Work
Client Showcase: Danville Development Corp.
With all the digital this and digital that on our plates, it’s easy to lose touch with your roots in this business.
Thankfully, there’s still a need for print advertising, because making a new two-page spread for a client is the kind of assignment that brings you back — to Earth, and to the reasons you got into advertising in the first place.
Our client Danville Development Corp. of Salt Lake City manages 15 well cared for properties for low income seniors and people with disabilities. The Danville team also helps people navigate the HUD application process and find a comfortable home for their retirement years. Therefore, we chose to step away from the typical product features approach you see in ads in this category and focus instead on the brand benefits.
As for the choice to run print, Danville’s prospects use the web like everyone else (and this ad drives people to the web), but the media buy here recognizes that searching Google is not the end all and be all for every product or service, nor for every audience.
The new ad will run in Seniors Blue Book, a pub that reaches 150,000 people via its printed Utah edition.
Client Showcase: American Crew c/o Karsh\Hagan
When the context is right, I like to say things like, “Every company is a media company,” or “Media is a marketing service today.” Thankfully, I also get to live these maxims — a fact that conveniently turns them from new media platitudes into tangible case studies.
For instance, last spring, Karsh\Hagan in Denver hired me to write a series of lifestyle articles for their client American Crew. The first batch of articles are now beginning to appear on AmericanCrew.com, where men go for grooming advice.
Visitors to AmericanCrew.com can now pick up few more tips while online…about where to vacation, how to talk to a stylist and get the perfect haircut, and which films to watch with their girlfriend, just to name a few.
Given that lifestyle content is my specialty and a passion, I have to say, I’m thrilled to be working on this on-going project. “Paid, owned and earned media” is another call to action for brands today, and for those who help brands achieve their communications objectives. I came up on paid and migrated to owned, where I’ve been for a good five years.
I think it is worth noting that the owned media space is the ultimate venue for branding. This point tends to get lost in the shuffle for digital supremacy, which is a problem. When making an ad campaign for the paid media channel, the content of the campaign is meant to interrupt people. Content that lives on a brand’s site, or social media page, is another story — it doesn’t interrupt (via a clever headline or striking image), it attracts (thanks to its utility or entertainment value).
Client Showcase: Danville Development Corporation
I love helping companies perfect their brand identity. And I feel strongly that brand identity is fundamental to the marketing plan, for everything flows from the brand. In other words, it’s critical to get the brand right, so good things can come a client’s way.
To get the brand right is no small task, as you might imagine. First, a client has to recognize the need for an upgrade, and it’s easier said than done. Take our client Danville Development. The company was founded in 1979 and doing just fine with its original identity. Right?
Here’s the company’s new identity:
It is our job, and privilege, to help Danville Development express its true self today. And we needed a new brand identity to properly do that.
As she has done many times before, Omaha-based designer Cathy Solarana came up with a look and feel that communicates a powerful visual message, one that instantly evokes home, safety and wellness (all key brand attributes).
Client Showcase: Danville Children’s Medical Center
After many months of concentrated effort, I’m pleased to announce the launch of DanvilleChildrens.com, the new website for the new Tucson-based health care brand.
As you might imagine, creating a children’s hospital brand from scratch comes with unique challenges and requirements. For one, the brand needs to be highly inviting to children, even though parents and medical professionals are the primary audience. Online especially, the trick is to strike a balance between clinical information and approachability.
Thankfully, Bonehook worked with some outstanding partners on this project. Let me thank them again here:
Web Dev: Corporate 3 Design
Design: Cathy Solarana
Illustrations: Anke Weckmann
Naturally, our Danville Children’s clients were also deeply engaged in this project from the get go. I thank them for trusting us to execute this vision for the site and the brand, in general. What started 16 months ago with the creation of the hospital’s brand identity, has blossomed into a full scale identity launch that includes print and collateral materials, event marketing materials, branded merchandise, interior design and now digital. Email marketing, social media marketing and more to come…
Client Showcase: Bonneville Power Administration
Portland agency, ID Branding, recently hired me to write copy for their client, Bonneville Power Administration. Bonneville supplies power to many smaller utilities in the Pacific Northwest and also provides energy efficient programming to their partners to help curb the region’s use of electricity.
Between now and next July, there’s a big push to get commercial lighting switched out to the latest, most efficient bulbs and ballasts. Bonneville created two concurrent year-long campaigns–one targeting lighting contractors and the other directed at end users who lease or own warehouse, retail and/or office space.
Here’s a look at a few of the direct mail post cards (front only) that will be going out:
Here’s a program overview piece that lighting contractors will deliver in a packet to their prospects and commercial customers:
The campaign also includes regular email updates, Web updates, leave-behinds for the contractors to use, a July-to-July calendar with key dates and more.
I worked closely with Sarah Cline and Josh Berger from ID’s design team and with Matt Neupert from the account team on this project.
Client Showcase: Danville Services Corporation
Danville Services Corporation provides a full range of residential and day program support services for people with disabilities. Since 1986, the Salt Lake City-based company has been quietly going about its business, offering an extraordinary level of care to its clients.
Today, Danvile operates in four western states, and the company’s newly refreshed Website provides a lens into the rewarding work Danville does in each market.
“We developed the new site to speak directly to all the success stories that happen in this business, and in this industry, each and every day,” says Bill Woolston, CEO of Danville Services.
Woolston adds, “For many years, we’ve relied on word-of-mouth to get the word out about our services and that’s worked well for us. But today a lot of word of mouth happens online, so we’re taking steps to adjust to the changes in the culture.”
Several members of the Danville team were fundamental to the success of this project and I’m grateful for their hard work and dedication to this project.
Corporate 3 Design in Omaha and photographer Matt Loel T. Hepworth of Salt Lake City also “brought the house” and I thank them.
Client Showcase: ProtoShare
Last fall when Bonehook started working with ProtoShare, a Portland-based software as a service (SaaS) company, it was strictly a copy job, but that changed as the company decided to invest in its brand.
Now, with the help of Christie McKenzie and her firm Electro Art, ProtoShare has a brand new brand identity.
After:
Before:
The rebranding initiative comes after parent company, Site9, announced the expansion of their executive team and the release of ProtoShare 3.8.
“We’re very excited about the progress we have made over the past two years,” said CEO Andrew Mottaz. “ProtoShare is a highly evolved product and it’s time that our image caught up with the rest of the application.”
Client Showcase: Danville Children’s Medical Center
At the beginning of the year, Bonehook was tasked with creating a new brand identity for Danville Children’s Medical Center, a new long term care hospital for children due to open in Tucson, Arizona this year.
Danville Services Corporation, the hospital’s parent company, has a wealth of good will and brand equity in Tucson health care circles thanks to years of service in the market. We needed to borrow some brand equity while clearly identifying what the Danville Children’s brand means, what it looks like and feels like and what it says to people upon first, second and third contact.
Here’s the new hospital logo:
And this is how it rolls out in a business card:
The graphic you see on the back of the business card, we plan to use in a mural inside the hospital.
Our task in building this new brand is to be child-friendly, caring and down to earth. At the same time, Danville Children’s is a hospital brand, so it needs to evoke trust, wellness, and a deep sense of professionalism in a family-centered environment, supported with expertise and state-of-the-art equipment.
Designer: Cathy Solarana
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