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DMHS. Durham Mental Health Services. Before and After Case Study.

The Background Durham Mental Health Services (DMHS) is an accredited charitable not-for-profit agency offering free and confidential mental health services.  It began operation in 1987 and over the past 25 years has grown into an agency with over 100 employees and which offers a range of mental health services throughout the Durham area. The Challenge DMHS hired New Design Group to update their brand identity to show potential clients and their families that they were well organised and offered a highly professional service to individuals and families who are living with mental health issues. In addition DMHS wanted their visual brand to help encourage people to make donations to the organisation which would be seen as trustworthy and ethical. The key requirements were to update the: logo website signage brochures staff identification badges The Solution The pictorial element of the logo was changed from a map of Durham Region (often visually perceived as a schematic practical-looking building) which would not automatically relate to the services on offer,  to a softer, more caring design – one where a person is seen reaching up in a supportive pose.  The bold maroon colour of the original logo was maintained as was the easy-to-see DMHS text. The logo and brand colour scheme was then used as the basis for further design elements.  Brochures were created with the key phrase ‘Hope is Essential’ and the new web design is not only well branded but has a modern, easy-to-navigate layout which highlights the key messages of this charitable not-for-profit agency. Before Solution/After Images Date 2013 Client Durham Mental Health Services Brand DMHS Industry Health services Scope Verbal branding Brand identity design Marketing materials design and print Brochure design Presentation folders and inserts design Website...

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Non Smokers Rights Association. Campaign Brochures Design. Case Study.

The Objective:  We had been working with the Non-Smokers’ Rights Association for 6+ years on many projects when they came to us looking for a new brochure; one that that would create awareness among youth involved in health organizations across Canada.  For the past 30 years, the NSRA was determined to change the tobacco industry’s behavior and knew the way to do that was to help young Canadians understand Big Tobacco marketing and put an end to the appeal for new recruits. The Challenge:  It has been awhile since we were youths ourselves, so we had to dig deep and think of a way to ensure this brochure would be visually appealing to youth.  How do you make sure the Canadian youth pick up this brochure and leaf through it to get to the content?  When the topics to discuss can be quite hard hitting and graphic, how do we make sure to highlight the issues in a way that brings awareness and not resistance? The Solution: We came up with several concepts for the cover, as this brochure was sure to be judged by its cover.  Along with the Non-Smokers’ Rights Association, we decided on a cover that triggered thoughts of a crime scene drama.  We produced 72 of striking and straight to the point pages which proved to be a great success amongst health related youth organizations across Ontario and Canada.  With the plethora of interesting images and attention grabbing headlines, the brochure was seen as an accomplishment by many youth delegates and health officials. Date 2008 Client Non-Smokers’ Rights Association Brand NSRA Industry NFP Scope Brochure Design Print...

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Lovable Logos To Impress Parents and Appeal to Children

If your business relies on the attendance of children, whether it’s a kids’ entertainment venue, gymnastics centre or a summer camp, don’t design your logo simply to impress the parents; it should also be highly appealing to children. Parents naively believe that they wield all the power in their parent-child relationship but when faced with a determined small person, adamant that they must visit a kiddie venue they saw advertised, the parents may have little option but to comply.  By the time children reach school age, most can recognise many big brand logos, and rest assured that McDonalds, Angry Birds and the logos of entertainment venues close to home will be amongst them. Of course, a children’s venue logo must also send out the right message to parents:  it must show that the company is professional and sufficiently trustworthy to look after their babes.  A  professionally designed logo, which is well crafted and well thought out, is the only option to achieve this. The alternative – the amateur design – should never, ever be considered when children are the target market:  parents will assume that a company which skimps on logo design will similarly skimp on their approach to child care. A Logo As most business people appreciate, a logo must become synonymous with the company name, services and its philosophy in the customers’ minds.  Its design must reflect what the business is all about, it must be more noticeable than that of the competition and must be hard to forget.  It is a visual depiction of the company and the intelligent use of colour, font and any image in the design is required to immediately show what the company is all about. w A Lovable Logo For Children’s Venues All of the above points hold true.  But in addition, when a logo is required for a child orientated business, there are several key design elements to be drawn on: Bold colours: When primary colours are used to design a simple, child-friendly logo which shows children having fun, both parents and their children will immediately understand that the company offers facilities for kids. Fun and Friendly:  the more fun, friendly and engaging the logo, the more effective it will be.  Children will want to know when they can visit this great place; parents will be phoning to check the opening times. The Mascot:  this is the pièce de résistance when it comes to child friendly logos.  By incorporating a friendly animal or child mascot, a whole new way of advertising the business opens up.  Not only does the persona breathe life, uniqueness and memorability into the logo, but the cheeky chappie (or chap-ess) can be designed to show everything offered by the company:  wearing a party hat on a birthday invitation, tumbling across a website, beaming out of a flyer, or even coming to life as a soft toy. Appropriate: care should always be taken when designing a logo. It needs to show what is on offer without causing alarm:  the cute foxie that looks so nice to adults could be terrifying to small children with all its shiny teeth;  the cartoon of children having so much fun that they look positively hyperactive could be terrifying to many parents. Companies who are promoting services for children would do well...

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Murrenhil Corp. Brand Identity Design. Brochures and Website Development. Case Study.

Where would we be without water?  Many people in the western world take clean running water for granted but it is a precious commodity.  Unfortunately oil spills off the coast and in fresh water are a daily occurrence, ranging from small spillages from individual boats in distress to headline-making disasters.  Oil spills have the potential to contaminate the water supply, kill marine life and birds, deteriorate our health, and alter the ecosystem of coastal wetlands irreversibly.   Fortunately there are companies who care passionately about the environment such as the Murrenhil Corporation who are true green champions. They are an eco-friendly company which was established in 2008 and developed the world’s fastest first response oil containment system: ROC (Rapid Oil Containment). This film laminate system can simply and effectively contain an oil spill before it spreads and carries out its devastating damage, helping to keep the planet’s waters free from pollution. But more innovatively it is held in a small canister, no more than 20 inches in length making it the only oil containment system small enough to be stocked in all water-front locations – it requires 1/20th of the storage space taken up by similar materials on the market. The Branding Objective Having developed such a great product it’s no surprise that the Murrenhil Corporation wanted every marina in the Americas to be equipped with it  – because quick action to clean up an oil spill is imperative to minimize environmental damage. To make its voice heard in the big, wild, ocean-faring world, Murrenhil Corporation wanted a very strong brand – a professional and eye-catching identity which would reflect the fact that they were at the forefront of green initiatives regarding prevention of water pollution.     The Brand Development Company Choice The Murrenhil Corporation approached New Design Group in Toronto after being impressed with the portfolio displayed on their website.   The two companies immediately saw eye-to-eye:  Murrenhil Corporation admired the creativity and professionalism of the New Design Group team; New Design Group loved the philosophy and enthusiasm of these green champions and admired their strong environmentally focused beliefs.     The Branding Requirements The brief was to redesign a range of marketing materials as part of a new sustainable brand identity.  New Design Group worked closely with Murrenhil Corporation to fully understand the products, target market and objectives of the company.  The aim was to create a brand that was memorable and would evoke a strong emotional response in people who saw it, and to reflect the ecologically sound principles the company is based on. Company logo Two different company logo designs were created.  The logo preferred by the client shows a large ‘M’ in calming marine blues and greens, with a gentle green line below, reminiscent of calm waves on the ocean.  By using curved lines and graduated colors the logo reflects the gentle lines and colors found in nature.  The overall look is classic, memorable and professional. Product logo A range of concepts were designed.  To unify the product logo with the company logo, Murrenhil Corporation chose the product logo designed with the same marine blues and greens.  On first viewing, the design suggests an octopus, which is apt as these living creatures will be protected by the ROC system.  Viewed differently the circular part...

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My City Dental. Brand Identity Design and Website Development.

COMING SOON! Date 2015-2016 Client My City Dental Professional Corporation Brand My City Dental Industry Dental. Professional Services. Scope Naming Writing Brand Identity Design Promo Materials Design Website...

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Teye Cosmetics. Packaging Development. Water-colour Paintings. Case Study.

Here are a series of images that were part of a sales pitch and bid for the product packaging redesign for natural based Teye Cosmetics located in Calgary, Canada.  Teye was looking to redesign their product packaging to incorporate more of an ancient and natural feel.  The plan was to infiltrate the Toronto market and open a location in the Distillery District. We went with water colour concepts for this packaging pitch to achieve this and it brought a sense of nature to their package design which we felt they were lacking before.  Teye wanted their packaging to convey the calming and rejuvenating effect their products promote.   Date 2005 Client Teye Cosmetics Brand Teye Industry Cosmetics Capability Packaging...

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Evynns’ Advantage. Case Study.

Coming Soon. Date 2015-2016 Client Evynns Advantage Brand Evynns Advantage Industry Food Manufacturing Scope Verbal Branding and Writing Brand Identity Design Packaging Development Website Development Trade Show Preparation Coming Soon. Date 2015-2016 Client Evynns Advantage Brand Evynns Advantage Industry Food Manufacturing Scope Verbal Branding and Writing Brand Identity Design Packaging Development Website Development Trade Show...

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WeFixScreenz. Logo Design and Website Development for Franchise to be. Case Study.

The Background WeFixScreenz offers a mobile screen repair and replacement service.  As a start-up run by an energetic team, offering quality products, an on-site service and exceptional customer service, WeFixScreenz wanted to get these key messages across to potential customers.  By hiring New Design Group to create a strong company brand identity, they wanted to secure their share of the of the residential and commercial window screen market. The Challenge WeFixsScreenz needed a complete set of branded materials to attract new clients and one which would show why the services they offered were superior to those of their nearest competitors: Logo Business cards Vehicle livery Website Corporate stationery Office signage The Solution A dynamic company requires a bold logo.  The WeFixScreenz logo comprises strong blues, greens and blacks in a geometric design reminiscent of open awning windows.  Its clean and simple design means it is a scalable logo – it will look as good on a business card as when it is reproduced on the side of a company van. The business cards produced by New Design Group give prominence to the logo with the contact details simply and clearly displayed.  The vehicle livery again focuses on the eye-catching logo with the contact phone number and website featuring prominently.  The importance of branded vehicles is particularly important in a service industry where vehicles will be out and about and can create many brand impressions as they travel. For a strong online presence, the website not only retains the same colour scheme and clean cut layout of the logo, but it is a key platform where the company’s unique selling points can be highlighted.  This attractive and easy to navigate website explains the WeFixScreenz difference on every page. To complete the set of branded materials, corporate stationery and office signage were created around the same design: essential items to show customers they are dealing with a professional company whether they simply receive a quotation on headed paper or visit the offices in person. One Page web site design Date 2014 Client WeFixSreenz Inc. Brand WeFixSreenz Industry Professional services Scope Logo Design Website Design Employee Uniform Truck Graphics Promo Materials Social...

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Astonish. Brand Identity Development. Signage Design. Packaging Design. Case Study.

The Objective: Astonish is in the hair care market, specializing in African hair treatments handed down through the generations. They are looking to promote a line of products that reverse, restore and preserve the natural condition of your hair. Astonish aims to bring that body and fullness back to ethnic hair that is subjected to stress from the sun, and dirt and damage done by blow dryers and flat irons that are used by women and men across the globe. The Challenge: We did not look at this project as a challenge, it was quite the opposite. Our dealings with the Astonish brand were pleasant and exciting as there are no other stores like this located in Yorkdale Mall in Toronto, Ontario. New Design Group Inc. looks to make this brand a success and deliver a triumphant brand identity design. So how did we develop a timeless store front brand that will eventually be seen across North America and that we are sure will have great franchise potential and be in line with mega brands like Sephora and Lu Lu Lemon?   The Astonish Branding Case Study – The High Profile Case When the company Astonish, which specializes in African hair care products, wanted to brand their products and flagship store, they were smart enough to hire a professional brand development company.  The owner was well aware that the beauty industry is highly competitive with a number of best selling ethnic hair products already on the market, and that the only way to been seen amongst the masses was to have a strong, effective and memorable brand. 1.     The Brief When the Astonish team met with New Design Group they were able to discuss their vision for the company and to detail their target market – men and women with African hair who want to restore it to its natural beauty.  African hair is stunning in its natural state but is very delicate and prone to breakage – sun, stress and the over enthusiastic use of hair dryers and flat irons can cause serious damage.  The unique selling points of the Astonish products are that they are based on treatments handed down through generations and are formulated to reverse damage and to preserve the natural condition of natural hair. 2.      The Branding Project 2.1 Logo:  As with all good branding projects, the creative team firstly focused on the logo which would appear on all products, packaging and in all marketing material such as the website, storefront and publicity posters. The characteristics of a good and successful logo can be summarized as: Simple and smart.   These are the logos that are eye catching for all the right reasons. Unique and appropriate.  The logo must be unlike any other and although it doesn’t have to depict the actual products, it should be appropriate to the company and its products. Timeless and memorable.  A great logo won’t ever date and will be highly memorable. The New Design Group creative experts designed several drafts which were firstly tested on focus groups and then presented to the client.  After review, a unanimous choice was made – a logo depicting the side profile of the company owner’s face. This logo is indeed astonishing and destined to be high profile.  It is simple, distinctive and the...

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Everlasting Brochures For Kitchen Design Companies

Kitchen design companies that want to attract more business need a professionally designed and perfectly branded brochure.  Even in today’s society of mobile madness and web-based wish lists, smart companies appreciate the power of their brochure.  Most customers planning to spend several thousand dollars on a new kitchen will head to the kitchen design company showroom to see the products in the flesh.  However if they don’t want to make a final decision on the day, they’re not necessarily a lost cause:  sending them home with a quality brochure is a very smart move. All rights reserved. © 2005 – 2014 Kingsmill Kitchens. Design by www.newdesigngroup.ca Brochures For Kitchen Design Companies In the war of kitchen design companies, those with impressive brochures have the edge over their competitors who opt for cheaply designed pamphlets printed on flimsy paper. Not only does a glossy brochure enable would-be customers to browse at their leisure, but it sends out the right message – that this company has the ability to make the dream of a fabulous new kitchen come true.  On the other hand, cheap flyers reek of a budget outfit that is likely to take short cuts in the kitchen design leaving the customer disappointed with the results. Everlasting Brochures For Kitchen Design Companies Presentation Folder:  To achieve an everlasting brochure, the presentation folder is the perfect solution.  This can be beautifully designed with plenty of images showing what is on offer, a top level description of the company’s services and products, and the company contact details. The presentation folders can then be printed in large quantities as the information they display is not subject to change.  So no hefty reprint costs when prices or product lines are updated. Inserts:  Inserts can be designed to complement the presentation folder with regard to visual branding and layout, and to fit snugly within it.  These will provide potential customers with all the fine details, such as technical specifications, prices and special offers The inserts need only be printed in the required quantities: for example, sufficient price lists for a year, or sufficient special offer inserts to last the duration of the offer. Key Advantages Reprint costs:  If the information depicted in the main presentation folder is chosen carefully, it will not change in the lifetime of the folder and won’t require a costly reprint and associated wastage as existing folders are tossed away. When the detailed information changes or new ranges are added to the portfolio, new inserts can be designed and printed in the appropriate quantities. Tailor made brochures:  The presentation folder allows sales staff to only give the relevant information to customers: no need to provide a customer with the insert detailing the most expensive range of kitchen designs if the customer has made it crystal clear that marble and chandeliers are way beyond their budget. Personalised brochures:  The presentation folder can also be produced with cut-outs slits to allow sales staff to include their business card in an impossible-to-miss location.  The clients then have the details of the person they spoke to in the showroom easy to hand. Without a doubt kitchen design companies need a great brochure to hand to indecisive clients who leave the showroom without signing a contract.  And a skilfully designed brochure has the power to convert...

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