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Case Studies » Print Studies |
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Client
Enovation Graphics Systems, Inc.
Project Description
Enovation Graphics, a Fuji Company, is a distributor to the printing
industry that sells equipment such as proofing systems, CTP platemakers,
inks, consumables, and more. Getting the word out to those who most need
it has been a problem because researching the subject takes time - and
not all printers have the time to do the necessary investigation. CBD
was asked to create a newsletter to address this problem, as well as
promote specific product lines.
Our Solution
CBD developed a quarterly newsletter called “Entelligence” (a
wordplay on the company name, with twin connotations of high “IQ” and “inside
information.”) The first issue, which was circulated in the Southern
California region, proved so successful, that the corporate office in
Chicago picked up the concept and made the newsletter a national publication.
"Energy,” the newsletter’s new name, is now circulated
to Enovation’s 43 offices nationwide, as a marketing and sales
tool for its representatives. CBD developed the newsletter to have a
unique
style - instead of presenting products and lines in a catalog “for
sale” format, we addressed the problem of potential readership
by developing a newsletter that spoke to printers’ greatest interest – namely,
the rapid pace of change in the industry. Energy profiles industry trends
and presents equipment and supplies as solutions, rather than sale items.
Working with several Enovation suppliers and company representatives,
we researched topics, then developed articles about new technology and
equipment. We worked with manufacturer-supplied photographs to showcase
them in a technology-themed environment to complement the articles.
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Client
Mellano
Project Description
Mellano is a Los Angeles based flower wholesaler. In early 2003 they
created a new line of decorative Christmas holiday products such as
garlands, door charms and bouquets. With an upcoming trade show, they
wanted an innovative way to market them to major retailers such as
Lowe’s and Home Depot. The project was to be traditional, yet
dynamic, with a consistent look within the product line.
Our Solution
We started with a traditional, classic holly design in black, set against
a deep Christmas red to create a striking yet simple effect. Descriptive
text for each product was then reversed out of the red field to give
it maximum visibility. Included in our package were labels for each
product, individual product tags, display boxes, an 80” display
booth design, and banner art for trade shows.
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Client
California State University, Long Beach
Project Description
California State University Long Beach is a campus of approximately 30,000
students. Many are here from other countries and other regions of the
USA. In addition to the students, there are many visitors to the campus.
The campus is divided into four areas (North, South, East and Center)
and needed maps for each area. The university desired a directory system
to guide people to the shortest route to their destinations, as well
as provide basic information about the campus.
Our Solution
We worked with a local architect and the university’s transportation
department, and designed a series of color coded maps which highlighted
buildings, other facilities, and walkways. Designed in 12 spot colors,
the maps were screened onto the kiosks that are located in a dozen or
so easily accessible areas all over the campus. The dotted lines are
walkways – approved paths – which indicate the shortest route
to a destination, and also help guide visitors away from gardens. The
Master map includes all of the individual area maps and the entire campus.
The result is a pleasing color scheme, designed to enhance the beauty
of the campus, as well as provide needed functionality in navigating
the grounds. The system has been in use at the site for many years, and
has proven itself in both regards.
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Client
Dr. Steven Pakiz
Project Description
After ten years, Dr. Pakiz expanded his practice, with an innovative
new approach to dentistry that includes massage and relaxation techniques.
The soothing and professional atmosphere helps to create an overall
mood of well-being, bringing trust and confidence to a field usually
categorized by anxiety.
Goal of Project
To introduce the new practices and services to existing customers and
a new clientele. The target audience is upscale and affluent, and less
dependent on insurance for dental care.
Our Solution
We began with a new logo to reflect the professional, upscale and tranquil
approach of the practice. The design incorporates a theme of “healing
hands,” since both the dentistry and massage aspects rely on their
hands to treat patients. Subtle colors and flowing, “new age” design
are utilized to appeal to the target audience. Pakiz was very pleased
with the designs and has since incorporated them into newspaper advertising
and outdoor banners at his building. He is also considering a quarterly
newsletter in this vein.
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Client
Congresswoman Hilda L. Solis
Background
The office of the Congresswoman retained CBD in early 2002 to design
and produce a series of full-color newsletters for the district’s
constituents. Each newsletter was to have a different look, reflecting
the various topics and audiences each issue dealt with, such as economy,
environment and seniors issues.
Our Solution
Since that time we have produced five such communications devices, each
dealing with a different area of interest. These have included general
government news, seniors issues, the environment, workplace issues
and government appropriations.
The newsletters have been produced on an irregular schedule during this
time, due to budgetary constraints and the Congresswoman’s staff’s
schedules. The seniors newsletter was mailed in July 2003 and the environment
and appropriations newsletters were mailed in early September.
To produce the newsletters, CBD works directly with the Congresswoman’s
staff in Washington D.C. and Los Angeles. The Congressional staff provides
a first draft of text and photographs. CBD creates a unique design for
the newsletter, edits the text for grammar and spelling, and then creates
a draft layout of the edition, sizing text and photos to fit, and determining
the importance and placement of each story. The Congressional staff reviews
the draft, contributing suggestions to the design and layout, as well
as story updates and edits, in a process that takes several weeks of
conversations. Proofs are delivered primarily via e-mailed pdf (portable
document format) files. When the Congresswoman signs off on the issue,
it is submitted to Congressional franking, which determines whether the
publication meets federal guidelines, and makes revisions based on those
laws. After final revisions and franking’s approval, CBD shepherds
the edition through the printing process for completion.
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Client
Bernie Jones, Realtor, Equity Brokers
Background
Jones, a prominent Long Beach Realtor, was producing monthly mailers
through a company in Whittier, taking the time and expense of driving
there to personally take care of all details in each issue. Despite that,
his mailers did not separate him from the crowd of Realtors that represents
properties in his upscale portion of the city.
Our Solution
Jones saw our newsletter in a local Chamber of Commerce publication,
which advertised our firm and its printing and mailing partners. He
realized our "one-stop" marketing approach could save him
time and improve his image.
Jones’ market focus is higher-end homes in nicer
areas. We redesigned his mailers to reflect not only the properties’ value,
but also his personal experience in marketing them.
Using photographs of the properties he sells, as well as stock photography
of luxury home furnishings, we created a set of customized pieces. The
mailers were printed as masters, with space for a monthly photo and message.
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Client
Seaside Printing
Project
Advertising campaign
Background
Seaside is a 95-year-old, mid-size printing company located in Long
Beach, CA. They have a strong client base, but are looking to expand
their business, particularly to corporate size organizations. They
have done almost no advertising in the past, relying on long-term relationships
and word of mouth to generate new business. CBD works with Seaside
on a regular basis, and was called in to participate in a series of
marketing meetings. One of the goals of the marketing efforts was to
create a series of ads to be used in business-to-business communications.
In those meetings, the Seaside staff related both their future goals,
as well as their desire to represent their family history and personalized
customer service approach.
Our Solution
CBD was able to balance the corporate outlook with Seaside=s family-like
operation by creating a series of ads that maintain a simple, elegant
design, with copy that stresses the strong customer service and personal
relationship style with which they do business. The ads rely on clever
headlines (such as APressing Concerns?@ and AA 95-Year Run@) and a
generous use of white space to draw the targeted readers to photographs
of professionals in the print industry and a small block of clean,
sans serif copy. The copy makes the connection between high-quality
service and the personalized approach to their business. A brief tagline
is offset Photographs include both members of the Seaside staff and
stock photography. The images of printers are actual employees at the
company. Those of the customer service representatives are stock photography.
This decision was made jointly by Seaside and CBD, based primarily
on Seaside's desire to appear corporate sized. It was believed that
using recognizable CSRs in the ads would indicate to customers the
actual size of the staff.
The advertisements are currently being run in the local Chamber of
Commerce publication, on the Chamber's web site and via direct mail
campaigns.
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Client
Leadership Long Beach
This brochure was honored by the Community Leadership Association,
an international organization that promotes leadership programs, with
the Grand Overall Award for a Special Event Promotion in its 2004 Resource
Competition.
The brochure was designed for a leadership conference, “Purposeful
Leadership – Navigating the Oceans of Possibilities,” hosted
by Leadership Long Beach (LLB), a local leadership organization. The
conference was sponsored by the California Association of Leadership
Programs (CALP).
Leadership Long Beach came to CBD with just a few days before the
brochure was scheduled to be mailed. In previous years, they had mailed
invitations and brochures that were simply text on pages. In 2004 they
merely intended for us to add some clip art. But we just couldn’t
let the mailer go out like that. Since we were performing the work
at a discount, due to their non-profit status, we asked LLB to trust
us. Their printer, Seaside Printing of Long Beach, was also discounting
their work, and told us to prepare the art in four-color process, giving
us additional design freedom.
Designer Adrienne Sweetser created the piece, which combines imagery
of The Queen Mary and the city of Long Beach with custom-designed,
nautically themed graphics to support the conference theme. The full-color,
four-panel fold out received immediate praise from LLB, CALP and recipients
throughout the state of California.
Following the conference, Leadership Long Beach entered the brochure
in a design competition sponsored by the Community Leadership Association
(CLA). This is a non-profit organization, founded in 1979, dedicated
to nurturing leadership in communities throughout the United States
and internationally. Currently CLA has 402 member organizations around
the world. The brochure was judged the best in overall impact and technical
excellence.
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