Branding by Example
Articulating a company’s brand is more than a creative process, “It’s an art.”
Providing branding services for great clients, we’ve learned no two campaigns are ever the same. Illustrated below is a portfolio example designed and produced for McGraw-Hill over two years. We like to refer to this segment as “Branding by Example.”
McGraw-Hill partnered with us to reinvigorate their brand and stimulate both their clients and educational network. Every partnership was vital in delivering a high-quality campaign, all external and internal contributors played a significant role in the evolution of this project.
The creative process began with a strategic outline and presentation—including strategy, consumer messaging, color, and fonts—we started our journey with Craig Frazier. Craig is known for his illustrative solutions, and artfully illustrated a new branding statement applied over the entire life of this award-winning campaign. Campaign components included digital and print solutions for sales materials, brochures, folders, trade show support, web banners, emails, DVDs, training materials, and educational products.
Marketing Director, Troy Viss, explains:
“…with formidable resolve, Mark has the unique ability to lead opposing perspectives into cooperative alignment—and he accomplishes this with honesty and a passion for business strategy and creative process that is truly inspirational. Over a period of almost two years, CTB/McGraw-Hill relied on Mark to provide integrated communication strategies and creative solutions for various company and product brand, identity, packaging, marketing, and advertising initiatives. His expectation for quality at every level of every project matched (and often exceeded) the most demanding standards of our organization. We learned a lot from Mark—about how to become more honest, direct, and familiar with our products and with our customers.”
Featured photos include branding projects for McGraw-Hill Education and CTB McGraw-Hill sales promotion and educational tools featuring Craig Frazier, who helped us illustrate a renewed, easy-to-identity, corporate guidance marketing system.
