Projects Archive - Page 2 of 3 - Creative Department

Cincinnati Zoo

Integrated Campaign

Saving species. And the world.

CHALLENGE: Create a campaign to inspire potential donors to give to the Cincinnati Zoo and Botanical Garden’s More Home to Roam $150 million capital campaign.

IDEA: Use storytelling and powerful imagery to captivate and educate audience on why giving would quite literally mean the world.

STORY: Launched in 2018 with a goal of $150 million, the Zoo’s More Home to Roam capital campaign will dramatically transform their animal habitats and expand.

Storytelling was needed to shine a light on the campaign’s greater importance: giving would truly mean the world.

A 44-page, oversized full-color brochure gave likely donors a fresh, close-up look at the Zoo, its mission, and the More Home to Roam campaign.

A rich color pallet and distinctive UV spot varnish underscored the power and beauty of the wildlife the Zoo works so hard to save.

An accompanying website reached a wider audience, providing strong messaging support with a quick way to donate.

Outdoor stressed the urgency of giving.

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Benken Garden Center

Brand Refresh | Campaign | Digital Design

Bringing new energy to a long-established garden center.

CHALLENGE: Breathe new life into a family-owned Cincinnati nursery in order to compete with big-box garden centers with volume-based, value-priced inventory.

IDEA: Modernize the Benken brand with a fresh, imaginative visual style and messaging, engaging both current customers as well as a broader, younger audience of plant enthusiasts.

STORY: Benken Florist & Garden Center is a Cincinnati institution. For almost 80 years, Benken has prided itself on quality and service, combined with a friendly, expert staff armed with a knowledge of plants and flowers unmatched in the city.

We helped Benken attract younger consumers through aggressive social media and a spirited attitude.

Seasonal changes provided clear opportunities for engaging messaging and product promotion.

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Ending the silence. Stopping the stigma.

Lindner Center of Hope

Integrated Campaign | Video

Raising awareness and $50 million.

CHALLENGE: Inspire donations to the Lindner Center of HOPE (LCOH), a national leader in mental health care and research, and help them reach their most ambitious goal ever – $50 million. And at the same time, lift the shroud of silence and stigma surrounding mental illness.

IDEA: Using powerful statistics, storytelling and imagery, captivate readers and viewers with a campaign developed around the concept of a “Silent Epidemic”.

STORY: The statistics are nothing short of staggering. Mental illness is the #1 health problem facing our nation, yet research and access to treatment are severely underfunded, the mental health system overburdened.

A 48-page full-color brochure revealed the breadth of the problem and asked for supporting donations.

The brochure alone has resulted in hundreds of thousands of dollars in donations, including a single donation of $250,000.

ChallengeofHope.org was launched to provide foundational messaging.

All communication, including :30 TV, print, radio, social media and murals throughout the city, directed people to the site, educating them on mental illness and the mission of LCOH. It also invited them to “Make Waves”, i.e., “sound waves”, by recording and sharing their stories on the site.

For the Center’s annual fundraising gala, a video told the emotionally gripping story of an LOCH patient.

The gala raised $3,721,000 in donations – the largest amount ever generated for a non-profit in Cincinnati by a single event.

Initially intended to run only once, the spot was so well-received the client continued running it locally for several months.

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EVA

Brand Identity

Making beautiful music together.

CHALLENGE: Help a Nashville-based online music booking startup find their distinctive voice with a strong brand and campaign materials in support of their launch.

IDEA: Celebrate EVA’s proprietary booking technology, but deliver the brand expression in a youthful, energetic way – reflecting the energy and passion of the company founders, and their commitment to ensuring event planners and artists never have to “go solo”.

STORY: EVA is a time-saving online technology that helps event planners find the right artist or act, depending upon genre and budget.

The company was founded by two recent college graduates – Channing Moreland and Makenzie Stokel. Both have fantastic energy, experience booking talent for college concerts and festivals, and a passion for professional entertainment.

Our tagline “Never go solo” stated our benefit to event planners.

The brand reflects the energy and passion of its owners.

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DCG Radio

Digital Design

Diversified Communication Group saw opportunity in a stronger digital presence. So we turned up the volume.

CHALLENGE: For more than 30 years, Diversified Communications Group (DCG) quietly provided radio communication for companies across America. But under new ownership, DCG wanted to increase the power in their digital communication, and grow awareness. These efforts will result in business growth.

IDEA: DCG wants to be known in their territory as the top provider of two-way radio communications solutions. For a small company, competing against major players, that’s a big ask. But our idea was to make DCG appear larger than they are through a website redesign and SEO.

STORY: Diversified Communications Group (DCG) is a high-quality two-way radio communication solutions company with over 30 years of experience serving clients in a wide variety of industries including aviation, healthcare, public safety, transportation, hospitality, and manufacturing. But their website didn’t communicate the strength and depth of the company.

Search engine optimization helped DCG’s campaign come through loud and clear.

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A TEN-MILE WORKOUT FOLLOWED BY A TEN-MINUTE CHAT WITH FRIENDS.

FITWORKS

Brand Identity | Campaign

The perfect fit for a struggling brand.

CHALLENGE: Over the years, competitive fitness operations have come and gone. FITWORKS, an exercise and fitness gym with multiple locations throughout Northern Kentucky and Ohio was in a fight against newer, sleeker, cheaper fitness chains. How could they compete with that? They needed real transformation, inside and out.

IDEA: We set out to unify their brand and messaging system-wide, and strengthen the core of what they do and why. We started with the concept at the heart of FITWORKS equity: “fitness works.” That simple truth became the foundation of all brand communication.

STORY: To help our client meet their business goals, we brought serious strategic and creative muscle to the assignment. The business target was middle-class adults who found fitness centers intimidating and were seeking a more welcoming and laidback alternative. They were looking for a supportive environment rather than the aggressive “no pain no gain” approach to fitness.

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CINCINNATI BENGALS

Integrated Campaign | Video

Claim your place in the Jungle.

CHALLENGE: The Cincinnati Bengals asked us to develop a campaign that promoted the irreplaceable experience of being at the game, in person, screaming your heads off at Paul Brown Stadium, rather than at home or at a bar. A campaign that would drive on-site attendance. That was the challenge the team gave us.

IDEA: The idea started with an insight: For players and coaches, it’s all about the game. The speed, strain and sweat, it’s 100% intense. You wallop somebody before they wallop you. But what about the fans? Shouldn’t their experience be just as intense as that of the players? (Short of walloping anyone, of course.) We needed a campaign that pulled fans from their couches and barstools, to claim their seat in The Jungle.

STORY: The Cincinnati Bengals enjoyed an era of success in the seasons between 2009 and 2013, winning their Division twice, and making the playoffs in 2009, 2011, 2012 and 2013. And the entire city, in addition to the team’s ownership and management, was excited about the team’s great run.

We’re proud that our support provided the foundation for the Bengals’ 50th anniversary season.

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HAAG-STREIT USA

Integrated Campaign | Video

Made in America makes a difference.

CHALLENGE: Reliance Medical chairs have long been known for their durability, stability, and unmatched quality. But many customers – mainly ophthalmologists and optometrists – were unaware that their products were manufactured in the U.S., using parts and materials from over 150 U.S. suppliers.

IDEA: Reliance chairs are built to support: not only patients, but also practices and – by creating U.S. jobs and using American-made materials – an entire country.

STORY: What started as a single ad idea five years ago turned into a foundational big idea that continues to this day. Haag-Streit, an industry-leading manufacturer of ophthalmic instruments and equipment, came to us to to create an ad for Reliance Medical Products, a Haag-Streit subsidiary. The singular goal was to raise awareness that Reliance exam chairs, unlike many of its competitors, were made in the U.S., using parts and materials.

A video, landing page, print ads, and emails showcased actual Reliance employees to drive home the Built to Support idea.

Trade show displays helped to demonstrate the range of ways we support eye care practitioners.

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The Summit Country Day School

Brand Identity

A test of our strategic thinking.

CHALLENGE: The CD challenge was to help a venerable Cincinnati Catholic school communicate its distinctiveness in an increasingly competitive landscape, resulting in an advantage in student recruitment.

IDEA: While Summit Country Day has much to offer, including a beautiful urban campus and state championship-level sports, our idea was to establish the benefits of a SCD education that aren’t immediately apparent, but revealed through students’ acts of self-sacrifice and leadership. Our idea was to establish the Summit brand around turning students into leaders.

STORY: The Summit Country Day School is Cincinnati’s only independent Catholic school educating children from pre-school through the 12^th grade. Founded in 1890, Summit has recently seen increased competition for students from a number of newer schools. Enrollment was declining, especially between 1^st and 8^th grade.

Communicate brand distinction in an ever-more-competitive landscape.

We updated the Summit sports logo with a sleek, modern approach while respecting the team’s legacy and history.

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CRAFTFORCE

America’s Jobsite.

CHALLENGE: CraftForce came to us as a start-up in need of a strong identity to match the strength of its clientele. Designed to be THE force in connecting skilled workers in manufacturing, engineering and specialty trades to the jobs that need them, CraftForce is essentially LinkedIn for blue-collar professionals. They were trying to revolutionize the way blue-collar professionals get hired – and when you’re remaking the hiring model for an entire industry, you need a big voice.

IDEA: We gave CraftForce an identity as loud as a steel mill. We brought a modern, bold design and voice to the collateral of the skilled trade industry along with an easily navigable, mobile-optimized website that allowed applicants and employers to handle the application process from any device. We then developed gritty, stirring videos and trade school materials that match the tone, mindset and attitude of the people we were trying to connect.