Ideas That

Alter Perception
01 / 02 /
Why We Are Who We Are

03 / 04 / 05 /
What We Do How We Do It Our Work

2/ Section Title Jacob Tyler Capabilities

 We deliver creative
experiences and marketing
strategies that amplify
your brand’s reach, breed
customer loyalty – and boost
your bottom line.

4/ Section Title Jacob Tyler Capabilities

01 /
At Jacob Tyler, we generate
ideas that alter perception.

Why We Are
Fueled by the desire to make a lasting impact, we
create experiences that change the way people
interact with brands – and with each other.
We challenge status quo to improve the way people
live and work.

We are creators.
We are artists and strategists.
We are developers, designers and project managers.
We are wordsmiths, marketers and campaign managers.
We are passionate and loyal.
We are inspired.

We are Jacob Tyler — a full-service, award-winning

brand communications agency and your partner
throughout your brand journey.

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Our Clients
Here are some featured clients we have been proud to
partner with and help build their brands.

Biotech & Life Sciences The Sporting Club National Institute on Drug Abuse
Novartis Total Woman Gym & Day Spa Project Wildlife
Ossur Americas Ronald McDonald House
Hospitality & Leisure
MEPS Real-Time San Diego Aircraft Carrier Museum
Balboa Park
NuVasive, Inc. San Diego Italian Film Festival
Flagship Cruises
Ritter Pharmaceuticals San Diego Symphony
Four Seasons Hotel Las Vegas
RMA Genetics Special Olympics
Four Seasons Resort Punta Mita
Safety Syringes OASIS San Diego
Hotel 71 Chicago
SeaSpine United Through Reading
Knight & Carver
YMCA
Consumer Goods Mondrian International
Blink Energy Water San Diego International Airport Professional Services
Chef Marcela Rubios Coastal Grill Ahern Insurance
DuChateau Floors Sycuan Resort Benefit Pro Insurance Services
Hotspring Spas Terranea Resort Carrier Johnson
Lamkin Golf Grips Club Tesoro CoMerge
Milwaukee Motorcycle Viejas Casino & Resort Dewitt Company
Clothing Company Palazzo Hotel Las Vegas H.G. Fenton Company
Soundcast Venetian Hotel Las Vegas JBS International
Carnosyn The Ken Blanchard Companies
Wings-N-Things
Gryphon Connect
La Costa Limousine
Education
Financial Services
Art of Problem Solving Technology
California Coast Credit Union
AT&T
First Bank of Beverly Hills Bridgepoint Education
Audit Micro Controls
Sovereign Capital Management Fransiscan School of Theology
Avista
Tax Products Group Platt College
Gryphon Connect
Torrey Cove Advisors Point Loma Nazarene University
Leidos
Vibra Bank Sally Ride Science
Lucidiom
Stockholm School of Economics
MaxLinear
Health, Beauty & Fitness US University
Minerva
Active Network
Omnitracs
Allstar Fitness Nonprofit Organizations
Qualcomm
Body By O Boys & Girls Clubs of Greater
San Diego Solekai Systems
Circadia
Downtown San Diego Partnership Sony
iTan
Hubbs-SeaWorld Spledger
Spa Velia
Research Institute Tactical Edge
Stroller Strides
McCallum Theatre

8/ Why We Are Jacob Tyler Capabilities

02 / After 18 years in business,
we know who we are,

Who We Are
where we’ve been and where
we’re going.
We’ve worked with clients large and small across
a variety of industries. Our clients keep coming
back because they trust us to make strategic
recommendations rooted in research, experience,
innovation and creativity. Additionally we know
that talent and tools are not enough to deliver an
outstanding agency experience. Instead, building
strong relationships drives us. We don’t just want to
be your agency – we want to be part of your team.

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 Our Story
People often ask me where our agency’s name
came from. The name itself – Jacob Tyler – is
named after my son, Jacob Tyler Kollegian. But
the inspiration for the brand that Jacob Tyler has
become, began at a clothing store in Grand Central
Station in New York City.
Let me rewind.
In the late 90s, I left a job as the creative director
at a large agency to test the waters for new
The inspiration I took from my
experience at Kenneth Cole in those
early days in New York became the
heart and soul of the Jacob Tyler brand.
opportunities. While searching for a new job, I
started to do some consulting work. To legitimize
my new business, I registered the domain name
“Vivid Commerce” to host my portfolio, figuring
it made sense for a graphic designer that had
a strong interactive design and development
background– though I hadn’t really given it
much thought.
Most of my clients at the time – large firms I had
connections with from my agency work and referrals
from friends – happened to be on the East Coast,
mostly in New York City. So I often flew east from
San Diego to work with them (in no small part
because my “office” in San Diego at the time was my
bedroom and my business attire consisted of boxer
shorts and tee shirts).
From a wardrobe standpoint, I was chronically
unprepared for New York. I never packed enough
clothes. During many of my trips, I had to extend
my stay and the last thing I had time to do was
laundry. Knowing I couldn’t go back to the office in
the same dirty shirt and tie yet again, I decided to
buy some clothes on the way to the office. Wearing
the previous day’s outfit, I took the train to Grand
Central Station and walked into the Kenneth Cole
store… luckily they opened at 8am. I bought a
12 / Who We Are
brand new shirt and tie, changed clothes in the
fitting room and went off to work.
It became a routine.
Soon I was in Kenneth Cole up to three times a
week, picking up new outfits. I was making decent
money at the time, so had some “disposable”
income but I kept going back because the clothes
were reasonably priced, I thought they looked
great on and the customer service was impeccable,
always greeting me by name.
Eventually, they had multiple outfits,
pressed and ready to wear, for me
to choose from every morning –
whether I showed up or not.
By 2003, my “consulting” business
was taking off and my son was
about to be born. We had decided
to name him Jacob Tyler, and I
decided to rebrand my company
with the same name. Of course I
loved the name itself – I had chosen
it for my son – but it also reminded
me of Kenneth Cole, a brand I wanted the Jacob
Tyler brand to emulate.
Whenever I left that Kenneth Cole store, I felt
and looked great. I wanted Jacob Tyler’s clients
to feel the same way. I wanted Jacob Tyler to
be the Kenneth Cole of graphic design. Like
Kenneth Cole, at Jacob Tyler, we provide a great
customer experience and top-quality products at a
reasonable price.
The inspiration I took from my experience at
Kenneth Cole in those early days in New York
became the heart and soul of the Jacob Tyler brand.
And really, that’s what a brand is – a living, breathing
thing. It’s your organization’s culture. It’s the people.
It’s what you deliver and how you deliver it. It’s
something you live every day.
The name Jacob Tyler and our visual representation
embody our brand and agency. They communicate
who we are and what we’re about. But it’s our
culture that defines us. For more than a decade,
we’ve cultivated our brand and grown with it, but
have never lost sight of those early principles I
learned from Kenneth Cole.
Jacob Tyler Capabilities
 “
Great creative does not build
great relationships.
Great relationships build
great creative.
”
– Robert Soloman

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03 / We create, nurture and grow
brands that engage and excite.

What We Do
Whether it’s a new logo, website, collateral or a full
fledged marketing and advertising campaign, we
create excitement around your brand — launch of the
Apple watch level excitement.

Our talented creative team of designers, user-

experience developers, marketers, wordsmiths
and branding pros create cutting-edge design and
marketing concepts that are opinion changing, action
driving – and ultimately effective brand movements.
Through years of experience, we’ve learned that
innovation, flexibility and a solid strategy are key
ingredients for every successful brand.

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Capabilities
Brand Strategy Digital Strategy
Insight + Research User Experience
Successful brands require thoughtful, disciplined Technology is constantly evolving, and your brand
and creative strategies to move them forward. Our must evolve with it to remain successful.
extensive analytical and strategic methodologies We ensure that your brand anticipates what’s
provide a strong foundation to build a unique next and remains relevant. We monitor your
brand experience that will drive results for digital presence and implement a flawless user
your business. experience that increases engagement with every
click, tap or swipe.
Services:
Positioning Technical Audit Services:
Messaging Brand Architecture Brand Wireframes Statistics Analytics
Market Research Standards Guide User Interface Prototyping

Brand Tone + Voice Focus Groups Site Architecture Customer Journey

Competitive Analysis Brand + Product Naming User Flows Information Architecture

Brand Audit Brand Style Guide User Testing Content Strategy

Visual Communications Design + Development

Visual communication is paramount to your brand’s
success. Be it logos, signage, packaging or digital
displays, We craft eye-catching designs across
all mediums that engage, excite and ensure your
brand’s message is communicated with a
single glance.
With a mobile first mentality for the front-end,
and a flawless CMS on the back-end, our award
winning websites put our customers first.
We create intuitive, simple, and engaging
experiences for all users, on any screen size – and
from any device.

Services: Services:
Logos & Corporate Annual Reports Web Design CMS
Identity Outdoor Advertising Online Marketing Online Advertising
Environmental Graphics Advertising Campaigns Email Marketing eCommerce
Packaging Systems Direct Marketing SEO Mobile Apps
Marketing Campaigns Media Planning Responsive Development Video Direction
Printed Collateral Content Writing & Editing
Tradeshow Booths Photography Direction

18 / What We Do Jacob Tyler Capabilities

04 / Your success is our success,
and we love what we do.

How We Do It
Our office space buzzes with energy born of creative
juices and rocket-fuel coffee. We’re constantly
collaborating and challenging each other. We’re
always a step ahead of the next trend, in a perpetual
state of growth. And we love the journey.

Creating great brands, however, takes more than just

talent – it takes a deep understanding of the brand
itself. Jacob Tyler performs an extensive discovery
process for each project. Like a method actor
preparing for a role, our team completely immerses
themselves in your brand and your culture. We won’t
touch a single pixel, write a single word or suggest a
single tactic until we understand your business as if it
were our own.

This process allows us to determine the goals of your

brand and develop strategies to achieve them. It also
helps us forge lasting partnerships with clients. Our
culture is rooted in this team philosophy. We win as a
team or we don’t win at all.

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Our Process
OUR PROCESS
Discovering the path before Brand + Digital Process
At Jacob Tyler we believe every brand has a unique
embarking on the journey.
story to tell. Your story drives your every marketing
and creative move for a strong brand and digital
strategy. We start by exploring the primary
challenges for your business or industry to develop
cutting-edge solutions through a strategic process
where we will discover, plan, build, and launch
a custom tailored brand experience to grow
your business.
22 / How We Do It
With roots in both traditional and interactive, we
build brands from the ground up. However, we
understand launching cross-platform campaigns
may require specialized skill sets. For a more
customized approach, Jacob Tyler will hand
select a team of experts and trusted partners
for additional support throughout the process
including digital search engine marketing and
back-end technical support for a complete and
focused campaign strategy.
Jacob Tyler Capabilities
Brand Strategy
We develop successful brands by creating detailed and impactful solutions that reflect the visual soul of your business.

Insight + Research - Body By O Visual Communication - Avista Technologies

Discover + Plan Build + Launch

A A B

Key Materials
A. Brand Standards Guide
B. Brand Architecture
C. Competitive Analysis
D. Design Inspiration

Key Materials
A. Business Suite
B. Shirt Embroidery
C. Collateral
B

24 / How We Do It Jacob Tyler Capabilities

Digital Strategy
Our interactive team creates user experiences that engage, excite and get results.
We’re early adopters of new technologies, and we ensure your business stays ahead of the latest trends.

User Experience - JBS Design + Development - California Coast Credit Union

Discover + Plan Build + Launch

B A A
Key Materials
A. Responsive Website
B. Website Style Guide

D Key Materials
A. Sitemap
B. Brand Architecture
C. Wireframes
D. Website

26 / How We Do It Jacob Tyler Capabilities

 We win as a team or
we don’t win at all.

28 / Section Title Jacob Tyler Capabilities

05 / Stay focused.
Trim the fat. Everyone thinks they are innovative.

Our Work
Everyone thinks they offer solutions. Kick clichés to
the curb and focus on exactly what you want to solve
for your specific audience. That’s how we can help
your business grow… and after 18+ years in business,
we’re really great at it. Below are services that we
provide to help our client partners grow and thrive.
Don’t worry… don’t see what you’re looking for? We
have great local partners that can help and we’re
happy to make a recommendation.

30 / Section Title Jacob Tyler Capabilities

Hensel Phelps
Helping build a legacy.

Services Provided
Overview Digital Strategy
Site Architecture
How do you position a beloved company
with a stellar portfolio of work? You start Web Design + Development

by making them look great. Hensel Phelps Copywriting

is one of the most respected large-scale Brand Identity Design
builders in the country, with a long history
of building landmark properties. But their Key Materials
online presence simply didn’t match their A. Wireframes
real world work – until they met us. B. Website
C. Photography
The Jacob Tyler team worked closely with
the Hensel Phelps team to refresh their
existing brand and messaging, develop an
intuitive website and create an eye-catching
visual experience that put the company’s
portfolio on center stage.

User Experience
We started by creating a U/X blueprint that
would make navigation simple, movement B
intuitive and locating information effortless. A
The UX strategy informed our design and
messaging strategies and was built around Wireframes
the client’s needs and project goals.

Solution
We worked within the structure of Hensel
Phelps existing brand messaging – Plan.
Build. Manage. – to create dynamic web
copy that was easy to digest, easy to
comprehend and moved the user to read
on. We developed and implemented a
messaging hierarchy and content strategy
that told an engaging story – and made it
simple to find the right information at the
right time.

32 / Our Work Jacob Tyler Capabilities

iTan B A

Getting our shine on.

Overview
iTAN is an award-winning retail health and
beauty salon, specializing in UV-based and
spray tanning, as well as a variety of spa Services Provided
services, like hydro-massage and teeth Brand Strategy
whitening. Its first store opened in 2001, Corporate Identity
but as the business grew, it moved to a
Advertising & Media Buying
franchise business model, expanding
Photography Direction
the iTAN brand throughout all of San
Diego County.
Digital Strategy
Email Marketing
Challenge Web Design + Development
Online Marketing
As is often the case with a franchise-based
organization, iTAN found their brand was
Key Materials
becoming increasingly fragmented across
A. Logo
its many independently operated locations.
Without consistency in how brand B. Website, Email, Social

messages were being disseminated at the C. Advertising

retail store level, their identity was suffering D. Photography
and consumer loyalty was low. E. Menu

Solution
To pull the brand together, we revamped C

their web presence, designed their in-store E

experience with collateral and signage, and
launched an entirely new menu, upping
offerings to a higher value for a lifetime
customer. We generated a comprehensive
tool kit for franchisees to manage the iTAN
brand for the long-term, and handled the
grand openings for new stores as they
opened. As brand cohesion began to
develop, we elevated iTAN’s value above its
competition, we set our sights
on driving total revenue through new
iCLUB memberships.

34 / Our Work Jacob Tyler Capabilities

Gryphon A

Services Provided
Love the connection. Brand Strategy
Advertising & Media Buying
Copywriting

Overview Digital Strategy

Gryphon offers a wireless router that Email Marketing
helps parents protect their children from Web Design + Development
harmful content – and protect their home
Online Marketing
network from intrusion. The system includes
Mobile App UX
a powerful network-based protection
platform in an elegant, high-performance
Key Materials
WiFi router system, a simple to use App,
A. Product Packaging
and machine learning that will continuously
B. Advertising
improve the system’s functionality over
C. Landing Page
time. The company tapped Jacob Tyler
to help design and launch their flagship D. Mobile App UX
product with a campaign that included E. Email/Social Media Graphics
packaging design, a landing page,
copywriting, social media and more.

Challenge
Since Gryphon was an entirely new brand,
the company needed a way to get the word
out to its target audience.

Solution C D
Jacob Tyler developed a series of landing
pages focused on specific product benefits
to increase conversion based on consumer
needs. The packaging design embodies
Gryphon’s unique product design and
overall visual identity.

36 / Our Work Jacob Tyler Capabilities

YMCA A

Services Provided
Rebranding a community. Brand Strategy
Copywriting
Corporate Identity

Overview Digital Strategy

When we had the chance to rebrand a 173- Web Design + Development
year old organization online, we jumped Online Marketing
at it. The San Diego County YMCA needed
an efficient way to engage its growing and Key Materials
increasingly diverse audience – including
A. Website & eCommerce
online purchasing. We answered the call,
B. Print Collateral
building an intuitive cyber experience and
C. Style Guide
eCommerce presence for the YMCA’s 17
D. Photography
San Diego County locations.
E. Videography
F. Email Template Design
Challenge
In the digital age, engaging with customers
requires being where – and when – they are.

Solution
Our device-agnostic design created a
seamless online experience across all
B C
devices from mobile to desktop that made
it simple for the YMCA to stay connected to
its members 24/7.

Launching 17 online stores simultaneously

is downright thrilling. We pulled it off, and
the results were eye-opening with online
sales doubling almost immediately.

38 / Our Work Jacob Tyler Capabilities

 B

NuVasive Services Provided

Brand Strategy

Innovative Brand to fit an Corporate Identity

Printed Collateral
innovative company. Advertising Campaigns

Overview Digital Strategy

Site Architecture
A growing leader in its industry,
Web Design + Development
NuVasive® is a state-of-the-art medical
device manufacturer that is changing the
Key Materials
landscape of major spine surgery forever.
A. Logo
Their technological advancements and
B. Website
procedures are literally getting people off
C. Business Suite
the operating table and back on their feet
with amazing results faster than D. Brochure and Packaging
ever imagined. E. Advertising

Challenge
As NuVasive® expanded their business
around the world and set a goal of reaching
$1 billion in revenue, their CEO felt that the A
existing brand identity felt stale and didn’t
reflect their fast growth and position in the
marketplace. They wanted a brand to better
speak to their innovation, as well as their
explosive growth and competitive edge.
C

Solution
When a company like NuVasive® is built on a D
solid foundation of continuously innovating,
its brand must reflect this passion. We worked
side-by-side with their leadership to build a
dynamic brand that would be just as smart
and forward thinking as, and better connect
with the people who will utilize their products
(surgeons) and benefit from their procedures
(patients). We began with a brand identity
refresh, which included a brand standards
guide, associated collateral, signage, and
website design and development. Ultimately,
we extended our work to envelope their
community-focused “The Better Way Back”
program, their charity, NuVasive Spine
Foundation™, and SOLAS, a support initiative
for surgeons. Each of these efforts now feed back into the larger umbrella of NuVasive®, collectively
strengthening the story of who NuVasive® is and why they are a valuable spine solution leader.

40 / Our Work Jacob Tyler Capabilities

Carnosyn Services Provided
Brand Strategy

Bigger, Faster, Stronger. Copywriting

Brand Identity Design
Advertising Design
Video Direction & Production

Overview
Digital Strategy
CarnoSyn®, a patented beta-alanine
Web Design + Development
supplement that helps athletes reach peak
Social Media Campaign
performance, has been a crucial ingredient
Adwords
in sports nutrition formulas for years – but it
had never been marketed as a product. The
Key Materials
brand’s parent company NAI tapped Jacob
A. Landing Page Campaigns
Tyler to introduce CarnoSyn® to the world.
B. Social Media Graphics
C. Educational Videos
Digital Campaign D. Display Advertising
Jacob Tyler serves as an integrated design
and marketing partner, working closely
with the CarnoSyn® team. Together, we
produced multiple digital campaigns that
included website landing pages, message
development, video production, media
buying strategies and a robust social media
A B C
campaign. Each campaign was focused on
educating the fitness enthusiast and athlete
audience on the benefits, uses and proper
dosing of CarnoSyn®, and generating leads
for retailers that sell the product as part of
their sports nutrition formulas.
The campaigns were wildly successful,
making CarnoSyn® a known name in the
fitness world.

Results
Increased average website visits per
day from 90 to 2,200 visits per day
with 71% of traffic being first time visits
to CarnoSyn.com.

Generated over 1,280,000 video views of

educational content with an average View
Through Rate of 32% (Average TrueView
VTR are between 5% to 10%).

Improved View through rate of TrueView to

50%+ which lowered Cost per View down
to an average between $.03 -$.04.

42 / Our Work Jacob Tyler Capabilities

Over 100 Awards in 18 Years
Here’s just a few.
CREATIVITY INTERNATIONAL
AWARDS SILVER
Spledger
CREATIVITY INTERNATIONAL
AWARDS BRONZE
Co-Merge
SUMMIT INTERNATIONAL
AWARDS (SIA) SILVER
JBS International
SUMMIT INTERNATIONAL
AWARDS (SIA) SILVER
Carrier Johnson + Culture
CREDIT UNION NATIONAL
ASSOCIATION (CUNA)
DIAMOND AWARD
California Coast Credit Union
HERMES AWARDS:
GOLD WEBSITE DESIGN
California Coast Credit Union
HERMES AWARDS: PLATINUM
WEBSITE DESIGN
JBS International
HERMES AWARDS: PLATINUM
WEBSITE DESIGN
Carrier Johnson + Culture
GRAPHIC DESIGN USA:
AMERICAN WEB DESIGN
AWARD: WEBSITE DESIGN
Carrier Johnson + Culture
INTERNET ADVERTISING
COMPETITION (IAC):
WEBSITE DESIGN
Best Home Building Website
(H.G. Fenton)
44 / Our Work
INTERNET ADVERTISING HERMES CREATIVE
COMPETITION (IAC): GOLD AWARD WINNER
WEBSITE DESIGN Avista Technologies - Integrated
Outstanding Government Website Marketing/Company Branding
(Tactical Edge)
BRONZE ADDY
INTERACTIVE MEDIA AWARD AWARD WINNER
BEST IN CLASS: CORPORATE Melody by Soundcast - “Go Places”
WEBSITE DESIGN Integrated National Campaign
Professional Services
(JBS International) GRAPHIC DESIGN USA -
AMERICAN WEB
AMERICAN ADVERTISING DESIGN AWARD
AWARD: WEBSITE DESIGN Downtown San Diego Partnerships
San Diego International
Airport Website GRAPHIC DESIGN USA
-AMERICAN PACKAGE
CREATIVITY 44 DESIGN AWARD
PLATINUM WINNER Melody by Soundcast
Bridgepoint Education -
“A Year in Review” Digital CREATIVITY 43
Annual Report SILVER WINNER
AIGA San Diego Y17
CREATIVITY 44 Design Conference
GOLD WINNER
Ken Blanchard - “Results Through CREATIVITY 43 SILVER WINNER
People” Website, B2B
Downtown San Diego Partnership
CREATIVITY 44
GOLD WINNER
CREATIVITY 43 BRONZE ADDY
Sally Ride Science - “Bringing HONORABLE MENTION
AWARD WINNER
Science to Life” Website, Public
Out of Africa Wild Animal Park AIGA San Diego Y17
Service or Non-Profit
Design Conference
HERMES CREATIVE
HERMES CREATIVE PLATINUM
PLATINUM AWARD 30TH ANNUAL HEALTHCARE
AWARD WINNER
Lamkin Grips Website ADVERTISING AWARDS
Ken Blanchard - B2B
MERIT WINNER
Product Website
SILVER ADDY AWARD WINNER The Better Way Back - “I’m Back”
Websense - “Operation Spearphish” Total Advertising Campaign
HERMES CREATIVE PLATINUM
Lead Generation Campaign
AWARD WINNER
WEBAWARDS: ASSOCIATIONS
Bridgepoint Education -
STANDARD OF EXCELLENCE
“A Year in Review” E-Annual Report BRONZE ADDY AWARD WINNER
United Through Reading 2011
Sony - “Back to School” Tablet
Annual Report
Apps for Vaio
Jacob Tyler Capabilities
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46 / Section Title Jacob Tyler Capabilities

Stop by anytime.
6863 Friars Road, Suite 101 /
San Diego, CA 92108 /
619.379.0007 /
www.jacobtyler.com

48 / Section Title Jacob Tyler Capabilities