Published on March 13, 2014
Putting aFaceon YourBrand Lauren Smith Communications Design
Whatis Visual Branding? Lauren Smith Communications Design
• Avisual expressionofbrand personality • Puts a“face”on your business • Creates a unique and memorable look • Separation from competitors • Encourages brand loyalty • Ensures consistency
Building a Visual Vocabulary 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
Blogs and Social Media
Presentations Strategic Imperatives Improve Customer Service Lower Cost of Operations Grow Proﬁtably What’s Required Flexibility Functional Depth Uniﬁed Lifecycle WhyGuidewire 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 Functional Depth Uniﬁed Lifecycle WhyGuidewire 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 Functional Depth Uniﬁed Lifecycle WhyGuidewire 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
HowWe DoIt Lauren Smith Communications Design
1 Research & Planning 2 Project Brief 3 Exporatory Design 4 Client Review 6 Client Review 7 Style Guide 8 Client Approval The Process 5 Reﬁne Design
TheValue ofVisual Branding 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
OurClient Partners Lauren Smith Communications Design
Benu BioInsights Dow JonesTelerate Foglight Software Guidewire Hewlett Packard Intel Intersperse Luminate Software PeopleSoft Resumix SanDisk Scimagix Symantec SVForum Terayon ViewCentral Visa International
Awards and Recognition Lauren Smith Communications Design
American Advertising Federation American Center for Design American Corporate Identity American Institute of Graphic Arts Art Direction Magazine Art Directors Club of Los Angeles Art Directors Club of New York Art Directors Club of San Francisco Communication Arts Magazine
Critique Magazine Graphic Design USA Graphis Books How Magazine Logo 2000 Print Magazine San Jose Ad Association Studio Magazine Western Art Directors Club
WhatOur ClientsSay 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 different 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 staff, 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
925.454.2993 email@example.com www.laurensmith.com Lauren Smith Communications Design
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(2010) "Putting a new face on your brand (displacement marketing)", Strategic Direction, Vol. 26 Iss: 7 DOI http://dx.doi.org/10.1108/sd.2010.05626gad.005.
4 Steps to Finding Your Brand's Voice. By Alex Honeysett. ... As one blogger wisely wrote, “trying to fake your voice is like putting lipstick on a pig.”