Built to Support


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.

Our solution? Reliance chairs are built to support your patients, your practice, and an entire country.

But we – and our client – soon recognized that the idea of Built to Support had a life beyond just a one-time ad. We created an entire integrated campaign to celebrate the Reliance “Made in the USA” difference. An inspiring video, landing page, print ads and emails drove home the idea that our reliance on the American worker, American craftsmanship, and the American work ethic is the reason why eye care practitioners are able to depend on Reliance products.

Soon after the campaign launched, it was lauded by Reliance Medical’s largest dealer sales groups, as it provided them, too, with support needed to sell product. Sales have continued to steadily grow – showing that this campaign was even built to support the company itself.

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 12th grade. Founded in 1890, Summit has recently seen increased competition for students from a number of newer schools. Enrollment was declining, especially between 1st and 8th grade.

Their point of difference is developing students of high moral character under a strict program of academic rigor.

The objectives were clearly established. Our task was to refresh the SCD brand with a new identity and visualization framework that elevate their key point of difference to prospective and existing families. Increase the easy recognition of the Summit brand within a crowded marketplace of competing private and parochial schools. And to forge a deeper sense of affiliation among current and prospective community members.

We were faced with a number of challenges. Chief among these was Summit’s history which, while admirable, needed to take a secondary role in informing our brand refresh. Research indicated that Summit’s innovative teaching and progressive administration mattered more to potential families.

We presented to the Summit marketing committee a number of conceptual approaches, then finalized the SCD brand with a new visualization framework that celebrates their points of difference. Our work included refreshed identity, complete brand guidelines including essence pyramid, and website design.

The brand guideline formalized brand promise, organizational values, written tone of voice, tag line, and proper use of graphics, typography and photography. Second, we created a broad campaign of branded touchpoints.

The resulting elements, based on strong Creative Department thinking and precise design execution, position the brand strongly for competition for the hearts and minds of both parents and students. Our success was driven by a combination of old-school hard work and new school vision.

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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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.

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The Reliance Premiere Collection

Haag-Streit Reliance

Campaign | Branding | Video | Digital Design

Built to last. Designed to love.

CHALLENGE: Reliance Medical Products exam chairs have long been known for their durability and reliability. We were tasked with launching a brand-new lineup of chairs that shifted the focus to style: they featured sleek new designs with a variety of upholstery options. Our target was physicians who care about the “aesthetics” of their office. This time, it was all about the look.

IDEA: The big idea was to compare the chair’s sleek look to trends in retail interior design, promoting the chair’s high end, premium look and feel. Customization was also key to the initiative. These chairs were “Built to last. Designed to love.”

STORY: Doctor’s offices don’t usually scream “style,” but the Premiere Collection sought to change that. New design themes plucked from spa and retail environments brought beautiful, modern aesthetics to Reliance’s already durable and reliable procedure chairs.

In every way, the Premiere Collection was a new opportunity for doctors to draw patients to their practices. The only thing left to do was convince practice owners that decades-old interior design didn’t have to be their future.

We concepted four chair styles: Industrial, Lucent, Woodland, and Harmony. The names and narrative for each came from a unique inspiration of visual elements and sensory appeal.

To highlight the bold new designs and features of the Premiere Collection, we created inspiring digital and print assets, from swatch books to trade show videos to direct mail. We also developed a digital sales tool for laptop presentations.

Of course, we communicated the benefit to the physician – setting one’s practice apart with designs that reflect a unique sense of personal style, making patients feel more welcome, and adding legendary Reliance durability to the office.

We succeeded at putting customization and modernization in the hands – and minds – of our prospective customers, making it easy to envision how the Premiere Collection could transform their practice.

The Premier Collection made its debut at the ASCRS show. The designs received rave reviews, and the sales team was excited about the interest and sales potential.

We created high impact direct mail featuring inspiration and photography for all Premier Collection designs:  Industrial, Lucent, Woodland, and Harmony.

Sales tools featured a swatch book and beautiful microsite communicating the benefits of modern aesthetics in a practice’s clinical setting.

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Connecting lives by design.


Brand Identity

An inspired future built on a great foundation.

For generations, Traditions Group was known as Great Traditions – and known for building exceptional lifestyle communities in the Cincinnati area. With the name change, Traditions Group came to us for a brand refresh as memorable as the communities themselves.

IDEA: We created a look and feel that was rooted in their past but designed to shape a flourishing future.

STORY: Updating a brand after decades of widespread recognition throughout a market isn’t without risk. Especially when you’re Great Traditions. Since 1978, Great Traditions had been creating modern communities with an old soul – distinctively blending the “Great Traditions” of Cincinnati’s classic neighborhoods with innovative community planning concepts and home designs.

Twice named the #1 homebuilder in the country for Outstanding Customer Experience, and “Developer of the Year” five times, Great Traditions wasn’t merely “great” in name only.

So we set out to create a brand refresh that not only reflected their strong heritage, but also signaled that they were looking ahead with a consistent dedication to quality.

We started with the logo, giving it a more contemporary and clean illustrated style, detailed enough to appear realistic but not too whimsical. The tree’s thick trunk conveys the brand’s strength and stability. The deep, rich blue of the background and the subtly gold leaves reflect the brand’s classic, trustworthy and sophisticated nature, while the two fonts – one serif and one sans serif – further mirror the combination of classic and contemporary.

The brand website and sales materials were updated as well, with a voice and style more relevant and appealing to the modern home buyer. The new branding for Traditions Group extended to their individual communities, too, including The Retreat at Summit Park and the City Series.

The refreshed brand has accelerated Tradition’s Group momentum. Home sales, new construction and the development of new communities continue to climb. Life is good for our client, just as it is for all their homeowners.

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Brand Identity | Campaign | Environmental Signage

A brand built around its unique cöre essence.

CHALLENGE: Yagööt is a brand as unique as its name. They took a forgotten recipe for tangy frozen yogurt developed in the 1970s and opened a small chain of retail locations. They had a great product that was truly different from the competition. All they needed was a brand.

IDEA: Creative Department defined a primary target (teen and young-adult females) and created a logo and visual equity that was as bright and refreshing as the yogurt itself. We touched every point of the brand, including equity, print, web, digital, store interior and uniform design.

STORY: In order to reach a nearly unreachable demographic, messaging is fun and simple. Because Yagööt wants to constantly remind customers of the healthy aspects of their product, communication is a balancing act of wit and education.

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Brand Identity | Launch Event | Environmental Signage

Creating a bluer planet.

CHALLENGE: Cohen Recycling needed a fresh identity and launch materials for their newly restructured division specializing in e-scrap recycling and data security management – formerly known as Cohen Electronics.

IDEA: Transform Cohen Electronics into Cobalt with a call for people to come together to create a “bluer” planet – one that’s made more secure, healthy and beautiful through Cobalt’s expertise.

STORY: E-scrap recycling is a big deal. And as technology continues to turn over at a breakneck pace, safe, secure and effective e-scrap recycling solutions are critical. E-waste accounts for 70% of the toxins entering landfills and it requires verifiable processing by certified recyclers to protect human health and the environment.

Already a leading name in scrap metal recycling and management, Cohen Electronics was perfectly positioned to become an industry leader in e-scrap recycling as well.

But how do you get people to understand the effects of e-waste on the world – not to mention the risk to private data – when it’s hard enough just to get them to go green?

You get them to go blue.

We were inspired by the Cohen brand color itself – cobalt, electric hue of blue. The name signifies energy and strength, while the “Co” in the name further aligns it with “Cohen”. And cobalt blue serves as the foundation for the new visual identity along with natural shades of green.

Visually, the green to blue gradient of the new logo conveys environmental responsibility. The shape of the logo was inspired by the hexagonal “C” in the existing Cohen logo, creating additional corporate symmetry. The lines in the logo suggest pathways on printed circuit boards (electronics), and the way they connect and flow resemble the traditional “recycling” symbol of three arrows flowing into one another.

Foundational messaging centered around creating a “bluer planet”, suggesting bluer skies, bluer waters, and Cobalt’s expertise.

Creative Department also developed launch party materials – the invitation, facility banners, posters, t-shirts, tumblers, and swag bags. The event was attended by community leaders, members of the press and Cohen/Cobalt employees and their families.

The new name and brand succeeded in re-energizing the division. Cobalt’s reach has spread nationwide as they continue to eliminate e-waste disposal risks and ensure that electronics reuse and recycling is done right, every time.

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Brand Identity | Campaign | Digital Design

Home shouldn’t be a retreat from life. But rather to it.

CHALLENGE:  The Retreat at Summit Park is one of Traditions Group’s most captivating new residential communities. Our challenge was to create a brand as breezy, inviting and welcoming as the community itself.

IDEA: Develop an aspirational brand and voice, presenting a life characterized by simplicity and casual sophistication.

STORY: Winding walkways that lead to charming pocket parks. Nights spent around the fire pit, watching kids run barefoot across the grass. An evening stroll to nearby Summit Park for an outdoor concert. And thoughtfully designed courtyard homes built around what really matters: family, nature, neighbors.

That’s the Retreat at Summit Park. Traditions Group came to us to create a brand that captures the spirit of this new and unique community – where every day is far from the everyday.

The scope of work was a full branding campaign extending from brand voice and visual identity to print, collateral, website, and even sales center interior design.

For the logo, we drew on the iconic Adirondack chairs that anchor The Retreat’s many pocket parks. Classic, chic, and quaint, the Adirondack chair symbolizes the comfort, ease, and connection of The Retreat’s homes and community, evoking the simple joy of basking in the open air, communing with nature and friends.

The website, brochure, print ads and sales center follow suit and are breezy and welcoming, with messaging and imagery that gives readers an overall feel for the community’s values and vision.

The branding campaign continues to evoke joy in our clients, too. Both Phase 1 and Phase 2 lots have sold out quickly and the neighborhood has established itself as one of the most vibrant lifestyle communities in Cincinnati.

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