Chango Case Study
- 1. brand identity | marketing collateral | packaging design
- 2. As brand design experts we have ONE GOAL , to mAke you profitAble W hat your customers think and feel about your company and their expectations of your product or service determines if they will choose you. Their experiences should be so exceptional that they choose you over and over again… Think of Chango as business craftsmen. Our expertise is creating profitable strategies, designing smart identity systems and customizing the tools you need to deliver meaningful customer experiences at ever y touch point. www.changodesign.com
- 3. brAnd identity Perception = Behavior = Performance While brands speak to the mind and heart, brand identity is tangible. It is the visual and verbal expression of the brand. When done right, the results can be remarkable. At Chango, we have 18 years experience developing smart identities, global to start-up. We employ disciplined and strategic processes which ensure success. Let us identify the drivers, develop the tactics, pinpoint visual and verbal elements that will create the right perception... and position you for profitability. Beginning & Existing Brand Development | Brand Audits & Strategy Identity & Style Guidelines | Naming & Logos www.changodesign.com 3
- 4. logos: the entry point to A brAnd identity Welston's – Grilled seafood restaurant chain Milton Bradley – Concept marks used to test Dell Computers – "Fast Access" software logo Guru Recruits – Recruiting firm specializing brand concept new brand positioning strategies for a suite of facial recognition programs in contract and direct hire placements East Shore – Upscale Houston residential Pescador – Fast casual restaurant chain Grand Bahamian – Resort concept for an Club Corp – A charity competition event community for people who enjoy nature international developer Young Presidents Organization – Editorial icon White Owl – "Dutchies", a specialty cigar Saxon Publishing – Educational supplemental Beauty Works – Image software for upscale for an article about EuroDisney brand produced in the West Indies publishers for Houghton Mifflin Harcourt beauty salons and day spas 4
- 5. Logos: the entry point to A brAnd identity Sante Fe Satellites – a company that installs Inet – "Spider" logo for a line of wireless Nokia – internal launch identity for a new line Surge Advisors – a start-up consulting firm home "dish" systems modems for laptops of cellular phones to be sold in the US focused on operational & pricing strategies Allied Security – a home land security company Guaranty Couriers – a regional service that S3 Partners – technology consultants and Starr Contractors – general contractor and based in the Lonestar State founded after 9/11 specializes in time sensitive documents internet security specialists handy man service Arbortech – tree care specialists with a high Dallas Childrens’ Advocacy Center – CosgoveDawes – M & A specialist who work with Michelson Construction – retail construction tech approach "Great Adventure Hunt" fund raising event midsize companies during transitions company founded by three brothers 5
- 6. Brand IdentIty Case study Tios Tortas Restaurant New Concept Brand Design Challenge To create an “experience” reminiscent of Mexico City culture and street-vendor attitude solution We imagined ourselves in Mexico City on a Harley... sounds of a bustling international city... exotic and colorful images, delightful aromas of tasty barbacoa and chile marinated pollo draw us to a street vendor... the bread is warm and toasted... after the first bite we feel a little less “gringo”... seRviCes PRovided Logo Design, Menu Board Design, Billboards, External Signs, Interior Graphics, Advertising, Take-Out Menus, Condiment and Beverage Package Design TA E KE Men O U T u HOT SAU CE 6
- 7. mArketing CollAterAl Make it Easy for the Sales Force to Sell Whether it is a CEO selling vision to the board, an entrepreneur pitching to venture capital firms, a Human Resource professional recruiting top talent or a non-profit seeking donations, everyone is selling. At Chango, we create compelling documents that get you noticed by leaping into the audiences’ mind and engaging them. If your goal is to sell your product or service... tug at the heart strings or satisfy the shareholders... Chango can develop the materials that convey respect for your customer and make it easy to understand and value your offerings. Sales & Product Literature | Newsletters | Product Catalogs Magazine Design | Annual Reports | Trade Show Materials www.changodesign.com 7
- 8. Marketing Collateral Case study Young Presidents’ organization Increasing awareness of past and future events Challenge YPO offers its members access to numerous events on a global scale. The effort needed to communicate event schedules and travel information as well as information from past events solution Magazine distributed to the world wide membership to increase awareness and participation in YPO events. Development of interactive CD-ROM that welcomed new members and provided information about the organization and how to access member benefits seRviCes PRovided Publication Design, Art Direction, Illustration, Interactive Design 8
- 9. Marketing Collateral Case study UT southwestern Medical Center Capital Campaign - “Innovations in Medicine” Challenge State appropriations only provided core support. Private support was needed in the amount of 450 million for equipment and facilities to keep UT Southwestern at the forefront of biotechnology solution Developed engaging materials focusing on the favored position of UT Southwestern, home of four active Nobel Laureates and the center’s unique strength to contribute crucial medical breakthroughs. The campaign resulted in a record setting fund raising effort of 750 million dollars American Heart Association National Brand Revitalization Challenge Align brand communications materials nationally solution Developed identity and style guidelines for both internal and external creative teams. Designed multiple mass market awareness campaigns and educational brochures which unified the visual and verbal brand identity of chapters across the nation seRviCes PRovided Brand Strategy, Identity and Style Guidelines, Event Graphics, Marketing Collateral, Annual Report 9
- 10. Marketing Collateral Case study viscern National Brand Repositioning Challenge Viscern was the new parent company of two very different companies, RSI and Ketchum. Both fund raising consultants that share the mission of developing and building community support around causes. Ketchum clients were liberal organizations, while RSI clients were faith-based groups with very conservative views solution Developed unified marketing materials that would communicate the core mission of building community involvement around causes to both secular and religious organizations seRviCes PRovided Brand Strategy and Identity and Style Guidelines, Logo Design, Internal Launch Video, Headquarters Sign, Trade Show Booth, Advertising, Web Sites, Sales Materials 10
- 11. pACkAging design A Package Is A Silent Salesperson The way it looks on the shelf… the shapes, colors, texture... the best packages connect the brand and the consumer. With fast-paced new product innovation, expanded consumer choice and dynamic changes in retail, packaging is critical in taking a brand to market. At Chango, we consider everything... materials, structure, how it will get to them. When it is opened... what’s that like? Instructions, are they clear? What about your competitors? We think about the consumers full experience with your brand. Consumer Products | Retail Packaging Systems | Concept Prototypes Green Initiatives | User Experience Design | Structural Design www.changodesign.com 11
- 12. Packaging Timpone Fine Foods – “Mom’s Pasta Sauce” is retail brand that has become a El Paso Chile Co. – An innovative company known for its salsa, condiments stand out in the crowded pasta sauce aisle and cookbooks. Desert Pepper Marinades were designed for the European market El Paso Chile Co. – Roasted Salsa designed as a private W.R. Case & Sons Cutlery – Retail clamshell packaging sold in label for William Sonoma national retail hardware and cutlery store chains 12
- 13. greAt brAnds don't just hAppen We work passionately to create options that are strategic, competitive, effective and cost conscious. Let us help you build customer loyalty in today’s competitive environment. Chango is a powerful mix of experience, talent, heart and soul with more than just a little splash of eagerness that will work hard to get you noticed at every customer touch point. Con tAC t: Dan Birlew, Principal Designer d.birlew@ changodesign.com 214.763.9067 Cynthia Herrera, Managing Partner A brAnd design firm c.herrera@ changodesign.com 9919 El Patio Dr, Dallas, Texas 75218 214.766.5254 O:214.660.9860 Fx:972.499.2399 www.changodesign.com