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2 Meiren Snow The task Meiren Engineering OÜ is a company involved in the sphere of product development and engineering; the company’s main business includes the development of snow ploughs, buckets and special equipment. Velvet was given the task of creating a new brand and marketing strategy for penetrating new markets – Scandinavian countries, Iceland, the US and Canada. The challenge involved the creation of a visually strong brand, which could be distinguished from competitors and would convey the brand’s promise, reflecting the attitude of Meiren’s owners and employees, while influencing the regular user of Meiren’s product – a snow plough – capable of appreciating the high quality of Meiren’s products, their convenience and reliability. Concept and strategy The project included the following stages: choosing the strategy, identifying identity, wording the brand’s promise or slogan, creating a collection of photos, choosing the communication media, creation of a website and preparation of marketing and sales materials. The agency passed all these stages in cooperation with the Velvet Creative Alliance’s teams, also involving, apart from the strategy and design team, a web team (Velvet DigitalPaper) and a photo studio (Kliff ja Klaus). A brand and slogan reflect the attitude of Meiren’s owners and employees both towards the consistent development of the company and product development. A website providing an excellent overview of Meiren’s sub-brand products and working principles was launched as the outcome of the web team’s efforts. Velvet also developed new sales and marketing materials, an action plan for social media channels and souvenirs to be used at product-launch events and fairs – all as a part of the marketing strategy.
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Impact and results After the new brand was launched, Meiren Snow products have been sold to all countries shortlisted as the main targets, and active work to penetrate new markets is in process. Compared to 2009, the company’s management expects the turnover to be increased by more than 20% in 2010. Client’s contact information Meiren Engineering OÜ / Toomas Uibo / toomas@meiren.ee / www.meiren.ee
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graphic design
3 Information Graphics for NASDAQ OMX Market Information The task NASDAQ OMX Group, Inc. is the largest market exchange group in the world, which provides services related to trading, exchange technologies and listed companies on six continents. Velvet’s task involved development, design and technical implementation of a solution, which would show the trading information of a Baltic securities market in real time, while being visually attractive, informative and easy to understand and perceive. Concept and strategy Presenting large clusters of information in a format that would be understandable at a glance was the main challenge. The team employed all the methods of information graphics and a number of geographic shapes, which allow illustration of the dynamics of numerical information achievement of the best possible results. The team toyed with a number of ways for presenting the information and their possible combinations. Technically, the Flash platform was engaged to provide the information graphics solution. AMF format was used for fast and economic communication of information. The chosen technical solution allows the system to be used directly on the website or as a desktop application in any standard computer, if applicable. Impact and results As a result of the project, the securities exchange information of the Baltic States is fitted into a graphically attractive and comprehensible format. NASDAQ OMX uses this application on large TV screens in its office and the lobby of the office building. Additionally, the trading information is shown, in real time, in the demonstration centre. The developed graphic solution has been recognised at a number of competitions. Today, the same solution is being used by a number of companies belonging to the NASDAQ OMX group in Latvia and Lithuania. The Nordic exchanges have also expressed their interest in adopting a similar solution. Client’s contact information Tex Vertmann / tex.vertmann@nasdaqomx.com / www.nasdaqomxbaltic.com