Presentation delivered by Mark Cheater, Director of Publications at Defenders of Wildlife, at PCDC's brown bag lunch, "Developing and Managing a Design Identity," held at Vanguard Communications on September 23, 2010.
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Mark Cheater Presentation - PCDC 9.23.10
1. Branding Gone Wild:
A Case Study
Mark Cheater
Dir. of Publications
Defenders
Defenders of Wildlife
2. The Challenge
• No consistent look for group’s pubs
• Wild profusion of organizational logos
• Little/no understanding of branding
Defenders of Wildlife
4. • Got leadership support for
branding effort
• Hired experienced consultant/designer
Defenders of Wildlife
5. • Got agreement on basics
– Logo
*variations:
– Color scheme
– Fonts
– Other
Defenders of Wildlife
6. • Created materials
– Stationery/biz cards
– Fact sheets
– White papers
– PowerPoints
Defenders of Wildlife
7. • Produced guide for staff/
contractors
• Rolled out materials, educated
staff and contractors
Defenders of Wildlife
8. Lessons/advice
• Hire an experienced consultant
• Leadership needs to be on board/visible
• Be patient
• Keep it simple
• Accentuate benefits to staff/org
• Buy a wig
Defenders of Wildlife