putting a face on your brand
DESCRIPTION
While every company has a brand, even by default, it is crucial to accurately express it visually. The face of a company is everything the public sees that defines the brand in visual terms whether it's a logo, website, brochure, sales sheet, presentation, product package, advertising or social media. All of a company's visual touch points should be a consistent expression of its personality and reinforce its culture and core values.TRANSCRIPT
Putting a Face on Your Brand
Lauren Smith Communications Design
What is Visual Branding?
Lauren Smith Communications Design
• A visual expression of brand personality• Puts a “face” on your business• Creates a unique and memorable look• Separation from competitors• Encourages brand loyalty• Ensures consistency
Building aVisualVocabulary
Lauren Smith Communications Design
• Image style• Logo usage standards• Typographic standards• Color standards• Literature design guidelines• Packaging design guidelines• Website design guidelines• Presentation templates• Email templates
Lauren Smith Communications Design
Logos
Brochures
Websites
Blogs and Social Media
Packaging
Sales Literature
Newsletters
Presentations
Strategic Imperatives
Improve Customer Service
Lower Cost of Operations
Grow Profitably
What’s Required
Flexibility
FunctionalDepth
UnifiedLifecycle
Why Guidewire Exists
G U I D E W I R E S O F T W A R E P r o p r i e t a r y a n d c o n f i d e n t i a l
Strategic Imperatives
Improve Customer Service
Lower Cost of Operations
Grow Profitably
What’s Required
Flexibility
FunctionalDepth
UnifiedLifecycle
Why Guidewire Exists
G U I D E W I R E S O F T W A R E P r o p r i e t a r y a n d c o n f i d e n t i a l
Strategic Imperatives
Improve Customer Service
Lower Cost of Operations
Grow Profitably
What’s Required
Flexibility
FunctionalDepth
UnifiedLifecycle
Why Guidewire Exists
G U I D E W I R E S O F T W A R E P r o p r i e t a r y a n d c o n f i d e n t i a l
Advertising
Digital Media
How WeDo It
Lauren Smith Communications Design
1Research &
Planning
2ProjectBrief
3Exploratory
Design
4Client
Review
6Client
Review
7StyleGuide
8Client
Approval
5RefineDesign
The Valueof VisualBranding
Lauren Smith Communications Design
• Makes the right “first impression”• Inspires confidence• Attracts new and better customers• Makes your company “top of mind”• Reinforces quality and professionalism• Enhances reputation• Creates trust
Our ClientPartners
Lauren Smith Communications Design
BenuBioInsightsDow Jones TelerateFoglight So�wareGuidewireHewlett PackardIntelIntersperseLuminate So�ware
PeopleSo�ResumixSanDiskScimagixSymantecSVForumTerayonViewCentralVisa International
Awards andRecognition
Lauren Smith Communications Design
American Advertising FederationAmerican Center for DesignAmerican Corporate IdentityAmerican Institute of Graphic Arts Art Direction MagazineArt Directors Club of Los AngelesArt Directors Club of New YorkArt Directors Club of San FranciscoCommunication Arts Magazine
Critique MagazineGraphic Design USAGraphis BooksHow MagazineLogo 2000Print MagazineSan Jose Ad AssociationStudio MagazineWestern Art Directors Club
What OurClients Say
Lauren Smith Communications Design
“Lauren took our vision for the company and turned it into reality. We ended up with a professional image ideally suited to our target audience. This was the first time I worked with a designer in this way. His process really helped us find the right focus for our company.”
—FELICIA GENTILE, PRESIDENT, BIOINSIGHTS
“I have worked closely with Lauren for more than a decade, in several di�erent companies, on a broad range of design initiatives. He combines original, arrest-ing creative concepting with a strong business sense and a problem-solving orientation. I recommend him very highly.”
—JOE HNILO, VP OF MARKETING, FOGLIGHT SOFTWARE
“Our worldwide charity took a great leap forward when Lauren Smith came to our rescue. In Lauren’s initial interview with our sta�, he immediately grasped our values and goals. Since he began implementing our new communications strategy our donations have doubled.”
—KAREN KOTOSKE, EXECUTIVE DIRECTOR, AMISTAD INTERNATIONAL
We put a face to brands— we’d love to see yours. Contact us at:
Lauren Smith Communications Design