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Design capabilities presented to Sanford

Health for creative development and
branding of the new national breast institute.

MARCH 23, 2011

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

Amy Leonardi Juana Merlo David Hafera Seth Levin


Amy Leonardi heads up the Creative Juana Merlo serves as the art director at David has extensive experience in Seth develops strategic messaging and
Studio in Washington, D.C. She has more the Creative Studio in Washington, DC. designing brochures, brand identity, branding platforms to visually and verbally
than 20 years of experience in design at Before joining Weber Shandwick, Juana information kits, information graphics and communicate an organization’s mission and
nonprofits, retail and communications served as art director at American Univer- display graphics. He has done work for value proposition to internal and external stake-
firms. Since joining the agency in 1997, sity and worked with its marketing team a broad range of clients including Your holders as well as general market audiences.
she has managed the visual creative com- to develop strategies and implement a Credit Card Companies, the American For the last three years, Seth has worked with
ponent of communications campaigns for new university-wide marketing and com- Council on Education, the U.S. Army Re- the Centers for Medicare & Medicaid Services
major national and international corpora- munications plan called the Wonk Cam- serve, CSL Biotherapies, the Corporation (CMS) to develop branded campaigns on the
tions, as well as nonprofit organizations. paign. She is currently working on the Na- for Public Broadcasting and the Federal issues of health prevention and healthcare
She provides clients with sound strategic tional Education Association’s branding Deposit Insurance Corporation. Before quality. For CMS, he has crafted messaging
and tactical advice in the design and de- campaign as well as KnowHow2Go’s joining Powell Tate, David worked as a and campaign names; worked with designers
velopment of materials for both print and new, 2011 creative. Juana is a graduate graphic designer at a printing firm, a on developing a logo, web pages, and overall
digital. She has enjoyed providing a visual of the Maryland Institute College of Art, financial industry trade association, and look and feel; and overseen focus groups to
identity and personality to numerous where she earned a bachelor of fine arts for consulting firms in the fields of health- test concepts. Recently, Seth finished a brand-
clients over the years through successful in graphic design. She completed her care, social services and technology. ing assignment with the Centers for Disease
branding assignments. Amy has a bache- graduate studies at American University (Account Supervisor) Control and Prevention to develop a visual
lor’s degree in Advertising Design from the where she earned a master of arts in pub- identity and craft messaging and materials for
University of Maryland. lic communication. Juana is fluent in the Prevention Research Centers. He also
(Senior VP) Portuguese and Spanish. worked with several human rights organizations
(Director) (DIRECTOR)

Healthcare Design Work

a rare
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 pharmaceuti-
cals. These pieces captured the people who At Genzyme, we’re united in our
commitment to the treatment of
they help and the lives they’re able to lead rare genetic diseases.
because of the work done by genzyme. In
addition to a brochure and flyer, we designed
the display graphics to be used at their booth.

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 difficult stages of
returning to a non-treatment, post-cancer phase of theri life. The
bright colors reflected both organizations and provided a distinct
backdrop for their workbooks and other materials.

Healthcare Design Work

What you can
do to stay safe in
What you can the hospital.
do to prepare for
your doctor
Each year, millions of Americans are admitted to the hospital to have surgery.
Because most operations are not emergencies, you have the time to learn about
your procedure and plan for your hospital stay.
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 while you are in the hospital.
The time you have with your doctor is very important to your health. Sometimes
It is also important to research and find the right hospital for your procedure and to learn how to promote
the visit is short and you only have a few minutes quality
to explain your symptoms or

wish that you had told your doctor about a symptom you
care and avoid infection during your hospital stay.
concerns. Later that day, you might remember something you forgot to ask, or
are experiencing.
What you
The following is a four step guide to receiving quality hospital care.
Whether you are seeing your doctor for your annual physical, or because you are experiencing a health prob-
lem and are seeking treatment, it’s important that you take the time to be prepared so that you can make the
can do to choose
most of your visit.

Here are some tips that will help you prepare for your next
–What operation are you recommending?
Have the surgeon explain the procedure and ask the right doctor
–Where can I get a second opinion? Many
health insurance plans require second opinions
Informed About if there are different ways of doing the operation. before non-emergency operations. Call your

Before the appointment

the Procedure
What you should ask
–Why do I need the operation? What is the
purpose of the surgery: is it to relieve or prevent
pain, improve a body function, or diagnose a
for you.
plan for their policy and bring your records and
any test results from the first doctor to the sec-
ond so those tests are not unnecessarily repeated.
your doctor
• List your questions and concerns. Before your appointment, make before
a list of what you want to ask.
problem? –How much experience do you have doing
Make sure you put your most important questions first. deciding to have surgery this operation? Ask how many of these
–Are their alternatives to surgery? Sometimes
procedures the surgeon has performed and
• Prepare a list of all the medications you are taking. Your doctor should always know what Choosing
non-surgical treatments work. Ask a doctor
about the is what
probably thecomplications
successes and most important
the surgeon decision you can make
benefits and risks of the surgery and the merits
prescription drugs and over-the-counter medicines, vitamins, herbal products, and other supplements has had.
you’re taking, as well as any allergies you may have. of other choices. when it comes to your health care. You want to find a doctor you can rely
–What kind of anesthesia will I need? Find
• Call before your visit to tell the office if you have special needs. If you don’t speak or on toof give
–What are the benefits you the
the operation and best medical care and advice.
out the qualifications of the anesthesiologist or
understand English well, the office may need to find an interpreter. If you have any special needs, call will they last? Ask if there is
how long
So before
published information youprocedure
about the chooseand a doctor, doanesthetist and ask your Spend
some homework. doctor what
some thetime looking into credentials 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 Weigh
you have confidence in and feel comfortable with is good for your health.
–What are the risks of the operation?
discussing a serious health matter that you are concerned about, it is often helpful to have someone –How long will it take to recover? Establish a
the benefits against possible complications and
who can take notes and offer moral support. You can have that person ask questions, too. side effects. Here are some tips to keep infor
plan mind when you
post-procedural are
care. choosing
Find out if you a doctor:
will need supplies or equipment at home and get
–What if I don’t have the operation? What these in advance to make the recovery easier. Ask
will you gain or lose if you don’t have
Research the
credentials about
and when you may resume work and exercise
Talking with your doctor or nurse operation? and what you can proactively do to speed the
recovery process.
• Check credentials and professional training. A little homework can go a long way when choosing a
• Go over your list of questions with your doctor. Again, make sure you ask your most important
questions first. doctor. Whether you are thinking about seeing a doctor who has been recommended by friends, or whether
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.
• 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 specific 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 specific types of
healthcare environments and situations.

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.

Alliance for a Logo Design


Green When AGRA asked us to

design a new logo, they asked
us to use the map of Africa.
Alliance for a Green Revolution in Africa
Growing prosperity in Africa.
Growing prosperity in Africa.

Revolution in Incorporating a map was not

our recommendation, however,
in the end, they did select a
Growing prosperity in Africa.

Alliance for a Green Revolution in Africa

Alliance for a Green Revolution in Africa

Alliance for a
Green Revolution in Africa

Africa (AGRA)
logo design which contained
the continent of Africa. Below 5. 6. 7. 8.
are other options which were a. AGRA a.
a. AGRA a.

presented to the client. The

POWELL TATE IS WORKING WITH THE ALLIANCE for a logo works well in both 2-color,
Green Revolution in Africa (AGRA) to coordinate 1-color and reversed.

Growing prosperity in Africa. Growing prosperity.

communications and advocacy efforts in the United

States, Canada, Europe and on the African continent. c.

AGRA is focused on food security issues in Africa and is Alliance for a Green Revolution in Africa
Alliance for a Green Revolution in Africa
Alliance for a Alliance for a

providing smallholder farmers in 13 nations with improved Green Revolution in Africa Green Revolution
in Africa

seeds and soil inputs, research, training, markets policies,

and innovative financing to increase their agricultural
productivity and income. AGRA is based in Nairobi, Kenya
and is chaired by former UN Secretary General Kofi 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 officials 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
profile and reputation within important multilateral
development institutions, and its presence at
development-related summit meetings and conferences.

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



How can Africa cocope
with climate change?
Ask a seed breeder
Former U.S. Senator
George McGovern
McGovern calls
CASSUALLTIES We have designed a wide array of collateral for AGRA for which they have received
on AGRA-supported

Africa’s Green
e hundreds
For hundr eds of m climate
millions of people in Africa, clim lowering
mate change is not about low wering
international accolades. They new ‘face’ of the organization has helped enhance
Revolution taking rroot:
oot: emissions
smoke stack emis ssions or turning off
turning of
ff electric lig
ghts. It is about whether or not
ot they
Reports fr
om the field
will have enough to
t eat. P P.3
their overall mission on a global scale. Despite the sparsity of imagery and
differences in time zone (making communications difficult at time), we feel proud of
J LY 2010

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.

Council on brand identity
We designed a logo and web site

Education 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.
TODAY’S GI BILL Veterans. We wanted to give this
program a distinct look as well as
convey a feeling of patriotism
with building a brand and launching a Web site that would serve
without looking cliche or
as a resource for service members and veterans eligible for institutional. The logo was
Post-9/11 educational benefits. The site needed to reflect the developed to work in both a
seriousness of their service and reinforce the message that these vertical and horizontal format.
benefits are earned, not a hand-out. Our design studio designed
a site beloved by the client and visiting veterans alike, .
To increase traffic 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.

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
flyer, 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,, which more than
one million students and caring adults look to for college-going

material development
We’ve created a vast array of
materials for ACE’s KnowHow2Go
campaign, for both national and
local affiliates, 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 affiliates 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.

Research Identity and Style Guide
RIVERSIDE RESEARCH INSTITUTE ASKED Powell Tate to take a Riverside Research’s new brand was outlined

broad look at their organization in terms of overall brand identity carefully in the Brand Guidelines. The styleguide
including design and development of a corporate narrative. A contained logo and font usage, templates,
little known organization, RRI was engaged in a variety of photography recommendations and corporate
projects for the government and intelligence community. As a messaging for tailored for key audiences
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 Melinda Smith
Business Executive to President


which were found to be most highly regarded by clients and PHONE:


other stakeholders within the organization. 1400 KEY BLVD, STE 1200, ARLINGTON VA 22209

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 final 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 final logo
incorporates a ‘lens’ element, symbolizing clarity and insight. 15059 CONFERENCE CENTER DRIVE | SUITE 110 | CHANTILLY VA 20151

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.

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.

POWELL TATE WORKED WITH the Prevention Research
Centers (PRC) Program to create visual and verbal
standards that support a unified approach to branding and
communication. Through its 37 centers housed at prestigious
medical schools and schools of public health, the PRC
Program has made significant 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 flexible 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.

PRC Program Brochure

In addition to providing the PRC with new
design standards and templates for their various
program offices, we designed and produced
specific collateral for the PRC Program Office.
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.

Elizabeth Glaser
Pediatric AIDS campaign logo
Strong brands are characterized

Foundation by distinctive and memorable

logos. Join the Moment is a
campaign to fight against
mother-to-child HIV
transmission. The logo was
THE ELIZABETH GLASER PEDIATRIC AIDS FOUNDATION is a designed to appeal to a target
nonprofit that seeks to eradicate pediatric AIDS through audience (mothers aged 35-50)
research, advocacy, and prevention and treatment programs. to be reflective of the issue, to
Weber Shandwick collaborated with the Foundation to design work effectively in conjunction
Join the Moment, a campaign with a call to action to create a with the The Elizabeth Glaser
generation free of HIV. Through Join the Moment, the Foundation (echoing floral
Foundation is re-engaging past supporters and inviting new organic shapes and colors used
audiences to hear the story of its founder, Elizabeth Glaser, and in the EGPAF logo). The success
in this logo is that it goes beyond
join the Foundation’s efforts.
good aesthetics to be a
Weber Shandwick designed the campaign brand and
distinctive mark based on the
developed key messages, event signage and brochures to campaign’s key objectives.
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, 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 20-
year 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 specifics for colors, fonts, and the relationship to be maintained
between the Join the Moment logo and the Foundation’s logo.

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.

Good ideas are growing

Council for 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 Good ideas are growing

Good ideas are growing Good ideas are growing

options that were presented for

consideration before a final logo
(below) was developed.

CBI ASKED US TO PROVIDE their organization with a new
brand identity. They wanted their new brand to reflect the Good ideas are growing Good ideas are growing Good ideas are growing
three key areas of sustainability on which they were
focusing their outreach efforts: water, fuel and food. They as are g are growin are growin sa
re growin
de as as

Good idea

Good ide
Good ide

Good i

also wanted to capitalize on the brand equity established

or water
or food

or fuel
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
• 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)

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.

We designed and
maintained CBI’s
interactive website.