The Rogers Park Business Alliance has a few different City of Chicago Special Service Areas (SSAs) under its purview, including SSA #43. SSA #43 includes a good portion of Devon Avenue (a busy east/west street in Chicago) and a part of Western Avenue (the city's longest continuous street). SSA #43 wanted to develop a brand identity for the area and an ad campaign to draw people—city residents and tourists alike—to the businesses to boost the local economy and show off what Devon has to offer.
A brand is the way a company presents itself to outsiders: consumers, board members, partners, customers. A brand is used to identify one organization from another. And it's not just the logo—although that plays a significant part—a brand identity takes into consideration tone of copy, content, visual elements like fonts and images, and even fundamentals like the company's mission statement. Without a clear brand identity, organizations can sink in the sea of competition.
And even if a company has a brand identity, if the ideas that make up that identity only stay with the C-suite or with those in leadership, it's not being put to good use. An organization's brand needs to be communicated to all team members. The best way to do that effectively is to develop a brand guideline.
Brand guidelines are a set of standards that create a company's brand. It can be as long or as short as necessary—as long as all the essentials are present so that, as Shelby Clarke puts it, "every single person in your company . . . understand[s] both what the brand is, as well as how to implement it in the work they do." It can be a physical document or it can live digitally on an organization's collective drive, so long as every single employee knows how to access the guidelines.
Martha Weinfurter started NeuralBalance in 2008 to work with clients individually to achieve a balanced life using holistic tools. She has learned a variety of methods to help clients achieve a wholeness of being, including being trained in Brain Integration Technique and HeartMath. She also draws on her years of experience and background in nursing. The HeartMath Institute Research Center researches how the brain and the heart communicate and how that relates to the feeling states people can be in. Martha uses an individualized approach for every client, allowing each person to build emotional resilience in their own way.
We recently came across these amazing travel posters for faraway places like Kepler-16b, Enceladus, and Ceres.
I love the BBC. Not just for shows like Sherlock and Doctor Who, but also for comedy during Red Nose Day and intense dramas. The programming is smart and realistic and brilliant storytelling.
Last week, BBC Three, a part of the bigger British Broadcasting Company, released a new brand identity in preparation of becoming a fully-online channel in February. As might be expected, people weren't too pleased with the change. An article on Mashable shows how upset people got about the new logo.
When we take corporate headshots, either for branding, a website, or updating social media, the first question that's always asked is how to prepare. We think the answer is worth sharing—for our customers and for anyone stepping in front of the camera.
In the fall of 2013, the Rogers Park Business Alliance requested the design of a unique brand for their annual Harvest event. The brand identity we created communicates a family-oriented neighborhood festival with energy and diversity. A range of tactics were delivered, including banners, posters, flyers, and highly targeted direct mail.
Sparkfactor created a new brand for Howard Street as part of the “Hello Howard” campaign created for the Rogers Park Business Alliance. The mark needed to communicate not only “who” Howard Street was, but also what and where. The connection between pedestrian traffic and local commerce informed an opportunity to develop a brand mark reinforcing Howard Street’s role as a vital CTA connection point. A range of concepts were reviewed as part of design development, however, overwhelming response to the familiar visual elements of the color red (signifying the CTA’s Red Line), and the terminal marker point (nested circle) contributed to the nearly unanimous selection of the approved logo by RPBA stakeholders.
The Rogers Park Business Alliance enlisted Sparkfactor to create an integrated branding campaign for Howard Street. Primary objectives were to raise awareness and encourage participation in local commerce and recreation. The community had recently undergone major civic improvements, and sought to redefine itself with neighborhood residents and nearby communities as a revitalized commercial corridor. The “Say Hello to Howard” surprises, engages, and transforms expectations by personifying the Howard Street area. Candid portraits of local business owners bring to life the diversity and optimism of area entrepreneurs. The accompanying Howard Street identity paints a fresh, relevant picture of the Rogers Park neighborhood as clean, appealing, and accessible by transit. Phase one of the campaign rolled out in the summer of 2013 featuring events, social media activity, out-of-home and on-premise marketing.