It's a big buzzword right? To some it's a mark you put on your cattle, to others it's a logo or an identity. In reality it's all of the aforementioned and more. Brands are best known for their identifying symbol but there are other elements to a brand such as brand attributes and lifestyle implications. As purchasers we all have different kinds of connections to brands through our buying and interactive experiences. I won't bore you with marketingspeak .You will find some examples below of brand work that involved me in one-way or another.
Jones the Florist
The country's 2nd oldest florist and one of the largest went through a rebranding initiative prior to my involvement and I managed additional tweaks by working with Mahan Advertising. The end result was a modern look leveraging the brand's undeniable historical significance. I also included an image of the fleet graphics where we carried the brand onto each delivery vehicle. Advertising Vehicles worked my vision into what you see here and they of course printed and installed them too.
Arrangements by Jones the Florist
The wedding/special event business needed it's own identity and the premise was to give the division a boutique type of look and feel. I helped manage the process and we worked with Mahan Advertising on the naming and the design.
Sweets in Bloom
Jones the Florist acquired this national candy gift retailer a few years ago and the black and white identity needed a face lift that emulated the colorful and fun nature of the candy bouquets it designed and shipped all over the country. Mahan Advertising also designed this logo.
Convergys Corporation
Convergys already had a great identity and brand behind it before I joined the marketing communications team. One of my responsibilities was to police the brand. The use of the brand was not always consistent across 55,000 employees and multiple countries. I updated the branding guidelines before my departure in 2004.
Stopallergy.com
During my tenure at Iacono Productions, one of the clients whose account I managed, was an online allergy accessory retailer who carried everything from in-home allergy test kits to allergen masks and mattress covers. This is the cover of a catalog that art director Bill Stock designed. I wrote the tag, the inside product copy and managed the project. Unfortunately, this entity no longer exists.
Allergen Detective
Stopallergy.com had a few white label products and while at Iacono Productions we developed identities for some of those products. This is a sell sheet for an in-home allergy test kit called The Allergen Detective. Bill Stock also designed this identity and the sheet and I authored the copy.
