The separate page titles "branding" and "marketing" might seem to indicate branding and marketing are separate destinations. The fact is that they are a continuum, two halves of the same whole. Think of branding as development of a unique identity; marketing is using that brand consistently and continuously. The result is a unique voice that people recognize and remember.

Portfolio

1. Carroll Enterprises is the parent corporation of a number of flourishing companies. An identity to link the family of companies, without compromising the individual brands.

2. Island Phone wanted their image to reflect a joyful, relaxed, tropical lifestyle. For the business cards, employees.

3. Frost Manufacturing Corporation is a third-generation company, 100+ years old. Their re-branding called for a logo that reflected their lengthy history and traditional values. While their colors were selected to counter the 'cool' name, their marketing plan used it as a hook.

4. Richard R. Clark, photographer had a unique logo that needed to be converted from an artists sketch to a digital format for 2-color printing in various sizes.

5-6. How do logos happen? After discussing the client's goals for the logo, the product or service, audience, and the market, several concepts for logos are designed. Pieces of several concepts may appear in the final design.

7. Nashoba Valley Medical Center has a clear brand established by the parent company in Tennessee. Shropshire Ichton expanded the branding through brochures, posters, pamphlets and advertising.

8. First Night Worcester is another client with historical branding. Shropshire Ichton adapted the brand to the new theme "Time Flies," for the 2007 campaign including buttons, banners, bus signs, counter cards, and art for collateral pieces.

9. Billy Goat Beanery wanted an invigorating, natural, and creative feel for imprinting on coffee bags, labels and coffee cups.

the talented team and other studio details

work in progress

odds and ends

The Art of Branding

Business communicating should be a highly disciplined process, with well-thought strategies and objectives. Whether your company is multi-personal, speaking with many voices, or you are singular in your efforts, you must work to create your own voice -- your special identity -- your unique brand.

Finding that voice is crucial. The importance of communication in business is now beyond dispute. Never before has communication been so widely acknowledged as one of the most significant functions of day-to-day business operations. Your company's ability to communicate with impact and resonance is crucial to it's success. Truly the business of business may be communications itself.

Processing information is what we do, and we ask ourselves, "How well do we do it, and how can we do it better for you?".

Corporate Image vs Corporate Reality

You must begin by asking the right questions.

• What are we?

• What are we like?

• What have we got to sell?

• What have we got to say?

The answers to these questions become the foundation for your communications program. Just as we have evolved and changed, so to should your imagery. Never loosing sight of what makes you recognizable from the beginning.

What you are as a company should dictate your presentation. Done properly and with foundation, you will achieve a certain level of taste. Review your communications. Is your message on target? Does your company reflect itself properly through it's advertising and collateral efforts? If not, it may be time to resilver the mirror.

Corporate Image: A corporate image is the impact and personality with which the company is perceived.

Every business entity -- company, institution, government -- is seen and perceived by its publics -- customers, clients, business associates, investors or shareholders, and the neighbors in the communities in which they do business. A positive and consistent view of your company's image can be a powerful force in shaping people's attitudes and actions.

A positive and consistent view of your company's image can be a powerful force in shaping people's attitudes and actions.

Corporate Branding: Branding is simply the tool used to create and build an image.

An identity program is a planned application of the chosen elements: a single graphic, or, may a complex combination of logo, logotype, colors, tag line, theme song, and other communication vehicles.

Good Copy, Good Graphics

It is not hard to hire a great designer. What is hard is knowing how to use them effectively, to your advantage. Whether the work is done in-house or outside, what sets good communication apart is a sensitivity to use writers, illustrators, photographers and designers, not as magicians but as management oriented craftsmen able to conceive and execute particular ways of meeting your business objectives.

Top Management Involvement

The minimum requirement of your company's communications effectiveness is the involvement of top management. Your concern and participation are mandatory. Communications design (like design in general) is crucial to your company's success. Perhaps your ideas and visions are not understood throughout the company. Until it is, it will need support from the top.

In combination with your broad concepts and attention to the execution of fine detail, it is paramount for management to stay vigilant in making sure your company's voice resonates loud and clear.

Through the involvement and understanding of top management, we work in partnership to deliver your company's message with clarity, imagination and passion.