ABOUT US Paper Plane Branding and Marketing has been working with companies to build strong brands and activation of marketing campaigns for the last two decades, all which have driven increased brand adoption, market share, and revenue growth. We apply a proven, industry-agnostic brand development process that works for both business-to-business (B2B) and business-to-consumer (B2C) companies. The key to our process is in-depth, up-front research that we use to assess internal and external perspectives on your mission to formulate a unique creative approach. Paper Plane Branding and Marketing has a rich history of working in the Corporate-Enterprise space, continuously delivering marketing messages for multi-billion-dollar companies. We, also, maintain strong relationships with non-profits and community engagement leaders that are heading social initiatives for at-risk-teens and prevention campaigns. We have a mix of professionals with wide-ranging expertise including market researchers, designers, web engineers, technical writers, content creators, project management and event planning. A brand engagement is a true team effort.
WHY YOU NEED A STRONG BRAND A brand is a unique collection of key messages and visual identity components (including logos, colors, fonts and imagery) that convey the essence of your organization, campaign or movement to the marketplace. A strong brand creates a powerful connection between you and the community, employees and other key stakeholders. Developing a brand is more than just a creative exercise; it’s a discipline involving research and analysis, plus structured management and implementation. Marketing efforts that follow are the key component to building awareness around that brand or initiative which leads to adoption. Paper Plane Branding and Marketing marries both the branding process and the marketing implementation in one turn-key solution.
SKILLS
Branding experts with the experience to active brands through marketing efforts - Aligning the marriage between the two Expertise in design creation in graphic, environmental, stage, product, and digital platforms Strong understanding of conceptual solutions
ATTRIBUTES We are a bilingual company. Complete professional team that includes: art directors, AV, web engineers, project managers along with visual media
Est.1997 Building strong brand loyalty in numerous verticals ranging from Non-Profits, SMB clients to Global Corporate-Enterprise clients.
1997VIVANZ COMFORT SHOES story
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Vivanz was a start up shoe company located in Santa Fe, NM. We aimed at penetrating the national market in the comfort shoe industry
Vivanz had no brand, no sales tools, no marketing strategy, and an unattrative product line
We created National brand! Including a logo, sales and marketing tools. Advertising and marketing strategies, trade show booth, point of sale displays, and packaging. After the first season we took over on shoe design; Manufacturing first in Mexico then Brasil. By our third year we accomplished our goal of manufacturing in Italy.
Vivanz placement rapidly grew from 0 to 300 stores; Incuding Neiman Marcus. Shortly after, the company was sold.
2000 NETWORK ARCHITECTS story
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NETWORK ARCHITECTS was a gold certified Cisco Systems partner. The goal with Network Architects was to strenghten their brand so it would stand out aganist competition. This was a must for aquiring new customers. The bigger goal was to sell the company.
The brand was lacking supporting elements, photo strategy, and the tools to tell a strong story.
The strategy was to never show actual technology in the Network Architect collateral. Our plan was to emphasize the human relatability.
The goal was met; After 2 years the company was sold to INX in Dallas,
2003
Instead, we created sales and marketing tools with imagery that communicated the importance of communication made better.
VARIOUS FREE LANCE CLIENTS
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ALPACA WORKS
The branding needed to be built from the bottom up. There was no existing “brand.�
We created branding to suite the international industry of Alpaca sales. This included Alpaca goods sales
The outcome was successful. The farm obtained branding that was instantly identifiable.
Alpaca Works is a small farm in New Mexico. They were interested in expanding sales in Alpacas, fur, and product.
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UNDISPUTED FITNESS
Undisputed had no presence. They were lacking a name, brand, sales tools and marketing strategy.
We created branding to fit the sprouting MMA culture. This included developing spin off clothing brands PURA & ROG. A creation to separate fight promo brand, KNUCKLE UP. KNUCKLE UP was used primarily to create marketing opportunities for the MMA gym & the consecutive clothing brands.
They continue to grow, & have expanded to include Crossfit, Strong man, and Olympic weightlifting.
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SEMOS ASPECTOS
This brand was aesthetically lacking. The look & feel was inconsistant and did not connect to their customer. After a creative rebranding process, we geared them for expansion.
Created branding to fit the educational industry. This branding carried through all facets, including their books.
Unfortunately, their grant funding was cut. As a result, they stopped producing books.
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At the time, O’Form was a start up in the interior design space as a bath and sink manufacture. O’Form was created by sculpturer, Jeff Overley.
Øform lacked branding, sales tools, product design and marketing strategy.
The collaboration started with a rename that lead into design and manufacturing of bathtubs, sinks, lighting and accessories. Branding the buisness included logo, supporting graphics, and a defined photography style. We also directed photoshoots and created practical marketing tools.
Øform was picked up by Duhl showrooms. Due to the economic crash in 2007, the company ended up shelved. There are plans to resume in 2020.
A start up company with dreams of taking over the MMA industry.
A non profit organization that developed bilingual literature for schools.
2006
øform
2007INX story
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Paper Plane was recruited by the VP of marketing at INX. We were familiar with the brand already, having been responsible for packaging the company for sale when we developed work for Network Architects. INX had now gone public, was Dallas based, and needed to unify their brand.
INX had grown tremendiously through acquisition. Many of their acquired regions were still using their individual brands. The objective here was to unify all regions under the new INX.
We started with a new look and feel. This included logos, supporting graphic elements, colors and language. The timeline given was six months to build the brand, trade show booths, marketing, sales tools, and website.
Following the rebranding, INX was acquired by Presidio. Presidio is a Manhattan based company, who acquired INX for $600M.
The next initative, was to gain company loyalty from the regional marketing teams and their general employees. Once that was achieved, we focused on our customers and investors. The goal was once again, acqusition. We repeated the necessary steps in bringing consistency to the brand.
2010 -16 PRESIDIO story
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At Presidio, the faced the same problems we had at INX before the brand transition. The acquired regions were still using their individual brands.
They had grown through acquisition and many new regions did not have a consistant brand to represent as Presidio.
We started with a new look and feel - logos, supporting graphic elements, colors and language. The timeline given was 6 months to build the brand, trade show booths, marketing and sales tools, and website. The next initiative was to gain company/brand loyalty from coast to coast with internal marketing teams and general employees. At that point, we rolled the new branding efforts public. With the goal of acquisition, the brand needed to be tight and consistent.
Since then, Presidio sold to a private holdings company for $2B.
There were other challenges with developing an action plan for Presidio. For starters, Presidio was a much larger company than INX. This means our branding needed relatibility coast to coast.
2013 -16
VARIOUS FREELANCE CLIENTS
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SASTRE APPAREL
No brand, no marketing strategy. Sastre In the its humble beginnings needed to make a T-shirt company look like a clothing company.
Created branding to suite the competitive urban fashion industry; Which included mens and womens clothing and accessories.
SASTRE is in 48 stores nation wide and just did Mercedez Benz Fashion Week.
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BLOODY MARIA
No brand, no marketing strategy, no packaging
Created branding to suite the liquor industry. Designed the product label and packaging. Developed a story that adds history and intrigue to the brand with a cultural twist.
Bloody Maria is now in over 300 stores in the southwest. Including Costco, Albertson’s, Smith’s, and Wal-Mart.
A start up clothing line with the idea of combining music and clothing as a paired product.
A start up bloody mary mix from Taos, New Mexico; Farmed and bottled in Arizona.
Directed and designed seasonal lookbooks, store displays and organized and managed fashion shows including MBFW. Created all advertising ; Print and social.
2017
HIGHPOINT
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HighPoint is a well established network infrastructure company based in Sparta, NJ that needed to rename and rebrand as part of an expansion objective.
The prior name was well-known in the industry and the owners had personal attachment to the previous look and feel, as they personally created it during their start-up phase.
As part of our creative process, we developed more than 100+ working comps and naming possibilities until the entire leadsership team felt confident in the fact “this is the one”. The annoucement of the new name and brand was June 2016 . The entire reveal had to happen at once. This included all sales tools, website, collateral and signage.
The launch of the new name and brand kicked off on schedule - and was such a success, we closed the project by rebranding Rudgers Stadium, located within Rudgers University, as the new “HighPoint” stadium. Rudgers in on ESPN on a weekly basis.
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JOHN FOLEY, INC.
John’s website is media (photo and video) heavy but required a smooth, seemless function and SEO to support it. But as Blue Angels are intigrated into the media, we needed to follow careful Copyright laws to ensure complicance.
We designed look, feel and fuction into an engaging customer facing platform. Along with the new website, we built the backend system to collect customer contacts in a database for marketing efforts going forward.
John’s site not only has functionality, but in a easy to manage platform that provides his clients with beautiful content and a access point to education and downloadable eBooks,
John Foley is a well know motivational, and leadership development speaker. As a former Blue Angels, John wanted the professional look, feel and functionality to his brand and website.
2018
BLACK BOX FITNESS
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Black Box is one of the largest Crossfit “boxes” in NM. Black Box was part of an acquisition in early 2018 and needed a revamp.
Due to previous ownership, Black Box needed a culture change which is always a challenge when it comes to a service based industry.
We needed to rebrand Black Box without losing the history and connection to the community. By doing a slight modification to the brand, and supporting elements including color pallet, we started driving towards the language and ways Black Box communicated with its current memebrship base while driving campagins to bring in new memebrs.
Within the first 90 days of the rebranding efforts, Black Box saw a 15% increase in membership and a solid ROI on the branding and marketing efforts.
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DAN MILLER
The companies that hire Dan don’t allow for direct marketing to their employees, so we needed to a creative way for them to reach out to him and request more information.
After a strategy rehaul on Dan’s brand and the supporting elements, we designed and implemented a website that has PDF downloadable eBooks. We merged that with a text application that can be done as a Call-to-Action during his speaking events.
Dan has been able to build a database he can market to through their request, all with a streamlined approach that doesn’t need admin support or any manual efforts on his part. It is a true plug and play solution.
Dan is a nutrition and lifestyle coach in the Corporate Enterprise space. He needed a way to start developing recurring revenue from people he was speaking to.
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NEW MEXICO UNITED
Being NM is a soccer heavy state, the implementation of a “Franchise” sport in a culturely diverse state required a large amount of research to ensure we truly united the state instead of segmented it.
We were able to apply large amounts of market reseach into the brand development. The brand guildelines has to adhere to the league requirements as well as gain approval from the USL. This required not only a creative application of NM’s history but the market proof to stand behind it. 300+ working comps proved worth it
The first professional sports team is set to publicly reveal the team name and brand to the public, but the focus groups that have been surveyed have show tremendous buy-in to the direction this team is going.
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SERENITY MESA
As a non-profit, Serenity Mesa is required to stay within certain guidelines while obtaining funding from local state and federal dollars.
We created a golf tournament platform that fit the restrictions as a fundraiser to help Serenity Mesa raise operational dollars and community visability. This included the look and feel of the tournament, but also, development of sponsorship packets, signage, sourcing printers and managing the implemention of the event.
The golf tournament was a huge success and will be an annual event going forward.
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Buy Local is a non-profit arm of PNM. The push is to create more local spend within the community - the goal is to create a better overall economy.
The size of a campaign on limited dollars requires creativity in building something that is effective and timeless.
We worked with the PNM team to develop a go-to-market concept and got to work on bringing the vision to a tangable product. We created a campaign that would get local business involved and would allow locals to be proud to “Buy Local” through stickers, geotags, and social media filters.
The board of advisors were thrilled with the amount of work done within budget and the campaign goes live in September 2018.
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BLACK BOX “STRONG TOGETHER”
The ability to change processes within the youth juvenile system while obtaining funding from both state and federal funding, Black Box “STRONG TOGETHER” knew they needed their mission and idenity nailed down.
Grant processes and facility applications require a strong brand and the solid foundation to adhere to the set rules and regulations. Black Box “STRONG TOGETHER” creation including a brand, language, digital collateral and media to support the research.
As mid-year 2018, Black Box “STRONG TOGETHER” is in the middle stages with local facility buy-in on implementing a strength program as a pilot into the largest juvenile detention center in the state.
NMU is a true start up USL franchise. This professional soccer team will be the first professional sports team in the state of NM.
Serenity Mesa is a rehab facility in Albuquerque, NM that provides free support services to youth that struggle with addition.
story “BUY LOCAL” by PNM
Black Box wanted to implement a non-profit arm to reach out to “at-risk-youth” through strength training.
Cisco Systems ENC VCE Intel Layer One Communications Big Barn Crossfit Black Box Fitness Athlete Factory Whirling Rainbow Productions Zen Line Highpoint Nuevo Cervesa Dan Miller El Camino Black Box “Strong Together” Stray Dog John Foley, Inc Concrete Cowboy New Mexico United Blue Bunny Ice Cream Serenity Mesa Aspectos Culturales “Buy Local” By Pnm Phoenix Modeling Agency Photos By Bruno Mana Shrimp . World champ boxer Monica Lovato Sumati yoga bags Coyote Cafe Tribal Treckkers
505.401.0898