Branding
Select Images for a Larger View and Additional Samples
AbilityOne
IDENTITY GUIDELINES & BRAND APPLICATIONS
AbilityOne provides employment opportunities for people who are blind or have other severe disabilities. Groff Creative designed a comprehensive identity guidelines book that details all logo usage, including co-branding and special applications. Shown here are selected pages from the guidelines plus brand applications for the press kit, training catalog, industry brochures, and website homepage.
National Business Group on Health (NBGH)
Graphic Standards Manual
NBGH represents large employers' perspectives on national health issues and advances best practices in health care benefit design. Groff Creative refreshed the organization's logo and then designed complimentary identities for NBGH's multiple institutes. We created an overarching graphic standards manual, coordinating all visual communications and allowing for consistent brand implementation and maintenance. Included here are sample pages from the manual.
NEA Today Magazine
REDESIGN BRAND GUIDELINES
Published by the National Education Association (NEA), the magazine is distributed to 3 million members in both print and digital formats. Groff Creative periodically revitalizes NEA Today's brand, aligning the publication with new visual trends and the evolving needs of NEA’s varied membership. This newest redesign supported a reorganization of editorial content and includes a new nameplate, type fonts, color palette, page grids, and banner treatments. To view the magazine, please visit “Magazines & ePubs” under the “Portfolio” section of this website.
Greenhorne & O'Mara (G&O)
BRAND GUIDELINES
G&O are consulting engineers who contribute to both private and public sector projects. Groff Creative developed a reinvigorated visual communications style for the firm. We redesigned the company logo, updated brand typography, established a new color palette, and provided detailed publication templates so that G&O staff could produce brand-consistent sales materials, on-demand, using in-house printing capabilities. Groff Creative also provided communications consulting services. We clarified G&O's marketing messages, contributed to their Vision and Values Statement, and developed the company's tagline, “Inspired Solutions. Improving Lives.”
National Geographic Society, Planned Giving
DONOR FOLDER, INSERTS, AND BROCHURE
New donor materials required a distinctive and coordinated thematic approach that would still be readily identified with the National Geographic Society. Groff Creative employed the effect of dramatic contrast, using a rich, gray color field and a single large black-and-white photo for the folder cover, coupled with a bright splash of National Geographic yellow and multiple color photos for the accompanying inserts. A related brochure was designed in keeping with the new brand's grid, color, and photography styles.
Society for Human Resource Management (SHRM)
Conference Branding
SHRM's conference theme focused on how to thrive in difficult settings. Metaphors linking the harsh Las Vegas desert environment with the demands of the human resource profession were conveyed through CGI-manipulated photography, integrated paper folds, and die-cuts. Desert colors and imagery inspired the color palette used for the conference brand. A cover and interior spread are shown for six promotional brochures.
The World Bank Group, Global Facility for Disaster Reduction and Recovery
ON-SITE BRANDING FOR WORLD RECONSTRUCTION CONFERENCE 2 (WRC2)
WRC2 took place at the World Bank headquarters in Washington, D.C., and required the design of a comprehensive identity system to transform the Bank's public spaces and assist international attendees in finding their way. Working with an existing logo, Groff Creative developed a compatible visual motif that built upon the reconstruction theme. Combined with signature colors and typography, the recognizable brand was then used for all materials, from lighted exhibits to podium signage to session posters. Applications shown here include a photo of the large-format floor displays and hanging banners, posters, an informational flyer, and a promotional online banner.
National Business Group on Health (NBGH)
Conference Branding
NBGH's conference theme focused on new strategies and solutions in health care benefit design and the impact of the Affordable Care Act. Groff Creative translated this need for reevaluation and adaptability into a visual theme that represented the challenge of working with a variety of policies and issues. The photos and illustrations referenced new marketplace considerations, such as 24-hour access, prescription services, patient care delivery vehicles, health care cost containment, and plan management. Shown here are representative samples of conference branding applications, including a brochure cover, tablet app screen, PowerPoint slide, and mobile app screens.
Victor O. Schinnerer & Company, Inc.
Specialty Insurance Ad Campaign
The specialty lines are found in the segment of the insurance industry where the more difficult and unusual risks are written. Schinnerer focuses its expertise on this specialty market and works with brokers who are seeking coverage for new or higher-risk needs. Groff Creative designed a new corporate identity for Shinnerer and then developed a creative series of print ads, with tongue-in-cheek imagery and headlines, that spoke to the frustration of trying to locate these hard-to-find insurance products.
Groff Creative
Design and Marketing Communications for Print and Digital
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