts” based. Lacking a cohesive identity. Looking to increase it’s stature in the community.
Meanwhile, the core issue was that:
Stigma: “the hippy school”
Our strategic focus became to:
Convey the notion of an integrated arts curriculum, without saying it.
Our Logo. Over time our logo will become synonymous with PS3. We’re making history here.
Our Logo is a very valuable asset. We must treat it nicely. Never abuse our logo, it has arms but it can’t fight back (our branding committee however, is another story).
It’s as easy as 1, 2, 3
What it stands for
3 figures embracing from above. 3 unique entities coming together. Represents the dual grade system. 3 for PS3, the power of 3.
It represents our dual grade system. Teachers, students and parents. Community, classroom and home. Innovation, independence and community. Past, present and future.
Our Tagline.
You get the picture Our tagline expresses PS3’s key strengths. It demonstrates PS3’s deliberate approach to education. It plays with the notion of an integrated arts curriculum without saying it. It honors the seriousness with which we take education. It’s playful but still serious and academic. It differentiates us from other schools.
Clients Spear Design Design Group. Group. All All rights rights reserved. reserved. Proprietary Proprietary & & Confidential Confidential Spear
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Auctionata Beauty Counter Brief Magazine Casco Panama Caliche Rum Citation Air CodeSmart Context Matters Farrell Building FMA Hallmark Havas Media Ignition
Iridium JQA Partners Koda L’Oreal Paris Levain Bakery Lumina Macy’s Maloney & Fox MH Studio MoMA Netaid NY Botanical Garden NY Dept of Health
NY Public School PS3 ODA Raquel Welch Rewire Me SafeBus Smithsonian Museum Target Thomas Riley URTA Volvo Yellow+Blue Wines 241 Fifth Ave 92 l Y
Awards Spear Design Group. All rights reserved. Proprietary & Confidential
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Art Directors Club 72nd Design Annual Graphis Letterhead/Logo 4 Print Magazine Design Annual Print Magazine Computer Art American Institute Graphic Arts A Decade of Entertainment Graphics American Institute Graphic Arts One+Two Color Competition PDN/PIX digital photography Best photo web site Broadcast Designers Association Gold, Silver & Bronze International Greeting Card Museum of Modern Art The Clarion Award Marketing Communications Platinum Hermes Award Company Branding Davey Award Silver Award
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I have found SDG engagement has been second to none, this married with their creativity and their ability to meet tight deadlines, have made them a perfect partner. We can recommend Fiona and her team whole heartedly. Ed Gillespie, CEO SafeBus
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NMAH capital campaign goal of 100 million dollars was reached in less then six months! Enabling us to continue to showcase our unparalled collection of over 3 million objects for generations to come. Ivan Selin, Chairman of the Board, Smithsonian Institution, NMAH
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Awesome! Awesome! Awesome! Everyone is “hoo-ha-ing” about the new PS3 Logo!!! Your tireless passion and enthusiasm have been an inspiration to us all. Thank you for embracing PS3. Jocelyn Anker, PS3 Branding Committee Chairman
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Cheers! FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM