BARBER GALE DESIGNING SUSTAINABLE BRANDS
Barber Gale provides dynamic, sustainable brand development and creative design solutions for companies that market environmentally-positive products, services and corporate values.
WHAT IS A BRAND?
A brand is the promise, the big idea, and all the expectations that reside in each customer’s mind about a product, service, or company.
A BRAND IS SHORTHAND, IT STANDS FOR SOMETHING.
OKAY, SO HOW CAN YOU MAKE MY BRAND SUSTAINABLE?
HEART
Sustainable brands tend to narrow a company’s focus yet Sustainable brands have heart. It’s in the language, the co
NARROW FOCUS · BROAD APPE AL
t broaden their appeal and substance. onversations, the board room discussions and decisions.
WE DO IT WITH
BRAND = PATTERN
BRAND EQUALS PATTERN is our method of bringing out those attributes that make your brand unique, giving it its own impossible-to-replicate sustainable identity. YOUR BRAND’S CLEAR, DISTINCT PATTERN NOT ONLY DIFFERENTIATES YOU FROM YOUR COMPETITION, IT ATTRACTS THE BUSINESS YOU SEEK, CREATING HEALTHIER, STRONGER, AND LONGER-LASTING (I.E. SUSTAINABLE!) RELATIONSHIPS.
BRAND EQUALS .01
DISCOVER
.02
CLARIFY
.03
SCULPT
S PATTERN .04
DESIGN
.05
LAUNCH
.06
SUSTAIN
SUSTAINABLE P In addition to brand equals pattern, here are a few other sustainable branding ideas…
GENERALIST
SPECIALIST SU
POSITIONING Crafting strong sustainable positioning will make it easier for prospects to find you. Specialist with
STAINABLE POSITIONING
EMBRACE THE TRIPLE BOTTOM LINE*
PEOPLE: FAIR AND BENEFICIAL BUSINESS PRACTICES TOWARD LABOR AND THE COMMUNITY AND REGION IN WHICH A CORPORATION CONDUCTS ITS BUSINESS PLANET: SUSTAINABLE ENVIRONMENTAL PRACTICES PROFIT:
SALES, PROFITS, CASH FLOW, JOBS CREATED
* Coined by John Elkington in 1994
STEER CLEAR
OF GREENWASHING
DO NOT EVER, EVEN A LITTLE: MISLEAD WITH WORDS MISLEAD WITH VISUALS AND/OR GRAPHICS MAKE A GREEN CLAIM THAT IS VAGUE OR SEEMINGLY UNPROVABLE OVERSTATE OR EXAGGERATE HOW GREEN THE SERVICE ACTUALLY IS OMIT OR MASK IMPORTANT INFORMATION, MAKING THE GREEN CLAIM SOUND BETTER THAN IT IS Greenwashing Index Scoring Criteria, www.greenwashingindex.com
SHOW ME SOME INTERESTING EXAMPLES OF YOUR SUSTAINABLE WORK!
ROBERN | SUITE OF MARKETING MATERIALS
ROBERN | HOSPITALITY BROCHURE
VICTAULIC | G-103 GENERAL CATALOG
VICTAULIC | TRADESHOW GRAPHICS
VICTAULIC | DISPLAY BANNER STANDS
BOTTOMLINE | BRANDING REFRESH
SUNGARD AVAILABILITY SERVICES | BRANDING REFRESH
LIBERTY MUTUAL SURETY | BROCHURES
BIOPHILLY | IDENTITY, WEBSITE, E-CAMPAIGNS
THE CAMPAIGN FOR MOUNT NITTANY MEDICAL CENTER | COMMITMENT TO DISTINCTION CASE STATEMENT
BUILDING GREEN | OVERCOMING BARRIERS IN PHIILADELPHIA
SUSTAINABL GRAPHIC DESIGN MATTERS BECAUSE…
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Design is a powerful conduit for change. As the messages, artifacts and experiences we create pass through the hands, minds, and hearts of people, we have an opportunity to weave sustainability into the broader fabric of culture and to shift consumption and lifestyle aspirations to a more sustainable basis for living. - AIGA
Far and away the best prize that life offers is the chance to work hard at work worth doing. Theodore Roosevelt
SUSTAINABLE BRANDING IS OUR WO
ORK WORTH
DOING.
WE ARE
bioPhilly AIGA: LIVING PRINCIPLES FOR DESIGN
BARBER GAL CYNTHIA BARBER GALE 610-705-3606 www.barbergale.com cgale@barbergale.com
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