September 21, 2016

FEATURED DESIGN PROJECT: Benefit Invitation Branding & Design

Filed under: Featured Design Project — Tags: , , , , , — lidia @ 10:00 am

RSSI Benefit Invitation Design

I worked with Renaissance Social Services (RSSI) to develop branding for their annual fundraising benefit event—which happens to be held right here in my West Loop neighborhood (at Wishbone Restaurant, one of my faves!) Our goal was to express their theme while getting across the organization’s important mission.

I designed the event logo, invitation, mailing envelope, reply card and envelope, and email graphics.

Buy tickets to the event on Sept. 26.

RSSI aims to find safe and secure housing for the men, women and families and to provide them with the services they’ll need to lead lives of health, dignity and stability.

April 4, 2016

A to Z of Branding: C is for client

Filed under: Branding — Tags: , — lidia @ 4:27 pm

A to Z of Branding: C is for client

C is for client

Branding is not based on what you think about your organization, but rather what your client thinks about it—from the moment they discover you through the experience of working with you.

This is why a “client first” approach to branding must be incorporated into all aspects of your marketing and outreach (i.e. logo/identity, marketing materials, website, social media, PR, client outreach and office/environment interaction).

In the words of Al Ries, a prominent author on branding: “The primary objective of a branding program is always the mind of the prospect.”

ACTIVITY: Take a look at your current marketing materials and ask yourself: am I speaking to my client, their unique problems or passions?

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

October 29, 2014

5 lessons learned at the 2014 Brand New Conference

Filed under: Branding,Creativity — Tags: , , , — lidia @ 10:00 am

2014 Brand New Cnference in chicago

I recently attended the Brand New Conference in Chicago, a 2-day event that focuses on corporate and brand identity.

In addition to having the best lanyards and stage set-up ever (see above), the conference shared branding wisdom from designers from around the world. In fact, the conference itself was a perfect example of branding at work.

5 lessons learned

  1. Use all of your experiences as influence for your work. (Lance Wyman)
  2. Craft is still important in design. (discussed by most of the speakers)
  3. Use your environment as inspiration. (Sebastian Padilla)
  4. Strategy and brand positioning are the foundation for design solutions. (Sol Sender)
  5. Use your skills to make an impact. (Justin Ahrens)

Heading to a conference soon? Read my tips for designing the perfect conference experience.

May 2, 2014

10-Minute Marketing: define your point of difference [WORKSHEET]

Filed under: 10-Minute Marketing — Tags: , , , , — lidia @ 10:00 am

10-Minute Marketing: define your point of differenceWhen I do branding consultations with clients, one of the most important—and enlightening—questions I ask is: What makes you different?

Also known as your point of difference (POD), it’s the product, service or value that you or your organization offers that sets you apart from your competition.

Knowing the answer to this makes your branding—and in turn, your marketing—much easier and more effective because you always have a reference point.

This week’s 10-Minute Marketing task:

Download and fill out my handy PDF worksheet “What is your point of difference?” 

Business Branding Tune-Up: What is your point of difference? [worksheet]

10-Minute Marketing is a weekly series featuring short, easy-to-accomplish marketing tasks. Follow along with past posts here.

March 21, 2014

10-Minute Marketing: write your positioning statement

Filed under: 10-Minute Marketing — Tags: , , , , — lidia @ 1:59 pm

10-Minute Marketing: write your positioning statementYour positioning statement, also known as your USP (unique selling point) tells people the “what” and “who” of your business.

It’s a crucial part of your branding and marketing. I refer to mine before doing any type of marketing outreach, i.e. drafting website copy, writing a blog post or planning a marketing campaign. It should be basic and straightforward, without any industry jargon.

Your positioning statement can be broken down into the following:

  1. Your unique service or product
  2. Who you provide it for

10-Minute Marketing task:

Write your positioning statement

Example:

  • Wharton Business School: The only business school that trains managers who are global, cross-functional, good leaders, and leveraged by technology. (via dummies.com)
  • typebaby: typebaby is a line of baby & kids apparel for urban parents that lets kids share their personality type through typography.

10-Minute Marketing is a weekly series featuring short, easy-to-accomplish marketing tasks. Follow along with past posts here.

February 5, 2014

Branding: what others say is more important than what you say.

Filed under: Branding — Tags: , , , — lidia @ 4:41 pm

Quote_Ries_outehr-say-brand

September 16, 2013

August 22, 2013

August 15, 2012

Featured project: Art Lakeview branding & promotional materials

Filed under: Featured Design Project,Local (Chicago) — Tags: , , , — lidia @ 10:26 am

Art Lakeview event brochure, postcard and social media logo

For the second year in a row, we worked with the Lakeview Chamber to create promotional materials for Art Lakeview: A Pop-Up Art Experience. This annual “strolling gallery” allows people to experience the Chicago neighborhood through local artwork: the artists hang their work in retail shops on Southport and Lincoln Avenues.

We created the branding for Art Lakeview last year, but this year’s promotional materials needed to be updated to reflect event changes. We designed an event brochure, postcard, poster, banner, print ad and artist cards, as well as a logo variation for social media use. See all the promotional materials here. One of the challenges was showing the artists’ work and corresponding retail locations in the event brochure without using an actual map.

The event was a success and brought many new visitors to the neighborhood.

April 27, 2011

Featured project: conference branding & collateral

Filed under: Featured Design Project — Tags: , , , , — lidia @ 6:13 pm

For the second year, we worked with BAI to create branding and collateral for their conference, BAI Payments Connect.

The challenge was not only to convey a complicated concept, but to clearly market three distinct conference tracks—all while standing out from other banking events. It also had to be flexible enough to be adapted to multiple print and online uses.

Our design utilized a simple graphic accented with three distinct colors—one for each track. The colors, as well as track icons, were used throughout the conference materials and onsite signage to assist conference attendees in finding their desired sessions.

Above: website creative, web banners; below: conference logo and track icons, PowerPoint template, conference guide