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Seeing is Believing
A SingleVoice system should reflect the special needs and personality of the
organization for which it is created. Here's a quick look at how Wehrman &
Company solved two very different challenges:
The client
ConvaTec, a Bristol-Myers Squibb Company, manufactures dozens of brand name
wound and skin care products. "The company's literature was a hodgepodge, all
with an industrial look to it," says ConvaTec Marketing Communications Specialist
Chris Lampe. "We wanted a system to improve our overall quality and to remind our
customers from whom they were buying these brands from."
The system
A
multi-colored corporate identifier was designed to organize brands
under one corporate umbrella. This graphic helps identify and organize
different products into specific market areas.
"This is an industry that is essentially colorless, with images which are
generally unattractive and sterile," says Ken Wehrman. "That's why we created a
colorful graphic identifier to appear as the primary visual element on everything."
The result
The corporate identifier serves as the equivalent of a bull's eye. Brand names and
product photos are now more closely tied with ConvaTec's corporate identity. "It
really pulls everything together for us, giving us a distinctive, high-impact look
that our sales force really appreciates," says Chris.
The client
Warner-Jenkinson is the world's leading food color producer. In addition to supplying
color for all kinds of food, beverages and confection products, it is a supplier
of color for cosmetics, pharmaceuticals, pet foods and personal care products.
The challenge is to constantly differentiate Warner-Jenkinson from the competition
and position the company as the industry leader.
The system
A
simple, but elegant, full-color spectrum is always used as a band
across the top of every piece of literature. This color band emphasizes
the company name first at the top of every piece. Consistent type standards
combined with high-impact, full-bleed photography, complete the system.
The results
The color spectrum links the corporate name with a variety of products and a
variety of industries. The system helps the marketing literature stand out from
the crowd and unifies a diverse line of products.
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