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Amy Leonardi heads up the Creative Juana Merlo serves as the art director at David has extensive experience in Seth develops strategic messaging and
Studio in Washington, D.C. She has more the Creative Studio in Washington, DC. designing brochures, brand identity, branding platforms to visually and verbally
than 20 years of experience in design at Before joining Weber Shandwick, Juana information kits, information graphics and communicate an organization’s mission and
nonprofits, retail and communications served as art director at American Univer- display graphics. He has done work for value proposition to internal and external stake-
firms. Since joining the agency in 1997, sity and worked with its marketing team a broad range of clients including Your holders as well as general market audiences.
she has managed the visual creative com- to develop strategies and implement a Credit Card Companies, the American For the last three years, Seth has worked with
ponent of communications campaigns for new university-wide marketing and com- Council on Education, the U.S. Army Re- the Centers for Medicare & Medicaid Services
major national and international corpora- munications plan called the Wonk Cam- serve, CSL Biotherapies, the Corporation (CMS) to develop branded campaigns on the
tions, as well as nonprofit organizations. paign. She is currently working on the Na- for Public Broadcasting and the Federal issues of health prevention and healthcare
She provides clients with sound strategic tional Education Association’s branding Deposit Insurance Corporation. Before quality. For CMS, he has crafted messaging
and tactical advice in the design and de- campaign as well as KnowHow2Go’s joining Powell Tate, David worked as a and campaign names; worked with designers
velopment of materials for both print and new, 2011 creative. Juana is a graduate graphic designer at a printing firm, a on developing a logo, web pages, and overall
digital. She has enjoyed providing a visual of the Maryland Institute College of Art, financial industry trade association, and look and feel; and overseen focus groups to
identity and personality to numerous where she earned a bachelor of fine arts for consulting firms in the fields of health- test concepts. Recently, Seth finished a brand-
clients over the years through successful in graphic design. She completed her care, social services and technology. ing assignment with the Centers for Disease
branding assignments. Amy has a bache- graduate studies at American University (Account Supervisor) Control and Prevention to develop a visual
lor’s degree in Advertising Design from the where she earned a master of arts in pub- identity and craft messaging and materials for
University of Maryland. lic communication. Juana is fluent in the Prevention Research Centers. He also
(Senior VP) Portuguese and Spanish. worked with several human rights organizations
(Director) (DIRECTOR)
PAGE 2 DESIGN CAPABILITIES | WEBER SHANDWICK
commitment
distribute at various trade shows and events,
directed at healthcare professionals to convey
their continued commitment in the research
and development of rare disease pharmaceuti-
cals. These pieces captured the people who At Genzyme, we’re united in our
commitment to the treatment of
they help and the lives they’re able to lead rare genetic diseases.
because of the work done by genzyme. In
addition to a brochure and flyer, we designed
the display graphics to be used at their booth.
DESIGN CAPABILITIES | WEBER SHANDWICK PAGE 3
wish that you had told your doctor about a symptom you
care and avoid infection during your hospital stay.
concerns. Later that day, you might remember something you forgot to ask, or
are experiencing.
What you
The following is a four step guide to receiving quality hospital care.
Whether you are seeing your doctor for your annual physical, or because you are experiencing a health prob-
lem and are seeking treatment, it’s important that you take the time to be prepared so that you can make the
can do to choose
most of your visit.
Here are some tips that will help you prepare for your next
1.
–What operation are you recommending?
Have the surgeon explain the procedure and ask the right doctor
–Where can I get a second opinion? Many
health insurance plans require second opinions
Beappointment:
Informed About if there are different ways of doing the operation. before non-emergency operations. Call your
Think about some practical matters that will affect your relationship
with your doctor
• Find out long it takes to get an appointment. Some doctors are very busy so make sure you know if
they can accommodate you in a timely way.
• Ask if the office is open in the evening or on weekends. Extended office hours may be more
convenient for you.
Alliance for a
Green Revolution in Africa
Africa (AGRA)
logo design which contained
the continent of Africa. Below 5. 6. 7. 8.
are other options which were a. AGRA a.
a. AGRA a.
AGRA is focused on food security issues in Africa and is Alliance for a Green Revolution in Africa
c.
c.
Alliance for a Green Revolution in Africa
Alliance for a Alliance for a
providing smallholder farmers in 13 nations with improved Green Revolution in Africa Green Revolution
in Africa
Styleguide
Agra’s styleguide was done on a budget and quick
turnaround timeframe, so contained basic design
elements and examples of lay-out options.
DESIGN CAPABILITIES | WEBER SHANDWICK PAGE 7
CLIMATE ISSUE
INSIDE
INSID
DE
THIS ISSU
ISSUE
UE SMALLHOLDER
SMALLHOLDE
ER F
FARMERS
ARMERS IN AFRICA:
AFRIC
CA:
CLIMATE
CLIM
MAATE
E
How can Africa cocope
ope
with climate change?
changge?
Ask a seed breeder
bree
eder
P.4
P.4
Collateral
Former U.S. Senator
Sena
George McGovern
ator
McGovern calls
c CASUALTIES
CASSUALLTIES We have designed a wide array of collateral for AGRA for which they have received
OR PIONEERS?
PION
NEERS S?
on AGRA-supported
AGRA-supporrted
scien
scientist
ntist
P.5
P.5
Africa’s
Africa’s Green
Green
e hundreds
For hundr eds of m climate
millions of people in Africa, clim lowering
mate change is not about low wering
international accolades. They new ‘face’ of the organization has helped enhance
Revolution taking rroot:
o
oot: emissions
smoke stack emis ssions or turning off
turning of
ff electric lig
lights.
ghts. It is about whether or not
no
ot they
Reports fr
from
om the field
fi
P.6
P.6
will have enough to
t eat. P P.3
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their overall mission on a global scale. Despite the sparsity of imagery and
differences in time zone (making communications difficult at time), we feel proud of
ISSUE 4 JULY
J LY 2010
JUL
the work we’ve done and are continuing to do for AGRA. Our next phase of work
will include development and design of a new website.
PAGE 8
American
Council on brand identity
We designed a logo and web site
KNOWHOW2GO
SINCE 2006, WE’VE PARTNERED with Lumina Foundation, the
American Council on Education and the Ad Council on their
signature college access campaign, KnowHow2GO. The
campaign features two rounds of television, radio, outdoor and
digital public service advertisements (PSAs) that provide
students in grades 8-10 with the information they need to
actively pursue higher education.
To help bring the PSA campaign to life, we designed a suite of
vibrant, student-friendly materials including a paper airplane
flyer, postcard, brochure, t-shirt and activities kit. We also
created an On-the-Ground Playbook to guide partners
implementing the campaign at the state and local levels.
When KnowHow2GO launched its second round of creative,
which featured “tough” characters representing the “tough”
classes that colleges require, we developed life-sized cut-outs of
the characters and silicone bracelets, among other materials.
Our design studio also devised the look and feel for the
campaign’s Web site, www.KnowHow2GO.org, which more than
one million students and caring adults look to for college-going
information.
DESIGN CAPABILITIES | WEBER SHANDWICK PAGE 9
material development
We’ve created a vast array of
materials for ACE’s KnowHow2Go
campaign, for both national and
local affiliates, maintaining
consistent visual elements to create
a family of products.
toolkit We produced a ‘playbook’ for KnowHow2Go that provided all the tools necessary for
partners and local affiliates to design advertising and other materials that align
seamlessly with the established standards. The kit included visual samples, messaging,
instructions, and a CD that contained all of the electronic templates and artwork
needed for the creation of branded materials.
PAGE 10
Riverside
Research Identity and Style Guide
RIVERSIDE RESEARCH INSTITUTE ASKED Powell Tate to take a Riverside Research’s new brand was outlined www.riversideresearch.org
broad look at their organization in terms of overall brand identity carefully in the Brand Guidelines. The styleguide
including design and development of a corporate narrative. A contained logo and font usage, templates,
little known organization, RRI was engaged in a variety of photography recommendations and corporate
projects for the government and intelligence community. As a messaging for tailored for key audiences
result of strong growth over the past decade, they had outgrown
their business model—and even their name. Based on extensive
research, we recommended a focus that was less on their
academic history and more on their solutions-oriented results Melinda Smith
Business Executive to President
MSMITH@RRI-USA.ORG
other stakeholders within the organization. 1400 KEY BLVD, STE 1200, ARLINGTON VA 22209
CDC
Prevention
Research
Center
Program
POWELL TATE WORKED WITH the Prevention Research
Centers (PRC) Program to create visual and verbal
standards that support a unified approach to branding and
communication. Through its 37 centers housed at prestigious
medical schools and schools of public health, the PRC
Program has made significant contributions to public health
research and the health of the nation. Powell Tate created a
cohesive brand and style for PRC in order to increase use of
PRC products and services by state and local health
departments and increase visibility of the program among key
stakeholders. To inform creative development, Powell Tate
conducted a thorough audit of the PRC materials and
interviewed key stakeholders. We then developed
standardized messaging, visual marks, a photo library,
templates and a style guide to facilitate the easy adoption
and sustainability of these elements in each center. We also
created booklet and fact sheet about the PRC program itself,
and developed a strategy to roll-out and encourage use of
the new branding by the PRCs.
Visual Standards
A distinctive, yet flexible look and feel was
developed for the PRC. We needed to consider that
many different outlets would be utilizing these
standards, many of whom had limited design skills.
Because of this, the styleguide was very clearly
written, and contained samples of both correct and
incorrect usage of the brand style.
DESIGN CAPABILITIES | WEBER SHANDWICK PAGE 13
Elizabeth Glaser
Pediatric AIDS campaign logo
development
Strong brands are characterized
brand integrity
A brand standard guide was created for the foundation to use to insure the integrity of the brand in its
various uses. The guide included specifics for colors, fonts, and the relationship to be maintained
between the Join the Moment logo and the Foundation’s logo.
DESIGN CAPABILITIES | WEBER SHANDWICK PAGE 15
supporting materials
The Join The Moment vertical
banners (left) and web presence
(right) are examples of some of the
visual materials that we created in
support of the campaign brand.
PAGE 16
Biotechnology
numerous options for consideration,
purposes of discussion and
feedback from our client. These are
examples of just a few of the design Good ideas are growing
Information
Good ideas are growing Good ideas are growing
(CBI)
CBI ASKED US TO PROVIDE their organization with a new
brand identity. They wanted their new brand to reflect the Good ideas are growing Good ideas are growing Good ideas are growing
three key areas of sustainability on which they were
focusing their outreach efforts: water, fuel and food. They as are g are growin are growin sa
re growin
de as as
Good idea
gf
Good ide
Good ide
gf
row
Good i
gf
also wanted to capitalize on the brand equity established
or water
or food
or fuel
ing.
over the past years of the organization, so they asked that
we keep the typographical portion of their logo consistent
with their old logo. The new CBI mark would need to
represent the key areas of sustainability, convey a sense of
environmental stewardship, and maintain an existing
element of their old logo.
website
We designed and
maintained CBI’s
multi-functional,
interactive website.