Branding USA 3 and cover design is copyright 2009 Graphis, Inc. and is reproduced here with permission of the publisher.

Transcription

1

2 Brandng USA 3 and cover desgn s copyrght 2009 Graphs, Inc. and s reproduced here wth permsson of the publsher.

3 .BI & Company, Inc. 10 Bank Street Whte Plans, NY USA (212) (914) What we do as desgners at.bi, frst, s make observatons about how the customer chooses and uses a product or servce. rom these observatons, we frame a context that artculates and vsualzes a better understandng of customer needs and desres. New and mportant areas of opportunty are dscovered. In the context of these dscoveres, we create an expanded realm of rchly nformed solutons - greater possbltes - exhbtng a remarkable level of nnovaton. All pontedly addressng mmedate tactcal needs, whle defnng and expandng upon the orgnal project goals and strateges Marked the begnnng of.bi s second quarter-century - a mlestone that few realze. Even more remarkable: wth never more than 15 people n any offce, we ve had the pleasure of seeng thngs gettng done on more than 7500 programs for 174 brands, 36 categores and 128 clents, worldwde. The followng seven pages offer a fractonal glmpse of ths company s thnkng, capacty and promse. chard Brd

4 Sweeney s brand strategy, dentty redesgn, new product packagng & lne extenson undamental to our sales and marketng strategy s the use of desgn, both graphc and structural, to propel our brands. It has been the means for us not only to dfferentate our products n very crowded categores, but also of paramount mportance to engage the consumer at the retal shelf. In the hgh-turn, hgh-demand Lawn & Garden category, consumers respond to our strong shelf presence and recall our brands.

5 .BI 267 Affresh brand strategy, dentty standards, new product packagng, lne extenson & brand marketng support We ve developed a breakthrough, convenence product to remove odor-causng resdue that can buld up n Hgh Effcency (H-E) washng machnes. Ths s an opportunty to defne and lead a new category of care for buyers of H-E washers... by helpng them keep a clean and fresh laundry room.

6 P Extreme/P Sport brand strategy & new product packagng The Evolvng Man. The man who s aware that the world, and hs place n t, are changng all the tme. Age and ncreased ncome provde some of the mpetus to evolve. ther nfluences are the effects of desgn and fashon, health and wellness on hs lfe. He s growng more aware of all these thngs and has the sense of adventure to go along, at least n some of these changng aspects of hs lfe.

7 .BI 269 Twster brand dentty, package redesgn & lne extenson Twster s a wafer stck snack that has been a segment leader n Eastern markets for 10 years. The current pack has a sort of an oldfashoned lookng logo, and a messy combnaton of a tornado-twster. The problem we need to solve s how to modernze the pack desgn to better target teens & young adults and, at the same tme, algn wth the TV advertsng s energy. The result needs to span 5 flavors n many szes and pack types, some of whch are vertcal. We don t want anythng too radcal, just an evolutonary modernzaton. Let s dscuss. I ll call your offce n the mornng.

8 Internatonal Copper global brand & corporate dentty strategy, standards & executon frameworks ear, Catherne. ur draft proposal s structured wth four major task areas: evelopment of a new Copper dentty and postonng strategy; elvery of a structured desgn system for Copper communcatons; Models for executon of specfc Copper publcatons planned for the next 3 years - wth an emnent focus on the envronment, and; Vsble frameworks for mprovements n usablty and functon of your organzaton s 65 web stes, worldwde.

9 Make no assumptons Buld real understandng Q.BI 271 Expand the possbltes Q q q T H E S H L E L E V A N C E U N E X P E C T E P S S I B I L I T I E S M A X I M U M I N N V A T I N Include, rather than exclude each beyond the ordnary Elmnate the superfluous Adapt, evolve constantly Gudance s suggestve ecsons are collectve ELEVANCE q Q q Q Q PESCIBE IECTIN Q Q q q Q QUESTINS ACTS BSEVATINS ISCVEY INNVATIN QUALIIE SLUTINS T H E S H L E L E V A N C E EXPANE ANGE ELEVANT & GEATE PSSIBILITIES U N E X P E C T E P S S I B I L I T I E S M A X I M U M I N N V A T I N PCEE Prncples for explorng creatve strateges and greater possbltes. Move ths hgher up. Set a meetng wth VPs. Ths has greater potental as a strategc tool. If your goal was to capture my nterest, you ve ht the mark. Compettors have reason to be concerned. Ten tmes the nvestment. thers have faled. You have somethng here. If competton had ths advantage, I d be concerned. ur project drecton changed md-stream, we have complete confdence. evolutonzes the entre creatve process. You should change the name of your company to PCEE.

10 We had used our current brandng group for sx years and had become accustomed to gudng the desgners, to the pont where, on many jobs, we would smply layout the desgn ourselves and send t to them to fnsh. Then, we decded to upgrade. We needed a classy desgn outft, one wth a lttle pzzazz and spark, one that could make us look lke professonals. What we were really lookng for was leadershp - and a frm that could sell that leadershp all the way up to our corporate charman level. ur frst stop was [MegaBrand] New York. These people were lke nvestment bankers. They had every slck move: vdeo conferences between sleek Manhattan headquarters and our nternatonal conference room wth our charman presdng and feelng lke he had fnally arrved n the world of brandng culture: thousand dollar suts, ptches for brand equty and return-on-nvestment studes. The buzz words were flyng fast and thck and I lked t. nally, we were n the bg leagues. We were talkng strategy, baby! Then came the desgns and... well, somethng was lost n translaton. We couldn t see our strategy anywhere n the layouts. We tred to convnce ourselves that, despte what we were actually seeng, we were n the presence of a new brand archtecture expertly constructed from propretary wzardry harnessng the collectve force of consumer ntellgence and passon! But, wth each revson, t became more obvous that the exercse was pontless. I Googled... And.BI popped rght up. I looked at the case studes. I nstantly knew I had found the rght frm. There was no doubt n my mnd then, or now... three and a half years and dozens of successes later. What mpressed me from ther case studes was how the strateges behnd the desgns spoke for themselves. I had become a fan and would often show these examples to people n the offce, brngng them nto meetngs to make the case how desgn can work to make new, strategc ponts. I was blown away, too, by ther Patterns reports: Studes from the pontof-vew of shoppers tryng to zero-n on a purchase and pluck just the rght product from an ocean of optons. They brllantly elevated seemngly mundane categores by explorng all of the exctng detal and complexty, n vsually smple and workmanlke reports. I mean, who cares how great your desgn s f your customer doesn t understand the vsual codes? We hred.bi mmedately. ght off the bat, they started solvng real problems. Talent galore, but wth no fuss, no mess..bi nvents great desgn solutons that are exactly what you re lookng for. They don t put you or your brand on a couch to get you or t to cry. They are practcal people: postve, frendly, easy to communcate wth, a pleasure to work wth, takng an nterest n each person on the clent sde: whch makes a bg dfference n engenderng good wll. Brand managers are eager to work on projects wth.bi. They know that a comment made today wll come back as an mprovement tomorrow..bi gets t rght wthout delay. When concepts come n, our marketng department clcks the mouse and forwards desgns on to the bg bosses, knowng strategy s n there, wth plenty of alternatves to choose from..bi makes our marketng department look lke pros, and that s the most mportant thng of all..bi s a New York dentty and desgn consultng frm wth more than 25 years of experence creatng brand dentty, packagng, corporate dentty and nternet applcatons. Its clents are nternatonally-recognzed brands and strategy-orented organzatons.