OPCO | brand development & design

OPCO

BRAND DEVELOPMENT & IMPLEMENTATION

concepts | branding | digital | print | collateral

Operating Partners Collective (OPCO) is a network of financial executives with expertise spanning strategy, operations,
product and business development. Their niche is primarily capital markets services, technology, and infrastructure.

The executives had a brand development need based off an initial logo.
I clearly defined their brand, as “Catalyzing Outcomes,” which articulates their niche in the industry.
The strategy was rolled out across print and digital components.

A few key words which make OPCO stand out:
execution/implementation, outcomes, success, focused (capital markets)

Concept Presentation

Concept A: “Catalyzing Outcomes” is unique to OPCO’s brand positioning. I introduced the ascending line to show the acceleration, growth, and outcomes OPCO brings its’ clients. The ascension gives OPCO an advantage rather than using a ‘flat’ or horizontal line.

The ascending line is different and shakes up the traditional. It creates a “bridge” between the traditional and the new/younger companies.

Concept B: This concept with the linking ‘O’s represents the implementation, execution, engagement, relationships, and bandwidth that enables OPCO to stand out from other consultants and boutique agencies. The linking ‘O’s also speak to OPCO’s industry focus.

Concept C: As mentioned in the first option, “Catalyzing Outcomes” is unique to OPCO’s brand positioning. These lines however, show accelerated/catalyzing outcomes using two vertical ascending lines. A different execution to show a similar concept. This also ‘stands up a client’ and allows you to keep in touch – from the start of your relationship. Slightly more ‘traditional’ or ‘expected’ than the Concept A, but still different.

Final Branded Elements: Business Cards, Letterhead, Proposal Template

Final Branded Elements: Powerpoint Pitch Deck

Final Branded Elements: Style Guide

QOR | digital design

QOR

EMAIL DESIGN

digital

The startup company, QOR began with a mens apparel line of about 70 performance pieces. They were designed for the athletic, adventure-seeking man that also lead a professional, well-put-together life. Whether commuting to work, train outdoors, he wanted practical, functional clothing with fashion-forward or office-appropriate style. There was a catalog and online presence for the brand.

I designed emails for QOR soon after they launched a small line of women’s apparel with the same focus.

Email Designs

Coldwater Creek | Event In A Box Campaign

COLDWATER CREEK

EVENT IN A BOX CAMPAIGN

digital | signage | print | collateral

Coldwater Creek was challenged to bring additional foot traffic into their stores. One solution was to have hosted events at the store. There were incentives for hosting a party, such as receiving a shirt and getting a store discount. The host could promote their own product, or just have a night out with multiple friends. Each store was asked to host 2 events a month.

My role was to create seasonal campaign templates for print and digital media. The host’s information could be plugged in as soon as the event request came in.

Research & Concept Presentation

I researched other retailers to see their in-store event collateral. Coldwater Creek’s campaign needed to continue the brand story while having a uniqueness that would stand out from the current in-store signage.

Final Email & Facebook Invitations

In-Store Signage

Printed Direct Mail, Gift Cards, and Handouts

Collette | map design & travel itineraries

COLLETTE

MAP DESIGN & TRAVEL ITINERARIES

concepts | collateral | digital | print

Collette is a travel company focused on delivering extraordinary worldwide travel experiences that enhance the lives of their guests and enrich communities where they give back. The Collette team creates several types of group tours their travelers can choose from. Classic tours, small group explorations, city stays, river cruises, faith journeys, and also private tours.

Tour Map Design

The main focus of my work with Collette has been designing a tour map for every tour they offer (the tours are updated yearly, and yes, there are a lot). I use mapping software in order to create accurate tour maps for the travelers. As I design the maps, I keep in mind that they will be used digitally (ie: landing page), as well as in print (ie: yearly Travel Guide). When the maps are finalized, I ensure they fit the needs of at least six different types of projects. They are an excellent visual aid for the traveler.

Digital Tour Itinerary

Once a traveler chooses an itinerary online, they are able to print it out. My challenge was to create a template which included a ‘letterhead’, tour name, pricing, photos of the location, general experience information, and then a detailed written itinerary with tour map (which I also designed).

The final template is a beautiful tour takeaway that stays true to Collette’s brand standards.

Tour Brochure Design

Tour brochures were printed in multiple sizes and frequently used by travel agents.

Group Travel Planner

The Travel Planner is a tool used by travel professionals complete with marketing information and helpful tools to use in planning. This yearly planner was updated with new photography and travel guidelines specific to Collette travelers.

CoCollSave

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k.e.g. property maintenance inc. | website design

K.E.G. PROPERTY MAINTENANCE

WEBSITE DESIGN

digital | art direction

K.E.G. Property Maintenance is a local, family-owned landscaping company which also sells natural mulch. Their natural mulch business has been around for several years, but more recently became popular because of a need for mulch with no added chemicals, making it safer for families and pets.

The website visitors are residential customers rather than commercial accounts. The new design included adding an e-commerce capability (including mulch calculator) to be able to order mulch and schedule delivery – which no one else in the area had been doing.

Not only did I design the website and polish the existing copy, I also shot most of the photography – from landscapes to mulch in order to have a consistent look and feel. The gallery before/after site images were supplied by the owner.

kegpm.com

Website Homepage

Speaking with the owner and doing my own research of landscape company websites, it was really important to show visually a before/after of the scope of work that could be done. A slide show takes a potential customer through several jobs. There are also customer reviews throughout the site to reinforce the quality of work. I also made sure the site would work well on all devices, especially phones.

E-commerce Landing Page & Other Services

Incorporating the e-commerce portion of the site was a great challenge. Not only would a customer choose a type of mulch or loam to order. I had to incorporate a calculator which figured out how many yards of material was needed. A very industry-specific request which I also learned a lot about.

J.L. Powell | Endangered Species Campaign

J.L. POWELL

ENDANGERED SPECIES DIGITAL & PRINT CAMPAIGN

concepts | print | digital

J.L. Powell was a luxury men’s apparel and accessory brand with a catalog and online presence. The average male customer age was 60 with an income of $200+. With a sporting lifestyle, he looked to J.L. Powell for handmade, one-of-a-kind technical and tactical items.

The Endangered Species Sale was an annual sale across both digital and print touchpoints. I concepted (including merchandise placement), designed, and produced the Endangered Species Sale catalog and Clearance insert. I also prepped the catalog and insert for printing, complete with retouching, and approved the online dbls with the printer.

For the digital channel – I developed the campaign of homepages, product thumbnails, and category headers to support the sale. Fun fact: The J.L. Powell customer did not respond to seeing faces on the models – so model shots were always cropped.

Digital Campaign Elements: Homepages, Product Thumbnails, Category Headers

Print Campaign Elements: Concepted & Designed Catalog Spreads with Clearance Insert

Chadwick’s | logo design & development

CHADWICK’S

LOGO DESIGN & DEVELOPMENT

Chadwick’s catalog brought women irresistible style at a smart price featuring the same casual, career, and women’s classic styles found in department stores. The target customer was 50+ woman. With a newly created apparel design studio, the apparel was designed to attract a younger woman, 30+. The goal to redesigning the Chadwick’s logo was to look fresh and sophisticated, an updated classic. After I designed the logo, I partnered with a Copywriter to update all of the creative touchpoints. This also included taking the apostrophe off the Chadwick’s name (which eventually came back).

Competitive Landscape & Initial Ideas

Background research on brands that have the same values. These brands also represent the Chadwick’s customer we wanted to attract.

Before & After – the Final Logo

Catalog Covers

Redesigned logo. I art-directed the photoshoots and designed the promotional type treatments.

Email & Website Header

Branded Elements

I designed the apparel labels, concepted & executed marketing campaigns with a Copywriter, and gift boxes.

Pythia Analytics | branding development & design

PYTHIA ANALYTICS, LLC.

BRAND DEVELOPMENT & IMPLEMENTATION

As a startup company, Pythia Analytics needed brand development for every touchpoint of the business. I wore all of the creative and strategic hats (with exception of writing website copy). This included the creation and implementation of products, partnering with and managing vendor relationships.

Pythia Analytics processed data that catalog companies required: marketing/house file database, data modeling, merge services. What made Pythia different is that it delivered a large measure of online interactive capability for a very good price. There is a customer portal where customers posted data, order reports, set up new marketing campaigns, and other interactive functionality. The target customers were small to medium size catalog and e-commerce direct to consumer companies. There were few competitors in this arena.

Concepting & Initial Logo Presentation

Flushing out the story begins with pencil & paper. Pythia refers to the priestess of the Oracle at Delphi in ancient Greece. Until I dove in to the history of Pythia and the importance of what it could show a client, the name was initially only important to the Principal of the company, not a selling feature. It’s a unique name that set Pythia apart from competitors – Clario, Tricision, Web Decisions, Datamann, InfoGroup.

In order to start concepting, we arrived at three strategic words the logo/brand would represent and tie back to the priestess: connectivity, growth, intelligence. All deliverables relate back to these three words.

Final Logo with Color Options

Website

The website functioned as a marketing device to use during initial conversations with potential clients. However, there was a Client Portal Login which would bring a client to a password protected server. I purposely kept the photography all black and white. It relates back to a digital connection, the rawness of data and spreadsheets. It also supports the importance of the copy, doesn’t distract from it.

Branded Elements: business cards, letterhead, excel spreadsheets, invoices

The owner loved the choice of having two different colored business cards. The green logo was used mostly on the Client Server. They were printed on 32 pt stock, so the card would really stick out from the competition. Other elements included letterhead, invoices, and excel spreadsheets.