Inhale The Complete
Creative Process.
Here's a project management course that shows pros from all walks of life how to efficiently create successful messages. This breath of fresh air brings you 36 years of hands-on experience from Andy Attiliis.
See the demo.


Opt-In Email
Marketing with ISFB's
Mary Gillen.
May 13-14, Alex, VA
Learn over 248 tips and techniques in this 2-day intensive, hands-on seminar.

Register now.


shorts
brand

Multitude of creative function ideas: creative direction, art direction, writing, design, illustration, corporate identification and Web development.



ideasite home page
dot_clear.gif
subscribe to ideas by email
dot_clear.gif
place ads
dot_clear.gif
contact us

dot_clear.gif








Make the best of an unavoidable subsidiary brand by taking a logical approach.
Once in a great while, legal or other circumstances can make straying from the established brand unavoidable. In such a situation, when your brand's identity can't be perfectly preserved, let logic dictate each aspect of the related initiative. Begin by making a checklist of all the original brand's components. This will help decide to what degree, if any, existing characteristics can be used.
         This sample is the result of an asociation creating an insurance company to provide high quality liability coverage for its member attorneys. While it was beneficial to point out the relationship, a clear distinction between the two entities was also necessary.
         Our logical checklist allowed for the association's original color and typefaces to remain in tact, but indicated that association's logo be dropped entirely. Instead, the signature had to be that of the insurance provider. The association's name also appeared, but in text type, much like a supporting theme line. As for the key visual, a simple approach was the best solution. Both ads and mailings featured a headline that visually paid off itself, eliminating the need to add another new graphic element.
         The overall impression of this piece, at first glance, is that it comes from the association. Then the insurance company's logo gets in the way ever so slightly until the copy can kick in to clarify this unexpected relationship.





Sometimes a brand's solution is standing right in front of us.
"It's important that the brochure shows me with a crowd of people", my client said. Timothy Conover is a corporate spokesperson who represents companies at events by weaving their message into his mystifying act. Now, how to move 16 people to absolutely adore him on film? My strategy was to hire a couple of seasoned professional models that could help set a professional mood for the rest of the crowd who are, in reality, Tim's very good friends and associates. As the project evolved, it soon became obvious that Tim, himself, was and would continue to be his own best possible branding solution. As we progressed on the brochure, it was an easy matter to reconfigure the key visual to also work nicely on business papers and an ad.We were even able to include the business card and label on the brochure's press run.

Total Ideas: 8
Showing: 7-8
<< Previous | Next >>



Site maintenance
and production is by Mary Gillen.
Site design is by Andy Attiliis.



IdeaSiteForBusiness.com (ISFB) is co-owned and developed by Mary Gillen and Andy Attiliis. All rights are reserved. No use of any content published on Idea Site for Business is allowed without the express written permission of the copyright holder. Disclaimer: ISFB is not liable or responsible for any offerings and / or claims made by advertisers, affiliates and other contributors appearing on this site. For more clarification, see Terms of Use

Useful Ideas for Creative Business People - Creative Ideas, Marketing Ideas and more Idea Site for Business - Creative Ideas, Marketing Ideas - How We Got Started Idea Site for Business - Creative Ideas, Marketing Ideas - How To Contact Us Receive Creative-Ideas-by-Email...free. Editor: Andy Attiliis, Co-Developer of Idea Site for Business. Receive Marketing-Ideas-by-Email...free. Editor: Mary Gillen, Co-Developer of Idea Site for Business. Creative Process - views on creative direction, art direction, design, illustration, writing, branding and the Web Message links on Idea Site for Business. 90 days of advertising for $69