BNY Case Study

ARCHITECTURAL SIGNAGE & SWITCH FILM ONE STOP GLOBAL RESOURCE

CASE STUDY

cold-call - /ˈkōl(d)ˌkôl/

- To make an unsolicited call on (someone), by phone or in person, in an attempt to sell goods or services.

In October 2023, Ed Sanders Jr. attended a wedding in the Bahamas where he ran into a college friend. They hadn’t seen each other in a while, and when she asked about his new career, he replied positively. They chatted about various projects, including a significant rebranding for Shiseido happening that evening in their Madison Avenue offices. They enjoyed the wedding, the weekend , and time with their friends.

Upon returning to NYC, they reunited at BNY Mellon in NYC. Ed was introduced to the Real Estate & Facilities Team of the bank. Coincidentally, the senior manager, also named Ed, knew Ed Sanders Sr. from 20 years ago from a previous financial institution. The three Eds met, and a formal introduction was made to Nick Cody and Ana, who were leading a time-sensitive and highly confidential rebranding of an industry titan BNY Mellon.

Guess what? The Meeting turned out to be a major success for both the Bank & Directed TRANSITION OF A BRAND

THE NEW IDENTITY

THE HISTORY OF BNY : The Bank of New York Mellon Corporation, commonly known as BNY Mellon or simply BNY, is an American banking and financial services corporation headquartered in New York City. BNY Mellon offers a range of services including investment management, investment services, and wealth management. The corporation was formed in 2007 through the merger of The Bank of New York and Mellon Financial Corporation. Following the merger, the combined entity adopted the name The Bank of New York Mellon, which was later streamlined to BNY Mellon and eventually to BNY. Today, BNY is the world's largest custodian bank and securities services company, overseeing assets worth over $50 trillion.

THE CHALLENGE A global company with numerous locations approved its new brand standards on May 1, 2024. With domestic locations in NYC, NJ, PA, and FL, as well as international locations in the UK, India, Poland, and Hong Kong, they aimed to execute a simultaneous rebrand and launch across all sites on June 11, 2024. The challenge was to maintain complete confidentiality of the new branding throughout the process.

THE SOLUTION BNY partnered with Directed, a company they had never worked with before, based on trust in the Senior Director’s knowledge of the supplier from 20 years prior and Ed Jr’s successful initial “Cold Call” and introduction. This combination established a trustworthy working relationship THE CONCLUSION Within SIX WEEKS, Directed successfully achieved the following: • Develop architectural drawings for all locations within three Business Days • Created custom colors for the new logo, produced on ¼” & ½” Aluminum • Designed custom polycarbonate standoff boards with 3M privacy film to cover damage from 15-year-old pin-mounted signage, and applied dimensional letting on top.

• Maintained complete secrecy of the brand elements during development, production, and installation • Installed the new branding at all global locations with precise timing, ensuring on-time completion.

• Coordinated the unveiling, ensuring simultaneous presentations at all global locations.

PL AN S

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NEW YORK CITY

NEW YORK CITY

QVS - LONDON

MANCHESTER

PITTSBURG

FLORIDA & NJ

SWITCHABLE FILM GOING FROM CLEAR GLASS TO TRANSLUCENT IS AS EASY AS TURNING ON A LIGHT. An essential contemporary design element, glass separates interior spaces without blocking natural light or obstructing your view. There are trade-offs, however: conventional glass sacrifices privacy or requires the integration of additional design elements – such as blinds, curtains and roller shades – which detract from its otherwise pristine aesthetic.

Smart Film radically changes the privacy landscape of interior design.

This features an “inbuilt privacy system” which can be instantly activated or turned off with the simple flick of a

switch.

SWITCHABLE FILM HALF EXTERIOR CONFERENCE ROOM

SWITCHABLE FILM EXTERIOR OFFICES

SWITCHABLE FILM INTERIOR OFFICE

SWITCHABLE FILM INTERIOR CONFERENCE ROOM

FACILITY SOLUTIONS

IN ST AL LA TI O N

NEW YORK CITY 17TH FLOOR SMART FILM

NEW YORK CITY 17TH FLOOR SMART FILM

A Brand-New Conference Center on the 17th floor of 240 Greenwich Street in NYC embraces the latest in technology from Directed.

• • • •

Privacy Film Switchable on Demand Latest in Clear Technology 99.6% Transparent Lutron Interface for Controlling the Modes of Privacy Manufacturing and Local Installation all USA-Based

COMPANY BACKGROUND

OFFICE ADDRESS

DirectEd Online provides facility and marketing solutions for Fortune 1000 Companies. With over 40 years of experience, we pride ourselves on being resourceful, adaptive, and capable of facilitating projects in marketing, facilities, real estate, procurement, office services, and events.

ORGANIZATIONAL STRUCTURE:

Our projects encompass commercial print, wall coverings, architectural signage, digital print, wide format, direct mail, PPE, promotional items, furniture, protective partitions, warehousing, logistics, and fulfillment—all managed through a single source.

We leverage innovative technologies via our online e-stores, which integrate with systems like Coupa, PeopleSoft, and SAP, making projects efficient, streamlined, and cost-effective.

CEO & FOUNDER Edward Sanders is the CEO and Founder of DirectEd Online, providing innovative solutions for marketing, procurement, and facilities professionals for over 40 years.

His journey began in Brooklyn, New York, at 13, working in an after-school program for a local print company near Brooklyn College. Over the next five years, he honed his skills in the darkroom, bindery, on press, and as a production manager in NYC. His father's teachings were inspirational: born in 1901, his fundamental advice was simple—perform your duty better than anyone else, and success will follow.

Over the past 45 years, Edward has worked as a production manager, account executive, and director of business development before becoming an entrepreneur and founding DirectEd. The core principles are to provide knowledge, solutions, and insight, always delivered with a smile. Over the next 20+ years, we will continue to evolve and adjust our offerings to remain relevant for our clients.

2 Old Mill Road Caldwell NJ 07006 1140 Broadway New York NY 10003

Parent Company: Directed Online Subs: DIRECTED INTERIORS – DIRECTED FACILITY SOLUTIONS CEO: Edward J Sanders ed@directedonline.com CRO: Edward M Sanders ems@directedonline.com EVP: Wendy Kaplan Schwartz wendy@directedonline.com PM; Thelma McQueen TMCQ@directedonline.com OPS: Matthew Connelly matt@directedonline.com Facilities: Anthony Roces Anthony@directedonline.com VP Finance: Christine Mazawey Christine@directedonline.com VP Promotional: Jill Kaye jill@directedonline.com MPS: Al Moline al@directedonline.com Director Procurement: Zolt Sapy zs@directedonline.com Logistics: Mario Pasquarellio mario@directedonline.com Sales: Justin Riehl Justin@directedonline.com Sales: Mark Fleissig mark@directedonline.com A/R: Paula Gagliardi paula@directedonline.com Online Stores: Jessica Andersen jessica@directedonline.com

CEO

Project Manager

President

Creative Director

Production Manager

Machine Operators

Finishing

Packaging

VP Sales

Shipping

Sales Manager

OBD

Account Executives

Business Devo

ABOUT US Directed provides solutions that seamlessly integrate into your business. Our journey began in 1980 with an after-school program at a commercial printer in Brooklyn, NY. Starting from sweeping floors, we progressed through various roles such as bindery, darkroom, stripping, plate making, and pressman, eventually becoming a Print Production Manager in Manhattan by the age of 20. Over the years, our expertise and knowledge have grown exponentially, and we continually share this with our clients and employees.

We specialize in providing global signage and branding solutions for your company. Our services include managing localized approvals, COIs, installations, and filing all necessary permits. With global insurance coverage, you can be confident that your project, regardless of size, will be handled by consummate professionals.

One of the key ingredients to our success comes from the teachings of my father.

He taught us to stay focused on the task at hand, perform our duties better than anyone else, and believe that our dreams will come true. My father, born in 1901, served in World War II and worked for the Penn Central Railroad for 60 years, living to the age of 93. Directed’s determination stems from the belief that "if you build it, they will come," and in our case, it means earning the trust and loyalty of our clients.

IDEAS

INSIGHT

INNOVATION

At Directed, we share ideas and best practices with our customers every day. Some days, our discussions revolve around innovative materials such as stone, seed, and earth-friendly wide-format papers that are compostable or plantable. Other times, we explore dimensional designs, Zünd cutting techniques, or ClingZ materials that adhere to various surfaces. We even create pop-out-of-thebox experiences. Each day brings new and unique challenges, and the best part is, we are always eager to learn and help.

We start every project by gaining a thorough understanding of your business objectives.

Collaborating closely with your team, we develop communication strategies designed to achieve those goals. With 60 years of experience in executing countless marketing campaigns, we offer unparalleled insight when delivering detailoriented programs, always keeping your brand at the forefront of tomorrow.

At Directed, we specialize in delivering innovative print solutions that captivate and inspire. Whether it's crafting a stunning digital brochure, designing an impactful annual report, or creating eye-catching window and event graphics, we're dedicated to making your brand message stand out. Our expertise extends to digital and dimensional mail, as well as promotional materials, ensuring every piece is delivered promptly to maximize your communication impact. Trust Directed to elevate your print communication with creativity and efficiency.

The Directed Experience We create experiences that connect people to places.

Our graphic design services are designed to enhance user experiences by creating clear and compelling visual narratives.

Beyond traditional wayfinding and signage, we craft experiential graphics that tell your story and deepen engagement with your brand.

Our Graphics Studio offers a range of services including placemaking, wayfinding solutions, interactive features, and exhibit and museum design. Our team includes skilled professionals trained in museum, exhibit, graphic, and industrial design. This expertise allows us to integrate graphic design harmoniously with architecture and landscape, resulting in fully integrated, high-performance solutions for our clients.

The Directed Eco-System Collaborative Ecosystems: Maximizing Value Through Diversity We embrace the power of collaborative ecosystems to achieve extraordinary results. Our approach is built on multiple studios and services that seamlessly integrate to deliver unparalleled expertise tailored to meet each project's unique business objectives. This collaborative model allows us to offer innovative solutions and engage in a wide range of possibilities beyond conventional building types.

Our depth of experience enables us to create platforms where tenants and target audiences thrive. By fostering a mixed-use ecosystem, we empower our clients to build environments that capture new value and foster growth.

FACILITY SOLUTIONS

Directed Branding

Sustainable Experiences

Americans spend 87% of their lives immersed in the built environment. At Directed, we see this as an opportunity to enhance lives through thoughtful design. Buildings aren't just spaces—they're canvases for efficiency, wellness, resilience, and productivity, and opportunities for connection, exploration, and learning.

We believe sustainable design is integral to smart, integrated design. We meticulously consider its impact on operations, feasibility, lifecycle costs, user desirability, and profitability. Our goal is to design solutions that not only enhance bottom-line performance but also contribute positively to the environment.

Directed specializes in branding for the built environment, seamlessly integrating structure with soul. We collaborate with architects, interior designers, owners, and marketing teams to create powerful brands that resonate deeply with end users.

Our comprehensive services include storytelling, brand identity and messaging, experiential concept development, digital marketing strategy, and sales enablement. From schools and innovation centers to shopping centers, office parks, multifamily projects, hotels, and restaurants, we bring your vision to life in every detail.

Let’s partner to extend your identity into the spaces you create. Whether launching a new project or repositioning an existing one, we ensure your project delivers your crucial messages, resonates with your target audiences, sets you apart in the marketplace, and maximizes your return on investment.

Our sustainability consulting process takes a holistic approach, starting from regional context and urban planning, through design, construction, and occupancy phases. Directed ensures sustainability is woven into every aspect of the project, maximizing positive outcomes for our clients and communities.

Below are some examples of sustainable design strategies our team has researched and implemented on past projects: •Mass timber structures •Net zero-energy building design •Embodied and operational carbon neutrality •VRF with geothermal technology •Passive solar design •Daylight analysis •Whole Building Life-Cycle Assessment •Building integrated PV systems •Rainwater harvesting •Greywater treatment and irrigation •Bioretention •Living walls and biophilic design •Green roofs and edible production gardens •Rain gardens and bioswales •Electrochromic glass •Product disclosures and healthy materials

FACILITY SOLUTIONS

ESG COMPLIANCE

RECYCLING 1 TON of PAPER:

Environmental, social, and governance (ESG) concerns continue to ratchet up as stakeholders increasingly expect a company’s business strategy to align with its sustainability commitments, priorities, and requirements. Stakeholders understand the impact and dependence of companies on the environment and society, and it’s evident that sustainability reporting and disclosure are more than “check-the-box” compliance exercises. ESG is about risk and opportunity.

It could underpin your business strategy and have the potential to unlock strategic possibilities. For many companies, ESG is about business fundamentals. Our latest survey data shows that 89% of executives are proactively making strides now to hold themselves accountable and drive trust with their stakeholders, better positioning themselves to thrive and differentiate over the long term.

• Saves 17 mature trees • Conserves 7,000 gallons of water • Preserves 3 cubic yards of landfill space • Reduces the need for 2 barrels of oil • Saves 4,100 kWh of electricity (enough to power a home for 5 months) • 500,000 trees are cut down weekly to produce Sunday Newspapers.

• Recycling just 1/10 of American newspapers annually, could save 25 million trees.

• Recycling a single run of the Sunday New York Times saves 75,000 trees.

• Recycling all US newspapers could save 250 million trees.

• The average American uses 7 trees worth of paper each year.

• An estimated 1 billion trees’ work of paper is thrown away annually in the US. • Americans use 85 million tons of paper per year.

• 17 saved trees can absorb 250 pounds of carbon dioxide; burning them would create 1,500 pounds of CO2.

• In 2007, over 56% of paper consumed in the UD was recycled, equaling 360 pounds per person.

• 400 paper mills use recovered materials for their production process.

We released an ESG readiness report in March 2022, at which time 21% of executives indicated that their companies had established a cross-functional working group—made up of executives across finance, accounting, risk, legal, sustainability and other business leaders—to drive strategic attention to ESG for the business. A similar profile of respondents surveyed recently noted that progress in establishing a cross-functional working group has nearly tripled to 57%.

ESG readiness and external assurance remain valuable tools in preparation and can make a significant impact on a company’s governance and reporting processes and controls. Our recent findings show that nearly all (96%) executives plan to seek external assurance for the next reporting cycle, with 61% already seeking external assurance and 35% seeking external assurance for the first time. These findings indicate that more mature ESG programs typically have key components of an effective governance structure like ESG councils and assurance processes in place.

FORESTRY FACTS Are werunning out of trees in the U.S.?

No; in fact, there are more trees in the U.S. today than there were 70 years ago. The paper and forest products industry plants more than three times the number of trees that are harvested every day.

How manytrees are planted eachyear in the U.S.?

Over 2.5 billion trees are planted annually in the U.S. The forest community alone plants over 1.5 billion of these trees; averagingabout 4 million new trees planted daily, Are we cutting down more trees in the U.S. than we're planting?

No. Forest growth has exceeded harvests since the 1940s.

What percentage of the world's wood is used each year to make paper?

Only about 17% of the 3.3 billion cubic meters of wood consumed worldwide annually is used for papermaking.

Much of this wood comes from wood chips and residues left behind from sawmill operations. Over half of the world’s harvested wood is used for fuel, primarily for cooking and heating.

Will recycling paper help save tropical rainforests?

Recycling paper can help indirectly preserve tropical rainforests. The trees in tropical rainforests are rarely harvested for paper; instead, deforestation is mainly driven by population pressure in underdeveloped nations. More than 90% of tropical deforestation occurs due to the demand for agricultural land and firewood.

Doescutting down trees for papermaking lead to deforestation?

No, cutting down trees for papermaking does not lead to deforestation. Deforestation involves permanently clearing trees for purposes such as agriculture, development, or other uses where trees are not allowed to regrow. Paper companies and the forest products industry actively reforest areas they harvest. They replant trees, encourage new growth, and create forested areas where none existed before. However, deforestation is a significant issue in many parts of the world, particularly in the tropics, driven mainly by population pressure. In these cases, forests are often cleared for fuel or to make way for agriculture.

How muchof a harvested tree is actually used? Is any part wasted?

The forest products industry utilizes almost every part of a tree, ensuring minimal waste. Larger trees with diameters over 8 inches are used for lumber and building products, while smaller parts like trimmings and wood chips are recovered for paper production. Natural chemicals from wood chips are extracted for products like turpentine, plastics, and food flavorings. Tree bark is recycled into garden mulch or used for energy in paper mill furnaces.

Leaves, needles, and small branches left in the forest replenish the soil with organic matter, helping to retain water and prevent runoff.

Paper vs. E-Waste Computers and Electronics • • •

The electricity used to power a computer for five months could produce enough paper for the average person for an entire year.

Paper is biodegradable, and nearly 60% of all paper in the U.S. is recycled.

In contrast, only 18% of electronic devices are currently recycled, and e-waste constitutes the largest waste export in the U.S.

Is "e-waste" considered hazardous?

Certain electronic components contain materials that can be hazardous, depending on their condition and density. For example, nonfunctioning CRTs (cathode ray tubes) from televisions and monitors are considered hazardous under California law.

What should I dowith myelectronic discards?

Follow the mantra of “Reduce, Reuse, Recycle”: • Reduce e-waste by making smart procurement choices and maintaining your electronics • Reuse functioning electronic equipment by donating or selling it.

• Recycle components that cannot be repaired.

CLIENTS

PARTNERS

References Bank of New York Nicholas Cody 917.324.6942 Nicholas.cody@bnymellon.com Weil Gotshal Manges Carlos Ruiz 917.930.7270 Carlos.ruix@weil.com

Terms & Conditions

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2.

White & Case Tammy Franklin 212.891.7876 Tammy.franklin@whitecase.com Fried Frank Raymond Pezzuti 917.209.0601 Raymond.pezzuti@friedfrank.com Springer Nature John Valencio 917.376.4983 j.vallecillo@us.nature.com Antares Ramses Geronimo 347.344.7004 Ramses.Geronimo@Antares.com

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Standard Payment: All invoices are to be paid based on net terms. In the event that a revolving line of credit is accepted, all payments must be made at the end of the month of invoice. Failure to pay invoices within the time periods previously enumerated may subject the customer to collection proceedings for which costs and expenses will be sought. In the event that Directed Online should commence any legal action(s) or otherwise seek to collect payment from the customer, the customer agrees to pay reasonable attorney(s) and/or collection agency fees, prior to, and subsequent to a judgment entered by a court of law, and other expenses incurred by Directed Online whether or not a suit is filed. The customer expressly waives the right to a jury trial.

Limits of Liability: In no case will Directed Online nor any of its agents be liable for reimbursement of any expenses, costs or claims alleged due to the defect of any product or due to the failure to timely delivery by a carrier.

Directed Online Inc, or agents will also not be liable for any claimed loss of business opportunity due to any defect in any Directed Online Product or the failure to timely deliver any Directed Online product. The sole recourse to any customer is the replacement or repair of a product or the refund of the purchase price of any Directed Online Product, at the discretion of Directed Online.

Retention of Title: Title in all goods and services provided will remain with Directed Online until full payment, including interest or penalties where applicable, is received. Title will also vest in all proceeds of our goods that are transferred to any third parties.

Governing Law: Any disputes arising from any Directed Online order entered in the United States of America shall be subject to the laws of the State of New York and shall be submitted to binding arbitration according to the rules of the American Arbitration Association. This arbitration shall be carried out in the City of New York at a date and location determined by the parties and arbitrator.

Impossibility of performance: Should one or more of the provisions in this contract be voided by statute or public policy of the location where it is executed, all other terms and provisions shall remain valid and enforceable. All voided clauses shall resume their effect as soon as the reason for inapplicability has ceased. Acts of God, acts of state, war, disturbance, or strike, acts of nature, fire, law or judicial decisions shall be deemed as force majeure events and will constitute impossibility of performance. In the event of temporary impossibility, the performance of the contract shall resume on the same terms once the reason for non-performance has ceased.

6. Payments for this RFP no deposit required full payment net 15 days after completion.

Edward Sanders ed@directedonline.com

Mario Pasquariello mario@directedonline.com

Alan Stromfeld alan@directedonline.com

Christine Mazawey christine@directedonline.com

Al Moline al@directedonline.com

Jill Kaye jill@directedonline.com

Jessica Andersen jessica@directedonline.com

Lou Tazoli Lou.tazoli@fclgraphics.com

Dan Foster dan@dataprintusa.com

Toni Reuille treiulle@dataprintusa.com

Trisia Tomanelli trisia@t-squareddesign.com

O U R T E A M

Wendy Kaplan wendy@directedonline.com

Nicki Ferrante

Edward M Sanders

Matthew Connelly

Michael Varoukas

Mark Woroch

Jeremy Burn

nicki@directedonline.com

ems@directedonline.com

matt@directedonline.com

mvaroukas@crsmove.com

mark@directedonline.com

salesiq@directedonline.com

GLOBAL SOLUTIONS

As the world becomes a smaller place to do business made possible through advances in technology & communications, more companies are looking to expand globally. Organizations competing in this marketplace face unique challenges to globally expand their branded materials in an electronic and print format. To support these marketing and communication efforts, Directed Online can facilitate the production and distribution of these projects with guaranteed quality delivered with local expertise. Our partners are located in 30 countries, and have more than 130 facilities globally which make this all possible everyday.

OUR PARTNERS LOCAL SOLUTIONS

we gravitate towards the most basic simplistic ideas sustainable responsible environmentally friendly info@directedonline,com directedonline.com directedfacilitysolutions.com directedpromo.com 917.589.8900

strategic efficient corporate solutions

48 States + Hawaii & Puerto Rico, Canada, Central & South America – EU Nations & Spain, Portual, Sweden, Poland, Denmark, India & Japan