About

Gunning Labs What the Heck is Brand Building?

Crafty Communications Consulting
Every company, product, service or
There’s something missing from marketing, communications, even non-profit organization has a
and design today. Somewhere in our rush to increased brand. Brands are not just for selling
cars and clothing and food; brands
productivity and the self-publishing revolution we forgot how
carry a strong message about who
to have fun. The simple joy of a great idea simply stated and
you are, and why people should care.
well-executed. Well, we’re taking it back, and giving it to you.
Most importantly, your brand is not
your logo.
We’re makers, thinkers, writers, dreamers, designers and
most of all...doers. We have the obsessive need to create and Your brand is the unconscious
communicate. Creating makes us happy. Creating with others emotional response of your
makes us even happier. Showing off what we made together? existing and potential customers
Bliss. Let us work with you and you’ll feel it too. to your name. It’s that simple.

What do we make? Brands. Of course a good brand needs a Your brand is what everyone else
good identity, compelling messages, and the right materials to thinks of you and what you offer,
deliver your message through effective channels. In short, it’s whatever it is. What a relief! It’s not
all about smart design and simple, effective messaging. even something you can control, so
why worry–right?
We’ve managed community feedback strategies for thousands
of people. We have produced compelling presentations One reason.
for executives to win $500 million architectural projects.
Designing, writing and managing content for major website Your brand is also the only thing
launches? Done. We’ve even whipped up some clever t-shirts your customers can use as a guide
to making decisions about you.
for local charities. The scale of the effort isn’t a challenge for
So whatever image your potential
us. Successfully communicating with the target audience –
customers have of you, it is all you
whoever they may be – is what we love, and what we do best.
can count on. Every exchange you
have with them will be based on this
Gunning Labs has a penchant for diverse perspectives. We one assumption.
hold national awards for design, patents for innovation, and
a relentless curiosity about the future. We are as apt to solve Wouldn’t it be nice if that assumption
your problem with an idea as with an object. What we build was positive?
together will work, and we’ll have fun building it with you.
 Case Study: NewBoFest
Identity & Promotions
Identity
2011 ADDY Gold winner
2011

Cedar Rapids, IA – 2011

Cedar

handouts The Challenge

The annual New Bohemia Street
Faire is entered its fifth year, and has
changed. More events, a conference
on “Making Ideas Happen” and a
shift in name from New Bohemia
Street Faire to NewBoFest (.com).

The Solution
First we rebuilt the identity to be
a compact and high-contrast
mark that is easily recognized
and replicated. Next we applied a
revised type-centric approach with
nods to hand-set lettering and the
feel of a silk-screened or letter-
press handmade image. A narrow

N ai format was selected for the posters,

and 6 variations were created to
promotional posters enable “poster bombing,” a big-city
th pt
d t
y Sunday
Se
approach to poster mosaics.
Saturda
The additional event posters are
Making Id a a n
ds
, the soun
e flavors
Sampl e th e w ares, th
e vibe of o w a s most the same format, but follow color
awesom air. Creative Conference: Sept 2
and the ome-grown a
ec ectic
conventions based on type of
aciousne
ss Spend the day swapping stories inspiration
activity. All athletic events, for
hT
ew Bod

Run
ars of N ewBoFest.com with community leaders, entrepreneurs and
5

Mi DN IG
a instance, are yellow.
Ye

k N i n j ting
Celebra Weekend, 2011
. N creatives! ur goal is simple: celebrate great

night 5 ay Sept 2
ay ideas take them from kthunk to kerblammo!
Labor D

Midnt starts : Frid

wBo” R S R NewBoFest.com

titi n
h “Ne
searc
registere
d.com –
’ Celebrating 5 Years of New Bodaciousness
The Result
etme apids
Eve egister www.g dar R 0 am -
Labor Day Weekend, 2011. NewBoFest.com The final component was a credit-
in Ce 1 pm
Pre-R
ja h ij in x
Sat $:15S e p t
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A slew er Midnig
ht 5k!
at 8:3
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starts Quad-Pull S mia
fi r s t- ev
is tra ti o n
h ted ” s tart a
t 11:1
tr e e t S E , New Bohe information, a schedule and a map.
e -d ay R 25e g W e ig
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rd Sn e s s at
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Midnig Including
n ts
“Best-
o f New
Boda est.courmsauce, rub, or sm
B o
Do F es yo e ba co n event posters The posters were well-received
Years 11. New th
bring home
Ev e

b ra ting 5 k e nd, 2
0 it takes to
cio us ne ss and drew crowds over Labor Day
Ce le W e e w Bo da
to y o u
b y :
Labo
r Day
Celebratin
g5 Years of Ne
2011 NewB
oFest.com weekend, 2011.
Weekend,
n te d
p re se

La bo r Da y

new “fest” identity

 Case Study: GoTodCo Branding
Website & Business Cards
Wausau, WI – 2013

The Challenge
Todd Nienow is a craftsman who
loves to take care of his customers.
He’s also obsessive about
material, quality, and cost-effective
solutions. He needed a website
and a business card that spoke to
all of his customers, from simple
home maintenance to high-end
renovations. But it also needed to
sound and look like Todd.

The Solution
We started with logo and identity
exploration, collaborating with Todd
closely on what he liked and felt
communicated “Todd-ness” best.
Something timeless, playful, rugged
and reliable... like a Tonka truck.

The website is designed and

built with the WordPress content
management system, so Todd can
maintain it himself.

The cards have one side that speaks

to finish, material, and his range.
The other is Todd’s ubiquitous
yellow legal pad, for taking notes
directly on the card.

The Result
Todd has found his customers very
responsive to his website and cards,
and more excited about the ideas he
suggests since upgrading his brand.
 “I am not easily impressed but every once in a while someone or something comes along
and knocks my socks off. Gunning
Labs is truly the type
community needs – WOW! We couldn’t do this parking launch without them! I am truly in awe.”
– Vanessa Rogers, Vice-President, Cedar Rapids Downtown District
pay station with parking signs
close-up of final sign designs
of creative
entrepreneur
this
that Case Study: Park Cedar Rapids
Program Launch Components
Cedar Rapids, IA – 2011
The Challenge
With less than 8 weeks remaining
before the planned implementation
of the new meterless parking
program for downtown Cedar
Rapids, Park CR needed some
solutions for signage and the
program roll-out...fast.
The Solution
Gunning Labs worked with local
signage designers to prototype
a series of affordable signage
replacement for the existing meter
heads. By working directly with the
implementation team at Park CR a
simple off-the shelf clamp system
was devised for installation. Facing
these clamps are twin heavy-gauge
aluminum flags faced with screen-
program roll-out brochure
printed reflective sign material. The
total cost of each was 1/10th of
signs quoted by national companies.
The Result
Flags were installed on-time
and drastically under budget.
Accompanying brochures with a
caricatured “Luke” pay station,
incorporated a Luke usage guide, a
handy map of pay station locations,
and 10 fun facts about using Luke.
Even the weather cooperated for
the press conference where all the
final parking signage showing assembly pieces were unveiled.
 Case Study: Kirkwood College
Cedar Hall
Computer Kiosks

Cedar Rapids, IA – 2011

The Challenge
When Kirkwood Community College
added on to the core of their campus
they created a connection between
the new Cedar Hall and the rest of
the campus with a sweeping glass
face and a dynamic student-centered
social space designed by OPN
Architects. As a way to extend the
schools’ brand and to introduce the
various departments within the new
space, OPN recommended “skinned”
computer stations for student use in
the common space.

The Solution
Brian Gunning worked with the OPN
and Kirkwood staff to find the words
and images to connect the dots.

Three cafe-height kiosks hold

6 computers and represent 5
departments and Kirkwood itself.
These steel-framed units are covered
in a commercial-class vinyl printed
with dye-based color-safe inks
provided by MDC Wallcoverings.

The Results
Departments have requested the
graphics and messages be integrated
into their materials at the college, and
the kiosks themselves are in daily
use. The colors work with the interior
palette, and work well with the space
all 6 of the individual faces are shown here from their actual final artwork; final kiosks match exactly use. Win, win, win.

tap handles in the tasting room
12-pack packaging for a variety pack
the badges are historic and irreverent
Case Study: Tyranena Brewing Company
Branding, Packaging, etc.
6-pack packaging supports variety
Madison, WI – 1999 to present
The Challenge
Based in Lake Mills, Wisconsin,
the Tyranena Brewing Company
was a completely fresh start-
up organization in the center of
Wisconsin with big plans, but no
identity to speak of...until they met
Scott Roberts and Brian Gunning.
The Solution
Lake Mills is home to a surprising
number of crazy legends. From the
ancient structures at the bottom of
the lake to the mysterious mounds
left by forgotten tribes, it’s a story-
teller’s paradise. This was the
concept presented by Scott and
Brian that Tyranena’s owner was
drawn to. “Legendary.”
The Result
Initial designs for posters, tap-
handles, packaging, labels, apparel,
coasters, table-tents, signage and
vehicle wrap were completed in the
first 18 months of work by Scott and
Brian, for which they won a series of
industry awards.
Over the next 10 years Scott would
work directly with the owner to
establish dozens of new flavors and
stories to entertain the Tyranena
fans, evolving the brand into
legendary wink and a smile.

detailed Photoshop render of potential Canoe House Cafe mobile kitchen
front side of fun paper model #2
panels open to reveal a cute kitchen
Case Study: Canoe House Foodtruck
Conceptual Design for
Sandra & John Hudson
Iowa City, IA – 2011
The Challenge
Sandra Hudson has a dream. She
wants to see the University of Iowa’s
WPA-era Canoe House brought
back to life as a bridge between the
University and Iowa City.
Sandra came to Gunning Labs
looking for a fun way to promote
the venue for meetings, theatre,
VIP receptions, and rental by the
community. The hardest part was
planning the building’s food service
while anticipating further floods.
The Solution
Clad in a skin built from photos of
the actual Canoe House, The Canoe
House Cafe is a mobile gourmet
kitchen on a mission. Its primary
function is to provide mobile food
service and promotion for the
Canoe House. Secondly, the truck
is available to chefs in Iowa City
looking to try out their ideas. It is
t a
t
h D
and i
a rolling laboratory and promotion
ad
MN
I
event all by itself.
9 LAB
d e s ig n e d b y :
9 LAB
The Result
3 1 9 | 4 2 3 | 9 L A B ig o t a n id e a @ n in e lig h t la b s .c o m
I MN
We provided the Hudsons with
some fun paper models and a
ad
and i h
D t
a t
tak
n tak
n
tak
n
detailed Photoshop model to further
their initiative. At this time, however,
the University isn’t biting, which is
our first concept, The Ice Box paper model too bad...it sounded tasty to us.
 Case Study: Linn County
Options Building
Lobby Installation

Cedar Rapids, IA – 2011

The Challenge
The Linn County Options building,
designed by OPN Architects, has a
long lobby planned for super-sized
art installation. Working with the
staff and the Country Supervisors,
Brian Gunning designed several
approaches to illustrating the
building’s purpose.

The Solution
Grant Wood’s Journey of Life is the
resulting installation. It illustrates the
phases of a person’s life in context
with their community. The images
were researched and chosen based
on both thematic appropriateness
and copyright permissions.

The Result
At 9’ tall and 8’ wide, people will see
Grant Wood’s work as not even Mr.
Wood had. Every brush stroke, every
nuance of color choice, it’s all here.

the silhouette above is 5’ 10” for scale example

 Case Study: Linn County Services Building
Interior Signage

Cedar Rapids, IA – 2011

The Challenge
Following the Great Flood of 2008,
Cedar Rapids and Linn County
restructured and repositioned their
services throughout Cedar Rapids.
In some cases, reusing classic civic
architecture with all-new interiors.
Providing ADA-compliant, cost-
effective and intuitive signage and
wayfinding for their “Services”
building was an unusual challenge.

The Solution
Since the new structure had two
un-related facades, a pattern from
the polished terrazzo floors was
used as a unifying architectural
shape for all signage. A color-coded
directory and matching overhead
and room signage was used to
assist with wayfinding, Automated
digital signage in the lobby displays
the day’s meetings and events, as
well as the time, date, and weather.
All signs are ADA compliant, and
durable enough for daily use.

The Result
Good signage is the dialog between
a building and its user. The Linn
County Services Building has a
distinct and easy to understand
voice that is consistent, usable, and
very easy to understand for its 250+
daily visitors.
 “You simply
cannot miss that sign. You can see it from
the front
door,
it’s very arnegie-Stout Public
C
powerful. The colors bring the whole space together too.”
Library
– Susan Henricks, Library Director
Teen Zone Signage

Dubuque, IA – 2011

cardboard mock-up, completed in 2 hours final installed sign, unlit

The Challenge
Carnegie Stout Public Library
in Dubuque, Iowa, underwent a
complete transformation when OPN
Architects renovated their library.
The young readers section needed
signage. As OPN’s Marketing
Director, Brian Gunning worked with
their staff to find a solution.

The Solution
An initial exploration into a new
identity for the space triggered a
basic brand audit. It was decided
that the existing equity required
reuse of the original name, with a
modernized style.

Several large circular elements

existed in the new library design,
including the counter space in The
Teen Zone itself. Basic but modern
lighting and hip font choices kept
the process streamlined.

The Result
At 4’ wide and 2’ tall, the three
layers of 1/4” aluminum float off the
wall with a 9’ curved radius. 150
LED lights blast out from inside the
sign, giving the entrance a sleek
high-tech appearance.

The new sign is highly energy

original signage final sign, powered efficient and offers many years of
daily use without maintenance.
 Case Study: Kirkwood Hotel Signage
Interior & Exterior

Cedar Rapids, IA – 2010

room numbers lobby signage

The Challenge
Tying together the existing Kirkwood
signage standards with the new
hotel’s interior design. Working with
supplied hotel identity elements to
improve exterior signage, creating
highly visible and iconic landmarks.

The Solution
Interior signage was designed
using the Kirkwood type and size
standards as specified by the
school. Material choices, however,
echo the primary purpose and
materials of the building’s culinary
program.

Exterior signage explorations reuse

the interior signage brushed metal
while incorporating the Hotel identity
designed by Kirkwood Marketing.
The specified font is proportionally
thickened to increase readability and
lower costs.

The Result
Interior signage for the building
is complete and has been well
received. Simple functional touches,
such as the braille and sign-holders,
integrate seamlessly.

Exterior signage options are being

estimated and await final decisions
proposed monument proposed vertical channel letters by the Kirkwood administration.