design

Design capabilities presented to Sanford Health for creative development and branding of the new national breast institute.
MARCH 23, 2011

Overview
From message development to logo and visual identity, Weber Shandwick has helped a wide range of clients with creating a unique and distinct brand. In addition, we have produced successful designs and brands for many organizations in the health care arena. We feel certain that our capabilities are a perfect match for helping Sanford Health develop a visual identity which will become immediately identi ed with the highest quality of national breast health and research. The following pages provide examples of our experience developing brand-building and visual identity programs for a variety of clients.

Our Team

The Powell Tate team fosters an environment that is intensely team motivated and collaborative, enabling us to develop unique approaches that are most valuable to clients. Below are the team members in our Washington, DC of ce.

Amy Leonardi
CREATIVE DIRECTION

Juana Merlo
ART DIRECTION

David Hafera
SENIOR DESIGN

Seth Levin
STRATEGIC MESSAGING

Amy Leonardi heads up the Creative Studio in Washington, D.C. She has more than 20 years of experience in design at nonpro ts, retail and communications rms. Since joining the agency in 1997, she has managed the visual creative component of communications campaigns for major national and international corporations, as well as nonpro t organizations. She provides clients with sound strategic and tactical advice in the design and development of materials for both print and digital. She has enjoyed providing a visual identity and personality to numerous clients over the years through successful branding assignments. Amy has a bachelor’s degree in Advertising Design from the University of Maryland.
(Senior VP)

Juana Merlo serves as the art director at the Creative Studio in Washington, DC. Before joining Weber Shandwick, Juana served as art director at American University and worked with its marketing team to develop strategies and implement a new university-wide marketing and communications plan called the Wonk Campaign. She is currently working on the National Education Association’s branding campaign as well as KnowHow2Go’s new, 2011 creative. Juana is a graduate of the Maryland Institute College of Art, where she earned a bachelor of ne arts in graphic design. She completed her graduate studies at American University where she earned a master of arts in public communication. Juana is fluent in Portuguese and Spanish.
(Director)

David has extensive experience in designing brochures, brand identity, information kits, information graphics and display graphics. He has done work for a broad range of clients including Your Credit Card Companies, the American Council on Education, the U.S. Army Reserve, CSL Biotherapies, the Corporation for Public Broadcasting and the Federal Deposit Insurance Corporation. Before joining Powell Tate, David worked as a graphic designer at a printing rm, a nancial industry trade association, and for consulting rms in the elds of healthcare, social services and technology.
(Account Supervisor)

Seth develops strategic messaging and branding platforms to visually and verbally communicate an organization’s mission and value proposition to internal and external stakeholders as well as general market audiences. For the last three years, Seth has worked with the Centers for Medicare & Medicaid Services (CMS) to develop branded campaigns on the issues of health prevention and healthcare quality. For CMS, he has crafted messaging and campaign names; worked with designers on developing a logo, web pages, and overall look and feel; and overseen focus groups to test concepts. Recently, Seth nished a branding assignment with the Centers for Disease Control and Prevention to develop a visual identity and craft messaging and materials for the Prevention Research Centers. He also worked with several human rights organizations
(DIRECTOR)

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DESIGN CAPABILITIES | WEBER SHANDWICK

Healthcare Design Work
GENZYME asked us to design materials to distribute at various trade shows and events, directed at healthcare professionals to convey their continued commitment in the research and development of rare disease pharmaceuticals. These pieces captured the people who they help and the lives they’re able to lead because of the work done by genzyme. In addition to a brochure and yer, we designed the display graphics to be used at their booth.

a rare commitment

At Genzyme, we’re united in our commitment to the treatment of rare genetic diseases.

DESIGN CAPABILITIES | WEBER SHANDWICK

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THE WELLNESS COMMUNITY asked us to help brand and produce materials for a new program for cancer survivors which they were launching in conjunction wih the Lance Armstrong Foundation. The Campaign started as LiveWell (a combination of LiveStrong and Wellness Community logos and branding), and then later changed the program name to Cancer Transitions. The program started as a test program and has sinced launched to a nationwide resource for helping individuals in the dif cult stages of returning to a non-treatment, post-cancer phase of theri life. The bright colors re ected both organizations and provided a distinct backdrop for their workbooks and other materials.

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DESIGN CAPABILITIES | WEBER SHANDWICK

Healthcare Design Work
What you can do to prepare for Each year, millions of Americans are admitted to your most operations are not emergencies, youthe hospital to have surgery. doctor have the time to learn about Because your procedure and plan appointment.for your hospital stay.

What you can do to stay safe in the hospital.

Preparing for surgery can be a stressful experience, so remember it’s a team effort and you are not alone. Take the time to talk with your doctor to learn about why the operation is being recommended and about the potential risks and positive benefits of your surgery. Consider bringing a health care advocate—a family member or someone else you know and trust—who can talk to your doctor and health care team about your

progress your health. Sometimes The time you have with your doctor is very important towhile you are in the hospital. It also to explainimportant to research and find hospital hospital your symptoms or the visit is short and you only have a few minutes qualityiscare and avoid infection during your the right stay. for your procedure and to learn how to promote concerns. Later that day, you might remember something you forgot to ask, or you are is a four step wish that you had told your doctor about a symptom followingexperiencing. guide to receiving quality hospital care. The Whether you are seeing your doctor for your annual physical, or because you are experiencing a health problem and are seeking treatment, it’s important that you take the time to be prepared so that you can make the most of your visit. –What operation are you recommending?

1.

Here are some tips that will help you prepare for your next appointment: Be Informed About

Have the surgeon explain the procedure and ask if there are different ways of doing the operation. –Why do I need the operation? What is the

the Procedure Before the appointment

–How much experience do you have doing this operation? Ask how many of these procedures the surgeon has performed and non-surgical treatments work. Ask a doctor is probably the most important decision you can make • Prepare a list of all the medications you are taking. Your doctor should always know what Choosing about the what successes and complications the surgeon benefits and prescription drugs and over-the-counter medicines, vitamins, herbal products, and other supplements risks of the surgery and the merits has had. of other choices. when it comes to your health care. You want to find a doctor you can rely you’re taking, as well as any allergies you may have. on to the operation and –What kind of anesthesia will I need? Find –What are the benefits of give you the best medical care and advice. • Call before your visit to tell the office if you have special needs. If you don’t speak or out the qualifications of the anesthesiologist or how call understand English well, the office may need to find an interpreter. If you have any special needs,long will they last? Ask if there is nurse anesthetist and ask your doctor some So before you choose a doctor, do some homework. Spendwhat thetime looking into credentials and published information about the procedure and and make sure they can accommodate you. side effects and risks of having anesthesia are in likely outcomes. training, as well as thinking about the qualities in a physician that are most important to you. your case. • If appropriate, consider bringing a family member or trusted friend with you. If you are Choosing a doctor you –What are the risks of the operation? Weighhave confidence in and feel comfortable with is good for your health. –How long will it take to recover? Establish a discussing a serious health matter that you are concerned about, it is often helpful to have someone against possible complications and the benefits plan mind when you are choosing Here are some tips to keep infor post-procedural care. Find out if you a doctor: who can take notes and offer moral support. You can have that person ask questions, too. side effects. will need supplies or equipment at home and get these in advance to make the recovery easier. Ask –What if I don’t have the operation? What about when you will you gain or lose if you don’t have the Research credentials and training may resume work and exercise Talking with your doctor or nurse and what you can proactively do to speed the operation? recovery process.training. A little homework can go a long way when choosing a • Check credentials and professional • Go over your list of questions with your doctor. Again, make sure you ask your most important doctor. Whether you are thinking about seeing a doctor who has been recommended by friends, or whether questions first. you are consulting a list from your insurance company, make sure you learn as much as you can about the • Take notes. Since it’s hard to remember everything your doctor says, it’s often helpful to take notes so doctor you are considering. you can be sure to follow your doctor’s instructions. One good place to go for information is the Massachusetts Board of Medicine website. There you can find • Describe your symptoms. If you are experiencing a health problem, let your doctor know when it important information about the education, training and board certifications of the doctor, as well as what started, how you feel when you experience the symptoms, and if you have any idea what triggers them. hospital they are affiliated with. You can also find out whether the doctor has had a disciplinary action taken against them, or if they have made payments on a malpractice claim. You can also call the Board of Medicine at 617-654-9800.

purpose of the surgery: is it to relieve or prevent What you should ask pain, improve a body function, or diagnose a your doctor a list of • List your questions and concerns. Before your appointment, make before what you want to ask. problem? Make sure you put your most important questions first. deciding to have surgery –Are their alternatives to surgery? Sometimes

–Where can I get a second opinion? Many health insurance plans require second opinions before non-emergency operations. Call your plan for their policy and bring your records and any test results from the first doctor to the second so those tests are not unnecessarily repeated.

What you can do to choose the right doctor for you.

Check quality and care reports. More data is now available on doctors’ quality and care rates. You can compare the quality of care at 150 different Massachusetts health practices and groups providing preventive and chronic disease services at the Massachusetts Health Quality Partners website.

Think about some practical matters that will affect your relationship with your doctor
• • Find out long it takes to get an appointment. Some doctors are very busy so make sure you know if they can accommodate you in a timely way. Ask if the office is open in the evening or on weekends. Extended office hours may be more convenient for you.

We worked with BLUE CROSS BLUE SHIELD to develop a coalition for consumer healthcare empowerment. The display on the left was created for various events and tradeshows. The banners presented general information about the coalition as well speci c information to key audiences—encouraging them to take charge of their own healthcare. Above are sample materials created for an information kit designed to provide information to consumers on speci c types of healthcare environments and situations.

DESIGN CAPABILITIES | WEBER SHANDWICK

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We also designed and developed a comprehensive website fot the Partnership for Healthcare Excellence which provided patients with the tools and resources needed to become educated healthcare consumers.

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Alliance for a Green Revolution in Africa (AGRA)
POWELL TATE IS WORKING WITH THE ALLIANCE for a Green Revolution in Africa (AGRA) to coordinate communications and advocacy efforts in the United States, Canada, Europe and on the African continent. AGRA is focused on food security issues in Africa and is providing smallholder farmers in 13 nations with improved seeds and soil inputs, research, training, markets policies, and innovative nancing to increase their agricultural productivity and income. AGRA is based in Nairobi, Kenya and is chaired by former UN Secretary General Ko Annan. Powell Tate’s work with AGRA includes providing strategic guidance and support across several communications disciplines, including message development, branding, print and digital communications, media relations, advertising, speechwriting, and coordinating visits by AGRA of cials in the United States, Europe and Africa. We are also working to educate governments, NGOs, corporations and foundations about AGRA and secure their interest in supporting its innovative programs in Africa. In addition, we are elevating AGRA’s pro le and reputation within important multilateral development institutions, and its presence at development-related summit meetings and conferences.

1.

2.
a.

Logo Design
When AGRA asked us to design a new logo, they asked us to use the map of Africa. Incorporating a map was not our recommendation, however, in the end, they did select a logo design which contained the continent of Africa. Below are other options which were presented to the client. The logo works well in both 2-color, 1-color and reversed.

a.

AGRA AGRA
Growing prosperity in Africa.
Alliance for a Green Revolution in Africa

3.
a.

4.
a.

b.
Alliance for a Green Revolution in Africa

b.

b.
GROWING PROSPERITY IN AFRICA

b.
Growing prosperity in Africa.

c.
Growing prosperity in Africa.

c.

c.
Alliance for a Green Revolution in Africa

c.
Alliance for a Green Revolution in Africa

5.
a.

AGRA
GROWING PROSPERITY IN AFRICA

6.
a.

7.
a.

8.

AGRA

a.

b.

AGRA

b.
Growing prosperity in Africa.

b.

b.

Growing prosperity.

c.
Alliance for a Green Revolution in Africa

c. c. c.
Alliance for a Green Revolution in Africa
Alliance for a Green Revolution in Africa

Alliance for a Green Revolution in Africa

Styleguide
Agra’s styleguide was done on a budget and quick turnaround timeframe, so contained basic design elements and examples of lay-out options.

DESIGN CAPABILITIES | WEBER SHANDWICK

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CLIMATE ISSUE

INSID INSIDE DE THIS ISSU ISSUE UE
How can Africa cope co ope with climate change? chang ge? Ask a seed breeder bree eder P.4 P.4 Former U.S. Senator Sena ator George McGovern calls McGovern c on AGRA-supported AGRA-suppor rted scien scientist ntist P.5 P.5 Africa’s Green Africa’s Gre een Revolution taking ro root: oot: Reports from the eld from P.6 P.6

SMALLHOLDE FARMERS SMALLHOLDER FARMERS IN AFRICA: ER AFRIC CA:

CLIMATE CLIMATE MA E CASUALTIES CAS LTIES SUAL OR PIONEERS? PION NEERS? S
hundreds millions of people in Africa, clim climate change is not about low lowering For hundreds of m mate wering emissions or turning off electric lig smoke stack emis ssions turning off f lights. It is about whether or not they ghts. no ot P.3 will have enough t eat. P.3 to

Collateral
We have designed a wide array of collateral for AGRA for which they have received international accolades. They new ‘face’ of the organization has helped enhance their overall mission on a global scale. Despite the sparsity of imagery and differences in time zone (making communications dif cult at time), we feel proud of the work we’ve done and are continuing to do for AGRA. Our next phase of work will include development and design of a new website.

ISSUE 4 JULY 2010 JUL J LY

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American Council on Education
TODAY’S GI BILL
IN 2009, THE AMERICAN COUNCIL ON EDUCATION charged us with building a brand and launching a Web site that would serve as a resource for service members and veterans eligible for Post-9/11 educational bene ts. The site needed to re ect the seriousness of their service and reinforce the message that these bene ts are earned, not a hand-out. Our design studio designed a site beloved by the client and visiting veterans alike, www.TodaysGIBill.org . To increase traf c to the site, we developed a postcard featuring one veteran’s image and success story. The postcards will be distributed at the American Council on Education’s Annual Conference, which attracts university presidents from across the country. We have also developed banner ads for a variety of relevant sites.

brand identity
We designed a logo and web site for the ACE’s new program for helping to explain the options and details of the GI Bill, which provides tuition funding to U.S. Veterans. We wanted to give this program a distinct look as well as convey a feeling of patriotism without looking cliche or institutional. The logo was developed to work in both a vertical and horizontal format.

KNOWHOW2GO
SINCE 2006, WE’VE PARTNERED with Lumina Foundation, the

American Council on Education and the Ad Council on their signature college access campaign, KnowHow2GO. The campaign features two rounds of television, radio, outdoor and digital public service advertisements (PSAs) that provide students in grades 8-10 with the information they need to actively pursue higher education. To help bring the PSA campaign to life, we designed a suite of vibrant, student-friendly materials including a paper airplane yer, postcard, brochure, t-shirt and activities kit. We also created an On-the-Ground Playbook to guide partners implementing the campaign at the state and local levels. When KnowHow2GO launched its second round of creative, which featured “tough” characters representing the “tough” classes that colleges require, we developed life-sized cut-outs of the characters and silicone bracelets, among other materials. Our design studio also devised the look and feel for the campaign’s Web site, www.KnowHow2GO.org, which more than one million students and caring adults look to for college-going information.

DESIGN CAPABILITIES | WEBER SHANDWICK

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material development
We’ve created a vast array of materials for ACE’s KnowHow2Go campaign, for both national and local af liates, maintaining consistent visual elements to create a family of products.

toolkit

We produced a ‘playbook’ for KnowHow2Go that provided all the tools necessary for partners and local af liates to design advertising and other materials that align seamlessly with the established standards. The kit included visual samples, messaging, instructions, and a CD that contained all of the electronic templates and artwork needed for the creation of branded materials.

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Riverside Research
RIVERSIDE RESEARCH INSTITUTE ASKED Powell Tate to take a broad look at their organization in terms of overall brand identity including design and development of a corporate narrative. A little known organization, RRI was engaged in a variety of projects for the government and intelligence community. As a result of strong growth over the past decade, they had outgrown their business model—and even their name. Based on extensive research, we recommended a focus that was less on their academic history and more on their solutions-oriented results which were found to be most highly regarded by clients and other stakeholders within the organization. We provided them with internal communications—brand development, mission, vision, staff restructuring and organizational chart—as well as an overall new look and feel to represent their new identity. Samples on the right show the nal logo that was chosen by RRI. The red was an important carry-over from their original brand. Part of our challenge was to utilize a dark red, while keeping their brand fresh and modern. The nal logo incorporates a ‘lens’ element, symbolizing clarity and insight. This lens element is used throughout materials. We created a comprehensive style guide to help the organization and its partners and vendors keep a strong, consistent voice and visual identity across all platforms of the organization.

Identity and Style Guide
Riverside Research’s new brand was outlined carefully in the Brand Guidelines. The styleguide contained logo and font usage, templates, photography recommendations and corporate messaging for tailored for key audiences
www.riversideresearch.org

Melinda Smith
Business Executive to President MSMITH@RRI-USA.ORG PHONE: FAX: CELL: 937.427.7023 937.431.3811 937.545.8532

1400 KEY BLVD, STE 1200, ARLINGTON VA 22209

15059 CONFERENCE CENTER DRIVE | SUITE 110 | CHANTILLY VA 20151

DESIGN CAPABILITIES | WEBER SHANDWICK

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Details of new branding
Pages below represent some of the elements of Riverside Research’s new brand which were detailed in the brand guideline, including written and visual examples.

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CDC Prevention Research Center Program
POWELL TATE WORKED WITH the Prevention Research Centers (PRC) Program to create visual and verbal standards that support a uni ed approach to branding and communication. Through its 37 centers housed at prestigious medical schools and schools of public health, the PRC Program has made signi cant contributions to public health research and the health of the nation. Powell Tate created a cohesive brand and style for PRC in order to increase use of PRC products and services by state and local health departments and increase visibility of the program among key stakeholders. To inform creative development, Powell Tate conducted a thorough audit of the PRC materials and interviewed key stakeholders. We then developed standardized messaging, visual marks, a photo library, templates and a style guide to facilitate the easy adoption and sustainability of these elements in each center. We also created booklet and fact sheet about the PRC program itself, and developed a strategy to roll-out and encourage use of the new branding by the PRCs.

Visual Standards
A distinctive, yet exible look and feel was developed for the PRC. We needed to consider that many different outlets would be utilizing these standards, many of whom had limited design skills. Because of this, the styleguide was very clearly written, and contained samples of both correct and incorrect usage of the brand style.

DESIGN CAPABILITIES | WEBER SHANDWICK

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PRC Program Brochure
In addition to providing the PRC with new design standards and templates for their various program of ces, we designed and produced speci c collateral for the PRC Program Of ce. The example shown here is a national report and containing general information and statistics on the program. Not only did this serve as an actual communications tool for the PRC, it was also an example used within the styleguide.

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Elizabeth Glaser Pediatric AIDS Foundation
THE ELIZABETH GLASER PEDIATRIC AIDS FOUNDATION is a

campaign logo development
Strong brands are characterized by distinctive and memorable logos. Join the Moment is a campaign to ght against mother-to-child HIV transmission. The logo was designed to appeal to a target audience (mothers aged 35-50) to be re ective of the issue, to work effectively in conjunction with the The Elizabeth Glaser Foundation (echoing oral organic shapes and colors used in the EGPAF logo). The success in this logo is that it goes beyond good aesthetics to be a distinctive mark based on the campaign’s key objectives.

nonpro t that seeks to eradicate pediatric AIDS through research, advocacy, and prevention and treatment programs. Weber Shandwick collaborated with the Foundation to design Join the Moment, a campaign with a call to action to create a generation free of HIV. Through Join the Moment, the Foundation is re-engaging past supporters and inviting new audiences to hear the story of its founder, Elizabeth Glaser, and join the Foundation’s efforts. Weber Shandwick designed the campaign brand and developed key messages, event signage and brochures to share the story of the Foundation and the lives it has touched. The Join the Moment campaign was rolled out at the Foundation’s annual signature event in Los Angeles, featuring top-tier celebrities such as Miley Cyrus and Mark Wahlberg. Weber Shandwick also built a partnership between the Foundation and thisMoment.com, a new online photo-sharing platform, to integrate a dynamic photo timeline into the Foundation’s Web site. There, supporters can digitally join the moment by submitting a personal life-changing moment to be featured alongside the Foundation’s key moments in its 20year history.

brand integrity
A brand standard guide was created for the foundation to use to insure the integrity of the brand in its various uses. The guide included speci cs for colors, fonts, and the relationship to be maintained between the Join the Moment logo and the Foundation’s logo.

DESIGN CAPABILITIES | WEBER SHANDWICK

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telling your story
The Join The Moment brochure illustrates the overall brand that was created for this campaign. Beyond the logo, the brand consists of a consistent use of messaging, colors, shapes, and compelling photography. This brochure was a call to action to help people make the choice to contribute to improving human well being. Design makes this choice clear and compelling.

supporting materials
The Join The Moment vertical banners (left) and web presence (right) are examples of some of the visual materials that we created in support of the campaign brand.

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Council for Biotechnology Information (CBI)
CBI ASKED US TO PROVIDE their organization with a new brand identity. They wanted their new brand to re ect the three key areas of sustainability on which they were focusing their outreach efforts: water, fuel and food. They also wanted to capitalize on the brand equity established over the past years of the organization, so they asked that we keep the typographical portion of their logo consistent with their old logo. The new CBI mark would need to represent the key areas of sustainability, convey a sense of environmental stewardship, and maintain an existing element of their old logo. Objectives for the new logo: • Needed to be representative of the three key areas • Needed to convey the concept of environment and sustainability • Needed to maintain typography from existing brand • Needed to be distinctive and easy to reproduce • Needed to be clean, modern, but not too high tech (people need to feel comfortable with the idea of genetically engineered foods, etc., and anything too high-tech would be counter to their messages)

Good ideas are growing

logo development
As is typical for logo design, we offer numerous options for consideration, purposes of discussion and feedback from our client. These are examples of just a few of the design options that were presented for consideration before a nal logo (below) was developed.

Good ideas are growing

Good ideas are growing

Good ideas are growing

Good ideas are growing

Good ideas are growing
are growin as
are growin as

Good ideas are growing
re growin sa

Good idea

Good ide

Good ide

Good i

as are g de

or water gf

or food gf

ing. row

or fuel gf

DESIGN CAPABILITIES | WEBER SHANDWICK

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press kit and fact sheets
Using the established brand, we designed a folder, fact sheets, tip cards, CD and other materials to provide to media and other key stakeholders. This suite of materials also established a strong visual brand from which the Council was able to build.

trade show display
We designed a trade show display that could be used by CBI or CBI partners. The visual identity was maintained, although the logo was purposefully left off.

website
We designed and maintained CBI’s multi-functional, interactive website.

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