Re-Branding Project

January 2009

HiDef came to gb studio as ‘HiDef Web Solutions’. Their hangup? The nagging feeling that their brand no longer represented where they’re headed as a company. Not fun.

What set HiDef apart to us, are the number of projects they take on in social philanthropy – a true extension of their unique individual passion that started the company in the first place. Our advice?

Web development is a crowded industry. You won’t get noticed here.

Be Focused. Give yourselves a reason to talk to the clients you want, and give everyone a reason to talk about you.

Own this: “Web solutions for companies with great causes.”

Identifier:

We craft custom web solutions for great causes. We are a group of social entrepreneurs and software developers who create and innovate ways to use technology to expand your reach.

Am I the right fit for your next project?  Here are the top 10 things you need to know about working with me.

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#1
If it Looks like a Duck and Sounds Like a Duck.
I’m not going to make you be something you’re not.  The result would be hilarious, but I don’t think that’s what we’re going for.  So in case anyone asks, it was your idea first.  I tell it like it is.

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#2
Keep It Simple Stupid.
Better thinking always beats out more copy, more noise.

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#3
This is Between You, Me and the Fence Post.
No man is an island, and I don’t intend to work on one – at least not yet.  You get what you give. Frequent communication and camaraderie are a requirement.

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#4
Hell Is Paved With Good Intentions.
Pick your feedback loop appropriately.  Creativity is subjective and we could spend a lifetime shopping around ideas with the best of intentions.  Will I provide you perfection?  Maybe.  But I certainly won’t promise you that.

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#5
Everything Has Been Done Before.
But we can do it better.   Promising you otherwise would be about as helpful as a screen door on a submarine.

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#6
Stick to the Story.
Stories are genuine.  They are human. They are relevant.  If we can tell a story about your company, you’ll have listeners.

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#7
Cry Me a River.
People ultimately want to buy from people. Good copy is emotional, personal and informative.  Blatantly selling your service, although very sad, is not what I mean by emotion.

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#8
Divide and Conquer.
The real danger in ignoring the power of message hierarchy is redundancy.
The real danger in ignoring the power of message hierarchy is redundancy.
The real danger in ignoring the power of message hierarchy is redundancy.
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#9
A Face Only a Mother Would Love.
Yeah.  Get outside eyes on your brand, and allow yourself to be led.  I know this is your baby.  I’ll be gentle.

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#10
Don’t Beat a Dead Horse.
It takes guts to get outside of your comfort zone.  And by comfort I mean clichés…which are only allowed if you’re obviously making fun of them.  It’s obvious.  Isn’t it?

–

Word Up

Better Thinking Wins.

laura@gb-studio.tv

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CONTACT:
Launchpad Interactive
303.327.5287
2299 Pearl Street
Ste. 402
Boulder, CO 80302

Of interest for editors and journalists covering: new business, brand buoyancy in a downtrodden economy, marketing and advertising.

Beauty and Wellness Therapy for Your… Brand?

BOULDER, Colo. (3/10/09) – In a down economy, companies need to stand out in the crowd.  Launchpad Interactive, a Boulder-based marketing and design agency is offering martinis, spa services, and even catered meals as a regular part of their consulting services.  Why?  Because nobody else does it.

“We’re not just here to give your company a pretty face,” says Launchpad President and Founder SuzAnn Brown, “you’ll experience service with results.”

Launching this spring, the aptly named Brand Spa is a fun, funky and functional twist to traditional consulting. Offering a menu (literally) of all things beyond marketing: brand makeovers, brand education and best-for-your-business practices complete with catered breakfast, lunch or dinner, a martini and spa service du jour to reward the day’s hard work. Takers will leave nourished, enriched and ready to make a splash in the market.

“We have created a place where you can be productive, learn, share your ideas and gain expert knowledge.  Our number one goal is that you walk away with the tools you need to grow your business today.”

Companies small and large can take advantage of the experts on staff at BrandSpa, who’s help includes such menu items as; naming and taglines, social marketing 101, behavioral marketing, discussions on authenticity, sales training, client research, and good copywriting. Perhaps the biggest value-add is that the space created with BrandSpa is collaborative.  Clients aren’t paying for an isolated re-do to their existing image – a ‘poof!’ it’s-all-better approach.  What’s different is a more concentrated analysis of the individual participants needs.

But for those that don’t have time for the full day treatment, BrandSpa’s got you covered. Beginning this week (insert date) they will begin a weekly series of seminars. Topics include those found in the menu list, but will continue to shift and shape based on the changing marketing environment.

SuzAnn continues, “Brand Spa is about the ideas, the inspiration and the solutions that we can provide.  It’s about you.”

And that’s nothing to fluff around about.

To find more information on Brand Spa, call 303327.5287, email studio@launchpadinteract.com or visit their website www.launchpadinteract.com.

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View the full site.

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This was written for a shopping blog.  Direction was to find original products on the web and write a ‘snippet’ or catalogue-type description that both intrigues and informs.

Keep Calm and Carry On says the British ministry of information.  Framed in delicate gold, these super chic reprints of the 1939 original exude Regal taste.  Available in Pink, Aqua, Red and Gold.

Tee-shirt Ideas:

The direction here was for funny, catchy, phrases to go on tee shirts in Dazbog coffee stores.  They didn’t want shirts to sound like they were advertising their product. Also wanted to stand out as a small chain, (i.e. not Starbucks).  This was my original brainstorm.  One became a billboard.

Don’t Succumb to the Empire
Russia: Way Cooler Than Seattle.
100% Pure Russian Energy
This Is How We Do Coffee in Russia
Russian Name, Arabica Coffee Bean, American Dream: The DazBog Melting Pot.
White Nights Espresso.  A Whole New Meaning To Caffeine.
Hermitage House Blend. Coffee fit for a Czar.
Proud Supporter of the Socialites Union.
Big Corporation. Eurasking for Trouble.
I Like My Coffee Tall, Dark and Russian. – This became a billboard in Denver.

One Café Americano – Extra Russo, Hold the Corporate Conglomerates.
U.S.S.R.   Union of Socialites who Support – Really Good Coffee.
U.S. Uber Savory. (Oh wait, that’s German).
Byzantinetiquette
A Friend of DazBog Is A Friend of Mine.
Dazbog Coffee: It Won’t Stunt Your Growth.
DazBlog.
Embrace the Daily Grind.
One Assimilated Coffee House.
The Moxie Fix of Choice For Nonconformists.
Dazbog Coffee.  For Your Everyday Joe.
Small Company.  Big Busyness.
Dazbog. The Non-Alcoholics Vodka.
Dazbog: Coffeeholic for Vodka.
The Mafia Is A Family Business.
I Like Fuzzy Hats.
Proud Supporter of Fuzzy Hats.
Who Knows Ethiopian Coffee Better Than Two Russian Guys? Nobody.

New product launch for an organic hangover patch.  The angle was to be ‘higher-end’ than their competitors, yet still be fun, high-energy and marketable to a college demographic. We played up the natural angle, using the patch as a detox for your yoga, art studio enthusiast, high-society, shop-at-whole-foods-types, while simultaneously developing messaging for young club-goers.

Zaca.  Be Nice To Your Body.

This was the final name, an off-shoot of Zacatecas, Mexico, where the prickly pear – one of the more unique ingredients in the patch – is championed as state flower. Be nice to your body was the final tag line.  All design done by gb studio.

Some messaging:

At Zaca, our organic, natural and effective ingredients harmonize with your body to help you feel better in the morning.  Why?  Because we believe a cocktail or two should not interfere with your 9am yoga class…oh, and by the way, you’re not fooling anyone.

At Zaca, our organic, natural and effective ingredients harmonize with your body to help you feel better in the morning.  Why? Because your liver won the organ of the year award for putting up with all your crap.

At Zaca, our organic, natural and effective ingredients harmonize with your body to help you feel better in the morning.  Why?  Because we believe “rally” should involve cheerleaders in some way shape or form.

At Zaca, our organic, natural and effective ingredients harmonize with your body to help you feel better in the morning.  Why?  Because we truly endorse skiing ‘freshies.’

_

Package design/copy:
A simple, all natural and certified organic hangover patch.  Common side effects: feel-great mornings, clear-headedness, bright eyes.  Our organic, natural and effective ingredients harmonize with your body to help you feel better long after you’re done with the party.  There are much more important things in life to dwell one.  Hangovers shouldn’t be one of them.  Be nice to your body.

This client needed to get on the same page internally with their brand.  As a group of experts with long track records in business, they ran into difficulties when talking about the company as a whole. Instead the tendency was to fall back on their particular role in the company.  Here are a few pages of top-level messaging gb studio put together for internal use.  This project eventually led to a re-design of their website.

‘Strategy Execution Results’ is their existing tagline. We gave it some meat.

This is copy for a brochure that announces the partnership of BlueSun Biodiesel and Murray Motor Imports.  Murray supplied BlueSun with a diesel car to use in demonstrations.  This brochure was printed to hand out at such events.

Front Cover:
Hed: Murray Motor Imports Invites You to Reduce Your Carbon Footprint.

Beyond the Expected  (logo)

Inside Flap:
Embrace A Delightfully Quick & Responsive Luxury Car,
That Is Earth-Friendly And Doesn’t Run on Gasoline,
From Colorado’s Leading Environmental Automobile Dealership.

Inside Spread:
Left Hed:
Test Drive the New Mercedes-Benz 2006 E 320 CDI Now At Murray Motor     Imports.

At Murray Motor Imports we believe in making a difference where we can.  That’s why we’ve partnered with Mercedes-Benz and Blue Sun Biodiesel, to lead Colorado into a new era of environmental efficiency.

Introducing a surprisingly powerful & environmentally friendly line of luxury diesel automobiles that combine massive thrust with minimal thirst. Enter the 2006 E 320 CDI.

Middle Hed: Powerful, Carbon-Friendly, Odorless & Quiet:  Change the Way You Think About Diesel Cars.

Copy: If you’re concerned about carbon-emissions and the greenhouse effect and  you want to act now this  is the alternative to a gasoline-powered car. The new E 320 CDI Sedan will redefine the way you think about total performance – and in less than seven seconds.  In addition to its massively torque-rich engine, the E 320 CDI entertains the same crisp-handling 4-wheel multilink suspension, advanced Sensotronic electro-hydraulic brakes and an outstanding array of luxury and safety features you would expect in an E-Class.  But, there’s more.  The new E 320 CDI is power redefined – a new generation turbodiesel that is as quick, fuel efficient, emission-friendly, odorless and silent.

Please contact Walid Elkhoury, our Diesel Tech Expert at Murray Motor Imports for more information on the benefits of diesel-powered cars.

Call-Out: The 2006 E 320 CDI yields up to 30 percent better fuel economy than comparable gasoline engines while producing notably less greenhouse-gas emissions.

Right Hed: Blue Means Go With Murray Motor Imports.

Copy: To emphasize our commitment in providing environmentally sound automobiles at Murray Motor Imports, we donated a 2006 E 320 CDI to Blue Sun Biodiesel, a vanguard of cleaner, smarter, and stronger gasoline and diesel alternatives.  Now available at select distributors, Blue Sun Biodiesel is a renewable fuel blend made from U.S.-produced virgin vegetable oils, and diesel fuel, that delivers the highest energy content of any alternative fuel – while improving engine efficiency and performance. Other benefits include independence from foreign oil, cleaner, healthier air, and rural economic development and job creation.  And the best part? The 2006 E 320 CDI runs beautifully off Blue Sun Biodiesel right from showrooms of Murray Motor Imports.  See www.goBlueSun.com for more information.

Back:
Contact Info and logos:

Murray Motor Imports
300 East Kentucky Ave. at Colorado Boulevard
Denver, CO 80246
303.759.3400

www.murraymotorimports.com

Blue Sun Biodiesel
www.goBlueSun.com